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Our thought leadership


Samantha Temple Neukom
Chief Brand Officer

Creating meaning in the age of AI

 
We are working a lot right now with companies who are in field of AI, and in the throes of figuring out how to talk about it in a commercially viable way that doesn’t scare the rest of humanity. With any technology trend, AI has started as a buzz word that has much mystique but not as much underst…
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Win Platt
Senior Strategist

You need to strategically align your brand and corporate citizenship program

 
In the 1990’s, M.A.C. Cosmetics hired RuPaul, the now famous drag queen, to be the first face of M.A.C AIDS Fund[1], a grass roots effort to make a difference in the world with community outreach for HIV/AIDS. The disease, which was highly stigmatized at the time, was largely …
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Samantha Temple Neukom
Chief Brand Officer

The age of the super-brand

 
In the age of big data and a world where data platforms feed business growth across sectors, a new kind of brand has emerged. We’ve all heard of sub-brands – like Microsoft Office within the Microsoft portfolio. And many people are familiar with ingredient brands such as Gore-Tex or Bluetooth. B…
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Dana Martindale
Director of Strategy

Moving beyond words: Using visuals to spark creative in naming

 
As much as people like to believe they have perfect command of the English language, the truth is that words don’t always cut it. Sometimes a particular word can be so close, on the tip of your tongue, but just out of reach. Other times it’s an idea itself that can be hard to pin down in words, yet you can see it clearly in your mind.
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Samantha Temple Neukom
Chief Brand Officer

Rules of client engagement

 
We recently had a conversation in the office that reminded me of one of our past blog posts surrounding the rules of client engagement. While these principles are extremely vital to the health of client relationships, meeting and managing expectations and deliverables are just as critical. Similar to engagement best practices such as establishing a shared purpose and process for campaign execution, managing client expectations all starts by asking the right questions.
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