Insights & News from the Paradigm Team
Most brands aren’t losing the brand competition because their product is inferior. They’re losing because they’re invisible—and invisibility...
For decades, brand awareness might have been considered largely a numbers game. You bought enough ad space, secured...
The way people find brands online is changing. Traditional search—typing a query and scanning a list of blue...
Historically, a distinct wall separated the disciplines of advertising and public relations (PR). Advertising was widely understood as...
The traditional view of public relations (PR) often centres on creating sudden bursts of visibility. A company launches...
The definition of value in business goes far beyond the functional utility of a product or service. True...
Lifestyle brands occupy a unique space in the commercial landscape, offering consumers much more than functional products. People...
Once the winter holidays wrap up, the retail world catches its breath for a moment—then immediately pivots to...
Just 10 years ago, “business storytelling” was often dismissed as a fluffy marketing buzzword—nice to have, but hardly...
The landscape of influence has shifted dramatically. A decade ago, a celebrity holding a product was enough to...
In today’s fast-paced media ecosystem, no brand is immune to negative publicity. From a viral social media backlash...
For years, the playbook for influencer marketing seemed straightforward: bigger reach meant bigger impact. Brands poured immense budgets...
