Build marketing assets that compound, not depreciate. Learn the four types of marketing IP, how AI amplifies them, and how to audit what you own.
The Complete Guide to Commercial Intelligence for B2B Brands
By Dean McCoubrey What Commercial Intelligence Actually Means What is commercial intelligence in marketing? Commercial intelligence is an operating system that turns market signals, buyer behaviour, and go-to-market performance data into decision-grade guidance for commercial leaders. Its purpose is to give leadership…
Gen AI needs a Carney Moment in 2026
By Dean McCoubrey Summary: Gen AI and the future. AI dominance mirrors Big Tech’s rise through utility, not force. Yet regulatory frameworks lag behind capability, creating an ethics vacuum. Unlike social media, Gen AI participates in cognition itself, automating decision-making in…
Davos Insights: Why AI Will Break Most Brand Strategies Before 2030
Mike Butler Summary AI is dismantling traditional brand strategies by reshaping how value is perceived and discovered. Five critical threats emerge by 2030: commoditised differentiation, trust as currency, skill misalignment, data ethics, and invisible brands inside machines. Winning brands will build…
2025 Year in Review: When AI Went Bananas
By Dean Mc Coubrey Introduction to the 2025 Year in Review: AI’s Explosive Growth in 2025 To understand the scale of 2025, look away from Silicon Valley. Look instead at the construction sites in Texas or Michigan, where steel frames the…
AI, creativity, and the year we all had strong feelings about it.
We’re All Being Herded Into the AI Pasture. Whether We Like It or Not. By Geraint GronowDecember 2025 As 2025 draws to a close, I’ve been reflecting on how AI and creativity have danced through the year. Sometimes gracefully. Sometimes awkwardly….