Consumer Culture Theory Explained: Why People Buy Identities, Not Just Products Understanding Arnould & Thompson (2005) Through Real-World Marketing Examples Marketing students often encounter theories that sound far more complicated than they really are. Consumer Culture Theory - often shortened to CCT - is one of them. At first glance, the term feels intimidating. It
Conversion Rate Optimisation (CRO): Turning More Visitors into Customers Why Getting More Traffic Isn't Always the Answer One of the most common mistakes in marketing is assuming that the solution to every problem is more traffic. Website sales are down? Buy more advertising. Lead generation is struggling? Increase the PPC budget. Not enough enquiries? Publish
Why Dog Owners Don’t Trust Big Pet Food Brands The Rise of the Anti-Kibble Consumer There was a time when being a large pet food brand was an advantage. Big companies represented: expertise consistency safety scientific credibility For many consumers, that was reassuring. If a product sat on the shelves of supermarkets and veterinary clinics
What Happens to Luxury Goods in an Economic Downturn? Why Recessions Don’t Always Hurt Luxury Brands - and Why Some Become Even More Desirable During Economic Uncertainty For decades, luxury brands have cultivated an image of immunity. While ordinary businesses panic during recessions, the assumption is that the wealthy simply carry on buying handbags, watches,
D&AD Awards 2026 What the Winners Tell Us About the Future of Marketing Every year, the D&AD Awards provide a snapshot of where the creative industry believes advertising is heading. Not necessarily where consumers think it is heading. Not necessarily where CFOs think it is heading. But whether marketers like it or not, D&AD
The Marketing War Between Raw and Kibble Competing Narratives in the Battle for the Dog Bowl Few industries market themselves quite as aggressively as pet food.On one side, you have established global brands promoting scientifically formulated nutrition, convenience and decades of research.On the other, you have challenger brands championing fresh ingredients, natural feeding and the
When Southampton Lost the Narrative What “Spygate” Teaches Us About Crisis Communications in Sport There is an important distinction to make before anything else. Southampton F.C. did not lose the “Spygate” case simply because of bad communications. They lost because, according to the English Football League, the club admitted to multiple breaches of regulations
Storytelling in Marketing Why Facts Tell, but Stories Sell Marketing has always been about persuasion. But the way we persuade has evolved. Once upon a time (and yes, that’s deliberate), it was enough to list features, shout about price, and hope for the best. Today, that approach feels about as effective as reading out a
Why Consumers Rarely Switch Dog Food And What Finally Makes Them Do It If you want to understand the pet food market, you need to understand one uncomfortable truth: Most consumers are not actively choosing dog food. They are repeating it. Despite the rise of premium brands, raw feeding, and increasingly vocal communities, a large
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
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