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How Monzo Disrupted Banking: What Marketers Can Learn from the Challenger Banks For a very long time, banking was something you tolerated. You didn't necessarily like your bank. You just had one. Changing banks felt approximately as appealing as changing electricity supplier, updating your pension details or ringing HMRC: theoretically possible, but something you'd
Positioning Theory: Why Ries & Trout Still Explain the Battle for Your Customer’s Mind The marketing theory I keep coming back to - and why attention, psychology and memory matter more than ever There are marketing theories you learn because they are on the syllabus. And then there are marketing theories that start changing the
Are Exhibitions Worth the Money? Measuring the ROI of Consumer Events The awkward economics of consumer events, aggressive show offers and the desperate search for a defensible return Walk through a large consumer exhibition and you will encounter an extraordinary concentration of human enthusiasm. There are demonstrations, competitions, samples, celebrity appearances, enormous fibreglass products
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
