Insights
Why Brands Are Hiding Golden Tickets Inside Everyday Products
In the US, there’s a golden ticket hidden somewhere in a Five Below store near someone. There might be one inside a Chick-fil-A cup. There’s almost certainly one inside a KPop Demon Hunters trading card pack. And the brands behind these products aren’t doing it because they’re generous. They’re doing it because they’ve discovered something […]
PR and Communications Professionals Now Running Companies
If you asked someone ten years ago what a public relations professional did, the answer was usually the same. They wrote press releases. They managed the media. They handled the optics after the real decisions were already made by the people who ran the business. That mental model is entirely outdated. Today, the executives who […]
Why Omnichannel Marketing Fails Without Content Infrastructure
Most marketing teams want customers to move from website to app, email, store, search, and social without feeling a break. They want the brand to feel clear in every place. They want content to move fast. They want teams to spend less time rebuilding the same work for each channel. The surprise is that almost […]
The Most Powerful Social App May Be the One Gen Z Sees as Useful
Why does this story matter? We often talk about social media as one big thing. Gen Z sees it in a much sharper way. Each app has a job. TikTok gives them a fast escape. YouTube gives them help and comfort. Facebook can feel practical and cringe at the same time. X can feel loud […]
Zeekr Just Made Luxury SUVs Harder to Explain
The Zeekr 9X is not interesting because it is another large, expensive SUV. It is interesting because it makes the luxury SUV category feel unsettled again. For years, the formula was relatively easy to understand: a luxury SUV needed presence, comfort, refinement, a prestigious badge, and the kind of brand story that made the owner […]
Netflix Spent $17 Billion. YouTube Spent $0. Guess Who Won.
These days, the way people watch movies and shows is changing a lot. A big part of that change comes from a group called Gen Z. If you have heard the term but aren’t quite sure what it means, Gen Z is the generation of young people born roughly between the mid 1990s and early […]
Hollister Stopped Making Traditional Ads and Sold More
Have you ever stopped to think about why you can remember the exact song playing at your high school prom, but you probably cannot remember a single TV commercial you saw that same year? There is a very specific reason for that. And it is the exact same reason why one of the biggest teen […]
Fewer Options Increase Sales and Here Is the Proof
What if I told you that the secret to selling more is to offer less? I know. That sounds completely backwards. Every instinct in business tells you to give people more choices. More products, more features, more options. The thinking is simple: the more you have, the more people will find something they like. Right? […]
Why Trust Matters More Than Reach in the Creator Economy
In the fast-paced world of marketing, we love a good case study. But rarely does one emerge from a chaotic NASCAR celebration that offers such a potent lesson for the future of brand-creator partnerships in the Middle East. A recent incident involving basketball legend Michael Jordan provides a stark, real-world illustration of “context collapse”, a phenomenon […]
On AI and tech, Japan seeks to build momentum with UAE, experts say
President Sheikh Mohamed is heading to Japan on February 8 for his sixth visit to the country. This isn’t just another diplomatic trip. Experts say this visit could reshape how AI technology gets built and distributed across the globe. The focus is on artificial intelligence cooperation and high-tech partnerships between the UAE and Japan. The […]
UAE Plastic Ban Ushers Corporate Sustainability Era
Based on reporting from The National A major change has just taken effect in the UAE. As of the new year, a wide-ranging ban on single-use plastics is now the law of the land. This means things like plastic cups, cutlery, styrofoam containers, and certain types of plastic bags are no longer allowed. The goal […]
The Hidden Dangers of AI Companions for Children
Based on reporting from The National A recent opinion piece from a health professional, Dr. Hanan Al Shaikh, brought up some serious concerns about artificial intelligence, specifically about the AI companions that many young people are starting to use. The article points out that these are not just simple toys or tools. Instead, these AI […]