Before building anything, Pfizer and Vivaldi tested five different platform concepts against real patients in Swansea. Here's why they started with behavior, not features. Full story on how the platform strategy was built: vivaldigroup.com/work/innova…

Marketing too often loses the budget argument before it starts, usually because the case is made in a language finance doesn't trust. If you lead brand, marketing or growth and would like to be considered for this or future events, express interest here: vivaldigroup.com/winning-the…

Henkel acquired Olaplex. The obvious move is integration.  That move would likely destroy it.  Olaplex's value lives in a specific moment. The question is not how to scale it. It's how to expand without losing the moment.  The full piece makes the case: vivaldigroup.com/henkels-acq…

Brand architecture may be shifting from organizing brands to deciding where to invest. That turns it into a core strategic discipline. vivaldigroup.com/portfolio-s…

Disney’s brand strategy turns profit into more profit by reinvesting in content and experiences that feed demand.  Most portfolios don’t do this and miss out.  Here’s why: vivaldigroup.com/why-disney-…

Campaigns and segmentation were born from limitation.  AI enables real-time response instead of planned bursts of communication.  Here is why that matters for growth strategy:  vivaldigroup.com/marketing-a…

La Roche-Posay. Hoka. BYD. ServiceNow.  None of them win on awareness or brand mythology.  They win by owning specific high-intent situations and building trust through resolution.  Read more: vivaldigroup.com/the-causal-…

Instacart's AI entry point is not a product category. It is a demand moment: dinner, budget, dietary restriction, time. That is not search optimization. That is a different understanding of market logic. vivaldigroup.com/ai-is-not-j…

Henkel. McCormick. Authentic Brands Group. Pernod Ricard. Kimberly-Clark. The deals look unrelated. They are not. There is one logic running underneath all of them, and it is changing how portfolio strategy works. Read the full piece here: vivaldigroup.com/something-i…

Ehrenberg-Bass is indispensable for growing penetration in a mature category. It was not built for creating demand spaces, redefining categories, or reshaping willingness to pay. Framework fit matters as much as framework quality: vivaldigroup.com/marketing-d…

OTA updates can extend product life and strengthen trust. Or they can shift control away from customers and quietly erode it. Technology is the same. The mindset behind it is not. vivaldigroup.com/when-smart-…

There is a level of wealth that allows one to own a private plane. That doesn't mean planes cause wealth. Same logic problem sits inside one of marketing's most influential growth theories: vivaldigroup.com/this-debate…

Goodles didn't just make a better mac and cheese. They found a demand adults had that the category had never captured. That's a different growth story. More on why this matters for how we think about growth: vivaldigroup.com/goodles-is-…

In evolving markets, focusing on the product may not be enough. LEGO competes by building a system around its core. vivaldigroup.com/how-lego-co…

AI exposes the difference between brands that shaped meaning and brands that simply bought visibility. Read the full article to explore why the future of marketing may reward depth over volume: vivaldigroup.com/ai-wont-kil…

Introducing ‘The Orchestra: A Vivaldi Brand Film’.   As we help clients navigate AI transformation, we’re putting emerging technologies to work ourselves.   Created in-house by Satya Sawhney using Gen AI.

A LEGO set doesn't stop creating value once it's sold. The household owns more bricks, existing bricks get more useful, a ritual forms. That compounding is the real growth story. Full thinking here: vivaldigroup.com/most-compan…

AP lent its design codes to a mass-market collaboration. The launch generated fights, police, and store closures. AP is not insulated from that narrative. Here is why it matters: vivaldigroup.com/royal-pop-o…

Chocolate volume declined 6.9% in 2025. Revenue rose. Fewer units. More money. That data point tells you exactly where consumer psychology is heading and what brands in every premium category need to understand. vivaldigroup.com/food-as-a-s…

If you define your business by what you sell, you are already downstream. Uber's autonomous vehicle strategy is not about robotaxis. It is about controlling how a demand space gets fulfilled. Read the full article here: vivaldigroup.com/most-people…