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Out-of-this-world publicity doesn’t come around often. But when it does, great brands know what to do with it. Nutella — the iconic chocolate hazelnut spread — found itself in exactly that position when a jar floated across a live broadcast inside NASA’s Artemis II capsule during its recent lunar orbit mission. It wasn’t planned.It wasn’t…
America’s Best Brand Campaign Didn’t Come From Madison Avenue
What World Cup fans reminded us about the power of authentic branding Every marketer dreams of building a brand people love. Every communicator hopes to tell a story that resonates. Every organization wants customers to become ambassadors. This summer, America received an unexpected reminder of what authentic branding looks like. It didn’t come from an…
The Story Behind the Story, Part I: The Night That Changed Everything
In 1906, a Black newborn was abandoned in a Mississippi street. What happened next would shape a family, challenge the boundaries of its time, and leave a legacy that endured for generations. Life started for Josie White on November 26, 1906, in the gutter of a dimly lit street in rural D’Lo, Mississippi, at the…
