Pizza Hut’s rebranding is one of the more instructive case studies in what happens when a legacy brand tries to modernise without fully resolving the underlying commercial problem. The brand has cycled through identity shifts, logo updates, and positioning pivots over the past decade, sometimes with genuine strategic logic behind them, sometimes without. The results…
A multichannel marketing system is a coordinated approach to reaching customers across multiple touchpoints, channels, and devices, with each channel playing a defined role in moving someone from awareness to purchase. Done well, it compounds. Done poorly, it is just expensive noise running in parallel. Most businesses have multichannel activity. Far fewer have a multichannel…
The 2024 advertising and marketing landscape arrived with the usual chorus of predictions, most of which were recycled from the year before with a fresh coat of AI paint. What actually shifted was more nuanced, more commercially consequential, and in some cases the opposite of what the industry expected. If you are trying to plan…
Generation Z brands are not a category defined by age demographics alone. They are defined by a set of commercial and cultural conditions that reward transparency, specificity, and genuine community over broadcast messaging. The brands winning with Gen Z audiences have figured out that this cohort does not respond to traditional brand theatre in the…
A referral partnership is a formal arrangement where one business introduces its customers or contacts to another in exchange for a reward, a reciprocal arrangement, or simply because the fit is obvious enough to make the introduction worthwhile. Done well, it is one of the most capital-efficient acquisition channels available. Done carelessly, it produces a…
Referral marketing campaigns work best when they are designed around a specific customer behaviour, not a generic loyalty mechanic. The difference between a referral campaign that generates compounding acquisition and one that flatlines after launch is almost always structural, not creative. Most brands treat referral as a set-and-forget programme. They install the widget, write the…
Content industry consolidation is reshaping who controls distribution, who captures margin, and which marketing strategies still make commercial sense. As platforms merge, agencies fold into holding groups, and media owners absorb content studios, the competitive landscape for brands and marketers is contracting in ways that most go-to-market plans have not yet accounted for. The short…
Measuring the impact of a mobile app on brand health means connecting app behaviour data to brand perception metrics in a way that holds up commercially, not just analytically. Most teams don’t do this. They track downloads, sessions, and retention, then report brand health separately through tracking surveys, and never ask whether one is moving…
Ads with celebrities can accelerate brand growth or quietly drain a media budget, depending almost entirely on whether the partnership is built on commercial logic or vanity. The celebrity is not the strategy. They are a distribution mechanism for a strategy that either exists or doesn’t. I’ve seen this from both sides. Early in my…
Referral business is what happens when the rest of your marketing is working. It is not a channel you switch on. It is a byproduct of delivering something worth talking about, to people who know others worth talking to. Most companies treat referrals as a growth tactic. The ones that grow consistently treat them as…
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