Be More Cheetah is a trading brand of The Zest Collective Limited, registered in England, number 04515631
Getting it right since the year 2000

By Steve Fairhurst - a man who now talks to computers for a living. I have a confession to make. Last Tuesday, I spent forty-five minutes having a conversation with an AI about the emotional resonance of lager. And somewhere around minute thirty-two, when the machine told me that consumers in the 35–54 demographic associate the smell of beer with "freedom," I realized two things simultaneously:  First, that it was right, and second, that I needed a drink. My name is Steve. I

Most UK challenger brands think their problem is budget.   It isn’t. Their problem is bravery. And I’m not talking about bold risks that aim to “disrupt” – I’m talking about challenging the frustrating ‘norms’ of the customer experience.   Because in the UK right now, the market is set up for challengers to win.   Half of shoppers have bought from them in the last six months, and higher‑income households are even more likely to try them than lower‑income ones.   There’s a £4b

Your CRO thinks the teams are aligned. Your CMO agrees. Your Head of Customer Success nods. They're all wrong. Forrester say 82% of executives believe their teams are aligned, but only 35% of the people doing the work agree. That's not just a gap. That's the Grand Canyon. Here's what's happening: Digital channels went from 33% of UK B2B revenue in 2021 to 46% in 2023 Statista . Buyers changed how they buy. But your teams didn't change how they work together. Marketing genera

As it turns out, I've been a Fractional CMO running an FMO for a long long time. Who knew? I have a broad dislike of 'buzzwords and phrases' so I never even bothered to check this one out. But now it's cool to the point where people use it as the lead statement on their LinkedIn profiles... So I'll explain it like so - for the buzzword allergic. The people who laugh too hard at Wankernomics. Most companies in 2026 have the same headache   Targets keep going up. Headcount and

Agentic commerce means AI does your shopping. Not “recommends”. Not “suggests”. Buys. You say: “Find me the best 75‑inch TV under £1,500, delivered by Friday.” The agent does the rest. Searches. Compares. Checks reviews. Applies discounts. Pays. The only human action is intent. "Find me this." Find me that."   What funnel? No five‑stage journey. Just intent and order. If you’re in sales, that should grab your attention. Because the thing you need to influence is no longer a p

A bloke walks into a bar. He said “ouch”. It was an iron bar. We're all walking into the bar right now. The bar is called AI. And everyone's acting like the place is going to burn down.   Remember when everyone thought AI was going to steal all the marketing jobs? That was yesterday. Today, 91% of marketers think AI will actually create MORE jobs. What changed? People stopped panicking long enough to actually think.   The chef at the pass Ever been to a Michelin-starred resta

In the wild, a missed opportunity means you go hungry. Much like the business world in 2026. But we believe there is a ‘sweet spot’ between “that’ll do” and “absolute perfection” that everyone should be aiming for.   Kill ‘analysis paralysis’ (The 80/20 Rule)   Cheetahs don’t wait for the perfect moment; they wait for the right moment. Most internal marketing teams get bogged down in endless meetings and try too hard to ‘perfect’ a piece of content.   Costs spiral, nobody win

The word 'small' can limit how your company is perceived. As a test, I ran our company through Chat GPT , Google Gemini , Perplexity and Claude using the question "Are Be More Cheetah any good?" And I found a chink in our armour. The term ' agile' captures the true strength of a business that moves quickly, adapts easily, and stays flexible in changing markets. This is why agility matters more than size and how embracing this mindset can help your business thrive. David

When the world turned 'digital' The world is obsessed with “digital activations”: From social media schedules to Google PPC to intrusive AI suggestions in Microsoft Word: ‘Would you like to write a bedtime story about dinosaurs for an 8 year old?’ – Well no actually, I can’t think of anything more irrelevant.   Think of the current obsession with ‘digital’ as a party in full swing. Everyone is drunk and high on coke and everyone is screaming at you all at the same time. You c

About 30 seconds in the case of the new Cazoo ad campaign. I love internal combustion engines I'm a hopelessly devoted petrolhead. I love cars and thanks to the influence of my frugal father, I love buying cars. I pore over Autotrader in the same way that teenage boys (and older) browse Pornhub. I research categories - which is the best sweet spot between MPG and usable torque? I research prices via Parkers. I research specs, tax bands, CO2 emissions and colour options. Then

Whilst you can’t ignore the need to attract millennials and younger, there’s an argument that says it’s time to reconnect with 40-50 somethings and turn up the traffic and the volume. Nearly everyone in the drinks trade is searching for new ways to generate ‘Instagrammable’ retail and brand experiences to pander to the whims of a generation who are notoriously fickle. It’s a necessary evil as time and the world marches on. Progress stops for no-one. But spare a thought for th

Is the 1983 Kinder Egg Advert the best advert ever made? I think so. Picture the scene. It’s 1983. I am 15 years old and I’m watching the...

I genuinely lie awake at night wondering how people choose agencies and experience tells me that it boils down to one thing.

It will come as no surprise that many people in my line of work love a meeting. Meetings represent a chance to generate billable hours

Adding a blog does not mean having a blog. Will I be any different to the hoards of people who never write anything at all - ever? Watch...