System 1 ad testing measures how quickly and instinctively people respond to creative, before rational thought kicks in. It works on the premise that most purchase decisions are made emotionally and automatically, and that the ads which win are the ones that land in that first fraction of a second, not the ones that make…
The 3Cs of marketing is a strategic framework that examines three interdependent forces shaping any market position: Company, Customer, and Competitor. Developed by strategist Kenichi Ohmae, it argues that sustainable competitive advantage only emerges when you understand all three, and how they interact. It is not a checklist. It is a thinking tool. Most marketers…
Place and distribution strategy defines how your product or service reaches the customer. It covers every channel, intermediary, and touchpoint between production and purchase, and it has more influence on commercial outcomes than most marketing plans acknowledge. Get it wrong and even strong creative, sharp pricing, and genuine product quality will underperform. Get it right…
A marketing plan is only useful if it connects to how a business actually grows. Most don’t. They describe activity, not direction. They list channels and budgets without explaining why those choices were made or what the business needs to be true for any of it to work. Preparing a marketing plan well means working…
A marketing plan moves through three major phases: discovery and diagnosis, strategy and planning, and execution and optimisation. Each phase has a distinct purpose, and skipping or rushing any one of them is how plans fall apart before they reach market. Most marketing teams spend too much time in the middle phase and not enough…
Under Armour’s target customers are performance-focused athletes and fitness enthusiasts, primarily aged 18 to 35, who prioritise function over fashion and want gear that keeps up with serious training. The brand built its identity around that specific person, and for a long time, it worked extraordinarily well. What makes Under Armour’s customer strategy interesting is…
Debranding is the deliberate reduction or removal of prominent brand identifiers, typically a logo, name, or visual system, in favour of a simpler, quieter, or more anonymous presence. It is not a crisis response or a cost-cutting measure. When done well, it is a calculated positioning decision made by brands confident enough in their equity…
Marketing efficiency and marketing effectiveness are not the same thing, and confusing them is one of the most expensive mistakes a business can make. Efficiency is about doing things with less waste: lower cost per click, better conversion rates, tighter operations. Effectiveness is about whether your marketing is actually driving business growth, reaching new audiences,…
The Zoopla rebrand is one of the more interesting positioning moves in the UK property market in recent years. Not because it is radical, but because it is deliberate. Zoopla has shifted its brand identity away from being a listings aggregator and toward something that feels more like a trusted guide through one of life’s…
Jaguar’s 2024 rebrand is one of the most debated brand decisions in recent memory, and not in a way that suggests it went well. The company abandoned a century of equity in pursuit of a positioning so abstract it left most observers, including loyal customers, genuinely confused about what Jaguar now stands for. Whether it…
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