Positioning is a choice the business must deliver
A brand promise should be recognisable in product, service and commercial behaviour.
If it exists only in communications, customers encounter the gap quickly.
Continue the essay
The enduring idea
A philosophy in practice ↗Strong brands begin with a precise understanding of the customer and become valuable through consistent commercial choices. I connect positioning, experience and growth measurement, while staying honest about what the evidence can attribute to marketing.
The journal
Further reading.
- 02
Growth measurement needs honest boundaries
A change in revenue can reflect pricing, distribution, product, sales execution and market conditions as well as marketing.
- 03
Customer insight should change a decision
Research has limited value if the organisation cannot name what it will do differently as a result.
- Category brand
- #1
- From fourth in three years
- Customer lifetime value
- 2.6×
- Through loyalty and experience redesign
- Markets launched
- 19
- One brand, locally fluent
- Effectiveness awards
- 34
- For work that moved the business
Beyond the page
The record behind the perspective.
In the boardroom
- Aurelia ConsumerIndependent Director · 2023 — Present
- The Creative Futures TrustTrustee · 2019 — Present
Recognition
- Marketer of the YearThe Brand Effectiveness Awards · 2024
- Women in Leadership — MarketingThe Boardroom Review · 2022
In conversation
- “How a fourth-placed brand became the category leader”The Brand Effectiveness Journal · 2025
- “Why the board should own brand risk”The Boardroom Review · 2024
- “Episode 104 — Customer truth over campaign noise”The Leadership Ledger podcast · 2023
Brought the customer into every boardroom conversation, with evidence rather than adjectives.
Continue the conversation
Ideas are tested in conversation.
For board, advisory and speaking invitations, and for readers who want to take an argument further.
- Board appointments
- Advisory roles
- Speaking invitations
office@taoxu.example