Archive

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

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Category Entry Points

Unlocking The Ordinary’s Next Growth Wave

Oct 15, 2025

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10 min read

Unlocking The Ordinary’s Next Growth Wave

After redefining skincare with transparency and simplicity, The Ordinary stands at an inflection point. The opportunity ahead isn’t just to sustain its cult following, but to evolve — bridging clinical credibility with approachability and speaking to a new generation of skincare users who are rewriting beauty norms altogether.

Pedro Porto Alegre

Data Analytics

Artificial Intelligence Is Atrophying Your Brain

Oct 1, 2025

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15 min read

Artificial Intelligence Is Atrophying Your Brain

Treat AI like a drug, how brave is your organization, and why industry awards still matter

Pedro Porto Alegre

Category Entry Points

Warby Parker’s Unfinished Business In Canada

Sep 17, 2025

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13 min read

Warby Parker’s Unfinished Business In Canada

Despite having built an exceptional customer experience, the eyewear player must tackle physical availability and awareness to win Canadian consumers

Pedro Porto Alegre

Distinctive Brand Assets

We Study Consumers, But Consumers Don't Study Our Ads

Sep 3, 2025

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11 min read

We Study Consumers, But Consumers Don't Study Our Ads

Why marketers need to get back to planet Earth, differentiation vs distinctiveness, and the practice of brand planning

Pedro Porto Alegre

Strategy

Can We Stop Talking About Apple and Nike, Already?

Aug 20, 2025

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16 min read

Can We Stop Talking About Apple and Nike, Already?

Why Challenger Brands Are Playing a Different Game

Pedro Porto Alegre

Media Planning

Aug 6, 2025

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15 min read

How Culture Has Been Shaped By Media

Laws of Retail, cowboy culture, cardinal rules of media planning, and a new age fit for generalists

Pedro Porto Alegre

Advertising

Jul 2, 2025

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12 min read

Why Obsessing Over Efficiency Is Killing Your Brand

Aesthetic nihilism, Justin Bieber's newest brand, unsh*ttifying CX, and brands that matter

Pedro Porto Alegre

Category Entry Points

How Advertising Affects Consumers, Brands, and Business

Jun 25, 2025

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14 min read

How Advertising Affects Consumers, Brands, and Business

What we know about marketing communications and what it can and cannot do

Pedro Porto Alegre

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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

Unlocking The Ordinary’s Next Growth Wave

Artificial Intelligence Is Atrophying Your Brain

Warby Parker’s Unfinished Business In Canada

We Study Consumers, But Consumers Don't Study Our Ads

Can We Stop Talking About Apple and Nike, Already?

How Culture Has Been Shaped By Media

Why Obsessing Over Efficiency Is Killing Your Brand

How Advertising Affects Consumers, Brands, and Business

Marketing Chronicles

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