Category: Marketing
Positioning, channels, SEO, AEO and GEO.
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Every brand is telling a story. Most are telling it badly.
A narrative map and a brand bible sound like agency artifacts. They are the two documents that stop a company contradicting itself in public.
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The list is the only audience you own
Every other channel is a tenancy. The email list is the one asset that survives an algorithm change, a platform collapse or a policy you had no say…
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Rented attention and owned attention
The argument between paid advertising and search optimization is usually framed as a question of cost. It is really a question of what you still have when you…
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How to become an authoritative voice
Nobody hands you authority. You assemble it, in a specific order, and most of the order is unglamorous. Here is the sequence that worked for me — blog,…
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An eight-second audience
A generation that has never known a world without social platforms is not simply a younger version of the last one, and most brand messaging aimed at them…
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A perfect rating reads as a lie
An unbroken wall of five stars now does the opposite of what it was supposed to do — to customers, and increasingly to the systems reading on their…
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Nobody likes a self-obsessed brand
Most company social accounts read like someone talking about themselves at a party. The fix is not better writing about yourself. It is talking about other people.
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The tactics changed. The absence of a plan didn’t.
In 1999 the question was why do I need a website. In 2015 it was why do I need an app. In 2026 it is what do I…
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Four stages and three layers
Every marketing seminar I have sat through says the same three things. The gap is never knowing what to do — it is knowing where each thing goes.
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Nobody searches for your company name
Branding and search optimization pull in opposite directions, and early-stage companies almost always resolve the tension the wrong way round.