User-Generated Content (UGC) The Marketing Goldmine Brands Still Underestimate There was a time when brands controlled almost everything. They controlled the advert. They controlled the messaging. They controlled the photography. They controlled the celebrity endorsements. And if a customer had something negative to say? Well, unless they wrote a strongly worded letter or cornered
What Happens to Luxury Goods in an Economic Downturn? Why Recessions Don’t Always Hurt Luxury Brands - and Why Some Become Even More Desirable During Economic Uncertainty For decades, luxury brands have cultivated an image of immunity. While ordinary businesses panic during recessions, the assumption is that the wealthy simply carry on buying handbags, watches,
Subcultures and Marketing How Brands Learned to Speak the Language of Tribes There was a time when marketers believed mass appeal was everything. Create one product. Write one slogan. Push it through television, radio, newspapers and billboards. Job done. But culture rarely works like that. People naturally form groups around shared interests, values, music, fashion,
D&AD Awards 2026 What the Winners Tell Us About the Future of Marketing Every year, the D&AD Awards provide a snapshot of where the creative industry believes advertising is heading. Not necessarily where consumers think it is heading. Not necessarily where CFOs think it is heading. But whether marketers like it or not, D&AD
The Marketing War Between Raw and Kibble Competing Narratives in the Battle for the Dog Bowl Few industries market themselves quite as aggressively as pet food.On one side, you have established global brands promoting scientifically formulated nutrition, convenience and decades of research.On the other, you have challenger brands championing fresh ingredients, natural feeding and the
The Law of Diminishing Marginal Utility Why the Second Slice of Pizza Never Feels as Good as the First; and What Marketers Can Learn From It There is a moment in almost every all-you-can-eat buffet where optimism collides with economic theory. The first plate feels glorious. The second is still enjoyable. By the third,
Quiet Luxury The Marketing Strategy of Saying Everything by Saying Very Little There was a time when luxury marketing shouted. Big logos. Gold trim. Monograms large enough to be seen from space. If someone bought something expensive, the assumption was that they wanted everyone else to know about it too. But over the last decade,
The Mandela Effect Why Millions of People Remember Things That Never Happened There are few things more unsettling than confidently remembering something… only to discover it apparently never existed. You swear a film quote was different. You distinctly remember a logo looking another way. You could have bet your mortgage that a celebrity died years
When Southampton Lost the Narrative What “Spygate” Teaches Us About Crisis Communications in Sport There is an important distinction to make before anything else. Southampton F.C. did not lose the “Spygate” case simply because of bad communications. They lost because, according to the English Football League, the club admitted to multiple breaches of regulations
When Brand Ambassadors Go Wrong The Marketing Risks of Celebrity Endorsements There is an old marketing idea that if people admire someone, they may subconsciously transfer some of those positive feelings onto the brand they represent. In theory, it makes perfect sense. If a world-famous athlete drinks a certain sports drink, wears a particular
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