All Marketing knowledge

Bupa Global's marketing was, in its own leader's words, 'not strategic' in early 2023. Three years later it has an 84% uplift and an industry award. The method is worth stealing.

After three decades on the touchline, McDonald's is ending its FIFA World Cup sponsorship — a decision that says more about the future of mega-sponsorship than it does about football.

A 600-store heritage house that reaches one in four French women, Yves Rocher has launched a 'right to wellbeing' campaign with McCann Paris — part of a 2026 reinvention aimed at 25-to-35s.

Heineken has borrowed the one idea streaming services perfected — the subscription — and pointed it at a very old problem: getting people back into the pub.

Bupa Global grew sales and leads 84% since 2023 by sequencing its turnaround — credibility first, investment second, global brand last. Here is the playbook.

Past 50 million monthly users, Strava is reaching for walkers, strength-trainers and Gen Z without alienating its hardcore base — a masterclass in widening a brand without diluting it.

Appliance brand Beko says the way to make AI useful in marketing is to begin with the problems it can actually solve - not the technology.

Procter & Gamble is keeping marketing spend flat and chasing category growth over share gains - a strategic signal worth reading for any marketer.

Sainsbury's has set out a 'bold' festive plan built around value and quality credentials - a telling choice in a nervous, price-sensitive Christmas.

The Perfume Shop's first festive film under its 'Power of Perfume' platform makes grief, memory and a dwindling bottle the centre of its Christmas story.

TL;DR: Typography carries tone, builds recognition and shapes legibility on every word a brand publishes — yet most businesses treat it as an afterthought behind logo and colour. A distinctive, well-chosen typeface is one of the most-used and most-underrated brand assets you own. Type speaks before words do Before anyone reads what you've written, your typeface has already set a tone — formal or friendly, modern or classic, premium or value. That impression colours how the me

TL;DR: A rebrand can reposition a business for its next chapter — or throw away hard-won recognition for the sake of a fresh logo. The test is whether the problem you're solving is strategic (what the brand means) or merely cosmetic (how it looks). Good reasons to rebrand Some rebrands are genuinely necessary. The business has fundamentally changed what it does; a merger needs a unified identity; the brand carries real reputational baggage; or the current identity actively ho

TL;DR: A brand or product name is the most repeated and hardest-to-change asset you'll create, so the goal isn't a clever name — it's a distinctive, memorable, legally ownable one that still fits when your business grows beyond today's product. The types of names Names broadly fall into a few camps. Descriptive names say what you do (easy to understand, hard to own and easy to copy). Suggestive names hint at a benefit or feeling. Abstract or invented names mean nothing at fir

TL;DR: Price is a message as much as a number: how you present it changes what people buy. Behavioural techniques like anchoring, charm pricing and good-better-best tiers can lift sales without changing the product — and pricing is often a business's single biggest untapped lever. Price is perception People rarely judge a price in isolation; they judge it against a reference point. That's why the same product can feel expensive or cheap depending entirely on what it's shown n

TL;DR: Packaging is the one piece of media every buyer sees at the exact moment of decision, yet most brands treat it as a container rather than an ad — strong packaging drives standout, communicates value instantly and often sells more than paid media. The most-seen ad you own Every other channel competes for attention; packaging has it guaranteed. At the shelf — physical or digital — your pack is the final argument before a purchase, seen by one hundred percent of buyers at

TL;DR: Winning a new customer is widely estimated to cost several times more than keeping an existing one, yet most marketing budgets pour into acquisition and neglect retention — rebalancing even slightly toward loyalty is often the cheapest growth a business can buy. The uncomfortable economics A long-standing rule of thumb holds that acquiring a new customer costs roughly five times as much as retaining one. The exact multiple varies by business, but the direction never do

TL;DR: Colour psychology is real but widely oversold: colour strongly affects how a brand is perceived, but the effect depends on context and expectation, not fixed meanings — what matters most is whether a colour fits the brand and stands apart from rivals. The myth of fixed meanings The internet is full of charts claiming red means excitement and green means calm. The research is far messier. A colour's effect depends on culture, context and what the audience already expect

TL;DR: Nostalgia marketing works because fond memories trigger positive emotion and a sense of comfort, lowering buyers' guard — but it only lands when the memory is genuinely shared by your audience and the brand earns the right to borrow it. The psychology of looking back Nostalgia is a potent emotional state: it makes people feel warmer, more connected and more optimistic. For marketers, that matters because emotion, not information, drives most brand choice — and few emot

TL;DR: Experiential marketing — creating a real-world experience customers take part in — builds memory and word of mouth far more cheaply than most businesses assume, as long as you design the moment to be shared, not just attended. Why experiences stick People forget ads but remember experiences. A moment someone takes part in — touches, tastes, plays with — lays down stronger memories than anything they passively watch, which is why experiential consistently punches above

TL;DR: Guerrilla marketing swaps budget for imagination — using surprise, wit and clever placement to earn attention a media buy could never afford, as long as the idea is genuinely shareable and on-brand. The core trade: money for ideas Guerrilla marketing is built on a simple exchange: when you can't pay for reach, you earn it by being too interesting to ignore. A single well-placed, surprising idea can generate more conversation than a modest ad budget ever would. That's w