Our Thinking
Discover the latest articles from our leaders.
The Strategy Behind Duolingo: Why the Most Memorable Brands Break the Rules
By: Anne Marie Fuda How do brands stand out in a crowded market without losing strategic focus? Contrary to popular belief, the answer isn't always better messaging, a stronger logo, or more content. Often, it's about being memorable. Duolingo's unconventional social...
Founders and Formulas: What Rhode Skin and Reale Actives Can Teach Us About Brand Strategy
By: Poojani Ruwanpura Founder-led beauty brands can attract attention before a product reaches the shelf, but attention is only the first test. Rhode Skin (Rhode) by Hailey Bieber and Reale Actives by Alix Earle show that strong brands need more than visibility. They...
The Rise of Copy/Paste Culture: How to Write and Communicate Using AI Without Sucking the Soul Out of Your Organization
By: Elissa Gurman I am writing this blog without the use of AI. Revolutionary, isn’t it? Is the decision to sit down with my thoughts, unaided by ChatGPT or others of its ilk, a bold vote for the human voice, or a Luddite-style resistance to the future? How will I...



