Marketing fundamentals the way Kotler meant them, portfolio strategy from lived experience, and honest reporting from the AI front line. Written from daily practice across a multi-brand portfolio, not from the sidelines. Also published on LinkedIn.
Kotler's STP is still the spine of real strategy. What it looks like in practice when your buyers range from site foremen to gift shoppers.
Read the articleAI changed marketing's tools, not its physics. Kotler's questions still decide whether the fast new execution is aimed at anything.
Read the article92% of brands are failing at AI search visibility. Generative Engine Optimisation (GEO) is the new game: getting cited by AI, not just ranked by Google.
Read the articleLessons from running portfolios of 5, 9 and 14 brands at once: distinct positioning per brand, shared infrastructure underneath, and one budget logic above it all.
Read the articleClaude, ChatGPT and Gemini every single day, and four things where human judgment still wins every time.
Read the articleAcquisition gets the applause; retention pays the bills. Lifecycle flows, behavioural segmentation and the CLV lens, from someone who has built them across 17 brands.
Read the articleThird-party cookies are gone, privacy rules are tighter, and the brands in good shape are the ones that did the unglamorous owned-channel work.
Read the articleEquipment buyers research for months and buy for decades. What actually works: research-stage visibility, proof over promises, and owned media between purchase cycles.
Read the articleAgencies lost 8% of their workforce in 2025 and Forrester forecasts 15% more cuts in 2026. The execution work moved in-house, and AI is why.
Read the articleBinet and Field's 60/40 logic, Byron Sharp's availability, and what they mean when your budget is a rounding error compared to the case studies.
Read the articleMcKinsey estimates agentic AI could power two-thirds of current marketing activities. Here's what that means in practice, from someone using it daily.
Read the articleTwo marketers, same title, same salary, completely different output. AI literacy is now a baseline skill, not a differentiator.
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