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Brand & communications
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.
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.
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.
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.
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.
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.
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.
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.
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.
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?
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.
Aspidistra origin story – Gen Z edition
What happens when Gen Z retells your company’s founding story?
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.
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.
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.
