Summary Judgement
James ClarkI'm a career marketer with a focus on brand and brand strategy. Read my thoughts about this craft and how it applies to the most interesting industries.
| Platform |  | Pricing | Freemium | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 28 | Founded | 4 years ago | Last Issue | 3 months ago |
| Active | |||||
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summaryjudgement.substack.comLatest Issues
Anduril vs Anduril: Marketing Head to Head
Last year I wrote a post called Anduril vs Helsing, in it I did marketing teardown of two leading defence tech brands head to head, element by element, to see what their marketing told us about the company’s business objectives (because all...
Butter to Guns
There’s a pattern that repeats often enough in deeptech that it’s worth naming.
A company builds something genuinely useful – mapping software, computer vision, a new type of jet engine. It finds product-market fit in the commercial world....
A League of Champions
Leonidas at Thermopylae - Jacques-Louis David
There’s a question that doesn’t get asked enough in European defence circles.
Not “do we have the technology?” We do, or we’re building it. Not “do we have the money?” The combined GDP of Euro...
The ‘Consumerisation’ of Defence
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Well that was a heck of a year!
Exactly a year ago I published Marketing for Mavericks. In it, I argued that a vibeshift was underway and defence marketing had fundamentally changed. The old model –schmoozing officials and anodyne o...
Claude, ChatGPT and the Scam Ad Trap
The Scam Ad Trap
In advertising, there’s a term for the work young creatives make to fill their portfolios: Scam Ads. They’re clever and they win awards at student shows. They share one defining feature: no client would ever run them....
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Authors
The writers behind this newsletter.
James is the Founder of Maverick and Goose, a brand marketing consultancy focused on Deeptech, Dual-use and Defencetech businesses. Over the last 25+ years, James has developed and honed a highly diverse range of marketing and business skills.
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