Insights
Notes on marketing decisions.
Each guide answers one question, with steps, decision rules and a checklist.
Briefing · 7 min
How to write a marketing brief people can act on
What should a brief contain so the first round of work is usable?
A brief is a decision record, not a wish list. Here is a structure that answers the questions a strategist or designer will ask on day one.
Strategy · 6 min
Brand positioning and advertising creative are different jobs
Positioning chooses a place in the customer's mind. Creative earns attention for that place. Mixing the two is the most common reason campaigns feel off-brand.
Campaigns · 8 min
How to plan the assets for a product launch
Launches fail on logistics more often than on ideas. Plan assets backwards from the launch date, by channel, with one owner per line.
Measurement · 7 min
How to choose marketing metrics that lead to decisions
A metric is useful only if someone will act differently when it changes. Start from decisions, then pick the numbers.