Nano influencer marketing is the practice of partnering with creators who have between 1,000 and 10,000 followers, typically within a tight niche or community. These are not household names. They are personal trainers with loyal local followings, hobbyist photographers, home cooks, and micro-community builders whose audiences actually read what they post. The commercial logic is…
A marketing mix strategy defines how you allocate effort and budget across channels, messages, audiences, and timing to drive commercial outcomes. Done well, it connects your go-to-market choices to real business results. Done poorly, it becomes a spreadsheet of activity that looks busy, measures itself on proxies, and quietly underdelivers for years before anyone asks…
A marketing avatar is a structured profile of your ideal customer, built to inform how you position, message, and reach the people most likely to buy. Done well, it moves your team off gut instinct and onto a shared, evidence-based picture of who you are actually trying to reach and what matters to them. Done…
A leadership interview is one of the most consequential conversations in any organisation, yet most of them are structured to surface the wrong things. They test polish, not judgement. Composure under soft pressure, not real decision-making under commercial stress. If you are hiring a marketing leader, or preparing to be interviewed as one, the questions…
Strategy is one of the most misused words in marketing. It gets attached to decks, frameworks, and workshop outputs as if proximity to the word makes the work strategic. It doesn’t. Real strategy is a set of explicit choices about where to compete, where not to compete, and what you’re willing to sacrifice to win….
Winning back lost customers is one of the highest-return activities available to most businesses, and one of the least systematically pursued. A customer who already bought from you, already understood your value proposition, and already trusted you enough to hand over money is categorically easier to re-engage than a cold prospect. The problem is that…
A customer centricity model is a business and marketing framework that organises strategy, operations, and investment around the needs, behaviours, and lifetime value of customers rather than around products, channels, or internal processes. Done properly, it shifts the question from “how do we sell more?” to “how do we create more value for the people…
Overseas expansion strategy is the plan a business uses to enter, establish, and grow in a foreign market. Done well, it sequences market selection, go-to-market approach, and commercial infrastructure in a way that matches the opportunity to the organisation’s actual capacity to execute. Done badly, it burns cash, demoralises teams, and produces a quiet retreat…
Managing creative teams is one of the most commercially consequential skills in marketing leadership, and one of the least taught. Get it right and you have a team that produces work that moves markets. Get it wrong and you have expensive, talented people making beautiful things that do nothing for the business. The failure mode…
Leadership in crisis is not about having the right answer immediately. It is about staying functional when the situation is not, making decisions with incomplete information, and keeping the people around you focused on what can be controlled. Most leaders find out what they are actually made of not in the planning phase, but in…
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