Deep Dives
Comprehensive analysis of complex marketing challenges.
Has Your Purpose Ever Lost an Argument? A values page with no decision behind it is copy. Read the article More on deep dives
- The Bonus That Killed Blockbuster Antioco earned 200% of his 2006 target bonus under the board's own numbers. The board paid him none of it.
- Brand Is a Balance Sheet Item A CFO will pay eleven billion dollars for a brand in an acquisition and refuse to fund it with eleven million in a budget.
- The Cost-Center Trap When value goes up and budget goes down at the same time, you're not underperforming. You've been reclassified.
- The Trust Premium As AI makes production free, the scarce asset stops being reach or quality. It becomes trust. Here's where to spend it.
- What's Your First-Party Data Worth Now? The cookie that was supposed to die is still alive. The thing you built to replace it is the part now at risk.
- Make Your Brand Machine-Readable Last week the agent did the buying. This week, how you get it to pick you, ranked by what's actually proven.
- Marketing to Machines Agentic commerce isn't a new channel. It's the end of the relationship you're paid to build.
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