Brand, marketing & digital insights
INSIGHTS↗
Sharp perspectives on brand, marketing and digital. Practical thinking to help your business make its next move.
Explore the thinking.
Marketing & Advertising
A newsletter needs a reason to exist beyond “it is Friday”
Give your newsletter a clear reader promise so each edition earns attention beyond its place in the calendar.
Brand & Strategy
A better direct offer does not always mean a lower price
A direct offer needs a clear reason to choose it. Consider customer value, delivery costs and the journey before defaulting to a discount.
Marketing & Advertising
How to write a campaign brief that prevents expensive guesswork
Write a campaign brief that connects the business situation, audience, offer, creative work and the response after launch.
Brand & Strategy
A guarantee is a customer promise, not a conversion trick
A guarantee can reduce uncertainty only when its terms, customer experience and delivery support the promise it makes.
Marketing & Advertising
When tracking changes, your measurement plan must change too
Build a measurement plan that acknowledges browser privacy limits and connects reported conversions with useful business outcomes.
Marketing & Advertising
Creative testing needs a hypothesis, not just more assets
Performance Max creative testing is more useful when it starts with a clear hypothesis, a relevant outcome and a planned review.
Brand & Strategy
Convenience or discovery? Design for the customer’s mission
Some customers need speed and certainty. Others want inspiration. Design the experience around the task that brought them to you.
Web & Digital
A beautiful menu can still make customers work too hard
Review website navigation around the tasks customers bring, rather than the language your organisation uses internally.
Marketing & Advertising
B2B creator marketing: choose expertise before reach
Choose B2B creators for relevant expertise and audience fit. Build partnerships that help buyers understand the offer, not just notice it.
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Brand. Marketing. Digital.