Is organic social media becoming pay-to-play? What Meta One means for brands
Introduced in September 2026, Meta One offers additional functionality across Facebook, Instagram and WhatsApp through paid plans.
Brand Learning – Lesson 9: The strongest brands make difficult choices
Strong brands are rarely built through universal appeal. They are built through focus, and focus requires difficult choices.
Healthcare content marketing: from clinical accuracy to patient action
In healthcare, accuracy is non-negotiable, but accuracy alone doesn’t make communication effective. A piece of content can be clinically correct, carefully approved and comprehensive, yet still fail to connect with the people it was created to help. For NHS organisations, healthcare providers and health-related brands, this creates a fundamental communications challenge: how do you take […]
Financial services content marketing: Building trust before the pitch
In financial services, people rarely buy simply because you’ve told them what you sell. They buy when they’re confident you understand what they need. Trust has always mattered in financial services, but the way that trust is built has changed. Customers now have access to more information, more choice and more ways to compare providers […]
Reaching underserved communities with NHS health campaigns
Some of the people who could benefit most from NHS services can also be among the hardest to reach through traditional healthcare communications. Differences in language, culture, health literacy, digital access, trust, socioeconomic circumstances and previous experiences of healthcare can all influence whether somebody sees a campaign, understands its relevance and feels confident enough to […]
Marketing a regulated financial services brand: what compliance actually allows
Compliance doesn’t kill creativity. Treating it as an afterthought often does. For anyone working in financial services marketing, regulation is an unavoidable part of the job. Whether you’re marketing mortgages, savings, insurance, investments or another financial product, there are rules governing what you can say, how you say it and, importantly, how your audience is […]
Brand repositioning in financial services: a five-stage framework
Changing how your financial services brand looks is relatively easy. Changing what people think about it is where the real work begins. Financial services is changing fast. Established banks and building societies are competing with digital-first challengers, customer expectations are being shaped by experiences far beyond the sector, and new technology is transforming how products […]
Brand Learning – Lesson 8: Brand consistency is not creative limitation
Consistency is sometimes misunderstood as restriction. Organisations may worry that maintaining clear brand guidelines will reduce creativity, slow innovation or limit flexibility across marketing and communication. As a result, some brands continually experiment with different styles, tones and approaches in pursuit of freshness. But inconsistency rarely creates stronger brands. More often, it creates confusion. Because […]
Mobas appointed by Northmores to support its next stage of growth
Mobas is delighted to announce its appointment by Northmores, one of the UK’s leading project management consultancies, to support the business as it embarks on its next phase of growth. Working in partnership with the Northmores team, Mobas will help strengthen the organisation’s market position, ensuring its brand continues to reflect the expertise, ambition and […]
Brand Learning – Lesson 7: Distinctiveness matters more than difference
Many organisations focus heavily on communicating what makes them different. They search for unique propositions, exclusive features and positioning statements that separate them from competitors. Workshops are often built around uncovering differentiation, while messaging strategies begin with the question, “What makes us unique?” This thinking is understandable, but it can also lead brands to overlook […]