Brand and identity systems lead with a fifteen-year track record across entertainment, sports, and B2B. Writes about the false dichotomies that keep CFOs and CMOs from buying each other dinner.
- 056JUN · 2026L. Voss4 min →
The category you compete in sets your CAC
Teams treat acquisition cost as an execution problem and spend years optimizing creative, bidding, and landing pages against it. The largest variable was decided upstream, in the category they chose to be compared inside.
- 049JUN · 2026L. Voss3 min →
The offer is the funnel
Teams rebuild landing pages, swap creative, and re-platform their CRM trying to fix conversion. The variable doing most of the work is the one nobody owns — the offer itself.
- 040MAR · 2026L. Voss6 min →
B2B brand and demand on one budget
B2B brands keep brand and demand on separate budgets and wonder why neither one is working. The unlock is operational, not strategic. Same budget, two cadences.
- 038MAR · 2026L. Voss6 min →
Brand and performance are not separate budgets
The split between brand and performance budgets is an artifact of how teams are organized, not how buyers behave. Reorganize the team and the budget question changes.