On the power of ideas

A seven-part series to reshape how we think about branding, advertising, and consumer culture.

Defining millennial existentialism, the unspoken crisis driving how an entire generation engages with work, consumption, and identity.

Learning from three iconic advertising campaigns—Marlboro, Volkswagen Beetle, and Patagonia—to understand what they teach us about influence, impact, and responsibility.

Introducing three new concepts — philanthropic advertising, interdependent consumerism, and poetic capitalism — for a bold vision of the future of brands.