How can challenger brands can steal market share from industry giants?
Table of Contents 1. Leverage Your Agility to Stay Customer-Centric 🔄 2. Find and Exploit Market Gaps 🔍 3. Position Against the Market Leader ⚔️ 4. Focus on Targeted Ethnography, Not Big Data 🎯 5. Develop Smart Pricing Strategies 💰 6. Be Strategic, Not Reactive 🧠...
Biggest product launch mistakes, and how to fix them
Launching a new product is a monumental moment for any brand. It’s the culmination of months, or even years, of hard work, creativity, and investment. Yet, despite the excitement and preparation, many product launches fail to make an impact. Why? Because brands...
Is there a ‘right’ way to balance brand and performance marketing?
Table of Contents The Brand vs. Performance Debate When to Switch on Brand Marketing? Insights from Binet and Field: The Long and Short of It Communicating the Need for Brand Investment Proving It Works Is Brand the Only Solution? Final Thoughts The Brand vs....
10 Examples of Brands Nailing Brand Distinctiveness
Table of Contents Introduction: What is Brand Distinctiveness? 1. McDonald's: The Golden Arches 2. Spotify: Year in Wrapped 3. Apple: Minimalist Design Language 4. Mastercard: The Sonic Brand 5. John Lewis: Christmas Advertisements 6. Innocent Drinks:...
What’s the best way to prove marketing’s impact to sceptical CEOs?
Table of Contents 1. Speak Their Language: Revenue & ROI 2. Build a Clear Attribution Model 3. Focus on Leading Indicators 4. Demonstrate Competitive Advantage 5. Connect Marketing to Customer Lifetime Value 6. Present Experiments and Controls 7. Make Marketing...
Is brand awareness overrated? What matters most?
Table of Contents The Case for Brand Awareness The Problem with Pure Awareness What Actually Drives Business Growth? 1. Brand Relevance 2. Problem-Solution Fit Case Study: Airbnb’s Brand Investment Strategy The Role of Sophisticated Mass Marketing The New Brand...
What’s the biggest mistake brands make when trying to differentiate themselves?
Table of Contents The Mistake: Focusing on Features Instead of Meaningful Value The Differentiation Trap The Evidence When Feature-Focused Differentiation Fails What Actually Works? How to Differentiate Meaningfully Conclusion Key Sources: Every brand wants to...
Six of The Best Marketing Events in the UK – 2025
Navigating the multitude of events can be overwhelming for UK-based marketing professionals seeking valuable industry insights. To streamline your choices, we’ve carefully curated a list of six essential marketing events in the UK, each offering unique...
How to get ghosted less – Stephen Kenwright
Table of Contents What to do before a customer ever calls you What to do when a customer calls you for the first time What to do when we’re following up on the initial conversation What to do BEFORE you pitch What you should do when you create your proposal or...
What is the future of marketing? Interview with Mark Barry, MD of Hubspot EMEA
A few years ago we added webinars to the way we help folks learn about marketing things – and it’s been just wonderful.That showed us a lesson in trying to do new things in service of the wider goal of helping marketers learn and meet meaningfully.So we...
If fear is the “granddaddy of emotions” in B2B, what are those words doing on your homepage?
In her recent interview on The Knowledge Project podcast, positioning expert April Dunford named fear as the “granddaddy of emotions” in B2B. Her interview made me think about what B2B can learn from consumer psychology, more commonly applied to B2C. And because...
Case study: How Mr Beast positioned Feastables against Hershey’s
Table of Contents 🌎 Context – Feastable launches: 🍫 The original application of 'picking your enemy': 💥 The new application and results: 🎓 What can we learn? Jimmy Donaldson (Mr Beast – the world’s largest YouTuber) is playing an...