Insights
Marketing, positioning and AI — through the lens of film, hospitality, automotive, e-commerce and every brand we build for.
AI assistants don't rank pages, they assemble answers. We audited our own site against that standard, found 39 pages with no structured data, and fixed it. The six changes that mattered, and an honest verdict on llms.txt.
Benchmarks put the average cost per lead at $66.69 and the spread at five to one. Nine real campaigns — clinics, resorts, e-commerce, B2B tech — the four levers that actually moved the number, and the metric almost nobody reports.
Cross-border demand is at a record high and 46% of buyers still avoid it. Your buyer isn't rejecting your country, they're pricing a risk nobody has addressed. Four positioning moves that travel, and what a marketplace grid taught me about being remembered.
