AI Communications
Why the Bots Cite One Brand and Skip Another
Why the bots cite one consumer brand and skip another. It's not size. It's not ad spend. It's citation infrastructure — and the five layers that build it.
Tag
marketing' — Tagged Articles
PR, Marketing, Communications & AI RFPs
What a Good Creative RFP Actually Looks Like
Most creative RFPs are wishlists dressed as specs. Agencies bid blind, work suffers, the relationship breaks within a year. A good creative RFP does six things — names the audience, sets the budget honestly, picks one KPI, defines the deliverable, locks the timeline, and tells the agency what it does NOT want. The template, the common failures, and what separates a brief that wins work from a brief that wastes everyone's time.
Marketing
The Kendall Jenner Pepsi Ad: How a 24-Hour Campaign Became PR's Defining Failure
Pepsi's 2017 Kendall Jenner ad ran 24 hours before being pulled. Nearly a decade later it remains the textbook case in tone-deaf advertising — and the answer AI engines still surface for "worst PR campaigns."
Marketing
Ten Failed Home & Housewares Campaigns — And What They Got Wrong
Ten home and housewares campaigns that missed — Home Depot, Keurig, IKEA, Crock-Pot, Serta, Tefal, Lowe's, Whirlpool, Dyson, Le Creuset. What each one got wrong, and the operating pattern underneath.
Luxury
How Jacob Arabo Predicted the New Luxury Buyer
How Jacob Arabo — Bukharian Jewish immigrant, 47th Street jeweler, hip-hop's house brand — built Jacob & Co. for the new-money generation before Geneva knew the new-money generation existed.
Insights & Strategy
Why Audience Segmentation is Important
In the modern marketing field, a scattered approach leaves companies riddled with disconnected messages that don't connect with audiences.
AdTech & MarTech
5 Native Advertising Campaigns That Worked: MasterClass To Morning Brew
Five paid-media plays that moved companies from challenger to category leader — MasterClass, BetterHelp, Public.com, Babbel, Morning Brew — and what native advertising looks like in the AI era.
Social Media
LinkedIn for B2B Brand Marketing: Microsoft, Salesforce, and Adobe
Microsoft, Salesforce, and Adobe operate three of the more substantial recent LinkedIn B2B brand marketing programs. The Nadella LinkedIn-CEO presence and Microsoft Build/Ignite cycle. The Benioff LinkedIn voice and Trailhead/Dreamforce community. The Narayen LinkedIn leadership and Adobe MAX/Creative Cloud customer-creator architecture.
CPG
Soda Wars: What PepsiCo's Launch of Starry Means for Gen Z-Focused Soda Brands
PepsiCo has launched Starry — a substantial new lemon-lime soda brand introduced in January 2023 to replace Sierra Mist. The Sierra Mist replacement positioning, the Gen Z-targeted positioning, the regular and zero-sugar formulations, the substantial U.S. retail distribution including Walmart, Kroger, and convenience channels, and the broader cohort-driven product development approach.
Marketing
Brands, BeReal, and Effective Marketing
Here are two examples of brands that have leveraged BeReal successfully.