Sometimes clichés are clichés for a reason. One of the major clichés in branding is “Your brand doesn’t happen by accident.” But just because it’s trite doesn’t mean it’s not true!

Your brand DOESN’T happen on accident. It is crafted. Strategized. Refined. Every word, every touchpoint, every asset—built to communicate who you are and what you stand for.

But today, a growing number of people aren’t experiencing your brand through your website, your ads, or even your own words. They’re meeting your brand through an AI assistant. Through ChatGPT. Through Gemini. Through someone asking a question—and the answer coming from a large language model (LLM) trained on everything it can find about you.

This is the new frontier of brand visibility. And the brands who understand how to show up clearly, accurately, and authoritatively in these systems will define what trust looks like in the next decade—for digital marketers, stakeholders, and your target audience alike.

Why LLMs Are the Next Brand Battleground

First, let’s discuss how AI “sees” you. When someone types a question into a large language model (LLM) like ChatGPT, the response is a synthesis—a best guess based on billions (and billions) of data points.

The model isn’t “looking up” your site like a traditional search engine. It’s drawing from what it’s seen across the web: your owned content, your structured data, third-party references, articles, reviews, and signals of trustworthiness.

Now, we are not experts in this area, so we are trusting online sources (including LLMs!), and what the internet says is that LLMs use something called retrieval-augmented generation (RAG)—which allows them to reference current information. This is where it gets real: If your site’s content is out of date, if your messaging is unclear, if third-party mentions are wrong or inconsistent, AI might deliver an answer that misrepresents your brand entirely.

Not because the tech is broken—but because your digital presence wasn’t built with this kind of interpretation in mind. And because LLMs are just models, not humans!

The Stakes of Inaccuracy

Misrepresentation happens more than you might think via LLMs, and isn’t just a minor issue. With more and more of the internet and relying on LLMs, misrepresentation can:

• Undermine years of brand building by diluting your positioning
• Erode customer or investor trust if key facts are wrong or missing
• Seed misinformation that spreads across platforms faster than you can correct it
• Block efforts to create increased brand awareness in competitive industries

In a world where someone might ask ChatGPT “What does [your brand] do?”—and never visit your site—the accuracy of that answer becomes a strategic brand asset.

The Way We See It: Four Pillars of AI-Ready Brand Messaging

To show up clearly in the AI ecosystem, your brand needs a deliberate foundation—one built for both human audiences and machine interpretation.

1. Content That Communicates Authority

The quality of your website content directly impacts how AI models understand and summarize your brand. Your content should be:

• Clear, concise, and jargon-free
• Comprehensive in scope—covering the full range of your expertise
• Structured in a way that emphasizes your core value proposition

This is not just SEO. It’s reputational architecture—and a critical piece of your AI content strategy.

2. Unambiguous Brand Definition

LLMs thrive on clarity. If your brand messaging is inconsistent—if your company description varies across pages, or your tone wavers from one platform to another—AI will fill the gaps, and not always in your favor.

Define your brand precisely and stick to it. This includes:

• Consistent use of your brand name, tagline, and descriptors
• Clear articulation of mission, values, and key differentiators
• Alignment across owned channels and social bios

3. Credibility Signals That Reinforce Trust

Third-party validation is a powerful signal in the LLM ecosystem. Mentions in reputable publications, backlinks from trusted domains, and positive sentiment all serve as reinforcement for AI systems trying to assess authority.

Unique, verifiable data points—your own research, proprietary frameworks, or customer stats—can also elevate your perceived digital brand authority and trustworthiness.

4. A Technical Foundation That Doesn’t Get in the Way

A poorly structured site with missing markup or inconsistent metadata can muddle your brand signals. Ensure your content is:

• Crawlable and well-organized
• Marked up with appropriate schema where relevant
• Free from internal contradictions (e.g., outdated bios, mismatched headlines)

Think of this as the infrastructure that allows your messaging to arrive intact.

Content Strategy in the Age of AI

Your brand’s content strategy is no longer just about ranking in search or appealing to prospects. It’s now about making your brand understandable to machines. That means content must do more than sound good—it must be:

• Deeply informed: Surface expertise on the issues and challenges your brand addresses.
• Distinctively yours: Incorporate original thinking, proprietary language, and unique data points.
• Consistent and repeatable: Use the same terminology and phrasing when referring to products, services, or concepts to help AI connect the dots.
• Brand-lensed: Answer questions the way your brand would—infusing content with your tone, values, and POV.

Measuring Brand Health in the LLM Ecosystem

It’s not just about visibility anymore. It’s about alignment. Are LLMs accurately describing what you do? Are they using your language? Are they reflecting your positioning and tone?

These are the new benchmarks of brand health. Success metrics must evolve. Yes, you can still track reach and engagement—but you should also be:

• Testing how your brand appears in ChatGPT or Gemini
• Auditing AI-generated responses for tone, accuracy, and message integrity
• Monitoring for misinformation or outdated content propagation

This isn’t a one-time audit. It’s an ongoing process of brand stewardship in a machine-mediated world.

Stewardship, Not Just Optimization

You don’t “hack” your way into AI systems. You earn your way in by being consistent, credible, and technically sound. That’s why brand managers must treat LLMs not as a threat, but as a new frontier of influence.

Your brand’s digital presence—how it’s built, structured, and maintained—now directly affects how others talk about you, write about you, and ask questions about you.

COHN: Brand Guardians in the Age of AI

At COHN, we help brands do more than show up online. We help them show up clearly and confidently across platforms, algorithms, and now—language models.

Our integrated approach blends brand strategy, content development, technical insight, and reputation management to make sure your story stays your story, even when it’s being retold by a machine.

This is about more than visibility. It’s about brand control in an uncontrolled ecosystem.

Let’s schedule a conversation about how COHN can help you navigate LLMs, optimize your digital footprint, and build brand authority that holds up—no matter who (or what) is telling your story.

We’ve seen a significant shift in the American residential and commercial landscapes in recent years.

Suburban communities are evolving, developing vibrant, walkable downtowns that offer the amenities and experiences traditionally associated with urban centers. This transformation is driven by changing lifestyle preferences, population migrations, and the desire for a balanced live-work-play environment.

