Articles

01 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 changes the economics, keeps the rigour, and produces a live model that can be rerun after each tracker wave. Article 21 July 2026 9 min read → 02 Avoiding AI Traps in B2B Positioning AI writes fluent B2B positioning that any competitor could claim word for word. A buyer-preference study gives you a way to judge it before it ships. Article 16 July 2026 6 min read → 03 Brand Equity Modelling and Calculating Financial Impact Brand equity valuation turns a perception shift into pounds a CFO accepts, through volume predisposition, price premium capacity, and future growth. Article 16 July 2026 8 min read → 04 Building a Content Engine A practical operating model for multi-channel content: decide the job first, climb the maturity ladder, and remix one anchor asset across every channel. Article 16 July 2026 8 min read → 05 Content Marketing Platforms in 2026: A Buyer's Guide How the content marketing platform market splits into four shapes, what matters when you choose, and which type of team should buy which tool. Article 16 July 2026 8 min read → 06 Mapping Unclaimed Demand in Your Category Demand mapping turns everyday web content into a live picture of what buyers need and which needs no brand has claimed yet. This is the method we use. Article 16 July 2026 8 min read → 07 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 → 08 The Marketing Evaluation Function Generation is cheap now. The durable advantage is the evaluation function: encoded domain judgement that tells a good output from a plausible wrong one. Article 16 July 2026 8 min read → 09 Marketing in the Age of AI An AI marketing strategy field guide: the value chain, how AI changed each box, how to judge B2B positioning, and the evaluation function. Article 16 July 2026 6 min read → 10 The Marketing Value Chain: Where AI Lands Marketing is a value chain from understanding demand to measuring brand value. Almost every AI marketing tool crowds into one box of that chain. Article 16 July 2026 6 min read → 11 The Intelligence Curve Went Vertical 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 → 12 Brand Equity Model: The Drivers of Your Brand A brand equity model built on path analysis maps which perceptions drive volume, premium, and growth, and which tracker gaps are not worth the investment. Article 17 March 2026 8 min read → 13 Demand Space Segmentation: Where Should Your Brand Play? Demand space segmentation maps markets by consumer need states and occasions. Find white space and build a portfolio strategy that wins. Article 16 March 2026 7 min read →