Writing
An index of Mike Millett's writing: the Adaptive Brand Management foundations paper, Elevate or Vanish, and his essays on MarketingOB1.
This is an index of authorship rather than a copy of the work. Each entry points at the canonical location, which is almost always another property in the ecosystem.
Where he publishes
MarketingOB1: Ideas
Essays under his own byline on trust, customer movement, brand adaptation and AI visibility.
marketingob1.com/ideas/Trust-First Marketing
The canonical body of work on building the trust environment before scaling reach.
marketingob1.comThe Marketing Helix
The framework, its essays and its research.
marketinghelix.comLong-form
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Adaptive Brand Management: Foundations
The foundations paper defining Adaptive Brand Management as the ongoing responsibility for aligning how an organisation is understood, found and experienced with changes in its operating environment.
Suggested citation: Millett, M. (2026). Adaptive Brand Management: Foundations (Version 3.0). Marketing Helix. https://marketinghelix.com/adaptive-brand-management/
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Elevate or Vanish
The business transformation thesis: why companies must keep evolving as perception, markets, technology and customer expectations change.
Contributed
- Entrepreneur Magazine, contributor.
- Authority Magazine, contributor and interview subject.
Independent coverage and appearances are collected on the media page.