There’s a fine line between evolving your brand and overcomplicating it.   Most companies don’t even realize they’ve crossed it until their long-standing audience starts asking basic questions again.  That’s what made “This is an Xbox” such an interesting campaign to watch.  Microsoft’s “This is an Xbox” campaign set out to redefine what Xbox meant. The idea was simple on paper: Xbox isn’t just a console…

Most messaging decisions feel small when you make them. You make a headline tweak, add a sharper line, and generally try to make your audience feel more specific and defined.   But those small decisions add up and sometimes they narrow your audience more than you realize. That’s what made Nike’s Boston Marathon campaign worth paying attention to.   One ad in a broader brand…

For the last few years, Duolingo has been one of the most recognizable brands on the internet. It’s “unhinged” marketing strategy—built on absurd humor, Tik Tok trends, and a chaotic brand voice—helped it stand out in a crowded market and rack up millions of followers.  But now, it’s pulling back.   The strategy didn’t fail. It worked, maybe too well. But shock-driven marketing…