Category averages tell you what everyone else decided. Here’s the four-input framework challenger brands should use to set a marketing budget instead.
Brave New Worlds
Growth Insights and Inspiration
Shannon Zastrow
The CURATE Framework: How Challenger Brands Win AI Search When EEAT Isn’t Enough
EEAT isn’t dead, but two of its four pillars were always proxies for helpfulness that AI search no longer needs. CURATE replaces those proxies with signals a model can judge directly.
AI Is Making Your Challenger Brand Sound Exactly Like the Company You Are Trying to Beat
Most AI writing tools average toward the loudest voice in your category. For a challenger brand, that voice belongs to the competitor you need to beat.
It’s Time For A New Search Optimization Framework
More than half of B2B buyers start with AI search vs Google. We need a new content optimization framework for answer engines and brand discoverability.
From Human in the Loop to Human at the Center
Rethinking the Role of AI in Content Marketing
The Death of Resonance: Why AI Content Isn’t Working (And How to Fix It)
How marketers can win back their audience in the age of artificial intelligence.
Eat Fantastic: A Strategic Website Redesign
Learn how Rocketship leveraged Eat Fantastic’s history to craft a website that truly represents Eat Fantastic’s gourmet offerings and its deep connection to Los Angeles culture.
Schools are Competing at New Levels in 2024. Time for Brand Strategy
For many schools, branding is like an atrophied muscle group. But expanded educational choice and competition means it might be time to start flexing.
Does Your Marketing Have Good Bones? The 6 Pillars of Growth For Local Contractors
If you build a house on a shaky foundation, or with a poorly engineered support structure, chances are the building will crumble in the first storm. Likewise, successful marketing depends on essential elements working together. We’ve identified 6 marketing pillars that can make or break the growth of your contracting business.
