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The Attention Economy Is Ending, The Intent Economy Is Taking OverFor two decades, the internet ran on attention. Brands bought impressions. Platforms sold reach. And a handful of companies like Google, Meta, Amazon captured more than half of all digital ad spend. In the UK and US,…
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The Distinctiveness vs. Relevance Debate Is a DistractionThere is too much noise in branding. Relevance versus distinctiveness. Meaning versus availability. Differentiation versus reach. This is the wrong fight. Strong brands do not choose. They build a system. Relevance…
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Perplexity AI: Brand Optimization in the Intent EconomyThe ideal objective for a marketer has always been clear: to know when a person needs something. To understand the goal they’re trying to achieve. To respond in that moment with an offer that fits. To see how the person…
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AI Default Brand Strategies: Win AI RecommendationsThe ideal world for a marketer has always been clear. To know when a person needs something. To understand the goal they’re trying to achieve. To respond in that moment with an offer that fits. To see how the person…
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Satya Nadella’s AI Strategy: 5 Warnings for LeadersExecutive Summary The World Economic Forum in Davos this week marked a turning point in how global leaders talk about AI. The narrative shifted from promise to reality friction—from “AI will change everything”…
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The Multiplier Effect: Brand Strategy and InnovationIf your brand is the operating system for growth, then innovation is the application that runs on it. Yet for most organizations, launching something new feels less like a strategic process and more like a high-stakes…
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Forget the Journey: Win with Customer ActivitiesIt’s Not About the Customer Journey: Why Customer Activities Define the Future of Marketing in 2025
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