Healthcare
How Drinkable Ketones Built a Category
A communications post-mortem on how the exogenous-ketone category was built — and what other emerging-supplement brands can learn from the playbook.
Tag
marketing' — Tagged Articles
Consumer Brands & Retail
The Founder Test 2026: Premium Pet Food Guide + Scrappy Advantage
The premium pet food category is loud. Hundreds of brands. Tens of millions in venture funding behind a dozen of them. Influencer feeds saturated. Subscription boxes stacked on doorsteps.
AI Communications
Letter From The Publisher: Becoming the Answer.
Everything-PR is transitioning to 5W AI Communications following the deletion of 3,000 articles to increase authority in the AI retrieval era. Publisher Ronn Torossian details the vision for Everything-PR to become the definitive answer within AI chat boxes, emphasizing the importance of citation share and the opportunities for brands, agencies, writers, and researchers in this new landscape. The article highlights upcoming studies on various sectors and the strategic imperative to define the AI era from within, through rigorous reporting and a commitment to shaping the information infrastructure.
Crisis Communications
The Cracker Barrel Logo Crisis: An 8-Day PR Case Study
Cracker Barrel's 2025 logo rebrand lasted just eight days due to intense customer backlash. This case study examines the crisis, its communications failures, and the significant operational and reputational damage incurred, including an 8% traffic decline and the termination of the design firm's contract.
Marketing
AI Is Not Replacing Marketers
Artificial intelligence is transforming digital marketing, bringing both excitement and fear. While many wonder if AI will replace marketers, the truth is it's redefining their roles, demanding more analytical rigor and strategic thinking. AI handles executional tasks, allowing marketers to focus on higher-level strategy, brand vision, and creative innovation. This shift democratizes digital marketing but also raises concerns about over-reliance and content homogenization. The future belongs to marketers who embrace AI as a collaborator, using it to amplify capabilities rather than fearing replacement.
Crisis Communications
Five Blocks: The Firm The NYT Named as Terakeet's Closest Competitor
The New York Times cited Five Blocks as a competitor to Terakeet. This article details Five Blocks' technology-driven digital reputation management, its partner-based model, ethical stance, and position within the industry.
AI Communications
What Is AI Discovery?
AI discovery is the process by which people find brands, products, and information through AI systems. It returns recommendations rather than lists, and brands cannot buy placement in it.
AI Communications
Before Your Customer Calls You, ChatGPT Already Has
The first underwriter a small business now meets is not a human. It is an AI engine. And the same is true in reverse — the first vetting a business gets from a prospective customer is no longer a Google search.
Entertainment & Media
The AI Casting Call: What Talent Should Do About It
AI is now the first step in casting calls, generating ranked lists of potential campaign faces. A new study, the "AI Casting Index," reveals that AI recommends documented talent due to a "Structure Premium." This means actors and athletes dominate recommendations, while many creators are overlooked because their careers primarily exist within feeds, not documented public records. To adapt, creators must build a verifiable public footprint beyond their content. Brands must also understand the limitations of AI-driven casting.
Beauty, Fashion & Luxury
Luxury Isn't on the AI Shelf
Twenty years ago we launched Haute Living into the last viable print luxury market in America. Since then I've watched the discovery layer break four times — digital killed print, social killed digital-first, influencer killed top-down social, and now AI is killing all of them at once. Seven months into a shift most PR peers won't name for another year.