Knowledge

Using the latest marketing effectiveness data and research, this report clearly explains how businesses and startups can build a big brand on a smaller marketing budget.

Our CMO workshops help you build the business case for brand marketing and forecast the results on the bottom line

The hidden flaw that stops PPC marketing from scaling your company profitably, and what you need to do to fix it

The step-by-step process I use with our clients to get the budget for creating world-class brand advertising that sells more stuff

It's not about building brand awareness or emotional connections. It's building a pipeline of future customers.

The differences between B2B and B2C marketing, and some real advice on how to take your strategy from flab to fabulous.

How do you build a brand positioning that doesn’t just influence communications, but the proposition?

How do you differentiate yourself when you’re up against a bigger competitor with deeper pockets and a broader set of capabilities?

Using case studies and our experience working with international brands, this presentation clearly explains how challengers can use positioning to unlock the power of brand marketing.

Reach more people for less

Optimizing solely for attention in digital advertising is really dangerous. Ads that blend in get more clicks, but can erode brand equity and sales over time.

The rise of performance marketing has given us cheaper and more efficient ways to advertise, but has created very few big brands. Why?

How, after World War II, would you market to the American public, a strange looking, small, inexpensive foreign car associated with Hitler's Germany? Imagine that was your brief.

Positioning your brand so it comes first to mind when people are ready to buy

I’m going to share the exact formula we used to re-position Formula E Racing and Al Jazeera with real, measurable results.

Two things successful brand teams are doing to add value to the business in 2024, and two things they are not.

How to frame brand as a driver of future growth to executives

You can still build brand on social, but it requires a different approach.

Downturns are one of the few times that challenger brands can become champions. But most waste the chance, and stay small. Here’s why it’s a now-or-never moment if you’re looking to grow…

We know that the right positioning will improve conversion rates and campaign performance, but how is it done in practice?

Why proper pricing is crucial to surviving recessions, and how you can raise them even when most customers are looking for a deal.

Why challengers need brand marketing for growth.

Why admitting that your second best can be persuasive and profitable

A short guide on managing your cost of customer acquisition (CAC) in the digital age.

See how Avis turned their biggest weakness into a strength and helped them win +36% market share in three years.

Brand awareness is a crucial piece of information for marketing and campaign strategies. If you don’t have the time or money for measurement surveys, here’s some other ways to estimate your brand’s awareness.

Brand building on a budget? Here’s how you can mimic the impact of a big TV advertising campaign using a single low-cost online video.

Why marketers need to be at the M&A table