We bet you can name a handful of examples in your hometown, but here in Colorado, cities like Littleton, Arvada, Superior, and Old Town Lafayette exemplify this urbanization of the suburban trend, providing valuable insights for retailers and real estate marketers aiming to navigate this new terrain.​

Let’s discuss further.

The Shift Towards Suburban Living and the Rise of Mixed-Use Development

The allure of suburban living has grown substantially, influenced by factors such as the rise of remote work, affordability, and the pursuit of more spacious living environments. According to the U.S. Census Bureau, suburban counties have experienced notable population increases, with many individuals and families moving away from densely populated urban centers to suburban areas that offer a blend of residential comfort and urban-like amenities, improving overall quality of life. ​

But not all suburbs were conceived with this image in mind. In fact, this migration has prompted suburban communities to totally reimagine their infrastructures, leading to the development of mixed-use downtowns that cater to the desires of modern residents. Today, many areas now feature a combination of residential units, retail spaces, dedicated office spaces, appealing public spaces, dining establishments, and entertainment venues. . These developments create a holistic environment that fosters community engagement, boosts local foot traffic, and stimulates economic growth.​

Colorado’s Suburban Downtown Transformations

COHN is headquartered in Denver, Colorado, still inside the Mile High City’s urban core, but many of our employees live in the suburbs. While we do occasionally come into an urban office setting together, mostly we are still remote, as this business works efficiently and effectively in a remote environment.

In other words, we work, live and play in the suburbs. Gasp!

Here’s a snapshot of the Denver Metro suburbs that we’ve seen adapt to this “urbanization of the suburbs” trend, and what it can mean for retail real estate marketers like us.

Littleton: Crafting a Destination Downtown

Downtown Littleton has emerged as a lively hub, attracting both residents and visitors with its unique blend of shops, eateries, and cultural spots. The area boasts specialty stores like iN-Tea, offering an extensive selection of unique teas, and the recent addition of Denver Beer Co.’s taproom on Main Street further amplifies the area’s appeal, providing a communal space for craft beer enthusiasts. ​

Littleton is also situated directly on RTD’s Light Rail, meaning there is still a transit-oriented lifeline back into the urban core that makes this suburb feel as if it’s still connected to the spirit of downtown.

These developments reflect Littleton’s commitment to creating a downtown that mirrors the energy and diversity of urban centers, fostering a strong sense of community and attracting a steady stream of visitors.​

Arvada: Fostering Community Through Development

Olde Town Arvada seamlessly blends historic charm with modern amenities. The district features over 100 unique shops and restaurants, including Carly’s Boutique and the Olde Town Pickin’ Parlor, offering residents a rich urban experience in a suburban setting. ​

A notable addition is the upcoming Arvada Beer Garden, supported by the Arvada Urban Renewal Authority. This communal space aims to serve as a central gathering spot, enhancing the area’s social fabric and providing a venue for events and community activities. ​

Similar to Littleton, Arvada is now also connected via Light Rail, giving it that mobility that makes the suburbs feel a little more cosmopolitan.

Arvada’s strategic initiatives demonstrate how suburban areas can cultivate vibrant downtowns that serve as focal points for community life, blending residential comfort with urban vitality.​

Superior: Building a Modern Downtown from Scratch

Unlike its counterparts, Superior is developing a downtown core from the ground up. It’s called Downtown Superior (a COHN client), and it encompasses 156 acres of mixed-use development, featuring residential units, retail spaces, and entertainment venues. The inclusion of diverse dining options and boutique shopping aims to create a walkable, engaging environment that caters to an active lifestyle. ​

This proactive approach positions Downtown Superior as a model for suburban communities seeking to establish vibrant urban centers, offering residents the conveniences of city living within a suburban context.​

Check out our work for Downtown Superior on our case studies page.

Old Town Lafayette: Cultivating a Cultural Hotspot

Old Town Lafayette, another COHN client, has emerged as a cultural and culinary destination in the Denver metro area. The area hosts a variety of restaurants, breweries, and coffee shops, such as The Post Brewing Company and Community Supper Club, offering residents and visitors a taste of urban sophistication in a suburban locale. ​

The Lafayette Urban Renewal Authority’s efforts to support local businesses and enhance public spaces have been instrumental in this transformation, showcasing the impact of strategic planning in suburban revitalization.​

Check out our work for Old Town Lafayette on our case studies page.

National Trends in Suburban Development

As far as we can tell, the transformations observed in these Colorado communities reflect broader national trends. This evolution represents a significant departure from post-World War II growth patterns that led to urban sprawl and often separated residential areas from commercial zones or isolated central business districts. For example:

• Population Growth in Suburban Areas: Suburban regions across the United States have experienced significant population growth, outpacing urban centers. This shift is driven by factors such as the desire for more affordable housing, larger living spaces, and the flexibility afforded by remote work, altering the character of many residential areas. ​
• Emergence of Mixed-Use Developments: There is a nationwide rise in mixed-use developments that combine residential, commercial, and recreational spaces. These projects aim to create self-sustaining neighborhoods that reduce the need for long commutes and foster local economic activity. ​This often includes carefully planned public spaces and green spaces to enhance the sense of community and public health.
• Retail Sector Adaptations: The retail landscape is adapting to these suburban shifts, with a growing emphasis on open-air shopping centers and neighborhood retail hubs. CBRE Research forecasts that retail sales growth will moderate to around 2.6% in 2024, with asking rent growth expected to rebound in the second half of the year. ​

Implications for Suburban Retail Real Estate Marketers

The evolution of suburban downtowns carries significant implications. Regarding strategic site selection, identifying and investing in emerging suburban markets with significant population growth can position retailers to capitalize on new consumer bases.​

We also believe in the power of community-centric marketing in retail real estate. Developing marketing strategies that emphasize integration into the local community can enhance brand loyalty and customer engagement.​

​Navigating the evolving landscape of suburban retail requires a strategic partner who understands the nuances of this transformation.

At COHN, we specialize in crafting tailored marketing strategies that align with the unique dynamics of suburban downtown developments. Our expertise spans brand development, digital marketing, public relations, and creative services, all designed to elevate your retail presence in these burgeoning markets.​

Whether you’re a retailer looking to establish a foothold in a revitalized suburban area or a developer aiming to attract top-tier tenants, COHN is equipped to help you achieve your goals. Our team is dedicated to delivering innovative solutions that resonate with your target audience and drive measurable results.​

Let’s collaborate to position your brand at the forefront of suburban retail evolution. Contact us today to discuss how COHN can support your retail real estate marketing needs and help you thrive in this dynamic environment.

