The Dilate Blog

Most businesses don’t have a brand. They have a logo, a colour scheme, a slapped-together Instagram grid—and they think that’s enough. It’s not. Because in a world where competition is relentless, ads are ignored, and customers have more choice than ever, the businesses that win are the ones that people care about. At Dilate, we […]

Great creative is the lifeblood of impactful marketing. It’s the difference between a campaign that makes people pause and one that fades into the background faster than you can say, “Skip Ad.” But let’s get one thing straight—good creative isn’t just about looking nice. It’s about strategy, precision, and, most importantly, making people feel something. […]

Most brands are forgettable. Not because their products aren’t great, but because they fail to connect. They focus on features, push discounts, and talk about themselves like they’re the main character—but they never tap into what makes people care. That’s where brand storytelling changes the game. A great brand story doesn’t just describe what you […]

Most brand positioning statements are a waste of words. They sound good in strategy meetings, but in the real world? They’re forgettable, generic, and do nothing to make a brand stand out. If your brand positioning statement could be swapped with a competitor’s and no one would notice, you’ve got a problem. A strong brand […]

Most buyer persona advice is marketing fluff. There, I said it. Too often, businesses treat creating personas as a checkbox task—design a fictional “customer,” slap a name on it, and forget about it by next quarter. But this lazy approach leaves immense potential untapped. Done right, customer personas are the backbone of your marketing—a living, […]

Marketing is always evolving. A decade ago, data, targeting, and algorithms were so powerful that people wanted to rename the whole category “digital” marketing. They’re table stakes now—an assumed part of a proper modern marketing strategy. But maybe more importantly, they’re also far less effective. When few marketers were highly skilled at getting the most […]

Once, I’d have told you that performance was the key to growing a business, and creativity was just a ‘nice-to-have’—an extra flourish if the budget allowed. Now, my position has changed completely—and so has Dilate. Today, creativity isn’t optional; it’s the spark that transforms placements into persuasion and campaigns into connections. For years, marketers leaned […]

Brand positioning is a crucial aspect of a brand strategy that defines how a brand is perceived in the minds of its target audience—AKA who your brand is for, and what your brand means to those people. It’s about carving out a unique space in the market and differentiating your brand from the competition. Here’s […]

Cracking the code on successful digital marketing starts with truly knowing your customers. Two essential tools to help you do this are customer journey maps and buyer personas. Let's break down what they are and why they matter.

Everyone wants their writing to be impactful. But even the best copywriters don’t get it right every time. Let's explore some areas of weakness that can hold your copy back. By avoiding these you can create written content that truly resonates with your audience and drives results.