• Nike Halo: Inclusive Audio That Doesn’t Fall Out of Your Ears or Your Budget

    Nike already has the reputation and resources to make something like this feel both natural and overdue. They are known [...]

    January 7th, 20263.8 min

  • When a Bike Ad Went Off the Rails: What Peloton Got Wrong

    Let’s go back to late 2019. The holiday season was rolling in, and Peloton decided to drop a new [...]

    October 1st, 20254.2 min

  • Barely Secure: What TunnelBear Gets Right About Brand Positioning

    The Names Bear. TunnelBear. In a world where most VPNs sound like they were named by IT consultants under [...]

    September 10th, 20253.3 min

  • The 4Ps Walk Into a Bar

    Fenty, Peloton, and Coca-Cola Try Not to Mess It Up Every brand goes through a phase. Some are still [...]

    September 2nd, 20253.4 min

  • From Feuds to Flattery: Rethinking Brand Rivalries

    For a while, tech advertising looked like the hallway between second period and lunch: petty, a little performative, and [...]

    August 1st, 20253.4 min

  • Botany, Branding, and the Victorian Consumer I Didn’t Know I Was

    I haven’t bought much lately; unfortunately, moving will do that to a person. The decision fatigue alone is enough [...]

    July 11th, 20254.2 min