Strategy
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 […]
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 […]
Burning Questions — Brand Loyalty
What Really Wins Brand Loyalty? Insights to Keep Customers Coming Back In our latest Burning Questions study, we asked 500 consumers: “What’s one product or brand you keep coming back to, even when you have other options? Why does it win your loyalty?” We found that four things rose to the top: Consistency. Taste. Value. […]