The costs associated with developing B2B products and acquiring customers are substantial. In fact, they are often significantly higher than the first year’s revenue produced by selling the product. But…
In a small town, a young woman named Maya used to spend her weekends browsing the mall, picking up whatever was trendy and affordable. Like many of her friends, she…
Apple is finally riding the AI wave with the release of Apple Intelligence in iOS 18.1 Beta, iPadOS 18.1 Beta, and macOS Sequoia 15.1 Beta, albeit with a big asterisk…
The distinction between branding and performance marketing has become increasingly blurred in today's evolving marketing landscape. Traditionally, these two disciplines were considered distinct, with branding seen as a creative endeavour…
The creator economy has undoubtedly been one of the most impactful phenomena centred on rationalising modernist ambitions. While the phenomenon relies on Creators, Followers, and Tools aiming to funnel loyalty…
In the fast-evolving world of consumer behaviour, one question that often surfaces is whether people choose expensive brands merely to show off. With over eighteen years in the industry, mostly…
Taking the message to the target group is getting more challenging than ever before. There are many reasons: competition is getting fiercer, customer expectations are reaching new heights, and people…
Brands Are Back—And They’re Driving Growth. Both the nature of the conversation and the mix of attendees gathered on the Croisette highlighted a shift back to brands this year. The…
I wrote this piece while preparing for a brand strategy planning session for a growing consumer product brand. From what I've seen, this ongoing dilemma among entrepreneurs and marketers is…
In the summer of 1994, a job posting for software engineers was made on Usenet, an early forerunner of Internet forums. The firm in question intended to "pioneer commerce on…
In many organisations, restructuring is an unexpectedly common event, often occurring as a semi-annual effort to manage expenses. Following the COVID-19 pandemic, this feels like coordinated action as most companies…
How would you feel as a customer if you could find the product you need without much research? How would you like it if a brand you know reached out…
Branding is the last thing that comes to mind when the world is falling apart, gradually. But unbeknownst to mankind, branding, in times when social movements are reshaping the ways…
How do we define branding? According to the Oxford Dictionary, branding is the activity of giving a particular name and image to goods and services so that people will be…
These days, the term "boycott" is being applied to various issues and situations. But what about brand boycotts? I think the ever-changing world of consumer activism and corporate accountability has…