Brand diagnosis is the brand manager’s first job, so prioritise it
Marketers have lost sight of proper research into what drives brand successes and ...
Dismissing DTC is just as dumb as dismissing retail
Direct-to-consumer brands failed to disrupt traditional retail, but that doesn’t mean you ...
Eight out of 10 millennials know demographics are horseshit
Millennials are no more similar to each other than they are to Gen X or Gen Z, so it’s ...
Welcome to IMGFUCK: Seven steps to kicking your price-promotion addiction
Escaping dependence on price promotions is a tough challenge, but it’s achievable with ...
Even sophisticated mass marketers need targeting
Targeting is one of the biggest challenges most marketers now face. Not despite the ...
Don’t listen to the industry sages, they’re not your ad’s target
Advertising professionals’ view of what makes a good ad is not only biased, it’s usually ...
How Guinness became Britain’s most popular pint
Guinness is the rare example of a brand with solid foundations in its product and brand ...
Films no longer have sequels, they have sub-brands and franchises
What a Netflix whodunnit tells us about brand architecture, following a last-minute ...
Follow Shania Twain’s lead and make sure product isn’t the forgotten P of marketing
Mark Ritson experiences an epiphany on his couch that leads him to revise his opinion of ...
