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As adults, we are totally immune to peer pressure now. Gone are the days we’d feel compelled to do something purely because everyone else was doing it. This often led to the inevitable scolding “If everyone jumped off a bridge, would you do that too?!”...

Definition of celebrity endorsement: A form of brand or advertising campaign that involves a well-known individual using their fame to help promote a product or service. This form of influencer marketing has certainly had its day in the sun over the years, with well-known personalities endorsing...

Modern marketing is a rich and varied industry. There are many potential avenues for a business to choose to promote itself to customers, it can seem that only those with the largest marketing departments and budgets (or those that know a great agency) can afford...

Piggyback marketing isn’t a new phenomenon, it’s has been around for years. It involves a brand using the popularity or attention garnered by another brand, event or special occasion to promote their own brand. When done well, this can be an incredibly effective way to achieve...

Happy New Year from the h2o team. We hope you had a brilliant Christmas and haven’t made any resolutions you’ve not been able to keep. We’re all still waiting for our gyms to return to normal after the January rush. With all of the celebrating, parties,...

In marketing, the word content is thrown around as carelessly as a Trump tweet. ‘Content is King,’ we all have a content marketing strategy and are obsessed with creating content for our blogs, social media, and websites. With the pressure and urgency to create things to...

We are often guilty of putting things in boxes. Marketers love to segment and compartmentalise website visitors, customers, pretty much anyone, really. This can be incredibly useful and productive to help you build buyer personas for behavioural cohort analysis and to make your marketing more...

There is an age-old saying that no publicity is bad publicity. Whilst this is true to an extent, I would bet that the careers of a number of disgraced politicians and celebrities would beg to differ. To a much lesser extent, this approach appears to...

Video may have killed the radio star, however, it has given rise to a veritable universe of other stars, from Charlie Chaplin to PewDiePie. It’s showing no sign of slowing, as it has seamlessly transferred into the digital world. Currently, if you tried to watch all...

We all talk about branding quite a lot, don’t we? Phrases like ‘building a brand,’ ‘brand integrity’ ‘brand personality’ and ‘brand values’ are thrown around like cake in a food fight. To the uninitiated, branding means a logo and choosing ‘brand’ colours. This post is a...