For decades, construction products competed for Google’s first page. Today they are competing… to become AI’s first answer. Gartner sees this shift as so significant that the consultancy expects PR – and earned media budgets – to double...
Marketing products like faucets has always been a difficult assignment. After all, the category is mature, highly competitive and functionally predictable. Design trends evolve – but the core product rarely changes – in ways that fundamentally...
Last week, a Wall Street Journal article framed the rise of communications executives in the C-suite as “the revenge of the publicists.” It’s a catchy headline. But the best communications leaders were never simply publicists. They’re...
Most of us know the basic story of bees and flowers. The relationship is symbiotic. Bees move from bloom to bloom – which helps plants reproduce – while gathering what’s needed to sustain the hive. Yes, an essential exchange. What gets overlooked. Is...
For years, creating a brand for building products treated digital marketing as a support function. Host a website. Populate a CRM platform and an outbound email campaign. Post some social content and a budget for selected paid media. And when technology finally became...
