About / Our team
Luke Besant
Head of Marketing, The Conscious Marketing Group
Luke turns insight into marketing strategy, and strategy into results you can measure. He leads CMG’s marketing strategy, digital performance and marketing systems.
At CMG, Luke…
- Turns Four Truths insight into channel and content strategy
- Runs search, AI visibility, paid media and digital PR
- Builds the CRM, automation and dashboards behind client reporting
Writing
12 articles from Luke
Reinvention vs. Recognition: Why Your Brand Needs to Be Remembered Before It Can Be Remixed
In a world obsessed with innovation, novelty, and ‘the next big thing’, it’s tempting to think that reinventing your brand is the…
By Luke Besant
Influencer Marketing: Best Practices and Ethical Considerations
Influencers are everywhere. They are photographing their eggs Benedict at your favourite restaurant; they are queuing up to catch the perfect Golden…
By The Conscious Marketing Group, with Luke Besant
The Role of Content in Brand Communication: Critical or Overstated?
No matter what your opinions may be about media, be it social, informational, or entertainment varieties, it plays a major role in…
By The Conscious Marketing Group, with Luke Besant
Mapping Your Customer Journey: A Step-by-Step Guide
Developing a customer journey map can seem like an insurmountable task, the customer can be fickle, with intricate emotions, and quickly changing…
By Luke Besant
Content Marketing Is Getting Old… But It Doesn’t Matter. It’s Immortal.
There’s a prevailing wisdom in marketing, often paraphrased as, “People don’t engage with ads; they engage with what interests them, and sometimes…
By Luke Besant
The Backbone of Virality: Why Do People Share Content and How Can Brands Leverage It?
Virality isn’t an accident. Nor is it just a lucky break granted by the algorithm gods. It’s something that happens when content…
By Luke Besant
Why Memorable Brands Win
When we think about marketing, clever slogans, persuasive copy, or high-converting ads tend to pop into our heads, trying to convince us…
By Luke Besant
Price and Perspective: Aligning Your Value with Your Customer’s Worldview
At The Conscious Marketing Group, we often encounter business owners who are passionate about what they do. They’ve invested their time, energy,…
By Luke Besant
Digital Marketing Trends for 2025: What to Expect and What They Mean for Your Brand
It’s that time of year again. The inbox is full of newsletters from marketing gurus, each proclaiming they have the ultimate but…
By The Conscious Marketing Group, with Luke Besant and Candace Gerlach
How to Price a Product: The Simplest Guide to Effective Pricing Models
Pricing isn’t just a number on a tag or a figure in a spreadsheet – it’s a story, a declaration of value,…
By Luke Besant
How the New Year Resets Customer Habits (and What Your Brand Can Do About It)
The New Year brings more than just a fresh start — it marks a powerful moment of transformation for consumers. It’s a…
By The Conscious Marketing Group, with Luke Besant and Candace Gerlach
Crafting a Genuine Brand Personality: The Heart of Conscious Marketing
Developing and creating a brand from scratch is no small feat. It takes determination, dedication, hard work, and potentially sacrificing other aspects…
By The Conscious Marketing Group, with Luke Besant