Levi’s, the Gold Rush, and One of the Greatest Market Opportunities in Business History How Levi Strauss Saw More Value in Selling to the Prospectors Than Becoming One When people think of Levi’s, they usually think of blue jeans. Some think of Levi's as a fashion brand. Others think of Americana, cowboys, rock stars, or
Reinventing Yourself: What Marketers Can Learn from Prince, Madonna and the Art of Starting Again Why Some People Stay Relevant While Others Become a Footnote One of the most fascinating questions in marketing is why some brands, businesses, and individuals remain relevant for decades while others disappear almost overnight. The answer is not always talent.
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
Subcultures and Marketing How Brands Learned to Speak the Language of Tribes There was a time when marketers believed mass appeal was everything. Create one product. Write one slogan. Push it through television, radio, newspapers and billboards. Job done. But culture rarely works like that. People naturally form groups around shared interests, values, music, fashion,
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
The Law of Diminishing Marginal Utility Why the Second Slice of Pizza Never Feels as Good as the First; and What Marketers Can Learn From It There is a moment in almost every all-you-can-eat buffet where optimism collides with economic theory. The first plate feels glorious. The second is still enjoyable. By the third,
Reebok, Joe Foster and the Marketing Reinventions That Built the Brand How a Bolton running shoe business became one of the most fascinating case studies in sportswear marketing Reebok is one of those brands that feels as though it has lived several lives. At different points, it has been a British running shoe pioneer, an
Purchasing Power Parity (PPP) Why £10 Doesn’t Always Mean £10 There’s a moment that many marketers (and travellers) have had. You land in a new country, order a coffee, and either: feel like you’ve just pulled off the deal of the century, or wonder whether you’ve accidentally bought the café. Same product. Same category.
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
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