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Insights
How clearer communication strengthens teams
Discover how clearer communication strengthens teams in Finnish workplaces and improves performance, integration and psychological safety. Read the article.
Generative Engine Optimisation (GEO): How brands navigate visibility and trust in AI search
As AI search reshapes visibility and trust, Generative Engine Optimisation (GEO) helps brands make sense of the change. Read the full article.
Finnish marketers under pressure as burnout and job switching surge
A new MarkkinointiKollektiivi survey reveals rising burnout, job switching and pressure among Finnish marketers—and what leaders must do next.
Geopolitical risk for Nordic B2B companies: Why confident leadership makes the difference
Geopolitical risk is now a permanent feature of Nordic B2B decision-making, yet many organisations still hesitate to act. Read on to find out why.
Trademark squatting and brand protection: Why registering early gives strategic control
Trademark squatting can stop founders from using their own brand. Two legal experts explain why early trademark registration protects growth, investors and control in the EU, Nordics, US and China.
Aspidistra x Exhibit B: An integrated thought leadership strategy for B2B brands
Aspidistra and Exhibit B have joined forces to build an integrated thought‑leadership capability that blends evidence‑based insight with editorial depth – helping B2B brands create ideas that travel and influence.
Nordic crisis communication in a digital age: Myth, reality and the readiness gap
As misinformation and cyber threats grow, Nordic organisations see the need for better crisis readiness, but few have achieved sustained preparedness. Professors Ihlen and Johansen explore the reality.
What is signal intelligence in social media?
Social media has long worked like a slot machine: spend, hope, react. The real issue is missing signal intelligence: recognising patterns early and using them to guide decisions before budgets are committed.
Trust in 2026: Business as a bridge builder
The 2026 Edelman Trust Barometer shows business emerging as society’s most trusted bridge builder, with people looking to companies to reconnect a divided world.
A guide to how the AI Act will impact marketing communications
As the EU’s AI Act rolls out, many organisations are trying to understand what it actually regulates. Tech and IP lawyer Arttu Ahava helps cut through the confusion.
Using graphic storytelling for social change
Read the Q&A to get senior designer Trilce García Cosavalente’s insights on cultural aesthetics, the power of graphic storytelling, and the future of human-focused design.
Industrial B2B marketing communications: A back‑to‑basics marcomms primer
In industrial B2B marketing communications, visibility doesn’t happen by accident. If you’re not supporting your sales teams with compelling content marketing material, here are a few tips to help you catch up.
The visual language of 2026: How human creativity and AI shape the future of design
Visual design is evolving at an extraordinary speed. To explore how these shifts are changing the craft, we spoke to a creative director with over a decade of experience.
Social media practices for brand impact in 2026
Brands that do not adapt risk becoming irrelevant in markets where trust and transparency now matter most, according to ICUC’s 2026 Social Media Trends Report.
Top B2B content marketing articles 2025 | Aspidistra wrapped
Join us as we review the top B2B content marketing articles that engaged your attention in 2025.
How to leverage AI for authentic thought leadership | Q&A with James Watson
James Watson, co-founder of Exhibit B Partners, shares why marcomms must go beyond tactical efficiency and use tools that enable innovation without losing credibility.
Thought leadership and trust | Q&A with Rob Mitchell
Rob Mitchell, co-founder and former CEO of FT Longitude, shares how brands can build trust through journalistic rigour and audience-first thought leadership.
Gamification in marketing | A practical guide to get started
This practical guide draws on expert insights to help marketing teams implement gamification effectively across channels and customer touchpoints.
2025 Edelman Trust Barometer | Five fascinating findings
To see how trust is shaping perceptions around the world, here are five fascinating findings from the 2025 Edelman Trust Barometer survey of 15,000 respondents across 15 countries.
Purpose-driven content marketing with Thomas Kolster
Thomas Kolster, who coined “goodvertising,” explores how purpose-driven marketing can create real social and environmental impact.
AI and intellectual property law | Q&A with attorney Nora Haapala
AI and its related generative technologies are rapidly innovating creative output, while challenging conventional concepts of intellectual property (IP) ownership.
5 thoughts on transparency and brand trust
With people becoming increasingly sceptical of the information they receive, how can any brand hope to earn and keep trust?
Thought leadership for hidden buyers
Hidden buyers are not on your contact list or in your CRM, but they are silently shaping the conversation.
10 ways to nail B2B messaging in seconds
Decision-makers spend just 3.7 seconds on initial content engagement before scrolling away, according to a metric published by LinkedIn.
Effective B2B thought leadership: Quality, purpose and inspiration
Everyone wants to be a thought leader—but not everyone gets it right.
Aspidistra origin story – Gen Z edition
What happens when Gen Z retells your company’s founding story?
Emotion in B2B marketing: Beyond facts and figures
It’s tempting to rely on fact-based and technical arguments when building a B2B brand, but research shows that emotions can have a long-lasting impact in B2B marketing.
Content marketing in the AI era
Content remains central online, but it has evolved. With generative AI on the rise, it’s about creating content that stands out and drives action.
Communication roadblocks in the workplace: How to overcome them
Does communication in your organisation sometimes feel like a game of broken telephone, where messages don’t always land the way they’re intended?
Gamification for workforce engagement: How it works
Gamification can support B2B communications. We spoke to three experts in the field to hear how work and learning can also be made more engaging, interactive and meaningful.
Gamification in B2B communications: Game on!
Humans are wired to enjoy games, seek rewards, and embrace challenges. When we engage in these activities, our brains release feel-good hormones.
Corporate storytelling benefits | Five reasons to care
Does anyone care about corporate storytelling? Absolutely—and here’s why you need to step up your storytelling game to keep audiences caring, too.
B2B content marketing trends for 2025
As we look ahead to 2025, it’s exciting to see how B2B content marketing is evolving.
DEIA in the workplace | A Nordic view
Two Indians, a Finn, a Brit, and a Trinidadian, walk into a meeting… It’s not the beginning of a joke but a window into the world of Aspidistra, a team that lives diversity.
B2B content marketing myths—busted!
Creating effective content in the B2B world can be tricky, especially with so many myths and misconceptions holding brands back.
Social health in the workplace | Why employers should invest
Social wellbeing is increasingly being seen as an essential pillar of public health, alongside physical and mental health. Yet, many companies fail to prioritise it.
Avoid pinkwashing during Pride | A guide
Don’t let your brand fall into the pinkwashing trap. Our article covers how to keep your Pride initiatives authentic year-round.
Cross-border project management | A 4-step approach
You need to be on top of your game when you work with the biggest Nordic brands and help them communicate with global audiences.
B2B podcast strategy | How to win influence
Podcasts are booming. By the end of 2023, global listenership had surpassed half a billion and continued to grow across key markets like Western Europe, North America, and Latin America.
Using memes in brand marketing without cringe
Memes—those often humorous images, videos or phrases that spread rapidly online, evolving as users add their spin—have proven to be a quick and easy way for brands to grab attention.
Collaborative learning for team growth | The key to upskilling
The ongoing skills shortage has forced employers to rethink their talent acquisition and development strategies, leading to a heightened focus on upskilling current staff.
Thought leadership in B2B buying | Shaping buying behaviour
Thought leadership content continues to prove its value, especially in an uncertain global environment where sales cycles are becoming more protracted and purchasing decisions are being deferred.
