Critical thinking in marketing

Critical thinking in marketing Case study

25 October 20266 min read

What to check before you change something your customers recognise

Tropicana changed its packaging in 2009 and went back to the old one in less than two months: here is what to check before you touch a logo, a colour or a name.

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Critical thinking in marketing Practical guide

25 October 20265 min read

How to tell whether a marketing spend actually brings anything

The platform report also counts customers who would have come anyway: here is what eBay, P&G and Airbnb found, and how to test a spend yourself.

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