The Pepsi Challenge: The Marketing Campaign That Accidentally Created a Generation of Brand Loyalists: Why almost everyone remembers it wrong

The Pepsi Challenge: The Marketing Campaign That Accidentally Created a Generation of Brand Loyalists Why almost everyone remembers it wrong If you ask most marketers what the Pepsi Challenge proved, they'll probably say: "Pepsi tastes better than Coca-Cola." That's not what it proved. In fact, the campaign may have helped Coca-Cola become even stronger. Imagine

The Pepsi Challenge: The Marketing Campaign That Accidentally Created a Generation of Brand Loyalists: Why almost everyone remembers it wrong2026-07-22T21:34:06+00:00

How to Measure Brand Recognition (Without Fooling Yourself)

How to Measure Brand Recognition (Without Fooling Yourself) The metrics that reveal whether customers genuinely remember your brand Everyone thinks they know whether their brand is well known. The problem is that most businesses are measuring the wrong things. Followers, impressions, website traffic and likes can all make you feel successful, but they don't necessarily

How to Measure Brand Recognition (Without Fooling Yourself)2026-07-22T21:17:21+00:00

The Brand That Told You Not to Shop There: The Curious Marketing Story of Abercrombie & Fitch

The Brand That Told You Not to Shop There: The Curious Marketing Story of Abercrombie & Fitch How one of the world's biggest fashion brands deliberately excluded customers... and why it eventually came crashing down. Walk into an Abercrombie & Fitch store in the early 2000s and you might have wondered whether you'd accidentally entered

The Brand That Told You Not to Shop There: The Curious Marketing Story of Abercrombie & Fitch2026-07-22T19:40:06+00:00

The Jingle That Saved a Cereal: Why Radio Advertising Still Works

The Jingle That Saved a Cereal Why Radio Advertising Still Works On Christmas Eve 1926, four men gathered around a microphone in Minneapolis to sing about breakfast cereal. They were not exactly The Beatles. One was an undertaker. Another worked in printing. A third was employed by a grain company. The fourth was a municipal

The Jingle That Saved a Cereal: Why Radio Advertising Still Works2026-07-22T19:42:24+00:00

Why Packaging Is One of Marketing’s Most Powerful Weapons: The Bottle, The Box and the Silent Salesman

Why Packaging Is One of Marketing's Most Powerful Weapons The bottle, the box and the silent salesman. Walk through any supermarket and try something. Forget the advertising. Ignore the promotions. Pretend you've never heard of any of the brands before. Now ask yourself one simple question. Which product would you pick up first? The

Why Packaging Is One of Marketing’s Most Powerful Weapons: The Bottle, The Box and the Silent Salesman2026-07-16T15:53:17+00:00

Why Every Great Marketer Should Be a Student of History

Why Every Great Marketer Should Be a Student of History The best marketers don't just study campaigns. They study empires, revolutions, wars, scandals and human nature. Marketing has a terrible habit of believing it has just invented something. Spend five minutes on LinkedIn and you'll inevitably stumble across someone announcing the death of traditional marketing,

Why Every Great Marketer Should Be a Student of History2026-07-16T14:52:38+00:00

The First Viral Campaign? How the French Revolution Was Won with Rumours, Pamphlets and Propaganda

The First Viral Campaign? How the French Revolution Was Won with Rumours, Pamphlets and Propaganda When people picture the French Revolution they imagine angry crowds, guillotines and Marie Antoinette supposedly suggesting people eat cake. The Bastille has become the defining image of revolution. Every 14 July France celebrates the moment ordinary citizens marched on a

The First Viral Campaign? How the French Revolution Was Won with Rumours, Pamphlets and Propaganda2026-07-16T14:32:06+00:00

Brand Activation: The Marketing Phrase That Makes Me Reach for the Mute Button

Brand Activation The Marketing Phrase That Makes Me Reach for the Mute Button There are certain marketing phrases that immediately make my eyes glaze over. "Let's take this offline." "We need to socialise the idea." "Can you action that?" And somewhere near the top of that list sits "brand activation". Now, before the brand

Brand Activation: The Marketing Phrase That Makes Me Reach for the Mute Button2026-07-14T09:11:27+00:00

The Original Fake News? How Catherine the Great Used Propaganda to Take an Empire

The Original Fake News? How Catherine the Great Used Propaganda to Take an Empire History has a habit of simplifying itself. The heroes become nobler than they really were. The villains become more monstrous. Complex people are squeezed into neat little boxes because stories are easier to remember than nuance. Sometimes those stories emerge naturally.

The Original Fake News? How Catherine the Great Used Propaganda to Take an Empire2026-07-08T12:46:59+00:00

Why Discounts Don’t Work on Premium Dog Food Consumers: What 2,300 Dog Owners Reveal About Value, Trust and Consumer Behaviour

Why Discounts Don’t Work on Premium Dog Food Consumers What 2,300 Dog Owners Reveal About Value, Trust and Consumer Behaviour One of the oldest rules in marketing is simple: If you want more customers, lower the price. Run a promotion. Offer a discount. Throw in a free gift. And in many categories, that works remarkably

Why Discounts Don’t Work on Premium Dog Food Consumers: What 2,300 Dog Owners Reveal About Value, Trust and Consumer Behaviour2026-06-04T16:44:45+00:00
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