Will Green, Author at Marketing Made Clear

Functional Magnetic Resonance Imaging (fMRI) in Marketing From Brain Scans to Brand Strategy: How Coca-Cola, Pepsi and Google Have Explored the Subconscious Mind

Functional Magnetic Resonance Imaging (fMRI) in Marketing From Brain Scans to Brand Strategy: How Coca-Cola, Pepsi and Google Have Explored the Subconscious Mind

Functional Magnetic Resonance Imaging (fMRI) in Marketing From Brain Scans to Brand Strategy: How Coca-Cola, Pepsi and Google Have Explored the Subconscious Mind There is a moment in every marketing campaign where the uncomfortable truth creeps in: people don’t always know why they make the decisions they do. Ask a consumer why they chose one

Functional Magnetic Resonance Imaging (fMRI) in Marketing From Brain Scans to Brand Strategy: How Coca-Cola, Pepsi and Google Have Explored the Subconscious MindWill Green2026-04-20T09:57:52+00:00

From Barbie to Netflix: What Entertainment Marketing Teaches Us That Nike and Apple Can’t

From Barbie to Netflix: What Entertainment Marketing Teaches Us That Nike and Apple Can’t

From Barbie to Netflix: What Entertainment Marketing Teaches Us That Nike and Apple Can’t How Marvel, Taylor Swift, and Disney Turn Audiences into Fanatics - and Why Traditional Brands Struggle to Keep Up There is a moment, somewhere between queuing for a midnight film release and arguing online about whether the ending “ruined everything”, where

From Barbie to Netflix: What Entertainment Marketing Teaches Us That Nike and Apple Can’tWill Green2026-04-20T09:21:41+00:00

Are Veterinarians Losing Their Influence on Dog Food Choices? Trust, Authority, and the Changing Landscape of Pet Food Marketing

Are Veterinarians Losing Their Influence on Dog Food Choices? Trust, Authority, and the Changing Landscape of Pet Food Marketing

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

Are Veterinarians Losing Their Influence on Dog Food Choices? Trust, Authority, and the Changing Landscape of Pet Food MarketingWill Green2026-04-17T13:00:03+00:00

Survival of the Smartest: Darwinian Thinking in Modern Marketing

Survival of the Smartest: Darwinian Thinking in Modern Marketing

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

Survival of the Smartest: Darwinian Thinking in Modern MarketingWill Green2026-04-20T08:35:42+00:00

Guerrilla Marketing: How brands like IKEA, The Blair Witch Project, and Coca-Cola turned unconventional ideas into unforgettable marketing moments

Guerrilla Marketing: How brands like IKEA, The Blair Witch Project, and Coca-Cola turned unconventional ideas into unforgettable marketing moments

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

Guerrilla Marketing: How brands like IKEA, The Blair Witch Project, and Coca-Cola turned unconventional ideas into unforgettable marketing momentsWill Green2026-04-15T15:02:13+00:00

Meat for Dogs Launches with a Simple Idea: Feed Meat

Meat for Dogs Launches with a Simple Idea: Feed Meat

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

Meat for Dogs Launches with a Simple Idea: Feed MeatWill Green2026-04-14T16:03:52+00:00

The Fundamentals of Paid Advertising: How Brands Turn Budget into Attention, and Attention into Revenue

The Fundamentals of Paid Advertising: How Brands Turn Budget into Attention, and Attention into Revenue

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

The Fundamentals of Paid Advertising: How Brands Turn Budget into Attention, and Attention into RevenueWill Green2026-04-14T08:18:37+00:00

Adaptive Tactics Under Pressure and the Art of Improvisation

Adaptive Tactics Under Pressure and the Art of Improvisation

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

Adaptive Tactics Under Pressure and the Art of ImprovisationWill Green2026-04-10T13:45:54+00:00

How to Define a Culture or Subculture: From Heavy Metal to Norwegian Black Metal – understanding identity, resistance, and belonging

How to Define a Culture or Subculture: From Heavy Metal to Norwegian Black Metal – understanding identity, resistance, and belonging

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.

How to Define a Culture or Subculture: From Heavy Metal to Norwegian Black Metal – understanding identity, resistance, and belongingWill Green2026-04-13T15:54:12+00:00

Why Do Campaigns Go Viral? Lessons from Nike, Dove, Always and More

Why Do Campaigns Go Viral? Lessons from Nike, Dove, Always and More

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

Why Do Campaigns Go Viral? Lessons from Nike, Dove, Always and MoreWill Green2026-04-10T12:44:40+00:00

About Will Green