Articles

01 Challenges With Synthetic Personas and Their Best Use Cases Synthetic personas invent context and flatten answers. The published remedies, the best use cases, and our proposal to group by profile and occasion. Article 19 September 2026 12 min read → 02 Financial Brand Equity Tracking and the CFO Reporting Cycle Financial brand equity tracking reports brand equity as money, on the finance calendar. This article covers the tracking routine, the CFO pack section and how to begin. Article 22 August 2026 7 min read → 03 What Is Brand Equity? Brand equity is the commercial value a brand name adds beyond the product. This guide covers the definition of brand equity, how it is measured and how it is valued in money. Article 22 August 2026 8 min read → 04 The Shift From Advice to Decision-Making Systems Strategy delivered as a deck is losing its usefulness. Companies now need a decision system they can query, update and connect to their own AI systems. Article 17 August 2026 5 min read → 05 Causal Brand-Equity Modelling with an AI Copilot Tested causal brand-equity modelling has been a slow, expensive expert project. An AI copilot on a validated engine keeps the rigour and produces a live model that can be rerun after each tracker wave, at lower cost. Article 21 July 2026 9 min read → 06 Judging AI-Written B2B Positioning AI writes fluent B2B positioning that any competitor could claim word for word. One test catches it before it ships. Article 16 July 2026 5 min read → 07 Brand Equity Modelling and Calculating Financial Impact Brand equity valuation prices a perception shift in pounds a CFO accepts, through volume predisposition, price premium capacity, and future growth. Article 16 July 2026 8 min read → 08 Building a Content Engine This operating model for multi-channel content sets the content's job, works through the maturity phases and adapts one anchor asset for each channel. Article 16 July 2026 8 min read → 09 Content Marketing Platforms Sixteen content marketing platforms in four product types, with shortlists for solo creators, small teams, agencies and enterprises, and three stack patterns. Article 16 July 2026 8 min read → 10 Mapping Unclaimed Demand in Your Category Demand mapping builds a current picture of what buyers need, and which needs no brand has claimed, from everyday web content. This is the method we use. Article 16 July 2026 8 min read → 11 Marketing Before and After AI: A Map of the Value Chain AI compressed cost and time across the marketing value chain. A box-by-box map of where it helps, and the failure mode in each stage. Article 16 July 2026 6 min read → 12 The Marketing Evaluation Function Generation is cheap now, so the durable advantage is an evaluation function that encodes domain judgement and tells a good output from a plausible wrong one. Article 16 July 2026 8 min read → 13 Marketing in the Age of AI An AI marketing strategy series covering the value chain, how AI changed each stage, how to judge B2B positioning, and the evaluation function. Article 16 July 2026 6 min read → 14 The Marketing Value Chain and the Concentration of AI Tools Marketing is a value chain from understanding demand to measuring brand value. Almost every AI marketing tool works in one box of that chain. Article 16 July 2026 6 min read → 15 Self-Improving AI Models and Marketing Research AI models now help build the next AI models. The consequences of recursive self-improvement for marketing research and experimentation. Article 16 July 2026 7 min read → 16 Brand Equity Model: The Drivers of Your Brand A brand equity model built on path analysis maps which perceptions drive volume, premium and growth, adding a causal layer to the Keller and Aaker frameworks. Article 17 March 2026 9 min read → 17 Demand Space Segmentation for Brand Portfolio Strategy This article explains how demand space segmentation maps markets by consumer need states and occasions, and how to use the map to find white space. Article 16 March 2026 7 min read →