The Implications of Banning TikTok for Millions
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Fly By News - Week of Oct 31
October 31, 2025
There’s a new kind of accountability sweeping through marketing right now, and it’s coming from every direction. Regulators are cracking down on deceptive claims, search algorithms are punishing lazy content, and creators are being treated like growth channels instead of glittery billboards. The result is a market correction of sorts: authenticity, substance, and measurable impact [...]
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Brita’s Subversive TikTok Strategy: Personified Voice and Viral Engagement
October 24, 2025
Brita has recently rebranded its social media presence, especially on TikTok, into a surreal, subversive performance that’s racking up millions of views. Gone are traditional, polished product ads. In their place? Singing sharks, glum robots, and a kitten-inspired hydration anthem called “Bwita.” These chaotic characters anchor Brita’s absurdist, meme-friendly content strategy. They croon, lament thirst, [...]
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Grow Smart: The ROI-Driven Marketing Playbook [Part 2]
October 21, 2025
This is the second article in a five-part series about ad spend ROI, authored by Karlon Group. In this article I’ll explain how to look at ad spend ROI in the early days, when you have a modest marketing budget, a limited marketing tech stack, and a lean team. Before diving in, let’s recap a [...]
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Fly By News - Week of Oct 17
October 17, 2025
Ad industry leans into “humanness” as AI looms larger The creative pendulum is swinging back to the human touch. At Advertising Week New York, speaker after speaker echoed the same mantra: emotion is the last moat. As generative AI floods feeds with infinite sameness, the industry is rediscovering the value of lived experience, imperfection, and [...]
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Paris Fashion Week 2025: What Happened, Why It Matters, and How to Turn the Afterglow into Growth
October 14, 2025
Paris closed the season with a burst of new leadership, high-impact staging, and a reassuring signal that luxury appetite is stabilizing. What follows is a clean, marketer-friendly readout you can hand to your CMO or use to brief your team. It blends the on-runway story with practical moves you can execute across ecommerce, content, and [...]
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Grow Smart: The ROI-Driven Marketing Playbook [Part 1]
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October 7, 2025
Article #1 Introduction: The Fundamentals of Performance Marketing ROI This is the first article in a five-part series about performance marketing ROI, authored by Karlon Group. The series is meant for professionals in the digital consumer space that want to better understand how to measure ad spend ROI. If you’re a CEO, CFO, or CMO [...]
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The AI Advantage for Black Friday and Cyber Monday: Do’s, Don’ts, and Lessons Learned
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October 1, 2025
The best Black Friday and Cyber Monday teams do not win with bigger promo codes. They win with sharper decisions made faster than the competition. Generative AI helps you do that at scale, but it only pays off if you pair the tools with real customer insight, guardrails, and a clear revenue model. Consider this [...]
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Black Friday Without the Bleed: The Deep Discount Dilemma
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September 16, 2025
Every November, the digital marketplace feels like a battlefield. Retailers drop prices by 40, 50, sometimes even 70 percent, hoping to drown out competitors and capture fleeting customer attention. But behind the curtain, a different story plays out: profits shrink, returns surge, and customer loyalty erodes. One founder described it bluntly after last year’s Black [...]
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The Labubu Playbook: Turning Oddities into Obsessions
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September 4, 2025
Walk down any street in Hong Kong or spend a few minutes on TikTok and you will encounter that plush-faced, rabbit-toothed creature that has become one of the most recognizable icons in Asia’s pop-culture zeitgeist. Labubu, created by Kasing Lung for the The Monsters series from POP MART, has transcended toy status to become a [...]
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Beyond the Bell: How Brands Can Capitalize on the Post-Back-to-School Market
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September 4, 2025
September does not end the consumer surge. It shifts it. Parents exhale after the supply-list scramble. College students settle into dorms with new routines. Teachers, coaches, and administrators start thinking about the long school year ahead. For marketers, the post-back-to-school window is less about sharpened pencils and more about momentum. The buying frenzy does not [...]
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Football Season Shows Why Hype Beats Logic Every Time
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September 2, 2025
Every September, football season kicks off and takes over American culture. Stadiums sell out, ESPN dominates dinner-table conversation, and alumni networks flood social feeds with tailgate photos. For businesses, this isn’t just entertainment, it is a masterclass in how to win (and sometimes lose) at strategy, execution, and audience engagement. The start of the NFL [...]
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The Business of Bottomless: What Olive Garden’s Never Ending Pasta Bowl Teaches Us
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August 26, 2025
Recessions do not always announce themselves with ringing alarms. Sometimes they creep in through smaller tips at restaurants, cautious quarterly earnings calls, or, more recently, the sudden stall in consumer discretionary spending. In those moments, brands have a choice: pull back and protect margins, or double down on customer loyalty with bold, even counterintuitive plays. [...]
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Neon Mirage: How Vegas Gambled Away Its Magic
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August 20, 2025
Las Vegas built its empire on one seductive promise: the chance to feel bigger than your paycheck, at least for a weekend. For decades, Americans and international travelers alike treated Sin City as the adult Disneyland, a place where disposable income and common sense went to die under neon lights. But today, the house that [...]
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Fluent in Bullsh*t: Why AI Sounds Smart but Can’t Be Trusted
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August 12, 2025
Understanding LLM Hallucinations Large Language Models (LLMs) are powerful content generators, but they can sometimes “hallucinate” – outputting false or made-up information as if it were true. An AI hallucination occurs when a model produces text that sounds plausible and confident but is factually incorrect or unfounded. This isn’t a software bug per se; it [...]
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Marketing in the Age of Scandal: How Astronomer Turned Infamy into Influence with a Paltrow-Powered Pivot
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July 30, 2025
If marketing is, at its heart, the art of narrative control, then Astronomer’s cheeky, Gwyneth Paltrow-led ad campaign may go down as one of the decade’s most agile case studies in brand redemption—and perhaps even reinvention. Just a week prior, Astronomer was a relatively anonymous data infrastructure company, known mainly to a subset of developers [...]
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