The new chaos of buying. Branding in the age of too much
What if the biggest risk to your brand isn’t invisibility, but irrelevance?
In a world where consumers don’t follow funnels but live in loops, where decisions are delayed, distracted and shaped by unseen forces, the traditional playbook no longer works.
This article dives deep into the Messy Middle, the space where real decisions happen, and where branding becomes the only true anchor.
From the psychology of memory and choice, to the behaviours that define the modern journey — streaming, scrolling, searching and shopping, we explore how strong brands don’t just survive chaos.
They master it.
The Irresistible Rise of Food-Inspired Marketing. A sensory revolution rooted in consumer behavior
Discover how food-inspired marketing is reshaping brand strategy in 2025. From sensory branding to luxury activations, explore how leading brands like Gucci, Rhode and Jacquemus are turning cravings into connections — and desire into value.
Do mascots still matter? Or are they just relics from a lost era of branding?
Do mascots still make sense in modern branding?
Brand mascots have long been a powerful tool for emotional connection and brand recognition. From Ronald McDonald to the Michelin Man, these characters helped brands feel more human. But in an era dominated by minimalism, digital marketing, and AI-driven interactions, are mascots still relevant?
This article explores the evolution of brand mascots, their successes, and why many disappeared. It also dives into AI-powered avatars, metaverse branding, and interactive digital mascots, showcasing how companies like Disney and Duolingo are reinventing them for the digital age.
Discover the future of mascots and why they remain branding’s secret weapon—if used right.
Brands on Valentine´s that actually get it.
Valentine’s Day marketing often falls into the trap of cliché—generic love stories, predictable discounts, and visuals that blur into sameness. But the brands that truly stand out go beyond superficial romance, tapping into humor, inclusivity, nostalgia, and cultural relevance. From Savage X Fenty redefining love as self-empowerment to Snickers solving last-minute panic with wit, these campaigns prove that creativity is what makes a message resonate. Valentine’s Day isn’t just about selling products—it’s about creating moments that feel real.
Branding in the age of fragmentation: how small details build great brands
Strong branding is about evolution without losing identity. Every campaign, action, and decision must align with the brand’s core purpose, ensuring consistency and authenticity. The key to long-term success isn’t just keeping up with trends, but staying true to what makes the brand unique—growing without losing direction.
Fast-Forward Branding: how social media and AI are redefining brand communication
The future of branding is no longer just about being seen—it’s about being authentic, relevant, and emotionally connected with consumers. In 2025, brands must go beyond social media presence and focus on building trust, engagement, and a lasting digital legacy. AI and social search are no longer just tools, they are key allies in shaping brand identity and creating meaningful consumer relationships.
AI – Is our future in good taste?
What makes creativity truly impactful? It’s not just technique or technology—it’s intuition, sensitivity, and refined taste. True creatives see what others don’t, transforming the ordinary into something unforgettable. Whether in design, writing, or digital art, it’s the human touch that adds meaning and emotion, making every detail resonate deeply. No matter how advanced AI becomes, good taste and creative instinct will always be irreplaceable.
When advertising isn't there… but everyone is talking about it…
FOOH is revolutionizing outdoor advertising by blending digital creativity with real-world environments. Using CGI and augmented reality (AR), brands like Oreo, L'Oréal, and Maybelline are creating viral campaigns that captivate audiences and spark massive social media engagement. Discover how FOOH is transforming marketing, generating buzz, and redefining brand-consumer interactions.
Brands that leave a mark
Discover how branded content goes beyond traditional advertising, creating authentic narratives that connect emotionally with consumers. Learn from brands like Red Bull, Dove, Mercedes-Benz, and Betclic, which use storytelling to inspire loyalty beyond reason. Find out how purpose-driven marketing and engaging content can turn a brand into a lovemark, building lasting relationships with audiences.