Illums brand analysis sits at an interesting intersection: a heritage retailer with genuine cultural equity, operating in a market where most competitors have abandoned any real claim to taste or curation. When you study Illums against industry benchmarks, what you find is not a brand that follows category conventions but one that has quietly set…
American Eagle Outfitters has cycled through marketing leadership with the kind of frequency that tells you something real about how the brand thinks about the CMO role. The question worth asking is not who holds the title, but what the role is actually supposed to do, and whether the structure around it gives any CMO…
Audience loyalty is the sustained preference a customer shows for your brand over alternatives, expressed through repeat purchase, advocacy, and resistance to competitive offers. It is not the same as retention. Retention is a metric. Loyalty is a disposition, and the gap between the two is where most marketing strategies quietly fall apart. You can…
Retail media marketing is the practice of brands buying advertising inventory directly within a retailer’s digital environment, whether that’s a sponsored product listing on Amazon, a display placement on a grocer’s app, or a promoted result on a pharmacy website. It puts brand messages at the point where purchase decisions are made, using the retailer’s…
The greatest expense in most marketing campaigns is not media spend, agency fees, or production costs. It is the money allocated to campaigns that were strategically wrong before a single pound or dollar was committed. Bad strategy, vague briefs, and misaligned objectives waste more budget than any line item on a media plan, and almost…
Walmart and Target are spending heavily on AI, and neither company is doing it for the press release. Both retailers have embedded artificial intelligence across pricing, inventory, personalisation, and advertising in ways that are starting to show up in their commercial results. What they are building tells you something important about where retail marketing is…
Brandweek 2025 brought together some of the most senior brand and marketing leaders in the industry for a week of keynotes, panels, and conversations about where brand-building is heading. The themes were familiar in places and genuinely sharp in others. What matters is not what was said on stage, but what it signals for how…
An AI brand visibility report tells you how often and how favourably your brand appears in AI-generated responses across tools like ChatGPT, Gemini, and Perplexity. It is a new category of brand intelligence, and it matters because a growing share of purchase research now happens inside AI interfaces rather than on search engine results pages….
AI agency pricing is broken, and most agencies don’t realise it yet. The traditional model, billing for hours and headcount, stops working the moment AI compresses the time it takes to do the work. If a task that once took a junior team three days now takes two hours with the right tools, you have…
The most instructive marketing campaigns of 2024 were not the ones with the biggest budgets. They were the ones that solved a real commercial problem in a way that was genuinely difficult to copy. That distinction matters more than it used to, because the gap between marketing that creates growth and marketing that merely measures…
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