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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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The Sober Occasion Is Bigger Than the Sober Drinker

Non-alcoholic beer is growing because regular drinkers are choosing when not to drink. For craft challengers like BrewDog, winning means owning those occasions without making the product feel like second-rate beer

Pedro Porto Alegre

Strategy

Aug 5, 2026

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7 min read

How To Read A Book

The 4 levels of reading, how to become an AI-enabled strategist, and why pretty slides can mask structural flaws in thinking

Pedro Porto Alegre

Distinctive Brand Assets

Jul 1, 2026

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5 min read

Marketing Is A Contact Sport

Why ethnographies and field tours are still imperative for great work, how we give meaning to things, and the hard realities of effectiveness

Pedro Porto Alegre

Category Entry Points

Can an Ethical Chocolate Bar Survive the Checkout Lane?

Jun 17, 2026

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5 min read

Can an Ethical Chocolate Bar Survive the Checkout Lane?

Tony’s Chocolonely has built a brand around doing the right thing, but impulse categories reward brands that make the right thing feel deliciously easy.

Pedro Porto Alegre

Distinctive Brand Assets

Writing Is Getting Richer, But Ideas Are Getting Narrower

Jun 3, 2026

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7 min read

Writing Is Getting Richer, But Ideas Are Getting Narrower

The problem with AI when used for creative thinking, repertoire vs subscription markets, small brands' biggest advantage, and building your intellectual diet

Pedro Porto Alegre

Category Entry Points

May 6, 2026

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7 min read

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

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Archive

The Sober Occasion Is Bigger Than the Sober Drinker

How To Read A Book

Marketing Is A Contact Sport

Can an Ethical Chocolate Bar Survive the Checkout Lane?

Writing Is Getting Richer, But Ideas Are Getting Narrower

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

Marketing Chronicles