Tesco Clubcard and the Psychology of Loyalty Cards Why Points Feel Like Progress (and Why We Can’t Leave Them Behind) Loyalty cards are one of those marketing inventions that feel almost boring - until you remember they’ve quietly rewired how entire categories compete. On the surface, a loyalty card is a simple value exchange: You
UK National Apprenticeship Week: A Straight-Talking Guide for Businesses Hiring Apprentices Why good intentions aren’t enough – and how to avoid getting it wrong Hiring an apprentice is often framed as a win-win. Sometimes it is.Sometimes it quietly fails. The difference usually isn’t the apprentice. It’s the organisation. Why businesses hire apprentices The best reasons:
UK National Apprenticeship Week: How to Get an Apprenticeship Without a Perfect CV A practical guide to standing out, even if you’re starting from scratch One of the biggest myths around apprenticeships is that they are “easy to get”. They aren’t. They are competitive – particularly in marketing. The difference is that what you’re assessed
UK National Apprenticeship Week: Marketing Apprenticeships and the Brands Doing Them Properly Where marketing apprenticeships actually work – and what separates the good from the performative If apprenticeships are about learning through experience, then marketing is one of the best environments for them – provided the structure is right.But not all marketing apprenticeships are created
UK National Apprenticeship Week: Why Apprenticeships Still Matter in a Skills-Obsessed World What National Apprenticeship Week actually represents – and why marketers should pay attention Every February, UK National Apprenticeship Week rolls around with a familiar mix of case studies, LinkedIn posts and well-intentioned slogans. And every year, the same quiet question sits underneath it
MBA vs CIM for Marketers: Which One Is Better for Your Career? A practical career guide for marketers choosing between specialist marketing training and broader business leadership If you’re a marketer thinking about your next big career move, you’ve probably found yourself staring into the professional development abyss asking one of the great modern questions:
Crocs: How an Ugly Shoe Became a Marketing Masterclass Why comfort, confidence and cultural timing matter more than conventional good taste There are very few products in modern consumer culture that people describe as objectively ugly while simultaneously queueing up to buy in multiple colours. Crocs are one of them. They look like something a
Gap’s 2010 Logo Redesign: Timeline, Backlash, and Aftermath Why Gap Decided to Change Its Iconic Logo By 2010, Gap’s branding had remained largely unchanged for over two decades. The familiar “blue box” logo; white GAP letters in a serif font inside a navy blue square, had symbolised the company since 1990. However, after the 2008
When Communications Become the Story: Rasmus Ankersen, Sports Republic and the Southampton Fan Fallout A Case Study in How Not to Communicate With Football Fans For a club like Southampton FC, communication has always mattered. This is a fanbase that largely accepted difficult decisions in the past when they were clearly explained, competently executed, and
Jacob Rees-Mogg, Misinformation and the Performance of Power What marketers can learn from incorrect claims, propaganda techniques and media spectacle Jacob Rees-Mogg is one of the most recognisable political figures of modern British politics. Tall, archaic in tone, consciously anachronistic, and almost permanently leaning into a Victorian cosplay of authority, he is a reminder that
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