Brand Strategy – New Classic

Newsletter

Will the World Cup Shift Attitudes About America?

Will the World Cup shift perceptions of brand America? Nike goes full Knicks and more in this issue of Sunday Strategy.

June 16, 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

Newsletter

2026 Super Bowl Ads: What Worked, From Celebrity to Heritage

What will we be talking about after this year’s Super Bowl ads? We look at 6 outstanding questions from this year’s big game in our Super Bowl special.

February 9, 2026

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

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

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

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

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