Articles

Thinking out loud.

Perspective on brand, marketing, and business growth from someone who has worked in the industry, not just advised it.

Article cover for 'The Hospitality Pricing Strategy Most Venues Don't Have.' A bold black wine goblet with a single claret drop inside, surrounded by floating dollar signs and question marks scattered across a cream tile background. Visualising the uncertainty most hospitality venues bring to pricing decisions. Cameron Abbott, Brand Consultant, makegoodgreat.com.au.
Business17 May 20268 min read

The Hospitality Pricing Strategy Most Venues Don't Have

FMCG brands have been running deliberate pricing strategies for decades. Most hospitality businesses are still winging it. The playbook exists. It just needs translating.

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Claude Design is the new WYSIWYG, but it still needs a good driver.' Bold white and gold text reading 'The car is fast. It still needs a good driver.' alongside an illustrated cream speedometer with the needle pinned near maximum output — labelled OUTPUT x 1000, PAGES / HOUR. Dark navy background. Cameron Abbott, Brand Consultant, makegoodgreat.com.au.
Design5 May 20267 min read

Claude Design is the new WYSIWYG. It still needs a driver.

Claude Design builds and iterates on real websites through plain language. The ceiling is no longer the tool. It is the judgment of the person directing it.

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Article cover for 'Your business doesn't have a marketing problem. It has a gap problem.' Illustrated diagram on a dark navy background showing a truss bridge spanning a chasm, labelled 'The Bridge' above and 'The Gap' below. Visualising the distance between what hospitality businesses promise in their marketing and what guests actually experience. Cameron Abbott, Brand Consultant, makegoodgreat.com.au.
Business29 April 20267 min read

Your business doesn't have a marketing problem. It has a gap.

Most hospitality businesses asking for more marketing are actually asking for more sales. Those are not the same thing. Here is what the gap between brand promise and guest experience actually costs you.

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Article cover for 'The Creator Partnership Assumption That 125 Million People Just Proved Wrong.' A laptop displaying YouTube Premium's four-camera view with the Jump Ahead button circled in red, highlighting how the feature skips creator sponsorship reads. Text reads 'Wait what?' with an arrow pointing to the skip button. Cameron Abbott, Brand Consultant, makegoodgreat.com.au.
Brand Strategy6 April 20267 min read

The 125-million-person problem with creator partnerships

YouTube Premium's Jump Ahead feature gives 125 million subscribers a one-tap skip past your sponsorship. What it means for creator briefs and where the money needs to go next.

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