A good referral strategy starts with one question: why would someone refer you without being asked? If you can answer that honestly, you have the foundation. If you cannot, no incentive structure or referral platform will fix it. The mechanics of referral programs are well documented, but the strategic thinking that makes them work is…
Influencer brands are businesses built on the commercial extension of a personal audience. They start with attention, convert it into product sales or service revenue, and live or die by whether the brand can survive the moment the influencer steps back. Most cannot. A small number become genuinely durable businesses. Understanding what separates those two…
Impact branding is the practice of building a brand that creates measurable commercial outcomes, not just awareness or sentiment. It connects brand positioning to purchasing behaviour, pricing power, and long-term customer preference. Done well, it is one of the highest-leverage activities in marketing. Done poorly, it is expensive decoration. Most brand work sits somewhere in…
The CMO of Carrier Global is one of the more consequential marketing leadership roles in industrial manufacturing. Carrier makes HVAC systems, refrigeration units, and fire and security products used in homes, hospitals, data centres, and cold chains across the world. The marketing challenge is not brand awareness for its own sake. It is driving commercial…
Pursuing lost customers is one of the highest-return activities in a marketer’s toolkit, yet most companies treat it as an afterthought. A customer who already bought from you, already understood your value, and then left for a reason you probably know, is far easier to win back than a cold prospect who has never heard…
Oatly advertising works because it treats the audience as intelligent adults and the brand as a point of view, not a product. Where most food and drink brands default to aspirational imagery and benefit-led copy, Oatly built a communications model that is self-aware, argumentative, and genuinely strange. The result is a brand that feels disproportionately…
A multi-channel digital marketing strategy is the deliberate coordination of multiple online channels, paid search, organic, email, social, display, and more, to reach the same audience across different touchpoints in a way that compounds rather than fragments. The operative word is deliberate. Most businesses run multiple channels. Far fewer run them as a coherent system….
Marketing to Hispanic consumers is one of the most commercially significant opportunities in the United States, and one of the most consistently mishandled. With over 63 million people, $2.8 trillion in purchasing power, and a median age nearly a decade younger than the general population, this is not a niche segment. It is a primary…
First click attribution gives all the credit for a conversion to the channel that started the experience. Last click attribution gives all the credit to the channel that ended it. Both models are simple, both are widely used, and both will systematically mislead you about where your marketing is actually working. The question is not…
The marketing agency model is under more structural pressure in 2025 than at any point in the last decade. Not because clients are spending less, but because they are spending differently, demanding more, and increasingly questioning what agencies actually do for them. The agencies that survive this period will not be the ones with the…
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