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Halloween in Transylvania, Romania Dracula’s Homeland or Clever Tourism? The Truth Behind Transylvania’s Spooky Season When you hear “Transylvania” and “Halloween” in the same sentence, chances are your mind jumps straight to Count Dracula, looming castles, and misty Carpathian mountains. But while Bram Stoker’s fictional vampire has cemented Transylvania’s spooky reputation worldwide, the local reality
Halloween in Mexico City, Mexico Between Pumpkins and Marigolds: Where Halloween Meets Día de los Muertos Mexico City in late October and early November is unlike anywhere else in the world. While Halloween has been imported from the United States, Mexico has long had its own profound festival of the dead – Día de los
What Marketers Can Learn from Cognitive Behaviour Theory For advanced practitioners who want more than heuristics and headlines. Cognitive Behaviour Therapy (CBT) is a family of evidence-based methods designed to change what people think and do. Pioneered by Aaron T. Beck and building on Albert Ellis’s Rational Emotive Behaviour Therapy, CBT has amassed decades of
Can Marketing Qualify for R&D Tax Relief? Understanding When Innovation in Marketing Counts as Research and Development In the UK, companies can claim tax relief for Research & Development (R&D) activities that aim to achieve a scientific or technological advance. But what about marketing? Can developing a new campaign, app, or customer insight tool ever
An Introduction to Research and Development Lessons from Dyson, Tesla and Coca-Cola Research and development (R&D) is often thought of as a world of lab coats, prototypes, and scientists tinkering away in back rooms. But in reality, it’s a vital function that shapes the products and services we market every day. Without R&D, brands wouldn’t
An Introduction to PR How Dove and KFC Got It Right (and Pepsi and United Airlines Didn’t) Public relations (PR) is one of those marketing-related disciplines that’s easy to misunderstand. For some, it conjures up images of celebrity publicists frantically dodging paparazzi. For others, it’s about writing press releases or organising events. But at its
The Psychology of Persuasion How Amazon, Colgate, Innocent and John Lewis Influence Us Marketers may talk endlessly about data, segmentation, and creative execution (and rightly so!!), but beneath it all, one truth remains: marketing is about people. And people are not perfectly rational creatures weighing up costs and benefits like calculators. Instead, we are
Frightening the Competition The Dark Art of Fear-Based Marketing From anti-smoking campaigns to Burger King vs McDonald’s, how brands have used fear to spook consumers - with mixed results As Halloween creeps closer, marketers love a seasonal tie-in. Pumpkins, skeletons, and a suspicious number of discount sweets all reappear like clockwork. But in marketing,
The Nobel Peace Prize When the Merchant of Death Became the Patron Saint of Peace When Alfred Nobel read his own obituary, it didn’t make for light breakfast reading. In 1888, a French newspaper mistakenly announced the death of “Le marchand de la mort est mort” - “The merchant of death is dead.” They’d confused
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
