Renting Relevance

Why most consumer brands are spending billions to build something they will never own

The €480,000 Instagram Story

What the creator gold rush, three dying holding companies, and a 9% gap are really telling us about the next five years of marketing.

When your best customers are indistinguishable from your worst

The super fan playbook

Turning passionate customers into lifetime members, hiding in plain sight

Why your NPS is lying to you

I have sat through more NPS readouts than I want to admit, and I think the metric is one of the most actively misleading numbers in modern brand management