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Marketing, Brand & Growth in the Age of AI
AI has changed how businesses are discovered, evaluated and trusted, but it hasn’t changed what actually drives growth. Strategy still matters. Clarity still wins. And brands without a point of view are easier than ever to ignore.
The OSER blog explores brand, marketing and growth from a leadership perspective, in a world shaped by AI. We write about positioning before performance, strategy before tactics, and why AI acts as a multiplier of thinking - not a shortcut around it.
This is thinking for scaleups, founders and leadership teams navigating growth, differentiation and visibility in an increasingly automated landscape.
Wellbeing Trends 2026: How to Live Well in the Next Growth Era
Across the UK and US, wellbeing has moved from the margins of lifestyle culture into the centre of economic and business strategy. Sleep, mental health, connection, prevention, and emotional resilience are becoming the infrastructure for performance, productivity, and sustainable growth. This shift is reshaping consumer behaviour, employer priorities and investor theses. For growth-stage businesses, founders and investors alike, understanding where the wellbeing economy is he
4 min read
Why AI Marketing Fails Without Brand Clarity (And Why Most Scaleups Are Doing It Backwards)
AI doesn’t fix unclear thinking; it scales it. This piece explores why AI marketing fails without brand clarity, and why scaleups need leadership-level positioning before AI can drive meaningful growth.
4 min read
Brand SEO in the Age of AI: How to Optimise for Human + AI Search Engines in 2026
AI search is changing how brands are discovered - and it’s not about keywords anymore. In this article, we explore why clarity, positioning and brand strategy are now critical to being found by both humans and AI, and how scaleups can gain an edge by acting early.
5 min read
What Does a Fractional CMO Actually Do - and When Do You Need One?
As businesses scale, marketing often becomes harder to lead strategically. A fractional CMO offers senior marketing leadership without the commitment of a full-time hire. This article explains what a fractional CMO actually does, when it makes sense, and how it can support sustainable growth.
3 min read
Mapping Brand Positioning: How Scaleups Stop Sounding the Same
Most scaleups don’t struggle because they lack ideas - they struggle because they sound like everyone else. This guide explains what a brand positioning map actually is, how to use it properly, and how to find clear whitespace in crowded markets.
3 min read
January Business Planning for Founders: A Strategy Reset for Growth in 2026
January isn’t a warm-up month. It’s the moment founders align leadership, brand and growth strategy to build momentum that lasts all year.
4 min read
AI Trends for Brand Strategy: What an AI Mashup Tells Us About the Future of Brands
Santa Claus is Creeping to Town x Radiohead If you’ve been anywhere near TikTok or Instagram recently, you may have come across an unexpected AI remix: Radiohead’s Creep mashed with Santa Claus Is Coming to Town . It’s funny. It’s unsettling. And, from a creative perspective, it’s undeniably clever. For those of us who grew up in the 90s, Creep isn’t just a song - it’s a cultural imprint. Raw, awkward, emotionally exposed. Hearing it reimagined through AI as a Christmas tr
3 min read
From Marketing Metrics to Investor Confidence: A Scaleup’s Guide to Funding-Ready Growth
Investors don’t fund marketing activity; they fund confidence. This guide shows scaleups how to align marketing, metrics, and growth strategy with investor expectations.
4 min read
AI Marketing Strategy for Scaleups: A Human-Led, AI-Powered Growth Model
Learn how scale-ups use AI in marketing to drive ROI, personalisation, and efficiency - without losing human-led strategy or brand control.
3 min read
Female Founders Scaleup Growth: Insights from KPMG and Grow London
Scaleup growth leadership event with KPMG, Grow London and the Emerging Giants programme.
4 min read
Mastering marketing strategy on the Scaleup Journey: 5 Marketing Moves That Drive Real Growth
Scaling a business requires more than tactics. This guide breaks down the five marketing moves that drive sustainable growth for UK scaleups - from brand clarity and demand generation to data, AI and performance alignment.
4 min read
Why Creative Strategy for Scaleups Is Now a Competitive Advantage
As AI makes marketing execution faster and cheaper, creativity has become the true competitive advantage for scaleups. This article explores why creative strategy now drives differentiation, brand growth and performance in an increasingly automated world.
4 min read
The Scaleup Brand and Marketing Consultancy Built for Founders, CEOs & Investors.
OSER is a scaleup brand and marketing growth consultancy working with founders, CEOs and investors to drive measurable growth. This article explains how OSER combines brand strategy, creativity, AI and performance marketing to help ambitious businesses scale.
4 min read
Why a Scaleup Marketing Strategy Needs TV, VOD and OOH
Why out-of-home advertising is becoming a powerful lever for brands stuck at digital growth plateaus and how OOH fuels long-term, scalable brand growth.
5 min read
AI Integrated Marketing: It Isn’t About More Content, It’s About Better Decisions
A conceptual illustration showing a human figure facing an abstract digital representation of artificial intelligence. The imagery reflects the role of AI in modern marketing as a decision-support system, helping leaders make better strategic choices rather than simply producing more content.
3 min read
How AI Brand Experience for Scaleups Drives Growth
How Spotify Wrapped turns customer data into a memorable brand experience – and what scaleups can learn from it. This article explores how AI, personalisation, storytelling and design can transform raw data into growth-driving brand moments.
4 min read
Why the OSER Scaleup Leadership Retreat Is Essential for Founders & CEO's Seeking Strategic Growth
The Pig Kent, a country house setting used as the venue for the OSER Flow Retreat. The environment is intentionally designed to remove founders and leadership teams from operational noise, creating space for strategic thinking, clarity, and focused growth planning.
4 min read
Scale-Up Growth Strategy: Scaling a £3m+ Business (And How OSER Helps)
A stadium partnership banner displayed at a professional football ground, featuring Bolton Wanderers and Suits Me as official partners. The image illustrates how growing businesses leverage strategic partnerships, brand visibility, and trust signals to scale beyond £3m in revenue.
3 min read
Brand vs Performance Marketing: Why Your Brand Won’t Scale on Performance Alone
A brand-led lifestyle image featuring Airbnb, used as a visual example of how iconic brands scale through long-term brand building alongside performance marketing, rather than relying on performance channels alone.
3 min read
Leadership and Marketing Alignment: How to Build It (And How OSER Helps)
An abstract image of a business leader in motion, intentionally blurred to represent misalignment and momentum without direction. The image is used to illustrate the importance of leadership and marketing alignment in driving coherent, strategic growth.
4 min read
Strategic + creative thinking
GROWTH
Strategic + creative thinking
GROWTH
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