Your brand speaks – but does it even have a personality?
In 2015, the Japanese tea brand ‘Ito En’ was facing a challenge. Despite massive investment in advertising, the green bottles on the shelf were not selling. The message was technical: “Healthy, natural, refreshing tea.” But health, as it turned out, was not enough. Then, in a bold move, the company decided to stop selling […]
This time: Why is your pipeline lying to you.
WeWork didn’t collapse because it lacked customers. It collapsed because it confused commitments with actual cash. Their model was simple: Commit to long-term office leases, while selling short-term, flexible contracts to customers. The company discovered that the business model worked- but the cash was lagging. And that is exactly the gap no one talks about: […]
The click is just the beginning of the story…
Don’t be fooled – a high CTR (Click-Through Rate) isn’t always a win. It might look tempting, shiny, and feel like a metric that proves your creative is working… but sometimes, it’s just a sign that we knew how to spark curiosity (but not necessarily deliver value). Because in the end, a click is not […]
Students, coffee, and a green lawn: the perfect recipe for marketing that sells…
If ads are anything to go by, university life is basically one big picnic on the lawn Everyone is smiling, drinking coffee, laptops open. No one looks like they just pulled an all nighter studying statistics But that is no coincidence. Behind every “casual” scene like this, there is precise marketing thinking Those smiling faces […]