Strategic perspectives on performance marketing, portfolio theory, and the economics of digital advertising. Where financial frameworks meet paid media.
When you dilute your positioning to appeal to everyone, you appeal to no one. Sometimes the best marketing move is being explicit about who you're NOT for. A lesson from the absurdity of Fawlty Towers.
Read articleBrand equity has a J-curve return. Early investment feels like waste until it compounds into defensible enterprise value. The difficult part is maintaining conviction during the uphill years.
Read articleTo access higher returns in performance marketing, you must accept higher volatility. The clients who win understand that accepting short-term volatility is how you earn long-term stability.
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