CODI's Insights & Tips
CODI's Insights & Tips
CODI's Insights & Tips
The First Marketing Hire Most $1M to $5M Brands Get Wrong
The First Marketing Hire Most $1M to $5M Brands Get Wrong
The Difference Between Platform ROAS and the Number That Actually Runs Your Business
The Difference Between Platform ROAS and the Number That Actually Runs Your Business
Why Your Meta Ads Stopped Converting (It Is Not the Algorithm)
Why Your Meta Ads Stopped Converting (It Is Not the Algorithm)
Volume Isn't the Problem. Volume Without Diversity Is
Volume Isn't the Problem. Volume Without Diversity Is
Every Failing Ad Dies at One of Three Exact Moments, Here's How to Find Which
Every Failing Ad Dies at One of Three Exact Moments, Here's How to Find Which
Meta's Algorithm Automated Bidding, Not Strategy, Here's What Still Requires a Human
Meta's Algorithm Automated Bidding, Not Strategy, Here's What Still Requires a Human
Why Constant Discounting Trains Customers to Never Pay Full Price Again
Why Constant Discounting Trains Customers to Never Pay Full Price Again
We Audited 300 Meta Ad Accounts, Most Had One Ad Carrying 25% of All Sales
We Audited 300 Meta Ad Accounts, Most Had One Ad Carrying 25% of All Sales
Why Your Agency's ROAS Report Isn't Lying to You, It's Just Missing the Numbers That Matter
Why Your Agency's ROAS Report Isn't Lying to You, It's Just Missing the Numbers That Matter
Running 5 Marketing Channels at "Okay" Costs the Same as 1 Done Well, and Performs Worse
Running 5 Marketing Channels at "Okay" Costs the Same as 1 Done Well, and Performs Worse
Why Your First Marketing Hire Shouldn't Be a Marketing Manager
Why Your First Marketing Hire Shouldn't Be a Marketing Manager
Meta Removed Two Ad Placements With No Warning, Here's What Changed and What to Check
Meta Removed Two Ad Placements With No Warning, Here's What Changed and What to Check
ChatGPT Is Recommending Products to Shoppers Right Now, Which Seems Crazy But It's the Next Chapter
ChatGPT Is Recommending Products to Shoppers Right Now, Which Seems Crazy But It's the Next Chapter
How to Check If Your "$1M Brand" Is Actually a $540K Brand in 10 Minutes
How to Check If Your "$1M Brand" Is Actually a $540K Brand in 10 Minutes
Your Best-Performing Ad Might Be About to Kill Your Whole Account
Your Best-Performing Ad Might Be About to Kill Your Whole Account
Why a Ten-Minute iPhone Video Is Beating Your $5K Production
Why a Ten-Minute iPhone Video Is Beating Your $5K Production
The Channel Mix AU SMBs Get Backwards Every Time
The Channel Mix AU SMBs Get Backwards Every Time
The Retention Blind Spot Costing $1M+ Brands a Fortune
The Retention Blind Spot Costing $1M+ Brands a Fortune
Interest vs. Intent: The 5 Signs That Actually Predict a Close
Interest vs. Intent: The 5 Signs That Actually Predict a Close
Why Founders Mistake Customer Curiosity for Buying Intent
Why Founders Mistake Customer Curiosity for Buying Intent
Why Every Brand In Your Category Looks The Same (And How To Stop Joining Them)
Why Every Brand In Your Category Looks The Same (And How To Stop Joining Them)
Safe Marketing Is Quietly Killing Your Growth
Safe Marketing Is Quietly Killing Your Growth
Agencies Were Built To Avoid Blame & Founders Pay The Price.
Agencies Were Built To Avoid Blame & Founders Pay The Price.
When You Stop Trusting Your Agency
When You Stop Trusting Your Agency
Your Audience Has a Culture; Most Brands Have Never Bothered to Understand It.
Cultural intelligence is not a research phase you run before a campaign. It is the strategic posture that determines whether your brand is genuinely felt or merely noticed.
Your Audience Has a Culture; Most Brands Have Never Bothered to Understand It.
Cultural intelligence is not a research phase you run before a campaign. It is the strategic posture that determines whether your brand is genuinely felt or merely noticed.
Change Everything. Except the One Thing That Makes You Worth Choosing.
The marketing industry has spent years celebrating agility without ever asking the harder question: what part of your brand should never move, no matter what the market does?
Change Everything. Except the One Thing That Makes You Worth Choosing.
The marketing industry has spent years celebrating agility without ever asking the harder question: what part of your brand should never move, no matter what the market does?
