A brand funnel maps the progression of consumers from first awareness of a brand through to loyal advocacy, giving marketers a structured way to diagnose where growth is being lost. It is one of the oldest frameworks in marketing, and one of the most consistently misread. Most brands use the funnel to celebrate what is…
Marketing strategy for a consulting business is not the same as marketing strategy for a product company, a retailer, or even a traditional agency. The buyer is different, the sales cycle is longer, and the thing being sold is intangible. Most generic marketing advice ignores this entirely, which is why so many consultants end up…
Measuring marketing strategy means connecting your marketing activity to business outcomes, not just campaign metrics. Most teams measure the wrong things, credit the wrong channels, and draw the wrong conclusions, which means they keep investing in activity that looks productive but contributes little to actual growth. The fix is not more dashboards. It is a…
HelloFresh’s marketing strategy is built on a flywheel of paid acquisition, influencer-led referral, and relentless retention mechanics. The company grew from a Berlin startup to the world’s largest meal kit provider not by doing one thing brilliantly, but by stacking distribution channels in a way that kept customer acquisition costs manageable while lifetime value compounded….
The stage gate process is a structured framework for new product development that divides the work into discrete stages separated by decision points, called gates, where a project is either advanced, revised, or killed. It gives marketing and commercial teams a disciplined way to allocate resources, manage risk, and avoid the single most expensive mistake…
B2B marketing transformation is the process of fundamentally changing how a marketing function operates, not just updating tactics or adopting new tools. It means shifting the structure, priorities, measurement, and commercial alignment of marketing so it drives pipeline and revenue rather than activity and awareness metrics that nobody in the boardroom cares about. Most transformation…
Focus group testing is a qualitative research method where a small group of participants, typically six to ten people, discuss a product, concept, or message under the guidance of a trained moderator. Used well, it surfaces the language, hesitations, and emotional responses that surveys and analytics cannot capture. Used poorly, it becomes expensive theatre that…
Social impact strategy is the practice of aligning a business’s commercial objectives with measurable contributions to society, whether through environmental commitments, community investment, workforce equity, or supply chain accountability. When it’s built properly, it doesn’t sit in a CSR report nobody reads. It shapes how a brand competes, how it attracts talent, and how it…
Humor in advertising works because it lowers defenses, creates memory, and builds genuine warmth toward a brand. When an ad makes someone laugh, they are more likely to remember it, share it, and feel positively toward the brand behind it. That is not a soft, creative-department argument. It is a commercially relevant one. The problem…
GTM strategy consulting helps organisations close the gap between a product’s potential and its commercial performance, by bringing external rigour to the decisions most internal teams are too close to make clearly. That gap is rarely about the product itself. It is almost always about alignment, positioning, and execution sequence. The consultant’s job is not…
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