by Joseph Fioramonti | Aug 2, 2026 | research study
How a U.S. Public Distinguishes “Health” from “Wellness” EHealth vs. Wellness: What People Actually Picture “Health” and “wellness” have become the twin engines of a trillion-dollar conversation — and we use the words...
by Joseph Fioramonti | Jul 28, 2026 | articles
A Field Guide to Vague Creative Feedback Quick answer: Vague creative feedback isn’t a sign the stakeholder is being difficult. It’s a sign they’re reacting to something real that they don’t have the vocabulary to name. “Feels off,”...
by Joseph Fioramonti | Jul 21, 2026 | articles
Why Mid-Project Pivots Happen (and What Triggers Them) Quick answer: A creative project rarely lurches off course at the end. It starts wobbling much earlier, usually the moment a new variable enters the room: a new stakeholder, a leadership change, a...
by Joseph Fioramonti | Jul 10, 2026 | articles
How to Test a Logo Before You Launch It Quick answer: You can’t reliably test a logo by posting it to a Facebook group, running it past a focus group, or sending it to your spouse. Those methods measure who’s loudest, not what your audience associates with...
by Joseph Fioramonti | Jul 9, 2026 | articles
The Real Cost of a Rebrand Revision Cycle Quick answer: A single round of major creative revisions on a rebrand routinely runs from $10,000 to $50,000 once you count agency hours, internal stakeholder time, delayed launches, and pulled ad spend. The dollar figure on...
