Most businesses don't struggle because they lack effort, they struggle because they're moving quickly in the wrong direction. Strategic consultation creates value by providing clarity before tactics, tools, or spend enter the picture. It helps answer what matters, what doesn't, and what should happen next.

Logos, colour palettes, websites, tone of voice. These are tangible, fast to evaluate, and easy to change. As a result, they become the focus of brand conversations, even though they sit downstream from the real work.

Here's what happened at CES 2026 and what it means for your marketing strategy in the months ahead.

When Coca-Cola unveiled its AI-generated remake of the beloved "Holidays Are Coming" Christmas campaign in November 2024, the brand expected innovation and efficiency. Instead, it sparked one of the year's most significant advertising controversies, becoming a cautionary tale about the limitations of generative AI in emotional brand storytelling.