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How Zara Used Ski Aesthetics to Win the New Sport-Lifestyle Race

Zara’s new Ski collection shows how a mass-market giant can borrow the emotional power of sport without entering traditional sponsorship territory.

4 min read

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Amazon’s Smartest Holiday Strategy Was Doing Nothing New

Amazon’s choice to re-air last year’s “Joy Ride” holiday ad may seem backward in a novelty-driven season, but it reflects a brand betting on evidence over instinct.

4 min read

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Hermès Marks A Turning Point In How Premium Brands Talk To Audiences

Hermès tapped Jacquemus filmmaker Scottie Cameron for three new ads, signalling a shift toward a warmer, more playful kind of luxury.

4 min read

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BUSINESS STRATEGY

The Future of Media Is Being Built on YouTube, and Here’s Why

What if the next great media empire doesn’t launch with a homepage, but with a YouTube channel?

4 min read

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Human Hands, Machine Speed and The New Era of Content Creation

A human-driven, AI-assisted playbook might redefine creativity, discovery, and trust in the next era of content, and here's how.

2 min read

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Gen Z is Loyal to the Trend, Not the Logo. How to Keep Up With The Hype Cycle?

Gen Z is trading decade-long allegiances for viral products, and brands have a short window to turn the buzz into a relationship.

3 min read

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How Dogs Became Louis Vuitton’s New Emotional Language

Inside Louis Vuitton’s spring campaign that turned man’s best friend into luxury’s most powerful storytelling tool.

4 min read

BUSINESS STRATEGY

CeraVe and the NBA Show the Unexpected Advantage of Mixing Markets

What seems like an unusual pairing between skincare and sport reveals a deeper understanding of culture, audience, and authenticity.

4 min read

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CREATIVITY STRATEGY

How IKEA Rewired Its Storytelling to Turn Your Emotions into Sales

In its new campaign "Wherever Life Goes”, IKEA builds "emotional furniture" by shifting from selling furniture to narrating life to drive emotional connection.

3 min read

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The Black Friday Is Quietly Taking Over and Here’s How to Keep Up

As the extended Black Friday season expands into a month-long phenomenon, brands scramble to balance discounts and results.

4 min read

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Netflix and Spotify are Bringing a Streaming Shift That Brands Can’t Ignore

Netflix will begin hosting a first wave of 16 Spotify and Ringer video podcasts in early 2026, starting in the U.S. and expanding globally later in the year.

4 min read

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How Adidas and Pokémon Plan to Turn Nostalgia into Revenue

Pokémon’s 30th-year adidas capsule, rumored for late 2026, hints at an anniversary strategy built on nostalgia and smart scarcity.

4 min read