Going Viral: A cautionary tale for consumer brands

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…


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…


Is virality always in opposition to longevity?

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…


Is it possible to manufacture virality?

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…


How to capitalize on the intersection of commerce and culture in an on-demand world

Despite the prowess of the experience economy, even the brands, retailers and real estate professionals involved in the music, entertainment and sports industries are up against vast changes affecting their foot traffic and sales. Paradoxically,…


What can the direct-to-consumer explosion learn from the farm-to-table movement?

In the mid-2000s, the farm-to-table movement transformed the food industry. Though the food industry is often ahead of others because it sells products that people physically consume, the consumer goods space—fashion, apparel, beauty, CPG and…


The difference between Brand and The Brand, and why neither are defensible

“The brand is defensible” is a phrase increasingly muttered across the consumer landscape. The challenge with a statement like this is that “brand” usually lacks a definition, further perpetuating an important misunderstanding: people are mixing up…


2017 Year in Review: 8 Fundamental Shifts Reshaping the Consumer Economy

2017 was yet another transformative year for the consumer economy. There were a range of new developments and trends from the last few years that continued accelerating. What follows is a recap of 2017, along with some predictions and…