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Our thought leadership


Samantha Temple Neukom
Chief Brand Officer

Big B, little b, what kind of b?

 
Companies that engage with big B, Brand are companies that are better aligned, more innovative, and attract top talent. Companies that make brand an afterthought about how to package a message or dress up a product are leaving money on the table. Customer empathy is critical to long-term success; de…
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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, …
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