Archive - Summary Judgement

Marketing from Zero to One: Deeptech Brand Marketing

How do you market a category you just invented? This is a challenge I spend a lot of time thinking about.

Jul 28 •

Redux: DefenceTech Marketing Battle Royale

Are DefenceTech brands done with "Defence Dun"? Let's survey the combatants to find out.

Jul 21 •

Why the brave brands win and how they do it.

Jul 15 •

The Imitation Trap

What marketing sameness reveals about the slow death of category value

Jul 4 •

February 2025

Anduril vs Helsing: Marketing Head to Head

What does the tale of the tape tell us about the marketing potential of these (and other) defence tech brands?

Feb 26 •

Marketing for Mavericks

What Top Gun can teach us about marketing for Defence Tech

Feb 11 •

May 2024

The failure of Apple's new "Crush" ad demonstrates at a bigger problem.

May 10, 2024 •

May 2023

Edition 4 - "Money, Power, Wes Anderson"

Highlights: May 4-11, 2023

May 12, 2023

April 2023

Edition 3 - "I Get Knocked Down, But I Get Back Up Again"

Highlights: April 19-26, 2023

Apr 27, 2023

Edition 2 - "Whoops"

Highlights: April 14-20, 2023

Apr 20, 2023

Edition 1 - "I'm not angry, just disappointed"

Summary of 7 days to April 13, 2023

Apr 13, 2023 •

Summary Judgement. Coming soon

>100,000 Tweets and counting

Apr 11, 2023 •

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