Insights

Writing on marketing, pricing and brand

Working notes on how the decisions actually get made. Written to be useful whether or not you work in marketing.

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  Marketing Is Not a Department
  Why the org chart misplaces the function, and what that costs
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  Segmentation: Sorting Versus Understanding
  Six standard approaches, why they fail silently, and two alternatives that predict behaviour
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  Brand Architecture Is a Commercial Decision, Not a Design One
  Four structures, three tests, and what the choice is actually worth
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  How to Kill an Idea Properly
  The most valuable thing a development process does is stop things – early, cheaply, and on evidence
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  Pricing: The Highest-Leverage Decision You Make Least Often
  Why price moves profit further than anything else, and the reversal that changes how it is set
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  How to Write a Brief
  Producing output has never been cheaper. Which makes the brief the only thing left that separates good work from expensive noise
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  Proving a Loyalty Programme Is Viable Before You Build It
  The economics of a coalition programme, and how to model one honestly
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  Marketing Organisation and Capability
  What a real structure looks like, how to size it, and the layer that decides whether any of it works
  Read