March 2026
The Evolution of Purpose: Ten Years of Marketing Signals Under Pressure
An INSIGHTS analysis from The Internationalist. For more than a decade, the marketing industry has debated the role of purpose. At times the concept has been celebrated as the future of brand building. At other moments it has been criticized as performative, political, or unsustainable. Both interpretations miss a more important reality. Purpose has never […]
Mr. Clean Comes Out of Retirement: A Lesson in Ageless Brand Advantage
A 68-year-old brand icon briefly retires—then returns with new product ideas and a social media comeback. The message for marketers: longevity and reinvention are not opposites. When Mr. Clean announced his retirement last month, the internet reacted the way it often does when a familiar figure steps away: with nostalgia, curiosity, and a little disbelief. […]
Longevity Is Reshaping Brand Strategy — Not Just Representation
Marketing has spent years treating demographic aging as context. It is not context. It is structure. The first phase of The Internationalist’s GenMORE+ Index — based on 268 cross-generational evaluations of 40 curated ads featuring people over 50 — suggests that longevity is not a niche consideration. It is redefining the architecture of brand growth. […]
What “Near Me” Search Trends Reveal About Brand Power in Fast-Casual Dining
In marketing, we often look at sales data to understand momentum. But search behavior tells us something earlier. Between November 2023 and December 2025, My Telescope search data shows a dynamic reshuffling of attention in U.S. fast-casual dining — with one brand dominating volume, several surging in growth, and others quietly losing ground. The story […]
The End of Time as Currency
AI, Agency Economics — and the Reinvention of Value For decades, agencies have measured value in time. Hours sold.Teams staffed.Retainers calculated against capacity. Artificial intelligence is now quietly dismantling that logic. A new report from VoxComm, entitled Redesigning the Agency Value Model, argues that AI is not simply transforming agency workflows — it is destabilizing […]