Lead Nurturing The Bit of Marketing Most People Ruin by Being Weird There is a particular kind of business optimism that appears the moment someone downloads a white paper. A notification pings. Someone in marketing leans forward. Someone in sales starts warming up like they’re about to be subbed on in the 89th minute. “Excellent,”
When Marketing Sold a War The Swiss PR Firm That Helped Change the World's View of the Nigerian Civil War Marketing has an uncomfortable secret.We like to imagine it exists in the safe world of logos, adverts, social media campaigns and supermarket shelves. We tell ourselves marketing is about selling trainers, holidays and breakfast cereal.History
The Mandela Effect Why Millions of People Remember Things That Never Happened There are few things more unsettling than confidently remembering something… only to discover it apparently never existed. You swear a film quote was different. You distinctly remember a logo looking another way. You could have bet your mortgage that a celebrity died years
When Brand Ambassadors Go Wrong The Marketing Risks of Celebrity Endorsements There is an old marketing idea that if people admire someone, they may subconsciously transfer some of those positive feelings onto the brand they represent. In theory, it makes perfect sense. If a world-famous athlete drinks a certain sports drink, wears a particular
Cult of Personality When Brands, Politics, and Business Stop Being About the Product There is something strangely powerful about people who become bigger than the thing they actually represent. Sometimes it is a politician. Sometimes it is a business leader. Sometimes it is a celebrity entrepreneur selling electric cars, turtlenecks, trainers, protein powder, or the
Functional Magnetic Resonance Imaging (fMRI) in Marketing From Brain Scans to Brand Strategy: How Coca-Cola, Pepsi and Google Have Explored the Subconscious Mind There is a moment in every marketing campaign where the uncomfortable truth creeps in: people don’t always know why they make the decisions they do. Ask a consumer why they chose
Why Do Campaigns Go Viral? Lessons from Nike, Dove, Always and More The psychology, strategy, and brand examples behind marketing that spreads like wildfire Viral marketing is often treated like lightning in a bottle - unpredictable, uncontrollable, and largely down to luck. But that is only half the story. Behind most “overnight successes” are
Abraham Maslow’s Birthday (1 April): The Psychologist Who Was No Fool How the psychologist born on April Fool’s Day developed one of the most serious, and enduring frameworks for understanding human motivation and consumer behaviour Every year on 1 April, the world celebrates April Fool’s Day, a tradition dedicated to pranks, hoaxes, and playful deception.
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
The Sound of Taste How Sonic Branding Shapes the Way We Experience Food Marketing is often described as a visual discipline; logos, colours, packaging, and advertising creative tend to dominate the conversation. But there is another sensory dimension that quietly influences how we experience brands - sound. In food marketing in particular, sound plays
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