If you’re in marketing, there’s a good chance someone has asked you to defend your budget using return on investment (ROI).

We feel your pain.

In fact, did you know that nearly 40% of marketers say proving ROI is their biggest challenge? That’s a problem! If you don’t know what you’re getting from your marketing investment, you’re flying blind.

Marketing ROI can be seen as a performance metric, but it’s so much more than that—it’s how smart marketers defend budgets, enhance budgets for next year, optimize spending, and shape strategy.

So here’s the real question: Do you know if your marketing budget is delivering actual results?

At COHN, we help businesses turn their data into direction—defining what ROI should look like, how to measure it, and how to improve it quarter over quarter.

In this blog, we do our best to help you calculate marketing ROI, define what “good” really looks like, and inform you where to focus if you want to maximize impact.

Understanding the Fundamentals of Marketing ROI

At its core, marketing ROI measures the revenue generated by your marketing efforts against the cost of those efforts.

The formula is simple:

(Revenue from marketing – Marketing cost) ÷ Marketing cost × 100 = ROI (%)

This tells you how much return you’re getting for every dollar spent. But context matters. A 300% ROI might be outstanding in one industry and just average in another, depending on margins, customer value, and marketing goals.

So what’s considered “good”?

This is going to vary quite a bit based on industry, brand maturity, macro-factors… but anything on the positive side is good.

It has been said that a 5:1 revenue-to-cost ratio is very strong. That means for every dollar you spend, you’re earning five in return.

A 10:1 ratio is exceptional, but rare—typically found in high-margin industries or products with strong word-of-mouth appeal. On the other end, a 3:1 ratio may be acceptable for competitive or lower-margin businesses.

The type of marketing channel also matters. SEO and content marketing often deliver higher ROI over time, while paid search and social ads bring faster results but at a higher cost.

How to Measure and Track Marketing ROI

Tracking ROI starts with clarity, both your goals and your numbers.

First, define the objective. Are you trying to increase brand awareness, generate qualified leads, or drive immediate sales? That answer determines how you measure success.

Once your objective is locked in, establish the KPIs that support it. Common marketing ROI indicators include:

Customer Acquisition Cost (CAC): How much it costs to acquire a new customer.
Customer Lifetime Value (CLV): The total revenue a customer generates over time.
Conversion Rate: The percentage of leads or visits that become paying customers.

Measurement tools matter, too. Platforms like Google Analytics, HubSpot, Salesforce, and marketing automation tools can help tie spend to outcomes with more precision. Smart marketers also track ROI by channel to see what’s working. Whether it’s SEO, email, social, or paid media—channel-level ROI tells you where to invest more and where to cut back.

What Impacts Marketing ROI?

A lot of variables affect ROI, and not all of them are within your control. Industry, competition, sales cycles, and customer behavior all play a HUGE role.

In competitive markets, for example, cost-per-click and cost-per-acquisition are often higher, which can lower short-term ROI. But if brand awareness and market share grow, the long-term gains can outweigh the immediate costs.

The type of marketing channel also makes a difference.

SEO and content marketing tend to have high ROI because they compound over time, but they require patience. Paid channels like Google Ads or paid social deliver faster results, but costs can spike quickly. Email marketing consistently performs well because of low costs and high retention potential.

Sales cycle length is another factor. B2B brands or service-based businesses often have longer decision timelines, so ROI may take months to materialize. But if the customer lifetime value is high, a lower upfront ROI may still be worth the investment.

Strategies to Improve Your Marketing ROI

Improving ROI isn’t just about cutting costs. It’s about making better decisions—smarter targeting, more efficient channels, and higher conversion.

Start by refining your audience segmentation. The more precise your targeting, the less you spend on unqualified leads. Use behavioral data and retargeting strategies to engage people who’ve already shown interest.

Next, allocate budget based on performance. Don’t stick with channels that aren’t pulling their weight. Redirect spend toward those consistently delivering conversions at the right cost.

Improving your conversion rate is one of the fastest ways to lift ROI. Test landing pages, headlines, and calls-to-action regularly. Remove friction from the buying process wherever possible.

Don’t overlook retention. Acquiring a new customer is more expensive than keeping an existing one. Loyalty programs, re-engagement email campaigns, and personalized content can help extend the customer lifecycle—and your ROI along with it.

Finally, revisit how you’re measuring attribution. If you’re still relying on last-click data, you’re missing the full picture. Multi-touch attribution gives you better insight into what’s driving conversions across the funnel.

Common Pitfalls That Hurt ROI

One of the biggest mistakes marketers make is chasing vanity metrics. Impressions, likes, and shares can feel good—but they don’t always translate to revenue. Focus on metrics tied to bottom-line outcomes: leads, sales, and customer value.

Attribution modeling is another trap. When companies rely solely on last-click attribution, they often undervalue top-of-funnel efforts that prime a lead for conversion later. A more holistic model helps distribute credit more accurately and reveal hidden opportunities for optimization.

Then there’s the issue of inertia. Too many businesses set a strategy, launch it, and walk away. But great ROI requires iteration. You should be analyzing trends, shifting budget, and refining messaging based on what the data tells you—not just following a plan because it’s already in motion.

And finally, retention is often overlooked. Brands focus so much on new acquisition that they forget to nurture the customers they already have. If you’re not keeping the people you’ve already paid to acquire, your ROI will always lag.

What’s Next: Trends That Will Shape ROI in 2025

Marketing ROI is getting smarter—and so should your approach. AI-powered analytics are helping brands make real-time optimizations and predictive decisions faster than ever before. Attribution models will get more advanced, and privacy regulations will push companies to rely more on first-party data.

Expect to see greater emphasis on personalized, automated campaigns that adjust dynamically based on customer behavior. The brands that win will be the ones that connect data to action—consistently and ethically.

COHN Marketing: Your Partner in ROI-Driven Strategy

At COHN, we don’t believe in guessing. We use data, insight, and experience to help brands create marketing strategies that are measurable, optimized, and built for long-term impact. Our team specializes in connecting performance metrics to business outcomes—so you always know where your budget is going, and why it matters.

