PayPal’s 2.0 strategy is a deliberate pivot from transaction processor to omnichannel commerce platform, built around personalised offers, unified data, and tighter integration across in-store and digital touchpoints. It is less a product launch and more a structural repositioning of what PayPal believes a payments company should be. Whether it works depends on something most…
A competition analysis example is worth more than any framework. Frameworks tell you what to do. A worked example shows you what you actually find, what it means, and what to do with it. This article walks through a real-world competitive analysis, from the initial brief to the strategic output, so you can see how…
Persona valuation is the process of assigning commercial weight to your customer segments, so you know which ones are worth acquiring, retaining, and building strategy around. It moves personas from descriptive profiles (meet Sarah, 34, loves yoga) into financially grounded decision tools that can actually inform budget allocation, channel mix, and product investment. Most marketing…
The Citi CMO role is one of the most complex marketing leadership positions in global financial services. Sitting at the intersection of brand, compliance, product, and an extraordinarily diverse customer base, the person in that seat is not running a marketing department in any conventional sense. They are running a commercial function inside one of…
Media efficiency is the discipline of getting more commercial output from every pound or dollar of media investment, not by cutting spend, but by directing it more precisely. Done well, it means fewer wasted impressions, better audience quality, and growth that compounds over time rather than flatlines the moment budgets tighten. Most brands think they…
A media mix model is a statistical technique that uses historical sales and spend data to estimate the contribution of each marketing channel to business outcomes. Done well, it gives you a defensible, channel-level view of what is driving revenue, so you can make better allocation decisions. Done poorly, it gives you false confidence dressed…
A competitive analysis graph is a visual representation of how competing businesses compare across a defined set of dimensions, typically plotted on a two-axis matrix, a radar chart, or a positioning map. Done well, it collapses weeks of market research into a single frame of reference that a leadership team can act on. Done badly,…
A comparative market analysis is a structured method for evaluating your position in a market by measuring your performance, pricing, messaging, and share of attention against a defined set of competitors. Done properly, it gives you a commercial picture of where you stand, where the gaps are, and where the real opportunity lies. Done poorly,…
Cannes Lions 2025 produced the usual spectacle: standing ovations, acceptance speeches, and a week’s worth of industry commentary about creativity saving the world. Strip that away and the winning work tells a more interesting story, one about where serious marketing budgets are actually going and why the gap between what gets awarded and what gets…
A competitor analysis is a structured assessment of how your rivals position themselves, where they invest, and what that tells you about the market you are competing in. Done well, it gives you a commercial picture of the competitive landscape, not just a list of features and prices. This article walks through a worked example…
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