Sensory marketing is the practice of deliberately engaging one or more of the five senses to shape how people perceive, remember, and respond to a brand. It works because buying decisions are rarely as rational as we like to think. The feel of a product, the scent of a store, the sound of a notification…
Executive strategy alignment means ensuring that marketing goals, budgets, and activity are visibly connected to the commercial priorities of the business. When that connection breaks down, marketing becomes a cost centre that senior leaders tolerate rather than invest in, and the CMO becomes the first person cut when the board wants to find savings. Most…
Michael Porter’s definition of strategy is this: strategy is the deliberate choice to be different. Not better at the same things as everyone else, but genuinely different in ways that create a defensible competitive position. In his 1996 Harvard Business Review essay “What Is Strategy,” Porter argued that operational effectiveness, doing the same things as…
Generative AI marketing refers to the use of AI systems that can produce original content, including text, images, and code, to support marketing activities such as copywriting, campaign ideation, email personalisation, and creative production. It is not a single tool but a category of capability that has matured rapidly and is now embedded in workflows…
Influencer marketing ROI is measurable, but most brands are measuring the wrong things. The metrics that dominate influencer reporting, reach, impressions, follower counts, tend to describe activity rather than outcomes. Real ROI comes from connecting influencer spend to revenue, pipeline, or demonstrable brand lift, which requires a different measurement framework from the start, not a…
5th level leadership is a framework developed by Jim Collins in Good to Great, describing the highest tier of leadership capability: a rare combination of fierce professional will and personal humility. Leaders at this level drive exceptional, sustained organisational results not through force of personality or self-promotion, but through disciplined focus on the mission and…
Industrial marketing strategy is the process of positioning, communicating, and generating demand for complex products or services sold into manufacturing, engineering, or technical environments. It differs from consumer marketing not just in audience, but in buying dynamics: longer cycles, multiple stakeholders, specification-led decisions, and relationships that often outlast any single campaign. Most manufacturers know their…
A Harvard Business Review analysis found that companies contacting web-generated leads within an hour were far more likely to have a meaningful conversation than those who waited longer. The drop-off was not gradual. It was steep. Most B2B teams are not set up to respond that fast, and most never will be, because the problem…
A customer-centric culture is an organisation-wide operating principle where every decision, from product development to pricing to how the phone gets answered, is filtered through the question: does this serve the customer better? It is not a marketing programme. It is not a values statement on the wall. Companies that genuinely build it tend to…
Building trust and credibility as a leader is not a soft skill. It is the structural foundation that determines whether your team executes well under pressure, whether your peers give you the benefit of the doubt in difficult meetings, and whether the people above you back your decisions when things get complicated. Leaders who have…
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