Brand scaling is the process of expanding a brand’s reach, recognition, and commercial impact without losing the coherence that made it worth scaling in the first place. It is not simply growing your ad budget or opening new markets. It is the discipline of making a brand work harder, across more contexts, without it falling…
November 2025 brought a steady stream of rebrands, some deliberate and well-executed, others that raised more questions than they answered. Across sectors from financial services to consumer tech, brands made public commitments to new identities, new names, and in some cases, entirely new positioning strategies. Not all of them will stick. This monthly roundup covers…
The Jobs to Be Done framework is a way of understanding why customers buy things. Instead of segmenting by demographics or behaviour, it asks a more useful question: what problem is the customer trying to solve, and what are they hiring your product or service to do? That shift in framing changes how you position…
Leadership insights from brands are rarely framed as leadership insights. They show up as positioning decisions, tone choices, or crisis responses, and only in retrospect does it become clear that the brand was expressing something about how the organisation behind it actually operates. The brands that hold up over time tend to reflect the same…
Olympics marketing strategy is the art of connecting a brand to one of the world’s most watched events without getting lost in the noise or, worse, paying a significant premium to reach an audience that was never going to buy from you. Done well, it creates genuine brand momentum. Done poorly, it is an expensive…
Greenwashing advertising is when a brand makes environmental claims in its marketing that are misleading, unsubstantiated, or deliberately vague. It ranges from outright fabrication to the more common sin of selective emphasis, where a brand highlights one genuine green credential while quietly ignoring a far larger environmental footprint. Regulators across the US, UK, and EU…
Brand management agency clients are not primarily buying creativity. They are buying confidence, specifically the confidence that someone outside their building understands their brand as well as they do, will protect it under pressure, and can make it commercially effective over time. The agencies that win and keep clients understand this distinction clearly. The ones…
Copy testing is the process of evaluating advertising creative before, during, or after a campaign to determine how well it communicates, resonates, and drives the intended response. Done properly, it reduces the risk of expensive creative decisions being made on gut feel alone, and it gives marketing teams a defensible basis for the choices they…
Differentiation strategies for new platforms entering existing markets are not about being louder than the competition. They are about being meaningfully different in a way that matters to a specific group of buyers, and then being consistent enough that the difference sticks. Most new entrants fail not because their product is weak, but because they…
Brand experience and customer experience are not the same thing, though most organisations treat them as if they are. Brand experience is the impression you create before someone buys, the promise you make and the associations you build over time. Customer experience is what happens when that promise meets reality, every interaction, every touchpoint, every…
Practical marketing intelligence
for people who think.
© 2026 The Marketing Juice