08
Jun
Brand Isn’t a Luxury — It’s a Multiplier
"It's not fashionable these days to say that you want to put more effort towards brand and consumer sentiment because they're harder to measure...
Branding
06
Jun
Good Brand Strategy Isn’t About Being Right — It’s About Being More Right
In brand strategy, I often see teams move forward when they feel pretty confident — when their odds of being right seem just above 50%. But here’s the truth: Being barely right isn’t good enough in high-stakes decisions. The real value comes from pushing that confidence way higher...
03
Jun
Are Your Customers Truly Loyal—or Just Creatures of Habit?
In 1973, researchers posed a powerful question that still hits hard today:Are repeat buyers really loyal, or are they simply doing what they’ve always done? Decades later, the answer remains crucial for every brand leader:A large portion of customers aren’t loyal — they’re habitual.They’ll buy your...
01
Jun
What’s Wrong With “Brand vs Performance”? Just About Everything.
Brand or Performance?Long-term or short-term?Storytelling or selling? The binary is broken. Thinkbox’s "Profit Ability 2" study (with Ebiquity, EssenceMediacom, Gain Theory, Mindshare, and Wavemaker), is based on a rigorous analysis of £1.8 billion in ad spend across 141 brands, 14 categories, and 10 media channels. And the big...
30
May
Retention Is Having a Moment ✨ — And It Deserves Your Full Attention
Let’s face it: this isn’t the same marketing landscape we were operating in even a year ago. 💸 Budgets are tighter.🧑💼 Teams are leaner.🛍️ And customers? They’re more cautious, selective, and value-driven than ever. In this environment, there’s one area that smart brands are doubling down on: Customer...
28
May
Ask This One Question Before Approving a Media Plan
Here’s a simple but powerful question I ask every time I review a media plan with a brand team: 👉 How did the idea inform this media strategy? Most media plans start with audience behavior:What do our customers watch? Where do they scroll? When are they most...
26
May
Why the Most Powerful Medium in Marketing Is Still Underpriced
For years now, many in the advertising world have been ringing the death knell for television. “TV is dying,” they say. “Nobody watches anymore.” “It’s all about digital now.”But what if I told you that a lot of what’s been said about the value of...
13
May
Great Marketers Drive the Business and Build the Brand
There’s a big debate happening in marketing right now. Some people argue that a marketer’s main job is to drive the business — bring in sales, hit the numbers, boost short-term performance. Others say it’s to build the brand — create emotional connections, increase loyalty, and make...
11
May
Marketing Myth: TV Ads Don’t Work Like They Used To
We’ve all heard it: “TV advertising isn’t what it used to be.” In the age of TikTok, YouTube, and programmatic everything, it’s easy to think TV is yesterday’s news — expensive, clunky, and hard to measure compared to sleek, digital-first campaigns. But here’s the truth:TV has actually gotten...
09
May
Branding vs. Marketing
Branding and marketing are fundamentally different disciplines. They serve distinct purposes, operate on different timelines, and impact your business in unique ways. While they must work together to build a powerful, sustainable brand, failing to understand the difference between them can sabotage growth, dilute your message, and...