The Marketing Placebo Effect: Harnessing Perception To Influence Customer Behaviour
linkedin.com/alicengatia , Date: December, 2025 In the dynamic world of marketing, where competition for consumer attention is fierce, understanding human psychology is as critical as crafting the perfect campaign. One fascinating concept that marketers often leverage – sometimes unknowingly is the placebo effect. Rooted in psychology, the placebo effect demonstrates how belief and perception can […]
How One’s Race of Life Can Influence Those Around Them to Be Better
linkedin.com/alicengatia , Date: December 2025 The Standard Chartered Marathon comes and goes every year — and every year, I am always weary of the fact that roads will be closed disrupting my way to worship. This year, however, my daughter and I opted to be among those who disrupt others and participated in the family […]
Regenerative Marketing: Moving Beyond “Less Bad” to “Net Positive”
Featured In: The Standard, Date: November 12, 2025 Originally written for Marketing Africa’s August 2025 edition. The Standard’s page sits behind a paid subscription wall; the full text below is Alice’s own original manuscript. In a world grappling with climate change and social inequities, regenerative marketing is emerging as a transformative strategy for brands to […]
Harnessing Perception to Influence Customer Behaviour
Featured In: Business Today Kenya, Date: November 9, 2025 Originally written for Marketing Africa’s January 2025 edition as “The Marketing Placebo Effect,” then republished by Business Today in November 2025. In the dynamic world of marketing, where competition for consumer attention is fierce, understanding human psychology is as critical as crafting the perfect campaign. One […]
Marketing’s Strategic Seat at the Table: Reframing What Marketing Really Does for a Business
Featured In: Marketing Africa Magazine, Date: November 2025 edition I once had a boss who, half-jokingly, referred to our marketing department as “X Outfitters”, X being the name of the company. It wasn’t meant to be unkind, just his way of describing what most people thought we did. Whenever someone needed branded T-shirts, a pull-up […]
Beyond Transactions: Why Self-Determination Theory Matters For Brands
linkedin.com/alicengatia , Date: September, 2025 In boardrooms around the world, we endlessly discuss customer experience, digital transformation, and loyalty. But there’s one truth that’s harder to measure on a balance sheet: customers stay loyal not because of what we sell to them, but because of how we make them feel. Consumers are increasingly asking a […]
Regenerative Marketing: Moving Beyond “Less Bad” To “Net Positive”
linkedin.com/alicengatia , Date: August, 2025 In a world grappling with climate change and social inequities, regenerative marketing is emerging as a transformative strategy for brands to drive systemic change. Unlike traditional sustainability marketing, which often focuses on minimizing harm, regenerative marketing shifts from short-term, product-centric campaigns to fostering long-term ecosystem health. It goes beyond mitigating […]
The Hidden Risk Sabotaging Your Brand: How Inconsistency Erodes Trust and Growth
Featured In: Business Today Kenya, Date: September 15, 2025 In today’s saturated marketplace, customers have more options than ever and far less patience. They buy from brands they understand, trust, and can predict. That trust isn’t built by a single clever campaign or a high-profile sponsorship. It’s earned through the consistent delivery of a brand’s […]
When Brands Lose Their Sense of Self
Featured In: LinkedIn — Marketing Musings, Date: September 8, 2025 I recently heard the term “schizophrenic brand” from a Top Marketer’s forum that I attended recently, and while this was a new term to me, the concept behind it i what has influenced the way we do things as marketers. When marketers call out a […]
Entrepreneurship Training — Eastlands College
linkedin.com/alicengatia , Date: 2024/2025 At Eastlands College, we designed the programme around two halves that TVET students rarely get in one place. Schneider Electric colleagues brought real grounding technical know-how, as well as the soft skills a business actually runs on. From marketing to finance knowledge, different experts taught each piece, so students learned every […]