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We always start with the same question, "Who is your customer?" For decades, this was how we began every engagement. Clients would hire us expecting marketing magic, and we'd deliver it, but not before doing the hard work they didn't realize was required: getting into the mind of the customer. The problem was, we were almost always doing this after the fact and without the resources we actually needed. We'd patch together competitive intelligence from public sources, run surv

Brand, Performance, and the Structural Correction in Marketing If you’ve been in enough marketing conversations lately, you’ve probably noticed something subtle but unmistakable. The conversation has changed. Not loudly. Not dramatically. But steadily. The language is shifting away from performance marketing and what worked last quarter, and back toward questions that sound almost unfashionable in modern marketing. What do we actually stand for? Why would someone choose us am