The sporting goods world is running a marathon with one shoe missing. On one side, we’ve got fitness fanatics buying carbon-plated runners to sprint to their standing desks. On the other, a global population so sedentary it makes sloths look like Olympians.

Brands? You’re stuck in the middle of this glorious chaos – juggling challenger upstarts, economic whiplash, eco guilt, and consumers who want everything, instantly, for less. And more.

This blog doesn’t moan about the madness. It makes sense of it. Packed with trends, truths and tactical advice, it’s your cheat sheet for staying ahead in a market that won’t sit still (even if your customers do).

Brands love to say they “know their audience”, then shout the same message at Boomers and Gen Z like it’s one-size-fits-all. Spoiler: it’s not. Every generation carries different baggage, different triggers, and different BS filters. If your message isn’t landing, it’s probably not the idea. It’s the emotional blind spot you didn’t know you had.

Nobody cries over a brand purpose.

They cry over stories.
They click, share, and buy because they feel something.
If your brand isn’t hitting hearts, it’s just background noise.

Here’s why emotional precision beats purpose. Every. Single. Time.

Weird used to be the idea you quietly deleted. Too risky. Too silly. Too far off-brand.

But in a world where attention is limited and safe gets ignored, weird has become a smart strategy.

This blog explores why weird works – with real campaigns, sharp insights, and a cheat sheet for selling bold ideas without losing the boardroom.

Because weird isn’t a risk anymore. It’s how brands get remembered.

Adulthood was meant to be freedom. Turns out, it’s mostly bills, burnout, and being told to “grow up.”

But what if the smartest thing you can do, in a world that’s all grind and gloom - is reach for the joy you left behind?

Welcome to the rise of the kidult: part rebellion, part comfort, all very collectible.

New logo. New colours. Big press release. Zero actual change. Sound familiar?

In a world obsessed with brand makeovers, too many companies are spending millions slapping on a fresh coat of paint - only to find the walls are still crumbling underneath. This blog digs into the rebrands that made headlines but not impact, and more importantly, what separates a shiny refresh from a real brand transformation. Spoiler: it’s not the typeface.

Let’s pull back the curtain.

You’ve seen the signs – LEGO sets marked “Adults Welcome,” Funko Pops on every desk, and Comic Con queues wrapped around the block. This isn’t just nostalgia – it’s serious business.

Kidults now make up nearly a third of Europe’s toy market, with brands from Mattel to Pop Mart chasing adult fans, collectors, and cultural cred.

This piece unpacks how a niche obsession became a billion-euro engine – and why brands ignoring it risk getting left behind. Read time: Somewhere between “quick read” and “accidental deep dive.”

Europe’s marketing landscape is fast, loud, and relentless. Trends shift in a heartbeat, cultural moments explode and fade in hours, and consumers are drowning in brand messages. In this high-speed arena, playing it safe means getting ignored.

The brands that cut through the noise aren’t just keeping up - they’re stealing the spotlight. They use real-time marketing to hijack conversations, turn trends into brand moments, and prove they’re part of the culture, not just another ad in the feed. Read time: 12 mins.

Retail isn’t dying - it’s evolving fast. From AI-driven personalisation to cashierless stores and social commerce takeovers, winning brands aren’t just keeping up; they’re rewriting the rules. Sephora seamlessly blends digital with physical, while Alibaba’s Hema Supermarket is redefining frictionless shopping with checkout-free stores and 30-minute deliveries.

Consumers expect speed, personalisation, and engagement—and the smartest retailers deliver. Whether it’s AI-powered stylists, VR flagship stores, or TikTok-fuelled shopping frenzies, the future belongs to those bold enough to embrace change.

Retail is changing - are you ready to lead the charge?

In a world where dominant brands seem to have all the resources and recognition, carving out your own space requires more than just courage - it demands a deliberate strategy to stand apart and stand tall. For smaller brands ready to leave their mark, redefining the norms and creating a new narrative makes all the difference. After all, the rules aren’t unchangeable; they’re open to rethinking and reinventing. And the ones brave enough to do so are those who change the game for everyone else. Read: 7 mins.

This blog dives into Gen Z, the tech-savvy generation born between 1997 and 2012, known for shaping global trends with their digital expertise and passion for social justice and sustainability. It explores their key values like mental health advocacy, financial flexibility, and a demand for authenticity in the workplace. Brands and employers must adapt by focusing on mobile-first strategies, social commerce, influencer partnerships, and genuine social responsibility to connect with this influential generation. Read time: 23 mins.

In this blog post from Michelle Matthews, she explores one of her favourite marketing books, "The 22 Immutable Laws of Marketing" by Al Ries and Jack Trout. With over 40 years of combined experience, these renowned strategists share timeless principles that are still relevant today.
Read: 9 mins

As we stride confidently into the year, it's clear that the digital landscape is not just evolving; it's revolutionising the way we interact, work, and perceive the world around us.
Read: 20 mins

As we continue our journey through the digital landscapes of 2024, the focus shifts towards an equally crucial frontier: Customer Experience (CX). In an era marked by rapidly changing customer behaviours and heightened expectations, CX has emerged as a pivotal battleground for businesses striving to carve out a competitive edge.
Read: 5 mins

In today’s competitive business landscape, increasing revenue is paramount to achieving long-term success and growth. There are several strategic approaches that businesses can adopt to enhance their revenue streams and strengthen their market position.
Read: 9 mins

In today's competitive landscape, establishing a distinctive brand voice is imperative for standing out and connecting with your audience on a deeper level. Read: 7 mins

This post explains how to develop a strategy for creating a competitive advantage and winning faster in today’s world.
Read: 5 mins

Crafting a compelling brand story is an art that combines creativity, authenticity, and strategic thinking. A well-told brand story transforms a brand from a mere name into a memorable and engaging entity that resonates deeply with its audience.
Read: 10 mins

We know how crucial a good creative brief is. It's our secret weapon for aligning the team and delivering great work. In this blog, We will share the essentials of crafting a concise and effective creative brief that inspires and directs your team to create outstanding solutions. Read: 7 mins.

This post explains how to develop a strategy for creating a competitive advantage and winning faster in today’s world.
Read: 5 mins