Insights
Notes from the studio on brand, marketing, and the web work that earns trust.
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Brand Strategy
The one-page marketing plan for a small business
A marketing plan that fits on one page is more likely to be used than a 40-page document. Here is the one-page…
Samantha Thompson
2 min read
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Brand Strategy
How to find your ideal customer without expensive research
You can define your ideal customer profile from the clients you already have. Here is a practical way to do it without…
Samantha Thompson
2 min read
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Fractional Marketing
Fractional vs agency vs full-time: the real cost comparison
The real fractional CMO cost compared to an agency and a full-time hire, with honest AUD numbers so you can choose the…
Samantha Thompson
4 min read
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Brand Strategy
Positioning vs branding: the difference that decides everything
Branding is how your business looks and sounds. Positioning is why it exists in your customer's mind. Here is the difference and…
Samantha Thompson
3 min read
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Brand Strategy
What a brand strategy actually is (and what it is not)
A brand strategy is the plan that defines who you are, who you serve, and why they should choose you. Here is…
Samantha Thompson
3 min read
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Brand Strategy
Why positioning beats design every time
A beautiful identity built on a fuzzy strategy will always lose to a plain identity built on a sharp one.
Samantha Thompson
1 min read
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Brand Strategy
Pricing is positioning
Most service businesses underprice on purpose, then complain that clients undervalue them. The two are linked.
Samantha Thompson
1 min read
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Web Design
The website rewrite test
Open your homepage, hide the logo, and rewrite the hero in ten seconds. If you cannot, your site has a clarity problem.
Samantha Thompson
1 min read
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Web Design
Minimum viable website
Five pages, ten links, one CTA. Most professional service businesses don't need anything else.
Samantha Thompson
1 min read
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Marketing
Fractional vs full-time marketing leadership
Fractional CMO vs full-time CMO vs agency: what each does, what each costs in Australia, and how to choose the right marketing…
Samantha Thompson
4 min read