HOME · INSIGHTS

Strategic marketing, made practical

HOME · INSIGHTS

Strategic marketing, made practical

No, 95% of launches don't fail. The real number is more useful.

The failure-rate myth, corrected — and why most launches never win sustained share. With the Schweppes pipeline.

Positioning is a filter, not a tagline

Consumers detect true differentiation only ~10% of the time. Why positioning is a filter, with Dove and Singapore Airlines.

The 60/40 rule: why brand-building beats another promotion

The IPA evidence for splitting spend ~60% brand to 40% activation — and the ESOV rule that predicts growth.

Pricing is the fastest lever on profit. Most marketers never touch it.

How Coca-Cola grows on price/mix — and how GoPro and Fitbit lost the business by losing pricing power.

Segmentation vs targeting: the difference that grows brands

Targeting is an act of exclusion. How Snickers and Cadbury grew by choosing who not to chase.

Tactics vs strategy: why doing more is not doing better

Most marketing teams are busier than ever and less strategic than ever. Here's how to tell the difference — and climb off the treadmill.

Thank you!

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