Ethos persuasion is the use of credibility, authority, and trustworthiness to make a message more convincing. It is one of Aristotle’s three modes of persuasion, alongside logos (logic) and pathos (emotion), and in most commercial contexts it is the one that gets the least deliberate attention, despite doing much of the heaviest lifting. When a…
The new agency model is not a single structure. It is a direction: leaner, more commercially accountable, built around outcomes rather than headcount. The agencies growing right now are not the ones with the biggest teams or the broadest service lists. They are the ones that have redesigned how they operate, how they price, and…
User experience mapping is the process of documenting every step a customer takes from first awareness through to purchase and beyond, so you can see where experience breaks down and where it works. Done well, it replaces assumptions with evidence and gives cross-functional teams a shared picture of what customers actually encounter, not what the…
Consumer experience strategy is the deliberate design of every interaction a customer has with your brand, from first awareness through to repeat purchase, built around a clear understanding of what drives satisfaction, loyalty, and commercial return. Done well, it is one of the highest-leverage things a marketing team can work on. Done badly, it produces…
Ogilvy on Advertising, published in 1983, remains one of the most commercially useful books ever written about the craft. David Ogilvy was not an academic theorist. He was a working practitioner who had built one of the most successful agencies in the world, and the book reads like that: direct, opinionated, grounded in results. Forty…
Podcast media has spent years being treated as a brand awareness exercise, a nice-to-have for companies with budget left over after the “real” channels were funded. That framing is wrong, and it’s costing marketers real growth. Podcasts reach audiences that most digital channels cannot touch: people who are actively choosing to spend 30, 45, or…
The science of persuasion is the study of how people change their minds and take action. It draws on psychology, behavioural economics, and decades of empirical research to explain why some messages land and others disappear. For marketers, understanding that science is not optional. It is the foundation on which every creative decision, media choice,…
The Dunkin’ Donuts rebrand to simply “Dunkin’” in 2019 is one of the more instructive brand decisions of the last decade, not because it was bold, but because it was commercially honest. The company had been selling far more coffee and beverages than donuts for years. The name change was the brand catching up with…
Account-based marketing for healthcare companies works best when it treats complex buying groups as the unit of focus, not individual contacts. In healthcare, a single purchasing decision can involve clinicians, procurement, compliance, finance, and executive leadership, sometimes across multiple sites. ABM is structurally suited to that complexity in a way that broad demand generation simply…
Differentiation business strategy is the deliberate choice to compete on a dimension where your business can be meaningfully better, not just marginally different. Done well, it creates a reason to choose you that competitors cannot easily copy. Done poorly, it produces a positioning statement that sounds distinctive in a boardroom and means nothing in a…
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