TEST The Companies Building AI Writers Are Paying $400K for Human Ones.
Same week. Two hires. One story nobody in the AI hype machine wants to talk about.
Business
Strategy, operations, and the business decisions behind durable enterprises.
TEST The Great Flattening, Part 2: The Data Is Worse Than the Anecdotes
Earlier this year, we published The Great Flattening. Our argument was straightforward: AI is making every company sound the same.
TEST Spotify Made Its Logo Ugly on Purpose. It Worked Better Than Any Campaign They Have Run in Years.
Spotify replaced its flat green icon with a glittering disco ball for five days. The backlash was instant. The virality was bigger. And the brand strategy underneath it is the one your team should be studying right now.
Dropbox Didn't 'Sponsor Fred again..', He Just Used the Product and That's the Entire Brand Strategy.
Fred again.. asked fans to cover their phone cameras at every USB002 show. Then he shared photos and videos with them through Dropbox.
TEST Every Brand's Website Is Now Competing With an AI Summary of Itself
Something is happening to your brand right now that nobody on your marketing team is tracking.
Sabastian Sawe Just Did More for Adidas Than Any Campaign Ever Could
The first official sub-two-hour marathon was not a marketing stunt. It was not a paid endorsement. And it might be the most valuable brand moment in sports this year.
Adobe Bets the Golden Age of Creativity Is About Control, Not Creation
Anyone can generate an image in ChatGPT, but Adobe is betting the enterprise will pay for the layer that ensures every image belongs to the same brand.
Thought Leadership Delivers the Lowest CAC in B2B SaaS. Almost Nobody Funds It That Way.
Thought leadership delivers the lowest CAC in B2B SaaS and compounds across AI discovery, yet most companies still treat it as overflow instead of infrastructure.
ChatGPT Images 2.0 Is Here and It's Not Even Close to What Came Before. Here's How People Are Using It Right Now.
The model thinks before it generates. It reads the web before it renders. It spells words correctly. And it just took the number one spot on every image generation leaderboard within hours of launch.
Red Lobster Learned A Hard Lesson In Brand. Now It's Teaching It.
What Red Lobster and Cracker Barrel got right and wrong this year comes down to a single principle most brand leaders never price in. Understanding it before a crisis is considerably cheaper than learning it after one.
Are B2B Brands Looksmaxxing?
B2B is in the middle of the largest rebrand wave in a decade. SaaS companies are redesigning websites, building new design systems, and overhauling visual identities at an unprecedented pace. But at what cost?