Marketing Insights & News | Anthony Tattum, Birmingham

Marketing insights

Budget 2026: three things to plan around in 2027

Three things from the 2026 Budget worth building into your 2027 plan, if you run a founder-led, family or PE-backed business.

Marketing science

28 October 2026

2 min

Brand

Brand is back on the board agenda. The numbers explain why

Brand or performance marketing? The evidence says both. Why brand is back on the board agenda for scale-ups and investor-backed businesses.

Brand

22 October 2026

6 min

Brand

A woman reviewing a document alongside a humanoid robot working at a computer

Your marketing team is part human, part AI now. Who's keeping the brand consistent?

More and more marketing is produced by AI as well as by people. Without a shared source of truth, quality slips and distinctiveness fades. A brand code fixes that at the start, not the end.

Brand

7 October 2026

7 min

Behavioural science

A focus group discussing an advert in a research viewing room

Your customers aren't lazy. They're satisficing.

Rational ad testing doesn't fail randomly, it fails in one direction. Why customers satisfice, why we keep asking anyway, and what to measure instead.

Behavioural science

17 September 2026

6 min

Marketing science

A woman browsing the internet on a laptop

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.

Marketing science

8 September 2026

5 min

Brand

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.

Brand

27 August 2026

4 min

Marketing science

Anthony Tattum in conversation with a client, papers in hand

Growth doesn't come from a better website - it comes from the marketing system

Growth doesn't come from better PR, sharper creative or a new website. It comes from a marketing system working in harmony - diagnosis before strategy, strategy before tactics, and demand generation running alongside demand harvesting.

Marketing science

5 August 2026

4 min

AI & SEO

A small wooden robot with a light bulb on its head

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.

AI & SEO

22 July 2026

6 min

Marketing insights and news