LO:LA was recently featured in The Drum  following a closed-door SXSW conversation about AI, creativity, and the future of marketing. There is no question that AI has changed the tone of the conversation in marketing. For years, the industry operated with a familiar truth: everyone wanted the work to be cheaper, better, and faster, but in reality, you could usually only have two. Then AI arrived and suddenly seemed to offer all three at once. That is what makes it so seductive. It feels like...

Alignment is often treated as a cultural concern. Something internal. Something secondary. Important, perhaps, but not urgent. That framing is a mistake. Alignment is not a soft metric. It is a commercial one.

Rebrands that begin in reaction to visible pain are rarely strategic. They are corrective. And corrective brand work is always harder, more expensive, and less effective than brand work done at the right moment. Most rebrands fail not because they are poorly executed, but because they are mistimed.