Lead Nurturing The Bit of Marketing Most People Ruin by Being Weird There is a particular kind of business optimism that appears the moment someone downloads a white paper. A notification pings. Someone in marketing leans forward. Someone in sales starts warming up like they’re about to be subbed on in the 89th minute. “Excellent,”
Why Every Marketer Should Read Academic Papers (Even If They're Painfully Boring) There comes a point in almost every marketer's career when they decide that academic research is no longer relevant. University is over. The dissertation is gathering dust in the loft. And nobody has ever walked into Monday's marketing meeting saying, "Has anyone checked
Countercultures: Why Marketers Ignore Them at Their Peril Understanding the Movements That Challenge Society - and Often Change It Countercultures are fascinating because they often begin as outsiders rejecting mainstream ideas, only to see their beliefs, styles and behaviours eventually absorbed into the very culture they once opposed. Many of today's biggest brands owe
Consumer Culture Theory Explained: Why People Buy Identities, Not Just Products Understanding Arnould & Thompson (2005) Through Real-World Marketing Examples Marketing students often encounter theories that sound far more complicated than they really are. Consumer Culture Theory - often shortened to CCT - is one of them. At first glance, the term feels intimidating. It
Conversion Rate Optimisation (CRO): Turning More Visitors into Customers Why Getting More Traffic Isn't Always the Answer One of the most common mistakes in marketing is assuming that the solution to every problem is more traffic. Website sales are down? Buy more advertising. Lead generation is struggling? Increase the PPC budget. Not enough enquiries? Publish
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,
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 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
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
The Genius of the Marketing of Meat For Dogs Why brutal simplicity might be the smartest strategy in pet food right now There’s a moment in marketing when complexity becomes a crutch. When brands start layering features, benefits, ingredients, claims, sub-claims, and disclaimers on top of each other - not because it helps the
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