Pricing Research
The London Ice Cream Price Index 2026: What the 99 Flake Tells Us About Pricing
What the humble 99 Flake can teach us about reference pricing, price anchoring and consumer psychology.
·9 min read
Read insight →Insights
Commercial thinking, in print.
Perspectives on positioning, go-to-market strategy, AI in marketing and revenue growth — written for operators and boards, not marketers.
Featured essay
Articles
Positioning & Competitive Advantage
Positioning & Competitive Advantage
Why most positioning statements fail before the first slide
Positioning is not a paragraph in a deck. It is the reason a buyer picks you over the alternative — and most companies have never written that down.
·4 min read
Read insight →AI in Marketing
AI in Marketing
AI in marketing: what actually moves revenue in 2026
Beyond the hype cycle — the small number of AI applications inside marketing teams that are producing measurable commercial results today.
·5 min read
Read insight →Marketing Leadership
Marketing Leadership
What is a Fractional CMO? A Founder's Guide to the Role, Cost, and When to Hire One
A senior marketing leader on part-time terms — what a fractional CMO actually does, how they compare to full-time hires and agencies, and when the model pays for itself.
·6 min read
Read insight →Commercial Clarity
Occasional, practical perspectives.
Occasional, practical perspectives on positioning, go-to-market strategy, AI and revenue growth. No generic marketing news.