Mindblown: a blog about philosophy.
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Targeting & Audience Design
Not every consumer has equal value to your brand. So why treat them all the same? Some are heavy users. Others barely engage. Some are loyal to your competition. Others are ready to be persuaded. That’s why tracking has to do more than report averages. It must reveal how each audience segment behaves, what they…
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Introducing Unlimited Creative Testing
Creative testing has been broken for years. It’s time to fix it. Most creative testing is too slow, too expensive, or too disconnected to help shape the actual work. So testing gets skipped, and campaigns go live without enough proof they’ll perform. 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗚𝗮𝘂𝗴𝗲 𝗔𝗜 gives teams a better way. Unlimited testing. One price. Any…
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The New Creative Development Workflow
Testing shouldn’t be a checkpoint. It should be part of the creative process. Too often, testing happens too late, after creative decisions are made and budgets are spent. With 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗚𝗮𝘂𝗴𝗲 𝗔𝗜, that workflow shifts. Now you can test ideas early, at storyboard or animatic, and see what connects within minutes. Then refine, retest, and…
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Communication and Creative ROI
The best creative does more than stand out. It moves the brand forward. Creative is the dividing line between brands and commodities. Creativity needs measurement that respects craft without reducing it to vanity metrics. 𝗕𝗿𝗮𝗻𝗱 𝗔𝗱𝘃𝗮𝗻𝘁𝗮𝗴𝗲 assesses communication at two levels: 1️⃣ 𝗧𝗵𝗲 𝗮𝘀𝘀𝗲𝘁 𝗹𝗲𝘃𝗲𝗹 (does this ad, idea, or execution move the right driver…
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Governance & the Operating Rhythm
Great systems fail when decision rights are ambiguous. A pragmatic governance model assigns ownership for three loops: 1️⃣ 𝗧𝗵𝗲 𝗠𝗲𝗮𝘀𝘂𝗿𝗲𝗺𝗲𝗻𝘁 𝗟𝗼𝗼𝗽 (fielding, quality, and technical stewardship) 2️⃣ 𝗧𝗵𝗲 𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴 𝗟𝗼𝗼𝗽 (diagnosis, synthesis, and narrative building) 3️⃣ 𝗧𝗵𝗲 𝗗𝗲𝗰𝗶𝘀𝗶𝗼𝗻 𝗟𝗼𝗼𝗽 (action ownership, budget routing, and accountability) ➤ Quarterly reviews focus on a small set of movements…
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Premiumization
The premiumization gap is growing. And it’s about more than price… New analysis of global CPG companies reveals a striking pattern. While most are increasing prices, only some are growing volume. European companies are managing to expand while U.S. firms are stuck in a pricing-only lane. What’s working? Successful brands are moving beyond functional value.…
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UMICH Consumer Sentiment Index
Lower consumer sentiment isn’t the end of growth. But it is a signal to adapt. The University of Michigan’s November sentiment index came in at 50.3. That’s barely above where we stood in 2022, despite a year of recovery headlines. What does that mean for brands? It means consumers are preparing to spend less. And…
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Introducing Unlimited Creative Testing
Creative testing has been broken for years. Well, not entirely broken but we can certainly make it better. Most creative testing is too slow, too expensive, or too disconnected to help shape the actual work. So testing gets skipped, and campaigns go live without enough proof they’ll perform. 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗚𝗮𝘂𝗴𝗲 𝗔𝗜 gives teams a better…
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New Creative Development Workflow
Testing shouldn’t be a checkpoint. It should be part of the creative process. Too often, testing happens too late, after creative decisions are made and budgets are spent. With 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗚𝗮𝘂𝗴𝗲 𝗔𝗜, that workflow shifts. Now you can test ideas early, at storyboard or animatic, and see what connects within minutes. Then refine, retest, and…
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Growth Navigator 1
When’s the last time your brand strategy got a true reset? Every few years, even the best brands need a moment of strategic clarity. We helped one major snack brand do just that. The marketing team had no shortage of data. But they were stuck. Everything pointed backward. So we led a full brand strategy…
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