# brand need (blogs) — RSS Amplifier Recent posts from the 2 feeds in the RSS Amplifier directory that cover brand need. Page: Feed: --- ## [We Killed the Big Idea. Then Asked for 47 Deliverables.](https://ercoleegizi.substack.com/p/we-killed-the-big-idea-then-asked) _2026-08-19 · Ercole Egizi · BRAND, THE END OF INNOCENCE_ Somewhere along the way, advertising stopped asking, “What’s the idea?” and started asking, “How many assets?” ## [Overcapacity — Notes from China \[002\]](https://whowhatwai.substack.com/p/overcapacity-notes-from-china-002) _2026-08-16 · who what wai_ Swimming in stories (literally) ☔️ ## [I Summoned David Ogilvy. He Wasn’t Impressed.](https://ercoleegizi.substack.com/p/i-summoned-david-ogilvy-he-wasnt) _2026-08-11 · Ercole Egizi · BRAND, THE END OF INNOCENCE_ David Ogilvy passed away in 1999. ## [Overcapacity — Notes from China \[001\]](https://whowhatwai.substack.com/p/overcapacity-notes-from-china-001) _2026-08-09 · Olivia Plotnick · who what wai_ introducing a new series 🗞️ ## [Brands Know Everything About Us. They Still Don’t Know Us.](https://ercoleegizi.substack.com/p/brands-know-everything-about-us-they) _2026-08-05 · Ercole Egizi · BRAND, THE END OF INNOCENCE_ At 11:43 p.m., a woman puts a pair of shoes in her shopping cart. ## [New Brands Don’t Need Better CVs. They Need More Complete Humans.](https://ercoleegizi.substack.com/p/new-brands-dont-need-better-cvs-they) _2026-08-03 · Ercole Egizi · BRAND, THE END OF INNOCENCE_ The modern hiring process has achieved something close to perfection. ## [The September Brand Detox: 10 Things Brands Should Do Before They Start Talking Again.](https://ercoleegizi.substack.com/p/the-september-brand-detox-10-things) _2026-08-03 · Ercole Egizi · BRAND, THE END OF INNOCENCE_ September is when brands return from holiday with a tan, a backlog and the dangerous belief that a few weeks away have somehow improved their character. ## [Brands Don’t Need More Creative Leaders. They Need to Let Them Lead.](https://ercoleegizi.substack.com/p/brands-dont-need-more-creative-leaders) _2026-08-03 · Ercole Egizi · BRAND, THE END OF INNOCENCE_ Creative leaders are already inside the building. ## [AI Will Not Replace Creatives. It Will Replace the Excuse for Bad Ones.](https://ercoleegizi.substack.com/p/ai-will-not-replace-creatives-it) _2026-08-03 · Ercole Egizi · BRAND, THE END OF INNOCENCE_ If your work can be replaced by a prompt, maybe it was already dead. ## [Cannes 2027: No Idea? No Problem. There’s a Category for That.](https://ercoleegizi.substack.com/p/cannes-2027-no-idea-no-problem-theres-d37) _2026-08-03 · Ercole Egizi · BRAND, THE END OF INNOCENCE_ Cannes Lions has around thirty Award categories. ## [CLI-first decentralized compute (Sponsored)](https://crawlproof.com/a/AcWP25L5ul01) _2026-08-03 · **Sponsored**_ Run and pay spare GPUs from the CLI — transcode, coinpay (DID+escrow), infernet (AI). ## [🌲 Techno in the trees: My weekend at a music festival in the forest north of Beijing](https://whowhatwai.substack.com/p/techno-in-the-trees-my-weekend-at) _2026-07-24 · Olivia Plotnick · who what wai_ All for the plot ## [Chinese brand you need to know: OUTCiRCS](https://whowhatwai.substack.com/p/chinese-brand-you-need-to-know-outcircs) _2026-07-12 · Olivia Plotnick · who what wai_ Storytelling is out, products are in. ## [The End of the Case Study Line](https://ercoleegizi.substack.com/p/the-end-of-the-case-study-line) _2026-06-30 · Ercole Egizi · BRAND, THE END OF INNOCENCE_ The case study is advertising’s most successful fiction format. ## [\[Travel diary\] Shaoxing: A coffee farmer on Claude, an artisanal bakery, and rural bus routes](https://whowhatwai.substack.com/p/travel-diary-shaoxing-a-coffee-farmer) _2026-06-22 · Olivia Plotnick · who what wai_ A visit to "China's most liveable city" ## [Chinese brand you need to know: NEDAO](https://whowhatwai.substack.com/p/chinese-brand-you-need-to-know-nedao) _2026-06-17 · who what wai · who what wai_ Is this the next biggest running brand? ## [The Terrifying Side of Emotional Consumption 👻](https://whowhatwai.substack.com/p/the-terrifying-side-of-emotional) _2026-06-09 · Olivia Plotnick · who what wai_ And what it says about what Gen Z wants ## [Chinese brand you need to know: Herbeast 东边野兽](https://whowhatwai.substack.com/p/chinese-brand-you-need-to-know-herbeast) _2026-04-15 · who what wai · who what wai_ The oil serum that has me in a chokehold ## [Forget Chongqing. Have you been to Fuzhou?](https://whowhatwai.substack.com/p/forget-chongqing-have-you-been-to) _2026-04-06 · Olivia Plotnick · who what wai_ This city serves up more than just good blessings 🧧 ## [Stop with the pop-ups. Unless they look like this](https://whowhatwai.substack.com/p/stop-with-the-pop-ups-unless-they) _2026-03-23 · Olivia Plotnick · who what wai_ Two brands that raised the bar this weekend in Shanghai