Insights

It’s the unsexy, under appreciated, yet foundational discipline upon which all great marketing is built. It’s not flashy like the latest TikTok campaign. It doesn’t scream for attention like a Super Bowl ad. However, without a clear and disciplined positioning strategy, all the tactical brilliance in the world will crumble like a sandcastle against the rising tide.

Last year, I had the privilege of completing the Mini MBA in Brand Management by Marketing Week, led by the incredible Mark Ritson. If you’re wondering why I’m writing about a course I did, it’s because it was a transformational experience that reshaped how I approach marketing and branding. The course that redefines learning The 15-week program is divided into.. Read more

Pricing is often misunderstood as a straightforward calculation. Should you add a margin to costs or match competitors? Yet, it is a strategic tool that does far more than determine profitability – it shapes perceptions, communicates value, and defines a brand’s position in the market. When used effectively, your pricing strategy becomes one of the most powerful drivers of both.. Read more

In the modern marketing landscape, a data-driven, customer-centric approach is vital. This importance is why the ‘See-Think-Do-Care’ framework developed by Google’s Avinash Kaushik has become an indispensable tool for me. This guide explains the See-Think-Do-Care framework from a practitioner’s perspective, based on real client work for brands like Stoves Cookers, Northcoders and Hitachi. It includes practical examples, measurement guidance, and a free, reusable slide.. Read more

How to Track Marketing Metrics That Actually Matter Let’s be honest—marketing is drowning in numbers, but not all metrics are created equal. When it comes to driving real business results, Marketing KPIs are the metrics that matter most. While vanity metrics like likes and impressions might look impressive, they rarely connect to meaningful outcomes. Instead, success lies in defining and.. Read more