To Survive Brands Must Sell Utility Over Desire
As growth stalls and the planet strains, the brands that will remain won’t be the most desirable, but the most useful. These essential brands should rely on systems, values and quality which people trust and use, says designer David Johnston, founder of Accept & Proceed.
Take the Future Seriously: Why AI Needs More than Legacy Thinking from Leaders
A wave of AI-led change is colliding with old corporate models. In a recent talk, Dex Hunter‑Torricke argues that marketing leaders need to stop “winging it” on AI and start redesigning their roles, teams and systems for the future they actually want while change is still possible.
Hannah Bowler
A Brand That Thinks
A brand has always been a static thing. But now, as AI matures, agencies and brands are experimenting with “brand brains” that turn decades of explicit and tacit knowledge into something teams can actually use in any situation, making the concept of a brand something far more adaptable.
Hannah Bowler
Why Netflix Doesn’t Need to Own Live Sport
Netflix is quietly rewriting the rules of sports media – swapping expensive rights and endless fixtures for scarce, high-impact moments that behave more like cultural premieres than TV slots, and giving brands a smarter way to plug into its ecosystem.
Rich Hewes