The Broadmind Business & Innovation Tracker

How top brands combine smart acquisitions, engaging experiences, and strategic collaborations to captivate consumers and redefine their markets.

Apr 02, 2025

In this edition of PSFK's Business and Innovation Tracker from Broadmind, we're highlighting brands making smart, strategic moves to stay ahead. From Ford and Volkswagen innovating in the evolving automotive landscape, to Unilever investing in sustainability through premium personal care, and LG and Samsung reshaping their brands with consumer-focused tech, these stories showcase how creativity, thoughtful partnerships, and fresh approaches are transforming industries and capturing consumer interest.

(Also as a quick podcast read in Piers’ voice: Apple & Spotify…)

Ford trucks are off to a stellar start this year, with the best early-year sales in decades for the F-Series lineup. Despite weaker performance in SUVs and passenger cars, these truck sales mean solid profits that allow Ford to push forward with EV transitions and innovations like their Pro software and BlueCruise driver assistance tech.

Volkswagen is adding hybrid options to its commercial vehicle lineup in France, specifically plug-in hybrids of its Caddy, Caddy Cargo, and California models. These hybrids can run up to about 120 kilometers on electric power alone, making hybrids a practical choice in markets still waiting for better EV infrastructure.

And in related sustainability news, Unilever picked up Wild, the UK brand known for premium plastic-free deodorants, lip balms, and body washes. Their acquisition fits nicely into Unilever's broader Growth Action Plan and plastic reduction goals, and signals a clear bet on premium, sustainable personal care products.

In a recent interview, Louis Giagrande, CMO of LG Electronics North America, explained that LG is redefining their brand, shifting from being just an electronics maker into a "Smart Life Solutions" provider. They're championing what's called "affectionate intelligence"—basically, integrating AI into daily life in ways that feel natural, personalized, and—let's face it—almost human.

Meanwhile in tech: Samsung Electronics just nabbed PepsiCo's design expert Mauro Porcini as its new Chief Design Officer. Bringing his successful consumer-focused approach from PepsiCo, Porcini now oversees design across Samsung's mobile devices, TVs, and home appliances—likely keeping Samsung ahead in the ultra-competitive electronics market.

Also from the Samsung world—is this fun concept from Samsung Ads called GameBreaks. Basically, they've turned traditional TV commercial breaks into interactive mini-games. Early results? Huge upticks in brand recall and engagement with viewers. Pretty cool way of making advertising less intrusive, and possibly a new standard for viewer engagement.

In related news, Google has wrapped up their first core algorithm update of 2024—and as you can imagine, publishers are watching closely, especially as Alphabet rolls out more AI-driven search features. Businesses are learning to navigate Google shifts while adapting to new AI-driven possibilities along the way.

In luxury fashion, Hermès recently presented their "Cut" watch collection at Watches and Wonders 2025 through a sensory installation by designer Sarah-Anaïs Desbenoit. The installation featured visuals and sounds crafted to reflect suspended and fluid time—perfectly capturing Hermès craftsmanship.

In apparel, Gap is entering the premium space with its new GapStudio line—targeting style-savvy consumers who want affordability without sacrificing high-fashion attitude. If Gap nails this, it could mean winning back market share among trend-driven consumers.

Bringing fashion and cinema together, Prada joined hands with acclaimed filmmaker Wong Kar Wai for Mi Shang Prada Rong Zhai, an immersive restaurant experience in Shanghai. Combining Italian culinary traditions with Wong's distinct visual storytelling, Prada is creating a memorable hospitality debut.

LVMH's Cheval Blanc Paris has unveiled Hakuba—a high-end Japanese dining experience by Chef Takuya Watanabe. With elegant omakase menus, luxurious interiors by Peter Marino, and refined sake pairings, it's a great addition to Paris's elite culinary scene.

Wendy's is first out of the gate to explore Snapchat's "Sponsored Snaps" feature. Russ Mischner, VP of Integrated Marketing, explained in a recent interview that these ads mimic friendly, casual chat messages—and their conversational style really resonates with younger users. Clearly demonstrating how an authentic, relationship-building approach can strengthen digital connections.

On to beverages: Jones Soda has posted robust revenue growth figures thanks to broader distribution and their move into cannabis-infused drinks. Despite some increased operational costs, a fresh $5 million credit line puts them in a solid position to grow and scale further in the beverage category.

Diageo’s Don Julio tequila is teaming up with DJ Peggy Gou for an exclusive, artistic edition of its premium 1942 tequila called Don Julio 194구 (pronounced ‘nineteen-forty-Gou’). Think holographic labels, chrome caps, and hand-drawn touches—plus a short film directed by Nabil Elderkin. OK, ok, it’s a pretty de rigueur brand-influencer collab from the dull-marketing-bots at Diageo - but who doesn’t love a product rename, eh??

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