Marketing

In contrast to the more conventional "survival of the fittest" strategy, which emphasizes aggressive rivalry and personal power, the "survival of friendliest" theory posits that c…

The want to amass possessions is universal among humans, yet some of us have a stronger desire than others. Psychologists think that when we amass a lot of things that attract or …

Despite their apparent similarities, humanisation and anthropomorphism have different but complementary effects on the pet products business, especially on the creation and promot…

Marlboro's transformation from a brand aimed at women to the archetypal "man's cigarette" is a prime illustration of effective brand repositioning. The strategy and backstory behi…

In his 1984 book Influence, author Robert Cialdini first used the term "social proof." As a psychological phenomenon known as "social proof," it occurs when individuals tr…

Despite being nearly 120 years old, Heinz has managed to maintain its relevance. This is how you maintain your brand's relevance and avoid it becoming a throwback. This way, you c…

In 2006, Angela Ahrendts took the helm at Burberry, a brand steeped in heritage but facing an uncertain future. Despite its iconic trench coat and illustrious past, Burberry lacke…

Spotify's "Sound Tour" initiative stands out as an innovative and imaginative marketing campaign geared towards highlighting the vibrancy of Japanese culture and landscapes to its…

In the landscape of corporate battles, few skirmishes stand out quite like the clash between Paraguay's underdog, Mickey S.R.L., and the entertainment behemoth, Disney. Nestled wi…

Since the 1990s, Gillette, a subsidiary of Procter & Gamble, has been mailing razors to young men celebrating their 18th birthday. This year, the company has intensified its f…

To revitalize its brand perception and reconnect with Brazilian consumers during the holiday season, Coca-Cola launched a groundbreaking campaign in Brazil featuring a Black Santa…

Calvin Klein has a keen grasp of Twitter's engagement mechanics, which informs its strategy of mostly asking questions. Calvin Klein shook up their marketing strategy and unleashe…

Consider two people: one consistently fulfils promises and responds predictably, while the other is erratic and untrustworthy. Imagine now how similar situations may play out i…

Oliver Brocato and Jake Lewin co-founded the aphrodisiac chocolate business Tabs, which is known for its dark chocolate that is said to increase performance. The brand achieved re…