Consumer behavior

Shake-up in the African soft drinks market as Coca-Cola HBC’s $3.4 bn takeover marks strategic pivot

In a decisive move that signals both consolidation and ambition in the African beverages...

Wales International School celebrates exceptional achievement at the 2025 FAME Quiz Competition

There are moments that define a school, these are   moments when hard work, discipline,...

Trends vs. truth: why insight still wins over viral FOMO

As of this week, there is a new TikTok trend, meme, or “must-do” social stunt...

Credibility is currency: how brands win in sensitive categories

Attention, clicks, and a smart campaign in most sectors may drive revenue. However,...

Why marketing defines who wins and who disappears

When people discuss successful firms, they frequently refer to innovation, leadership,...

The underrated skill every modern marketer needs: cultural listening

 Amid the rush around AI dashboards, performance analytics, and precise targeting,...

Why tomorrow’s strongest brands will be belief systems, not businesses

The End of Shallow Branding As the world becomes increasingly cluttered with ads,...

Decoding digital consumers: the four layers of behaviour every marketer must master

The internet has changed the way people think, feel, and buy things. Once upon a...

Why most marketers can’t prove the link between brand and pricing power

For years, advocates of strong brands have argued that they make businesses more...

How marketing builds the pricing power that fuels profits

Growth without profit is no longer praised in the modern economy. Boards, investors,...