The search demand curve describes how search volume is distributed across keywords, from a small number of high-volume head terms at one end to a vast, fragmented tail of low-volume queries at the other. Understanding where your audience sits on that curve, and where your competitors are not, is one of the more useful strategic…
Hyperbole in advertising is the deliberate use of exaggeration to make a point, not to deceive, but to amplify. “The best burger on the planet.” “Nothing runs like a Deere.” “Red Bull gives you wings.” These claims are not literally true, and nobody expects them to be. Used well, hyperbole compresses a brand’s promise into…
The marketing software landscape has expanded to over 14,000 products, according to Scott Brinker’s annual martech supergraphic. That number has grown roughly 6,000% since 2011. And yet, across the agencies I’ve run and the clients I’ve worked with, the most common complaint isn’t that teams lack the right tool. It’s that they have too many…
Toyota’s digital strategy issues are not primarily a technology problem. They are a structural one. The company has spent years building digital capability on top of an organisation that was not designed for it, and the results reflect that tension more than any specific campaign failure or platform misstep. What makes Toyota’s situation instructive is…
Creator partnerships are commercial relationships between brands and independent content creators, structured to produce content that reaches specific audiences in ways that paid advertising alone cannot. Done well, they combine the scale of media buying with the trust of a personal recommendation. Done poorly, they are expensive content production with no measurable return. The difference…
The best paid media strategy for a CMO is not the one with the most channels, the most sophisticated attribution model, or the most creative innovation brief. It is the one that is ruthlessly connected to a commercial outcome, resourced properly, and built to be honest about what it does and does not know. Most…
Bundle pricing is the practice of selling two or more products or services together at a combined price, typically lower than buying each item separately. Done well, it increases average order value, simplifies the buying decision, and moves inventory that would otherwise sit idle. Done poorly, it trains customers to expect discounts, cannibalises your margin,…
B2B sales intelligence is the practice of collecting, interpreting, and acting on data about prospects, accounts, and markets to give sales and marketing teams a sharper picture of who to target, when to engage, and what to say. Done well, it compresses sales cycles, reduces wasted outreach, and helps teams focus on accounts that are…
Rebranding Google is one of those hypothetical exercises that sounds absurd on the surface and turns out to be genuinely instructive the moment you take it seriously. Google is one of the most recognised brands on the planet, its name has become a verb, and its visual identity has been refined over two decades of…
Emerging market research is the practice of identifying and interpreting signals about markets, audiences, and behaviours before they become obvious to everyone. Done well, it gives strategists a window of advantage before competitors catch up and before the insight gets priced into media costs, product roadmaps, and agency briefs. The challenge is that most organisations…
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