Questions worth asking. Connections worth making.
The role of digital behaviour and cultural signals in recognising a changing market.
2 articlesIllustrative decisions about investment, media and positioning when resources are limited.
2 articlesThe tensions between commercial relationships, personal voices and audience trust.
1 articleThe possibilities and trade-offs of connecting products, data and customer communities.
1 articleAn illustrative look at the decisions behind media investment and marketing performance.
A hypothetical Gemini campaign tests whether a carefully bounded pet-care service can build trust, with a six-month pilot, explicit cost assumptions and incremental measurement.