My Daily Emails

The best brand collabs don’t have to feature the hero. Sometimes they feature the customer. My family has really gotten into the latest Spider-Man movie series starring Tom Holland. Like many fans, we’ve

Consumers don’t always need a better product. Maybe they just need a reason to take notice. There used to be a Marks & Spencer store near where I live. Loved that store,

Dynamic pricing may maximize revenue, but customers decide whether the experience still feels fair. I’m okay paying more for a thing that’s actually worth more. But I DO mind paying

Great positioning captures the change in a customer’s life, not the sophistication of the technology. One of the most admired product positioning lines ever written came from Steve Jobs during the launch

Google’s latest update closes one of the biggest measurement gaps in social media marketing. Only a week ago, I wrote about a growing problem. Brands are pouring millions into social

The best product ideas can begin with paying attention to one key insight rather than to a market report. We’ve seen a lotta celebrity product launches lately. Most are really

Apple’s latest leak likely won’t hurt iPhone sales. It does reveal something powerful about how desire gets built. A hacker recently breached Tata Electronics, exposing piles of confidential files tied to

Subscriptions are wildly profitable for businesses. But many buyers are questioning the tradeoff. Companies just LOVE subscriptions. Why wouldn’t they? Predictable recurring revenue, better forecasting, higher lifetime value. Fewer feast-or-famine

What’s inside may count, but what buyers value depends more on what their peers see. Why will someone happily drop $12K upgrading wheels, trim, and paint on a brand new

Jarlsberg’s “protein” relaunch looks sneaky to some folks, but it raises a good question: when buyer priorities change, shouldn’t your product story do the same? A social post about Jarlsberg got me

Expectation shapes experience way more than most of us realize. Why will someone spend $200 on face serum… … then buy the cheapest painkiller on the shelf? That question has

Many of us claim to be practical shoppers. Then we happily pay thousands more for something nobody has ever touched. Confession time. I talk a lot about being pragmatic, but

The next battleground for product visibility is a conversation instead of a search result. Let’s say you spent $2.3 million on influencers this year. So, your product showed up in

Slate’s radically stripped-down EV truck is one of the most interesting vehicle launches in years, because it challenges every assumption about what North American truck buyers supposedly want. I guess

Columbia’s Cannes-winning anti-flat-earth campaign shows how brands can strengthen loyalty by creating shared signals that attract insiders and repel … almost nobody. Not far from where I live, along a

The biggest challenge for AI glasses has little to do with technology and everything to do with TRUST. Meta is pushing hard on AI glasses. Last week’s releases include upgraded Ray-Ban Meta smart

Apple’s latest campaign suggests great brands don’t always protect consistency by repeating themselves. For decades, Apple has built one of the most disciplined brands in the world: Minimalist…Polished…Controlled…And always highly intentional. You

GLP-1 drugs are marketed as healthcare, but their impact is creating a consumer-demand shock across fast food, snacks, alcohol, grocery, apparel … and beyond. I can barely watch a sporting

The things that ease our conscience can open our wallet. But what if those are at odds? Have you noticed that the companies talking most about sustainability also seem really

Heinz built a global campaign around a simple visual truth most people never noticed, reinforcing something powerful: category leaders often win by owning the ritual. In my hometown, there’s a

The strongest brands become mental shortcuts. Your brain fills in the blanks. In Argentina and Brazil, Coca-Cola recently launched a clever campaign in football stadiums where red is effectively forbidden. That’s a

IKEA’s World Cup campaign turns national flags into shoppable product collections, showing how smart merchandising can transform cultural pride into participation. I have a love-hate relationship with IKEA. I curse the

Dior transformed one of the world’s most beloved children’s books into luxury fashion, proving nostalgia becomes remarkably powerful when paired with elite positioning. My wife and I read Eric Carle’s

Few campaigns have changed a brand’s image as completely as Old Spice Man. When I was a kid, Old Spice was literally Grandpa cologne. I can still picture the red bottle on

