February 05, 2025

The Death of the Personal Brand? Why Authenticity is Replacing Perfection in Marketing

February 05, 2025/ Andrea Linehan

For years, professionals, influencers, and executives have been told to cultivate the perfect personal brand—polished, curated, and aspirational. But in an era where audiences crave transparency and relatability, is the era of the hyper-curated personal brand coming to an end? This article explores why authenticity is taking centre stage, how businesses and individuals can adapt, and what this shift means for the future of branding and marketing.

January 20, 2025

ISO 10668: Understanding the Gold Standard for Brand Valuation

January 20, 2025/ Andrea Linehan

ISO 10668 sets the global standard for monetary brand valuation, guiding businesses in assessing and maximising their brand's financial impact. Discover its key principles, methodologies, and why it’s essential for modern brand management.

January 08, 2025

Influencer Bundling: The AI-Powered Future of Influencer Marketing

January 08, 2025/ Andrea Linehan

Influencer bundling will revolutionise marketing campaigns. By grouping complementary influencers into personalised collaborations, brands can target consumer needs more effectively. Discover how frameworks like Jobs to Be Done (JTBD) and AI tools are shaping the future of influencer marketing.

January 07, 2025

Customer Retention: Playing Offence, Midfield and Defence for Sustainable Growth

January 07, 2025/ Andrea Linehan

Customer retention is the secret to sustainable growth. Discover how companies like HubSpot and Peloton play offence and defence to maximise lifetime value, drive engagement, and build loyalty.

January 02, 2025

Shadow AI: Balancing Opportunities and Risks for Marketers and Businesses

January 02, 2025/ Andrea Linehan

Shadow AI is both a business opportunity and a compliance challenge. Learn how marketers and leaders can harness unapproved AI usage to drive innovation while mitigating risks like data security and operational over-reliance.

December 31, 2024

The Adoption Equation: How Marketers and Product Professionals Can Drive User Engagement

December 31, 2024/ Andrea Linehan

Adoption = Value / Effort. To drive product and service adoption, marketers and product professionals must maximise perceived value while minimising customer effort. Learn actionable strategies to optimise both sides of the equation.

December 18, 2024

The marketing reset: How AI is redefining search, social and marketing measurement

December 18, 2024/ Andrea Linehan

AI is disrupting the way marketers approach search and measurement, challenging traditional metrics and redefining digital strategies. Learn how to adapt to the evolving landscape where generative AI reshapes marketing norms.

December 11, 2024

How Marketers Can Collaborate with Finance to Justify Spend and Prove ROI

December 11, 2024/ Andrea Linehan

Marketers and finance teams often clash over budgets and ROI. This guide explores how marketers can flip the narrative, justify long-term brand investments, and build collaborative strategies with finance to align on goals.

December 10, 2024

Product Adoption Curve: Marketing Strategies for Every Customer Segment

December 10, 2024/ Andrea Linehan

Understanding the product adoption curve is essential for marketers. Learn how to tailor strategies for innovators, early adopters, the early and late majority, and laggards. From crossing the chasm to driving mainstream success, this guide equips you with actionable insights.

December 08, 2024

Performance Marketing Beyond Clicks: Strategies for CLV and Conversions

December 08, 2024/ Andrea Linehan

Performance marketing is about more than clicks—it's about driving meaningful outcomes. Learn advanced tactics to improve customer lifetime value (CLV), optimise attribution models, and leverage remarketing to boost conversions and maximise ROI.

December 07, 2024

The Art and Science of Marketing Analytics: Insights, Strategy, and KPIs

December 07, 2024/ Andrea Linehan

Marketing analytics bridges the gap between creative intuition and data-driven insights. Learn how to visualise data for strategic decisions, integrate advanced KPI frameworks, and balance creativity with science to craft winning campaigns.

December 06, 2024

AI and Machine Learning in Marketing: Personalisation, Content, and Predictive Power

December 06, 2024/ Andrea Linehan

AI and machine learning are transforming marketing, enabling unprecedented personalisation, efficiency, and insight. From reshaping content marketing with generative AI to driving customer experiences at scale, and using predictive analytics for smarter decisions, these technologies are redefining the future of marketing strategy.

December 04, 2024

The CEO’s Guide to Marketing: Driving Transformation, Balancing Goals, and Leading Innovation

December 04, 2024/ Andrea Linehan

Marketing isn’t just a function; it’s the engine of business transformation. CEOs who champion marketing innovation, balance brand-building with performance goals, and align strategies with customer insights position their organisations for long-term success.

November 28, 2024

Generative Engine Optimisation (GEO): The Future of Search Marketing

November 28, 2024/ Andrea Linehan

Generative Engine Optimisation (GEO) is revolutionising search marketing. Learn how to adapt your strategy to optimise for AI-powered content selection tools like Google, ChatGPT, and Perplexity.AI. Stay ahead in the AI-driven search game.

November 15, 2024

Why CEOs Should Protect the Content Golden Goose: The Human Advantage in SEO

November 15, 2024/ Andrea Linehan

Don’t let AI kill the golden goose of content creation! While AI can churn out structured content at speed, human creativity reigns supreme in Google's 𝐄-𝐄-𝐀-𝐓 framework (Experience, Expertise, Authoritativeness, Trust). Learn why trusting humans, not just machines, to craft nuanced, authoritative content will keep you ahead in the Google rankings.

November 14, 2024

Brand Valuation: The Method, The Madness, and The Marketer

November 14, 2024/ Andrea Linehan

Explore the intersection of brand valuation and marketing strategy in Andrea Linehan’s latest piece on The Currency. Featuring insights from David Haigh, CEO of Brand Finance, the article delves into the methodology of brand valuation, Ireland’s potential in IP-backed financing, and future trends in the global branding landscape.

July 29, 2024

Sales teams beware, TikTok influencers are coming for your commission

July 29, 2024/ Andrea Linehan

Explore how B2B companies are leveraging influencers to build trust and drive sales. Featuring insights from industry leaders at IBM, Microsoft, and more, this article delves into why influencers are reshaping B2B sales strategies and winning big contracts.

January 26, 2023

Provocative Truths in B2B Marketing: Bridging Brand Building and Revenue Goals

January 26, 2023/ Andrea Linehan

Too often, B2B marketing is paralysed by conservatism, stuck between the need for innovation and the pressure to justify spend. This blog explores strategies to align marketing with revenue goals, from attribution to long-term brand investments.

March 04, 2022

Employer Branding: Building Trust, Culture, and Alignment in a Remote World

March 04, 2022/ Andrea Linehan

Employer branding is more than a buzzword; it’s the foundation of a thriving organisation. Discover how aligning leadership, defining a value proposition, and fostering trust can create a workplace where employees thrive and your brand excels.

January 28, 2022

Balancing ABM and Inbound Marketing: Strategies for the 95/5 Rule in B2B

January 28, 2022/ Andrea Linehan

Balancing Account-Based Marketing (ABM) and Inbound strategies is key to success in B2B. This blog explores the 95/5 Rule, nurturing out-of-market buyers, and building memorable brands for long-term growth.

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