Notes on brand, marketing and reading the numbers.
Short pieces on brand strategy, marketing analytics and corporate communications, drawn from real project work.
Analytics
What to measure in marketing analytics, and how to know what to track
Most teams have plenty of data and too few decisions. A practical way to choose the five or six metrics that deserve a place on the page.
Brand
Brand strategy: what it is and how to build one that holds up
The six layers of a brand strategy, and a step-by-step way to build one your team can use.
Communications
Internal communications strategy, and why it matters
Organisations spend heavily telling customers what they do and little making sure their own people know. What a good internal strategy covers and why it pays off.
Career · Reflection
What “locked in” looks like at work
Locking in is the overlap between being visible and staying consistent.
Strategy
How to build a digital ecosystem that communicates consistency and delivers growth
How to connect your website, social channels and email into one system that supports growth.
Communications
Creativity, compliance and the communications skill nobody teaches
Holding creative work and regulatory compliance together is a skill that carries across sectors.
New essays go up as the work gives me something worth writing about.