David Fuller The Prompt Moment of Truth Decision Time. When is the Moment of Truth now? AI was supposed to get rid of the middleman. Many years ago, the FMCG giant Procter Gamble came up with a concept they named the ‘Moment of Truth’. Imag... Oct 27, 2026
Aquitude Group, Christina Ioannidis Marketing Strategy for Founders and Fractionals You're a Dubai founder. You're solving a problem. You're building a product that will fulfill a demand you've identified in the market. You might already be messaging - using your founder story to pro... Oct 19, 2026
David Fuller What Makes You Special? I recently attended the AWS Summit in Dubai, a great piece of Stakeholder Marketing that brought together clients, developers, partners and others to experience the AWS ecosystem. But the thing that s... Dubai Fractional CMO Oct 14, 2026
David Fuller Marketing Dark Matter Revenue attribution is hard. Even with AI and all the compute we have, it’s difficult to say with certainty, what it was that caused a customer to spend money with you. It’s getting better. One of the... CMO Dubai Marketing Strategy Oct 1, 2026
David Fuller Management Accounting for Marketers By David Fuller, Fractional CMO The difference between a campaign manager and a Chief Marketing Officer isn't creativity, channel expertise, or even strategic vision. It's economic literacy. The mathe... Branding CMO Marketing Strategy Feb 8, 2026
David Fuller 10% Better is not Good Enough By David Fuller, Fractional CMO In our last article, we focused on The Substitution Effect to help Marketers understand who the real competitors are. In this article, we couple the substitution effect... CMO Marketing Strategy Jan 22, 2026
David Fuller Who Do You Compete With? By David Fuller, Fractional CMO As a Fractional CMO, the first tasks I have is to audit a brands competitors. Often, when talking to a founder or a CEO they point to two or three other companies that ... CMO Fractional CMO Marketing Strategy Jan 16, 2026
David Fuller Audio - The Invisible Influencer By David Fuller, Fractional CMO In 1979, the song ‘Video Killed the Radio Star’ predicted the demise of the airwaves. Decades later, with YouTube, TikTok, and Netflix dominating our screens, it would ... Branding CMO Marketing Plan Marketing Strategy Dec 30, 2025
David Fuller What SaaS Marketers Can Learn From Selling Soap By David Fuller, Fractional CMO SaaS companies are burning cash on AI generated leads while companies like Unilever and Procter & Gamble sell billions of dollars of commoditized products to a mass mar... Branding FMCG Marketing Strategy SaaS Dec 18, 2025
David Fuller Want a Better Marketing Strategy? Hire an Economist By David Fuller, Fractional CMO There is a reason they call it Marketing. It's about understanding and then manipulating your market to your advantage. Most marketers can't even define their market, l... Marketing Strategy Dec 11, 2025
David Fuller Branding is Back... Again Have you ever wondered why there are so many ‘How to boil an egg’ videos on YouTube, or why at this time of the year the celebrity TV chefs are doing their ‘best baked potatoes ever’ recipes? It’s bec... Branding CMO Marketing Strategy Dec 7, 2025
David Fuller Marketing is not a Drag Race AI has conflated the entire marketing profession into selling and reselling “hot leads” scraped by AI and resold in what looks suspiciously like a pyramid scheme. It’s not AI. It’s basically mail-merg... CMO Growth Marketing Marketing Strategy Sep 8, 2025
