For much of the last decade, marketers have been obsessed with attention. How to capture it? How to buy it? How to optimize it? How to convert it? Yet one of the clearest messages emerging is that attention alone is becoming a weaker predictor of growth. Trust, increasingly, is becoming a more valuable asset. Consumers […]
The New growth Playbook : Trust Is the Most Undervalued Growth Asset Read More »
The returns your dashboard can’t see are the ones that compound. Let me give you a number that should stop every CMO in their tracks. Kroger ran a brand campaign. Standard attribution tools measured the impact. What they captured was 17% of the actual sales effect. The other 83% was real, measurable, and happening —
Your Campaign Report Is Only Showing You 17% of the Story. Read More »
For decades, business leaders believed that scale was the ultimate competitive advantage. Build distribution. Build awareness. Build market share. Build operational efficiency. Do it well enough, and growth would follow. That formula created many of the world’s most successful companies. It is also becoming increasingly insufficient. One of the clearest messages emerging is that competitive
Two weeks ago, I argued that being absent from an AI-generated answer is now more damaging than ranking second in a search result. The response was strong. The fair follow-up question was: where’s the proof this is already happening, not just theorised? Two data points, from two different directions, answer it. 1. The Consumer Side
I Said the Click Was Dying. The Data Agrees. Read More »
For decades, marketers built careers around mastering execution. Their ability to craft campaigns, manage channels, and produce content at scale created competitive advantage. Today, that advantage is evaporating because execution is becoming abundant. One of the most consequential discussions centred on a reality many organisations have yet to fully absorb: AI is changing what creates
When Machines Do Marketing, What Must Marketers Become? Read More »
