Issue V is in circulation · On the return of positioning · Print run of 2,400 · Distributed on request
Section IV

Conversations —
CMOs, at length.

Every issue we sit down with two people whose work has produced the sort of brand strategy work we are here to think about — CMOs, senior brand consultants, occasionally founders whose brand work has been unusually thoughtful. We record for an hour minimum. Publish lightly-edited transcripts.

Interview
Conversation · 72 min

"The CMO's job is editorial, not operational."

The CMO of a mid-market UK retail brand explains her working philosophy — that the modern CMO's primary responsibility is to edit the marketing function, not to run it.

Odette Beauchamp · 18 minRead
Interview
Conversation · 58 min

The brand strategist who declines to run positioning workshops.

A senior brand consultant, with twenty-two years in the discipline, refuses to run positioning workshops as they are commonly conducted.

Ivo Marchetti · 15 minRead