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Thought leadership
Why thought leadership effectiveness is declining and how to make it matter again
Why thought leadership is losing impact, what’s driving content saturation, and how brands can rebuild credibility. Read the full article.
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.
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.
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.
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.
Thought leadership for hidden buyers
Hidden buyers are not on your contact list or in your CRM, but they are silently shaping the conversation.
Effective B2B thought leadership: Quality, purpose and inspiration
Everyone wants to be a thought leader—but not everyone gets it right.
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.
