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Nobody’s outreach list is built for unattended domains Because nobody’s pitching them a story. There isn’t one to tell them. A comparison site doesn’t need a cultural hook. A directory doesn’t need a case study. A community forum discussion doesn’t need an expert quote.

LLMs are brand engines, not product evaluators To understand why the "better product wins" theory falls short, you need to understand what these models are doing when they generate a recommendation. Large language models don't query a database. They’re not a big excel in the sky translated into an answer by some infallible, omniscient typist. They generate text by drawing on patterns of association built from enormous amounts of training data.

How To: Make brand codes that work for you Brand codes developed for static print or social media even 5 years ago don't automatically translate. A typographic code that's distinctive in a blog post might be irrelevant in a voice search result.

The alternative: measuring Share of Model So if direct attribution is impossible, what should credible agencies measure instead? The answer is Share of Model, or visibility percentage. It’s a more honest approach to understanding AI visibility.

We're nearing the end of January, which means everyone’s LinkedIn has been drowning in 2026 predictions. If, like us, you've noticed the 47,000 influencer marketers declaring that 2026 is "the year of long-term creator partnerships’, it’s important to note that they're not wrong. But they are just missing about 80% of the story. Because yes, longer contracts are part of what’s going to happen this year.

If you've spent the past year watching LinkedIn fill up with hot takes about "GEO" (Generative Engine Optimisation, for the uninitiated), you'd be forgiven for thinking that digital PR in 2026 is all about gaming ChatGPT's citations and stuffing structured data into every paragraph. You'd also be wrong.

4. Subverting category expectations to speak as your brand In a season where most brands play it safe with their Christmas marketing ideas, a few earn attention by doing the exact opposite. Tenzing's "Anti-Santa" campaign is a brilliant example of a Christmas ad that zigged when others zagged.

Why these tactics actually work Most marketing psychology sections in articles like this cherry-pick research to justify whatever the brand was already planning to do. We're not going to pretend we're above that - these studies are here because they support the campaigns we've shown you. But they're worth reading because they explain why contrarian tactics work when safe approaches don't.

The search landscape has fundamentally changed, and if you're here, it's likely because you've noticed it, too. When someone searches "best running shoes for flat feet" or "honest review of meal kit services," they're finding Reddit discussions - not carefully crafted brand blogs or listicles. Traditional marketing content is losing some of its hallowed SEO ground to something far more powerful: authentic human conversation.

1. Burger King: "The Call" Do you have a soft spot for camp, classic horror movies, or is that just us? For their 2023 campaign, Burger King took inspiration from "The Ring" and turned the silly dial up to 11. Adding Ghost Pepper items to their menu for Halloween, the brand turned to director Alfonso Gomez-Rejon (American Horror Story) for their ad, in which a woman recieves an ominous phone call telling her “It’s back. It’s coming for you”, after which the food items levitate towards her.