World Cup: IKEA Canada’s Assemble the World
Every brand wants a piece of the World Cup. Most reach for the obvious: a star footballer, a stadium-sized stunt, a jersey tie-in.
IKEA Canada looked at the same opportunity an…
Marketing
World Cup Special: Air Transat -The $1,350 Ticket and the $900 Idea
On a Thursday morning in May 2026, somewhere in a Toronto agency office, a strategist refreshed a browser tab for the fourth time that hour. The number on screen kept moving, and …
Categories Marketing
Guiness: Four Pairs of Pint Glasses You Could Actually Look Through
How Guinness turned a stadium seating problem into one of the World Cup's smartest pieces of marketing
There's a particular kind of misery known to every fan who has ever paid …
The Four Pet Parent Mindsets Indian Supplement Brands Need to Map
Most pet wellness brands in India still plan around a single buyer persona: the "aware urban pet parent". That shorthand is convenient and increasingly wrong. A behavioural lens, …
Categories Marketing
When Loyal Customers Cost You More Than They’re Worth
Every brand manager wants a loyal customer base. It is the metric that justifies the marketing budget, the line that gets read out first in the board meeting, and the reason categ…
Categories Marketing
Brands Don’t Need Flings, They Need Marriages
Most brand managers track repurchase rates and call it loyalty. It is not.
Repurchase happens when:
Switching is inconvenient
The product is the cheapest option availabl…
Categories Marketing
When a Brand Becomes a Religion
Some brands are bought. Others are believed in.
Walk past an Apple Store on launch day, and you will see queues that look more like pilgrimages than purchases. Spend a Sunday w…
Categories Marketing
The Smash Test: Would Your Brand Survive Without Its Logo?
In 1915, Root Glass Company designed a Coca-Cola bottle meant to be recognised in the dark and identifiable even in shards. The brief was unusual: make a shape that survives break…
Categories Marketing
Brand Advantage Through Brand Extension: When Stretching the Name Builds the Business
Most founders think about growth as a product question. Build the next thing, ship it, and sell it. But the sharpest growth lever many businesses already own isn't a new product. …
Categories Marketing
The Obsession With New Customers Is Costing Businesses More Than They Realise
Most companies celebrate new customers.
Sales teams are rewarded for bringing them in. Marketing campaigns are judged by how many they attract. Investors often view customer ac…
The World’s Largest Pet Retailers: What the Revenue Rankings Actually Reveal
Most people see a revenue ranking as a leaderboard. Read it as a strategist, and you find a map of the models that work, the patterns that repeat, and the battlegrounds that will …
Categories Marketing
Brand Extension: Growth Shortcut or Brand Trap?
Every marketer dreams of building a brand strong enough to stretch beyond its original category. After all, if consumers already trust your brand, why not introduce new products u…
Categories Marketing
The Claim vs. The Commitment: Why Your USP Is Not Your Brand Promise
Walk down the biscuit aisle at any Reliance Smart or DMart. Count the number of packs that claim to be "India's favourite", "made with real butter", or "baked, not fried." Every b…
Unforgotten Brands: Melody Chocolates
The story of Melody begins not in 1983 but in 1929. Parle Products Pvt. Ltd., founded in 1929 by the Chauhan family and headquartered in Mumbai, has built its legacy on mass-marke…