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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
Lionel Messi vs Cristiano Ronaldo The Marketing Heavyweights Behind Football’s Greatest Rivalry Elite talent creates demand. Sustained excellence builds legacy. But true commercial power in sport comes when performance, personality, and perception collide. For nearly two decades, Lionel Messi and Cristiano Ronaldo have defined modern football. But beyond the records, awards, and tribal pub arguments
Reefer Madness, D.A.R.E. and the Video Nasties: Marketing Lessons from Propaganda Fails What the Satanic Panic and Kony 2012 teach about audience insight, truthful storytelling and avoiding the Streisand effect. Propaganda tends to evoke images of heavy-handed political messaging, but at its core it’s simply a form of marketing, or at least communications; an attempt
More Lessons from the Locker‑Room: What Marketers Can Borrow from Elite Sport From match‑day strategy to team huddles: 5 deeper sports‑inspired tactics to sharpen your marketing game If our previous article explored how marketers can apply the high‑performance culture of sport (inspired by Axel Zein’s TEDx talk), this follow‑up steps into the tactical zone: the
