Marketing titles , the job titles organisations hand out to marketing professionals , say surprisingly little about what someone actually does, what they own, or where they sit in the commercial structure. A “Head of Growth” at one company runs paid acquisition. At another, they own product, pricing, and retention. The same title, completely different…
The BrandZ Top 100 is Kantar’s annual ranking of the world’s most valuable brands, measuring brand contribution to business value rather than just revenue or market capitalisation. It is one of the most cited datasets in global brand strategy, and one of the most misread. Most marketers encounter BrandZ as a league table and stop…
Patagonia’s “Don’t Buy This Jacket” campaign, launched as a full-page ad in The New York Times on Black Friday 2011, told consumers to think twice before purchasing its own products. It was an act of apparent commercial self-sabotage that became one of the most studied brand moves in modern marketing history. And it worked, not…
Brand-focused content goes stale for one reason: teams treat it as a production problem rather than a strategic one. They publish consistently, vary the formats, refresh the visuals, and still find themselves recycling the same ideas in slightly different clothes. Keeping brand content genuinely fresh over time means building a system around your positioning, not…
Brand elasticity is the degree to which a brand can extend into new categories, audiences, or price points without losing the credibility that made it valuable in the first place. It is not a fixed property. It shifts depending on how clearly a brand is positioned, how much trust it has built, and how coherent…
Marks and Spencer’s brand perception in 2025 tells a story that most brand strategists will find instructive, not because M&S did something revolutionary, but because they did something rare: they returned to what they were actually good at and committed to it commercially. After years of identity drift, the brand has rebuilt meaningful equity in…
Volkswagen positioning is one of the most studied cases in marketing history, and for good reason. The brand spent decades doing something most marketers find genuinely difficult: saying less, promising less, and winning more. From the original “Think Small” campaign through to its modern identity struggles, Volkswagen’s story is a masterclass in what positioning actually…
Humor in marketing works because it lowers defenses, builds memory, and creates the kind of emotional association that no amount of rational messaging can manufacture. Brands that make people laugh tend to be remembered, shared, and trusted at a disproportionate rate. The problem is that most marketers treat humor as a risk rather than a…
The marketing planning process is a structured sequence of decisions that moves a team from business objectives to funded, executable activity. Done well, it connects strategy to budget to measurement before a single campaign goes live. Done poorly, it produces a document nobody reads and a plan nobody follows. Most planning failures are not failures…
Under Armour’s marketing strategy built one of the most impressive brand ascents in sports history, turning a moisture-wicking undershirt into a global athletic apparel brand worth billions. But the same strategic playbook that drove that growth has, in more recent years, exposed the limits of challenger brand thinking when the challenger becomes the establishment. What…
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