Reebok, Joe Foster and the Marketing Reinventions That Built the Brand How a Bolton running shoe business became one of the most fascinating case studies in sportswear marketing Reebok is one of those brands that feels as though it has lived several lives. At different points, it has been a British running shoe pioneer, an
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
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 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
International Nurses Day The Most Trusted Brand You’re Probably Not Marketing Properly Every year on 12 May, the world marks International Nurses Day; a date chosen to coincide with the birthday of Florence Nightingale. Now, if you’re a marketer, your first instinct might be to ask: what’s this got to do with me? Quite
Buzzwords That Need to Be Put Out of Their Misery (and Why They Drive Me Up the Wall) From “disruptor” to “ROAS”... the marketing buzzwords that frustrate me (and what they often get wrong) There’s a fine line in marketing between clear communication and performative jargon. We all want to sound credible. We all want
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
Tesco vs Sainsbury’s: The Battle That Built British Supermarkets How two supermarket giants turned pricing, perception, and data into one of the UK’s longest-running marketing rivalries If you want to understand modern retail marketing in the UK, you don’t start with Amazon. You start with Tesco and Sainsbury’s.For over a century, these two brands have
Google Trends in Action: What Netflix, Blockbuster and Global Search Behaviour Can Teach Marketers From Netflix vs Blockbuster to Seasonal Demand for Sunglasses - How Google Trends Reveals What Your Audience Actually Cares About There is something slightly addictive about watching search behaviour unfold in real time. It is the closest thing marketers have
From LEGO to Peloton: How Communities Turn Customers into Marketers What Glossier, BrewDog, and Gymshark Teach Us About Building Brands People Actually Belong To There is a quiet shift happening in marketing - and it is not about channels, algorithms, or even budgets. It is about people. Not audiences. Not segments. Not “users”. Communities. The
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