Tag: brand strategy

Walk through the skincare aisle of a modern retail store, scroll through Instagram advertisements for direct-to-consumer brands, or browse the websites of competing food delivery …

Marketing has always been fascinated by the loud. The charismatic marketer who dominates the meeting, the agency leader who can sell an idea in five minutes, the salesperson who c…

Marketing becomes much more complicated when the person who buys a product isn't the person who actually uses it. A parent may buy a smartphone for a teenager. A company may purch…

Globalisation has made it easier than ever for brands to enter new markets. A campaign created in New York can be launched in Mumbai within hours. A product developed in Seoul can…

For decades, luxury operated through visibility. The monogrammed handbag, recognisable watch, distinctive automobile grille or prominently displayed designer logo did more than id…

For decades, marketers have competed for attention. The formula was relatively straightforward: get noticed, build awareness, communicate a proposition and convert attention i…

We spend a lot of time arguing that creativity is a business tool. Oatly is a rather remarkable demonstration of what that can actually mean. The company did not inv…

A wildfire is exactly what most viral content actually behaves like: it spreads through a medium that's already primed to burn, it moves faster than anyone contr…

Competition is usually something companies prefer to manage quietly. Marketers track competitors, compare prices, study product launches and monitor advertising, but most brand co…

Packaging is not just a container. It can change how much we buy, how much we consume, and what we believe we are getting for our money. We often think of packagi…

The Curious Gap Between Attitude and Behaviour A fascinating contradiction lies at the heart of marketing. Consumers can say they love a brand and still buy something else. The…

Anthropic's new film, "Hard Questions," extends its "Keep Thinking" platform. Instead of celebrating what AI can do, the film asks people to question what AI should be allowed …

Every brand strategy deck now has a slide on cultural relevance. Fewer brands can explain what that phrase actually means once the deck closes and the campaign goes live. Cultu…

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 …