Mental Availability

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

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

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

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

Distinctive Brand Assets

How Retailers Can Stack The Deck In Their Favour

Jun 18, 2025

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12 min read

How Retailers Can Stack The Deck In Their Favour

The 9 Empirical Laws of Shopping

Pedro Porto Alegre

Media Planning

Jun 4, 2025

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18 min read

Odds Are, You're Wrong

Information vs formation, metrics that matter, how to advertise a bidet, and escapism

Pedro Porto Alegre

Category Entry Points

What Marketers of The Future Should Know

Apr 9, 2025

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23 min read

What Marketers of The Future Should Know

WOM, creativity in B2B, approaching datasets, category buyer memory tracking, and more

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

Media Planning

Feb 12, 2025

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16 min read

Harnessing Attention

Navigating the consumer's mind, evaluating attention, media archetypes, and upcoming events

Pedro Porto Alegre

Distinctive Brand Assets

Nov 20, 2024

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9 min read

Marketing Commoditized Categories

Creating value, NBA logo redesign, and WARC event

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

Sep 25, 2024

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10 min read

The Role of Brand Management

Brand vs brand management, ResZAmes, and Strategy Week

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

Distinctive Brand Assets

Jun 26, 2024

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13 min read

How To Properly Assess Distinctive Brand Assets

Types of DBAs, water conservation campaign, and Customer Acquisition Codex

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

Category Entry Points

How B2B Buyers Make Decisions Emotionally

Mar 6, 2024

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10 min read

How B2B Buyers Make Decisions Emotionally

Category Entry Points, Building B2B Brands That Last, and Caitlin Clark

Pedro Porto Alegre

Media Planning

How To Build Lasting Brands While Winning In The Short-Term

Feb 14, 2024

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10 min read

How To Build Lasting Brands While Winning In The Short-Term

Brand Building vs Sales Activations, Super Bowl Thoughts

Pedro Porto Alegre

Media Planning

Feb 7, 2024

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9 min read

The Marketing Unicorns Redefining Brand Experience

What is connections planning, and Lay's Groundhog Day 75x ads

Pedro Porto Alegre

Mental Availability

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)

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

Why Obsessing Over Efficiency Is Killing Your Brand

How Advertising Affects Consumers, Brands, and Business

How Retailers Can Stack The Deck In Their Favour

Odds Are, You're Wrong

What Marketers of The Future Should Know

It's Not A Principle Until It Costs You Money

Harnessing Attention

Marketing Commoditized Categories

When Your Brand Needs Some Dusting Off

How To Grow Small Brands

The Role of Brand Management

What Is Your Product Hired To Do?

How To Properly Assess Distinctive Brand Assets

How To Be Clear With Your Brand Positioning

How B2B Buyers Make Decisions Emotionally

How To Build Lasting Brands While Winning In The Short-Term

The Marketing Unicorns Redefining Brand Experience

Marketing Chronicles

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