The Companies Building AI Writers Are Paying $400K for Human Ones.
Same week. Two hires. One story nobody in the AI hype machine wants to talk about.
Business
Strategy, operations, and the business decisions behind durable enterprises.
The Great Flattening, Part 2: The Data Is Worse Than the Anecdotes
Earlier this year, we published The Great Flattening. Our argument was straightforward: AI is making every company sound the same.
Spotify Made Its Logo Ugly on Purpose. It Worked Better Than Any Campaign They Have Run in Years.
Spotify replaced its flat green icon with a glittering disco ball for five days. The backlash was instant. The virality was bigger. And the brand strategy underneath it is the one your team should be studying right now.
Anthropic Just Won Ad Age's Best B2B Campaign. They Built a $30 Billion Company Before Running a Single Ad.
Ad Age just named "Keep Thinking", Anthropic's first brand campaign from Mother, the Best B2B Campaign at the 2026 Creativity Awards. The most awarded B2B campaign of the year came from a company that barely advertises.
Every Brand's Website Is Now Competing With an AI Summary of Itself
Something is happening to your brand right now that nobody on your marketing team is tracking.
Air Just Made the Strongest Case for Brand in the AI Era. And They Did It with Maury Povich.
Air put Maury Povich in a SoHo studio to determine the paternity of an AI girlfriend. Underneath the absurdity is a brand insurance policy built for the moment AI subsidies end.
Your LinkedIn Post Isn't Dead After 24 Hours Anymore. That Changes Everything About How You Show Up.
For years, the conventional wisdom around LinkedIn was pretty simple: you post, you get your little burst of engagement, and within a day your content is buried. That's not how LinkedIn works anymore.
B2B Brands Are Now Worth $4 Trillion. Strong Ones Command a 65% Valuation Premium. So Why Is Brand Still Underfunded?
Brand Finance just proved what we've been arguing since we started this publication. Brand is the most valuable and most neglected asset in B2B.
Dropbox Didn't 'Sponsor Fred again..', He Just Used the Product and That's the Entire Brand Strategy.
Fred again.. asked fans to cover their phone cameras at every USB002 show. Then he shared photos and videos with them through Dropbox.
Sabastian Sawe Just Did More for Adidas Than Any Campaign Ever Could
The first official sub-two-hour marathon was not a marketing stunt. It was not a paid endorsement. And it might be the most valuable brand moment in sports this year.
Adobe Bets the Golden Age of Creativity Is About Control, Not Creation
Anyone can generate an image in ChatGPT, but Adobe is betting the enterprise will pay for the layer that ensures every image belongs to the same brand.