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Positioning Statement Template: What the Sentence Has to Survive Before You Ship It
The sentence takes ten minutes to write and about two weeks to prove. You can fill every slot in a positioning statement template and still hear it collapse in a sales call. Which part carries the weight, and who defends it?
Martin H.StrategyOct 21, 2026Content Brief: The Field That Decides Whether the Writer Guesses
You sent a brief you were proud of, and the draft came back generic. Every field was filled in and the document still decided nothing. The difference is one line, and no template has a place for it.
Martin H.ContentOct 21, 2026First-Party Data Strategy: The Join Is the Strategy
Your CRM, your product database and your web analytics each hold the same customer under a different identifier. You have already collected the data. Which record wins when the three of them disagree?
Martin H.ReportingOct 21, 2026Loyalty Marketing: The Program Is Not the Strategy
You bought the loyalty program because somebody promised it would make people come back. It handed a discount to customers who were already buying, then added a reporting line that reads like growth.
Martin H.Oct 21, 2026Full Stack Marketing: What One Person Can Actually Carry
One person, every channel, no handoffs. It works right up until the month something breaks and there is nobody to escalate to because you are the whole team.
Martin J.Oct 20, 2026Retention Marketing: Which Motions Pay, and Which Just Cost
Retention marketing is the line in your budget nobody argues about. Then the win-back codes go out, the saves get counted, and nobody divides the discount by the margin. What is that motion costing you per customer?
Martin H.StrategyOct 20, 2026Distribution in the Marketing Mix: The One P That Still Decides the Other Three
Plenty of products pass their margin review and then discover they cannot be bought anywhere their buyers already shop. The shelf was never yours to assume. You can change a price before lunch; a channel decision runs for a year, and the clock starts the day you sign. Which is why the price you defend in a review is not really yours once a retailer sets the reference. What would it cost you to walk away from the channel you just agreed to? Place is the one element of the marketing mix you sign a contract to change, and it fixes the floor under everything else.
Martin H.StrategyOct 20, 2026How to Measure Brand Recall: The Number You Can Defend, and the One You Cannot
You can quote a recall number in the next board meeting. The harder question is whether the survey behind it could ever have shown you anything else. Often it could not, and the reason sits in four decisions made before fielding.
Team AllAbleStrategyOct 19, 2026
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