Insights
Thoughts, ideas and insights from experts in all things marketing, communication and technology.
Answer for yourself, or let someone else answer for you
Your buyers are researching, comparing, and increasingly buying from inside an AI assistant. The only question left is whether it gets your business right when the deal is decided.
Fund the top of the funnel with the bottom
Agentic content generation lets you be relevant on every page a customer might land on, at a cost that no longer scales with your ambition.
The real AI challenge of 2026 isn't adoption. It's proof.
78% of enterprises have an AI pilot running. Only 14% have scaled one to organisation-wide use. We find that gap worth sitting with, because it’s where most of the organisations we speak with are quietly stuck right now.
Digital strategy kick-off: How to start the year with a data-driven marketing plan
The start of a new year is more than a reset. It’s an opportunity to refocus your marketing strategy on what actually drives impact. With more channels, platforms and data available than ever before - and AI now accelerating both insight and execution - success depends on turning information into action, not just setting ambitious goals.
Breaking through the great firewall: ensuring website performance in China
For any international business, a website is often the first point of contact with clients and partners. But when it comes to mainland China, being online does not necessarily mean being accessible. The Chinese internet operates under a distinct set of regulations, technical standards, and network constraints that make website availability a complex issue for companies based outside the country.
Why Han Solo in a kilt, by a loch, holding a bottle is making me feel things (and buy things)
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.
Real growth starts with real people: How to build a brand from the inside out
Real growth starts with real people. That was the underlying theme at our annual Comprend day held in Stockholm at the end of last month. It was a timely reminder that although we live in a world where data and technology are reshaping everything, and growth is often measured in numbers – the true, lasting drivers of brand growth are people.
Is employee advocacy the key to boosting your brand’s trust and reach?
Did you know that people are three times more likely to trust content shared by an employee than that shared by a company CEO? And that the click-through rate on LinkedIn is two times higher for content shared by an employee than for content shared by the company itself? That’s why employee advocacy should always play an integral part in businesses’ strategies for building brand awareness and trust with target audiences.