Jobs to Be Done theory holds that customers don’t buy products, they hire them to do a job. The job is rarely about the product itself. It’s about the progress a person is trying to make in a specific situation, and your product either helps them make that progress or it doesn’t. That reframe sounds…
Glossier advertising works because it was designed to look like it wasn’t advertising at all. From its earliest days, the brand built its growth on user-generated content, community participation, and a deliberate rejection of the polished, aspirational aesthetic that defined beauty marketing. The result was a go-to-market model that felt organic even when it was…
Controversial brands are companies that deliberately, or sometimes accidentally, build their market position around ideas, values, or behaviours that divide audiences. Some lose customers on purpose. Others stumble into controversy and have to decide fast whether to lean in or back down. Either way, the commercial logic is the same: a brand that stands for…
The biggest market demands in 2025 are not emerging from a single trend. They are converging from several directions at once: AI adoption pressures, consumer trust deficits, cost-conscious buyers, and a structural shift in how growth actually happens. Brands that read these signals clearly will build go-to-market strategies that compound. Brands that chase surface-level trends…
American Express advertising has spent decades doing something most financial services brands cannot manage: making a credit card feel like a membership to something worth having. The campaigns are not about cashback rates or credit limits. They are about who you are, or more precisely, who you become when you carry the card. That positioning…
A brand essence is the single, distilled idea at the core of a brand, the thought that everything else should be consistent with. It is not a tagline, not a mission statement, and not a list of values. It is one idea, usually expressed in two to five words, that captures what a brand fundamentally…
Brand health metrics give you a structured way to measure how your brand is perceived, recalled, and preferred over time. The benchmarks matter less than the direction of travel and the gap between where you are and where your competitors sit. Most marketers track brand health metrics badly, not because they lack the tools, but…
Influencer marketing challenges are rarely what brands expect them to be. Most teams walk in worried about fake followers and walk out having lost budget, brand equity, or both, for reasons that had nothing to do with bots. The real challenges are structural: misaligned incentives, weak measurement, and a category that has industrialised faster than…
Brand health and brand equity are not the same thing, and treating them as interchangeable is one of the more common mistakes I see in brand strategy conversations. Brand health measures how your brand is performing right now, tracking awareness, sentiment, consideration, and loyalty at a point in time. Brand equity is the accumulated value…
A brand visual system is the structured set of visual elements that work together to make a brand recognisable, consistent, and commercially credible across every touchpoint. It goes well beyond a logo. Typography, colour, spacing, imagery style, iconography, and layout principles all form part of it. When the system is built properly, any piece of…
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