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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
The Brand That Told You Not to Shop There: The Curious Marketing Story of Abercrombie & Fitch How one of the world's biggest fashion brands deliberately excluded customers... and why it eventually came crashing down. Walk into an Abercrombie & Fitch store in the early 2000s and you might have wondered whether you'd accidentally entered
The Jingle That Saved a Cereal Why Radio Advertising Still Works On Christmas Eve 1926, four men gathered around a microphone in Minneapolis to sing about breakfast cereal. They were not exactly The Beatles. One was an undertaker. Another worked in printing. A third was employed by a grain company. The fourth was a municipal
Podcast Appearance: Westies and BestiesCan Your Dog Really Become a £500,000 Brand? The Truth Every Pet Owner Needs to Hear! Most people think successful dog influencers happen by accident. A cute puppy. A few lucky videos. Thousands of followers. Brands start sending free products. The reality is
Why Packaging Is One of Marketing's Most Powerful Weapons The bottle, the box and the silent salesman. Walk through any supermarket and try something. Forget the advertising. Ignore the promotions. Pretend you've never heard of any of the brands before. Now ask yourself one simple question. Which product would you pick up first? The
