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 …
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, …
Nutrition labels for dogs. Cold-pressed treats for cats. Probiotic chews that sound like they belong in a wellness clinic, not a pet store. India's pet food shelf has quietly begu…
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…
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…
