What Marketers Can Learn from Cognitive Behaviour Theory For advanced practitioners who want more than heuristics and headlines. Cognitive Behaviour Therapy (CBT) is a family of evidence-based methods designed to change what people think and do. Pioneered by Aaron T. Beck and building on Albert Ellis’s Rational Emotive Behaviour Therapy, CBT has amassed decades of
Can Marketing Qualify for R&D Tax Relief? Understanding When Innovation in Marketing Counts as Research and Development In the UK, companies can claim tax relief for Research & Development (R&D) activities that aim to achieve a scientific or technological advance. But what about marketing? Can developing a new campaign, app, or customer insight tool ever
An Introduction to Research and Development Lessons from Dyson, Tesla and Coca-Cola Research and development (R&D) is often thought of as a world of lab coats, prototypes, and scientists tinkering away in back rooms. But in reality, it’s a vital function that shapes the products and services we market every day. Without R&D, brands wouldn’t
Public Relations vs Propaganda: A Historical Perspective for Marketers How Marketers Can Learn from History’s Greatest Persuaders - from Edward Bernays to Wartime Campaigns Public Relations (PR) and Propaganda both revolve around influencing public opinion, but they have evolved along very different paths. For marketers, understanding the origins, evolution, and key distinctions between PR and
An Introduction to PR How Dove and KFC Got It Right (and Pepsi and United Airlines Didn’t) Public relations (PR) is one of those marketing-related disciplines that’s easy to misunderstand. For some, it conjures up images of celebrity publicists frantically dodging paparazzi. For others, it’s about writing press releases or organising events. But at its
The Psychology of Persuasion How Amazon, Colgate, Innocent and John Lewis Influence Us Marketers may talk endlessly about data, segmentation, and creative execution (and rightly so!!), but beneath it all, one truth remains: marketing is about people. And people are not perfectly rational creatures weighing up costs and benefits like calculators. Instead, we are
Frightening the Competition The Dark Art of Fear-Based Marketing From anti-smoking campaigns to Burger King vs McDonald’s, how brands have used fear to spook consumers - with mixed results As Halloween creeps closer, marketers love a seasonal tie-in. Pumpkins, skeletons, and a suspicious number of discount sweets all reappear like clockwork. But in marketing,
The Nobel Peace Prize When the Merchant of Death Became the Patron Saint of Peace When Alfred Nobel read his own obituary, it didn’t make for light breakfast reading. In 1888, a French newspaper mistakenly announced the death of “Le marchand de la mort est mort” - “The merchant of death is dead.” They’d confused
Psychology, Research, and Marketing How to Turn What People Say into What Brands Should Do Marketers love a good stat. But numbers without psychology can mislead you, and psychology without numbers can seduce you. The art is joining the two - understanding how human minds actually work and then designing research that reduces bias, surfaces
Shopify How to Start a Shopify Site A Beginner’s Guide - Get Selling like Gymshark and Heinz Starting an online store might sound daunting, but Shopify has made it possible for almost anyone to launch a professional-looking site with little technical experience. From side hustlers selling handmade candles to global brands
