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Essays worth coming back to
AI in Copywriting: The Complete Guide for Marketers
What is AI copywriting, how does it work, and when should you use it? A complete guide to tools, limits, ethics, and practical tips for marketers.
Marketing Trends 2026: Where Marketing Is Actually Heading
I've grouped the 2026 marketing trends into two areas — technology and people — so you can see which ones are worth putting to work in your own strategy.
Social Media Trends 2025: Why Platforms Are Copying China
Forget the usual trend list. Here's how in-stream commerce, AI avatars, vertical video, and platform federation are reshaping social media in 2025.
Gamification in Contests: A Step-by-Step Guide
Running contests for business partners? Learn a six-step framework for using gamification mechanics to boost engagement and loyalty.
Value Proposition: The Missing Piece of Your Brand Strategy
A value proposition is one of the core building blocks of your brand. Learn how to build yours, step by step, with real-world examples.
How Do You Win the Price War? By Avoiding the Fight
“Company X sells it cheaper.” Your instinct is to cut the price. Do not. Ways to make the comparison harder and win the price war without fighting it.
The Psychology Behind The Pricing Strategy
You are almost certainly pricing too low. What research on elasticity, pretty prices, prestige pricing and package deals says about setting prices right.
Six Types of Ads To Include When Designing an Advertising Campaign
A customer who has never heard of you will not buy. Six types of ads, mapped to the stage of the journey they serve, and how to sequence them.
How to Start Building a Brand: Find Your Insight First
Where should brand building actually start? Not with a mission statement or a target audience. Start with the consumer insight instead.
Designing The “First Day At Work” Experience
Employer branding is not a recruitment ad — it is what happens on day one. A practical walk-through of designing the first day at work so people stay.