Latest thinking

Redefining NOLO: why brands need new positioning strategies

Redefining NOLO: why brands need new positioning strategies

Contrary to PR and marketing dogma, what draws consumers to no-and-low alcoholic (NOLO) drinks is not health and sobriety but rather taste and innovative flavour experiences. The research gap There has been widespread support for NOLO drinks, including by government...

The Euro 2024 PR lesson: VAR needs a better brand

The Euro 2024 PR lesson: VAR needs a better brand

While a cluster of football managers support the narrative that VAR is reliable and necessary, fans are not so convinced. Football's hot topic The introduction of VAR (Video Assistant Referees) in 2019 was initially welcomed, with naked-eye refereeing decisions often...