When news broke that GOV.UK had been given a brand refresh by M&C Saatchi at a reported cost of over half a million quid, many British taxpayers let out a collective "Oh FFS!"... Was this really the b...

As President Trump imposes tariffs on imports from various countries, businesses across multiple industries find themselves facing higher costs and will be faced with the conundrum of maintaining pric...

Marketers love to talk about segmentation but, too often, they get it completely wrong. One of the biggest mistakes is treating broad, arbitrary groups—like industry sectors or entire generations—as i...

Marketers love the idea of uncovering some hyper-specific, hidden insight that will unlock success. They think that great marketing strategy comes from sophisticated data models, complex algorithms, a...

Airbnb has revolutionised the hospitality industry, not by offering more luxurious accommodation or lower prices, but by positioning itself on emotional attributes and category entry points that tradi...

When it comes to global branding, few companies have mastered the art of distinctiveness quite like McDonald’s. Whether you’re craving a burger in New York, Paris, or Tokyo, you’ll recognise the brand...