Why is this
book yellow?
What Marketers Need to Know Before AI Changes Everything
Because yellow is the color you can't walk past. This is a book about earning that reaction honestly — building a brand people repeat, rivals can't lift, and customers would miss. It's the Consequential Triangle in full, with the arguments, the case studies, and the uncomfortable questions you're meant to ask in the room.
Short chapters. No filler. Written for the person who has to defend the idea on Monday.
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Not a hunch. A study.
We spoke with executives across marketing, from CMOs to CEOs and other industry leaders, and ran two waves of testing with two thousand consumers to determine what makes a brand consequential. Then we tested 73 of the fastest-growing startups and most iconic brands in the US to see if they made the cut.
- 2,000
- Consumers surveyed across two waves of testing
- 73
- Fast-growing startups and iconic US brands scored
- CMOs → CEOs
- Executive and industry-leader interviews
Loretta Markevics
Loretta Markevics is the founder of Yellowjacket and of The Farmers Finds. She is a former Chief Strategy & Creative Officer and EVP at major global advertising and PR firms including McCann, Grey, Porter Novelli and DeVries Global, and an award-winning strategic and creative consultant.
She has led positioning, identity and campaign work for brands including Renogy, Fissler, BARE Zero Proof, Get Joy, Regeneron and Movita, and is a frequent conference panelist, speaker, moderator and podcast guest.
Recognition
- Cannes Lion Winner
- Effie Award Winner
- SABRE Award Winner
- 4A's Jay Chiat Award Winner
- PRWeek 40 Under 40
- Entrepreneur: Top 10 Inspiring Women Entrepreneurs to Watch
- Reagan Awards: Top Woman in Communications, Trailblazer
- American Business Awards: Best Female Entrepreneur
- The Drum Award Winner
- Event Marketer Award Winner
"Every brand I've ever been handed arrived with the same injury. Somewhere between the founding idea and the current deck, someone decided that being understood mattered less than being unobjectionable. The work got smoother. The claims got broader. And the thing that made the company worth starting quietly left the building."
"This book is a way back to the sharp version. It starts with three questions, and none of them are about logos."
Read it before your competitor does.
Bulk orders, speaking, and workshop requests: email hello@yellowjacketagency.com.
Read it, then use it.
The framework is free to take. The hard part is deciding to be specific.