FORWARD THINKING
Jaguar Isn’t Selling Cars Anymore (And That’s Genius)
Everyone got Jaguar's rebrand wrong. The controversial campaign wasn't brand suicide—it was strategic brilliance. Here's why it's working....
Stop Making Business Decisions
In times of pressure, it’s easy to default to what’s measurable—efficiency, cost, ROI. But great brands aren’t built that way. This piece explores why choosing brand-first thinking leads to deeper...
Part 2. Research for Distinction
In Part 1: Researched to Average, I outlined how our obsession with research is averaging everything to death. But the solution isn't to abandon data, it's to use it strategically....
Part 1: Researched to Average
Researched To Average. How Our Data Obsession is Optimising Everything to Nothing, and the cost is huge. When every brand looks the same, every brand becomes interchangeable....
How Nike Lost by Retreating From the Real World
Nike didn’t just lose market share—they gave it away. A sharp look at how retreating from visibility undermined brand power, and what it means for every modern marketer....
Apple’s Empire Was Built on Brand Decisions. Is It Still?
Every great company faces a fork in the road: Optimise the business you’ve built—or stay true to the brand that built it. The business lens says: squeeze more revenue, ship...
The Sobriety Paradox: Chasing Gains, Losing Magic?
Sobriety offers benefits, but are we discarding aspects of human connection & creativity? Explore the 'Sobriety Paradox' & a nuanced future for alcohol....
Entering 2025 with Fresh Perspectives
Discover the top consumer trends for 2025. Explore opportunities in e-commerce, health-conscious consumption, sustainable products and more to drive brand growth....
Navigating Disruption with Creativity
Discover how creativity transforms challenges into opportunities. As 2024 ends, we reflect on disruption as a catalyst for growth and look ahead to embracing change with innovative thinking in 2025....
