The Myth of "Bold Ideas": Why Creativity Without Strategy is Just Expensive Fluff
There are no "too bold" ideas, only unprofitable ones. Discover why strategy doesn't kill creativity but makes it bankable and solves real business problems.
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This insights section is dedicated to decoding brands and the consumers they aim to connect with. Here you'll find a wealth of articles, case studies and reports to stimulate your perspective on branding. Contributions from our strategy team provide expert points of view on contemporary branding challenges. We analyse trends across industries, from technology to hospitality, sharing practical takeaways. In addition to showcasing our thought leadership, we highlight relevant research from academia. These diverse viewpoints fuel brainstorming and debate around our passion — brands.
Within our insights, you may uncover a framework for developing brand strategy, or a data-driven analysis of brand crises. We encourage you to explore this page as a resource to stay curious.
The Tribal Mandate: An Unsentimental Guide to Brand Strategy
A pragmatic guide to brand strategy that refutes tactical marketing. Learn how tribal branding, cultural relevance, and psychological principles build lasting brand equity.
Lessons from HighFlyers: 6 Comfortable Illusions We Love in Startups
Success brings its own traps. After a brutally honest session with startups, I've listed 6 comfortable illusions we all love, from the "rich country" fetish to why you're not Steve Jobs. A checklist to see if you're doing it too.
The Well-Placed Rupture: How GWI Used Behavioral Science to Command Attention
What happens when a brand stops trying to fit in and decides to ask the one question everyone is avoiding? Learn how the smartest brands are using behavioral economics to turn simple consumer insights into powerful, conversation-starting moments.
Cannes Lions 2025: Day 4 Highlights
Our Cannes Lions Day 4 debrief covers Mark Ritson's masterclass on effectiveness, WPP's data on consumer choice, and the rise of boutique agencies. Key insights on brand strategy, distinctiveness, and data-driven creative quality.
Cannes Lions 2025: Day 3 Highlights
Highlights from Day 3 of Cannes Lions 2025. Insights on creative risk from WARC, curiosity from Peter Jackson, and the story behind Hyundai's Grand Prix-winning film that wasn't an ad.
Cannes Lions 2025: Day 2 highlights
Key insights from Day 2 of Cannes Lions 2025. A debrief on WARC's media fragmentation strategy, Edelman's "We to Me" trust report, and Mark Pritchard's defense of brand fundamentals over "content."
Cannes Lions 2025: Day 1 highlights
Our debrief from Cannes Lions Day 1. Get key insights on brand strategy from Sir John Hegarty, creative effectiveness, and a crucial statistic that reframes the conversation on ROAS. Essential takeaways for marketers and brand builders.
The Glorious Inefficiency of Advertising: Why Waste Might Just Be Your Secret Weapon
Discover why 'wasteful' advertising may be your secret weapon. Learn how embracing inefficiency in marketing can drive long-term brand success and boost sales.
What is Branding?
Discover the essence of branding, from ancient practices to modern strategies, and learn how it shapes perceptions, builds reputations, and drives success for businesses and individuals.
TARNOVSKI Branding Studio Wins Netty Award for Best Branding
Tarnovski Branding Studio, a brand strategy leader, wins Netty Award for MITP (Europe's 1st e-Park for tech). This award honors creativity & excellence in branding, solidifying their place as a top European branding agency.
The Science of Brand Attachment
Explore the power of brand attachment — how emotional bonds and loyalty are formed through consumers' identity and values, fostering resilience against criticism and encouraging premium spending