The concept of a brand book as the “definitive guide” to a brand’s identity is outdated. Cultural, societal, economic, and technological shifts are happening at Mach 10, and consumer behaviors are evolving just as quickly. Brands can no longer rely on a static, one-dimensional narrative. Over time, brand interactions have evolved—from simple corporate identities to dynamic […]
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The way people like to be entertained has changed. Their viewing habits are increasingly migrating online, with digital consumption growing by over 30% globally in 2021. In a streaming world, people can select from seemingly endless amounts of content on an ever-growing number of platforms. The explosion of choice is driven by creators, who have found […]
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Many brands struggle with measurement—a challenge that brings with it very real costs. According to BCG, inaccurate measurement results in a 65% higher cost of acquisition. On the flip-side, brands with measurement maturity see a sales lift of as much as 60% and a 10-fold increase in return on ad spend (ROAS). Far from a […]
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Mastering social media can feel like navigating uncharted waters. With ever-changing algorithms, growing audience expectations, and the pressure to prove ROI, many companies struggle to turn social media into a strategic asset. But the journey to social media mastery doesn’t have to be overwhelming. Our new guide “The Road to Social Media Mastery,” created with […]
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The advertising world brought its energy to Miami this week for the third annual Possible conference, with many wondering: Is this becoming the U.S. version of Cannes Lions? Conversations centered on Google, tariffs, upfronts, AI and measurement — on panels and in side conversations alike. Big names like Martha Stewart and Katie Couric and ad […]
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In a world where attention and engagement are scarce, experiences are the new currency. Why? Because people don’t love seeing or watching ads. In fact, nearly a third of adults use ad blockers at least sometimes, according to eMarketer. People do love experiences, though. That is a key reason 51% of marketers plan to increase their spend […]
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