Diagnosis

The first stage of any strategic planning project, this pertains to all activities around research and segmentation.

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

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

Data Analytics

It's Not A Principle Until It Costs You Money

Mar 12, 2025

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17 min read

It's Not A Principle Until It Costs You Money

Canadian pride, purpose marketing, tourism case study, data strategy, creative effectiveness

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

Media Planning

Problem-Finders Are Just As Valuable As Problem-Solvers

Nov 27, 2024

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16 min read

Problem-Finders Are Just As Valuable As Problem-Solvers

Problem gestation, Jaguar, and WARC

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

Distinctive Brand Assets

Oct 23, 2024

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13 min read

When Your Brand Needs Some Dusting Off

Re-something, the art of fusion, and marketing workshop

Pedro Porto Alegre

Strategy

Oct 16, 2024

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15 min read

How To Grow Small Brands

How David beats Goliath, Woodsman Whisky, and speaking engagement coming up

Pedro Porto Alegre

Strategy

Oct 9, 2024

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14 min read

How To Set Up A Brand For Success

Studying the past, kicking ass, and BBB event

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

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

Category Entry Points

Jul 17, 2024

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9 min read

What Is Your Product Hired To Do?

Jobs to be done, barf bags, and customer acquisition

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

Data Analytics

Mobilizing Resources Through Objective-Setting

May 29, 2024

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10 min read

Mobilizing Resources Through Objective-Setting

Marketing objectives vs business objectives, Burger-sized ads by BK, webinar's last call

Pedro Porto Alegre

Category Entry Points

May 22, 2024

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11 min read

How To Be Clear With Your Brand Positioning

What positioning is and isn't, Coors Light MLB scrappiness, Free webinar

Pedro Porto Alegre

Data Analytics

May 1, 2024

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14 min read

Market Segmentation Explained

How to segment your market, World Cup delivery, Panel alert

Pedro Porto Alegre

Data Analytics

Apr 24, 2024

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11 min read

How To Approach Marketing Research

Backwards research method, Chief Tractor Officer, CMA panel

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

Data Analytics

Why Data Is Diminishing Marketers’ Ability To Understand Their Audiences

Jan 24, 2024

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10 min read

Why Data Is Diminishing Marketers’ Ability To Understand Their Audiences

Data Blinders, Calvin Klein's Couch, Ad Rodeo Anvil Awards

Pedro Porto Alegre

Diagnosis

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

How To Think Better

Unlocking The Ordinary’s Next Growth Wave

Artificial Intelligence Is Atrophying Your Brain

It's Not A Principle Until It Costs You Money

The Power of Culture In Advertising

Problem-Finders Are Just As Valuable As Problem-Solvers

How To Make Your Brand Look Like Itself

When Your Brand Needs Some Dusting Off

How To Grow Small Brands

How To Set Up A Brand For Success

What Should You Include In Your Brand Plan

Planning Advertising That Yields Great Ideas

Strategic Thinkers Are Playing A Different Game

What Is Your Product Hired To Do?

Getting To The Insight

Mobilizing Resources Through Objective-Setting

How To Be Clear With Your Brand Positioning

Market Segmentation Explained

How To Approach Marketing Research

You Are Not The Customer

What Marketing Strategy Is and Isn’t

Why Strategists Should Read Philosophy

The Strategist's Paradox

Why Data Is Diminishing Marketers’ Ability To Understand Their Audiences

Marketing Chronicles

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