Playbooks

Actionable opportunities and questions that accompany each Insight Collection.

Playbook: How to approach virality as a consumer brand


From cronuts to fidget spinners, the rise and fall of viral products are clouded in mystique. Largely outside of a company’s control, viral products gain momentum thanks to myriad external factors, as they spread throughout social networks and attract consumer attention. Still, their…

Playbook: How to control supply while maximizing demand in a digital and physical world


Scarcity is a powerful psychological force. It compels consumers to change their behavior while simultaneously raising the value of products and services. However, putting locational, temporal or inventory limitations in place may seem contrarian at a time when ecommerce has made shopping…

Playbook: How to promote and indoctrinate inclusivity into your brand


Though the number of brands has mushroomed since the digital boom, the vast majority of new brands are founded in coastal urban areas like New York, San Francisco and Los Angeles. The specificity of their geography and the values and ideas that parrot within these spaces mean that all too…

Special Reports

Bi-annual reports that explore an existential topic for the consumer economy.

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