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Check.
The opinionated bit.
Brand teardowns and the thinking behind the work. No filler.
The 8-word test: find your category of one.
If you can't name your brand's position in eight words, you don't have one. Graza, Poppi and Yorkshire Tea all pass the test. Here's how to run it on yours.
Read the essayThe pitch promise nobody keeps.
The ANA and 4As wrote ten principles to fix the agency pitch. None require that the people who pitch are the people on the account.
Where the hours go.
Running your own social costs about 11 hours a week. Where they actually go, and three questions worth asking once you see the number.
How KFC redefined Christmas in Japan.
In Japan, Christmas means a bucket of fried chicken. How one campaign became a national tradition, and what it teaches about marketing to culture.
Why most rebrands fail.
Cracker Barrel lost $594M, Jaguar's sales fell 97%. Two rebrand failures with the same three mistakes, and the test we run every brief through.
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