Practical guides on marketing strategy, measurement and growth.

Written for founders and marketing leads who want to know what’s working in their marketing, and what to fix first. New here? Start with the marketing audit guide.

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Every guide, newest first.

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Abercrombie & Fitch Brand Check-up: After the Cool Kids

Abercrombie & Fitch brand check-up, May 26, 2026: Jeffries-era exclusion, the Horowitz rebuild, record sales, a slowing namesake brand and a 61% share fall.
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Content Marketing Strategy: Fewer Pieces, More Purpose

More content rarely means more customers. A content marketing strategy built on buyer questions, fewer and better pieces, and measures tied to pipeline.
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Chipotle Brand Check-up: More Restaurants, Fewer Visits

Chipotle grew 2025 revenue 5.4% while comparable transactions fell 2.9%. Our check-up covers the food-safety crisis, the Niccol turnaround and the slowdown.
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Customer Journey Mapping Without the Wall of Sticky Notes

Most journey maps show an ideal path that buyers never take. A lean way to map the real customer journey from interviews and data, and find where buyers drop out.
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Crocs Brand Check-up: Comeback Clog, Costly Second Brand

Crocs brand check-up, March 24, 2026: the 2008 near-collapse, the comeback built on charms and collaborations, and the $737 million HEYDUDE write-down.
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Referral Marketing: Turning Happy Clients Into a Channel

Referrals bring some of the best clients, but most firms leave them to chance. How to make referral marketing predictable, from timing the ask to tracking results.
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Netflix Brand Check-up: From Subscriber Shock to Studio Bid

Netflix grew 2025 revenue 16% to US$45.2 billion, yet its shares sat 42% below their record. We review password sharing, the ad plan and the Warner Bros. deal.
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AI Search: How to Stay Visible When Google Answers First

Google AI Overviews and ChatGPT search answer questions before anyone clicks. What AI search changes for your website and brand, and how to stay visible.
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WeWork Brand Check-up: The Lease Behind the Mission

WeWork was valued at $47 billion in 2019, listed in 2021 and filed for Chapter 11 in 2023. We diagnose a brand that sold a mission but ran on long-term rent.
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What a Brand Strategy Should Contain

Many brand strategies are long on adjectives and short on choices. The parts that matter, the parts that only decorate, and how to put a brand strategy to work.
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Coca-Cola Brand Check-up: Paying to Stay Remembered

Coca-Cola spent $5 billion on advertising in 2024. Our brand check-up covers mental availability, New Coke, Share a Coke, 2025 results and the share price.
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Year-End Marketing Review: Ten Questions Before You Plan Next Year

Before you write next year's plan, review this one properly. Ten questions about results, customers, spend and focus for your year-end marketing review.
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