The Great Commoditisation: Why brand matters more than ever
The conversation around AI has become obsessed with efficiency: but if everyone can do it, it stops being a competitive advantage.
Working alongside great leaders
Over the last six years, I have been privileged to work as the BMF's marketing and strategy partner. It has been a front-row seat to one of the most impressive trade association growth stories in the UK.
MEMCOM Leadership Skills Forum
My key takeaways from this event that brought together an impressive group of CEOs, senior leaders and membership professionals, all wrestling with many of the same questions.
AI in brand copy
Following YouGov’s 2026 research, we discuss when AI copy adds value, when it undermines trust and where to lead with human thinking.
Membership in the new reality: why the future belongs to those who act together
A CMDi perspective on Memcom 2026, which showed a sector standing on the edge of its most important decade.
Growth starts with a sharper brand
Most organisations don’t have a marketing problem. They have a clarity problem. The good news? Clarity is a choice – and it’s the fastest route to unlocking brand value.
Transform your brand. Transform your business.
Customer expectations, experiences and relationships are shifting fast. Traditional go-to-market strategies that once guaranteed success are now just table stakes in a hyper-connected, post-pandemic world. Brand strategy is your transformation engine.
What people think brand strategy is vs what it actually is
Most people think brand strategy is just a logo, a colour palette and a catchy tagline, but without strategic foundations, they’re just surface polish. CMDi’s role is to help brand owners start differentiating – with clarity.
The sustainability wake-up call the building materials sector can’t ignore
The 2025 BMF State of Sustainability report is out, and it delivers a clear message: we are progressing, but we are also at real risk of losing momentum.
The Built Environment Has a Marketing Problem
I’ve just finished reading The Case for Marketing in the Built Environment (Barbour ABI, Oct 2025), and my overriding reaction is equal parts frustration and concern; our industry is mistaking activity for strategy. We are, quite simply, putting the tactical cart before the strategic horse.