Influencer marketing challenges are rarely what brands expect them to be. Most teams walk in worried about fake followers and walk out having lost budget, brand equity, or both, for reasons that had nothing to do with bots. The real challenges are structural: misaligned incentives, weak measurement, and a category that has industrialised faster than…
Product adoption strategies are the structured approaches companies use to move customers from awareness through to habitual use of a product. The best ones are not built around features. They are built around the specific moment when a customer first experiences value, and everything before and after that moment is engineered to make it happen…
Brand health and brand equity are not the same thing, and treating them as interchangeable is one of the more common mistakes I see in brand strategy conversations. Brand health measures how your brand is performing right now, tracking awareness, sentiment, consideration, and loyalty at a point in time. Brand equity is the accumulated value…
Odd-number pricing is the practice of setting prices just below a round number, typically ending in 9, 7, or 5, to make a price feel smaller than it is. It works because buyers process the left-most digit first, so £199 registers closer to £100 than £200, even though the gap is a single pound. The…
A brand visual system is the structured set of visual elements that work together to make a brand recognisable, consistent, and commercially credible across every touchpoint. It goes well beyond a logo. Typography, colour, spacing, imagery style, iconography, and layout principles all form part of it. When the system is built properly, any piece of…
Customer needs analysis is the process of identifying what your customers actually want, what problems they’re trying to solve, and where your product or service fits into that picture. Done well, it shapes everything from positioning to product development to channel strategy. Done poorly, it produces a deck full of personas that nobody uses and…
A customer advisory board is a structured group of customers, typically 8 to 15 people, convened to give a company direct strategic input on product direction, go-to-market decisions, and market positioning. Done well, it is one of the most cost-effective intelligence mechanisms available to a marketing or product team. Done poorly, it is an expensive…
B2B growth strategy consulting is changing in 2025, and not in the ways most consultants want you to believe. The firms and in-house teams seeing real commercial traction are the ones rethinking how they reach new buyers, not just how they optimise the pipeline they already have. The core shift is structural. B2B buying groups…
Gross Rating Points (GRPs) measure the total weight of a media campaign by multiplying reach by frequency. A campaign that reaches 40% of a target audience an average of three times delivers 120 GRPs. The metric was built for broadcast media planning and it still does that job well, but it tells you nothing about…
AI search optimization is the practice of structuring your content, brand signals, and digital presence so that AI-powered search engines and answer engines surface your brand in response to relevant queries. Where traditional SEO focused on ranking in a list of blue links, AI search optimization focuses on becoming the answer, the cited source, or…
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