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What AI can’t brand

Editorial photo illustrating authenticity, for the blog post 'Can we be real for a sec?'

Can we be real for a sec?

Product packaging on a retail shelf, illustrating shelf appeal as social proof

Shelf appeal is social proof

A pink flamingo, symbolising standing out through meaningful repetition in marketing

Why modern marketing is missing the magic of meaningful repetition

The desire curve: how brand timing triggers obsession

Is your brand a mirror or a megaphone?

Why every brand needs its own vogue September issue moment

How cult beauty brands hook you without screaming ‘buy me’

Would Chanel ever use exclamation marks? A guide to tone of voice