Brand Threads

Cannes week does something to me every year. Twenty-four years in this business and the festival still makes me equal parts proud and embarrassed, sometimes in the same afternoon. This week handed me both feelings before the opening ceremony even started.

The World Cup opening ceremony shared its biggest moment with a stuffed monster. A fried chicken chain figured out the collectible toy game better than most toy companies have in years. And two brands told us exactly who they are, in opposite directions. One nailed it. One didn’t.

The Bear earned its reputation by treating every tiny detail with the same care as the big moments. Your brand works the same way.

Most of the branded merchandise you’ve ever bought did absolutely nothing. It went from a box to a table to a drawer. Probably sitting next to a hotel keycard from 2019 and some dead batteries.

Bear with me…this one is personal.