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Insights
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.
Purpose-driven content marketing with Thomas Kolster
Thomas Kolster, who coined “goodvertising,” explores how purpose-driven marketing can create real social and environmental impact.
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?
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.
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.
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.
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.
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.
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?
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.
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.
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.
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.
Aspidistra origin story – Gen Z edition
What happens when Gen Z retells your company’s founding story?
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.
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.
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.
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.
Responsible use of generative AI | A roadmap to avoid pitfalls
By the time you read this article, AI tools and applications will have developed by leaps and bounds.
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.
Avoid pinkwashing during Pride | A guide
If you work in comms for any company that values diversity, equity, and inclusion (DEI), you must participate in Pride Month.
