https://antedote.com/thinking/ antedote is a strategic research and innovation consultancy for consumer and technology brands, working globally from New York and London. https://antedote.com/thinking/does-the-brand-need-a-new-message-or-a-new-direction/ https://antedote.com/thinking/does-the-brand-need-a-new-message-or-a-new-direction/ Thu, 22 Oct 2026 00:00:00 GMT A new campaign can improve how a brand is understood. Sometimes the harder question is what it needs to stand for. https://antedote.com/thinking/what-gets-lost-in-a-convincing-ai-answer/ https://antedote.com/thinking/what-gets-lost-in-a-convincing-ai-answer/ Thu, 22 Oct 2026 00:00:00 GMT AI can help teams explore and interpret more. The risk is losing the differences that should change the decision. https://antedote.com/thinking/would-this-grow-the-business-or-just-the-range/ https://antedote.com/thinking/would-this-grow-the-business-or-just-the-range/ Thu, 22 Oct 2026 00:00:00 GMT An idea can appeal to customers and still add little to the business. Its value depends on what it changes across the whole offer. https://antedote.com/thinking/why-customers-who-want-to-switch-stay-put/ https://antedote.com/thinking/why-customers-who-want-to-switch-stay-put/ Sat, 18 Jul 2026 00:00:00 GMT An offer can be better and still ask people to give up something they value, from a routine that works to the certainty of the familiar. Understanding that exchange can matter more than adding another benefit.