Brands that win have a unique point of view.
Thinkpiece helps ambitious brands create editorial content that humans notice, AI recommends and competitors can’t imitate.
For over a decade now we have combined editorial thinking, commercial strategy and digital understanding to create content that cuts through: highly competitive positioning, original ideas, distinctive voices and memorable arguments.
We are the communications engine that sits behind some of the UK’s most successful consumer challenger brands.
The advent of AI makes our approach - based on an originality and intelligence that’s supremely human - more valuable than ever. The future belongs to brands with something interesting to say.
We drill down into what makes your brand special and distinctive. We then turn that positioning into content that will deliver your key messages to the right people again and again.
We make brands more prominent, more efficient and more lovable. In a nutshell, more valuable.
A new landscape.
Search has changed (again). Brands need to change with it.
AI is transforming how people discover information, products and brands. Increasingly, users are getting answers directly from large language models instead of scrolling through search results.
That means the old playbook is irrelevant. For years, brands have been advised to produce generic, long-form SEO content aimed at driving organic clicks: ‘ultimate guides’ and ‘how to’ articles.
Now AI can produce that content in seconds, so the web is flooded with generic AI-generated content. Most of it adds no new insight, no particular perspective and no competitive advantage. As well as being boring for people to read, AI systems are becoming remarkably good at recognising this ‘slop’ - and ignoring it. AI-powered direct discovery is making most AI-generated content invisible.
To stand out, brands need a real and compelling point of difference, original thinking and a clear and distinctive voice.
According to Google, the #1 improvement from generative search for users is from:
"…links to unique articles or in-depth analyses on different facets of your topic, making it easy to satisfy your curiosity …. showcasing original voices".
To take this into the world as brand communications, you need to combine a deep understanding of strategy, commerce, brand, product, editorial and communications.
This is what we offer at Thinkpiece.
What we do for brands
We add huge value. We also make you hugely more efficient.
We give you a winning strategy and the language to bring it to life. But - unlike your typical branding and marketing agency - we don’t then leave it for you to work out how it’s going to operate day-to-day in your business. We are operators as well as strategists.
Specifically, this is some of what Thinkpiece can do for you from the very start, ongoing and for the foreseeable future:
identification and development of a winning market position
editorial strategy that combines brand goals and audience interest and evolves in response to feedback
rolling programme of the most purposeful, highest quality content in your vertical
reduction of spend on paid campaigns
content that supercharges your Search Everywhere Optimisation
imaginative challenger campaigns that elaborate messaging and ramp up profile
opinionated and authoritative editorial concepts that create conversation and differentiation
endless supply of adaptable content to fuel social media accounts
regular newsletters that are always well-populated with interesting, relevant and timely stories
And unlike an in-house resource we do this 52 weeks a year, don’t leave for greener pastures, don’t need to be periodically re-hired, inducted and trained, don’t get bored, and will never run out of great ideas.
As well as creating material value, we really will save you time, money and hassle.
From radically reducing spend on paid campaigns to establishing a new market to supercharging social media to doing more marketing with less overhead: for some of our clients, our work has taken them into profitability and been the chief driver of their growth.
Contact Andrew, our MD, at andrew@thinkpiece.co.uk to talk about how we can help your brand.
Brands we’ve worked with
sofa.com, Newspaper Club, Pooky, Dorset Cereals, Freddie's Flowers, Bulb Energy, Raft, Live Better With, The Maitland Clinic, The Children's Furniture Company, Sunspel, The Royal West of England Academy, The Modern House, Inigo, Sweet Analytics, Cullinan Studio, TaskHer, Naked Kitchens, Avon Tennis, Happy Yolk, Sharky & George, Schplendid, Langstaff.
Our oldest client
Rohan Blacker, founder of sofa.com, Pooky and Schplendid, following the trade sale of Pooky:
“You’ve been totally brilliant over the years. And a central part of all things Pooky. Thank you for everything you’ve done for us.”
We are now following the same path with Schplendid, his newest brand.
N.B.
This “‽” is an interrobang. It’s a punctuation mark that combines the question mark and the exclamation point, indicating a mixture of query and interjection. Think of it as meaning, 'Wait! What?'.