Marketing Strategy
Strategic thinking for marketers, founders and growth teams. We cover positioning, go-to-market planning, customer behaviour, funnel design and the frameworks that turn marketing spend into revenue.
16 July 2025 · 4 min read
This Fortnite activation proves Gen Z doesn’t hate brands. They hate bad ones.
Let’s be real: Gen Z isn’t watching TV commercials. They’re skipping YouTube ads, muting TikToks, and blocking banners. This is a generation fluent in dodging marketing. So how do brands even stand a chance?
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15 July 2025 · 5 min read
The Evolution of Wiping: How Dude Wipes Is Schooling Legacy Brands One Bathroom Break At A Time
Not every breakthrough campaign starts with a million-dollar budget or a celebrity endorsement. Sometimes, it starts with tree bark in a glass case, and a perfectly timed joke about Uranus.
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14 July 2025 · 4 min read
Sun Bum’s Community Loyalty Program That Doesn’t Care How Much You Spend
Most loyalty programs are like gym memberships in January. Full of good intentions, but nobody really wants to keep up with them. Punch cards, reward points, discounts, they’ve all become background noise.
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11 July 2025 · 5 min read
Why Everyone’s Talking About Olipop’s Soda Stories
There’s something about soda that used to feel… simple. Not just the taste, but the moment it created. A cold can from your grandma’s fridge. A fizzy reward after school with friends. Soda was less about the drink and mo
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11 July 2025 · 4 min read
Sonic’s Pickle Trend Moment Was Absurd—and It Was Perfect
There’s something oddly thrilling about watching pickles rain from the sky. Not CGI. Not animation. Actual pickles. And this summer, Sonic Drive-In made it happen.
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11 July 2025 · 3 min read
How Pacsun’s Denim Days Blends Nostalgia With TikTok Magic
It’s wild how things come full circle. Not long ago, shopping malls felt like a fading relic, replaced by instant shipping and endless online carts. But now, Gen Z is bringing those very malls back to life, right where m
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10 July 2025 · 4 min read
Why User-Generated Content Is The Future And Powerade Just Proved It
Let’s talk about Powerade, but not in the usual way. Forget sidelines and athletes chugging electrolytes during timeouts. This time, Powerade showed up not on the court but deep in the world of TikTok, dancing straight i
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10 July 2025 · 4 min read
Why Snap Map Activation Could Be Your Brand’s Next Big Move
Back-to-school season is always a race. Not just for students hunting fresh fits, but for brands fighting to be the first thing on their minds—and in their shopping bags.
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9 July 2025 · 4 min read
The future of ad measurement just grew up
There was a time when one name ruled TV measurement. If you wanted to price, plan, or prove anything in the world of television advertising, you turned to the same place.
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8 July 2025 · 4 min read
KFC’s “Comeback Era” proves how brands can grow through bold, honest rebranding
KFC has been around for what feels like forever. Everyone knows the red bucket, the 11 herbs and spices, and the smiling face of Colonel Sanders.
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8 July 2025 · 4 min read
Why An Emotional Connection With Singing Backpacks Made Gen Z Care About JanSport
For a long time, JanSport was the brand equivalent of your childhood lunchbox: practical, reliable, and very easy to forget. Sure, it had a legacy; most Millennials probably owned one.
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7 July 2025 · 4 min read
Keep It Original: Why Ben’s Original Is Winning With Realness
Back in 2020, Uncle Ben’s became Ben’s Original. It was more than a name change, it was a reset. The rebrand wasn’t just about optics or cleaning up outdated branding.
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