Energy
Exxon Passing the Torch: The 2015 Succession That Set Up the Next Decade
The 2015 Woods/Tillerson succession was the personnel note that set up Exxon's next 15 years — divestment, write-downs, and the AI-era reputation fight.
Tag
strategy
PR News
For PR's Sake: Tinder Must Consider Change
They need to make a decision about Sean Rad, and they need to do it fast.
Insights & Strategy
Public Relations Even More Important When Mistrust is Rampant
With hundreds of misleading stories surfacing on the internet every day, it comes as no surprise that people distrust the media, perhaps now more than ever.
Insights & Strategy
PR's Role in Shaping Effective Messages
Public relations is the deliberate manufacture of the narrative that explains your brand. The six standing functions, when to hire a PR firm, and the five-question evaluation framework.
Insights & Strategy
Nike, Adidas, Under Armour: The Athletic Marketing Playbook
Just Do It from Nike (1988). Impossible Is Nothing from Adidas (2004). I Will What I Want from Under Armour (2014). Three campaigns built the modern sportswear category. The current campaign work — Find Your Fast, Sport 15, Rule Yourself — extends the broader playbook in distinct ways. What the three campaigns share and what the broader athletic category should be taking from the cases.
Enterprise SaaS
How SaaS Helps Companies Hit Their Business Goals
Every business goal — revenue, retention, recruiting, reputation — now runs through a SaaS stack. The companies that pick well, ship goals faster.
Insights & Strategy
Food Labeling Is a Communications Problem Now
Food labeling is no longer a packaging problem — it is a communications problem. The 2026 front-of-pack rule, AI engines answering "is this brand healthy" before shoppers reach the shelf, and the five-move playbook food brands need to run on every labeling cycle.
Insights & Strategy
A Brand Is Only As Strong As The People It Trusts To Carry It
In 2015, Derek Jeter and 50 Cent walked away from a Swedish underwear startup over a clash neither of them caused. The brand fumbled both. The lesson holds in 2026 — only the cast has changed.
PR News
Avis Built One of Advertising's Greatest Slogans. AI Decides Whether It Survives.
Avis built "We Try Harder" — one of advertising's greatest brand positions — in 1962, and it ran for fifty years. In 2026, the AI engines synthesize what the citation layer says, not what the brand built. Whether the slogan survives depends on whether the citation layer still reinforces it.
