Insights

Here you'll find opinion pieces, articles and strategic perspectives on B2B marketing, brand strategy, and communications. Shaped by our work with companies across the country, we help organizations make smarter, more confident marketing decisions.

Social Media is Not the Problem (or the Solution)

Social media plays a visible role in modern marketing, but it’s often misunderstood. In leadership discussions, it’s commonly positioned as either essential or expendable. That kind of framing overlooks the real value social media brings, and the limits it’s designed to operate within. Social media is not the problem. And it is certainly not the solution. It's a tool and a useful one. But like any tool, it performs best when used for the right job, and poorly when asked to do

Janine Fischer

2 min read

Why “More Marketing” Isn’t Always the Answer

When marketing isn’t delivering the results you hoped for, the most common instinct is to do more. More posts. More platforms. More campaigns. More effort. It’s an understandable reaction, especially when growth is the goal and pressure to keep up is constant. But in many cases, more marketing isn’t the answer. In fact, it often makes things feel more scattered, more exhausting, and less effective. The issue usually isn’t the activity. It’s clarity. When “More” Becomes the De

Janine Fischer

2 min read