Insights
Notes from the work.
What we're learning from building marketing teams that work with AI: what holds up, what doesn't, and the tools we use ourselves.
Articles
Topics
- Marketing with AI3 min read
Marketing with AI, with a person at every gate
Marketing with AI works when the tools start from your positioning, check their own drafts against written brand rules, and hand every piece to a person before it ships. Most teams bought the tools and skipped the rest. That's why they got more marketing, and not better marketing. - Positioning and launches4 min read
Setting your position
Setting a position means making three calls with your leadership team: who you're for, what you stand for, and what proves it. Research informs those calls. It can't make them, and neither can a tool. - The marketing team of the future2 min read
The marketing team, rebuilt for AI
When AI writes the first draft, a marketing team stops being organized around production and starts being organized around decisions. The roles stay recognizable. What changes is where each person's week goes, and who owns the rules the tools follow. - Positioning and launches2 min read
Ready for market: what has to be true before a launch
A launch date is a plan. Being ready for market means a short list of things are true: the position is set, every claim has proof, sales can tell the story without slides, and there's a way to see what's working. Most launches that slip or stall skipped checking one of them. - How buyers decide5 min read
Behavioral science in advertising: designing ads for how buyers process them
Most advertising shapes what a buyer retrieves and fears when a decision opens months later. ELM, prospect theory, source credibility, two-sided messaging, and repetition research show how to design an ad for the processing route it will actually get, and a five-question audit finds where a campaign is exposed. - How buyers decide6 min read
Behavioral science in brand strategy: building a brand buyers retrieve and trust
Most brand strategy optimizes for how buyers rate a brand, while most buying depends on whether they recall it. Keller's brand equity model, mental availability, ELM, source credibility, and prospect theory show how to build a brand buyers retrieve at the moment of need and trust once evaluation starts, and a five-question audit finds where yours is exposed.
Outfokus
What we're reading, testing and arguing about.
- Repositioning5 min read
How to reposition a B2B brand
Repositioning a B2B brand is a decision to compete on different ground, and it holds only when the go-to-market system underneath it moves with the message. Attempts usually fail on the exclusions nobody was willing to name, or on an announcement that reached the market before sales could run the new story. Search equity is the quieter casualty, discarded by accident when the site rebuild ignores the old category language. - How buyers decide6 min read
Using behavioral science in marketing: a working method
Most advice on behavioral science in marketing stops at a list of biases. This is the working sequence we use: four academic frameworks, the specific decision each one governs, and how to build them into the assets of a go-to-market system so they outlast a single landing page. - How buyers decide7 min read
Behavioral science in market research: designing studies that predict what buyers do
Market research keeps measuring what people say, then acting surprised when buyers do something else. Behavioral science treats that gap as a design problem. ELM, framing effects, social proof, and source credibility each change how a study gets built and how its results get read.