4 min read
Brand Positioning Statement: What It Is and How to Write One
A brand positioning statement defines the specific place your brand occupies in the mind of your target audience. It answers who you are for, why...
Strategy
6 min read
Your Next Customer Isn’t Googling You. They’re Asking ChatGPT.
What is Generative Engine Optimization? Generative engine optimization (GEO) is the practice of making your brand visible in AI-generated answers....
5 min read
Incrementality Experiments: Measuring What Actually Works
Every CMO is chasing the same question underneath all the dashboards and attribution reports: which parts of my marketing actually create new demand,...
7 min read
Why Your CFO Doesn't Trust Marketing & How to Fix It [Free Template]
Build trust with your CFO by replacing scattered marketing metrics with a focused measurement system: pick 1-2 conversion events finance already uses...
4 min read
8 Steps for Conducting a Year-End Marketing Review
Another year down, which means it's time for marketers everywhere to shift from execution mode to evaluation mode.
4 min read
Why Comfortable Rebrands Fail
Have you ever been part of a rebranding project and had a board member or senior leader say, "That's not who we are."
5 min read
Brand Vs. Performance Marketing: How To Find The Right Balance
Brand marketing builds awareness and trust over time. Performance marketing drives immediate, measurable actions like clicks, signups, and sales....
5 min read
The End of 'Member-First' as a Differentiator: How to Win in a Flat Market
Credit unions have always claimed to put members first. But so does everyone else now, including big banks and fintechs. In a marketplace full of...
3 min read
How AI Overviews Are Reshaping Search Marketing and Content Strategy
AI-powered search is rewriting the rules of digital visibility. With the rise of AI Overviews (AIOs), rich snippets that provide immediate,...
4 min read
The Decoy Effect: How a Third Option Can Steer Consumer Decisions
When thinking of conversion rate optimization, people often jump right to page design; however, the psychology behind decision-making often plays an...