News & insights

Thinking, in public.

What we’re seeing across the brands we advise — written for the people who make the decisions, not just the slides.

Growth5 min read

How Much Should a B2B Company Spend on Marketing?

How much should a B2B company spend on marketing? A practical guide to benchmarks, stage-by-stage ranges and where the money should go.

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AEO5 min read

What Is Answer Engine Optimisation (AEO)?

Answer engine optimisation (AEO) is how you get cited by AI assistants. A plain-English guide to what it is and how to do it well.

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Strategy3 min read

The Death of the Full-Funnel Excuse

For a decade, 'brand takes time' was marketing's favourite way to dodge accountability. In 2026, the excuse has finally run out of road.

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GEO5 min read

Generative Engine Optimisation (GEO): A Guide

A practical guide to generative engine optimisation (GEO): how to make your brand visible and quotable inside AI-generated search results.

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Advisory5 min read

How to Choose a Marketing Consultancy

How to choose a marketing consultancy: the questions to ask, the red flags to avoid, and how to tell strategy from expensive activity.

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Growth5 min read

How to Build a B2B Marketing Pipeline

How to build a B2B marketing pipeline that sales can rely on: from demand and content to the metrics that keep it honest.

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Branding5 min read

A Brand Positioning Framework That Works

A step-by-step brand positioning framework: how to define a position you can own, express it clearly, and make your whole company repeat it.

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Thought Leadership5 min read

Founder Personal Branding: A Practical Guide

Why founder personal branding drives company growth, and a practical guide to building yours without turning into a LinkedIn caricature.

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Branding3 min read

Your Brand Voice Is Not a PDF

Most companies have brand guidelines. Almost none have a brand voice — and that gap is why so much corporate content sounds identical.

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PR5 min read

How to Get Press Coverage for a Startup

A practical guide to earning press coverage for a startup: what journalists actually want, how to pitch, and how to build a story worth covering.

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PR5 min read

Digital PR: A Strategy for Modern Brands

What digital PR is, how it differs from traditional PR and SEO, and how to build a digital PR strategy that earns coverage and authority.

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Advisory4 min read

What Is a Marketing Audit (and Do You Need One)?

What a marketing audit is, what it covers, and how to tell whether your business needs one before spending another pound on marketing.

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Content5 min read

How to Build a B2B Content Strategy

How to build a B2B content strategy that generates pipeline: from audience and intent to formats, distribution and measurement.

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Thought Leadership5 min read

Thought Leadership That Actually Drives Revenue

Most thought leadership is neither. Here's how to build a thought leadership programme that shortens sales cycles and wins deals.

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Trends3 min read

Marketing in the Age of the Answer Engine

Your next customer may never see your website. As AI assistants become the first research stop, winners are the brands machines can quote.

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Growth5 min read

How to Allocate Your Marketing Budget

A clear framework for allocating a marketing budget across brand, demand, channels and experiments — and knowing what to cut first.

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Branding5 min read

Rebrand vs Brand Refresh: How to Decide

Rebrand or brand refresh? How to tell which one you actually need, what each involves, and how to avoid an expensive mistake.

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Measurement5 min read

How to Measure Marketing ROI

How to measure marketing ROI honestly — from attribution and incrementality to the pipeline metrics that actually convince a finance director.

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