Good morning. Today, a new brand chief at Stanley plots looks beyond the 40-oz. Tumbler; the days of “One more thing” give way to “Is that all?”; and Brown-Forman forecasts a tough year ahead.

Stanley, the company whose tumblers created such a frenzy that they earned an SNL sketch called “Big Dumb Cups,” is trying to build on its surprising payday by entering new markets, hiring hundreds of new workers and expanding into new categories, Katie Deighton reports for CMO Today.

The strategy comes as its viral moment seems to be fading. Stanley cups in April were named the No. 2 “fashion trend on its way out” among upper-income females, in investment bank Piper Sandler’s Taking Stock With Teens survey, which polled 6,455 teens.

Success in Stanley’s next phase depends partly on its new chief brand officer, former Adidas and Allbirds executive Kate Ridley, who wasn’t around for the company’s extraordinary rise.

Ridley says it’s time for a new playbook.

“We so outperformed on what the original vision was,” she said, “and what got us to that moment today is not what we need for the next 10 years.”

The AI race has transformed Apple’s Worldwide Developers Conference from a virtuoso marketing performance capped by “one more thing” finales into an unforgiving spotlight.

Apple’s big tech peers now use their own annual developer events almost exclusively to tout their progress in AI, Dan Gallagher writes.

But WWDC this year is expected to mainly demonstrate how far behind it is in what is considered a once-in-a-generation technological shift.

The Apple Intelligence service introduced at last year’s conference is still a work in progress, and Siri is still awaiting a promised AI makeover.

That won’t be coming next week, at least based on Apple’s recent, rare admission that its planned Siri upgrade was taking longer than expected.

“Apple will be much more cautious about overpromising and will refrain from showing features that aren’t yet ready for prime time,” Craig Moffett of MoffettNathanson predicted in a report Thursday.

One more thing: AI is far from Apple’s only problem.

Brown-Forman, the maker of Jack Daniel’s whiskey, expects organic sales to decline this fiscal year as demand slows amid shifting tariffs and uncertainty about the economy, Dean Seal reports.

The spirits and wine company said it still faces pressures specific to the alcohol industry, including the advent of weight-loss drugs, rising cannabis use and lower alcohol consumption among younger people.

But its bigger concern is that swirling tariffs and concerns about a potential economic downturn have eaten away at consumer spending, CEO Lawson Whiting said on a call with analysts.

“It’s the consumer,” Whiting said. “Their wallet just doesn’t have as much money in it.”

• Morgan Stanley has built its own AI tool to help modernize its legacy code—something it says existing tools on the market still struggle with.
• After last year’s relative calm, U.S. companies are now dealing with rising logistics costs, supply-chain upheaval and uncertain consumer demand.
• Climate startups are feeling the impact of President Trump’s attacks on the energy-transition sector, as funding and job cuts, operational halts and bankruptcies rack up.
• Private equity is feeling the heat as buyout fund backers look for cash returns while firms hold tens of thousands of unsold companies.

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The Trump-Musk meltdown played out on the dueling social media networks owned by each man. [CNN] 

X is testing a program to elevate posts on which people with different perspectives actually agree. [Axios]

A middling AI-generated commercial for a “conservative credit card” bodes poorly for the craft of advertising. [Fast Company] 

Retailers are trying to slow down the shopping experience with amenities like VIP lounges and cafes so customers linger and buy more. [WSJ]

Beverage-centric Dutch Bros is putting more food on the menu as a strategy to sell more drinks. [Restaurant Business]

ESPN will use the NBA Finals to begin the marketing campaign for its streaming service coming this fall. [THR] 

Rich Paul and New Balance began the first ad campaign for Klutch Athletics, their everyday athletic apparel brand. [Adweek] 

Ad agencies’ growing AI capabilities are putting heat on marketers’ internal creative shops. [Ad Age]

Clothes in Target’s Pride collection this year hit stores with unedited “lorem ipsum” dummy text printed on the tags. [Creative Bloq]