Great Campaigns: Grupo Caridad – Pure Breeds
When Street Dogs Became “Purebreds” for a Day
In the bustling streets of Lima, Peru, countless stray and abandoned dogs roam, each carrying a story of survival. Yet, when it co…
Marketing
Great Campaigns: Territorio de Zaguates – Unique Breeds
The Story of “Unique Breeds”: How Costa Rica Fell in Love with Its Mutts
In the rolling hills of Costa Rica lies Territorio de Zaguates—the “Land of the Strays.” Founded by ani…
Great Activations: Pedigree “Adoptable”
Pedigree’s “Adoptable” campaign, winner of the Cannes Lions 2024 Outdoor Grand Prix, is a groundbreaking initiative that transforms every Pedigree ad into an adoption opportunity …
Health and Wellness Opportunities in a Shifting Pet Treat Market
In today’s uncertain economy, pet owners are making tougher choices about where their money goes. Rising costs are stretching household budgets, forcing even the most devoted pet …
Why Kellogg’s Lost Its Place at the Breakfast Table: Strategic Missteps in a Changing Market
Few brands in consumer history embody both innovation and cautionary tale as clearly as Kellogg’s.
What began in 1906 with Corn Flakes as a revolutionary “health food” grew in…
Why Labubu Triggers Obsession: The Hidden Psychology of Collectibles
Walk into any pop culture store or scroll through collectible forums, and you’ll inevitably come across one name whispered with awe, frustration, and obsession: Labubu. These quir…
Consistency: The Invisible Force That Builds Iconic Brands
In a marketplace overflowing with choices, trends, and constant noise, brands struggle to hold attention. While many chase innovation, speed, or viral moments, the secret to long-…
Starbucks’ Revival: Why Experience, Not Just Coffee, Is Its New Growth Engine
For years, Starbucks has been more than a coffee chain. It has been a cultural touchpoint, a lifestyle symbol, and—most importantly—a “Third Place” between home and work where peo…
Brewing More Than Coffee: How Indian Café Chains Can Build Thriving Communities
The Problem: Cafés Without Connection
Most café chains in India focus on ambience, menu variety, and Instagram-worthy interiors — but often overlook the human glue that keeps c…
Why Great Products Alone Don’t Sell – And What Does
The Truth No One Tells You About E-commerce Conversion
When I launched my first online store, I obsessed over product quality. Better materials. Smarter design. Competitive pri…
The Mind Games: Psychological Pitfalls Sabotaging Your E-commerce Communication
When you land on an e-commerce homepage and wonder, "Wait, what exactly are they selling?"—you're "not alone. Most brands don't suffer from bad products. They suffer from bad mess…
Why Your Brand Sounds Like Everyone Else – And How to Fix It
(Hint: "Minimal vibes" aren't a strategy.)
Would Anyone Recognise Your Brand Without a Logo?
Open ten DTC websites and you'll see the same template:
Muted pastels
Saf…
Why Most People Forget Your Brand – And What Smart Founders Do to Stay Unforgettable
Ever wondered why some brands stick in your head forever, while others vanish before your next scroll?
It’s not about price.
It’s not about the product.
It’s not even abo…
The First-Time Buyer Filter: Positioning Traps DTC Brands Fall Into
Most eCommerce brands don't fail because of bad products—they fail because of bad positioning.
You may believe that your website, Instagram page, or product images carry the ma…