For as long as I’ve been in marketing, I’ve heard the same warning: media is fragmenting. Every new platform, app, and device supposedly splits audience attention into smaller and smaller pieces. But when I look at the data and at real human behavior, I see something...
It’s a question I’ve been asking myself for decades. Not just about projects or clients, but about learning itself. For most of my working life, I’ve been on a quest to understand what truly makes the work better. That journey led me deep into the worlds of...
There’s a theory worth exploring: each social group online, whether political, cultural, or professional, feeds itself through algorithms that mirror its beliefs. Within these bubbles, the way to gain more social acceptance is to go louder, bolder, and often, more extreme. “Fake” sells because it’s...
Most marketing teams post and hope. The top brands post with a system. That’s the real difference between random visibility and reliable revenue. Content isn’t a lottery where you buy tickets (posts) and hope one goes viral. It’s a funnel, a structured process designed to move people from...
In a marketplace overflowing with channels, algorithms, and endless digital noise, it’s tempting for executives to chase the newest shiny platform. But the data tells a different story. When it comes to driving overall marketing performance, no medium multiplies impact like television. A Kantar study revealed...
How do you tackle an impossible brief? With culture. Let me explain with a story I love. In the late 1950s, Britain faced a fuel crisis. Petrol was rationed, and the public abandoned big cars for smaller ones. Leonard Lord, head of the British Motor Corporation, gave his team...
Most marketers think of advertising only in terms of awareness or short-term sales. But one of the most overlooked and most powerful outcomes of advertising is pricing power. A fascinating study called Advertising’s Long-Term Impact on Brand Price Elasticity Across Brands and Categories by Berk Ataman,...
From cave paintings to TikTok, storytelling has always been the way humans make sense of the world. Stories are how we connect, remember, and decide what matters. In today’s disruption era—marked by rapid technological change, economic volatility, and shifting consumer expectations—storytelling isn’t a creative luxury....
People often confuse insights with strategies, but they’re not the same thing. Knowing the difference is what separates breakthrough thinking from wasted effort. An insight is a revelation. It’s the “aha” moment that makes you look at the problem in a new way. Think of it...
Here’s an uncomfortable truth I’ve seen too many established brands overlook: bidding on branded keywords might be a waste of money. Back in 2012, eBay ran a fascinating experiment with economists Tom Blake, Chris Nosko, and Steve Tadelis. They shut off paid search ads in certain...