All articles.
The 10 Best Marketing Agencies in Northern Italy in 2026
A census of 1,616 Northern Italy agencies shows an average rating of 4.86: stars alone select nothing. The 10 best by specialization, with...
August 17, 2026
Brand Extension: When Stretching a Brand Creates or Destroys Value
Extending a brand into new categories can accelerate growth or dilute the brand. Research points to two success conditions: perceived fit...
August 8, 2026
Category Entry Points: How to Map and Own Them (2026)
Category entry points (CEPs) are the thoughts and moments that lead someone into a buying category. They are the building blocks of mental...
August 1, 2026
Double Jeopardy Law: Why Small Brands Lose Twice
The double jeopardy law (Ehrenberg, Goodhardt, Barwise 1990) says smaller brands suffer twice: they have fewer buyers and those buyers are...
July 25, 2026
Share of Search: the Free Predictor of Market Share
Share of search, the proportion of brand searches for you within your category, leads market share by 6-12 months and is measurable for...
July 22, 2026
The 95-5 Rule: 95% of B2B Buyers Aren't Ready to Buy (2026)
In any given quarter only about 5% of potential B2B customers are in-market; the other 95% aren't buying. The Ehrenberg-Bass 95-5 rule...
July 18, 2026
Does Social Proof Really Work? Scientific Experiments
Social proof doesn't always work: effectiveness depends on the fit between proof type and decision context. What Cialdini, Asch, JCR, PNAS...
May 9, 2026
Neuromarketing Worth $3.8B in 2026: What Works, What's Hype
Global neuromarketing market is worth ~$3.8B in 2026. But fMRI, EEG, eye-tracking and facial coding have very different scientific...
May 9, 2026
Brand Audit for Italian SMBs: The Complete Framework (2026)
How to run a serious brand audit in 7 sections: identity, distinctiveness, mental availability, physical availability, positioning,...
May 9, 2026
Penetration vs Loyalty: The Numbers That Change Strategy (2026)
The Double Jeopardy Law (Ehrenberg 1969): big brands have more customers AND slightly higher loyalty. Light buyers generate 70-80% of...
May 9, 2026
Distinctive Brand Assets: How to Build Them (with 2026 Examples)
Distinctive brand assets (DBA) are what makes a brand recognisable without seeing the logo: colour, sound, character, slogan, font....
May 9, 2026
Is NPS Pseudoscience? What 2026 Data Says (Net Promoter Score Under the Lens)
The Net Promoter Score is the most widespread metric in boardrooms worldwide, but decades of peer-reviewed studies show R²=0.04-0.24 with...
May 9, 2026
Marketing Storytelling: Evidence or Belief? What the Science Says (2026)
Storytelling has been the marketing mantra for fifteen years. But what does serious research actually say? Between Paul Zak's oxytocin...
May 9, 2026
Marketing Personas: When They Are Useful and When They Are Harmful (2026)
Buyer personas were born for UX research in 1999, but they are misused in strategic marketing. When they work (UX, product design), when...
May 9, 2026
5 Reputation Crises 2025: Crisis Comm Lessons 2026
M&S, OpenAI, American Eagle, Jet2, Cracker Barrel: five real 2025 reputation crises analyzed with verified sources and operational crisis...
May 9, 2026
Mental vs Physical Availability: Operational Guide 2026 (Byron Sharp)
The two brand growth levers according to Ehrenberg-Bass: mental availability (being remembered at the moment of need) and physical...
May 7, 2026
AIDA Funnel: What the Science Actually Says (2026)
AIDA is still taught in every marketing school, yet peer-reviewed research has been dismantling it for decades. What Ehrenberg-Bass says,...
May 6, 2026
Evidence-Based Marketing: the Science vs Hype Manifesto (2026)
A manifesto of scientific marketing: 12 myths debunked with peer-reviewed sources (Sharp, IPA, Cialdini, Kahneman). What actually works,...
May 4, 2026
Creativity Crisis: Bigger Budgets, Less Impact (2026)
System1, IPA and Binet&Field prove it: creative quality is collapsing while budgets keep rising. Data, star rating tables and ROI...
