Blog
Start here for ideas, commentary and the latest thinking on how brands grow.
Category Entry Points: The Mental Pathways to Brand Choice
The key facts for CMOs Category Entry Points (CEPs) are…
Mental Availability: A Strategic Guide for Brand Leaders
Why Mental Availability Should Be on Your Board Agenda Mental…
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 But the Majority 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 Brand Awareness is Not as Important as You Might Think.
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 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…
Category Entry Point Case Study: 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: Donʼt Try to do More with Less; 5 Steps to be more effective.
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…
