Advertising value equivalency, or AVE, is the practice of assigning a monetary value to earned media coverage by calculating what the equivalent space or airtime would have cost if you had bought it as paid advertising. It sounds like a measurement framework. It is not. It is a rationalisation tool, and a surprisingly durable one…
A digital marketing strategy for a manufacturing company works when it is built around how industrial buyers actually make decisions, not around what digital marketing agencies find easiest to sell. That means starting with the sales cycle, the buying committee, and the commercial objective, then working backwards to the channels and content that support them….
Ralph Lauren’s pricing strategy is a multi-tier architecture designed to make the brand feel aspirational at every level of the market without cannibalising the prestige that sits at the top. The company operates several distinct sub-brands, each with its own price positioning, distribution channel, and target customer, allowing Ralph Lauren to capture spend from a…
SaaS growth marketing works best when it creates demand, not just captures it. Most SaaS companies are built to harvest intent from people who are already close to buying, which means they compete hard for a thin slice of the market while ignoring the much larger pool of potential customers who have the problem but…
Marketing intelligence is the process of gathering, interpreting, and applying information about your market, competitors, and customers to make better commercial decisions. Done well, it turns planning from an educated guess into a structured argument. Done poorly, it produces thick decks full of data that nobody acts on. Most marketing plans are built on assumptions…
An agency marketing plan is a documented strategy that defines how a marketing agency will attract clients, build its reputation, and grow revenue over a defined period. It covers positioning, target audiences, channels, content, lead generation, and the commercial metrics that matter. Most agencies have one. Very few follow it with any discipline. The irony…
Stereotypes in advertising are a growth problem before they are an ethical one. When a brand defaults to a shortcut, a caricature, a demographic assumption baked into a brief, it is not just risking backlash. It is narrowing its own commercial ceiling by speaking to a version of its audience that does not exist. The…
SaaS advertising works best when it treats growth as a two-stage problem: creating demand from audiences who don’t know you exist, and capturing demand from those already looking for a solution. Most SaaS teams only do the second half, then wonder why their pipeline stalls after the first year. The mechanics of paid search and…
Peripheral route persuasion is what happens when buyers make decisions without engaging deeply with your argument. Instead of weighing up your claims, they respond to cues: familiarity, social proof, visual credibility, tone of voice. The Elaboration Likelihood Model, developed by Petty and Cacioppo in the 1980s, describes two paths to attitude change. The central route…
Persuasive appeals are the underlying mechanisms that make marketing messages move people. Broadly, they fall into three categories: appeals to emotion, appeals to logic, and appeals to credibility. Most effective marketing uses a combination, but the mix that works depends on where the buyer is, what they already believe, and what objection is actually standing…
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