Journal

I've spent two decades building brands for businesses that exist in the physical world. This is where I think out loud - about process, strategy, the work, and what the industry keeps getting wrong.

Journal

I’ve spent two decades building brands for businesses that exist in the physical world. This is where I think out loud, about process, strategy, the work, and what the industry keeps getting wrong.

Journal

I've spent two decades building brands for businesses that exist in the physical world. This is where I think out loud - about process, strategy, the work, and what the industry keeps getting wrong.

Journal

I've spent two decades building brands for businesses that exist in the physical world. This is where I think out loud - about process, strategy, the work, and what the industry keeps getting wrong.

Opinion

Paul Mullen

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What Is AI Optimisation, and Why Should Your Brand Care?

AI assistants are changing how brands get discovered online. Here's what AI optimisation is, why it matters, and what outdoor brands stand to gain.

A figure in a futuristic helmet and outdoor gear stands on a misty Scottish hillside — AI and the outdoors, converging.

Opinion

Paul Mullen

→

What Is AI Optimisation, and Why Should Your Brand Care?

AI assistants are changing how brands get discovered online. Here's what AI optimisation is, why it matters, and what outdoor brands stand to gain.

A figure in a futuristic helmet and outdoor gear stands on a misty Scottish hillside — AI and the outdoors, converging.

Opinion

Paul Mullen

→

The Mountain Bike Industry’s Digital Problem

After nine years working with MTB brands, one thing is clear: the industry underinvests in digital experience. Poor web design doesn’t just hurt brands; it costs local bike shops the customers they depend on.

Orbea Rallon RS

Opinion

Paul Mullen

→

The Mountain Bike Industry’s Digital Problem

After nine years working with MTB brands, one thing is clear: the industry underinvests in digital experience. Poor web design doesn’t just hurt brands; it costs local bike shops the customers they depend on.

Orbea Rallon RS

Opinion

Paul Mullen

→

What Is AI Optimisation, and Why Should Your Brand Care?

AI assistants are changing how brands get discovered online. Here's what AI optimisation is, why it matters, and what outdoor brands stand to gain.

A figure in a futuristic helmet and outdoor gear stands on a misty Scottish hillside — AI and the outdoors, converging.

Opinion

Paul Mullen

→

The Mountain Bike Industry’s Digital Problem

After nine years working with MTB brands, one thing is clear: the industry underinvests in digital experience. Poor web design doesn’t just hurt brands; it costs local bike shops the customers they depend on.

Orbea Rallon RS