In a groundbreaking study published in the journal Animal Behaviour, researchers at Cornell University revealed Monday that elephants are the only known nonhuman species capable of leveraging synergies across a diversified brand portfolio. “Conventional wisdom has long held that leveraging omnibrand fluidity to unlock cross-platform capital efficiencies was a behavior unique to humans, but in the wild we have observed multiple African elephant groups with a highly evolved capacity for optimizing cross-vertical integration through holistic brand harmonization at scale,” said Professor Mia Sherin, who noted that elephant corporate structures are matriarchal, and females consistently serve as project managers across multiplatform activations, seamlessly executing cross-functional touchpoints and asynchronous ideation cycles. […]