TFC: Bridging the Belief Gap: How Live Experiences Drive Trust and Action in an AI-Driven World
In today’s complex marketplace, brand awareness is no longer sufficient. Customers and B2B buyers face a deluge of information, much of it AI-generated, making it increasingly…
Expert Mode: How to Make Your Rebrand Behave Differently, Not Just Look Different with Greg Heinz of Optimizely
Recently, Optimizely undertook a brand transformation, moving to position itself not merely as a collection of powerful tools for experimentation and content, but as the definitive…
Zappi: Mastering Social Video: Data-Driven Strategies for Creative Effectiveness
Zappi’s “State of Creative Effectiveness: Social Video” report underscores a fundamental tension in social media advertising: the drive for attention versus the imperative for brand attribution.…
Expert Mode: Influence Orchestration in the Age of the AI Shortlist
The B2B buying journey has always been a complex, multi-touch affair, but the last few years have introduced a new gatekeeper that is fundamentally altering the…
Expert Mode: Your Best Creator Is Probably Already on Payroll with Donatas Smailys from Billo
Donatas Smailys, co-founder and CEO of Billo, a creator economy platform that turns creator video into performance ads, argues the shift is bigger than scale —…
AI Search Is Rewriting Brand Visibility. Earned Media Is Becoming Infrastructure.
The question for brands is changing from “Can we rank?” to “Will AI recognize us as credible enough to include in the answer?”
Influence Orchestration: Earning B2B Trust in the AI-Driven Buyer’s Journey
The Spotlight Influence Orchestration Report introduces Influence Orchestration as the deliberate coordination of all trusted third-party voices to build verifiable credibility.
Expert Mode: Brand Stewardship as an Offensive Strategy in the Age of AI with Jason Ippen, Georgia-Pacific
This article was based on the interview with Georgia-Pacific’s Jason Ippen on the intersection of brand creativity and AI by Greg Kihlström, AI and MarTech keynote…
