Thinking

Over the past decades, the discipline of brand strategy has undergone a profound transformation—emerging from the “Mad Men” era of advertising into a dynamic engine of enterprise-wide value creation (see Figure…

It’s Not About the Customer Journey: Why Customer Activities Define the Future of Marketing in 2025

Brands have never mattered more than they do today. Yet, branding—this force that drives businesses forward—has lagged behind the world’s march of progress. Innovation in branding stumbles while technology like…

The AI race is underway, but most companies are running blind, deploying technology without a clear path to value.

Today, businesses scale at unprecedented speed, driven by advancements in artificial intelligence, but one critical factor is often overlooked: brand architecture. Most companies treat brand architecture as…

Last Wednesday, we gathered in New York City for the launch of Vivaldi’s latest report: AI: Unlocking Genuine Customer Value. This wasn’t just another event—it was an opportunity to challenge the status quo, explore…

The beauty industry is undergoing a profound transformation, stretching beyond traditional boundaries and redefining its role in consumers’ lives. The beauty category is no longer just about enhancing physical…

With 2023 on the horizon, many brands and businesses are looking to define new paths. A first step forward can be through idea generation, and we previously spoke with Jeremy Utley about the practice and value of generating…