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Consumer behaviour • AI • Extended Self AI as an Extension of Self: When Does Technology Stop Being a Tool and Start Becoming Part of Us? Russell Belk argued that possessions can become part of who we are. Decades later, generative AI presents a stranger possibility: what happens when the thing we extend ourselves
How Monzo Disrupted Banking: What Marketers Can Learn from the Challenger Banks For a very long time, banking was something you tolerated. You didn't necessarily like your bank. You just had one. Changing banks felt approximately as appealing as changing electricity supplier, updating your pension details or ringing HMRC: theoretically possible, but something you'd
Positioning Theory: Why Ries & Trout Still Explain the Battle for Your Customer’s Mind The marketing theory I keep coming back to - and why attention, psychology and memory matter more than ever There are marketing theories you learn because they are on the syllabus. And then there are marketing theories that start changing the
Are Exhibitions Worth the Money? Measuring the ROI of Consumer Events The awkward economics of consumer events, aggressive show offers and the desperate search for a defensible return Walk through a large consumer exhibition and you will encounter an extraordinary concentration of human enthusiasm. There are demonstrations, competitions, samples, celebrity appearances, enormous fibreglass products
When the Dog Moved UpstairsHow Pet Humanisation Created a Premium MarketNobody can identify the precise moment the dog took over the house.There was no announcement. No formal handover of power. No small canine delegation arrived at the kitchen table demanding improved conditions.It happened gradually.First, the dog came in from the garden. Then it was allowed
Thorstein Veblen: The Economist Who Explained Why People Buy Things They Don't Need Why luxury brands still owe everything to a man writing in 1899 Imagine buying a £4,000 handbag. It carries your phone. Your keys. Your purse. So does one that costs £40. Yet millions of people willingly pay one hundred times more. Why?
Theranos: How Elizabeth Holmes Marketed a $9 Billion Illusion The blood-testing startup that proved brilliant storytelling cannot rescue a product that does not work Theranos did not begin with a bad idea. It began with a magnificent one. Blood tests were unpleasant, inconvenient and often expensive. Elizabeth Holmes promised to replace needles and tubes of
The Pepsi Challenge: The Marketing Campaign That Accidentally Created a Generation of Brand Loyalists Why almost everyone remembers it wrong If you ask most marketers what the Pepsi Challenge proved, they'll probably say: "Pepsi tastes better than Coca-Cola." That's not what it proved. In fact, the campaign may have helped Coca-Cola become even stronger. Imagine
How to Measure Brand Recognition (Without Fooling Yourself) The metrics that reveal whether customers genuinely remember your brand Everyone thinks they know whether their brand is well known. The problem is that most businesses are measuring the wrong things. Followers, impressions, website traffic and likes can all make you feel successful, but they don't necessarily
Brand Activation The Marketing Phrase That Makes Me Reach for the Mute Button There are certain marketing phrases that immediately make my eyes glaze over. "Let's take this offline." "We need to socialise the idea." "Can you action that?" And somewhere near the top of that list sits "brand activation". Now, before the brand
