INSIGHTS
Ideas about brands, advertising, customer behaviour. and the decisions behind what works.
Notes, arguments and useful ways of thinking about marketing more clearly.
FEATURED
Why Some Brands Get Noticed.
And Others Disappear.
Attention is rarely just a creative problem. It usually starts earlier — with what the brand chooses to stand for, what it makes easy to notice and what it gives people a reason to remember.
6 min read
MORE THINKING
Positioning Is a Decision Before It Is a Message
Positioning is not the sentence you write at the end. It is the set of choices that decides what the brand can credibly mean in the first place.
5 min read
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Trust Is Built Before the Customer Starts Comparing
By the time customers compare options, much of the trust decision has already happened through signals, consistency and what the brand made easy to believe.
6 min read
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The Metric Is Not the Result
Marketing metrics can tell us what happened. The harder question is whether what happened actually moved the business, the customer or the decision that mattered.
6 min read
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