Theodore Levitt famously wrote of how railroad companies lost out by seeng themselves in the railroad business, not the travel business. More than 65 years after Levitt’s Marketing Myopia article was published, such shortsightedness still exists. Royal Mail is a good example.
McDonald’s famous cross-sell of “Would you like fries with that?” adds an estimated 15–40% to the company’s annual revenue. It’s a well-known and proven strategy – but one that others seem to struggle with.
GivEnergy's recent move to monetise what was previously free within their app provides an important lesson: seeking revenue by blindly jumping on the subscription-model bandwagon could cost you more than you make.
5-star reviews systems skew the views of the people leaving reviews and of the people relying on them to make informed decisions.
What can a newbie triathlete teach us about solving big problems? And what does my mate Jon have in common with the Russian space programme?!
My LinkedIn feed has been awash with lists of the great branding and marketing books people read in 2025, but here's one that seems to have passed everyone else by: ‘The Smartest Giant in Town’ by Julia Donaldson and Axel Scheffler.
Unrolling some Christmas wrapping paper, I found a wonderfully handy grid on the back that makes measuring and cutting it a snip. Inspired, I penned a poem that celebrates this simple new idea and imagines how it came about.
Currys’ TV ads talk about savings in full pounds but fragment prices into digits. Does this verbal pricing breach UK broadcast advertising rules?
Throw someone a tennis ball and they’ll hit it. But throw someone ten and they’ll miss them all. The same applies with communication – and that can be a fatal problem.
What happens when a company shatters the convention of grid-based chocolate bars by introducing irregular chunks?!
