Henry V’s Medieval Mega-Merger: What England, Wales and France Teach Us About Combining Companies and Departments How a battlefield victory, a royal wedding and Europe’s most ambitious succession plan created a merger that looked magnificent on parchment and considerably worse in practice Most corporate mergers begin with a presentation. Henry V began his with an
Diffusion of Innovation: How New Ideas and Products Spread Why a study of Iowa farmers explains iPhones, artificial intelligence and the fact that most customers would rather let somebody else go first In 1928, Iowa farmers were offered a better type of corn. Hybrid seed promised stronger plants, improved yields and greater resistance to difficult
When the Dog Moved UpstairsHow Pet Humanisation Created a Premium MarketNobody can identify the precise moment the dog took over the house.There was no announcement. No formal handover of power. No small canine delegation arrived at the kitchen table demanding improved conditions.It happened gradually.First, the dog came in from the garden. Then it was allowed
Thorstein Veblen: The Economist Who Explained Why People Buy Things They Don't Need Why luxury brands still owe everything to a man writing in 1899 Imagine buying a £4,000 handbag. It carries your phone. Your keys. Your purse. So does one that costs £40. Yet millions of people willingly pay one hundred times more. Why?
Theranos: How Elizabeth Holmes Marketed a $9 Billion Illusion The blood-testing startup that proved brilliant storytelling cannot rescue a product that does not work Theranos did not begin with a bad idea. It began with a magnificent one. Blood tests were unpleasant, inconvenient and often expensive. Elizabeth Holmes promised to replace needles and tubes of
Gymshark vs Under Armour: The Battle Between Athletes and Influencers How a British start-up challenged a sportswear giant without playing by its rules In 2012, Under Armour looked unstoppable. It had elite athletes. Massive retailers. Television advertising. Stadium sponsorships. Gymshark had a teenager, a sewing machine and a handful of bodybuilders with YouTube channels. That
Marketing During World War II: When Advertising Became a Weapon How governments and brands sold sacrifice, secrecy, thrift and the promise of a better tomorrow In 1942, a successful advertisement might tell you not to buy anything. It might ask you to repair your old clothes, grow potatoes in your garden, stop gossiping on the
The Pepsi Challenge: The Marketing Campaign That Accidentally Created a Generation of Brand Loyalists Why almost everyone remembers it wrong If you ask most marketers what the Pepsi Challenge proved, they'll probably say: "Pepsi tastes better than Coca-Cola." That's not what it proved. In fact, the campaign may have helped Coca-Cola become even stronger. Imagine
How to Measure Brand Recognition (Without Fooling Yourself) The metrics that reveal whether customers genuinely remember your brand Everyone thinks they know whether their brand is well known. The problem is that most businesses are measuring the wrong things. Followers, impressions, website traffic and likes can all make you feel successful, but they don't necessarily
Why Aldi Proves Competing on Price Isn't a Race to the Bottom For decades, marketers have warned businesses about competing on price. Lower your prices, they say, and you'll destroy your margins, cheapen your brand and begin a race to the bottom that nobody can win. It's sensible advice. Unless, of course, you're Aldi. Walk
