Anthropic's new film, "Hard Questions," extends its "Keep Thinking" platform.
Instead of celebrating what AI can do, the film asks people to question what AI should be allowed …
Every brand strategy deck now has a slide on cultural relevance. Fewer brands can explain what that phrase actually means once the deck closes and the campaign goes live.
Cultu…
On a Thursday morning in May 2026, somewhere in a Toronto agency office, a strategist refreshed a browser tab for the fourth time that hour. The number on screen kept moving, and …
Most pet wellness brands in India still plan around a single buyer persona: the "aware urban pet parent". That shorthand is convenient and increasingly wrong. A behavioural lens, …
Nutrition labels for dogs. Cold-pressed treats for cats. Probiotic chews that sound like they belong in a wellness clinic, not a pet store. India's pet food shelf has quietly begu…
Every brand manager wants a loyal customer base. It is the metric that justifies the marketing budget, the line that gets read out first in the board meeting, and the reason categ…
Most brand managers track repurchase rates and call it loyalty. It is not.
Repurchase happens when:
Switching is inconvenient
The product is the cheapest option availabl…
Some brands are bought. Others are believed in.
Walk past an Apple Store on launch day, and you will see queues that look more like pilgrimages than purchases. Spend a Sunday w…
In 1915, Root Glass Company designed a Coca-Cola bottle meant to be recognised in the dark and identifiable even in shards. The brief was unusual: make a shape that survives break…
Most founders think about growth as a product question. Build the next thing, ship it, and sell it. But the sharpest growth lever many businesses already own isn't a new product. …
Every marketer dreams of building a brand strong enough to stretch beyond its original category. After all, if consumers already trust your brand, why not introduce new products u…
Walk down the biscuit aisle at any Reliance Smart or DMart. Count the number of packs that claim to be "India's favourite", "made with real butter", or "baked, not fried." Every b…
Pokémon turns 30 this year. As of 2024, the franchise had generated an estimated lifetime revenue of $150 billion, making it the highest-grossing media franchise in history, ahead…
There is a condition that quietly destroys some of the world's best-known brands. It does not announce itself. It creeps in slowly, disguised as ambition, growth strategy, and opp…
