A customer evangelist is someone who advocates for your brand without being paid, prompted, or incentivised to do so. They recommend you unprompted, defend you when you’re criticised, and bring in new customers that your marketing budget never touched. Most brands say they want more of them. Very few build the conditions that actually produce…
A PESTEL analysis maps the external environment your marketing strategy has to operate in, covering Political, Economic, Social, Technological, Environmental, and Legal forces. Done properly, it surfaces the conditions that sit outside your control but directly shape what your campaigns can achieve and where your budget should go. Most marketers treat it as a compliance…
Benchmarking an agency means measuring your performance against external standards, industry norms, or peer comparisons to identify where you’re ahead, where you’re falling behind, and where the gap is costing you money. Done properly, it’s one of the most commercially useful exercises an agency leader can run. Done badly, it produces a slide deck full…
Loss aversion psychology describes the cognitive tendency for people to feel the pain of losing something more intensely than the pleasure of gaining something equivalent. It is one of the most reliably observed patterns in human decision-making, and it has direct, practical implications for how you frame offers, price products, and structure marketing messages. The…
Integrated advertising, promotion, and marketing communications is the practice of aligning every channel, message, and customer touchpoint into a single, coherent commercial effort. Done properly, it means your paid media, your PR, your sales collateral, your email, and your in-store experience are all telling the same story, to the right people, at the right moment…
Underlying consumer needs research is the practice of identifying the motivations, tensions, and desired outcomes that sit beneath what customers say they want. Most brand and campaign briefs are built on surface-level data: purchase behaviour, stated preferences, demographic segments. The problem is that surface data tells you what people did, not why they did it,…
Stealing traffic from competitors is a legitimate, repeatable strategy. You find where they rank, where they advertise, and where they hold attention, then you build a case for why your content, your offer, or your page deserves that position more than theirs does. It is not glamorous work, but it compounds. Done properly, competitive traffic…
Cooperative advertising is a cost-sharing arrangement where a manufacturer or brand contributes funds to a retailer or partner’s advertising spend, in exchange for featuring their product or brand in the campaign. Done well, it extends reach for both parties at a fraction of the cost of going it alone. Done poorly, it produces generic co-branded…
Investment management branding fails when firms treat it as a compliance exercise rather than a commercial one. The sector is full of firms that look identical, sound identical, and then wonder why they compete on fees alone. Strong brand positioning in this space is not about aesthetics. It is about making a clear, defensible claim…
Google and Facebook advertising work best when they do different jobs. Google captures intent that already exists. Facebook builds the intent that Google later harvests. Most businesses run both channels but treat them as interchangeable, which is why they end up overpaying to reach people who were going to convert anyway. Getting the relationship between…
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