Inside a marketer's mind

In marketing, few things are as fascinating as watching a brand take something ordinary and turn it into an object of desire. It’s almost alchemy: transforming the mundane into the aspirational. To most people, a hair dryer or a straightener is just a functional tool. Yet, brands like Dyson and GHD have turned them into objects of desire, realising limited editions that suddenly elevate them to the status of luxury items which sell out in days. Behind these launches lies a masterclass in marketing, scarcity and aspiration. Over the past few years these two brands have rewritten the rules of beauty tech. They have blurred the line between utility and indulgence, creating products that are as much about experience as they are about performance. Dyson didn’t just design a hair dryer, they have created a sleek, stylish tool object that feels as nice to look at as it is to use. GHD , on the other hand, transformed the straightener into a symbol of confidence and sophistication. Somehow, bot...

  COVID‑19 mRNA Vaccines and Their Potential Role in Cancer Treatment Introduction Recent research has revealed an unexpected finding: COVID‑19 mRNA vaccines might help some cancer patients respond better to their treatments. This case study reviews the current knowledge, explains in simple terms how this effect might work, and highlights its potential implications for patients and healthcare professionals. How the Vaccine Works The COVID‑19 mRNA vaccines “teach” the body to recognize the virus. They do this by providing instructions for the cells to produce a small part of the virus, called the spike protein. This trains the immune system to identify the virus and mount a defense if the person encounters it. Some cancer treatments, such as immunotherapy, work by helping the immune system detect and attack cancer cells. However, tumors can sometimes hide or trick the immune system, which reduces the effectiveness of these treatments. Recent studies suggest that receiving a CO...

In the world of marketing, what may seem to many as a simple logo change is actually a true statement of intent. The use of a new colour or a more modern font carries with it a background that aims to reflect what a company wants to be. This is the case with PepsiCo , which last week unveiled its new corporate rebranding to the world after 25 years . This rebranding has been developed by the parent company, PepsiCo, which brings together a portfolio of more than 500 globally recognised brands , from Lay's and Quaker to Gatorade, Doritos and Cheetos. This is not only an attempt to change the company's aesthetic, but also a strategic move that aims to reclassify its corporate positioning. The purpose of a redesign This past October, PepsiCo announced the brand's new visual identity on social media with a clear message: ‘Uniting all our brands under a common purpose.’ One of the highlights was the presentation of the company's new logo, which features a more modern, clea...