April 21, 2026
Employer Branding 2026: Attract Talent and Sell More
Employer branding 2026: cuts cost-per-hire, boosts retention and lifts revenue. Data from LinkedIn Talent Solutions, Glassdoor and...
March 19, 2026
Marketing Funnels Don't Work: The Scientific Proof (2026)
The marketing funnel is pseudoscience: Binet & Field, Ehrenberg-Bass and Google Messy Middle prove it. Here's what really works in 2026.
February 26, 2026
Who Are Your Real Competitors (and How to Beat Them)
The science of competition in marketing: empirical laws, Ehrenberg-Bass data, and concrete strategies to beat your competitors.
February 26, 2026
60/40 Rule 2026: Brand vs Performance Budget Split (IPA 996 Studies)
Binet & Field say 60% brand, 40% performance. Yet most SMEs do the opposite. What 996 IPA case studies show, and how to apply the 60/40 in...
February 20, 2026
Buyer Persona: Why Marketing Science Rejects Them (2026)
Buyer personas have no empirical validation: Ehrenberg-Bass, Sharp and Romaniuk show they exclude light buyers (80% of the customer base)....
February 20, 2026
Loyalty Programs Don't Work: What Science Says 2026
Loyalty programs don't increase loyalty: so say Byron Sharp and the Ehrenberg-Bass Institute. What the science really says in 2026.
February 20, 2026
How Light Buyers Grow the Brand (2026)
Ehrenberg-Bass and Nielsen: growth comes from acquiring light buyers (70-80% of the customer base), not from heavy buyers' loyalty....
February 20, 2026
Color Science in Marketing: What Actually Works (2026)
Pop color psychology ("blue = trust", "red = urgency") doesn't hold up to peer-reviewed research. 2026 evidence-based guide: saturation,...
February 20, 2026
Steve Jobs: The Quotes and Rules That Fuffaguru Will Never Understand
A deep dive into Steve Jobs' true philosophy, contrasted with the superficiality of modern marketing, sales, startup, and finance gurus.
July 15, 2025
Maslow's Pyramid: The Broken Idol of Marketing That's Hurting Your Business (and How to Fix It)
From Maslow's Pyramid to the Deep Need Map: how to understand your customers' true deep needs and create exceptional marketing in 2025
July 11, 2025
Galbusera, One of Italy's Best Brands — But Not My Client!
Galbusera is an authentic brand that has reinvented its image multiple times while remaining remarkably consistent. Let's explore its...
March 27, 2025
10 Signs to Spot a Marketing Fuffaguru
10 signs to spot marketing fuffaguru: flashy displays of wealth, easy promises, exclusive jargon, and other manipulative techniques they...
March 14, 2025
Strong Brands and Success: The Power of Brand Architecture
How should you relate different brands within your company? By choosing the right brand architecture! Here is a useful deep dive.
March 13, 2025
Choosing a Marketing Agency: Types, Costs, Pros and Cons
There are about ten types of marketing agencies, each with unique characteristics, prices, benefits, and drawbacks. Here's how to choose.
August 23, 2024
A Step-by-Step Guide to Implementing Blue Ocean Strategy in Your Business
Blue Ocean is one of the most important business strategies accessible to SMEs. Let's see step by step how to leverage it in our companies.
March 11, 2024
The ABC of Strategic Marketing: the 8 Universal Laws of Success
Strategic marketing is the foundation of every business. But small and entrepreneurs often do not know its scientific laws. Here they are
November 24, 2023
The 22 Immutable Laws of Marketing by Al Ries Are NOT Science
We can't avoid discussing Al Ries' famous book and his 22 Laws of Marketing. Unfortunately, there is very little science behind these laws....
April 22, 2023
How Major Brands Handled a Catastrophic Reputation Crisis
It happens to almost everyone: whether by mistake or by chance, your reputation collapses and sales plummet. How do you resolve this...
January 30, 2023
The BCG Matrix - Pros, Cons, and How to Use It Correctly
The Boston Consulting Group matrix is an excellent tool for evaluating the strategy of different products or companies. Here is what you...
November 19, 2022