Perspective

I can understand the inclination of businesses to crown data as king in marketing. It's measurable and provides something to point to when justifying decisions (or looking for an excuse). The problem is that everyone has access to data. It's the ultimate commodity....

 The most under-appreciated and  under-valued component of consulting must be the simple objectivity of its external view.  Yet that value is often not recognised, leveraged or compensated for by the very business it can most serve. The embracing...

There's often a disconnect when a business tries to deliver on its brand promise, especially with larger organizations. Very few companies know how to ensure their customer's brand experience is on point. What starts as a clear brand strategy is too-often diluted and...

There's no denying the importance of an email list. It's an ownable property not subject to the whims of external platform conglomerates. The opportunity to develop relationships and deliver messaging is undisputed. However, there's another list that is inherently...

I think it's necessary to turn our attention to something that is rarely discussed in brand development, especially in younger companies – the resistance to being seen. Differentiation is widely acknowledged as a key requirement of brand success. Indeed it is the core...

It's often easier to begin with what you definitely don't want. Every block of stone has a statue inside it, and it is the task of the sculptor to discover it. Michelangeo Many businesses are tightly focused on attracting customers from any direction. Strategies based...