The Law of Diminishing Marginal Utility Why the Second Slice of Pizza Never Feels as Good as the First; and What Marketers Can Learn From It There is a moment in almost every all-you-can-eat buffet where optimism collides with economic theory. The first plate feels glorious. The second is still enjoyable. By the third,
Purchasing Power Parity (PPP) Why £10 Doesn’t Always Mean £10 There’s a moment that many marketers (and travellers) have had. You land in a new country, order a coffee, and either: feel like you’ve just pulled off the deal of the century, or wonder whether you’ve accidentally bought the café. Same product. Same category.
The Elastic Truth: How Brands Like Apple, Netflix, and Uber Turn Price Elasticity into a Marketing Weapon Why understanding price sensitivity is one of the most underrated skills in modern marketing Price is often treated as a finance problem. A number. A margin lever. A necessary evil somewhere between cost and profit. But that’s
The Role of Creativity in Marketing Why originality still matters in a world obsessed with optimisation Marketing, in its most reductive form, is often treated as a numbers game. Click-through rates, conversion funnels, customer acquisition costs - the dashboards are endless, and the temptation is to believe that if we simply optimise hard enough, success
World Creativity and Innovation Day Why Creativity and Innovation Are the Beating Heart of Marketing Creativity is one of those words that gets thrown around so often in marketing that it risks losing meaning. Every campaign is “creative”, every brainstorm promises “innovation”, and every brand claims to “think differently”. Yet few thinkers have challenged how
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
How Tropicana’s Packaging Changed the Game - and What Marketers Can Learn from Its High-Profile Missteps Packaging Isn’t Just Packaging For brands in fast-moving consumer goods (FMCG), packaging sits at the intersection of brand identity, shopper behaviour, and sales performance. Few case studies encapsulate this like Tropicana’s 2009 redesign; a decision meant to modernise the
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
Psychology, Research, and Marketing How to Turn What People Say into What Brands Should Do Marketers love a good stat. But numbers without psychology can mislead you, and psychology without numbers can seduce you. The art is joining the two - understanding how human minds actually work and then designing research that reduces bias, surfaces
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