Marketing Insights

Writing on what actually moves growth - marketing effectiveness, behavioural science and AI. No fluff, no jargon for its own sake.

Distinctive brand assets on an SME budget

You don't need a rebrand or a retainer to be recognisable. How smaller businesses build the colours, phrases and quirks that make marketing spend accumulate instead of evaporate.

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The 95:5 rule - why most of your buyers aren't buying yet

At any given moment, roughly 95% of your potential buyers aren't in the market. What that means for how you split your marketing between brand and activation - and why patience is a strategy, not a weakness.

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AI search rewards the one thing humans always have: trust

Getting cited by AI isn't a new technical game - it's the oldest game in marketing, now with a machine as the first gatekeeper. What E-E-A-T, the messy middle and mental availability have in common.

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