What my workmate Lea's sushi boat craving teaches us about the emotional benefit of a product, and how brands can balance operational utility with life’s real, messy threshold moments.

Why spreadsheets aren’t fan of warm cookies (and what my maman's cupboard taught me).

Why confusing selling with negotiating quietly erodes your brand margins. Lessons from moving my mom, Jessica Tarlov's playbook on disagreement, and trading scorched-earth tactics for the commercial discipline of "Take & Give."

Stop treating TV like the starting block. Why Gap builds for active network momentum over passive broadcast, proving the right reach beats raw eyeballs every time.

A wedding is just the launch party; marriage is the long game. How the principles of M&A, stakeholder alignment, and daily compounding habits build a lasting couple brand.

Why Coca-Cola’s visual refresh proves rebrands are objective, high-stakes supply chain operations built to protect consumer rituals (read repeat buys).

Why brand resilience can't be bought off the shelf. Lessons from JP Gauthier’s The Explorer Mindset on learning to fail, escaping comfort creep, and building 10% living labs.

4 years at Google, 2 months on Carer’s Leave for my mom, and why retrieving your origin story is the ultimate winning strategy.

AXA's repeat Cannes win proves purpose drives a +9% contract boost. Read now!

Madonna shows the golden rule of branding: stay true to your core identity, but always bring the heat.

The secret sauce of a great trailer is leaving the screen. Step inside the 3-step playbook building the ultimate imagination ecosystem.

Embrace your inner "Capitaine Sécurité" and run a bad idea brainstorm to unlock 10x moonshots for your brand. Chop chop!

Move buyers to believers: elite brands build identity, culture, and community through the power of shared rituals.

Elite routines meet James Clear's 1% systems and Google's 10-year built-in AI edge. It’s the boring work that makes magic look easy.

Legacy pipeline to AI pit crew: drop execution friction to zero & win back time for your brand’s soul.

From Habs fandom to 48 World Cup nations, this week we toast a multi-platform North American media shift moving from one live game to millions of creator moments

Graduation reminds us: true longevity is about protecting your core DNA while constantly evolving how you express it. 🎓✨

While Montreal explodes with F1 and Habs 🔵⚪🔴 in Eastern conference finals, Google’s events prove the funnel is now a unified loop where curiosity leads instantly to a purchase.

A failed Molson ad taught me never to tie brand success to sports scores. Today, winning attention means giving up control and co-creating.

Forget training wheels. Whether it's a new tech stack or a new industry, align your core, trust the tension, and dive into the deep water. 🌊🍷