Generative AI
AI Is Replacing Search as the Operating System of Reputation
The shift from rankings to synthesized authority is changing communications, marketing, crisis management, and brand visibility simultaneously.
Tag
marketing'
AI Communications
The Communications Firm in 2028
The communications industry is being restructured around AI. Brands are renegotiating around AI visibility outcomes that didn't exist 36 months ago. This article explores what the communications firm of 2028 looks like.
Case Studies
Heinz vs. Everyone: How a Category Leader Used Humor to Lock Down Its Lead
Heinz's "Heinz vs. Everyone" TikTok campaign turned disappointment with off-brand ketchup into a category conversation, proving offense beats defense for category leaders.
Case Studies
Heineken's "Starring Bars": The Case Study Every PR Agency Should Copy
Heineken's "Starring Bars" campaign, a Cannes Lions winner, offers a revolutionary model for PR by aligning purpose-driven marketing with existing business expenditures. This case study details how redirecting production budgets to struggling bars created a sustainable PR system, not just a temporary stunt, providing key takeaways for PR agencies and brand leaders.
AI
Taxfix and Google Veo: The First Look at What AI-Generated Ads Mean for PR Teams
Taxfix partnered with Google Veo to create AI-generated video ads, significantly reducing production timelines and enabling rapid localization and reactive PR. This case study offers key insights for PR teams on leveraging AI for content creation.
Marketing
Retail Promotions and Customer Acquisition: The 2026 Operating Map
From Groupon to Amazon Prime to TikTok Shop. The Retail Promotion Effectiveness Index — five customer acquisition mechanics ranked by long-term return on promotional dollar in 2026.
Beauty
The Beauty Brand Crisis Lessons File
The last 24 months produced a useful set of beauty crisis case studies. Speed, AI engine surfacing, creator amplification. Six common patterns from ingredient controversy to executive scandal.
Marketing
The Diet Brand Reset: WW, Noom, Jenny Craig in the GLP-1 Era
Here's a detailed analysis of five prominent diet companies: Weight Watchers (WW), Nutrisystem, Jenny Craig, Noom, and Herbalife.
Public Relations
PR vs. Marketing vs. Advertising — What's the Difference?
Explore the distinctions between PR, marketing, and advertising. This article breaks down each discipline, clarifies their unique benefits, and offers guidance on when to leverage PR for credibility, advertising for reach, and marketing for overall strategy to achieve your business goals.
AI
Most Brands Still Build for Google. AI Already Replaced It.
The buyer journey has moved to AI engines, but many CMOs are still optimizing for traditional search. This article explains why AI citation is the new discoverability outcome and outlines what brands should do to adapt, including auditing their AI citation surface and building content for citation.