We now live in a world where almost everything is abstracted and over-processed to the point of barely being real. Take hamburgers, for example. What once referred to a thick, juicy slab of minced beef flavored with regional spices now typically refers to a thin, frozen, mass-produced wafer of meat,…
The typical modern consumer generally assumes quality and functionality as given, so what they’re really seeking are experiences that help them to fulfill their psychological needs (affiliation, aspiration, and identity). A key way to satisfy all of these needs is to cultivate a "tribe" around your …
Geert Hofstede’s research into national cultures from the 1960s onward has identified five primary dimensions of culture: Individualism, Masculinity, Uncertainty Avoidance, Long-Term Orientation, and Power Distance. This research has proven useful in a variety of contexts, from setting national poli…
Spreadsheets soothe nerves but distort reality. Great brands move hearts before minds. Respect data yet prioritize instinct, meaning, and identity to spark devotion and long term impact numbers can't capture.
Great advertising is exceptional truth-telling. In 1912, Harry McCann and four partners launched the advertising agency that would later become McCann Erickson. Their founding motto was “Truth Well Told,” which beautifully expresses one of the most fundamental (and often misunderstood) principles be…
Is the Häagen-Dazs brand fundamentally inauthentic? The name “Häagen-Dazs” doesn’t actually mean anything. It’s not an ancient Danish city or the name of two Swiss ice cream masters or anything of the sort. The name was made up by Jewish-Polish immigrant Reuben Mattus, who sat at his kitchen table i…
Plaques don’t make culture. Enron’s polished values masked a cutthroat reality that imploded. If principles aren’t practiced daily in incentives, reviews, and decisions, they’re props inviting rot and eventual ruin.
After years of soul searching, experimentation, and dipping our toes in the water, we here at Forty have finally committed to fully adopting the Agile methodology across the board. This is a pretty radical change for a marketing agency. The Agile methodology was developed in the software industry, a…
When I was young, I had a really pessimistic view of marketing. I thought advertising was about emotional blackmail and manipulation, branding was conceptual mumbo-jumbo, design was pointless visual fluff, and public relations was just a way to hide your faults and deceive your customers. Taken toge…
Behind famous logos are scrappy stories, not pricey brainstorms. From Adidas to Volvo, names often spring from rivers, jokes, and founders’ quirks, proving creativity and context beat consultants.
Brands live in minds, not infrastructure. Sell your true vibe, not generic “quality.” Lean into what you are—authentic culture beats wishful rebrands and earns loyalty faster than polished spin.
A customer’s attention: it’s exceedingly difficult to acquire, experts measure it in milliseconds, it vaporizes if mistreated, and it’s worth far more than gold or diamonds. Scared? Don’t be—it’s putty if you know how to handle it. **Attention is the most fundamental unit of design.** Once you get p…
It is estimated that there are around 85 million websites in existence at the time of this writing. By the time you launch your website, it will probably be closer to 100 million. The days of “If you build it, they will come” are long gone. Don’t lose hope, though. Your website can receive the atten…
Stop copying competitors and build a site people want to visit. Focus on useful content, stickiness, professional craft, and ongoing care. Challenge assumptions, measure wisely, and keep refining with love.
Those five shiny words won’t win hearts anymore. They’re basic table stakes that scream defensiveness. Ditch the clichés, uncover what truly sets you apart, and claim fresh, memorable territory.