Brand Strategy

Feb 18 2026

Why Clients Default to the Biggest Name in Your Category

By Michael Lynch Conversion Optimization & Sales Psychology, Business Strategy & Positioning, Influence & Consumer Psychology, Marketing Strategy & Growth, Thought Leadership & Authority Building

Why Clients Default to the Biggest Name in Your Category (And How Smaller Companies Can Compete) In 2015, Arup — a 17,000-person engineering consultancy — won the structural design contract for the Sydney Metro, one of Australia's largest infrastructure projects. They were competing against firms with three to five times…

Feb 17 2026

When a ‘Good Enough’ Brand Becomes Dangerous

By Michael Lynch Business Strategy & Positioning, Branding & Identity, Luxury & Premium Brand Strategy, Marketing Strategy & Growth, Thought Leadership & Authority Building

When a 'Good Enough' Brand Becomes Dangerous HP Field Notes | Highly Persuasive Nobody sets out to build a mediocre brand. What happens is more subtle than that. A company builds something credible — a professional website, a presentable sales deck, reasonable case studies, a logo that doesn't embarrass anyone…

Feb 16 2026

Why Some Brands Win Before the Conversation Even Starts

By Michael Lynch Business Strategy & Positioning, Case Studies & Real-World Examples, Conversion Optimization & Sales Psychology, Influence & Consumer Psychology, Marketing Strategy & Growth, Thought Leadership & Authority Building

Why Some Brands Win Before the Conversation Starts HP Field Notes | Highly Persuasive Research from the Harvard Business School tracking 7,000 B2B purchasing decisions across industrial and professional services categories found something interesting. Brand recognition was a stronger predictor of shortlisting than technical capability scores, price competitiveness, or prior…

Feb 15 2026

What Your Website Communicates To Buyers Without Your Team Present

By Michael Lynch Business Strategy & Positioning, Conversion Optimization & Sales Psychology, Marketing Strategy & Growth, Thought Leadership & Authority Building

What Your Website Communicates to Buyers Without Your Team Present Before any conversation, any meeting, any proposal — the buyer looks you up. This happens consistently across engineering firms, manufacturing companies, logistics operators, consulting practices, and every other category where the work is complex and the stakes are high. The…

Feb 15 2026

Why Margins Keep Shrinking Even When Business is Growing

By Michael Lynch Business Strategy & Positioning, Pricing & Revenue Growth

McKinsey's 2023 pricing study found that a 1% improvement in price realisation — simply holding your pricing a fraction more firmly — generated 8-11% improvements in operating profit for the average company. No new clients. No new products. No operational changes. Just better pricing outcomes on the work already being…

Feb 15 2026

Why Most Companies Misunderstand What ‘Brand’ Actually Means

By Michael Lynch Branding & Identity, Business Strategy & Positioning, Marketing Strategy & Growth, Thought Leadership & Authority Building

Here's Why That Misunderstanding is so Dangerous Let's start with an honest admission: the word "brand" has been so thoroughly abused by the marketing industry that most business leaders have a reasonable basis for ignoring it. They've been told brand is their logo. Their colour palette. Their "look and feel."…

Feb 15 2026

How the Founder Story Becomes a Growth Ceiling

By Michael Lynch Marketing Strategy & Growth

Here's an experiment worth running at your next leadership meeting. Ask your team to describe the company without using the founder's name. No references to "when started this in a garage." No "our founder's vision." No origin story at all. Ask them to describe what the company does today, who…

Feb 15 2026

Why B2B Buyers Choose ‘Good Enough’ Over ‘Best’

By Michael Lynch Business Strategy & Positioning, Conversion Optimization & Sales Psychology, Influence & Consumer Psychology

Why Most B2B Buyers Prefer 'Safety' 74% of B2B Buyers. That's the proportion of B2B buyers who told CEB (now Gartner) they would rather make a "safe" purchase than an "optimal" one — even when they could identify the superior option. Sit with that for a moment. Three out of…

Feb 14 2026

How Brand Friction Adds Months to the Average B2B Sales Cycle

By Michael Lynch Conversion Optimization & Sales Psychology, Branding & Identity, Business Strategy & Positioning

How Brand Friction Adds Months to the Average B2B Sales Cycle Nobody talks about the speed or momentum a brand creates. They talk about awareness. They talk about perception. They talk about "brand equity" — that wonderfully vague term that means everything and nothing. But the most commercially valuable thing…

Oct 07 2025

Why Most B2B Marketing Agencies Are Solving the Wrong Problem

By Michael Lynch Business Strategy & Positioning, Branding & Identity, Conversion Optimization & Sales Psychology

What B2B Marketing Actually Needs Right Now Let’s be honest — most B2B marketing is written for nobody. It’s vague, forgettable, and sounds like it was approved by legal before sales even saw it. If you’re in industrial, manufacturing, logistics, AI, deep tech, or enterprise platforms with long sales cycles…