The HBO Max rebrand to “Max” in 2023 is one of the most instructive brand strategy failures in recent memory, not because Warner Bros. Discovery made an obviously bad decision, but because they made a defensible business decision and dressed it up as a brand one. The distinction matters. When you strip a premium brand…
Content cannibalisation happens when two or more pages on your site compete for the same keyword, splitting ranking signals and confusing search engines about which page to surface. The result is predictable: instead of one strong page ranking well, you get two weak pages ranking poorly, or worse, the wrong page ranking at all. It…
Wendy’s Project Fresh was a multi-year brand and operations overhaul launched in the early 2010s to reposition the chain away from budget fast food and toward a quality-first identity. It combined restaurant redesigns, menu changes, and a sharper marketing posture to close the gap with competitors who had moved decisively upmarket while Wendy’s stood still….
Moz has been acquired twice in its relatively short life as a public-facing SEO software company, and both deals say something important about where the SEO tools market is heading. The first acquisition, by iContact parent j2 Global in 2021, and the second by Ziff Davis in 2022, are not just corporate housekeeping. They are…
Fanatics advertising sits at an intersection most brand marketers have been slow to recognise: a first-party data network built on verified purchase behaviour, wrapped around the most emotionally engaged audience in consumer marketing. If you are running campaigns targeting sports fans and you are not thinking about what Fanatics has built, you are probably over-investing…
Keyword commercial intent is the likelihood that a search query will lead to a purchase or a commercial action. It sits at the centre of any paid or organic search strategy worth running, because traffic without intent is just noise. Getting this wrong is one of the most expensive mistakes a marketing team can make….
The Cannes Lions International Festival of Creativity is the advertising industry’s largest annual gathering, drawing thousands of agency leaders, brand marketers, and media owners to the south of France each June. It rewards creative excellence, generates significant industry conversation, and has been doing both for over sixty years. It also has a persistent habit of…
The Moz SEO survey is one of the most referenced sources in the industry, regularly cited in blog posts, agency decks, and conference presentations as evidence for what works in search. It captures real practitioner sentiment across a broad sample, and that has genuine value. But survey data is not the same as causal evidence,…
IPG Mediabrands’ strategic priorities for 2025 centre on three interconnected bets: deeper AI integration across planning and buying, a sharper focus on commerce media, and a structural push to make first-party data the backbone of client campaigns. These are not new ideas in isolation, but the way IPG is sequencing and resourcing them tells you…
Several SEO tactics that were standard practice five to ten years ago now actively work against you. Google’s algorithm has matured considerably, and what once moved rankings, keyword stuffing, exact-match anchor text manipulation, low-quality link building, now triggers penalties or simply gets ignored. The practices below are not edge cases. They were mainstream, widely recommended,…
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