Insights
Thinking behind better marketing decisions.
Research, analysis and practical thinking on the decisions behind marketing investment.
Latest insights
Interbrand 2026 and the decisions behind a valuable brand
What this year's Best Global Brands report means for businesses deciding where to focus, what to protect and where to invest next.
Do you know when to stop?
Knowing when to stop takes more than a bad week’s results. We explore how performance evidence and commercial context help you decide what to continue, what to improve and where to change course.
Why the value of our work comes before any discussion of implementation
An agency can deliver exactly what you asked for, but was it the right investment? We explain how independent research and analysis help establish what deserves your budget before implementation begins.
The "Maybe" Trap: Why Redesigning Your Website Won’t Fix Your Business
Before investing in a website redesign, learn how to identify what’s holding your business back and focus your marketing budget where it matters most.
When Marketing Decisions Still Come Back to the Owner
Why growing owner-led businesses can have plenty of marketing activity but still lack a clear basis for deciding what deserves attention and investment next.
Your Marketing Budget Shouldn’t Start With Last Year’s Spreadsheet
How to challenge inherited marketing spend, compare competing opportunities and allocate budget around where the strongest commercial case sits.
Before You Invest More in Marketing, Know What Needs to Change
How to identify the commercial problem behind your marketing, compare competing opportunities and decide where investment has the strongest case.