Blog
Strategy or tactics?
In many cases, companies don’t need better tactics — they need direction. I often see this with my clients: their funnels are set up
Product thinking might hold you down
There’s a moment from my recent project that I’d like to share. It’s about how product-oriented thinking in IT distorts the perception of a
What Archetypes Make a Brand Actually Being Felt Powerful?
An archetype is not marketing fiction. It’s a compressed, recognizable story that people read intuitively. Hero, Mentor, Rebel, Caregiver… One image—and immediately it’s clear
You can be perfectly optimized for keywords — and still completely invisible. Especially when AI is doing the search.
But here’s the good news: You still have time. Time to think ahead. Time to make your brand meaningful — not just searchable.
Even if you’re losing — you might win, if you’re willing to think. Google is a great example.
Recent research shows that 46–52% of users now begin their search journey with AI tools like ChatGPT. It feels like the era of “just
How Brands Win Their Role in the Market’s Big Story
Reading the article in Journal of Marketing Research “Referencing a Rival Brand Can Increase Consumer Engagement” by Xuehua Wang, David A. Schweidel, and Michael
