Bestseller Brief | 🐝 What Bees & Budgets Teach Us About Brand Marketing

Editor’s Pick 🌟

What Bees, Burgers and Brand Budgets Can Teach Us About Marketing Measurement
✍️ A ClickZ reflection on MadFest 2025

At MadFest last week, Rory Sutherland reminded the room what too many boardrooms forget: not everything valuable can be measured up front.

“Marketing should be treated like R&D, not procurement,” he said — urging brands to value discovery, not just efficiency.

His metaphor? Bees. Some follow a known path (performance), others go exploring (brand). Without the explorers, the hive starves.

While it’s a compelling argument in theory, the practical realities of brand-building can be tough for marketers. The biggest challenge? Proving it’s working. Without clear evidence of impact, securing budget for top-of-funnel campaigns can be next to impossible.

This tension echoed across sessions — but especially in our conversations with Fospha, who are helping brands tackle this head-on. Their new Glow research reveals how early indicators like branded search and engaged site visits serve as predictive signals of future revenue — giving marketers the proof they need to protect and scale brand investment.

At a time when finance demands certainty and marketing needs freedom, this might just be the measurement rethink the industry’s been waiting for.

👉 Download the Glow Report

Sector Spotlight 🎥

MARKETING INSIGHTS

Rethinking Value The Connection Between Currency Books and Perspective

The article explores the evolving perception of value in money and books, highlighting how mediums change while the core essence remains unchanged. It encourages marketers to recognize that format doesn't dictate value, paralleling how digital and traditional forms coexist in the publishing industry. Understanding this helps in crafting strategies that respect the timeless value of content.

BOOK RELAUNCH STRATEGY

Relaunch Your Book Revive Interest and Sales Through Strategic Promotion

Relaunching a book offers authors a renewed opportunity to engage readers and boost sales. Start with an honest audit of past efforts, then update the cover, blurb, and formatting to align with genre expectations. Plan a comprehensive marketing campaign incorporating reader testimonials, promotional discounts, and cross-promotion with other works to maximize reach and impact.

AUTHOR MEDIA HIGHLIGHTS

Books Forward Authors Shine in July 2025 Media Highlights

Books Forward showcases its authors' achievements by highlighting recent media features, interviews, and reviews in July 2025, emphasizing the visibility such publicity can bring to a diverse array of voices. This compilation serves as a testament to the potential reach and impact of contemporary literature when effectively marketed. Marketing professionals can draw on these examples to understand the significance of targeted publicity in enhancing author recognition and book sales.

SUMMER READING RECOMMENDATIONS

Essential New Books Recommended for Your 2025 Summer Reading List

Target's 2025 summer reading list presents potential marketing opportunities by featuring diverse fiction and non-fiction titles, offering insights into consumer preferences and content themes. This curated selection includes enticing narratives from authors like R.F. Kuang and Jess Walter, appealing to varied reader demographics and encouraging partnerships for promotions. Marketers can leverage these literary trends to enhance engagement and stimulate sales within relevant consumer segments.

BESTSELLING BOOKS

Top 10 Bestselling Books of 2025 as This Year's Reader Favorites

Mel Robbins' "The Let Them Theory" and Suzanne Collins' "Sunrise on the Reaping" lead the 2025 bestseller list with sales of 1.7 million and 1.6 million copies, respectively, reflecting strong consumer engagement in diverse genres. Rebecca Yarros' "Empyrean" series and thrillers by Freida McFadden also show significant market influence. Understanding these trends can provide marketers insights into consumer preferences and strategic opportunities for engagement in the publishing sector.

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SOCIAL MEDIA STRATEGY

Currys Engages New Customers Through Strategic TikTok Success

Currys has effectively leveraged its social media presence, particularly on TikTok, to engage with a younger demographic, increasing brand preference to 26% compared to 21% three years ago. This strategic engagement is pivotal for marketers looking to penetrate Gen Z markets, providing actionable insights into effective social media adoption. Currys' success demonstrates the potential for targeted digital strategies to enhance brand equity in competitive industries.

AFFILIATE MARKETING

Amazon Doubles Influencer Commissions Ahead of Extended Prime Day Event

Amazon has doubled influencer commissions for its Prime Day period, running from July 1 to July 20, offering specific increases in 13 product categories, such as beauty and jewelry. This move aims to motivate influencers to enhance sales during the expanded four-day Prime Day event, presenting significant earning potential for marketers involved in content creation.