Blog
Start here for ideas, commentary and the latest thinking on how brands grow.
Brand Asset Examples: Distinctive Assets That Drive Recognition
Why Distinctive Brand Assets Matter for Mental Availability The brand…
Brand Consistency Examples: How Consistent Assets Build Recognition
Brand consistency is a memory-building discipline. Consistent application of Distinctive…
Brand Differentiation Examples: How Leading Brands Standout and Win Market Share.
Introduction: Learning from Successful ‘Relatively Differentiated’ brands The Brand differentiation…
Product Differentiation Examples: How to Create Competitive Advantage
Introduction: Learning from Product Differentiation Examples The Product Differentiation examples…
Brand Tracking Surveys: A Practical Guide to Effective Brand Health Tracking.
Introduction: How to Make Brand Tracking Surveys Relevant in 2026…
Customer Experience Strategy: How to Improve it Across Touchpoints
A strong Customer Experience Strategy acknowledges that consumers, and buyers,…
Innovation Strategy Examples: Why Some Succeed While Others Fail
Without a deep understanding of the situations, needs, and cues…
Optimise for AI Search Using Real Customer Demand
To be surfaced at the right moment, whether by consumers…
Brand Portfolio Strategy: How to Manage Overlapping Brands
How do you manage two brands that consumers already see…
Why Mental Availability is More Powerful Than Awareness
In many organisations, marketers are facing a familiar and frustrating…
Buyer Behaviour: How Mental Availability and Perception Influence Brand Choice
Our job as marketers is to influence buyer behaviour. At…
How To Identify Growth Opportunities in a Market Using Category Entry Points
If you’re responsible for brand strategy, one of the most…
Brand Growth Strategy: Four Themes Behind Stronger Brand Performance
An overview of the brand growth strategies being deployed by…
Marketing Analysis Framework: 5 Steps to Find Growth Opportunities Using Category Entry Points
We show how CEPs help tie brand metrics to business…
A Category Entry Point Case Study for Chocolate
How to grow Mental Market Share by building ‘Mental Penetration’…
Marketing Effectiveness: How to Build Team Capability for Brand Growth
Companies that embed Marketing Effectiveness principles into their organisation are…
Brand Budget: How to Focus Spend for Brand Growth
We offer a set of guidelines and some shared experiences…
Demand Spaces and Mental Availability: How they work together
Why Category Entry Points are the vital link between Mental…
Brand Planning Process: 6 Ways to Build Better Commercial Plans
This article is written with a CMO or Brand Leader…
Challenger Brand Strategy: How Smaller Brands Can Win
We offer a set of actions that will help grow…
Brand Investment: How CMOs and CFOs Can Align Around Growth
Martin Coyle shares what he found to be the most…
Mental Availability Assessment: 6 Stages to Better Brand Strategy
In this article we walk you through how to use…
Brand Strategy Framework: How to Build a Strategy Worth Investing In
The best brand leaders don’t spend months on brand planning,…
Mental and Physical Availability: How Brands Become Easy to Think of and Buy
No matter the size of your brand there is ample…
