Exploring what really moves people and brands forward, our Matter More Newsletter is where we dig into what matters to people—and the brands trying to reach them. Here you’ll find our takes on culture, strategy, and the human side of marketing, all with an eye toward making brands more meaningful.
In today’s crowded marketing and nonprofit landscape, tactical campaigns can create quick spikes in attention — but without strategy, they rarely create lasting change. The real difference between short-term wins and sustained momentum lies in strategic communications: aligning audience, message, and long-term goals to build trust, shift perception, and move behaviour over time.
In the age of generative AI, agreeableness is a commodity. Neutral brand language is infinitely replicable, which makes brands that try to please everyone invisible. The brands that win in 2026 are not louder or more performative—they are clearer, willing to choose, and willing to be rejected by the wrong audience.