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Our thought leadership


Sara Millstein
Strategist

When context rules: portfolio naming

 
In naming, sometimes context, not content, is king. And often that context isn’t a blank slate—particularly when naming into a portfolio. We are often naming into existing portfolios and the considerations we have there are different (and broader) than when we are naming something standalone, li…
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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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