Context marketing is the practice of delivering messages, offers, and content at the precise moment when a person is most receptive to them, based on where they are, what they are doing, and what they are thinking about. It is not a technology play or a personalisation trick. It is a strategic discipline that treats…
Walmart branding is built on one of the most disciplined positioning strategies in retail history: own the price conversation, then make everything else serve that promise. For a company with over $600 billion in annual revenue and stores in nearly every corner of America, the brand has remained remarkably coherent across decades of economic shifts,…
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…
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 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…
The Domino’s rebrand of 2009 is one of the most studied turnarounds in modern marketing, and for good reason. A major fast food chain publicly admitted its product was bad, rebuilt the recipe, and then made the admission itself the centrepiece of its advertising. What followed was a decade of sustained commercial growth that most…
The Mountain Dew rebrand is one of the more instructive brand repositioning moves of recent years, not because it was radical, but because it was disciplined. PepsiCo updated the visual identity, modernised the wordmark, and sharpened the brand’s positioning around an audience it had owned for decades without abandoning the equity that made the brand…
Measurement and attribution are the foundation of accountable marketing, but most businesses are building on sand. Attribution models assign credit to touchpoints, measurement frameworks track outcomes, and together they are supposed to tell you what is working. In practice, they tell you a version of what is working, shaped by the model you chose, the…
Agentic AI advertising refers to systems that can plan, execute, and optimise ad campaigns autonomously, making decisions in real time without waiting for human input at each step. Unlike generative AI, which produces content on request, agentic AI acts on objectives. You give it a goal and a budget, and it figures out the path….
AI in advertising agencies is changing how work gets done, but not always in the ways the vendor decks suggest. The shift is less about replacing creative talent and more about removing the low-value labour that surrounds it: briefing admin, asset versioning, performance reporting, audience segmentation, copy iteration. Agencies that understand this distinction are moving…
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