Brands Have to Eat the Elephant or Leave the Room
Tackling a weakness or challenge head on is one of the most storied successes in marketing. But when can we eat the proverbial elephant and when is it better to just change rooms? ...
Thinking.
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Pick a Fight You Can Win: Mentioning Competitors in Your Ads
Comparison ads are as old as the industry itself, but when is it ok to mention competitors or pick a fight? ...
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When Can There Be Too Much Truth in Advertising?
As advertisers increasingly know more about consumers than they do about themselves, are we facing a rising risk of being 'too right'? ...
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6 Things I Wish I Knew When Starting As a Strategist
There are lots of things I wish I had known when I began as a strategist, but here are the 6 biggest lessons...
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AI & The Augmented Strategist
AI looms over every industry, but for strategists in marketing it poses a unique opportunity, not just a threat. ...
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For Marketers, Does Popular Culture Exist Anymore?
Top down culture doesn't seemingly exist anymore - giving way to a collection of fandoms and subcultures brands must consider. ...
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15 Brands That Used Their Data in Different Ways
Brands, while data rich, often struggle to use it beyond their own organization. Here are 15 examples of brands externally using data. ...
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The Age of Adapted Nostalgia
Brands already rely heavily on nostalgia, but what happens when we can edit the past with AI? ...
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Big Game Ad Bingo Cards (2024 Edition)
Watching the big game this year for the advertising? Download Big Game Ad Bingo to make everyone care as much as you do about the ads....
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Framework: How to Build a Brand?
How do you build an effective brand? Construct it like an operating system & activate it like an API. An introduction to the BrandOS / BrandAPI framework of brand planning. ...
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Research: What Shapes Brand Relationships with Consumers?
What do consumers really want from a brand relationship? My research shows how relationships need to shift with different consumer demographics, markets and sectors...
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Research: Can Today’s British Challenger Brands Become Cultural Classics?
Is it possible to become a Classic British Brand? What about the monarchy? This research highlights where different British brands stand on impacting culture....
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Research: What Makes an Effective Super Bowl Ad?
What makes an effective Super Bowl Ads? We tracked immediate and long term impacts of 2023 ads to find out. ...
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Research: Coming Out on Top in the Economic Shuffle
What does the economic downturn do to consumer attitudes? I identify key areas brands should consider. ...
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Research: The Rise of the Pufferfish Challenger
Challenger brands have more opportunities to scale faster than ever before thanks to new media and distribution opportunities - so how do these 'Pufferfish Challengers' operate?...