Ben Schott
Bloomberg
New York, NY, United States
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Past articles by Ben:
Why Brands Are Reeking Havoc on Our Noses
From bacon-scented dental floss and KFC firelogs to Hummer perfume and aroma-enhanced VR porn, companies are doubling down on the sweet smell of excess. → Read More
Brand Britannia and the Marmite Monarchy
Bloomberg Daybreak Middle East. Live from Dubai, connecting Asian markets to the European opens. The show will focus on global macro issues with a middle eastern context, provide expert analysis of major market moving stories and speak with the biggest newsmakers in the region. → Read More
Vernacular Branding Scores Big by Aiming Low
From sneakers and supermarkets to pop stars and politicians, billion-dollar brands are subverting professional polish to claim a fake authenticity. → Read More
Is There Anything That Gen Z Won't Drink?
Alcohol brands are thinking outside the bottle to fuel and gratify a new drinking culture. → Read More
Branding Wealth Management for the Averagely Affluent
Your investment robo-adviser won’t see you now. → Read More
Make Twitter’s Edit Button Obvious, Ugly and Fleeting
Elon Musk wants to reinvent the social media site in his own, disruptive image. Don’t let him. → Read More
From Ukraine to Auschwitz, a Single Letter Can Damn or Defy
Putin’s pro-war “Z” is just the latest example of the agitprop branding of our alphabet. → Read More
From Target to Supreme, Branding's Latest Obsession Is Collaboration
Brand partnerships used to be sparing, targeted — special, even. But as subcultures flourish, no new collaboration is too zany. → Read More
Does Your Brand Speak ‘Brandsperanto’?
From Nike and Apple to Target and MasterCard, today’s wordless silhouette brands are tapping into a wider trend of universal symbolic communication. → Read More
Meta’s Mediocrity Is the Message
Avoiding catastrophe was the bar for Facebook’s rebranding, and Mark Zuckerberg cleared it. → Read More
What to Do When Haters Come Gunning for Your Brand
When displacement hits, are you a mouse or a mule? → Read More
Your Brand Has Never Been Easier to Destroy
Welcome to the wild world of product displacement, in which no brand is safe from "hatejacking" and other threats. → Read More
So You Want to Work with Creative People?
A guide to fostering more fruitful collaborations between corporate canines and creative cats. → Read More
Brands Are Coming for Your Ears
Why audio has become the latest front in branding’s battle for your attention. → Read More
What Banks and Airlines Can Learn from Funeral Homes
Undertakers can’t afford not to be the kings of customer service. → Read More
There’s an Easter Egg in This Column. Can You Find It?
What every company can learn from the humor and humanization of hidden gems. → Read More
Debranding Is the New Branding
From Burger King and Toyota to Intel and Warner Brothers, major brands are discarding detail and depth. Why now, and what’s the rush? → Read More
Generation Z, You’re Adorkable
A gaggle of disruptive brands is deftly targeting consumers born between 1997 and 2012. → Read More
Britain’s Covid Response Is Graphic Confusion
The country that brought the world “Keep Calm and Carry On” needs to go back to the drawing board. → Read More
Covid-19 Has Made Us All Dashboard Junkies
The deadliest pandemic of the digital age has supercharged the rise of the dashboard, and illuminated the promise and peril of “dashboard thinking.” → Read More