From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly—yet often overlooked. So, over the course of my biweekly ...

Marketing 101 is all about a little thing called "segmentation." It’s not enough to say you sell your product to humans. You need to know as much about those humans as you possibly can. Specifically, ...

In today’s competitive market, companies must rethink how they connect with customers. Market segmentation—the practice of dividing a broad market into subgroups based onshared characteristics—has ...

Most brand segmentations get quietly abandoned by the marketing teams they were built for. Not because the maths is wrong — it usually isn’t. They get abandoned because they were built to describe ...