Ready to raise your ROI? Let’s talk.

Hey there, savvy consumer. We, the marketing industry, need to come clean. You know that thing you swear by, that rule you follow, that “fact” you’ve accepted as truth your whole life? Yeah… there’s a very good chance a marketing agency made it up.

But before you grab your pitchfork and storm the nearest ad agency, let us remind you: we did this for your benefit. If we didn’t create cultural moments, plant trends, and give you things to debate over brunch, life would be tragically boring. And let’s be honest—you love it.

So, in honor of April Fools’ Day, let’s pull back the curtain on some of the greatest marketing schemes that worked so well that you were totally fooled. (sorry, not sorry.)

1. Diamonds Are Forever (And So Is This Campaign)

Once upon a time, people got engaged with whatever they wanted—a simple ring, a handshake, maybe a goat if times were tough. Then, De Beers and some very clever marketers came along and said, “A diamond ring is the only way to prove your undying love.” Boom. A cultural standard was born.
Before this campaign in the 1930s, diamonds weren’t even a particularly popular gem for engagement rings. Now? If your partner proposes without one, you have the legal right to stage a dramatic gasp, reconsider your options and post it all on TikTok.

2. Breakfast: The Most Important (and Most Fabricated) Meal of the Day

Fun fact: the idea that breakfast is the most important meal of the day wasn’t based on nutrition—it was a slogan designed to sell bacon and cereal. In the early 20th century, a little PR wizard named Edward Bernays (the godfather of spin) worked with Beech-Nut Bacon to convince Americans that a big, hearty breakfast was a scientific necessity.

And just like that, bacon and eggs became the patriotic way to start your morning. Meanwhile, cereal companies took the opportunity to turn grains into a crunchy, sugar-laden empire. Today, people make an event out of breakfast and brunch, food blog their french toast and enjoy bottomless mimosas all thanks to some good ol’ fashioned marketing magic.

3. The 10,000 Steps Conspiracy

You know that smug satisfaction of hitting 10,000 steps on your Fitbit? Hate to break it to you, but that number isn’t a scientifically proven benchmark—it was a marketing gimmick from a Japanese pedometer company in the 1960s. The device was called “Manpo-Kei,” which translates to “10,000-step meter.”

No studies required—just a catchy number and a solid branding play. And now, millions of people are pacing around their kitchens at 11:58 PM to avoid breaking their streak.

4. Halitosis: The Disease That Wasn’t (Until We Said So)

Before Listerine’s marketing campaign in the 1920s, “halitosis” was not a well-known medical condition. But instead of saying, “Hey, maybe chew some gum?” marketers went big, positioning mouthwash as an absolute necessity for social acceptance.

The ads were brutal. Women were left single. Men lost business deals. All because of breath they didn’t even know was offensive. And just like that, a new consumer fear was born.

5. Beer, Wings, and the Big Game: A Totally Organic Tradition (Kinda)

Football and beer go together like, well, football and beer—but not because of fate. In the ‘60s and ‘70s, beer brands realized they could own the Super Bowl. They poured millions into ads, beer promotions, and product placements, and now, we collectively drink 325 million gallons of beer every Super Bowl Sunday.

And wings? The National Chicken Council (yes, that’s a thing) aggressively pushed the idea that football and wings were inseparable. Now, over 1.4 billion wings are consumed every Super Bowl. Marketing changed the chemistry of our brains to crave these items while watching football. That’s some voodoo mindtwisting magic there. (We’d be impressed if we weren’t still trying to get buffalo sauce off our shirts.)

6. Santa Claus: Powered by Coca-Cola

Santa Claus existed before Coca-Cola, but the jolly, red-and-white exact version of him that you know and love? That was heavily influenced by Coca-Cola’s 1930s holiday campaigns. They reinforced the image of Santa as a warm, plump, and friendly gift-giver (wearing Coke’s signature colors, of course), and today, that’s just who he is.

We’re not saying Coke invented Santa. We’re just saying that Santa used to look like this before his glow up:

What’s the Lesson Here?

Marketing agencies have been shaping culture for decades, and we do it so well you don’t even realize it’s happening. And the best part? You love it. The Super Bowl wouldn’t be the same without wings. A proposal without a diamond could potentially stunt the “yes.” And if breakfast wasn’t “important,” you’d have no excuse to order bottomless brunch and take omelette photos for Insta (#yummy).

So, on this April Fools’ Day, let’s raise a glass (of brand-name beer, of course) to the industry that sometimes uses a little trickery to make life a bit more interesting and memorable. And if you’re looking for a marketing agency that knows how to make people believe, you know where to find us.

P.S. If you just hit 10,000 steps pacing around while reading this, congratulations—you’ve been had.

From Stanley’s viral craze to Lululemon’s cult following, the strongest brands do so much more than just move products—they find a way to build brand movements.

Everyone wants to go viral. If we had a nickel for every client that suggested we try going viral as part of our marketing plan…

The truth is, the only sure fire way to “go viral” is to have the backing and support of a brand community that gets the party started for you.

So what is a brand community? The best way to explain it is a network of passionate people who engage with your brand—and each other—on a deeper level. These communities drive loyalty, amplify word-of-mouth marketing, and create long-term brand equity that competitors can’t easily replicate.

But brand communities don’t build themselves. So, how do you create one that thrives?

What is a Brand Community?

Brand communities exist everywhere, but often they aren’t organized.

Imagine a group of people who share common values, interests, or lifestyles that align with your brand, and there’s a way for them to communicate with each other. Unlike passive customers, these individuals actively engage, advocate, and contribute to the brand’s success.

As you’re reading this, there’s probably a collection of would-be brand community members that champion your brand, just waiting to be organized!

The strongest communities thrive when they are built around a shared purpose. People connect with brands not just because of what they sell but because of the meaning behind them. In addition, a healthy brand community fosters two-way communication rather than simply broadcasting marketing messages. It creates a sense of belonging and exclusivity, offering members value beyond the product itself.

When done right, passionate customers become natural brand ambassadors, fueling organic growth and self-sustaining the community.

Hello, virality!

