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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

In Advertising, 90s Nostalgia Goes Both Ways

90s nostalgia advertising is having a moment amongst economic worry and uncertainty for millennials, but it isn’t always used in the same way by brands.

June 10, 2025

Thinking

Take the Penny, Leave the $.99 Pricing Strategy

The death of the penny doesn’t mean the death of $.99 pricing strategy as technology and rounding look to keep US prices as we expect them.

May 26, 2025

Thinking

Reinventing the Wheel: The Future of Advertising, Strategy & AI

What will the advertising industry look like in the future? How much will AI advertising change? We look across different agency operating models to see.

May 19, 2025

Thinking

Agencies, Cost, Consolidation & Shoeless Kids

GroupM’s consolidation into WPP Media isn’t just about efficiencies, its about a lack of distinct agency philosophies in advertising overall.

May 9, 2025

Thinking

Navigating the Certainty Recession

100% film tariffs? $3k iPhones? Limited Toys at Christmas? How Do Brands Navigate the Uncertainty Around Us?

May 5, 2025

Thinking

Can Charities Share a Challenge?

The icebucket challenge is back eleven years after its hey day and for a different cause. But can two charities share the same challenge, even after a decade?

April 22, 2025

Thinking

Is Our Imagination AI’s Largest Barrier?

When we can make or choose anything, we often take the same thing. Is the largest barrier to AI’s potential psychological, not technological?

March 29, 2025

Thinking

US SMBs Big Brand Moment

Recent US data shows that SMBs want to increase prices, but consumer confidence is still decreasing. Only brand building can help reconcile this challenge.

March 18, 2025

Thinking

How Do You Name a Brand?

How do you name a brand? It is important and seemingly complex, but the secret to doing it well is identifying what job it does.

March 9, 2025

Thinking

A Case for Strategic Optimism in Advertising

#post_excerpt

February 20, 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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