The principles of persuasion are a framework for understanding why people say yes. Drawn from decades of behavioural research and sharpened by commercial practice, they describe the conditions under which people change their minds, lower their resistance, and take action. Understanding them is not optional for serious marketers. It is the foundation. What separates marketers…
Leading upwards means actively managing your relationship with the people above you in an organisation, shaping how they see your work, your team, and your priorities. It is not flattery, and it is not politics. It is a professional skill that determines whether good marketing work gets funded, defended, and acted on, or quietly shelved….
Share of voice measures the proportion of total market conversation, advertising, or search visibility that your brand owns relative to competitors. In its simplest form: your mentions, impressions, or spend divided by the total across all players in the category, expressed as a percentage. That definition is accurate. It is also almost entirely useless without…
A growth review is a structured assessment of where your business growth is actually coming from, what is driving or constraining it, and whether your current strategy is built to sustain it. Done properly, it forces honest answers to questions most leadership teams prefer to sidestep. Most companies skip this work entirely, or they run…
Picking a brand name is one of those decisions that feels deceptively simple until you are sitting in a room with six stakeholders, a shortlist of twelve options, and no clear criteria for choosing between them. A good brand name does real commercial work: it signals category, supports positioning, travels across markets, and holds up…
The customer buying experience describes the sequence of steps a person takes from first becoming aware of a problem to making a purchase decision and beyond. Most models present this as a tidy, linear progression. In practice, it is rarely that clean, and the way most businesses map it tells you more about their internal…
A successful data stewardship program is measured by how reliably your data supports business decisions, not by how sophisticated your governance framework looks on paper. The KPIs that matter most fall into four categories: data quality, data accessibility, compliance adherence, and commercial impact. Get those right and you have a program that earns its keep….
Customer touchpoints are every point of contact between a brand and a customer, from a first ad impression to a post-purchase support email. They span paid media, owned channels, in-store interactions, and everything in between. How a brand performs across those moments, cumulatively, determines whether customers stay, spend more, or leave quietly. Most companies manage…
Brand positioning strategy is the deliberate choice of where and how a brand competes in the minds of its target customers. Done well, it gives every commercial decision a clear reference point. Done poorly, it produces expensive marketing that generates activity without direction. Most brands have a positioning statement. Far fewer have a positioning strategy….
Shopify’s acquisition strategy is not about buying market share. It is about assembling the infrastructure layer that sits beneath modern commerce, quietly making Shopify indispensable to merchants whether they know it or not. Each deal tells you something about where the company believes the growth is, and more importantly, where it believes the friction is….
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