Why Brand Communities Are Essential in 2025

It’s fair to say that consumers today are flooded with choices today, as well as mis- and dis-information that never goes fact-checked, and brand loyalty is harder to earn and even harder to keep. A thriving brand community creates deep, long-term connections that go beyond transactions.

When people believe in a brand’s mission, they are far more likely to stay engaged and make repeat purchases. This emotional connection translates into organic word-of-mouth marketing, as engaged communities naturally promote products, share recommendations, and influence their networks.

The Stanley Tumbler/water bottle viral success wasn’t just about the product itself—it was powered by passionate fans proudly showcasing their collections and driving demand without the brand needing to heavily advertise.

Beyond engagement, a well-built brand community also increases customer lifetime value. Instead of relying on one-time transactions, brands with strong communities develop long-term relationships that keep customers coming back. This creates a competitive advantage that extends beyond price or product differentiation. When a community is truly invested in a brand, competitors struggle to replicate that level of loyalty.

Our Experience With Brand Communities

Not all brand communities need to be built around a product. Being in the healthcare, real estate and B2B industries doesn’t typically lead to a ton of brand communities, but we have been lucky enough to work with an outstanding spinal cord and traumatic brain injury rehabilitation leader called Craig Hospital.

Anyone who has ever been affected by one of these traumatic injuries knows the name Craig, and these brand advocates are as passionate, vocal and supportive as any Stanley Tumbler fan. If you want to learn more about Craig and the work they do (as well as the work we’ve done on their behalf), go check out our portfolio page to learn more.

How to Build a Thriving Brand Community

1. Define Your Brand’s Community Identity

Before attempting to curate your brand community, start with purpose. Brands must articulate what brings potential community members together and why the community exists beyond selling. Lululemon, for example, built its community around wellness, movement, and empowerment, making its brand about more than just apparel.

A strong community identity starts with clearly defining the mission and core values that resonate with the target audience. Brands should ensure their brand voice and messaging reflect this identity consistently across all touchpoints.

2. Create Spaces for Connection

For a brand community to thrive, it needs a dedicated space where members can engage and interact. The best platform depends on the audience’s behaviors and preferences. Some communities flourish in private Facebook Groups or Reddit, while others thrive in more niche spaces like Discord, Slack, or branded apps. Choosing the right environment is critical to fostering meaningful interactions and sustaining brand engagement.

Beyond choosing the right platform, brands should establish clear guidelines for interaction, encourage participation, and ensure there is active moderation.

A dedicated community manager (or admin) can help keep conversations meaningful and aligned with the brand’s purpose.

3. Encourage User-Generated Content (UGC)

One of the best ways to build community engagement is by encouraging customers to share their own experiences. User-generated content (UGC) creates authenticity, builds trust, and helps strengthen the emotional bond between customers and the brand.

Encourage UGC by featuring customer photos, testimonials, and videos across marketing channels. Hashtag campaigns can spark organic engagement, while social media spotlights can reward top contributors.

Loungefly, for instance, has built a thriving collector-driven community by celebrating customer content and creating demand through limited-edition product releases.

4. Offer Exclusive Perks & Experiences

People want to feel like insiders. A strong brand community makes membership feel special by offering unique perks that go beyond discounts. Early access to new products, members-only content, and VIP events all help strengthen loyalty. Loyalty programs and ambassador initiatives also incentivize deeper engagement.

Brands that prioritize exclusivity and personalization see stronger community retention. Customers who feel like they are part of something special are far more likely to advocate for the brand and remain engaged over time.

5. Foster Meaningful Engagement

A brand community cannot be passive. It requires ongoing interaction and participation from both the brand and its members. Engagement should feel natural and meaningful rather than forced or overly promotional. Businesses can achieve this by creating interactive experiences such as live Q&A sessions, community challenges, and behind-the-scenes content that makes members feel involved.

Actively responding to comments, asking for feedback, and encouraging members to share their thoughts fosters a sense of belonging. A strong community is one where members feel heard, valued, and connected.

6. Leverage Influencers & Brand Advocates

People trust real people more than they trust brands. Therefore, you can strengthen their communities by empowering brand advocates and influencers (real people) who naturally promote the brand. Identifying passionate customers and giving them leadership roles within the community creates a sense of ownership and encourages deeper engagement.

Super-users who already love a brand can become its strongest ambassadors. By amplifying their voices and providing them with exclusive opportunities, companies can create a network of authentic advocates who help the brand grow organically.

Overcoming Common Challenges in Brand Community Building

Building anything takes time. You almost have to put away any expectations of a successful brand community until you start to see signs of life. One major mistake clients make is treating the community as just another marketing channel rather than a place for meaningful interaction. To increase engagement, brands need to actively encourage participation by sparking conversations, asking thought-provoking questions, and creating interactive experiences that members want to be a part of.

Keeping content fresh is another challenge. A brand community must evolve to stay relevant, which means introducing new themes, showcasing different members, and varying content formats. Regular updates, behind-the-scenes content, and community-driven spotlights can help keep engagement high.

But perhaps the most difficult part is scale. Scaling a community without losing authenticity can be difficult.

As a community grows, maintaining direct interaction can become harder. To prevent the community from feeling impersonal, brands should continue fostering personalized interactions, empowering super-users, and ensuring brand representatives remain actively engaged. The goal is to maintain the intimacy of the community while expanding its reach.

COHN Marketing: Your Partner in Brand Community Building

At COHN, we help brands build, nurture, and scale thriving brand communities that drive loyalty and engagement. Our team specializes in turning customer engagement into long-term brand movements that fuel business growth.

If you’re ready to create a brand community that truly connects, let’s talk.

In 2025, video content continues to dominate social media, but the landscape is evolving. Brands that once relied on polished, high-production videos are shifting toward simpler, more organic content. With platforms prioritizing engagement over perfection, marketing strategies must adapt to these changing attention spans.

As social media video trends shift, brands must embrace authenticity and data-driven approaches to optimize video performance on social media and maintain visibility in a competitive environment.

The Rise of Platform-Specific Video Strategies

Each social media platform continues to show a preference for video content. A one-size-fits-all social video strategy no longer works—brands that tailor their strategies to each platform gain a competitive edge. The key factors shaping successful video strategies include:

• Content Style: Authenticity is the priority. Users engage more with relatable, casual videos rather than overly produced content.
• Optimal Video Length: Short-form videos thrive on TikTok and Instagram, while YouTube continues to support both Shorts and long-form content.
• Interactive Elements: Features like TikTok’s duets and Instagram’s polls encourage user participation, increasing visibility.

