An Introduction to Research and Development Lessons from Dyson, Tesla and Coca-Cola Research and development (R&D) is often thought of as a world of lab coats, prototypes, and scientists tinkering away in back rooms. But in reality, it’s a vital function that shapes the products and services we market every day. Without R&D, brands wouldn’t
Frightening the Competition The Dark Art of Fear-Based Marketing From anti-smoking campaigns to Burger King vs McDonald’s, how brands have used fear to spook consumers - with mixed results As Halloween creeps closer, marketers love a seasonal tie-in. Pumpkins, skeletons, and a suspicious number of discount sweets all reappear like clockwork. But in marketing,
An Introduction to Supply Chain Why Marketers Should Care - Including Examples from Amazon, Zara and More... When most people hear the phrase supply chain, their mind jumps straight to warehouses, lorries, and factories. It sounds like something reserved for operations managers in hard hats, not marketing professionals. But in reality, supply chain decisions shape
An Introduction to KPIs Making Performance Meaningful When it comes to marketing, strategy is nothing without measurement. You can launch the most creative campaign in the world, but if you can’t prove its effectiveness, you’ll quickly lose budget - and trust. That’s where KPIs come in. KPIs, or Key Performance Indicators, are the yardsticks marketers
An Introduction to Direct Marketing Lessons from Dell, American Express, and Boden Direct marketing has been around for centuries, but its principles are more relevant than ever. At its core, direct marketing is about communicating directly with customers to drive a response; whether that’s making a purchase, signing up to a mailing list, or engaging
Quantitative vs Qualitative Research Which Should Marketers Use, When, and Why? If marketing is decision-making under uncertainty, research is how you shrink the uncertainty. The tricky part isn’t “doing research” but choosing the right kind for the job. This guide clarifies quantitative vs qualitative research for marketers, shows where each shines, where each misleads, and
Marketing In Russia What Works, What Changed, And How To Adapt Russia is a paradox for marketers: a vast, digital-first audience with high ecommerce penetration, but a media and regulatory environment that looks very different to the UK or US. Since 2022, platform access, payments and compliance have all shifted. This piece maps the
Sales For Marketers A Practical Introduction If marketing creates demand, sales captures it. The best commercial teams treat these as one system - shared language, shared numbers, shared outcomes. This article translates core sales concepts into marketer-friendly terms and shows where you can make the biggest impact.
Adverts, Abs, and the Pendulum Problem How Beauty Marketing Went Bonkers If you’ve ever stood in a chemist under the fluorescent lights, holding a high-coverage concealer and a low opinion of your own pores, you already know this story. Ads helped build some frankly bonkers beauty standards, then lurched the other way and seemingly encouraged
The Do’s and Don’ts of Marketing to Gen Z How to connect with the world’s most sceptical (yet most influential) generation If Millennials were the avocado-toast generation, then Gen Z are the oat-milk-latte-with-an-extra-shot-and-a-side-of-climate-anxiety crowd. Born between the mid-1990s and early 2010s, they’ve grown up in a world of smartphones, social media, and economic uncertainty.
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