Category
Strategy and research: positioning, pricing, and the proof behind them
Positioning, pricing, market research and competitor analysis. The work that happens before the first page gets written: what the market will pay, who is already there, and which claims you can support when someone asks for the source.
30 articles
Brand Marketing: What the Definition Pages Never Tell You About the Budget
Your brand budget comes up for review in eleven weeks and the best answer in the room is a definition. The argument is about allocation: what share brand should get, why the review clock beats it, and what the line can be held to.
Martin J.StrategyOct 21, 2026Positioning Statement Template: What the Sentence Has to Survive Before You Ship It
The sentence takes ten minutes to write and about two weeks to prove. You can fill every slot in a positioning statement template and still hear it collapse in a sales call. Which part carries the weight, and who defends it?
Martin H.StrategyOct 21, 2026Retention Marketing: Which Motions Pay, and Which Just Cost
Retention marketing is the line in your budget nobody argues about. Then the win-back codes go out, the saves get counted, and nobody divides the discount by the margin. What is that motion costing you per customer?
Martin H.StrategyOct 20, 2026Distribution in the Marketing Mix: The One P That Still Decides the Other Three
Plenty of products pass their margin review and then discover they cannot be bought anywhere their buyers already shop. The shelf was never yours to assume. You can change a price before lunch; a channel decision runs for a year, and the clock starts the day you sign. Which is why the price you defend in a review is not really yours once a retailer sets the reference. What would it cost you to walk away from the channel you just agreed to? Place is the one element of the marketing mix you sign a contract to change, and it fixes the floor under everything else.
Martin H.StrategyOct 20, 2026
Manage Google Ads Smarter With AI.
How to Measure Brand Recall: The Number You Can Defend, and the One You Cannot
You can quote a recall number in the next board meeting. The harder question is whether the survey behind it could ever have shown you anything else. Often it could not, and the reason sits in four decisions made before fielding.
Team AllAbleStrategyOct 19, 2026Technology Branding: Why Technical Buyers Rewrite Your Positioning in Their Own Words
Your buyers reword your product the moment they explain it to someone else, and their version is the one that gets repeated. That gap costs you at evaluation, and it closes with material you already own.
Martin J.StrategyOct 19, 2026Messaging Framework: The Two Lines That Are Usually in the Document and Still Do Not Work
Your framework was accurate at sign-off and started drifting the next time a price changed. The two lines that matter most are already in the document. Here is what actually invalidates them.
Team AllAbleStrategyOct 18, 2026Data-Driven Marketing Strategy: The Decision You Cannot Make From a Dashboard
Four channels improved last quarter. The revenue line did not move. The gap is arithmetic rather than error, and it is where most marketing budgets quietly stop compounding.
Martin J.StrategyOct 18, 2026
Looking for something else?
Browse by topic
… or see all articles
Your competitors are already using AllAble. Are you?
The marketers pulling ahead aren't working harder. They're just working with one tool that does everything — that tool is AllAble. Try it yourself!