Why Platform-Specific Strategies Matter

A refined, platform-focused approach leads to higher engagement, greater visibility, and stronger connections with audiences.

• Engagement Boost: Algorithms reward content that aligns with user behavior and platform trends. TikTok’s For You Page, for example, amplifies videos that leverage trending sounds and formats.
• Better Reach: Native tools—such as Instagram’s stickers or YouTube’s Shorts—help boost visibility.
• Audience Connection: Personalized, relevant content fosters deeper engagement and brand loyalty.

For brands looking to optimize their video content strategy, understanding video performance on social media is essential. Metrics like audience retention, watch time, and engagement rates will define success and guide future content planning.

Developing Winning Video Strategies for Each Platform

To maximize engagement, businesses must optimize their approach for each social media platform.

• TikTok: Community-Driven and Trend-Focused
  Best Length: 15 to 90 seconds.
  Tips: Use trending sounds, engage with duets, and create challenge-style content.
  Enhancing Video Performance: By analyzing TikTok’s analytics, brands can improve video performance on social media and refine their short-form video strategy for maximum impact.
• Instagram Reels: Visually Engaging Storytelling
  Best Length: 15 to 60 seconds.
  Tips: Incorporate eye-catching visuals, utilize interactive stickers, and engage with trending hashtags.
  Optimizing Video Content Strategy: Instagram Reels remain a key player in social media video trends, making it essential to post consistently and track engagement patterns.
• YouTube: The Balance of Shorts and Long-Form Content
  Shorts Length: 60 to 90 seconds.
  Long-Form Length: 10 to 25 minutes.
  Tips: Use Shorts for discoverability and long-form videos for in-depth storytelling.
  Boosting Video Performance: YouTube’s algorithm favors videos with strong engagement, making analytics-driven adjustments critical for a winning video content strategy.
• LinkedIn: Professional Yet Approachable
  Best Length: 1 to 3 minutes.
  Tips: Share industry insights, thought leadership content, and practical business tips.
  Refining Your Social Media Video Strategy: LinkedIn video content should provide value, positioning brands as industry leaders while maintaining an engaging, human tone.

Best Practices for Video Success in 2025

Staying ahead requires continuous adaptation. Here’s how brands can maintain momentum:

• Monitor Platform Updates: Algorithms and trends shift frequently—staying informed is crucial.
• Repurpose Content: Adapt video formats for different platforms while maintaining consistency.
• Track Performance: Regularly analyze watch time and engagement metrics to refine strategies.

The Future of Video in Social Media

Looking ahead, the demand for authentic content will continue to grow. Brands should prepare for increased AI-Personalization. AI tools will streamline video production and enhance user experience. Research shows that there will be continued growth of short-form video as TikTok, Instagram Reels and YouTube Shorts remain dominant.

Additionally, search engines are increasingly indexing video content, making video content strategy crucial for improving discoverability and search rankings. Brands that prioritize video performance on social media while adapting to social video strategy trends will see the highest returns.

To stay ahead in 2025, brands should continue to test new formats, collaborate with creators, and maintain a consistent posting schedule. Although we can research what is working best on social now, every brand is different and social media is the perfect place to test and learn. These strategies outlined about can help drive engagement and visibility in the constantly shifting social media landscape.

Experts in Video Strategy

COHN specializes in creating platform-optimized video strategies that drive engagement and visibility. Our expertise in balancing short-form, low-production content with platform trends ensures results that resonate with today’s audiences. Looking to elevate your social media video strategy for 2025?

Reach out to COHN for expert guidance today.

One of the core tenets at COHN is that a brand is so much more than just a logo or tagline. In fact, a brand should never be defined by what you say or how you show up in marketing. Yes, your brand is what you do—but more important is WHY you do it and why anyone should care.

We also believe that brand starts with YOU, meaning that it’s in your DNA and can’t easily be changed. It’s the aura in your office, the way your team communicates with each other, and the experiences that customers have before you ever market to them. Brand lives way, way upstream than your other marketing activities because it’s simply a reflection of your core values and BIG WHY. When employees understand, believe in, and embody the brand, they create the kind of authentic connection that builds trust and drives real business impact.

This is what we mean when we talk about institutional brand—a brand that is so built into the fabric of your company that it can almost be genetically passed down to future employees and ambassadors of your brand.

Organizations that successfully integrate their brand identity at every level create stronger connections with employees, customers, and stakeholders. But how do you ensure your brand isn’t just a concept on a PowerPoint but a lived experience in your workplace?

Why Internal Brand Adoption Matters

While it can be helpful to have fans of your brand that exist outside of your company, your strongest brand ambassadors will always be employees. If they don’t understand or believe in your brand, external audiences will feel the disconnect. A lack of internal brand alignment leads to:

• Miscommunication with customers, donors, or community members.
• Employee disengagement or lack of brand advocacy.
• A disconnect between brand promise and actual experiences.

Data backs this up! Organizations with strong internal brand alignment experience higher customer retention, deeper engagement, and long-term loyalty—and this is where we want our clients to aspire to with their brand. We work to ensure your brand achieves momentum first, and institutionalized brand identity for the long term.

4 Pillars of a Successful Internal Brand Rollout

1. Leadership Buy-In & Communication

If leadership doesn’t live the brand, no one else will. Employees look to executives, managers, and decision-makers for cues on what truly matters within an organization.

Make your brand values part of leadership messaging. Every company-wide email, presentation, and meeting should reinforce the brand’s mission and core values. You should also Incorporate branding into leadership training. In other words, teach executives and managers how to communicate the brand authentically.

It’s also important for all leaders to lead by example. If a brand is built on innovation, leaders should be vocal about risks and experimentation. If it’s about customer-first service, leadership should highlight stories of employees going the extra mile.

Sometimes, we will even create a leadership “brand story script” with key phrases and themes leaders can naturally integrate into their everyday communication.

2. Employee Education & Training

A brand is only as strong as the people delivering it. Employees need more than a mission statement—they need training, tools, and ongoing reinforcement to understand how the brand applies to their roles.

