1. Max Ottignon, Ragged Edge: “Difference works”

Max Ottignon, Co-founder of Ragged Edge, shared a thought-provoking perspective on the shifting dynamics of branding in an AI-driven world. Both people and brands are falling into the trap of conformity—thanks to algorithms. Ottignon argued that as we try to please these systems, individuality gets lost in the process, as algorithms actually encourage us to conform to their rules and trends. To break free, brands must embrace the power of being different.

He shared three fascinating effects that show why being different matters: the Von Restorff effect, which proves we remember what stands out; the Red Sneaker effect, where breaking the norm signals higher status; and the Mere Exposure effect, where familiarity breeds fondness. For brands looking to make an impact, tapping into these principles can make all the difference.

2. Andy Pearson, Liquid Death: “Everything is stupid until it isn’t”

Andy Pearson, VP of Creative at Liquid Death, made a bold case for embracing “worst practices” in marketing. He argues that while most brands take marketing way too seriously, consumers actually hate marketing. His philosophy? Have more fun and break the mold. At Liquid Death, they embrace “anti-marketing” and aim to be the best, most memorable thing someone sees all day—whether through water, merch, or their wild social content.

Pearson's approach is all about “thinking wrong” and shaking up the status quo. In brainstorming, they start by asking, “What’s the dumbest thing we could do?”—because that often leads to the most entertaining results. Rather than over-analyzing, they move fast, make small bets, and see what sticks. His team views Liquid Death not just as a brand, but as a cast of characters—imperfect, opinionated, and multidimensional. The takeaway? Everything is stupid until it isn’t, so stop overthinking and start having more fun.

3. Eleazar Ruiz, Odd Notion: “What’s in my hand?”

Eleazar Ruiz, founder of Odd Notion, brought a refreshing take on building a purpose-driven brand. His agency recently earned its B-Corp certification, a milestone rooted in his three P’s: purpose, planet, and profit. Ruiz encouraged the audience to reflect on the question, “What’s in my hand?”—a call to leverage the unique skills and abilities each of us possesses to create impact. For him, it was graphic design, business acumen, and a distinct point of view that helped him build a business centered around showing up for his community every day.

Ruiz also shared how embracing his differences was key to his success. Early on, he tried to fit in, but it was when he leaned into what made him stand out that things clicked. He now gives back through pro bono brand sprints he named Dream Night—intense six-day workshops where he and his team donate time to small businesses. To date, Odd Notion has contributed 712 hours of work to support these under-resourced brands. It’s a testament to the idea that real impact comes from staying true to who you are and helping others do the same.

Bonus curious thing: how Dawn helped LilyAI find its signature style

Dawn recently partnered with Laetro to revamp the website and brand positioning for LilyAI, a startup using AI to supercharge product discovery for retailers. LilyAI's platform helps brands better understand customer intent, making online shopping more personalized and accurate. We worked with them to freshen up their look and messaging to reflect how far they've come.

The result? A sleek new digital presence that showcases their AI-powered innovation and growing impact. We had a blast collaborating with the talented teams at LilyAI and Laetro to bring their vision to life.