Reebok, Joe Foster and the Marketing Reinventions That Built the Brand How a Bolton running shoe business became one of the most fascinating case studies in sportswear marketing Reebok is one of those brands that feels as though it has lived several lives. At different points, it has been a British running shoe pioneer, an
Cult of Personality When Brands, Politics, and Business Stop Being About the Product There is something strangely powerful about people who become bigger than the thing they actually represent. Sometimes it is a politician. Sometimes it is a business leader. Sometimes it is a celebrity entrepreneur selling electric cars, turtlenecks, trainers, protein powder, or the
Purchasing Power Parity (PPP) Why £10 Doesn’t Always Mean £10 There’s a moment that many marketers (and travellers) have had. You land in a new country, order a coffee, and either: feel like you’ve just pulled off the deal of the century, or wonder whether you’ve accidentally bought the café. Same product. Same category.
Storytelling in Marketing Why Facts Tell, but Stories Sell Marketing has always been about persuasion. But the way we persuade has evolved. Once upon a time (and yes, that’s deliberate), it was enough to list features, shout about price, and hope for the best. Today, that approach feels about as effective as reading out a
Why Consumers Rarely Switch Dog Food And What Finally Makes Them Do It If you want to understand the pet food market, you need to understand one uncomfortable truth: Most consumers are not actively choosing dog food. They are repeating it. Despite the rise of premium brands, raw feeding, and increasingly vocal communities, a large
The Genius of the Marketing of Meat For Dogs Why brutal simplicity might be the smartest strategy in pet food right now There’s a moment in marketing when complexity becomes a crutch. When brands start layering features, benefits, ingredients, claims, sub-claims, and disclaimers on top of each other - not because it helps the
International Nurses Day The Most Trusted Brand You’re Probably Not Marketing Properly Every year on 12 May, the world marks International Nurses Day; a date chosen to coincide with the birthday of Florence Nightingale. Now, if you’re a marketer, your first instinct might be to ask: what’s this got to do with me? Quite
Buzzwords That Need to Be Put Out of Their Misery (and Why They Drive Me Up the Wall) From “disruptor” to “ROAS”... the marketing buzzwords that frustrate me (and what they often get wrong) There’s a fine line in marketing between clear communication and performative jargon. We all want to sound credible. We all want
The Elastic Truth: How Brands Like Apple, Netflix, and Uber Turn Price Elasticity into a Marketing Weapon Why understanding price sensitivity is one of the most underrated skills in modern marketing Price is often treated as a finance problem. A number. A margin lever. A necessary evil somewhere between cost and profit. But that’s
How COVID-19 Rewired Consumer Behaviour – And Why Marketers Are Still Playing Catch-Up From Panic Buying to Platform Loyalty: The Lasting Impact on How We Buy There are moments in history that shift behaviour overnight - and then there’s COVID-19, which didn’t just shift behaviour, it rewired it. For marketers, the pandemic wasn’t just a
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