Consumer behavior

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,...

How junk food marketing is hijacking youth online

 In Nigeria, young people are spending more time online than ever. TikTok, Instagram,...

Insight at the Edges: How African Researchers are Advancing the Continent with Research and Data

Research in Africa is undergoing a quiet revolution, and it has become a powerful...

Why lasting brands live in the heart and cart

In the era of ease, practically any brand may earn a place in our shopping basket....

Repel or attract? The polarization trap in modern branding

It often feels like the loudest businesses win in today’s marketing culture. Shock...

Guinness Boss Girish Sharma Leads Speakers at MARKETING EDGE National Marketing Stakeholders Summit

MARKETING EDGE Magazine, the award-winning marketing publication, has named Girish...

How quick commerce fuels overspending

Quick commerce has changed the way people shop. You can get groceries in 15 minutes,...

Tackling marketing’s awareness gap

Raising brand recognition might seem like an easy marketing hurdle to overcome. After...

How brands are mastering storytelling for the scroll generation

In today’s digital world, attention is a scarce and fleeting resource, especially...