Marketing frameworks are thinking tools, not execution templates. The best ones give you a structured way to ask better questions, stress-test assumptions, and make faster decisions under uncertainty. The worst way to use them is to treat them as a checklist you fill in and file away. Most marketing teams have encountered the same dozen…
Product adoption strategies are the structured approaches companies use to move customers from awareness through to habitual use of a product. The best ones are not built around features. They are built around the specific moment when a customer first experiences value, and everything before and after that moment is engineered to make it happen…
Brand health and brand equity are not the same thing, and treating them as interchangeable is one of the more common mistakes I see in brand strategy conversations. Brand health measures how your brand is performing right now, tracking awareness, sentiment, consideration, and loyalty at a point in time. Brand equity is the accumulated value…
Odd-number pricing is the practice of setting prices just below a round number, typically ending in 9, 7, or 5, to make a price feel smaller than it is. It works because buyers process the left-most digit first, so £199 registers closer to £100 than £200, even though the gap is a single pound. The…
A brand visual system is the structured set of visual elements that work together to make a brand recognisable, consistent, and commercially credible across every touchpoint. It goes well beyond a logo. Typography, colour, spacing, imagery style, iconography, and layout principles all form part of it. When the system is built properly, any piece of…
Customer needs analysis is the process of identifying what your customers actually want, what problems they’re trying to solve, and where your product or service fits into that picture. Done well, it shapes everything from positioning to product development to channel strategy. Done poorly, it produces a deck full of personas that nobody uses and…
A customer advisory board is a structured group of customers, typically 8 to 15 people, convened to give a company direct strategic input on product direction, go-to-market decisions, and market positioning. Done well, it is one of the most cost-effective intelligence mechanisms available to a marketing or product team. Done poorly, it is an expensive…
Gross Rating Points (GRPs) measure the total weight of a media campaign by multiplying reach by frequency. A campaign that reaches 40% of a target audience an average of three times delivers 120 GRPs. The metric was built for broadcast media planning and it still does that job well, but it tells you nothing about…
Selling ad space is the process of offering paid placement on a media property, whether a website, newsletter, podcast, or app, to brands that want access to your audience. Done well, it turns audience attention into a sustainable revenue stream. Done poorly, it erodes trust, underprices your inventory, and attracts advertisers who are wrong for…
Competitive evaluation is the process of systematically assessing your competitors’ strategies, positioning, capabilities, and market behaviour to inform your own commercial decisions. Done well, it tells you not just what your competitors are doing, but why they are doing it, and whether you should care. Most marketing teams do a version of it. Very few…
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