Should brand lead innovation, or the other way around? The answer: it depends, but brand is usually the north star. A strong brand gives innovation meaning and direction. But if a breakthrough idea comes first, don’t panic, just make sure your brand’s ready to carry it. Great ideas need strong identities to stick.

Taylor Swift’s latest album tease sparked a flurry of brand reactions, but not all hit the mark. Jumping on cultural moments can boost relevance, but only if done right. Before your brand joins the hype, ask: does it resonate, add value, and align with strategy? If not, you’re just glitter in the wind.

Feeling fried by your feed? You’re not alone. Digital detoxes are catching on, and for a good reason. Stepping away from screens boosts focus, sleep, creativity, and real-life connection. From “dumb phones” to mindful scroll breaks, even small changes can make a big impact. Ready to unplug and actually feel better?

Chicago’s buzzing over Pope Leo (aka Father Bob), our hometown priest turned pontiff. Why? Because he feels real, human, and relatable. And that emotional connection? Brands could learn a thing or two. In a world craving authenticity, being “the real thing” matters more than ever.

I started 2025 feeling a bit bleak about femininity’s future (hello, diet culture déjà vu and trad wife TikToks), but spring brought fresh optimism. From women’s growing spending power to the rise of women’s sports, the tides are shifting. Here’s to brighter stories, better representation, and marketing that actually gets women.

Ever sit through movie credits and skip the story? That’s kind of what insights work can feel like: too much detail & zero story. Especially in Demand Space projects, clients get mountains of data but no real story. That’s why we built a better framework – one that turns credits into compelling, strategic storytelling. Curious?