David Mahbub

17/05/2026

300 people slept outside a Swatch store in Tokyo last night.

Dubai Mall at 3am. Riot police in Barcelona. Mumbai didn’t even open the doors.

All for a $400 watch.

The Audemars Piguet x Swatch Royal Pop dropped yesterday, and the world split in two.

People who’ve never owned a mechanical watch queuing overnight to touch a brand that normally costs $50,000 to enter.

And collectors who spent hundreds of thousands on AP, publicly threatening to sell everything.

Same product. Completely opposite meanings.

That’s what happens when a brand moves from ownership into cultural participation.

The product is never the hard part.

Meaning is what you can’t control once the doors open.

02/11/2025

The Smartest Marketing Strategy Is Often About Timing.

Most brands chase moments.
The best ones design them.

new campaign, “Do It for the Team,” isn’t about entering a conversation; it’s about using timing as a brand advantage.

Nine months before the FIFA World Cup, Huggies launched a bold idea: encouraging parents-to-be to “get busy” now, so their parental leave aligns perfectly with the World Cup and they can enjoy it fully.

Playful, yes. But behind the humor lies a brilliant strategic truth and insight.

Huggies didn’t try to insert itself into the soccer conversation (as many brands will), but rather reverse-engineered the emotional and behavioral context around it: anticipation, passion, and ritual. Then, they connected it to their own brand lifecycle: conception, baby, and diapers.

They didn’t sell diapers.
They sold the next generation of fans.

This is growth through cultural timing, utilizing empathy, data, and imagination to make your brand relevant at the right moment, not just the loudest or the one that spends millions on sponsoring.

Because the best marketing isn’t reactive; it’s predictive. It doesn’t chase culture; it syncs with it.

Huggies isn’t just sponsoring parents. They’re sponsoring moments.

26/08/2025

It's amazing what did for .For this year’s , they made a “minor” change by tracing their iconic crocodile for a green goal in a limited edition honoring Nole as the “Greatest of all time,” or GOAT.

Incredible how such a “minor” detail can represent so much. For the player (and their ambassador) is a tribute, for the brand represents equity and revenue growth, and for fans/consumers a unique piece.

Game, Set and Match!
Bravo!

14/08/2024

This is one of the best “concept flipping” I have ever seen. The people from made something unique from something ordinary and “boring.”

An article on this case and my experience is coming soon.

19/01/2024

In the regular flow of our daily lives, we’ve all had that simple sandwich bag – you know, the one we use for lunch or bring home some leftovers from a restaurant (also known as the doggie bag). It’s so common that we don’t pay much attention when we see someone on the street or at home with it.

But here’s where brands can work their magic. They can take something ordinary and turn it into something extraordinary. Take Louis Vuitton, for instance. They recently launched a sandwich bag designed by Pharrell Williams. What used to be an “ordinary” item is now a trendy fashion accessory, complete with the signature color of the brand’s famed (paper) shopping bags and other core elements like the blue ribbon. And the price tag? $3000 USD instead of the paper bag you took your LV shopping home.

Of course, this isn’t something meant for everyone. It was launched at carefully chosen pop-up stores and selected stores in key countries. That’s how luxury brands wield their power – turning everyday things into high-fashion accessories that stand out. Louis Vuitton, once again, shows us that in their hands, the ordinary becomes truly extraordinary.

01/10/2023

Collaboration is the word.

and join brand forces and launch an exclusive shoe to commemorate the 150th anniversary of the well-known beer.

We see more and more brands doing collaborative marketing, one of my favorite trends since it joins and blends the positive elements of each brand and exponentially positions them together when done wisely.

Happy 150th birthday, Heineken!

29/09/2023

Last weekend, stepped outside her usual realm, attending a football game in Kansas City, and the impact was nothing short of astonishing!

Welcome to the era of the "Swift Economy" - a phenomenon that continues to dazzle us at every turn. Concerts that sell out in an instant, with fans congregating in parking lots to catch a glimpse. Movie theaters filled with people reserving seats to watch her concert on the big screen. And the online music sales that never seem to stop.

While Swifties have long understood her immense influence, this past weekend, Taylor Swift's cultural impact extended far beyond her music-loving fans. It was on full display for the world to witness - and it exceeded all expectations!

A single football game attendance, with a less than 10-second appearance on TV, celebrated a TD by , and here's what happened this week:

💰 +400% increase in Travis Kelce apparel sales
🙋‍♀️ +63% jump in 18-49 yr old female NFL viewers
🎧 Kelce brothers “New Heights” podcast became #1 on Apple
📱Kelce gained over 500K Instagram followers
📺 24.3 MM viewers watched the game
🎟️ The Chiefs saw season highs in single day ticket sales
🏈 Kelce’s jersey is now a Top 5 in the

Just like that she did it.

19/08/2023

One of the most rewarding experiences in my professional career is becoming a TEDx speaker.

Walk with me on my journey to defining winning, where I walk you through six moments in my career that helped me understand the essence of winning. On each of them, I had learnings, and over time I was able to connect them in a wonderful journey so far.

This world is for winners, and we should all get out there and win.

https://youtu.be/_FAvNM0gIqg

TED Conferences

¿Has pensado que puedes lograr todo lo que quieras solo porque "lo quieres más que nadie"? David nos enseña que ganar va más allá de desearlo... se trata de ...

24/06/2023

It all comes down to who wants it the most.

During my career, I've learned that winning is not only about going out there and wanting it more than anyone; it's about focus, discipline, causing impact, having a north star, and making everything within your power to get there. This and other learnings I shared during my talk.

This is a world for the winners. Get out there and win.

Thanks, for the invite. Fantastic experience and wonderful sharing ideas with other speakers from around the globe.

04/03/2023

Great product
Incredible campaign
Astounding concept

These are stuffed animals made from ocean plastic. Not only a great way to support clean oceans but, at the same time, raise awareness of this global hazard.

Astonishing concepts (ideas) are nothing without an ex*****on plan (product) and a way to get people there (campaign).