Writing
Notes on how brands actually grow.
Evidence-led essays on brand, strategy, and the craft of being noticed and remembered.
Harvesting Without Watering: What Sales-Focused Marketing Does to Your Brand
This is not an opinion piece.
The Innovation Process That Accelerates First Mover Brands Into Global Empires
The world’s biggest brands didn’t just advertise harder — they designed business models that created first-mover advantages and opened entirely new buying scenarios. In our latest piece, we break down the innovation process that accelerates brands into global empires.
Sorry, Australia
⚠️ Most marketers were never trained to do the job — and businesses, consumers, and the economy are paying for it. In marketing, a lack of education isn’t just tolerated, it’s rewarded. That gap has flooded the industry with quick wins, discount obsession, vanity branding, funnel worship, and tactical noise passed off as strategy. Over time, brand equity erodes. Trust collapses. Entire categories underperform. This letter is our response to that damage — and our invitation to help fix it.
Convenience Trumps Price
For a few weeks now, a phrase has been stuck in my head: convenience trumps price. It might seem simple, but when you look deeper—especially through the lens of marketing science, behavioural economics, and…
When the Icon Chases Clicks: What Nike’s Performance Pivot Tells Us About Brand Building
In the dynamic world of marketing, the equilibrium between brand building and performance marketing is pivotal. Nike, a paragon of branding excellence, offers a compelling narrative on the repercussions of tilting this balance.
From Silicon Valley to Startup Success: Lessons from a Tech Insider
What does it take to build a multimillion-dollar company from scratch? In this conversation, I had the privilege of speaking with Stuart, a retired entrepreneur who grew up in Silicon Valley, worked alongside some…
A Reliable Guide to Executing a Successful Rebrand Rollout: A Step-by-Step Guide
Rebranding is a pivotal moment for any business, marking a significant transformation that can redefine its identity, values, and vision for the future.
The Strategic Imperative of Brand Building for Airbnb
In an era where digital performance metrics dominate marketing discussions, the resurgence of brand building as a pivotal strategy is compelling. Airbnb's recent success story offers a vivid case study on how prioritising brand marketing can lead to substantial and sustainable business outcomes.
The 7 Unknown Deadly Sins Of Marketing
Advertising spend is an investment into the growth of a business. Therefore it’s vital, and what’s even more important is how it’s spent. For smaller businesses, there is less room for errors and often less budget. Knowing how to do this well can be gleaned from decades of experience and research, but a large part of knowing how to do something right is knowing what you must not do.