B2B marketing has never been about tugging at the heartstrings with emotive storytelling. For decades, these comms pros have relied on facts and data to get the job done. Now, according to new research from creative branding ad agency Triptent, they're discovering...

ICYMI: The Top 10 most popular Bulldog posts in May tackle PR relevance, professional measurement, building a PR tech stack, accessibility, and more
The Bulldog train steamrolls into summer with more record-high traffic in May, and this time almost exclusively penned by our brilliant contributors. One incredibly popular research piece was the lone exception, examining the stressful outlook of millennials and...
Brand identity becomes an imperative—and a struggle: More than 8 in 10 leaders and employees agree their company identity must change
Building a successful and trustworthy brand identity was never easy, but it’s certainly gotten more complex in the post-pandemic age, as the variables that define it have multiplied exponentially—sustainability, DEI, stances on political and societal issues, and other...
Is your data AI-ready? 2 out of 3 data leaders have serious doubts about their own—but feel pressured by the C-suite to move forward anyway
Data preparedness has become the next critical obstacle in a long queue of generative AI-implementation roadblocks. But unlike the skills gap, responsible use, inaccuracies, job threats and other hurdles we’re still working on getting past, this one looks to be more...
According to Gen Z, your brand is a joke—but also an opportunity: New academic research digs deep into their unique idea of engagement
Generation Z is a pretty savvy group—these highly informed digital natives have been exposed to marketing messaging all their lives on their cellphones, so they learned young what brand authenticity looks like—and they can smell a rat from a mile away. So traditional...
Alignment needs a tune-up: New business research finds that 4 of every 5 commercial activities is done with no marketing/sales collaboration
If you were a working professional in the 90s, you likely remember how rare it was for any cross-functional collaboration, because communication was essentially primitive before the internet came along. How we got it all done I don’t recall, but unless you were in the...
Most Patriotic Brands in America: 2024 is littered with partisan politics in a divisive election season, but 4 of 5 consumers agree that patriotism is important
Patriotism is complicated these days—there are lots of values and definitions of it, depending primarily on which side of the country’s dividing line you’re on. For communicators, brand loyalty is a complicated concept now as well, because there are a host of...
Summer travel trends: As industry gets closer to pre-pandemic levels, consumers are looking for authenticity—and they’re keeping their options open
Summer always brings a sense of wanderlust, and US consumers are ready to hit the road this year as summer travel inches ever closer to pre-pandemic levels. New research from travel insurance and assistance services firm Generali Global Assistance takes a look at this...
Digital trust will only become more important, but businesses aren’t prioritizing it—skills are lagging, and only 1 in 5 companies is increasing budget
Consumers are aware that they have to watch their step with online transactions—if not, their credit card details can obviously be at risk, but so can their full digital identities. And with breaches happening so often that they don’t even make the news anymore, it’s...
The road to AI readiness begins and ends with data readiness: 2 of 3 C-suite and tech leaders say data integration is their top AI-investment priority
As we know, any business process is only as good as its weakest element—and when it comes to optimizing generative AI, the weak link is clearly data management. Whether that involves cybersecurity vulnerability, lack of insightful information, inaccuracies, and/or...
The De-influencing Era: As social media’s purchase power escalates, Gen Z is becoming more skeptical of influencers and sustainability messaging
Has influencer marketing met its match in an age of increasingly skeptical younger consumers? What was once considered the most authentic marketing approach may be collapsing under the massive weight of greed, as influencers are devolving into glorified brand shills...
B2C brand revenue is undermined by poor sales and marketing alignment: 9 in 10 leaders say alignment is key to growth, but only 1 in 10 achieve it
As important as a holistic business infrastructure is to success today, many companies haven’t broken free from the more traditional siloed approach, where departments and functions operate on their individual agendas and strategic initiatives, often with different...