Driving LGBTIQ+ Cancer Equity through Co-Production
On Friday 8 November, I had the privilege of speaking at the LGBTIQ+ Cancer Conference 2025, hosted by OUTpatients at Woburn House Conference Centre in London.
How Assumption Mapping can de-risk your marketing
The best thing about my role at Mobas is that I get to meet with dozens of marketing managers and business owners every year. Each one of them leads in their role from their head, their heart, and often their gut. Instinct is a powerful business characteristic. It allows leaders to make quick decisions, back […]
The power of human authenticity in a digital world
As we continue to move deeper into a world shaped by screens, feeds, algorithms and AI-generated content, something quietly powerful is emerging. It is our shared yearning for the real, the human and the imperfect. Authenticity is no longer a luxury. It is a differentiator, a bridge and, in many ways, what gives meaning to […]
Beyond Benchmarking: How to use competitor research to truly stand out
I’m currently teaching my sons how to play chess. It’s a game I’ve always admired because of the way it combines observation, strategy, and foresight. At first, my boys simply mirrored my moves, replicating my tactics without developing a strategy of their own. It was enough to keep the game going, but it never gave […]
Stop budgeting blind: Six shifts to nail your 2026 Marketing plan
As planning and budgeting season for 2026 gets underway, there’s a risk of defaulting to last year’s playbook. But the brands and organisations that thrive next year won’t be the ones repeating what worked before. They’ll be the ones making sharper choices, aligning resources to where they have the greatest impact, and building flexibility into […]
Is your brand AI-ready?
In an increasingly automated landscape, the strongest commercial differentiator isn’t your tech stack, it’s your brand. As AI begins to commoditise delivery, businesses must ensure their brand is positioned to protect value, justify pricing, and build long-term equity. If your competitors can offer the same speed, insights and automated delivery, how will your organisation stand […]
Why employer branding is the missing link in your business strategy
A recent survey showed that 59%[1] of us globally are unhappy in our jobs. Not only is that a very sad statistic but it also equates to $8.8 trillion dollars in lost productivity, so this is having a devastating impact on businesses around the world. What if businesses could change this? By shaping workplace culture […]
Our skills and experience, in your team
We all know the phrase “work with someone, not for them” means to collaborate and contribute in partnership.
Family matters: brand-powered growth for family businesses
Family businesses have long been the backbone of the UK economy. But there are both specific challenges when growing a family-owned organisation. Whether it’s distinguishing the company brand from the founder’s personality, positioning the firm to embrace new opportunities, or achieving smooth succession, there are specific issues that Mobas frequently helps family firms face.
Business as a force for good: how Get Synergised is creating purpose-driven partnerships
Rachel Hales, founder of Get Synergised, explains how she helps create mutually beneficial partnerships that drive positive change. With more than 25 years of experience at the crossroads of community and business, Rachel creates purpose-driven solutions through Get Synergised’s business consultancy, and the With Purpose Network to drive profits, and facilitate partnerships between businesses and […]