Beyond the Numbers
Emerging trends, tips and insights. Go beyond the numbers to learn best practices in generating and presenting insights.
From SEO to GEO: How to Measure Brand Visibility in AI-Powered Search
AI has changed how brands get discovered — but most marketing and communications teams are still measuring the wrong things. This post introduces the shift from SEO to GEO (Generative Engine Optimization), explains what citation share, sentiment alignment, and narrative dominance actually mean in practice, and provides a practical framework for evaluating the tools —…
The AI Trust Architecture: How to Earn Trust With AI Algorithms
To succeed in AI-powered search, brands must foster trust with both consumers and AI algorithms by providing credible, structured signals through schema markup, consistent brand information, and earning quality media mentions. Building an effective AI trust architecture, grounded in E-E-A-T principles, positions organizations for greater visibility and lasting authority as trust standards in search evolve.
How AI is Transforming Brand Visibility
Artificial intelligence is transforming brand visibility by shifting the economics of attention. As consumers increasingly turn to AI-enabled searches (either through Google AI Overviews or ChatGPT, Perplexity, etc), brands must refine content strategies and evolve measurement approaches in order to be seen.
Recommerce Revisited: Tariffs Fuel Resale Demand
Tariff increases are driving demand for secondhand apparel, with Gen Z and Millennials leading the trend toward resale. The value-driven younger generations are shopping secondhand due to economic pressures and sustainability concerns, influencing how brands strategize. As the resale market grows, brands must adapt to thrive amid changing consumer preferences.
A Miraculous Body of Work
Heinz Kluetmeier perfectly captured many iconic sports moments. Although he was an innovator in sports photography, his images were not diluted by innovations in artificial intelligence.
The Rise of Recommerce
Recommerce is the new playbook for brands looking to stay relevant. By embracing secondhand markets, companies can tap into a growing customer base and align with evolving consumer values More than a trend One of the latest trends in retail is, quite literally, nothing new. Recommerce — the buying and selling of second-hand goods— has…
Awkward and Authentic: Marketing Campaigns That Captivated Audiences
By leaning into vulnerability, brands can create authentic messages that resonate with consumers and break through the clutter.
Everyone’s Watching
Viewership of the NCAA Women’s Championship game between Iowa and South Carolina exceeded the Men’s final and many other notable events. Brands are beginning to capitalize on the surging popularity of Women’s sports through NIL sponsorships.
The Tipping Point
The NCAA Women’s Tournament is living up to the hype. Superstars Caitlin Clark, Angel Reese, Flau’jae Johnson, JuJu Watkins and Paige Bueckers are leading women’s basketball into the future.
See Their Name
As brands seek to reach female audiences during Women’s History Month, see how innovative brands are using a “less is more” approach to create emotional connections.
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