The Insight Ledger

Writing

Essays on brand strategy, leadership, and the ideas shaping how great companies grow.

Marketing·Mar 2026

What the Crichton Leprechaun Still Teaches Us About Going Viral

I saw the New York Times piece on the Crichton Leprechaun this week and it took me straight back to 2006. If you were around then, you remember it. A local news segment in Mobile, Alabama. A crowd gathered around a tree. An "amateur sketch." A guy with a flute that wasn't a flute.

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Leadership·Jan 2026

What Indiana Football Taught Me About Belief, Brand, and Building Something That Lasts

I grew up in a Hoosier household. My dad was born in Columbus, Indiana. My grandfather, Richard Stoner, served on the IU Board of Trustees for 20 years—twelve of them as president. I have deep respect for the legacy of Indiana University.

AI·Oct 2025

The AI-Driven Brand: Why the Future of Growth Belongs to Creative Leaders, Not Algorithms

AI can write your copy, target your ads, and analyze your data. But can it build a brand people love? I've been watching this unfold up close.

Brand Strategy·Jul 2025

The Andor Playbook: How Challenger Brands Outsmart Giants Without Direct Confrontation

The most effective brands don't win by being louder — they win by being sharper. This isn't just true in fiction like Andor's rebellion against the Empire. It's the playbook that every successful challenger brand has used to carve out their position.

Leadership·May 2025

Warren Buffett's Leadership Principle That Changed How I Build Teams

Warren Buffett's wisdom about "praising by name and criticizing by category" isn't just clever advice - it's been a principle I keep coming back to in how I've built high-performing teams throughout my career.

Marketing·Jul 2024

Five Lessons in Innovation from Business Insider's Most Innovative CMOs

As a marketer, there's nothing I love more than learning from the best and brightest in the industry. So when Business Insider released their 2024 list of the 34 Most Innovative Chief Marketing Officers, I couldn't wait to dig in.

Brand Strategy·Jul 2023

The Power of Collaboration: Building Effective Relationships Between CBOs and CMOs

In the dynamic arena of today's business world, the secret ingredient for success is collaboration—with the relationship between Chief Brand Officers (CBOs) and Chief Marketing Officers (CMOs) being particularly important.

Brand Strategy·May 2023

Unlocking the Power of 10 Culturally Relevant Archetypes for Effective Brand Strategy

As marketing becomes increasingly focused on short-term performance, there is a growing need for visionary leaders who can connect the dots, smooth the experience, and identify growth opportunities for brands on the horizon.

Brand Strategy·Feb 2023

Is It Time to Rebrand Your Business? 6 Key Indicators You Need to Know.

As a business owner, you put a lot of time, effort, and resources into building your brand. However, as your business evolves, so should your brand. Sometimes, rebranding can be the key to revitalizing your business and staying relevant.

The Stoner Letter

Essays on brand, strategy, and the future of growth.

One thoughtful email every few weeks. No noise, no spam. Just ideas worth your time.