You are using an outdated browser that our website doesn't support. Please visit UpdateMyBrowser.org.

Our thought leadership


Win Platt
Senior Strategist

The rise of the Chief Brand Officer

 
Perhaps the highest profile Chief Brand Officer right now is Uber’s Bozoma Saint John. Uber, after a slew of bad decisions, is looking to Bozoma as its first Chief Brand Officer to reh…
Read more


Win Platt
Senior Strategist

Are 'non-technology' companies immune to Artificial Intelligence?

 
Artificial Intelligence (AI), Machine Learning, and Deep Learning are common vernacular used in today’s technology sector. According to McKinsey's research, major technology companies have individually invested between “$20 billion to $30 billion dollars on AI in 2016, with 90% of this being sp…
Read more


Win Platt
Senior Strategist

Is ownership dead: should retailers lean into the shared-economy?

 
Could the concept of ownership come to an end? Will we live in a world where we don’t own homes, cars, or even our clothes? While to some this is farfetched, trends are pointing to a potential new reality. One reason the shared-economy is a viable future is that it scales fast, for example, “in …
Read more


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…
Read more


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…
Read more