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...

Nike is a brand that has long been synonymous with winning, both in sports and in the market. However, recent performance trends have shown that even the biggest players can stumble when their distrib...