To that end, we always advise developing an internal brand playbook, with brand values, messaging, and expected behaviors. Make it simple and engaging. Then, make brand training an experience, not a lecture. So, for example, use real-life scenarios, interactive sessions, and team exercises to bring the brand to life. You can also reinforce brand training beyond onboarding with refresher workshops, town halls, and microlearning modules keep branding top of mind.

Most importantly, show employees how their specific role contributes to the brand promise. For example, a customer service rep should understand how their interactions reflect the company’s reputation.

3. Cultural Integration & Daily Application

When it comes to creating an institutional brand, remember that this is something that employees must live! To make it stick, branding must be woven into company culture and daily workflows. As such, we encourage clients to try and make brand values part of performance reviews. Tie evaluations and promotions to how well employees embody brand principles. Furthermore, recognize and reward employees who live the brand! Publicly celebrate employees who demonstrate brand values in action.

It’s important that you turn the brand into a decision-making filter. Encourage teams to ask, “Does this align with our brand?” before launching new initiatives.

4. Consistent Internal Messaging

A brand is only believable when it’s consistent. If employees hear mixed messages or see leadership contradict the brand values, trust erodes fast. As a best practice, you can standardize internal communications so that email templates, internal memos, and team meetings all use clear, consistent brand language. You can also use a centralized platform for brand updates—for example, an intranet, Slack channel, or employee portal that keeps messaging aligned across departments. Encourage two-way communication! Employees should feel empowered to give feedback on how the brand is being implemented internally.

Also, conduct quarterly internal brand audits—survey employees to ensure they understand and feel connected to the brand messaging!

Measuring the Success of Internal Brand Adoption

How do you know if your internal branding efforts are working?

A strong internal brand can actually be measurable!

The key to ensuring employees understand and embrace the brand is gathering continuous feedback and tracking engagement over time. Brands can start by conducting employee sentiment surveys to gauge how well team members understand and connect with the brand.

Of course, beyond employee surveys, there are also focus groups and one-on-one interviews that can provide deeper insights into how employees perceive the brand and whether they feel supported in representing it. Leaders should also monitor internal communication engagement—metrics like open rates on brand-related emails, participation in brand training, and feedback from company meetings can indicate how well messaging is resonating.

The impact of internal brand adoption extends beyond the company. Customer satisfaction scores, employee retention rates, and online brand sentiment can all serve as external indicators of how well a company’s internal brand alignment is translating to the outside world. A company with strong internal brand adoption will see higher levels of employee advocacy, with staff members naturally sharing company messaging on social media or reinforcing brand values in their interactions.

To maintain brand consistency in business, organizations should conduct regular brand audits, reviewing how well internal materials, policies, and leadership messaging align with the overall brand rollout strategy. Social listening tools can also help assess whether employees are naturally amplifying brand messages or if inconsistencies are creeping into external communications. By taking a proactive and data-driven approach, businesses can refine their brand adoption strategies and ensure employees remain engaged, aligned, and invested in the institution’s identity.

Final Thoughts

The most important takeaway from this blog is that a strong institutional brand starts internally—employees must live it before customers can experience it. By investing in structured brand adoption programs, companies can create trust, consistency, and engagement that fuel long-term success.

At COHN, we specialize in building, strengthening, and expanding brand communities that foster deep loyalty and engagement. Let’s bring your brand to life—internally and externally.

Enjoy this Q&A with our newest COHN Helen Hoyt about her experiences and insights on the differences between American and British agency life

Helen Hoyt is a one-of-a-kind, magnetic marketer who started at COHN earlier this year as an Account Director. She’s electric, insightful, fearless and just the absolute model coworker and colleague, and we’re thrilled to have her join our team at COHN. There’s also another fun fact about Helen that doesn’t show up in a bio: She’s from England, and her diverse and worldly background has shaped her as a dynamic marketer throughout her career.

Because we’re all a bunch of Anglophiles at COHN, we thought it might be fun to pick Helen’s brain on the differences in marketing, culture, agency life and client life between the UK and the U.S.

1. Let’s start with the big one—what’s the biggest difference you’ve noticed between working at UK agencies and U.S. agencies?

What I love about working in agencies in the U.S. is no matter what your title is or how junior you are, the scope of a project is fully understood and exposed to all levels of the account team.

Back in the UK, things like SOWs were only for the eyes of directors and above, and that wasn’t something you really pushed as a more junior team member. I guess you could say that role hierarchy is less formal here in the U.S., and I think that’s a really good thing. It enables the ambitious, more junior account people to get stuck into the why at a much earlier stage in their careers. I had an Account Executive at my previous agency supporting me with writing business cases and scopes of work for one of our clients. I really don’t think this would have happened, had we been in the UK.

One thing you do have to learn quickly is that job titles do not have the same standing on both sides of the pond. In the UK, an Account Executive is pretty much the entry-level position at an agency; whereas here in the U.S., it is a more senior role, as there are Assistant AE’s and Account Coordinators that would fall below it. We don’t have the position of Account Supervisor in the UK, and that doesn’t quite translate to a Senior Account Manager. In fact, I would say a Supervisor is more senior, but an Account Director in the UK is more junior than an Account Director here in the U.S. See, it’s confusing!

It took me a while to figure out what level I was at and what roles I should be applying for when I first got here. All that said, I think titles are taken a lot more seriously in the UK and I like that over here, it’s all a bit more relaxed and fluid.

2. How do client relationships differ across the pond? Are UK clients more formal, or do Americans take the crown for being buttoned up?

The industry itself attracts a certain personality type—one that is typically outgoing, positive, approachable and energetic! I would say this translates across the Atlantic, and I haven’t come across any major differences in clients whether they are British, American or from anywhere else. Everyone wants the same thing. We are all working towards the same end goal and that doesn’t change culturally. That said, I think reserved personality types are more accepted in this industry in the UK, whereas here in the U.S., I feel you have to be outspoken to get noticed.

I had a client once based in Texas and really enjoyed learning about Texan culture, as I feel it’s unique to the rest of America. I found them to be super friendly and easy to work with. So far, I have found clients from the East Coast a little more direct and brusque.

I think it really depends on what company your clients are working for, the nature of their product and the culture of their organization that really determines how formal things need to be. If I were to generalize, I would say that UK clients are typically more formal and indirect, while U.S. clients lean toward being more casual and direct.

