A marketing strategy for a new product needs to do two things at once: build enough awareness that people know the product exists, and create enough conviction that they choose it over doing nothing or buying something else. Most launches fail not because the product is wrong, but because the strategy conflates these two jobs…
Direct to consumer advertising is the practice of marketing products or services straight to end buyers, cutting out retailers, distributors, and intermediaries. Done well, it gives brands control over their message, their data, and their margin. Done poorly, it burns cash at scale while confusing activity for progress. Most DTC brands get the channel mechanics…
Online brand protection is the practice of monitoring, defending, and enforcing your brand’s identity across digital channels, including search results, social media, marketplaces, and paid advertising. It covers everything from trademark infringement and counterfeit listings to brand impersonation, unauthorized resellers, and competitors bidding on your brand name in paid search. Most brands treat it as…
Content creation strategies are the operational decisions that determine what you make, why you make it, and whether it earns attention before a single distribution dollar is spent. Most teams get this backwards: they build distribution infrastructure first and then wonder why nothing sticks. The content itself is the problem. A sound creation strategy starts…
Loyalty strategy consulting is the discipline of designing, auditing, and rebuilding the systems that turn one-time buyers into repeat customers and repeat customers into advocates. Done well, it identifies where customers are quietly leaving, why they leave, and what commercially viable interventions can change that pattern. Done poorly, it produces a points scheme and a…
Customer prioritization is the discipline of deciding which customers deserve the most of your time, budget, and commercial energy, and which ones do not. Done well, it is one of the highest-leverage decisions a marketing and commercial team can make. Done poorly, or avoided entirely, it produces bloated cost structures, diluted messaging, and growth that…
A value proposition is a clear statement of the specific benefit your product or service delivers to a defined customer, and why they should choose you over every available alternative. Done well, it is the foundation of every positioning, messaging, and sales decision you make. Done badly, which is most of the time, it is…
Brand positioning strategies are the choices a company makes about where it competes, who it competes for, and why customers should choose it over alternatives. A strong positioning strategy is not a tagline or a mood board. It is a set of deliberate, commercially grounded decisions that shape everything from pricing to hiring to which…
Enterprise SaaS in 2025 is not in crisis, but it is in correction. The conditions that made the 2018-2022 era so forgiving, cheap capital, loose procurement, and a tolerance for long payback periods, have largely evaporated. What remains is a market that is more competitive, more commercially rigorous, and considerably less patient with vendors who…
Customer experience change management is the discipline of embedding lasting improvements to how customers are treated across an organisation, not just documenting what should happen differently. Most CX initiatives fail not because the diagnosis was wrong, but because the organisation never actually changes how it operates. The plan sits in a slide deck. The behaviours…
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