Did you know Wimbledon replaces the tennis balls every seven games? Unlike the tennis balls… your marketing shouldn’t disappear after seven goes. The balls get replaced… your marketing strategy shouldn’t. However Pimms has been turning up at Wimbledon for decades. Pimms don’t just appear once and hope for the best. They show up consistently, year after year, until people automatically associate them with Wimbledon. That’s exactly how great marketing works. It isn’t about maki

Today I want to tell you a story about two apples One of these images is an apple. Now the other image is a Scottish-grown artisan apple, hand-massaged by monks at sunrise, delivering a crisp, emotionally fulfilling crunch with subtle notes of summer… and middle-class superiority. This apple is Instagrammable and pairs beautifully with a cheese board and a crisp glass of Pinot Grigio. Same apple. Because good marketing doesn’t change the product or service…it changes how peop