Marketing strategy isn’t a collection of campaigns, channels or tactics. It’s about diagnosing the right problem, deciding where growth will come from and making deliberate choices about where to focus, and what not to do.

Photo by Changsu Im on Unsplash Every company has a strategy. Every company has messaging. Surprisingly few have anything that consistently connects the two; a shared reason, sitting above both, that explains why the strategy is right and why the messaging should say what it says. That connective layer is commonly referred to as a strategic narrative, although organisations use different labels for closely related ideas, including commercial narrative and corporate narrative.

Positioning, in the end, is not simply about inventing the most compelling story. It is about identifying the level of abstraction that best balances customer relevance, competitive distinctiveness and organisational credibility, and reinforcing that association so consistently, through products, behaviour and communication, that it becomes the one customers instinctively associate with the category itself

Pipeline rarely breaks all at once. More often, momentum fades in the middle as priorities shift, stakeholders disengage and perceived risk grows. Here’s where B2B pipeline actually slows down—and how marketing can help deals keep moving.

Marketing’s connection to revenue is often treated as a reporting or attribution problem. But the deeper issue is structural: understanding where marketing influences demand, conversion and value across the growth system.

B2B marketing hasn’t fundamentally changed. What has changed is how quickly weak segmentation, positioning and commercial alignment show up in revenue, as measurement, capital discipline and AI make marketing’s financial consequences increasingly visible.

A healthy pipeline doesn’t always translate into revenue. When early-stage conversion holds but late-stage deals stall, the constraint may not be demand—it may be commitment, risk and internal alignment.

AI search is changing how content gets discovered, retrieved and used. As search shifts from information discovery to decision support, marketers need to rethink visibility, content strategy and how search influences the marketing funnel.

Full-funnel marketing can look healthy while buyer momentum quietly stalls. The problem is often not a failing stage or missing tactic, but a mismatch between what marketing is emphasising and the uncertainty buyers are trying to resolve.

Brand authenticity isn’t created through messaging alone. It emerges when strategy, behaviour, culture and communication align—and marketing leaders play a critical role in keeping that alignment credible.

Marketing is often reduced to campaigns, content and channels. But effective marketing starts much earlier—with strategy, diagnosis, positioning, human behaviour and organisational alignment. These 11 principles explain how marketing really works.

Business storytelling is more than creativity. It uses structure, clarity, emotion and meaning to make complex ideas easier to understand, remember and act on—especially in B2B environments.

Slow marketing is about replacing constant activity with greater awareness, learning and intention. Seven lessons from the Feldenkrais Method reveal a more human, adaptive approach to sustainable marketing

Most marketing is forgotten almost immediately. But creativity, surprise and emotion can help brands capture attention and stay in memory. Here’s what marketers can learn about making ideas stick.

Not every successful brand needs to inspire brand love. From friendship and communal relationships to deeper forms of attachment, understanding different types of emotional brand connection can help marketers build more meaningful brands.

Awe can change how we see, think and connect. Exploring the psychology of awe reveals useful lessons for marketers and innovators seeking to inspire curiosity, creativity and deeper emotional connection.

When we talk about innovation in the business-to-business (B2B) world, the focus often falls on technology, processes, ROI, and KPIs....

Recently, my quest for a new climbing helmet led me to discover Mips patented technology— originally developed for high-speed sports....

Learn how to leverage on the power of identity to increase the effectiveness of your marketing efforts and personal goals.

In the past weeks there’s been a lot of discussions within the marketing industry about McDonald’s latest campaign, which by featuring no...