marketing strategy

The data is good. The segmentation is sophisticated. And the customer keeps confounding expectations. The problem isn't the model. It's what the model assumes about the environment.

When the Customer Stops Behaving

Consumers aren’t being irrational. They’re being adaptive. Kim Hatton on why customer behaviour has changed and what that means for commercial strategy and pricing models.

The Store Is the Strategy

You think you’re choosing what to buy. You’re not. From layout to lighting, retail environments quietly shape your decisions before you even realise it. Once you see it, you can’t unsee it.

The Evolution of Luxury: From Gold Leaf to Inner Peace

Luxury isn’t about wealth—it’s about what’s missing. From postwar security to digital-era silence, what we call “luxury” keeps evolving. This essay explores how rarity shapes desire, how the luxury industry sells emotional scarcity, and why the most coveted experiences today are often the quietest.