Strategy
Brand strategy, positioning, and evidence-based marketing frameworks.
The Creator Effectiveness Playbook: Brand Memory Over Cheap Views
New data from 1,217 paid ads and $70M in spend proves creators build brands - but only if you measure what actually sticks.
Cannes Lions 2026: Day 3 Top Campaigns, Deconstructed
Cannes Lions Day 3 proved that when you stop treating audiences like targets and start treating them like humans with taste, magic happens.
Cannes Lions 2026: Day 1 Top Campaigns, Deconstructed
Day 1 of Cannes Lions 2026 is in the books. Here is our brutally honest breakdown of the campaigns that chose human truth over corporate wallpaper.
Cannes Lions 2026: Watch every Grand Prix winner from day 1
Day 1 of Cannes Lions 2026 just wrapped. Here is our brutally honest strategic breakdown of the Grand Prix winners that actually earned their metal.
The Million Dollar Puzzle: When Your Super Bowl Ad Is Also Your Stress Test
Salesforce and MrBeast turned a 30-second Super Bowl spot into a 276,000-player scavenger hunt that ran live on Salesforce's own infrastructure. The ad did not describe the product. It was the product, under load, in public.
Messaging & Communication Frameworks: Turning Strategy Into Something Worth Saying
Strategy that nobody can repeat is just an expensive secret. These four messaging frameworks - Venn Diagram, Idea Cascade, Pyramid of Truth, and Message Map - take a clever strategy and turn it into one line a stranger could say back to you.
The Audience & Insight Frameworks: How to Actually Understand the Human You're For
Most audience work describes people instead of understanding them. These six frameworks - Jobs To Be Done, Bullseye Customer, Empathy Map, Customer Persona, Customer Journey Map, and the Insight & Tension Statement - get you to the human truth that unlocks the idea.
Business Strategy Frameworks: 14 Tools for the Bigger Calls
Fourteen business strategy frameworks, grouped by the job they do - positioning, analysis, customer value, the creative brief, diagnosis, and goals - with an honest note on when each one earns its keep.
Funnel & Behavioral Frameworks: Moving People From Strangers to Regulars
AIDA, AARRR, Fogg, the Hook Model, CEP, the Messy Middle. The frameworks that move people from never-heard-of-you to acting, then doing it again - and an honest read on when each one actually fits.
Brand Strategy Frameworks: Build a Spine, Not a Mood Board
Brand strategy frameworks for deciding what a brand actually is - identity, meaning, positioning. When each onion, pyramid and prism earns its place.
Your ROI is the wrong number, says Peter Field
Marketing has been optimising the smaller number for a decade. New IPA Effectiveness data: ROI is 11% of what makes campaigns work. Budget is 89%. The size problem we don't admit.
How to Find a Great Insight (Alone, Right Now And Without a Research Agency)
Ten techniques for digging up a real human truth, an AI that runs them on your brief in a minute, and a one-click Google-grounded research feature that either confirms the insight or politely tells you it is fiction. Exportable to a PPTX before the client meeting.
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