Strategy

The middle portion of the strategic planning, this pertains to all things positioning, targeting, buyer journey, objective setting.

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

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

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

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

Performance Marketing

The Only Mathematical Path To Meaningful Growth

May 7, 2025

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10 min read

The Only Mathematical Path To Meaningful Growth

The Multiplier Effect, brand loyalty, the "Maple Leaf Premium", and Brian Cox

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

Advertising

The Best of Marketing Chronicles in 2024

Dec 11, 2024

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8 min read

The Best of Marketing Chronicles in 2024

Holiday break, Volvo's EV, and Socrates

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

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

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

Distinctive Brand Assets

Sep 11, 2024

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12 min read

The Strategic Backbone Behind Brand Hierarchy Trees

How to grow a healthy brand tree, a betting app that understands its audience, and taking risks

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

Distinctive Brand Assets

Aug 7, 2024

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10 min read

An Introduction To Brand Architecture

Managing brand portfolios, visit Oslo, Albert Camus

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

Strategy

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

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 Retailers Can Stack The Deck In Their Favour

Odds Are, You're Wrong

The Only Mathematical Path To Meaningful Growth

What Marketers of The Future Should Know

It's Not A Principle Until It Costs You Money

The Best of Marketing Chronicles in 2024

How To Write Effective Creative Briefs

How To Grow Small Brands

How To Set Up A Brand For Success

What Should You Include In Your Brand Plan

The Role of Brand Management

The Strategic Backbone Behind Brand Hierarchy Trees

The Strategic Importance of Knowing Your Numbers

An Introduction To Brand Architecture

Strategic Thinkers Are Playing A Different Game

What Is Your Product Hired To Do?

Marketing Chronicles

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