The feeling of ownership often begins way before ownership itself. The new Ferrari Luce has gotta be the most criticized car in the world right now. That’s impressive considering nobody has driven

The smartest brand collaborations remind us fondly of somebody we used to be. There are certain products that stay with us for life. For many people, LEGO is one of them. Crayola

The best sports marketing puts the product in the middle of the ritual. You might know what beer goggles are. Usually they kick in after a few drinks and make

One of the greatest ads in history succeeded by calling out the status quo. In 1959, Volkswagen ran what would become one of the most celebrated advertisements ever created. You’ve probably seen

KFC goes all-in on the brand asset customers fondly remember carrying home. When I was a kid, my family and I devoured bucket after bucket of KFC. We didn’t eat much

Window packaging does something more than show the product. It adds a sense of ownership before purchase. A new marketing study found that consumers consistently preferred products in transparent packaging

Often a product fails because the market isn’t into it. And sometimes because the timing is wrong. Few product failures have achieved the legendary status of Google Glass. It belongs in

Your brain decides where a product ranks before you even look at it. Over the past year, the trade war turned grocery shopping into something a little … different. A

Customers don’t build loyalty around free stuff nearly as much as brands THINK they do. Most loyalty programs still operate like corporate junk drawers. Collect enough points and eventually you

Connecting comes from understanding who your customers actually are IRL, rather than who they dream of being for thirty seconds. If you’ve never shopped at Aldi, it’s one of Europe’s most

The strongest brand rivalries turn products into exciting cultural stories. A fascinating new marketing study proves something many of us see instinctively: consumers pay far more attention when brands publicly

A crafty marketing move is making people briefly say: “Wait… what???” Heinz and Heineken just launched one of the strangest li’l brand collaborations I’ve seen in … maybe ever. A six-pack of Heineken

What if the market changes faster than the customer you built your whole business around? As a Canadian, I remember feeling really proud of BlackBerry. Back when it was called Research In

Reddit may be the most powerful ad platform Shopify merchants ignore. That may be about to change. Last week Reddit rolled out its Shopify integration worldwide, making it much easier

Repetition, rhythm, and annoyingness can encode messages far deeper than we expect. Yesterday a commercial from 1979 popped into in my head. Not a tagline or fragment, but the full

Research shows social media outrage is more about posturing than purchasing. Every week, the internet declares a brand dead. The new Ferrari Luce? Ruined! The Jaguar rebrand … Catastrophic. The McDonald’s CEO taking a minuscule

Some products’ job is to make the entire business work better. I keep seeing posts claiming Costco loses $40-plus million dollars a year on its famous $4.99 rotisserie chickens. ($7.99 if you

The strongest marketing can make invisible problems feel emotionally real. Yesterday Apple launched a new privacy campaign called “Clingers,” and it’s a perfect example of how great brands simplify abstract

The day of the week you ask for reviews influences who responds and what kind of feedback you get. Ever heard of the Weekend Effect? It’s actually a thing. A

Studies show most people think they’re using AI responsibly while everyone else is outsourcing the real work. I read a research paper on the weekend about how people judge AI

The fastest way into a market is to redesign the habit around the product. (If you’ve got the wallet.) Coca-Cola just launched “Coke Sticks” in Southeast Asia: food-grade stainless steel chopsticks

New research shows that when online carts trigger guilt, customers never reach checkout. A new Journal of Consumer Research study looked at why people abandon online shopping carts, and the finding is

Packaging redesigns often reveal a deep question: what are customers REALLY attached to? I’ve been buying Bob’s Red Mill products for decades. And honestly, the old packaging had some issues. The bags

The best sponsorships manage to give us rituals we don’t want to miss out on. With the FIFA World Cup kicking off in just over a week, there’s a different

The smartest brand extensions can be the ones nobody saw coming. Could be a ”me” thing, but when I think of McDonald’s, I don’t immediately visualize elite athletic performance. That’s exactly

The strongest products create behaviors people fondly remember decades later. I have vivid memories of slapping the side of a glass Heinz ketchup bottle at the dinner table. Cool kids knew the