All Marketing knowledge

Toblerone's new Diamond Truffles with Lotus Biscoff earned a 5.8-star System1 innovation score — the top 5% of 60,000 ideas tested — and its launch ad hit 5.6 stars. A masterclass in 'Fluent Innovation'.

New Brand Champions research finds 52% of community pharmacies don't know where to begin with local marketing — a bigger obstacle than time or money, just as independent prescribing is about to expand their role.

In an industry that spends fortunes on athletes and ad campaigns, Veja spends almost nothing — and became a cult global sneaker brand anyway. Its 'no ads' model is a provocation every marketer should sit with.

German consumers trust advertisers and influencers less than politicians, and most still don't trust AI even as marketers pour money into it. In a low-trust market, trust itself becomes the growth strategy.

After a decade of near-unbroken expansion, the great French maisons are facing slower growth. The way they market — more storytelling, more craft, less logo volume — is shifting in response, with lessons for brands far below the luxury tier.

McVitie's, Hovis and Guinness are all leaning hard into Britishness. In an anxious, fragmented market it's a smart play — but national-identity branding is a tightrope, and plenty fall off it.

No CMO sits on a single FTSE 100 board, and three in four UK business leaders think marketers overstate their impact. That credibility gap is quietly costing British brands their long-term growth — and it is fixable.

Non-alcoholic beer sales are surging and about half of US adults are moderating. What began as a Dry January novelty is now a structural shift that every drinks — and hospitality — brand has to market around.

In a few short months, Lowe's, Target, Kohl's and Hilton have all redrawn the top marketing job. The 'Chief Marketing Officer' is being absorbed into something broader — and marketers should plan for it now.

Attack ads, side-by-side price claims, cheeky call-outs — comparative advertising is one of marketing's sharpest tools and one of its most dangerous. Here's the framework for using it well.

From reselling vintage on eBay to a profitable, B-Corp certified fashion house courted by the Bettencourt family's investment arm, Sézane is the DTC fashion story Europe keeps trying to copy.

Deutsche Bahn's new brand identity, built around railway sleepers and 'the makers', is rolling out across the country. Early research suggests young Germans like the design more than they trust the trains.

Surreal sells high-protein, zero-sugar cereal. What it's really famous for is billboards that troll celebrities, rivals and the entire ad industry — on a shoestring.

You don't need a PR agency to get your small business noticed — you need a genuine story, the right journalists, and a reason for them to care this week. A practical playbook.

Snag turned one woman's frustration that tights never fit into a fast-growing DTC brand — built entirely on serving the customers the hosiery industry had ignored.

TRIP survived a regulatory gut-punch to its CBD business, pivoted to functional drinks, and turned an 'equity-for-advocacy' model into one of the fastest-growing names on the shelf.

From Bill Murray busting ghosts for an EV maker to Kim Kardashian plugging burritos, 2026 became the year brands re-hired the A-list. There's a strategy behind the star power.

Dentsu's new global CMO report captures the moment marketers stopped expecting AI to save them money — and started spending the time it frees up on things machines can't fake.

Own-label is now around half of UK grocery spend, and shoppers increasingly rate it on a par with brands. The question for brand owners is no longer price — it's whether the premium still buys anything.

Tony's Chocolonely turned an uncomfortable truth about cocoa into one of the world's fastest-growing chocolate brands, passing 240 million euros in 2025 — proof a mission can be a growth engine.