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Publishing Truth in a Post-Truth World: Revisiting Homage to Catalonia on Its Anniversary Why Homage to Catalonia still feels uncomfortably modern in 2026 There are anniversaries that feel ceremonial, and then there are anniversaries that feel… a bit too relevant.The publication of Homage to Catalonia by George Orwell falls firmly into the latter category. Written
Functional Magnetic Resonance Imaging (fMRI) in Marketing From Brain Scans to Brand Strategy: How Coca-Cola, Pepsi and Google Have Explored the Subconscious Mind There is a moment in every marketing campaign where the uncomfortable truth creeps in: people don’t always know why they make the decisions they do. Ask a consumer why they chose
From Barbie to Netflix: What Entertainment Marketing Teaches Us That Nike and Apple Can’t How Marvel, Taylor Swift, and Disney Turn Audiences into Fanatics - and Why Traditional Brands Struggle to Keep Up There is a moment, somewhere between queuing for a midnight film release and arguing online about whether the ending “ruined everything”, where
Survival of the Smartest: Darwinian Thinking in Modern Marketing Why the brands that evolve with their audience - not just compete - are the ones that last On 20th April 1882, the world lost Charles Darwin - a man whose ideas quietly rewired how we understand life itself. Darwin is most famous for his theory
Guerrilla Marketing: When Creativity Outperforms Budget How brands like IKEA, The Blair Witch Project, and Coca-Cola turned unconventional ideas into unforgettable marketing moments There is a moment in every marketing meeting where someone suggests an idea that feels slightly uncomfortable. It is unconventional, difficult to measure, and doesn’t fit neatly into a media plan. That
Meat for Dogs Launches with a Simple Idea: Feed Meat Meat for Dogs - the no-nonsense raw dog food brand - has entered the dog food category with a message that cuts through the noise - and doesn’t ask for permission first: Feed meat. No trends. No over-engineering. No trying to reinvent what a dog
The Fundamentals of Paid Advertising How Brands Turn Budget into Attention, and Attention into Revenue Paid advertising is often misunderstood as a blunt instrument - spend money, get results. If only it were that simple. In reality, paid ads sit at the intersection of psychology, data, creativity, and timing. Done well, they amplify growth. Done
Adaptive Tactics Under Pressure and the Art of Improvisation When the match is running, the heat is on and your campaign isn’t going to pause - how to think, act and adapt like a championship team In sport they call it being “in the clutch” - the moment when the stadium hums, the seconds tick
How to Define a Culture or Subculture From Heavy Metal to Norwegian Black Metal - understanding identity, resistance, and belonging What Is a Subculture (And Why It Matters) At its simplest, a subculture is a group within a wider society that develops its own values, norms, symbols, and behaviours, often in contrast to the mainstream.
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
