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We're relentlessly testing how brands get discovered and learning how they become loved. We hypothesise and prove what gets published here. From strategies, design, product development and lifecycle marketing across multiple categories. Everything is selected from our projects, compelling pursuits and things we found interesting.

Selected Insights and musings on things we learnt.

AllMarketing InsightsBrand IntensiveTechnology ReviewsGrowth PracticesStrategy AnalysisDesign Best Practice
The word Impossible growing through a type scale from 34 to 110 pixels

Design Best Practice

Typography Is the Hero Image Now

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October 12, 2026

A point moving rightward across a fame and uniqueness matrix into the protect-this quadrant

Brand Intensive

The Distinctive Brand Assets Test

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October 11, 2026

Sixteen near-identical blue swatches filling a grid, with one pink swatch appearing at the end

Brand Intensive

Every B2B Brand Is Blue

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October 10, 2026

Six independent sources connecting one by one to a central entity

Strategy Analysis

Third-Party Mentions Now Beat Backlinks

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October 9, 2026

Two title tags typing out, one an internal build marker that gets replaced and one a specific title that is kept

Technology Reviews

Your Title Tag Is Being Rewritten. Write For the Rewrite.

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October 8, 2026

Three figures counting up: $38M sold, 8 to 1 return, 87 per cent adoption

Growth Practices

The Case Study Is Your Most Under-Used SEO Asset

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October 7, 2026

Three figures counting: 19 articles published, 0 linking to a case study, 0 rendering an author or date

Marketing Insights

Does Publishing Cadence Still Matter?

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October 6, 2026

Two rows of blocks representing articles and case studies, with connecting links appearing only late

Design Best Practice

Your Best Page Probably Has No Internal Links

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October 5, 2026

Two page structures side by side with a retrieval window sweeping down; the deferred answer is missed, the answer-first one is caught

Design Best Practice

Answer-Shaped Content: Writing for Extraction, Not Just Reading

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October 4, 2026

Three figures counting up: $1.2M seed raised, 3,800 downloads, 38 per cent inbound lift

Brand Intensive

How to Launch a Brand in a Category That Doesn't Exist Yet

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October 3, 2026

Three figures counting up: $1.5M flow revenue, 64 per cent profit growth, NPS of 63

Strategy Analysis

What a Customer Is Worth Is a Brand Decision

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October 2, 2026

Three labelled surfaces – the room, the feed, the app – converging into one aligned story

Design Best Practice

Hospitality, Retail and DTC Are One Channel Now

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October 1, 2026

Three figures counting up: 4.5x vendor enquiries, 52 per cent more listing leads, 9.4 per cent GCI growth

Brand Intensive

Why Your Listings Outperform You

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September 30, 2026

Four inspection blocks, three turning from unknown to qualified

Growth Practices

Pre-Qualification Is the Whole Job

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September 29, 2026

Five coloured dots converging from a wide ring onto a single property at the centre

Strategy Analysis

How to Sell a Remote Property to a Buyer Who Has Never Seen the Country

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September 28, 2026

Two bars racing to $25.46 and $16.20 per qualified lead

Growth Practices

What a Qualified Property Lead Actually Costs

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September 27, 2026

Three figures counting up: $600M wellbeing budget, 700,000 fitness members, $4.2 trillion global industry

Marketing Insights

What New Zealand's $600M Wellbeing Budget Means for Wellness Brands

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September 26, 2026

Two bars showing email open rate rising 40 per cent with no change to send frequency

Strategy Analysis

Supplement Brands Compete on Price. The Ones That Last Compete on Formulation.

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September 25, 2026

A grid of 286 dots filling in, representing genuine advocates rather than reach

Growth Practices

The Ambassador Program That Actually Sells

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September 24, 2026

Three figures counting up: 82 NPS, 91 per cent satisfaction, 3,956 five-star ratings

Strategy Analysis

How to Build Trust in a Category Built on Claims

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September 23, 2026

Bars growing to show what each additional SKU multiplies: packaging, compliance, photography, messaging

Growth Practices

One Product Is Enough

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September 22, 2026

Three figures counting up: +82 NPS, 91 per cent satisfaction, 3x retail partnership enquiries

Growth Practices

Practitioner Trust Is the Fastest Route to DTC Growth

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September 21, 2026

Three bars growing to 243, 120 and 211 per cent – revenue growth by year

Growth Practices

What It Actually Costs to Launch a Supplement Brand in Australia

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September 20, 2026

Four variations of a company name drifting together and resolving into a single circled entity

Strategy Analysis

The Entity Problem: Why AI Doesn't Know Who You Are

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September 19, 2026

A grid of 100 dots filling to 64, representing searches that end without a click

Marketing Insights

Two Thirds of Searches End Without a Click. Design For That.

