wisconsin, here we come!

Hey Reader,

Last issue we asked what you were most invested in at the 2026 Winter Olympics.

57% of you said hockey!

We did a little digging and learned that team USA's overtime win over Canada was the most-watched sporting event with a pre-9 a.m. ET start time in U.S. history, peaking at 26 million live viewers.

In other news, Simone and I are headed to Wisconsin this weekend for the Wisconsin Governor's Conference on Tourism. We're looking forward to a change of scenery, and days full of learning.

If you have any Milwaukee coffee or food recs, let us know!

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Strategic Thinking Newsletter: A weekly newsletter written by strategy coach, Julian Cole. Continue reading.

NPR recently rolled out a new marketing campaign, and it's a stellar example of how a brand can provide a foundation for successful marketing.

In a campaign titled "For Your Right to Be Curious," NPR swaps out the letters of its iconic logo for "how," "who," and "why" — turning its own name into a launchpad for a series of poignant, timely questions. The campaign is showing up on billboards in New York, Chicago, and D.C., across social media, and even at NPR headquarters, where the new treatment has replaced the name on the building itself.

You need not be familiar with NPR's campaign to know it's NPR. Their unmistakable brand and long-standing equity does the work for them.

For more info on how branding and marketing work together, check out the blog we wrote on the topic.

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