The received wisdom is to advertise your way out of a downturn. There is a better way.

What is a ‘spotist’? And why are they key to marketing innovation?

New ways at looking at what already exists is innovation too – but marketers get carried away with ‘disruption’

Why consumers are a poor guide to consumers – and what you can do about it

How the process of attack and defence can make new ideas stronger

‘Nourish the core’ is a marketing maxim. Just be careful how you define it first

Incremental innovation may not sound sexy, but it could be what’s right for your brand

Which trend predictions do you listen to, and which do you ignore?