Insights

In this month’s Thoughts on Tap, Rachael Stackhouse explores how corporate communicators can close the gap between activity and impact - and why smarter analytics are key to proving real value.

Over the past months, several major cloud providers such as AWS, Azure and Google Cloud have suffered from outages. When even the biggest players experience problems, millions of websites slow down or stop working altogether. This shows a simple truth: no platform is immune to failure.

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.