Category: Ideas to Ponder

An inside look at our latest explorations and undertakings. Why clear identity matters more than ever This piece on brand ontology gives language to something a lot of teams are already feeling: the growing complexity brands are operating inside and what happens when coherence starts to slip. [...]

An inside look at our latest explorations and undertakings. Leading with identity When things feel uncertain, the instinct is often to tweak the messaging. Adjust the campaign. Push harder. But brand isn’t a megaphone—it’s infrastructure. It’s the system that steadies decisions, aligns teams, and makes action coherent when circumstances [...]

An inside look at our latest explorations and undertakings. Less panic, more purpose Another reason to take a deep breath and release some of the anxiety that AI will put us all out of work. This one harkens back to c&t’s signature question: What problem are you trying [...]

An inside look at our latest explorations and undertakings. Distilled research… and fun! Looking for shared smarts that don’t include a lot of reading? Say hello to Fun with Research. Whether you're into UX, market research, cognitive science, or just curious how people tick, these videos turn [...]

An inside look at our latest explorations and undertakings. A history lesson Still not sure brand investment makes sense right now? This guide from Frontify lays it out: 10 reasons why pulling back during a downturn is exactly the wrong move—and why strategic brand investment now pays off [...]

An inside look at our latest explorations and undertakings. Every agency (ours included) has a hot take on why you shouldn’t cut marketing in a downturn. And while, yes, we’d love your budget, we’d say this even if you had none to give—because freezing spend is almost always [...]

Interesting and inspirational content worth sharing. The best of the best For the past 25 years, Interbrand (big branding agency in case you don’t know) has been conducting a massive ranking report for the Best Global Brands. It is always interesting, especially as it is based on [...]

What happens when people lose faith in your brand? According to this article and Northwestern University, almost 40% of Americans will never again use...

What happens when people lose faith in your brand? According to this article and Northwestern University, almost 40% of Americans will never again use...

Interesting and inspirational content worth sharing. Creative thinking is so 2025 This Forbes writer gets it: Creative thinking in business is hella important. This blog offers some useful tips for getting the juices flowing. Since we’re a visual bunch, we are particularly into “Mind Mapping”, which is a [...]