Mike Millett and Digilu
Mike Millett founded Digilu in 1999. Digilu is the Adaptive Brand Management company: ongoing responsibility for a business's trust, visibility and relevance.
Digilu is the commercial company Mike founded in 1999. It operates in Adaptive Brand Management: continuous responsibility for how a business is understood, found and experienced, rather than a project that finishes and hands over a deck.
Its positioning is that technology, websites, SEO, AI and advertising are tools. They are not the product. The product is ongoing responsibility for trust, visibility and relevance.
Trust Wins.
Digilu
Digilu helps businesses grow into market leaders. The measurement, accountability and reporting behind that work runs through The Observatory, its internal intelligence layer, which is where the claim that something improved has to be proved rather than asserted.
Twenty-seven years is the unusual part
Founded in 1999, which means the company predates most of what it now works on. It has operated through the early web, the rise of search, the social years and now AI visibility, and it is still the same company doing the same job: making sure a business is understood correctly by whatever people are using to find things this decade.
That is not longevity as a boast. It is the reason the company's argument about adaptation is not theoretical: it has had to do it to itself, repeatedly.
Where the boundary sits
This distinction matters, and blurring it is the most common mistake made about both.
Digilu
The company. The commercial offer, the memberships, the delivery, the client relationships, the accountability. Businesses hire Digilu, and somebody other than Mike is answerable for the work.
Mike Millett
The person who founded it. He is one part of a company larger than him, and Digilu's positions are not a transcript of his personal opinions.
Commercial marketing enquiries belong with Digilu rather than here. He does not take private engagements around the company.
Related
- Adaptive Brand Management, the category Digilu operates in and the paper Mike wrote defining it.
- Career history, including the work that ran alongside it.
- MarketingOB1, which is the teaching platform and is not the company.