Your Ad Is Not Innovative If the Audience Wants It Banned
Marketing teams love the word “disruptive” right up until the public feels disrupted. That is the uncomfortable lesson from PC Health’s Toronto drone campaign. On September 10, more than 1,000 drones lit up the waterfront near Fort York with health-related questions before displaying a QR code promoting PC Chat, an AI-powered health information service. The show began at about 11 p.m. and […]
PepsiCo Is Betting Big Brands Cannot Market at Old Speed Anymore
The real threat is not TikTok, AI or creators. It is an organization that takes a month to react. PepsiCo did not move its global media business to Publicis because the world suddenly ran out of advertising agencies. It moved at a moment when the company is trying to make a much larger change: stop operating marketing at a speed built for […]
Your Brand Guide Is Useless If It Cannot Stop a Bad Idea
Most brand guides are very good at describing a company after the fact. They tell you the business is bold, human, trusted, innovative, warm, premium or disruptive. They show the logo, the fonts and the color palette. They explain the preferred tone of voice. Then a genuinely risky creative idea lands in the approval chain and everybody starts arguing from instinct. That […]
Popular
Your Ad Is Not Innovative If the Audience Wants It Banned
Marketing teams love the word “disruptive” right up until the public feels disrupted. That is the uncomfortable lesson from PC Health’s Toronto drone campaign. On September 10, more than 1,000 […]
PepsiCo Is Betting Big Brands Cannot Market at Old Speed Anymore
The real threat is not TikTok, AI or creators. It is an organization that takes a month to react. PepsiCo did not move its global media business to Publicis because […]
Your Brand Guide Is Useless If It Cannot Stop a Bad Idea
Most brand guides are very good at describing a company after the fact. They tell you the business is bold, human, trusted, innovative, warm, premium or disruptive. They show the […]
The Smartest Thing About Meta’s New AI Is Also the Biggest Reason to Be Careful
Meta’s new business AI pitch is easy to like. Stop exporting reports. Stop rebuilding spreadsheets. Stop guessing what to post. Let the AI look at your Facebook, Instagram and advertising […]
Business
PepsiCo Is Betting Big Brands Cannot Market at Old Speed Anymore
The real threat is not TikTok, AI or creators. It is an organization that takes a month to react. PepsiCo did not move its global media business to Publicis because […]
Cybersecurity Neglect Is Becoming a Sales Liability for Mid-Sized Companies
If customers have to trust your systems and data practices, weak security is no longer somebody else’s technical problem. Too many mid-sized companies still talk about cybersecurity as if it […]
Tariffs Are Not Just an Importer Problem. Small Businesses Need to Stop Pretending They Are
Tariffs Are Not Just an Importer Problem. Small Businesses Need to Stop Pretending They Are. If your distributor, customer or critical input crosses the border, the trade war may already […]
Small Businesses Are Not Retreating. They Are Learning to Operate Under Pressure
There is a lazy story about small business that appears every time costs rise. The story says owners will freeze, founders will stop launching companies, hiring will collapse and everyone […]
