Tactics

The final stage of every strategic planning project, this pertains to all activities that fall under the 4Ps of marketing.

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

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

Advertising

Dec 4, 2024

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12 min read

The Power of Culture In Advertising

Meaning-making systems, breakfast wars, and The Future of Strategy

Pedro Porto Alegre

Advertising

The Art Of Giving Effective Creative Feedback

Nov 13, 2024

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13 min read

The Art Of Giving Effective Creative Feedback

Criticism vs. critique, international account planning, and upcoming strategy lunch & learn

Pedro Porto Alegre

Advertising

Nov 6, 2024

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12 min read

How To Write Effective Creative Briefs

What goes in it, spaghetti subway tickets, and the funnel of righteousness

Pedro Porto Alegre

Distinctive Brand Assets

Oct 30, 2024

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11 min read

How To Make Your Brand Look Like Itself

Brand codes, Honda's greatest ad, and Making A Marketer 2

Pedro Porto Alegre

Strategy

Oct 2, 2024

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11 min read

What Should You Include In Your Brand Plan

The McElroy Memo, what's wrong with digital ads, and the capitalist soul

Pedro Porto Alegre

Advertising

Sep 18, 2024

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13 min read

Planning Advertising That Yields Great Ideas

Learning where to dig, Honda jackets, and Socrates

Pedro Porto Alegre

Data Analytics

The Strategic Importance of Knowing Your Numbers

Sep 4, 2024

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12 min read

The Strategic Importance of Knowing Your Numbers

Budget planning, The Economist's miracle, and thoughts on mastery

Pedro Porto Alegre

Media Planning

What Marketers Get Wrong About Social Media

Aug 28, 2024

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13 min read

What Marketers Get Wrong About Social Media

The illusion of social, McConaughey's "AI Wild West", freedom and responsibility

Pedro Porto Alegre

Strategy

Strategic Thinkers Are Playing A Different Game

Jul 24, 2024

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10 min read

Strategic Thinkers Are Playing A Different Game

A strategist's mindset, selling ice cream in the winter, and Nietzsche's wisdom

Pedro Porto Alegre

Advertising

Jul 10, 2024

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9 min read

Getting To The Insight

Digging for truths, cows in advertising, customer acquisition codex

Pedro Porto Alegre

Strategy

Jul 3, 2024

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10 min read

Pick Your Distribution Channels Wisely

Why distribution matters for marketers, Titanium Lion, free white paper

Pedro Porto Alegre

Data Analytics

Is Pricing The Most Important Marketing P?

Jun 12, 2024

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11 min read

Is Pricing The Most Important Marketing P?

How to define your pricing strategy, Scottish optimism, and emerging trends

Pedro Porto Alegre

Strategy

Jun 5, 2024

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14 min read

How To Sustain Product Innovation

How to innovate, the Tango Slap, and trends to watch for

Pedro Porto Alegre

Advertising

Apr 17, 2024

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12 min read

You Are Not The Customer

The marketer's fallacy, Cheetos does it again, and customer acquisition panel

Pedro Porto Alegre

Advertising

Apr 3, 2024

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9 min read

What Marketing Strategy Is and Isn’t

Tactics are not strategy, where to start, and Globant Argentina's ingenious B2B ads

Pedro Porto Alegre

Advertising

Mar 27, 2024

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10 min read

Why Strategists Should Read Philosophy

Today's lack of thinking, old maxims, and Jack Gohlke's NIL deals

Pedro Porto Alegre

Advertising

Mar 20, 2024

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10 min read

The Strategist's Paradox

Strategy Turns 50, and Stella Artois x Beckham Campaign

Pedro Porto Alegre

Media Planning

How To Create Billboards That Drive Results

Mar 13, 2024

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9 min read

How To Create Billboards That Drive Results

The 9 key features of effective OOH, and Nike's first ever brand marketing advert

Pedro Porto Alegre

Distinctive Brand Assets

Jan 17, 2024

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9 min read

Why Going Against Category Norms Can Be The Surest Form Of Innovation

Being Radical, Australian Lamb, and The Anvils Awards

Pedro Porto Alegre

Advertising

How Irrational Decisions Can Propel Your Business Forward

Nov 29, 2023

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9 min read

How Irrational Decisions Can Propel Your Business Forward

Rory Sutherland, IKEA Life Collection, and Confluence YYC.

Pedro Porto Alegre

Advertising

Nov 22, 2023

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8 min read

The Brand Destruction Of Black Friday

Discounting your product is the surest way to extinction.

Pedro Porto Alegre

Category Entry Points

Frequency Footprints: From Obscurity to Familiarity

Oct 25, 2023

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8 min read

Frequency Footprints: From Obscurity to Familiarity

A strategic dive into amplifying brand resonance through usage and purchase frequency.

Pedro Porto Alegre

Distinctive Brand Assets

Oct 18, 2023

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8 min read

Water Kills

How Liquid Death became a cultural icon.

Pedro Porto Alegre

Tactics

Unlocking The Ordinary’s Next Growth Wave

Can We Stop Talking About Apple and Nike, Already?

The Power of Culture In Advertising

The Art Of Giving Effective Creative Feedback

How To Write Effective Creative Briefs

How To Make Your Brand Look Like Itself

What Should You Include In Your Brand Plan

Planning Advertising That Yields Great Ideas

The Strategic Importance of Knowing Your Numbers

What Marketers Get Wrong About Social Media

Strategic Thinkers Are Playing A Different Game

Getting To The Insight

Pick Your Distribution Channels Wisely

Is Pricing The Most Important Marketing P?

How To Sustain Product Innovation

You Are Not The Customer

What Marketing Strategy Is and Isn’t

Why Strategists Should Read Philosophy

The Strategist's Paradox

How To Create Billboards That Drive Results

Why Going Against Category Norms Can Be The Surest Form Of Innovation

How Irrational Decisions Can Propel Your Business Forward

The Brand Destruction Of Black Friday

Frequency Footprints: From Obscurity to Familiarity

Water Kills

Marketing Chronicles

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