If you are a marketer selling products that tier up in price, here’s a brave thought.

I came across an interesting piece of consumer research this week called To Profit or to Assist? The basic finding is pretty simple.

Consumers became more willing to follow the company's recommendation when the recommended product was relatively cheaper than the alternatives.

The mechanism is persuasion knowledge. Consumers appear to ask themselves:

“Are you recommending this because it is good for me, or because it is good for you?”

Marketers who rely solely on AI will produce work that’s fast, cheap, neat, tidy… and forgettable. Perfectly optimised for mediocrity.

Those who bring a behavioural lens create work that resonates - and then use AI to scale it.

AI is the most powerful tool marketers have ever had. But it’s still a tool.

It needs the guidance of timeless human insight to turn speed into impact.

Get them working together, and you’ll be in the driving seat.

Most businesses think they need a campaign. What they really need is clarity. That’s the difference between hiring a creative agency and working with a strategic marketing partner.

Your brand’s been around a while. You’ve built trust. You’ve earned recognition. You’ve got history - and sales to prove it.

But something’s shifted…. you need to refresh your brand positioning - and it starts with strategy.