From Big Wheel trikes to Lava Lamps to NeeDoh squishies and sock puppets, the Schylling toy company sells iconic fun. But, as Don Draper told Kodak, nostalgia is potent but delicate. And as Schylling's President and CEO Paul Weingard tells us, that longing for past simplicity and comfort starts at a young age. They aren't just selling to grandparents trying to confer legacy joys of jack-in-the-boxes onto the next generation. It turns out that even ten-year olds miss the simplicities of toddlerhood. And we often experience that nostalgia when we trip into a vast network of Mom and Pop toy …

Not many consumer facing brands have their own in -house meteorologist. But when you are trying to sell high-priced, high-consideration home generators, you need to follow the blackouts. Generac CMO Amanda Teder's team pulls every lever of digital targeting and messaging cadence to move consumers along that tall funnel. At the same time, she is a big believer in linear TV and the shorter infomercial style to raise brand awareness and stoke the top of the funnel. It's a very delicate act of allocation balancing.