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Thinking
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Thinking

Thought pieces and essays on brand strategy, marketing and culture from the New Classic team.

Thinking

Why Marketing Needs More Than Certifications

1/3rd of marketers reportedly lack foundational marketing knowledge, but are certifications the answer or does the industry need a wider shared knowledge base?

March 28, 2026

Thinking

Can We Counter Trendslop in AI & Strategy?

LLMs & AI are accused of creating ‘trendslop’ as strategic output, but sloppy strategy predates the AI boom. We look at four applications of AI in strategy.

March 24, 2026

Thinking

The Mr. Beast-ification of Culture

As Beast Land theme park opens and economic uncertainty continues, can anything stop the continued rise of get rich contests & their mascot, Mr Beast?

November 14, 2025

Thinking

The Limitations of Turning Cringe Into Cool

A resurgence in metal braces and the popularity of pimple patches says a lot about youth authenticity, but there’s still a limit to turning ‘cringe’ to ‘cool’

September 19, 2025

Thinking

Your New Agency Could Be Another Brand?

How strong is your brand? Liquid Death / Boosts deal where the beverage brand served as a creative agency shows how strong brands are increasingly for sale.

September 18, 2025

AI Toys vs. AI Time

Thinking

The Looming Worry of Kid’s “AI Time”

As AI Toys grow in popularity, are parents looking to reduce ‘screen time’ amongst children ready to pick up an alternative of ‘AI Time’ with its own risks?

August 20, 2025

Thinking

‘Coldplaygate’ and the Risk of Brand Shaming

The viral Coldplaygate kiss cam moment turned executives into brand fodder, but what risks exist around brand shaming?

July 22, 2025

Thinking

The Velvet Sundown & AI Generated Music’s Uncertainty Issue

The Success of AI Band ‘The Velvet Sundown’ May Be the Moment We Recognize AI Music’s Uncertainty Issue

July 11, 2025

Thinking

Can Sports Shift How We Think About Climate Change?

With extreme temperatures interrupting Wimbledon and the FIFA Club World Cup, can sports be a force to change how we think about climate change?

July 9, 2025

Thinking

The Increasing Power of Personal Taste vs. AI

When AI can create limitless content, is our greatest human asset our taste and ability to curate and guide it?

July 8, 2025

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Browse by theme All thinking →

Advertising64
Agency Business31
AI81
Brand Strategy76
Consumer Behavior83
Creator Economy12
Culture84
Health2
Identity4
Media35
Naming1
Nostalgia5
Purpose & Sustainability10
Regulation & Privacy6
Social Media48
Tech64

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