To Find Real Differentiation, Zoom Out

Fri, 05 Jun 2026 00:00:00 -0400
Leading Edge

Heineken's "the Clinker" — a smartband that lights up when two drinkers share music tastes — reframes what a beer brand can actually do for its target. As badge marketing loses its edge in crowded categories, the activation may signal a new discipline for brands willing to zoom out far enough to find a real problem worth solving.