Buzzwords That Need to Be Put Out of Their Misery (and Why They Drive Me Up the Wall) From “disruptor” to “ROAS”... the marketing buzzwords that frustrate me (and what they often get wrong) There’s a fine line in marketing between clear communication and performative jargon. We all want to sound credible. We all want
The Elastic Truth: How Brands Like Apple, Netflix, and Uber Turn Price Elasticity into a Marketing Weapon Why understanding price sensitivity is one of the most underrated skills in modern marketing Price is often treated as a finance problem. A number. A margin lever. A necessary evil somewhere between cost and profit. But that’s
How COVID-19 Rewired Consumer Behaviour – And Why Marketers Are Still Playing Catch-Up From Panic Buying to Platform Loyalty: The Lasting Impact on How We Buy There are moments in history that shift behaviour overnight - and then there’s COVID-19, which didn’t just shift behaviour, it rewired it. For marketers, the pandemic wasn’t just a
Tesco vs Sainsbury’s: The Battle That Built British Supermarkets How two supermarket giants turned pricing, perception, and data into one of the UK’s longest-running marketing rivalries If you want to understand modern retail marketing in the UK, you don’t start with Amazon. You start with Tesco and Sainsbury’s.For over a century, these two brands have
From Star Wars to a Marketing Empire: How Lucasfilm and Disney Built One of the Most Powerful Brands in History From Darth Vader to Disney+ - decoding the spikes, strategy, and staying power behind Star Wars’ global dominance There are brands, and then there is Star Wars. Not just a film franchise. Not just a
Google Trends in Action: What Netflix, Blockbuster and Global Search Behaviour Can Teach Marketers From Netflix vs Blockbuster to Seasonal Demand for Sunglasses - How Google Trends Reveals What Your Audience Actually Cares About There is something slightly addictive about watching search behaviour unfold in real time. It is the closest thing marketers have
From LEGO to Peloton: How Communities Turn Customers into Marketers What Glossier, BrewDog, and Gymshark Teach Us About Building Brands People Actually Belong To There is a quiet shift happening in marketing - and it is not about channels, algorithms, or even budgets. It is about people. Not audiences. Not segments. Not “users”. Communities. The
How Netflix, Amazon, and Google Predict the Future: A Marketer’s Guide to Trend Forecasting From Spotify’s Algorithms to Nike’s Cultural Radar - How the World’s Smartest Brands Stay One Step Ahead There’s a quiet arms race happening in marketing. Not over who can shout the loudest - that battle was settled somewhere around the third
The Rise of the “Real Food” Movement in Pet Food Marketing How Human Food Trends Are Reshaping What We Feed Our Dogs There was a time when dog food was barely a consideration. You bought what was available, poured it into a bowl, and that was that. Convenience won, price mattered, and very few
Publishing Truth in a Post-Truth World: Revisiting Homage to Catalonia on Its Anniversary Why Homage to Catalonia still feels uncomfortably modern in 2026 There are anniversaries that feel ceremonial, and then there are anniversaries that feel… a bit too relevant.The publication of Homage to Catalonia by George Orwell falls firmly into the latter category. Written
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