Product is the P all marketers should strive to influence
Marketers should have a say in all 4Ps but one more than any other – the one they are ...
Dom Pérignon perfectly demonstrates the appeal of scarcity
What better expression of a luxury brand than refusing to sell your product this year, ...
What can McCain’s Grand Prix win teach us? Nothing new
The IPA Effectiveness Awards winner is a case study in the marketing fundamentals that ...
Only crap marketers mistake stereotypes for segments
The ASA’s research into harmful gender stereotypes is spot-on, but why do marketers ...
Ethnography beats focus groups hands-down, but they still serve a purpose
Focus groups are a bone of contention, as a Twitter debate featuring Professor Byron ...
Copy KitKat on your quest for ‘double D marketing’
Tight positioning, a respected brand heritage and refusal to overcomplicate things means ...
Häagen-Dazs and BBH rekindling their flame has got me excited
The ice cream brand and its famed agency achieved one of the great UK product launches 30 ...
Badly designed surveys don’t promote sustainability, they harm it
Brands love reported data that shows people care about sustainable consumption, but these ...
Synthetic data is suddenly making very real ripples
Ready for the era of synthetic data? The implications for strategy and execution could be ...
