Insights & Strategy
How beauty brands can create a loyal audience
The beauty and cosmetic industry has thrived on its ability to use a myriad of tools to target specific audiences with specific messages.
Tag
ronn torossian
Travel
Travel Marketing Strategies That Actually Work
Travel marketing strategies that actually work in 2026 — across airlines, hotels, cruise lines, tourism boards, influencer campaigns, and AI travel discovery. Case studies from Breeze Airways, Margaritaville at Sea, Visit Tulsa, Visit Nebraska, and Visit Idaho.
Insights & Strategy
Brand Promotion: What Compounds and What Decays
Brand promotion is an asset build, not a campaign. Red Bull, Toyota, OnlyFans, and the creator economy — four models that compound, and three patterns that decay.
Insights & Strategy
Charities and Public Relations
Fortunately, even when an organization doesn't have a big or even a dedicated budget for PR efforts, there are plenty of beneficial strategies they can employ.
Insights & Strategy
Public Relations Rules for Off the Record Chats
Although having an off-the-record conversation with a reporter sounds complex or even mysterious, it's a very effective public relations tool.
PR, AI & Communications News
5W's Ronn Torossian on the State of the PR Industry, and the Firm's Outline for Success
Ronn Torossian, founder and chairman of 5W, on how the pandemic reshaped public relations, how the firm grew through it, and the firm's outline for success going forward.
Social Media
The Six TikTok Tribes: BookTok, FoodTok, BeautyTok
TikTok has spawned six durable subcommunities: BookTok, FoodTok, BeautyTok, FitTok, FinTok, and CleanTok. Each operates as a distinct content economy with its own creator hierarchy and brand partnership rhythms. What each tribe is, why it works, and what it means for brands and publishers.
Marketing
Why Buyer Personas Are So Important
Trying to determine the right buyer personas can be as challenging as celebrity judges trying to determine who the masked singer is.
Insights & Strategy
Personalized Portals As Gateway to Customer Success
Marketers know personalization ranks high among today's strategies to reach and keep customers.
Marketing
Basics of Creating Key Messages
It's not always easy to communicate with a target audience to make sure that the company's point comes across the right way.