INSIGHTS / RESEARCH
Original research on the mechanisms of brand value.
Long-form analyses, with sources, on the questions our clients ask most often. Every paper is reviewed by the firm’s research desk before publication and is, on a quarterly cadence, updated when the evidence base changes.
RV-2026-04
Brand Strategy
Brand Equity Valuation Methodologies: A Comparative Review
A comparative review of brand equity valuation methodologies — cost-based, market-based, and economic-use — and a recommendation for category leaders.
RV-2026-05
Marketing Analytics
Attribution in B2B SaaS: Multi-Touch vs. Data-Driven
A practical comparison of MTA and DDA for B2B SaaS — when each is right, when each is wrong, and what a category leader should do in 2026.
RV-2026-06
Category Design
The Economics of Category Design: Switching Costs and Primacy
Why creating a new category is, on a five-year horizon, more profitable than competing in an existing one — and the dynamics that drive the long-run economics.
RV-2026-07
Performance Advertising
Paid Acquisition CAC/LTV Dynamics in Mature Markets
A review of the long-run dynamics of customer acquisition cost and lifetime value in mature markets — why naive ROAS is misleading.
RV-2026-08
Brand & Reputation
Executive Visibility and the Long Arc of Corporate Narrative
Executive visibility is a strategic asset, not a marketing program. A research review of the long-arc dynamics, the platform selection, and the operating cadence.
RV-2026-09
Brand Revitalization
The Brand Revitalization Playbook for the Post-Digital Era
A four-phase operating system for re-energizing a mature brand — diagnostic, reposition, re-equip, re-earn — with the leading indicators that signal each transition.
RV-2026-10
Brand & Performance
Direct vs. Indirect Marketing: Why the Tradeoff is Wrong
The brand/performance dichotomy is a false tradeoff. Direct and indirect marketing are the same work at different time horizons. The empirical case for 60/40.
RV-2026-11
Brand Revitalization
Meta Utilization for Brand Revitalization: Beyond Performance
Meta is the most underutilized brand-building surface in the modern marketing mix. A practitioner guide to reach and frequency, brand-lift measurement, and creative iteration.
RV-2026-12
Brand Revitalization
The Sequencing Problem: Direct First, Brand Second, or Both at Once?
A practical framework for sequencing direct-response and brand-building work in a 6–12 month revitalization engagement — four patterns, gated on indicators, with failure modes.