Is There an Ideal Marketing Budget Ratio? From Procter & Gamble’s consistency to Amazon’s flexibility - what the world’s biggest brands actually do Marketing has a habit of making simple questions feel unnecessarily complicated. This is one of them. On the surface, it sounds like something that should be neatly resolved with a number: Spend
The History of Paid Advertising From Town Criers to Targeted Ads Marketing has always had one fundamental challenge: how do you reach people who might want what you’re selling? Long before Google Ads dashboards and social media targeting, businesses relied on very simple methods to promote their products. Over time, paid advertising evolved from
The Personality of a Brand Why Even Something as Ordinary as Tea Needs a Character Walk down a supermarket aisle and you will quickly notice something curious about marketing. Many products do not just have a brand; they have a personality. Sometimes that personality is literal. A tiger selling cereal. A doughboy selling pastries. A
When Cigarette Companies Bought Your Dinner How Tobacco Giants Quietly Took Over the Food Industry At first glance, cigarettes and biscuits do not appear to belong in the same corporate portfolio. One is a product widely linked to lung cancer and premature death. The other is something you might dip in a cup of tea
Ultra-Processed Foods and the Marketing War Over “Real Food” What the NOVA Classification Means for the Food and Pet Food Industries In 2009, Brazilian nutrition researcher Carlos Augusto Monteiro and colleagues published a paper that quietly reshaped how food is discussed, regulated, and marketed. The paper - “A New Classification of Foods Based on the
From Prison Food to Fine Dining The Curious Marketing Story of Lobster Lobster today is shorthand for indulgence. It sits confidently on restaurant menus alongside champagne and oysters, often priced high enough to make you glance twice before ordering. But historically, lobster occupied a very different position in the market. Believe it or not,
The Marketability of Zlatan Ibrahimović How one footballer turned personality into a global marketing machine Few footballers in modern history have marketed themselves quite like Zlatan Ibrahimović. Over a career spanning more than two decades, Zlatan did not just score spectacular goals - he built a brand around confidence, swagger, and an almost mythological
St Patrick’s Day Marketing: How Irish Brands Turn a National Holiday into Global Gold What marketers can learn from Guinness and other iconic Irish brands Every year on 17th March, the world turns a little greener. Rivers are dyed, parades roll through city streets, and millions of pints of stout are poured. What began as
World Book Day: The 5 Most Influential Marketing Books of All Time From Kotler to Sharp - the five books that shaped modern marketing thinking, influenced millions of practitioners, and still underpin the strategies we use today Every year on World Book Day, we’re encouraged to celebrate stories. As marketers, we should probably go
Customer Service and Word of Mouth: The Marketing Channel You Can’t Buy Why the conversations customers have about you may matter more than your advertising There’s a long-held assumption in marketing that word of mouth (WOM) is one of the most powerful forms of promotion. That idea is hardly controversial. What is still often underestimated,
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