Ideas

Articles, news, and podcasts on creative strategy.

Why going viral can kill your brand, just like a virus
Featured · Article

Why going viral can kill your brand, just like a virus

Chasing reach is chasing the wrong number. Here is what the research actually says about resonance, trust, and the small audience you were built for.

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Ethan Riccie
Ethan Riccie President & CEO · June 17, 2026
¡WEPArt! Colectivo takes its first museum show to Chicago
News

¡WEPArt! Colectivo takes its first museum show to Chicago

Ten Puerto Rican artists from Indiana are opening their first museum exhibition, and we are proud to help stand behind it. The arts are one of the truest parts of being human, and this is what they look like.

Fivonaccie · July 18, 2026
The marketer's new favorite file type
Article

The marketer's new favorite file type

Your computer is already a landfill of drafts and versions. Here is the one new file worth adding to the pile, because it goes anywhere and AI reads it best.

Ethan Riccie
Ethan Riccie · July 16, 2026
Creativity is your highest-return investment
Article

Creativity is your highest-return investment

Better creative is the closest thing marketing has to a free lunch. It makes every other dollar you spend work harder, and most companies still treat it as an afterthought.

Ethan Riccie
Ethan Riccie · July 15, 2026
Being recognizable beats being different
Article

Being recognizable beats being different

Most brands burn their energy trying to be different. The ones that win are just the ones people can bring to mind without trying.

Ethan Riccie
Ethan Riccie · July 8, 2026
The quarter is eating your brand
Article

The quarter is eating your brand

Spend everything on what converts this quarter and you slowly starve the work that makes next year easier. The brands that last invest in the buyers who are not ready yet.

Ethan Riccie
Ethan Riccie · July 1, 2026
You were never supposed to serve everyone
Article

You were never supposed to serve everyone

The riches are not in the reach. They are in being the obvious choice for one specific person.

Ethan Riccie
Ethan Riccie · June 24, 2026

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