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Subcultures and Marketing How Brands Learned to Speak the Language of Tribes There was a time when marketers believed mass appeal was everything. Create one product. Write one slogan. Push it through television, radio, newspapers and billboards. Job done. But culture rarely works like that. People naturally form groups around shared interests, values, music, fashion,
D&AD Awards 2026 What the Winners Tell Us About the Future of Marketing Every year, the D&AD Awards provide a snapshot of where the creative industry believes advertising is heading. Not necessarily where consumers think it is heading. Not necessarily where CFOs think it is heading. But whether marketers like it or not, D&AD
The Marketing War Between Raw and Kibble Competing Narratives in the Battle for the Dog Bowl Few industries market themselves quite as aggressively as pet food.On one side, you have established global brands promoting scientifically formulated nutrition, convenience and decades of research.On the other, you have challenger brands championing fresh ingredients, natural feeding and the
The Mandela Effect Why Millions of People Remember Things That Never Happened There are few things more unsettling than confidently remembering something… only to discover it apparently never existed. You swear a film quote was different. You distinctly remember a logo looking another way. You could have bet your mortgage that a celebrity died years
When Southampton Lost the Narrative What “Spygate” Teaches Us About Crisis Communications in Sport There is an important distinction to make before anything else. Southampton F.C. did not lose the “Spygate” case simply because of bad communications. They lost because, according to the English Football League, the club admitted to multiple breaches of regulations
When Brand Ambassadors Go Wrong The Marketing Risks of Celebrity Endorsements There is an old marketing idea that if people admire someone, they may subconsciously transfer some of those positive feelings onto the brand they represent. In theory, it makes perfect sense. If a world-famous athlete drinks a certain sports drink, wears a particular
Reebok, Joe Foster and the Marketing Reinventions That Built the Brand How a Bolton running shoe business became one of the most fascinating case studies in sportswear marketing Reebok is one of those brands that feels as though it has lived several lives. At different points, it has been a British running shoe pioneer, an
Cult of Personality When Brands, Politics, and Business Stop Being About the Product There is something strangely powerful about people who become bigger than the thing they actually represent. Sometimes it is a politician. Sometimes it is a business leader. Sometimes it is a celebrity entrepreneur selling electric cars, turtlenecks, trainers, protein powder, or the
Storytelling in Marketing Why Facts Tell, but Stories Sell Marketing has always been about persuasion. But the way we persuade has evolved. Once upon a time (and yes, that’s deliberate), it was enough to list features, shout about price, and hope for the best. Today, that approach feels about as effective as reading out a
Why Consumers Rarely Switch Dog Food And What Finally Makes Them Do It If you want to understand the pet food market, you need to understand one uncomfortable truth: Most consumers are not actively choosing dog food. They are repeating it. Despite the rise of premium brands, raw feeding, and increasingly vocal communities, a large
