Blog
Start here for ideas, commentary and the latest thinking on how brands grow.
Category Definition: A Practical Guide for Brand Teams
How brand and insight teams can define their category and…
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 for 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…
