Why Do Campaigns Go Viral? Lessons from Nike, Dove, Always and More The psychology, strategy, and brand examples behind marketing that spreads like wildfire Viral marketing is often treated like lightning in a bottle - unpredictable, uncontrollable, and largely down to luck. But that is only half the story. Behind most “overnight successes” are
What Does a Marketing Plan Actually Look Like? Marketing plans are one of those things everyone talks about, but very few people ever see in full. In theory, they’re structured, strategic, and neatly documented. In reality, they often live somewhere between a PowerPoint presentation, a spreadsheet, and a collection of half-finished ideas discussed in
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
Is There an Ideal Marketing Budget Ratio? From Procter & Gamble’s consistency to Amazon’s flexibility - what the world’s biggest brands actually do Marketing has a habit of making simple questions feel unnecessarily complicated. This is one of them. On the surface, it sounds like something that should be neatly resolved with a number: Spend
The History of Paid Advertising From Town Criers to Targeted Ads Marketing has always had one fundamental challenge: how do you reach people who might want what you’re selling? Long before Google Ads dashboards and social media targeting, businesses relied on very simple methods to promote their products. Over time, paid advertising evolved from
Abraham Maslow’s Birthday (1 April): The Psychologist Who Was No Fool How the psychologist born on April Fool’s Day developed one of the most serious, and enduring frameworks for understanding human motivation and consumer behaviour Every year on 1 April, the world celebrates April Fool’s Day, a tradition dedicated to pranks, hoaxes, and playful deception.
What I Learned From... What I Learned from Studying PRINCE2 Structure, stakeholders, and what happens when theory meets reality At a certain point in your career, things stop being simple.You’re no longer just doing the work. You’re coordinating it. Managing agencies. Aligning departments. Trying to get five different people to agree on what “done” actually
The Personality of a Brand Why Even Something as Ordinary as Tea Needs a Character Walk down a supermarket aisle and you will quickly notice something curious about marketing. Many products do not just have a brand; they have a personality. Sometimes that personality is literal. A tiger selling cereal. A doughboy selling pastries. A
When Cigarette Companies Bought Your Dinner How Tobacco Giants Quietly Took Over the Food Industry At first glance, cigarettes and biscuits do not appear to belong in the same corporate portfolio. One is a product widely linked to lung cancer and premature death. The other is something you might dip in a cup of tea
Ultra-Processed Foods and the Marketing War Over “Real Food” What the NOVA Classification Means for the Food and Pet Food Industries In 2009, Brazilian nutrition researcher Carlos Augusto Monteiro and colleagues published a paper that quietly reshaped how food is discussed, regulated, and marketed. The paper - “A New Classification of Foods Based on the
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