Personalisation in Marketing: How Brands Turn Data Into Customer Loyalty Why Some Brands Feel Like They Know You Better Than Your Friends Walk into your local coffee shop and order the same drink every morning. After a few visits, the barista remembers your order. You feel recognised. You feel valued. You feel like a regular.
Reinventing Yourself: What Marketers Can Learn from Prince, Madonna and the Art of Starting Again Why Some People Stay Relevant While Others Become a Footnote One of the most fascinating questions in marketing is why some brands, businesses, and individuals remain relevant for decades while others disappear almost overnight. The answer is not always talent.
Why George Orwell's 1984 Still Haunts Me 77 Years After It Was Published The dystopian novel that refuses to stay in the past On 8th June 1949, George Orwell published Nineteen Eighty-Four. More than seven decades later, people are still talking about it. That alone tells us something. Thousands of novels have been published since
World Environment Day When Marketing Meets the Planet Every year on 5th June, the world celebrates World Environment Day. And every year, brands suddenly discover the colour green. Social feeds fill with leaves. Packaging acquires suspiciously earthy tones. CEOs start talking about “our sustainability journey” with the same energy people use when explaining they’ve
User-Generated Content (UGC) The Marketing Goldmine Brands Still Underestimate There was a time when brands controlled almost everything. They controlled the advert. They controlled the messaging. They controlled the photography. They controlled the celebrity endorsements. And if a customer had something negative to say? Well, unless they wrote a strongly worded letter or cornered
What Happens to Luxury Goods in an Economic Downturn? Why Recessions Don’t Always Hurt Luxury Brands - and Why Some Become Even More Desirable During Economic Uncertainty For decades, luxury brands have cultivated an image of immunity. While ordinary businesses panic during recessions, the assumption is that the wealthy simply carry on buying handbags, watches,
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 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,
Quiet Luxury The Marketing Strategy of Saying Everything by Saying Very Little There was a time when luxury marketing shouted. Big logos. Gold trim. Monograms large enough to be seen from space. If someone bought something expensive, the assumption was that they wanted everyone else to know about it too. But over the last decade,
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
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