Be in The Know
🐰 Save an egg, dye a marshmallow. Jet-Puffed is selling $2 Easter dye kits in response to soaring egg prices.
🥩 A1 Steak Sauce responds flawlessly to the U.S. Secretary of Education mixing the brand up with “AI.”
🤩 Spotify pays tribute to major fandoms in its latest global campaign.
⚠️ Google’s anti-privacy bill push sparks outrage among advertisers.
🇨🇳 Temu pulled its Google Shopping ads in the U.S. and its App Store ranking tanked.
🤫 Meet Neptune, a TikTok alternative where creators can hide likes and follower counts.
The Brand Differentiator 2×2
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The Brand Differentiator 2×2 is a simple but strategic matrix that helps brands visualize how they stack up against incumbents, disruptors, and complementary players in their space.
Originally developed at Brex, this tactic is all about carving out meaningful differentiation that actually resonates with your audience—not just sounding cool or trendy.
Here’s how to use it:
- Start with your brand. What are 3 to 5 traits that feel authentic, matter to your customers, and can scale with you?
- List 3 to 5 incumbent brands in your category. These are the big, established players.
- List 3 to 5 disruptor brands. These are the challengers in your space with new approaches.
- List 3 to 5 complementary brands. These are the brands in your tech stack or adjacent spaces.
- Next, collect examples of how each brand personality shows up in visuals, tone, product experience, marketing, and comms (yes, screenshots encouraged).
- Analyze common traits—and spot the gaps. Look for personality traits no one owns yet that your audience will care about and that your internal culture can support long-term.
Check out Kira Klaas’ post to learn more and get the free Notion template.
Q for You
Klik Email
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This tool transforms your custom email signature designs into clean, clickable HTML—no coding required.
Just upload your design, add interactive hotspots, and copy-paste the result into your email client. It’s tested to work with Gmail, Outlook, and more.
This easily saves hours of dev time, and once downloaded, your signature is yours to reuse anytime with lifetime access.
It’s free to try!
Watch
Nice Guys
Sanpellegrino’s new campaign, “With Love, Italy,” reunites beloved Sopranos alums Michael Imperioli and Steve Schirripa for one last job—but, understandably, not everyone is happy see them.
The spot playfully riffs on the actors’ mobster associations as they go door-to-door delivering CIAO!, the brand’s new blend of sparkling water, juice, and Sicilian salt.
The campaign was created by Ogilvy New York and produced with Hogarth, Spark & Riot, Cabin, and Company3.
