The HBR Guide to Persuasive Presentations, written by Nancy Duarte, is one of the more practically useful books on communication that has come out of the business press. It treats presentation as a craft with learnable principles, not a performance gift you either have or you don’t. For anyone who regularly has to move a…
An influencer strategy template gives you a repeatable structure for planning, executing, and measuring creator campaigns without rebuilding the process from scratch each time. The best ones cover six core areas: objectives, audience and creator criteria, outreach and briefing, content governance, campaign activation, and performance measurement. Most brands don’t fail at influencer marketing because they…
A Chief Customer Experience Officer is a senior executive responsible for the end-to-end experience a customer has with a business, from first contact through to repeat purchase and advocacy. The role sits at the intersection of operations, marketing, product, and service, and its core job is to ensure those functions work in concert rather than…
Brand health measurement is the practice of tracking how a brand is perceived, remembered, and preferred over time across a defined audience. Done well, it connects brand investment to commercial outcomes. Done poorly, it produces dashboards full of numbers that nobody acts on. Most measurement frameworks sit somewhere between those two outcomes, closer to the…
Customer persona research is the process of building structured profiles of your target audience based on real data: who they are, what they want, what frustrates them, and how they make decisions. Done properly, it gives your marketing team a shared, evidence-based understanding of the people you are trying to reach. Done poorly, it produces…
Brand voice is how a brand speaks consistently across every channel, every piece of content, and every customer interaction. Done well, it makes a brand immediately recognisable without a logo in sight. Done poorly, or not done at all, it leaves customers with nothing to hold onto and gives competitors an easy opening. Most brands…
Jonah Berger’s work on persuasion and influence identifies a consistent pattern: the most effective way to change someone’s mind is often to reduce their resistance rather than increase your pressure. His research, laid out across books like Contagious and The Catalyst, shifts the focus from broadcasting louder to removing the friction that stops people from…
Online reputation marketing is the practice of actively shaping how your brand appears across search results, review platforms, social channels, and third-party coverage, with the goal of building trust that converts to commercial outcomes. It goes well beyond crisis management or review monitoring. Done properly, it is a proactive discipline that sits at the intersection…
A stalled B2B pipeline is rarely a sales problem dressed up as a sales problem. In most cases, the root cause sits further upstream, in the quality of leads being passed, the assumptions baked into pipeline targets, and the absence of honest conversation between marketing and sales about what “good” actually looks like. If your…
Brand awareness is measured through a combination of survey-based research, search volume data, social listening, and web analytics. No single metric captures it fully. The most reliable picture comes from tracking multiple signals over time and looking for consistent movement across all of them. That framing matters more than it might seem. I’ve sat in…
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