Branding Pepsi is one of the longest-running case studies in commercial marketing, and not always for the right reasons. Over seven decades, Pepsi has repositioned itself more times than most brands change their agency roster, cycling between challenger energy, cultural provocation, and mainstream aspiration with varying degrees of success. What makes Pepsi genuinely useful to…
The Dr Squatch acquisition by Unilever in 2025 was not a surprise to anyone who had been watching the brand closely. It was the logical conclusion of a go-to-market strategy built from day one around a very specific kind of value creation: own a category position so clearly that a larger player eventually has to…
The Walmart rebrand is one of the more instructive brand exercises of recent years, not because it reinvented the business, but because it clarified something that was already true. When a company of Walmart’s scale refreshes its visual identity and repositions its brand narrative, it is rarely about aesthetics. It is about alignment: making the…
Multi-channel marketing challenges are not primarily technical. They are organisational, strategic, and commercial. Most teams that struggle with multi-channel execution are not failing because they lack the right tools. They are failing because they have not resolved the harder questions first: who owns what, how channels interact, and whether the activity is actually driving growth…
The SkinnyPop rebrand is a case study in knowing what you are and having the discipline to say it clearly. When Amplify Snack Brands, and later Hershey, sharpened the brand’s visual identity and tightened its positioning, they weren’t reinventing a product. They were removing the noise that had accumulated around a simple, commercially strong idea:…
The Coca-Cola “Share a Coke” campaign replaced the brand’s iconic logo with 150 of the most popular names in each market. It ran first in Australia in 2011, then rolled out globally, and it became one of the most replicated go-to-market ideas of the last two decades. What made it work was not the personalisation…
The Weight Watchers brand is one of the most instructive case studies in modern marketing, not because it succeeded, but because it shows exactly what happens when a company tries to solve a brand problem with a name change instead of a strategy change. The rebrand to WW in 2018 was meant to signal a…
December 2025 is a useful moment to separate signal from noise. The trends worth paying attention to are not the ones generating the most conference buzz. They are the ones quietly reshaping how budgets get allocated, how audiences get reached, and how growth actually happens. This is not a list of predictions. It is a…
Marketing trends in 2026 are arriving faster than most teams can evaluate them. The question is not which trends exist, it is which ones will actually move your business and which ones are just industry theatre dressed up as strategy. The honest answer is that most trend coverage conflates novelty with relevance. A shift worth…
The Walmart rebranding is one of the more instructive case studies in modern retail brand management, not because it was radical, but because it was deliberate. When a company with nearly $650 billion in annual revenue touches its visual identity, it is not experimenting. It is making a calculated statement about where the business is…
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