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.