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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
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 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
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
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
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
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
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
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
