Insights

TikTok is where discovery begins — but loyalty is built elsewhere. In a feed that moves in seconds, you can win attention fast; the next purchase is won when it’s easy to understand, believe in, and choose your brand again. Treat every video as a small trust transaction: if it gives the viewer proof, an explanation, or a useful service, you’ve earned a “trust token” you can compound over time.

In this month’s Thoughts on Tap, Karen Lester examines the push and pull between corporate and consumer brands in the FMCG sector - and the critical role of digital comms

Full disclosure: I am a 50-year-old woman, so having feelings when I see Harrison Ford is probably normal, a generational thing. But I am also a brand and communication strategist, so I know there’s more to it than nostalgia.

Sustainability has become a central part of brand identity in the FMCG industry. However, as the industry keeps discussing it, the tone and message are losing their effectiveness. Today, many consumers and media outlets are tuning out. Not because they don’t care, but because they’ve heard it all before. The story has changed, so the messaging needs to change too.

Content & MarTech Specialist Eliott Friberg explains how September offers a prime opportunity to reset marketing workflows, re-engage audiences, and set your brand up for long-term growth.

A good careers website isn’t just a digital noticeboard for job openings, it’s a living showcase of a company’s culture, values, and future. In today’s world, people are more socially conscious than ever. As consumers, we demand high standards from the brands we buy from; as employees, our expectations are even higher. When we choose to invest our time, skills, and energy in an organisation, we’re looking for way more than a pay slip, we’re looking for purpose, belonging, and opportunities to grow.

The fast-paced marketing landscape demands that global teams deliver more targeted campaigns, generate higher-quality leads, and build long-term brand awareness - all while working with fewer resources and tighter timelines. Content is continuously optimised, new campaigns are launched weekly, and personalisation has become a necessity rather than an option. But what if the key to achieving all these goals lies not in producing more content, but in improving the processes behind it?

Marketing Manager Serenati Rahman explores why your brand’s online presence is now central to long-term growth – and how to protect and grow it.