Brand Strategy
Brand Strategy6 min read
The Brief Is Where Most Marketing Work Goes Wrong
The BetterBriefs Project, the largest global study on marketing briefs, surveyed over 1,700 marketers and agency staff across 70 countries. The headline finding was this: 80% of marketers believe they write good brief.....
Brand Strategy8 min read
The Website Redesign Solved the Wrong Problem. Again.
Nearly 80% of website redesigns fail. That figure has appeared consistently across agency post-mortems, client retrospectives, and platform performance audits for years. It does not appear to have changed the way most.....
Brand Strategy7 min read
Buying Decisions Are Not Made Where You Think
The Market You Think You Are Competing In Is Probably Not the Market Buying Decisions Are Made In Most organisations could not tell you exactly when or how they decided which market they compete in. It happened increm.....