by Cameron McClellan | Culture
Why Gen Z approaches work differently and what that looks like on your team. Gen Z is often criticized for how we approach work: wanting too much flexibility, questioning every decision and expecting careers to work differently than they did for the generations before...
by Strahinja Spasojevic | GEO
A practical guide to making your organization easier for people and AI to find (and trust) Our teams have spent a lot of time lately testing how brands appear in AI answers, reviewing the sources behind those answers, and helping organizations understand what AI seems...
by Christine Colucci | Lead with Brand
Revenue probably isn’t on your HR scorecard. But I think HR has a lot more opportunity to influence revenue and growth than we tend to talk about. HR sits in a really interesting place inside an organization. You have visibility into the people experience,...
by Amber Yoder | Brand Led Growth
Savvy communications leaders understand the critical importance of a brand strategy. The stories we tell day to day across marketing, sales, and internal communications can vary widely based on audience, need, timeliness, and offering. Without a clear strategy...
by Christine Colucci | Brand Led Growth
The moment companies start struggling operationally, most leadership teams respond the same way: They add more process, approvals, meetings, and reporting layers. They introduce more checkpoints between decision-making and execution, causing the organization to start...
by Edward Baldwin | Brand Led Growth
We’re all chasing growth, looking to capture revenue, convert buyers, and make each quarter more predictable. But to drive sustained growth over time, we have to accept a tough truth: at any given moment, most of your market is not buying. And by “most,” I mean close...
by Strahinja Spasojevic | Brand Led Growth
Paul Graham’s recent essay, The Brand Age, is one of the sharper critiques of branding I’ve read in a while. Using Swiss watchmaking as his case study, he traces how an industry once driven by engineering progress ran into the limits of product differentiation. The...
by Christine Colucci | Lead with Brand
Most companies treat their brand as something built for the market. They invest in messaging, campaigns, and customer experience. They refine positioning and storytelling. They measure buyer awareness and perception. But they often overlook an audience that plays a...
by Edward Baldwin | Brand Led Growth
McKinsey’s State of Marketing Europe 2026 report adds some classic Big-Four quant to what I’m sure you’ve been hearing shouted triumphantly across your LinkedIn feed by marketers and brand practitioners alike: Brand is back! After a decade dominated by performance...
by Susan Nettles | Brand Strategy
Color series, Part 2: Color Means Business is about defining color characteristics and the emotional qualities of basic color categories. Red demands attention. This color has so much power and depth – we always seem to know what red wants. It grabs your attention and...
