Investors get so focused on the bull that they become “bear blind” and open themselves up to risk. Picton built their business by seeing the bear, learning from it, and finding real security. Even with that much respect for the bear, doing a whole rebrand for an investment firm focused on the bear was bold to say the lest. Hey, investors, let’s make your logo a bear. Write a bunch of punchy headlines about bears. Put a Canadian Grizzly in all your content by creating the first ever animal AI Human (well, AI Bear). Put bear steaks on the menu of Toronto steak houses (okay, we didn’t actually do that one). And put a life size bear statue in Toronto FiDi. But when clients buy bold work, they get bold results. In particular, a +$4.78 Billion CAD (+36.67%) lift in assets under management, and a +27% lift in brand perception. Looks like they are “smarter than the average bull” after all.