BIG QUESTIONS
What is your brand saying… nonverbally?
What your brand says is one thing. But what it signals nonverbally is quite another. And very often, those two things are working off different playbooks. It’s important because your prospects put more stock into your nonverbal cues than what you’re explicitly saying. And your brand is ALWAYS communicating nonverbally: through typography, service responsiveness, usability, design, attention to details, company policies, and the 1,001 other choices that shape how it shows up in the world. Even payment options say something. Are you modern or stuck in the past? Are you consistent or chaotic? Responsive or lazy? Do you say one thing but do another? Is your visual language clean and intentional, or does it scream “designed by committee”? Your meta-messages speak volumes, and when the nonverbal cues line up, trust builds even without the language you use. So yes, pay attention to your messages, but know that the best brands hum with a vibe emanating from every single itsy-bitsy touchpoint – nonverbals and all.
TOOL JOY
Caving in never felt so productive
If your to-do list is staring you down and your brain would rather reorganize the spice drawer, meet Caveday. This online platform runs virtual guided work sessions that turn focus into a team sport. Instead of fighting distractions alone, you drop into a live “Cave” with a small group of people all working in sync. Sessions follow pomodoro-style focus blocks with optional check-ins, so you get the accountability boost of community. Focused work now, Slack replies later – everyone wins.
DESIGN WE ❤️
2026 Pantone Color of the Year is…
White. More specifically, PANTONE 11-4201 Cloud Dancer. Pantone describes it as “a billowy white imbued with a feeling of serenity” and “a symbol of calming influence in a frenetic society rediscovering the value of measured consideration and quiet reflection.” Pantone has never chosen white as a color of the year before, so naturally it has generated a billowy abundance of commentary: Is it tone deaf, clinical, calm, hospital vibes, recessionary – all of the above?
Pantone made a bold choice this year, and as with all bold choices, there’s inherent risk. Will it inspire us all to put down our devices, step outside, touch grass, and contemplate dancing clouds? Only time will tell.
BEEP BOOP
All cisterns go: Cleaning toilets is really where the robots shine. More of that, please.
Strange(r) things are afoot at Target: Hungryman recreated a 1987-era Target store from scratch for this tribute ad.
Move aside, Cloud Dancer: San Francisco graphic designer Madeleine Voge offers a handful of intriguing and unusual color-combo eye candy that we are diggin’.
Tee-hee: What do you think of when you hear the words “Jolly Rancher?” How about “Pirate’s Booty?” Or “mild salsa?” Stay with that exercise for a bit and your mind may eventually wander to where the Uber Eats creative team landed for these fun ads.
Rain on the robot parade: McDonald’s just pulled their AI-generated holiday ad amid public backlash. So it’s not alllll roses and sunshine down at the robot factory.
WORD TO THE WISE
“We were so busy becoming data scientists, we forgot how to be interesting.”
– Gustaf Wick, Global Brand Strategist, Mahlab
We invented the perfect system for reaching millions of people who aren’t thinking about your product. Hint: It’s called the telly. Then, we abandoned it because CFOs couldn’t measure the ROI of making someone feel something. Remember, the vast majority of people are not shopping for your product right now. So your job is to stick in their minds, and there is no way to truly measure that. That’s marketing, baby!
BECAUSE WE CARE
Is your brand actually on brand?
If it’s been a hot minute since you really asked this question, Pinwheel’s CMO Playbook might be exactly what you need in 2026 for a little fresh perspective. We’ll dive in deep with a 360-degree analysis of your brand strategy, brand fidelity, platform tactics, best practices, and more. We’ll answer burning questions like: Does the brand follow best practices across all channels? Does the brand sound trustworthy? Is the storytelling consistent? Engaging? And clear? After we do our digging, you walk away with a detailed audit showing how customers are actually experiencing your brand, plus a step-by-step playbook to optimize performance.
Reach out to Todd@pinwheelagency.com to find out more.
ICEBREAKER
What’s in your “holiday survival kit”?
Melissa: Yeast – lots of yeast. I do a TON of baking over the holidays.
Todd: Scheduled downtime. Every major holiday event requires a subsequent period of silence of roughly equal duration.
Sarah: Delicious cookies, cozy blankets, and matching PJs with the dog.
Kim: Tissues, Dayquil, and the hope that it’s “just a cold.”
Irene: Good snacks (hidden from the rest of my family) and an endless supply of craft projects to keep me busy.
Jason: I watch a lot of basketball (high school) and football during this time without any guilt. It helps when it’s just raining outside.
John: Home sickness hits hardest for me during the Holidays, so I get proactive about staying in touch with family and friends via WhatsApp and Zoom.
FALLACIES, PARADOXES & THEORIES…OH MY
The Observer’s Paradox
When you ask someone what they think of your ad creative, email creative, campaign concept, or whatever, they stop being a consumer and start being a critic. That’s the Observer’s Paradox, and it haunts both the informal “hallway feedback” and formal focus groups. The very act of observing changes what is being observed. So before you tweak that headline based on “quick input” from a colleague, remember: Real reactions happen in the wild, not under a microscope. Sometimes, if not most times, it’s better to trust your gut.
