“Woke”: How a Word Changed Meaning - and Why You Should Care The strange journey of “woke”, shifting public language, and what it means for brand strategy in 2025 Few words have travelled as far, or mutated as quickly, as "woke". It began as a compliment, became a political football, turned into an insult, and
Conspicuous Consumption: Why We Buy to Be Seen (and What Marketers Need to Know) The psychology of status-driven spending, identity through possessions, and how marketers can ethically tap into our need to stand out. From designer trainers to Instagrammable brunches and £1,000 reusable water bottles, we live in a world where purchasing power doesn’t just
Domino’s vs Pizza Hut: The Pizza Wars That Re-Shaped the UK Takeaway Market How Britain’s favourite pizza brand quietly changed hands - and what marketers can learn from it For anyone who grew up in the 80s or 90s, Pizza Hut was the pizza brand. It had the lunch buffet, the red-roof restaurants, the iconic
When Corporate Spin Backfires: From Pepsi’s Protest Fiasco to Dieselgate When Brands Try to Shape Reality - And Fail Corporations have long used persuasion, positioning and crisis PR to bend perception in their favour. Whether through glossy advertising, “values-driven” messaging or emergency comms, brands often try to steer public opinion rather than simply serve it.
Electroencephalography (EEG) in Marketing How Brands Like Frito-Lay, Google and Hyundai Use Brainwaves to Decode Consumer Behaviour Electroencephalography, or EEG, if you don’t fancy chewing your tongue every time you pronounce it... has quietly become one of the most influential tools in neuromarketing. While it still sounds like something you might find in a 1970s
How To Choose A Marketing Agency: A Practical Guide For Marketers (Without Losing Your Budget, Your Sanity, Or Your Weekends) If you work in marketing long enough, there comes a moment when someone senior says the seven most dangerous words in the English language: “Can’t we just get an agency in?” Sometimes that’s exactly
What is Stakeholder Management? Why Marketers Need to Master the Art of Stakeholder Mapping and Communication Stakeholder management is the process of identifying, analysing, and engaging the people or groups who have an interest in a particular project, campaign, or business activity. In simple terms, it’s about managing relationships with anyone who has a
Lessons from Past Cost-of-Living Crises - What Marketers Can Learn History Rhymes at the Checkout Cost-of-living crises are back in headlines. In 2022, UK inflation hit a 41-year high, stirring memories of the last time prices surged this fiercely. For marketers and businesses, today’s consumer behaviors under pressure echo those from decades past. Shoppers
Differentiation in Marketing: How Brands Like Dyson, Innocent, and Tesla Made Being Different Profitable Because blending in is a strategy for wallpaper, not brands Differentiation is one of those words that appears in every marketing textbook, strategy deck, and pitch document - usually underlined, highlighted, and surrounded by a halo of importance. And rightly so.
The Fogg Behaviour Model: What Nike, Duolingo and Amazon Can Teach Us About Changing Consumer Behaviour Why understanding motivation, ability and prompts can make or break your marketing campaigns Human behaviour isn’t random - even when it seems like it. Behind every purchase, sign-up or swipe is a subtle mix of motivation, ability and
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