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AI Is About to Expose Who Actually Has Ideas
The value was never in the tools; it was in the thinking. Every agency conversation right now seems to start in the same place: Will AI replace creative teams? The real answer is much more interesting. AI won’t replace creativity. It will separate real creativity from the kind that only looked good because the process […]
Brand Associations: What Do People Think of Your Brand?
While traveling in Salzburg, Austria, our president, Brent Niemuth, stood in front of the Mozart statue. Horses trotting by, the castle looming above, and an observation: When you think of Salzburg, a few things instantly come to mind: Mozart. The fortress. The Sound of Music. Clear, simple, unmistakable associations. Your brand works the same way. […]
What a Great Marketing Hook Looks Like
A Practical Look at Attention, Momentum, and a Message That Sticks “If you’ve got a riff, you’ve got a song.” – Keith Richards“A lot of the time, if somebody only knows a little bit of a song, it’s the hook.” – Taylor Swift Two artists.Two eras. Same truth: The opening makes or breaks you. […]
Burning Questions — Quality vs. Quantity
Do Consumers Want Fewer, Better Things? Or More Options? In this edition of Burning Questions, we asked 250 consumers a deceptively simple question: Which feels more true for you most of the time:“I’d rather have fewer, higher‑quality pieces,” or“I’d rather have more options, even if quality is just okay”? Why? The answer was clear: 74% […]
The Return of Touch
Why Touch Is the Heartbeat of Modern Brand Experience Yes, “RoT” can actually be a good thing. It stands for Return of Touch, a cultural shift highlighted in The Return of Touch: Consumer Engagement Has an Omnichannel Revival, a study by Quad and The Harris Poll. As consumers grow weary of living life behind a […]
Brand Experience (BX): No Logo Required
When we think about strong brands, we often picture logos, taglines, or beautifully designed experiences. But sometimes, recognition happens even faster than that. Sometimes, it starts with color. In this quick hit from the road, J.Schmid President Brent Niemuth shares a simple branding lesson from Mykonos, Greece, where white buildings and blue water communicate a […]
Celebrating Creativity & Connection this Holiday Season
We’re sending heartfelt wishes for a joyful and safe holiday season. There’s nothing quite like coming together, sharing laughter, building connections, and truly enjoying each other’s company. It’s the perfect way to celebrate the season and close out the year on a high note. Here’s to making 2026 even more amazing!