The Pepsi Challenge: The Marketing Campaign That Accidentally Created a Generation of Brand Loyalists: Why almost everyone remembers it wrong

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

The Pepsi Challenge: The Marketing Campaign That Accidentally Created a Generation of Brand Loyalists: Why almost everyone remembers it wrong2026-07-22T21:34:06+00:00

How to Measure Brand Recognition (Without Fooling Yourself)

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

How to Measure Brand Recognition (Without Fooling Yourself)2026-07-22T21:17:21+00:00

Brand Activation: The Marketing Phrase That Makes Me Reach for the Mute Button

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

Brand Activation: The Marketing Phrase That Makes Me Reach for the Mute Button2026-07-14T09:11:27+00:00

Why Discounts Don’t Work on Premium Dog Food Consumers: What 2,300 Dog Owners Reveal About Value, Trust and Consumer Behaviour

Why Discounts Don’t Work on Premium Dog Food Consumers What 2,300 Dog Owners Reveal About Value, Trust and Consumer Behaviour One of the oldest rules in marketing is simple: If you want more customers, lower the price. Run a promotion. Offer a discount. Throw in a free gift. And in many categories, that works remarkably

Why Discounts Don’t Work on Premium Dog Food Consumers: What 2,300 Dog Owners Reveal About Value, Trust and Consumer Behaviour2026-06-04T16:44:45+00:00

Why Every Marketer Should Read Academic Papers (Even If They’re Painfully Boring)

Why Every Marketer Should Read Academic Papers (Even If They're Painfully Boring) There comes a point in almost every marketer's career when they decide that academic research is no longer relevant. University is over. The dissertation is gathering dust in the loft. And nobody has ever walked into Monday's marketing meeting saying, "Has anyone checked

Why Every Marketer Should Read Academic Papers (Even If They’re Painfully Boring)2026-07-01T08:21:59+00:00

Fyre Festival: The Greatest Marketing Campaign That Had Absolutely Nothing to Sell

Fyre Festival The Greatest Marketing Campaign That Had Absolutely Nothing to Sell Imagine spending thousands of pounds on what was promised to be the most exclusive music festival ever created. Private jets. Luxury villas. Supermodels. World-famous artists. Crystal-clear Caribbean waters. Instead, you arrive to find disaster relief tents, cheese sandwiches in polystyrene boxes and

Fyre Festival: The Greatest Marketing Campaign That Had Absolutely Nothing to Sell2026-06-30T15:56:40+00:00

Cannes Lions 2026: Less About AI, More About What We Do With It

Cannes Lions 2026 Less About AI, More About What We Do With It Every June, the marketing world packs its linen shirts, expensive sunglasses and LinkedIn buzzwords before descending on the French Riviera for the Cannes Lions International Festival of Creativity. For one week, the beaches of Cannes become the centre of the marketing

Cannes Lions 2026: Less About AI, More About What We Do With It2026-06-29T11:59:57+00:00

PESTEL: A Powerful Framework Restored for the Modern Workplace

PESTEL: A Powerful Framework Restored for the Modern Workplace How to make PESTEL analysis dynamic, actionable, and fit for purpose using modern tools and AI Marketing Strategy | Go-To-Market | Organisational Intelligence Guest Blog from Lee Sellen. Throughout all foundational marketing education, the PESTEL analysis is presented as a vital tool for market validation

PESTEL: A Powerful Framework Restored for the Modern Workplace2026-06-29T11:28:32+00:00

Take Your Dog to Work Day? In This Heat, the Kindest Thing Might Be Leaving Them at Home

Take Your Dog to Work Day? In This Heat, the Kindest Thing Might Be Leaving Them at Home There is something wonderfully British about Take Your Dog to Work Day landing in late June.On paper, it sounds lovely. A day for offices to soften a little. Labradors under desks. Someone from finance pretending not to

Take Your Dog to Work Day? In This Heat, the Kindest Thing Might Be Leaving Them at Home2026-06-26T10:24:29+00:00

The Rise of the Holistic Dog Owner: Why Raw Feeding Is About More Than Food

The Rise of the Holistic Dog Owner Why Raw Feeding Is About More Than Food The debate around dog food is often framed as a battle between raw and kibble. One side talks about processing, convenience and nutritional completeness. The other talks about natural feeding, fresh ingredients and ancestral diets. But after analysing responses from

The Rise of the Holistic Dog Owner: Why Raw Feeding Is About More Than Food2026-06-03T10:24:03+00:00
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