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…
Retail media monetization is the practice of selling advertising inventory across a retailer’s owned channels, including onsite search placements, category pages, offsite display, and increasingly, in-store screens, to brand partners who want access to shoppers at the point of purchase. Done well, it turns a retailer’s audience and transaction data into a high-margin revenue stream…
AI content optimization tools can improve search visibility, but the effect depends heavily on what you optimize, how you apply the output, and whether the underlying content has genuine substance to begin with. Used well, these tools help surface structural and semantic gaps that human writers miss. Used poorly, they produce content that looks optimized…
Rebranding Airbnb in 2014 was one of the most debated brand decisions of the decade. The company retired a wordmark that had served it adequately and replaced it with a custom symbol called the Bélo, a mark designed to represent belonging. Whether you found it elegant or overreached, the strategic logic behind it was sounder…
Revenue Operations is the structural alignment of marketing, sales, and customer success around shared data, shared processes, and shared accountability for revenue outcomes. Done well, it removes the friction between teams that costs companies pipeline, deals, and retention. Done poorly, it becomes another layer of process theatre with a new job title at the centre….
Attribution analytics is the practice of assigning credit for conversions across the marketing touchpoints that preceded them. Done well, it tells you which channels are earning their budget. Done poorly, and it becomes a political document that every channel manager uses to justify their own existence. Most attribution models are not wrong because the maths…
Brand differentiation is the process of identifying and communicating what makes your brand meaningfully distinct from competitors in a way that matters to the customers you want to win. Done well, it shapes purchasing decisions, reduces price sensitivity, and gives your sales and marketing teams something real to work with. Done poorly, it produces a…
Ad budgeting is the process of allocating spend across channels, campaigns, and time periods to hit commercial objectives. Done well, it connects marketing investment to business outcomes. Done poorly, it becomes a political negotiation dressed up as strategy, where the loudest channel gets the most money and performance reports are written to justify what was…
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