Repositioning marketing is the strategic process of changing how a target audience perceives a brand, product, or company. It is not a rebrand, not a refresh, and not a new campaign. It is a deliberate shift in the competitive territory a brand occupies, typically driven by market changes, competitive pressure, or a mismatch between what…
Contextual advertising targets people based on the content they are currently reading. Behavioral advertising targets people based on what they have done in the past. Both approaches work. The question is which one fits your business, your audience, and the regulatory environment you are operating in right now. That distinction matters more than ever. Privacy…
Measuring marketing impact means connecting your marketing activity to business outcomes, not just recording what happened. Most teams track plenty of data. The gap is between the metrics they collect and the commercial decisions those metrics should inform. That gap is wider than most marketing leaders want to admit. I’ve seen it up close, across…
PR crisis communication is the discipline of managing information, messaging, and stakeholder relationships when something has gone badly wrong. Done well, it limits reputational damage, preserves trust, and gives a brand a credible path back. Done poorly, it compounds the original problem and creates a second crisis on top of the first. Most organisations understand…
Incremental budgeting is a marketing budget approach where next year’s allocation is built by adjusting this year’s spend up or down, usually by a fixed percentage, rather than rebuilding from first principles. It is fast, politically comfortable, and almost always wrong. The problem is not the adjustment. The problem is the baseline. When you start…
Brand market research is the practice of systematically gathering and interpreting data about how your brand is perceived, remembered, and chosen by customers and prospects. Done well, it tells you whether your marketing is building something durable or just generating short-term noise. Done poorly, it tells you what you want to hear. Most brand research…
A crisis management team is the group of people responsible for making decisions, coordinating communications, and protecting an organisation’s reputation when something goes wrong. The composition of that team, and the clarity of roles within it, determines whether a crisis is contained or compounds. Most organisations don’t fail in a crisis because they lacked a…
The Tropicana rebrand of 2009 is one of the most documented brand failures in marketing history, and it still gets misread. The common version of the story is that consumers hated the new packaging, PepsiCo panicked, and the old design came back. That is broadly true. But the more instructive version is about what the…
Analyst relations is the practice of building structured, ongoing relationships with independent industry analysts, the researchers at firms like Gartner, Forrester, and IDC who brief buyers, shape category narratives, and influence procurement decisions at scale. Done well, it gives your brand a seat at the table when buyers are forming their shortlists. Done poorly, it…
Times Square advertising puts your brand in front of roughly 330,000 people daily, across one of the most photographed locations on earth. The cost ranges from a few thousand dollars for a short digital slot to several million per year for a premium static billboard, depending on size, placement, and duration. Whether that spend makes…
Practical marketing intelligence
for people who think.
© 2026 The Marketing Juice