Are Veterinarians Losing Their Influence on Dog Food Choices? Trust, Authority, and the Changing Landscape of Pet Food Marketing For decades, veterinarians have held a position of near-unquestioned authority in the pet food industry. If a vet recommended a specific brand or type of food, that was often the end of the conversation. The advice
Survival of the Smartest: Darwinian Thinking in Modern Marketing Why the brands that evolve with their audience - not just compete - are the ones that last On 20th April 1882, the world lost Charles Darwin - a man whose ideas quietly rewired how we understand life itself. Darwin is most famous for his theory
Guerrilla Marketing: When Creativity Outperforms Budget How brands like IKEA, The Blair Witch Project, and Coca-Cola turned unconventional ideas into unforgettable marketing moments There is a moment in every marketing meeting where someone suggests an idea that feels slightly uncomfortable. It is unconventional, difficult to measure, and doesn’t fit neatly into a media plan. That
Meat for Dogs Launches with a Simple Idea: Feed Meat Meat for Dogs - the no-nonsense raw dog food brand - has entered the dog food category with a message that cuts through the noise - and doesn’t ask for permission first: Feed meat. No trends. No over-engineering. No trying to reinvent what a dog
The Fundamentals of Paid Advertising How Brands Turn Budget into Attention, and Attention into Revenue Paid advertising is often misunderstood as a blunt instrument - spend money, get results. If only it were that simple. In reality, paid ads sit at the intersection of psychology, data, creativity, and timing. Done well, they amplify growth. Done
Adaptive Tactics Under Pressure and the Art of Improvisation When the match is running, the heat is on and your campaign isn’t going to pause - how to think, act and adapt like a championship team In sport they call it being “in the clutch” - the moment when the stadium hums, the seconds tick
How to Define a Culture or Subculture From Heavy Metal to Norwegian Black Metal - understanding identity, resistance, and belonging What Is a Subculture (And Why It Matters) At its simplest, a subculture is a group within a wider society that develops its own values, norms, symbols, and behaviours, often in contrast to the mainstream.
Why Do Campaigns Go Viral? Lessons from Nike, Dove, Always and More The psychology, strategy, and brand examples behind marketing that spreads like wildfire Viral marketing is often treated like lightning in a bottle - unpredictable, uncontrollable, and largely down to luck. But that is only half the story. Behind most “overnight successes” are
National Hug Your Dog Day: What It Teaches Us About Emotional Marketing (and When Not to Hug) When Emotion Drives Engagement - and Why the Best Marketing Understands the Dog, Not Just the Owner There are few things in life as universally agreed upon as this: dogs are brilliant.So it’s perhaps no surprise that a
What Does a Marketing Plan Actually Look Like? Marketing plans are one of those things everyone talks about, but very few people ever see in full. In theory, they’re structured, strategic, and neatly documented. In reality, they often live somewhere between a PowerPoint presentation, a spreadsheet, and a collection of half-finished ideas discussed in
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