World Book Day: The 5 Most Influential Marketing Books of All Time From Kotler to Sharp - the five books that shaped modern marketing thinking, influenced millions of practitioners, and still underpin the strategies we use today Every year on World Book Day, we’re encouraged to celebrate stories. As marketers, we should probably go
Customer Service and Word of Mouth: The Marketing Channel You Can’t Buy Why the conversations customers have about you may matter more than your advertising There’s a long-held assumption in marketing that word of mouth (WOM) is one of the most powerful forms of promotion. That idea is hardly controversial. What is still often underestimated,
The Slow Burn Effect in Marketing: When Momentum Builds - Or Reputation Unravels Why brand success (and brand damage) often build slowly before suddenly becoming impossible to ignore Marketing rarely behaves like a light switch. It is much closer to a dimmer; gradual, cumulative, sometimes frustratingly slow. Whether building a brand or damaging one,
World Spay Day, Dogs and the Marketing of “Responsible Ownership”: Propaganda or Pragmatism? Rethinking World Spay Day - where animal welfare, veterinary science and legacy messaging collide in a debate that’s far less clear-cut than the traditional advice suggests Yesterday was World Spay Day. Originally launched in the 1990s to tackle growing numbers of unwanted
AI and Automation in Marketing: Superpower, Threat, or Just Another Tool? How artificial intelligence is reshaping marketing performance, productivity and professional relevance Artificial intelligence and marketing automation have moved from conference buzzwords to everyday working tools at a pace that should probably concern us more than it does. Five years ago, AI in marketing meant
The Customer Isn’t Always Right: 5 Times the Public Got It Completely Wrong (Plus 5 Honourable Mentions) “The customer is always right.” It’s one of those phrases that sounds brilliant on a motivational poster, right up until you’re dealing with a queue of furious adults arguing over a chicken sandwich like it’s the last helicopter
Narcissism in Pet Ownership: When Love Meets Luxury (and Everyone Has to See It) How Conspicuous Consumption, Identity Signalling and the Psychology of Status Are Reshaping Modern Pet Ownership Pet ownership is usually one of the most wholesome parts of modern life. You get companionship, routine, emotional comfort, and an excuse to talk to strangers
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
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
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