A marketing contingency plan is a documented set of alternative strategies and response protocols that activate when planned campaigns, channels, or budgets are disrupted. It defines what you do when things go wrong, not after they already have. Most marketing teams don’t have one, and most feel the absence sharply the moment a platform algorithm…
Competitor site analysis is the process of systematically examining a rival’s website to understand their traffic, content strategy, keyword positioning, backlink profile, and commercial intent. Done properly, it tells you where they are winning, where they are exposed, and where the gaps are that you can exploit before they close them. Most marketers do a…
A marketing strategy is a documented plan that defines who you are targeting, what you are offering them, and how you will reach and convert them profitably over time. Done properly, it connects business objectives to specific market choices, channel decisions, and resource allocation. Done poorly, it is a slide deck that sounds good in…
Customer experience mapping is the process of documenting every interaction a customer has with your brand, from first awareness through to purchase and beyond. Done properly, it shows you not just what customers do, but where they hesitate, where they drop off, and where the gap between your internal assumptions and their actual experience is…
Brand valuation is the process of calculating the economic value that a brand contributes to a business, expressed as a financial figure. It captures what the brand alone adds to revenue, pricing power, and long-term enterprise value, separate from physical assets, patents, or customer contracts. Done well, it turns a concept that finance teams have…
Validating market demand for an MVP business idea means confirming that real people will pay real money for what you are planning to build, before you invest significant resources in building it. The most reliable methods combine direct customer conversations, small-scale commercial tests, and search demand data to separate genuine intent from polite interest. Most…
Emotional brands are businesses that have built a consistent connection between what they sell and how their customers feel. That connection is not accidental, and it is not the result of a single campaign. It compounds over time, and it tends to show up most clearly when things get difficult: in recessions, in competitive markets,…
Christmas content marketing works when it earns attention during the most competitive publishing window of the year, converts that attention into measurable commercial outcomes, and does both without burning through budget on content nobody reads. That is a harder brief than most brands realise when they start planning in September. The brands that get Christmas…
The world’s most valuable brands, whether you measure by Interbrand, Kantar, or Brand Finance, share a set of structural characteristics that go well beyond good advertising. Apple, Google, Microsoft, Amazon, and their peers at the top of the rankings have built something that compounds over time: pricing power, loyalty that resists competitive pressure, and the…
Affiliate marketing for companies is a performance-based acquisition model where third-party publishers, creators, or partners earn a commission for driving measurable actions, typically sales, leads, or sign-ups. Done well, it creates a scalable acquisition channel where cost is directly tied to outcome. Done poorly, it becomes a coupon-code graveyard that cannibalises your existing customers and…
Practical marketing intelligence
for people who think.
© 2026 The Marketing Juice