Energy
Exxon Passing the Torch: The 2015 Succession That Set Up the Next Decade
The 2015 Woods/Tillerson succession was the personnel note that set up Exxon's next 15 years — divestment, write-downs, and the AI-era reputation fight.
Tag
business
Insights & Strategy
The Best B2B Influencers
In the B2B market, there are many influencers, but key ones are those whose followers listen to and use the information given by that influencer.
Insights & Strategy
Nike, Adidas, Under Armour: The Athletic Marketing Playbook
Just Do It from Nike (1988). Impossible Is Nothing from Adidas (2004). I Will What I Want from Under Armour (2014). Three campaigns built the modern sportswear category. The current campaign work — Find Your Fast, Sport 15, Rule Yourself — extends the broader playbook in distinct ways. What the three campaigns share and what the broader athletic category should be taking from the cases.
Marketing
The Biggest Flower Companies: 1-800-Flowers, FTD, Teleflora, And The DTC Wave
The simplicity of the digital commerce makes the flower business bigger than ever.
Enterprise SaaS
How SaaS Helps Companies Hit Their Business Goals
Every business goal — revenue, retention, recruiting, reputation — now runs through a SaaS stack. The companies that pick well, ship goals faster.
Insights & Strategy
Food Labeling Is a Communications Problem Now
Food labeling is no longer a packaging problem — it is a communications problem. The 2026 front-of-pack rule, AI engines answering "is this brand healthy" before shoppers reach the shelf, and the five-move playbook food brands need to run on every labeling cycle.
Insights & Strategy
A Brand Is Only As Strong As The People It Trusts To Carry It
In 2015, Derek Jeter and 50 Cent walked away from a Swedish underwear startup over a clash neither of them caused. The brand fumbled both. The lesson holds in 2026 — only the cast has changed.
PR, AI & Communications News
Ebay and Paypal, a Model For Crisis PR Management
When companies split, crisis easily ensues.
Entertainment & Media
Pepsi Walks Away From Citi Field
Pepsi has announced it will not be renewing its Citi Field sponsorship including the right-field Pepsi Porch. The non-renewal announcement, the Pepsi Porch positioning, the recent Mets pennant context, the portfolio rebalance positioning, and the broader strategic logic for Pepsi's sports sponsorship strategy.
CPG
Food PR: How A Once-Lowly Product Took The Food Industry By Storm
Unless you've been living under a rock, you've probably noticed bacon is everywhere.