Shift Perception

Five ways to get your brand to admit the scariest thing: the truth.

The most powerful position in any category is usually the one nobody's standing in.

Four ways to make everyone in the room recoil.

The brand that gives you permission is always more interesting than the one that tells you to stop.

The brief isn't where you put your ad. It's where you put your idea.

Make something worse. Watch your product look better.

Six ways to put exactly the wrong person in front of exactly the right audience.

Five ways to show how language can be the campaign.

Seven ways to change the context and turn 'a liability' into cultural capital.