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September 18, 2026

A four-stage pipeline lighting up in turn: retrieve, chunk, embed, synthesise

Technology Reviews

How Perplexity Actually Reads Your Website

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September 17, 2026

A plain paragraph transforming into a labelled question and answer pair

Technology Reviews

FAQ Schema Is the Highest-Leverage Markup You're Not Using

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September 16, 2026

Two panels filling in turn: what llms.txt does, and the four things it cannot do

Technology Reviews

What llms.txt Actually Does (And What It Definitely Doesn't)

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September 15, 2026

Two circles labelled Google top results and AI-cited sources, their overlap shrinking from about 70 per cent to under 20 per cent

Strategy Analysis

Your Google Rankings No Longer Predict Your AI Visibility

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September 14, 2026

A mostly blank draft page with a single blinking cursor, captioned the rest of the page is the point

Marketing Insights

Why Your Best Content Is the Article You Haven't Written Yet

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September 5, 2026

Scatter chart plotting content formats against trust and reach axes

Marketing Insights

The Content Formats That Build Trust vs the Ones That Build Reach

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September 4, 2026

A six-field contact form fading down the stack beside a large numeral one, labelled one enquiry

Design Best Practice

Why Your Contact Page Is Losing You Clients

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September 3, 2026

The word We struck through in pink above the word You

Design Best Practice

The Website Copy Mistake That Kills Conversion Before the Scroll

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September 2, 2026

A gauge reading 0.4 per cent unsubscribe, captioned not a failure rate, a relevance reading

Growth Practices

What Your Unsubscribe Rate Is Actually Telling You

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September 1, 2026

Illustration of a welcome email arriving in an inbox

Growth Practices

The Welcome Email Is the Most Important Email You'll Ever Send

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August 31, 2026

Bar chart of return probability decaying past a day-90 threshold

Growth Practices

The Re-engagement Campaign Most Brands Send Too Late

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August 30, 2026

Two crossing curves – send volume rising as attention falls

Growth Practices

Why Email Frequency Is the Wrong Thing to Optimise For

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August 29, 2026

Timeline of five customer moments – browse, hesitate, abandon, return, lapse – each marked with a pink pulse

Growth Practices

5 Behavioural Triggers Every Ecommerce Brand Should Have Running

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August 28, 2026

A clean new logo above a fractured foundation labelled pricing, positioning, product, proof – unchanged

Brand Intensive

The Rebrand Won't Fix It. (And What Will.)

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August 27, 2026

A customer journey path broken by a dashed gap labelled the gap nobody owns

Strategy Analysis

You Don't Have a Marketing Problem. You Have a Journey Problem.

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August 26, 2026

A leaking acquisition funnel beside a closed pink retention loop

Strategy Analysis

Why Acquisition Is a Vanity Metric (And What Retention Is Actually Telling You)

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August 25, 2026

Paper illustration of an abandoned shopping cart

Growth Practices

Why Your Abandoned Cart Flow Isn't Working (It's Not the Discount)

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August 24, 2026

Left: overlapping grey feedback fragments in chaos. Right: a clean board with pink pinned comments in order

Technology Reviews

How to Run Website UAT Without Losing Your Mind (or Your Launch Date)

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August 23, 2026

Split composition: dim grey bars fade backwards on the left; pink and lilac signal lines converge forward on the right

Strategy Analysis

Why Most Brands Use Data Backwards (And What It Costs Them)

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August 22, 2026

Stylised inbox on dark ground: grey rows recede while one cream row glows, elevated – the email people actually want

Growth Practices

Gmail Is Not Punishing DTC. It Is Punishing Bad Lifecycle Marketing.

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August 21, 2026

A growth line climbs, plateaus at a ceiling, then breaks sharply upward in pink at the point labelled brand system

Brand Intensive

Your Brand Got You Here. It Will Not Get You to the Next Stage.

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August 20, 2026

Stylised AI chat interface: the organic answer glows above a dividing line; a greyed sponsored ad sits below

Technology Reviews

ChatGPT Ads Are Live. Here Is What Nobody Is Telling You About Whether They Are Worth It.

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August 19, 2026

Abstract network of nodes on dark ground; a minority glow pink, representing brands visible to AI search

Strategy Analysis

What a $16 Billion SaaS Company Can Teach Every Brand About the Future of Search

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August 18, 2026

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Antimony acknowledges the Wurundjeri people who are the Traditional Custodians of this Land on which Iwe work upon. We pay our respect to the Elders past, present and emerging of the Kulin Nation & extend that respect to other Indigenous Australians present. Their Sovereignty will never be ceded.