top of page
Marketing, Brand & Growth in the Age of AI
AI hasn’t changed what drives growth.
It’s just made weak strategy more visible.
Clarity still wins. Positioning still matters. And brands without a point of view disappear faster than ever.
The OSER blog is where we share our perspective on brand, marketing and growth from the leadership table. We write about decisions that shape direction, create momentum and stand up to scale, in a world increasingly shaped by AI.
This is thinking for founders, CEOs and senior teams who care less about noise - and more about what actually moves the business forward.
How Neko Health’s Growth Strategy Turned a £300 Body Scan Viral
Neko Health has turned a £300 AI-powered full-body scan into a viral, capital-efficient growth engine. Here’s how influencer marketing, referrals, and product clarity fuel their smart scaling strategy.
2 min read
Why AI Marketing Without Brand Clarity Is Now Non-Negotiable
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
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
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
The Scaleup Brand and Marketing Consultancy Built for Founders, CEOs & Investors.
OSER works with founders, CEOs and leadership teams at £10m–£50m+ scaleups to bring clarity to strategy, positioning and growth - aligning brand, marketing and execution so teams can move with confidence.
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
Why Distinctive Brands Win: How Human Creativity + AI Structure Drive Scalable Growth
A striking Cartier leopard image displayed within a modern, architectural setting. The visual metaphor is used to represent distinctive brands that stand out through bold creative expression, supported by structured systems such as AI to enable scalable growth.
4 min read
Brand in the Age of AI Search: How to Build a Brand That Stands Out
An abstract, fractal-style image set against a dark background, used to represent the complexity and noise of AI-driven search environments. The visual illustrates the need for brands to create clear, distinctive signals to be recognised and remembered by both humans and AI systems.
3 min read
Only Talking to 5%: Why Performance-Only Marketing Is Preventing Scaleups From Growing
A minimal, text-led graphic featuring the statement “Brand recognition is a growth multiplier.” The image is used to reinforce the argument that brand awareness and memorability are essential for scaleups to grow beyond the limitations of performance-only marketing.
3 min read
The Case for Distinctive Brand Assets: Why Scaleups Need a DBA Audit Before They Spend Another Pound or Dollar on Marketing
A close-up image of a brightly coloured payment card held in hand against a bold background. The visual is used to demonstrate how distinctive brand assets — such as colour, shape, and consistency —drive instant recognition and improve marketing effectiveness for scaleups.
4 min read
How to Increase Brand Recognition and Accelerate Growth
Brand recognition isn’t a vanity metric. It’s a growth multiplier that lowers acquisition costs, increases trust, and accelerates scale.
3 min read
Developing a Brand Positioning Strategy
Letterbox Cocktails x brand repositioning Brand Positioning Strategy: The Framework Explained ]You want your startup or scaleup to stand out. To grab attention. To own a spot in your market that’s unmistakably yours. That’s where a brand positioning framework comes in. It’s your secret weapon for cutting through the noise and locking in your unique value. Let’s dive into how you can develop a brand positioning framework that’s sharp, clear, and ready to fuel your growth. No
4 min read
What Mentalist Oz Pearlman Can Teach Founders About Brand Storytelling
The best brands don’t just communicate - they guide attention, shape perception, and create belief. That’s the real power of storytelling.
2 min read
Brand Strategy for Scaleups: How to Build Brands That Drive Profit, Not Just Clicks
A well-known technology leader presenting during a keynote address. The image is used to illustrate how iconic brands focus on long-term vision, product belief, and brand meaning to drive sustained profit rather than optimising solely for short-term clicks or performance metrics.
2 min read
Is Brand Strategy Important for Business Growth?
Brand isn’t a “nice to have” - it’s a growth lever. In this video, we explain why every founder and CEO needs to take brand seriously if they want to scale.
6 min read
WARC Multiplier: Brand and Performance Marketing for Scaleups
WARC research shows that over-investing in performance marketing can reduce ROI. The real growth engine for scaleups is the alignment of brand and performance.
3 min read
Strategic + creative thinking
GROWTH
Strategic + creative thinking
GROWTH
bottom of page