All brands with the same content strategy – How can a brand’s content stand out from the mainstream?
Most brands follow exactly the same marketing formula (which they pretentiously call a “strategy”). So, what can we do differently? Stop asking “what are we going to post?” and start asking “what are we doing that’s worth sharing?” If the answer is “nothing special,” the problem isn’t […]
Fandoms: the invisible force that is redefining the future of brands
There is a quiet revolution happening right under the noses of most marketers. And it's not happening in boardrooms or award-winning creative agencies. It's happening on Discord servers, in TikTok comments, on Reddit threads, and in the Artist Alleys of conventions. It's called fandom. And for those who still think […]
Marketing is no longer just a department. It is a cause worth fighting for.
Most companies have marketing departments. Few have causes worth fighting for. And that's why so many campaigns generate metrics but don't generate emotion, produce content but don't create movement, invest budget but don't win true advocates.
When marketing is treated as a function, it becomes disposable. When it becomes a cause, it mobilizes entire organizations. The difference isn't in the budget, creativity, or tools. It's in having a clear problem, a genuine purpose, and a vision that people want to fight for.
And that changes everything.
"AI shopping will have a very small impact on most types of shopping." - Will it?
Did you think artificial intelligence was just going to recommend products to you? Think again.
We're not on the verge of the next great shopping app, but we are on the verge of giving up the act of shopping itself. Soon, you won't waste time comparing prices or looking for discounts: your AI assistant will do it all for you, without you asking.
Ready to be a spectator of your own shopping?
The fly hitting the window pane
According to Nietzsche, I'm a fly hitting glass! 🪰 Nietzsche was talking about perception, illusion and the limits of linear thinking. Applied to the world of business and marketing, it becomes a reflection on how many of us, and brands, confuse apparent clarity with true direction. Running into a wall hurts but, damn it, it's there [...]
If AI is your next customer, will your site serve it or block it?
The web was made for humans. But... what about now that customers are AIs? For decades, we've built the internet for people. Websites designed like shop windows, endless forms, logins, captchas that force us to prove we're not robots. All this made sense in a world where only humans surfed. But we're entering a new [...]
The problem at the heart of the business
What if a problem is the best thing that can happen to anyone intent on creating a business and building a brand? Listen to this article At Framework for Change, a problem is the best starting point for creating a solid business and building a brand with purpose. It's not about [...]