Brand Building

Media PlanningCategory Entry PointsData AnalyticsDistinctive Brand AssetsAdvertisingPerformance MarketingStrategyMental AvailabilityTacticsDiagnosisBrand BuildingBrand ArchitectureSocial MediaPhysical Availability
Media PlanningMedia Planning
+6+6
Attention Is The New Shelf Space

Attention Is The New Shelf Space

In today's media ecosystem attention is the most valuable resource, and brands that understand how to harness it have a leg up

Pedro Porto Alegre
Pedro Porto Alegre
Category Entry PointsCategory Entry Points
+6+6
Unlocking The Ordinary’s Next Growth Wave

Unlocking The Ordinary’s Next Growth Wave

After redefining skincare with transparency and simplicity, The Ordinary stands at an inflection point. The opportunity ahead isn’t just to sustain its cult following, but to evolve — bridging clinical credibility with approachability and speaking to a new generation of skincare users who are rewriting beauty norms altogether.

Pedro Porto Alegre
Pedro Porto Alegre
Data AnalyticsData Analytics
+4+4
Artificial Intelligence Is Atrophying Your Brain

Artificial Intelligence Is Atrophying Your Brain

Treat AI like a drug, how brave is your organization, and why industry awards still matter

Pedro Porto Alegre
Pedro Porto Alegre
Category Entry PointsCategory Entry Points
+4+4
Warby Parker’s Unfinished Business In Canada

Warby Parker’s Unfinished Business In Canada

Despite having built an exceptional customer experience, the eyewear player must tackle physical availability and awareness to win Canadian consumers

Pedro Porto Alegre
Pedro Porto Alegre
Distinctive Brand AssetsDistinctive Brand Assets
+3+3
We Study Consumers, But Consumers Don't Study Our Ads

We Study Consumers, But Consumers Don't Study Our Ads

Why marketers need to get back to planet Earth, differentiation vs distinctiveness, and the practice of brand planning

Pedro Porto Alegre
Pedro Porto Alegre
AdvertisingAdvertising
+3+3
Why Obsessing Over Efficiency Is Killing Your Brand

Why Obsessing Over Efficiency Is Killing Your Brand

Aesthetic nihilism, Justin Bieber's newest brand, unsh*ttifying CX, and brands that matter

Pedro Porto Alegre
Pedro Porto Alegre
Category Entry PointsCategory Entry Points
+4+4
How Advertising Affects Consumers, Brands, and Business

How Advertising Affects Consumers, Brands, and Business

What we know about marketing communications and what it can and cannot do

Pedro Porto Alegre
Pedro Porto Alegre
Distinctive Brand AssetsDistinctive Brand Assets
+4+4
How Retailers Can Stack The Deck In Their Favour

How Retailers Can Stack The Deck In Their Favour

The 9 Empirical Laws of Shopping

Pedro Porto Alegre
Pedro Porto Alegre
Media PlanningMedia Planning
+5+5
Odds Are, You're Wrong

Odds Are, You're Wrong

Information vs formation, metrics that matter, how to advertise a bidet, and escapism

Pedro Porto Alegre
Pedro Porto Alegre
Performance MarketingPerformance Marketing
+2+2
The Only Mathematical Path To Meaningful Growth

The Only Mathematical Path To Meaningful Growth

The Multiplier Effect, brand loyalty, the "Maple Leaf Premium", and Brian Cox

Pedro Porto Alegre
Pedro Porto Alegre
Category Entry PointsCategory Entry Points
+5+5
What Marketers of The Future Should Know

What Marketers of The Future Should Know

WOM, creativity in B2B, approaching datasets, category buyer memory tracking, and more

Pedro Porto Alegre
Pedro Porto Alegre
Media PlanningMedia Planning
+1+1
Revamped Marketing Chronicles 2025

Revamped Marketing Chronicles 2025

Evolution of the newsletter, water isn't wet, modern day Trojan horse, and Daniel Kahneman

Pedro Porto Alegre
Pedro Porto Alegre