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Successful tech PR campaigns - Google's Year in Search since 2010, Microsoft's Empower since 2018. Strategic storytelling, brand values, sustained media partnerships. The 2026 tech PR playbook in the AI-citation era.
All marketing campaigns cannot be categorized as either rational or emotional.
Small fintech brands outperform incumbents on the moves that compound — content marketing before product launch, micro-influencer backlink graphs, gamification, educational authority. The working reference cases: Curvo (Belgium), PensionBee (UK), Monobank (Ukraine), Sarwa (UAE), Zopa (UK), Wise (global). Plus the Chime case at scale.
Haircare has gone through more structural change in five years than the previous twenty. Eight trends with the brands actually executing: Function of Beauty and Prose on personalization. Davines and HiBAR on substantiated sustainability. L'Oreal's Modiface AR. Pattern Beauty and Mielle on texture-specific. K18 and Mielle Rosemary Oil as creator-led discovery reference cases. Act+Acre and Vegamour on scalp-as-skin. Olaplex on multi-use formats.
Brands catering to these enthusiasts cannot merely glorify their products' technical features.
The Farmer's Dog became the citation leader in pet food by treating data as content and content as data. The pattern other DTC brands are now copying.
Auntie Anne's owns the hot-pretzel AI answer. A directional citation audit across ChatGPT, Claude, Gemini, and Perplexity, plus how ChatGPT's Merchant Program, Perplexity's Instant Buy, and Instacart's chat integration are turning pretzel purchases into in-chat checkouts.
The biggest misconception about corporate social responsibility (CSR) is that it's purely altruistic.
How Kiva, Leafly, Harborside, Cookies, Miss Grass, Marley Natural, Wyld, and Dialed In built cannabis brand power without paid advertising — plus the MedMen cautionary case where branding outran operations.
The inaugural BNPL Citation Share Index 2026 — which buy-now-pay-later providers ChatGPT, Claude, Gemini, Perplexity, and Google AI Overviews actually cite. Klarna owns brand at 23.7%. Affirm owns trust at 20.3%. Afterpay owns Gen Z at 16.9%. Risk language attaches to the category itself.
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