Library
Resources
Deep insights, reflections, opinions, guides and customer stories at the intersection of branding, strategy and AI in B2B tech.
Stop discounting the memory that drives B2B growth
Buyers build their shortlist from memory, and they rarely buy from outside it. But memory is hard to tie to money, so most teams discount it.
What GEO and AEO mean for a B2B technology marketing budget in 2026
Most marketing teams now have a line for AI visibility. Few have decided what it should buy. Here is what the line covers, what it costs, and the question to ask before you fund it.
How to set a CAC baseline before new positioning goes live
A positioning project without a baseline cannot be judged. Here is the four-step method A-square uses to lock a customer acquisition cost number in week eight, before the new message goes live.
Why AI assistants forget brands with inconsistent messaging
An assistant does not store your positioning the way a search index stores a page. It repeats the story it can pin down. When your channels disagree, there is nothing to pin.