Customer ethnography is the practice of observing and studying customers in their natural environment to understand how they actually think, behave, and make decisions, rather than how they say they do. It borrows methods from social anthropology and applies them to commercial problems, producing insights that surveys and analytics dashboards consistently miss. Most marketing teams…
Market share growth is the outcome of reaching people who weren’t already going to buy from you. That sounds obvious, but most marketing budgets are built around the opposite assumption: that the goal is to capture existing demand more efficiently. The result is a lot of activity that looks like growth on a dashboard but…
The PwC rebrand is one of the most commercially loaded brand decisions of the decade. When a firm with 364,000 employees and revenues north of $50 billion decides to change how it presents itself to the world, the question worth asking is not what changed visually, but what strategic problem the rebrand was actually trying…
World Cup sponsorship in a host country is one of the most commercially loaded opportunities in marketing. The tournament concentrates global attention, inflates local pride, and creates a short window where brands can reach audiences they would never otherwise access at scale. Most sponsors waste it by treating the World Cup like a bigger version…
Raja Rajamannar has been Mastercard’s Chief Marketing and Communications Officer since 2013, making him one of the longest-serving CMOs at a Fortune 500 company. In an era where the average CMO tenure hovers around four years, that kind of longevity is worth examining, not just as a career curiosity, but as a signal about how…
Samsung’s marketing strategy is built on a rare combination of scale, speed, and category breadth. The company competes across consumer electronics, semiconductors, home appliances, and displays simultaneously, which means its go-to-market approach has to do something most brand strategies cannot: hold a coherent identity across wildly different product lines, price points, and audiences without collapsing…
Hierarchy of needs marketing applies Maslow’s framework to brand strategy: before you can build loyalty, preference, or advocacy, you have to satisfy the more fundamental needs first. Get the sequencing wrong and no amount of clever messaging or media spend will hold the structure together. Most brands skip floors. They invest in emotional positioning and…
Marketing burnout is what happens when the volume of activity consistently exceeds the clarity of purpose. It is not primarily a wellness issue. It is an organisational one, and treating it as the former while ignoring the latter is one of the more expensive mistakes a marketing leader can make. The symptoms are familiar: high…
Performance branding is the discipline of building brand equity and driving measurable business outcomes at the same time, rather than treating them as separate mandates with separate budgets and separate teams. It rejects the false choice between brand and performance, and instead asks a harder question: how do you build something people actually want to…
Mark Ritson’s 14-step marketing process is one of the most complete frameworks available to practising marketers. It runs from market orientation and diagnosis through to brand strategy, communications planning, and execution, covering the full arc of what good marketing actually looks like when it’s done properly. The question worth asking is not whether the framework…
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