AI can generate content in seconds, but strategic brand messaging still requires judgement, nuance and craft. This article explores how the best marketing teams are using AI as a thinking partner—not a writing shortcut—to develop sharper positioning, stronger brand voices and more distinctive campaigns.
We’ve seen how branded content evolves from campaign support into institutional infrastructure. At a certain point, what’s needed isn’t more output – it’s an engine. There comes a point in many complex organisations when branded content stops being a marketing activity and starts becoming an operational, commercial responsibility. The shift is gradual. Calendars fill up… Read more »
There have been few branding shake-ups as large and wide-ranging as the financial sector. In such a rapidly evolving market, how do traditional finance brands successfully position themselves against challenger banks? After decades of ‘brass plate and navy’ branding from the ‘big four’ who oversaw a virtual monopoly on the sector, new disruptors and challengers… Read more »