Most brands operate on the belief that if a product works better, people will automatically buy it. But in reality, utility is rarely the first hook. Utility keeps customers loyal; it retains them. What actually brings people in, sparks conversations, and fuels the first wave of adoption is status. The misconception is that utility wins....Continue Reading

Welcome to the first edition of Signals & Stories. I’ve been around this industry long enough to see platforms rise and fall, creative formats go in and out of fashion, and the definition of “good marketing” change more times than I can count. But some shifts are bigger than cycles; they actually reshape how brands...Continue Reading