Reach and Frequency Will Not Save a Brand That Has Nothing Worth Remembering.
Memorability is not a media problem. It is not solved by more impressions, higher frequency caps, or a bigger retargeting window. It is earned by saying something a specific person will carry with them long after the ad has gone.
Reach and Frequency Will Not Save a Brand That Has Nothing Worth Remembering.
Memorability is not a media problem. It is not solved by more impressions, higher frequency caps, or a bigger retargeting window. It is earned by saying something a specific person will carry with them long after the ad has gone.
By the Time You've Approved the Trend Content, the Internet Has Moved On.
Chasing cultural relevance through trends is not a content strategy. It is a very efficient way to make your brand indistinguishable from every other brand doing exactly the same thing.
By the Time You've Approved the Trend Content, the Internet Has Moved On.
Chasing cultural relevance through trends is not a content strategy. It is a very efficient way to make your brand indistinguishable from every other brand doing exactly the same thing.
The Most Expensive Decision in Marketing Is the One That Doesn't Ruffle Any Feathers.
Safe creative is not the low-risk option. It is the high-cost one. And most founders are making that decision without realising it.
The Most Expensive Decision in Marketing Is the One That Doesn't Ruffle Any Feathers.
Safe creative is not the low-risk option. It is the high-cost one. And most founders are making that decision without realising it.
Your Audience Does Not Live on Instagram. Stop Marketing Like They Do.
Knowing every platform trick is impressive. Knowing what your brand means to people is the only thing that actually compounds.
Your Audience Does Not Live on Instagram. Stop Marketing Like They Do.
Knowing every platform trick is impressive. Knowing what your brand means to people is the only thing that actually compounds.
Visually Busy Is Not the Same as Visually Distinctive. Not Even Close.
Your visual identity is either doing strategic work or it is decorating mediocrity. There is no comfortable middle ground.
Visually Busy Is Not the Same as Visually Distinctive. Not Even Close.
Your visual identity is either doing strategic work or it is decorating mediocrity. There is no comfortable middle ground.
Being Everywhere Is Not a Strategy.
Your agency sold you channel management. What you actually needed was a brand coherent enough to mean something wherever it shows up.
Being Everywhere Is Not a Strategy.
Your agency sold you channel management. What you actually needed was a brand coherent enough to mean something wherever it shows up.
Complexity Is Where Weak Brands Hide
If you can't make someone feel something in 15 words, more words won't save you.
Complexity Is Where Weak Brands Hide
If you can't make someone feel something in 15 words, more words won't save you.
AI Won't Save a Weak Brand. It'll Just Accelerate the Decline.
The founders falling behind in 2026 aren't the ones ignoring AI. They're the ones using it without a brand strong enough to carry it.
AI Won't Save a Weak Brand. It'll Just Accelerate the Decline.
The founders falling behind in 2026 aren't the ones ignoring AI. They're the ones using it without a brand strong enough to carry it.
The Brief Starts Before the Brief
Why the most important strategic work happens before anyone opens a deck.
The Brief Starts Before the Brief
Why the most important strategic work happens before anyone opens a deck.
How to Use Visual Storytelling to Amplify Your Brand's Narrative
In the visually-driven digital landscape of 2026, the saying "a picture is worth a thousand words" has never been more relevant for brands.
How to Use Visual Storytelling to Amplify Your Brand's Narrative
In the visually-driven digital landscape of 2026, the saying "a picture is worth a thousand words" has never been more relevant for brands.
Hyper-Targeting Is Fading; Context Is the New Growth Lever.
For the past decade, digital marketing was built on an assumption that more personalisation meant better results.
Hyper-Targeting Is Fading; Context Is the New Growth Lever.
For the past decade, digital marketing was built on an assumption that more personalisation meant better results.
Designing Adaptive Marketing for a Fluid Consumer
For years, marketers have relied on the linear funnel.
Designing Adaptive Marketing for a Fluid Consumer
For years, marketers have relied on the linear funnel.
Build a High Trust Brand in a Low Trust Digital World
We have never had more information at our fingertips. We have also never trusted it less.
Build a High Trust Brand in a Low Trust Digital World
We have never had more information at our fingertips. We have also never trusted it less.
Brands Need Modular Content Systems, Not Social Calendars
For as long as we’ve been in the digital age, brands managed their online presence through social calendars.
Brands Need Modular Content Systems, Not Social Calendars
For as long as we’ve been in the digital age, brands managed their online presence through social calendars.
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