Incremental budgeting is a marketing budget approach where next year’s allocation is built by adjusting this year’s spend up or down, usually by a fixed percentage, rather than rebuilding from first principles. It is fast, politically comfortable, and almost always wrong. The problem is not the adjustment. The problem is the baseline. When you start…
Brand market research is the practice of systematically gathering and interpreting data about how your brand is perceived, remembered, and chosen by customers and prospects. Done well, it tells you whether your marketing is building something durable or just generating short-term noise. Done poorly, it tells you what you want to hear. Most brand research…
A crisis management team is the group of people responsible for making decisions, coordinating communications, and protecting an organisation’s reputation when something goes wrong. The composition of that team, and the clarity of roles within it, determines whether a crisis is contained or compounds. Most organisations don’t fail in a crisis because they lacked a…
The Tropicana rebrand of 2009 is one of the most documented brand failures in marketing history, and it still gets misread. The common version of the story is that consumers hated the new packaging, PepsiCo panicked, and the old design came back. That is broadly true. But the more instructive version is about what the…
Analyst relations is the practice of building structured, ongoing relationships with independent industry analysts, the researchers at firms like Gartner, Forrester, and IDC who brief buyers, shape category narratives, and influence procurement decisions at scale. Done well, it gives your brand a seat at the table when buyers are forming their shortlists. Done poorly, it…
Times Square advertising puts your brand in front of roughly 330,000 people daily, across one of the most photographed locations on earth. The cost ranges from a few thousand dollars for a short digital slot to several million per year for a premium static billboard, depending on size, placement, and duration. Whether that spend makes…
Measuring content marketing means tracking whether your content moves people closer to a business outcome, not just whether they read it. The metrics that matter are the ones that connect content activity to pipeline, revenue, or retention, not the ones that are easiest to pull from a dashboard. Most content measurement fails because it stops…
Streaming TV advertising sits at an awkward intersection: it promises the targeting precision of digital and the brand impact of broadcast, but most marketers are still buying it like one or the other. The opportunity is real. The execution, more often than not, is not. If you are allocating budget to connected TV or streaming…
Corporate reputation management is the ongoing process of building, protecting, and restoring how a business is perceived by the audiences that matter most to its commercial success. It spans everything from proactive brand positioning to crisis response, and the organisations that handle it well share one characteristic: they treat reputation as a business asset, not…
B2B branding is the set of deliberate choices that shape how a business is perceived by buyers, prospects, partners, and the market at large, before any sales conversation begins. Done well, it compresses sales cycles, justifies premium pricing, and makes every downstream marketing activity more efficient. Done poorly, or ignored entirely, it forces your commercial…
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