Both-ism is a cultural phenomenon where contradictory elements coexist harmoniously, influencing trends in commerce, technology, and social dynamics. Some examples include omni-commerce fusing digital and brick-and-mortar, 'worcation' or 'bleisure', and alcohol-free spirits for mocktails. Brands can offer innovative solutions and offer novel experiences by embracing both sides of a dichotomy.

Counter-positioning is when you choose an enemy that helps customers understand your difference and positions your brand as the obvious alternative. BMW positioned itself as the “ultimate driving machine” and contrasted itself against Mercedes by calling its product the “ultimate sitting machine.” Mercedes was known for its comfort so BMW reframed that strength as weakness. This campaign enabled BMW to grow U.S. sales from 13,000 cars per year to 90,000 per year.

Mascots increase connection with a brand by 41%, in part because people form emotional bonds with them. Using a mascot long-term can increase profits by 34.1%. Companies should consider adding a mascot to their branding and then use it regularly so consumers recognize it. A mascot can be useful for customer engagement and provides an opportunity to showcase your brand's personality in your brand voice.

TikTok has quietly launched a new social media app called Whee, an Instagram alternative with a logo resembling Instagram Threads. Early adopters noticed the logo's familiar looping curved line and gradient colors, raising questions about originality in a crowded market. With numerous social media options, it's uncertain how Whee will distinguish itself or succeed.

Distinctive and memorable brand assets help a company stand out among an increasingly distracting world. Aim for 4-5 brand assets, which could include a color, shapes, storytelling, characters, taglines, font, or audio. Start by creating 1-2 assets first to build strong anchors before expanding to more. Avoid assets that are already connected to the competition or have strong non-brand meanings such as Coke's green can flop. Low-meaning assets, like Geico's gecko mascot, can be extremely memorable and effective. Anchor distinctive assets with the more memorable brand asset, such as your logo. Fight the urge to change your distinctive assets over time, which can harm your brand recognition as well as your bottom line.

Many marketers prefer rebrands over big ad campaigns because rebrands allow them to stay relevant and agile in a rapidly changing market. By investing in brand building, companies like Kraft Heinz and Wayfair can better understand consumer behavior and create a holistic strategy across multiple channels. This approach helps to maintain a strong identity and connect more deeply with their audience, rather than relying solely on short-term performance marketing.

Brands like Graza and Fishwife are standing out with vibrant, Instagram-worthy packaging that breaks from past minimalistic trends. While visually striking designs can capture attention, blindly following trends may not foster long-term brand loyalty. Instead, successful brands focus on unique storytelling, understanding their audience, and differentiating themselves from competitors.

The success of South Korean brands lies in their ability to create immersive experiences that engage consumers on multiple sensory levels. Brands such as Gentle Monster and popular K-pop acts use innovative retail concepts, compelling visual design, and cultural storytelling to deepen customer engagement. This focus on sensory immersion not only drives brand loyalty but also cements their influence on the global stage.