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Marketing Chronicles

"Strategic clarity in a noisy world" | A monthly dose of strategy and creativity for brands, agencies, and businesses — delivered on the second Wednesday of every month.

Written by

Pedro Porto Alegre

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Never go: 'Ready. Fire! Aim.'

The 'solution trap', wisdom from Japan, Spurs' culture, and what to do with briefs

Pedro Porto Alegre

Advertising

Apr 1, 2026

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12 min read

Seeing Things From Outside The Fishbowl

Retaining our beginner's eyes, the Big Mac Index, the simple math behind growing a brand, and thoughts on brand architecture

Pedro Porto Alegre

Strategy

Oatly and the Second Act of Plant-Based Milk

Mar 18, 2026

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13 min read

Oatly and the Second Act of Plant-Based Milk

The category has already won trial. The next battle is becoming the default.

Pedro Porto Alegre

Media Planning

Mar 4, 2026

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13 min read

Iconic Brands Aren't Built Overnight

The game of risk-taking, what is a challenger brand, and why creative quality is a marketer's strongest weapon

Pedro Porto Alegre

Distinctive Brand Assets

Feb 4, 2026

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12 min read

It’s Time To Unhack Ourselves

Co-thinking with AI, why you should be more like a platypus, and the positioning dilemma

Pedro Porto Alegre

Data Analytics

How United Sodas Can Win the Soda 2.0 Moment (Before It Gets Outshouted)

Jan 21, 2026

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12 min read

How United Sodas Can Win the Soda 2.0 Moment (Before It Gets Outshouted)

What brand-tracking reveals about Soda 2.0, and why United Sodas’ biggest challenge isn’t product, it’s memory.

Pedro Porto Alegre

Strategy

Jan 7, 2026

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13 min read

How To Think Better

The 250-year strategy, AI as value-creation tool, social sentiment, and 4 key questions for category analyses

Pedro Porto Alegre

Distinctive Brand Assets

It's Time To Get Serious About Effectiveness

Dec 3, 2025

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14 min read

It's Time To Get Serious About Effectiveness

Creators' brand building effects, the Attitude-Behaviour Gap, 2026 planning, and the triangle of interdependency

Pedro Porto Alegre

Media Planning

Nov 5, 2025

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15 min read

Attention Is The New Shelf Space

In today's media ecosystem attention is the most valuable resource, and brands that understand how to harness it have a leg up

Pedro Porto Alegre

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Archive

Never go: 'Ready. Fire! Aim.'

Seeing Things From Outside The Fishbowl

Oatly and the Second Act of Plant-Based Milk

Iconic Brands Aren't Built Overnight

It’s Time To Unhack Ourselves

How United Sodas Can Win the Soda 2.0 Moment (Before It Gets Outshouted)

How To Think Better

It's Time To Get Serious About Effectiveness

Attention Is The New Shelf Space

Marketing Chronicles