3. Creatively speaking, do you think UK agencies take more risks, or do U.S. teams push the boundaries more?

It’s not so much that UK agencies take more risks. I think it’s more about what audiences want and expect from advertising and this does differ across the two countries. Culturally, advertising in the UK will lean towards a more smart, subtle and tasteful approach. In the U.S., it seems more accepted that ads are shouty, sales-driven and exaggerated.

The UK ad industry is more heavily regulated – it’s also very common for the British public to complain to the ASA (Advertising Standards Authority) who regulate everything on TV, print and digital. You cannot get away with saying things like ‘our product is the best in the market’ without backing it up with proof in the small print. I find there are fewer rules here in the U.S., which leads to more misleading advertising. You often see on billboards over here bold statements like ‘best in the world’ or ‘biggest in the U.S.’ These are claims that are very unlikely to be true but this practice seems generally accepted by the U.S. public.

I was working on a campaign for Range Rover Sport back in 2012, and I remember the creative team being very frustrated in the early script development process that they were not allowed to show the car being driven fast, as that’s a hard NO in UK advertising. The spot was going to run globally but because of the ASA’s regulations around automotive advertising, the creative team had to get imaginative with how they portrayed a sporty car not going fast! They landed with ‘Positivity Charged’; a visualization of the car’s creation in an apt feat of engineering and science inside The Large Hadron Collider (LHC). The beauty of the ad is that you don’t really know what it’s about or what car brand it is until the end. This is a classic example of a more subtle approach to advertising that I think you see more of in the UK than you do here in the U.S.

4. Agency life can be its own culture. What surprised you most about the day-to-day vibe at U.S. agencies compared to the UK?

Gosh, this is a tough one because I think agency culture can really vary depending on the agency itself, and whether it’s independent or part of a global network. When I started working in the U.S., I’d had a pretty significant break from the industry (something to do with marrying an American, having two kids, losing my mother to cancer and a global pandemic), so I was expecting to find myself a little out of my depth and playing catch up. However, I was pleasantly surprised with how familiar it all felt, which gave me comfort. The only real difference I noticed was the increase in Zoom calls. That took a bit of getting used to! One thing I have noticed is that over here in the U.S., there does seem to be more meetings. Often there’s a meeting to discuss the meeting! I feel like in the UK, we just picked up the phone or hashed it out over a cuppa tea in the office kitchen. But this is more likely because we were physically together more pre-pandemic. I never got the opportunity to work remotely in the UK so a lot of my experience has to be taken with a pinch of salt, as it is pre-pandemic and thus, not a direct comparison.

5. How about pitching ideas? Do you find the approach to presenting work and winning clients differs in the U.S. vs. the UK?

I am not sure it does. I think this is more down to the client you are working with and the culture of their business or where they are from. In the UK, I worked on Reckitt campaigns for Finish and Airwick, and our clients were based in New Jersey. London is such a multicultural city to work in so you are dealing with colleagues and clients from all over the world. This is truly wonderful and gives you such a great insight and exposure into different cultures which I love.

Here in Colorado, I’ve had to learn about how Americans living in the Western United States like to do business. I have personally found it slightly slower-paced than what I was used to but I know that’s not the case in New York agencies!

In terms of pitching ideas, I think the U.S. puts more effort (and budget) into this process. This is likely because the client budgets are bigger – a national brand in the US has a much larger target audience than a national brand in the UK (which is closer in population size to the state of California).

6. If you could steal one thing from UK agency culture and implant it here in the U.S., what would it be—and why?

The pub! But this doesn’t just apply to agency culture. I miss UK pub culture in general. It just doesn’t exist here. The pub is essentially an extension of a person’s home – the word ‘pub’ is short for public house so think cozy atmosphere, informal and friendly. The pub plays a big part of agency culture (in London especially) as it’s where everything social happens! It’s where you go for drinks after work, where everyone has their leaving do, where the office Christmas lunch is, where you take clients for drinks or lunches – the nicer pubs for that! You’d even go to the pub to flesh out creative ideas or ‘work’ on that group presentation!

Another thing that ties nicely into the pub conversation is the ‘happy hour’. In the U.S., a happy hour is simply that. I have found that the happy hour would normally take place in the office itself here in the U.S. and everyone would head home after one, maybe two drinks. But us Brits can’t just drink for an hour… so it doesn’t really exist in the UK which can be a good and a bad thing! Happy hour is several pints in the pub and getting the last train home. In my early days at Oglivy, we’d head to the subsidized bar that was inside the office most nights. It’s amazing how much stamina you have in your early 20’s!

I feel like the brewery needs a mention here. This is a fantastic part of Colorado’s culture (and the U.S. in general) that has not yet taken off in the UK. As a parent of young kiddos, we rely on breweries to get us through the weekend as they are by far the most kid (and dog) friendly place to hang out with friends while enjoying a beer. They actually beat the British pub on this front!

On a separate note, I would make biscuits (the British kind) a compulsory item in the office kitchen as a cup of tea without a biscuit to dunk it in is a little sad. I once took a pack of Digestives biscuits to a client meeting in Texas which caused quite the stir as everyone thought I had brought tasty laxatives to the meeting!! A classic example of where words can have different meanings, depending on what country you are in. I guess McVitie’s are not concerned with the fact they sell a biscuit (sorry cookie) that most Americans assume is a laxative! Their sales must be doing fine everywhere else in the world!

Thought leadership has become a vital element of modern marketing and communications (i.e., public relations) strategies, but what does thought leadership actually look like in action? Many companies struggle with how to create thought leadership content and define a solid strategy.

Consider how firmly established companies like Salesforce, McKinsey, American Express, and Adobe (and many more) built their reputation as trusted industry voices by consistently delivering insights and solutions to their audiences. These success stories highlight that effective thought leadership isn’t just about creating content—it’s about creating an effective system that consistently positions your brand as a true authority.

Let’s back up for a minute.

Why is it important that you become a thought leader? Because leaders have followers. If you want to have followers (or customers, clients, partners, etc.), then you need to be a leader. And what better way to lead than with your intelligence?

That said, the idea of “thought leadership” does sound a little… whimsical. Can it be a genuine driver of business growth?

To answer this, let’s explore the concept of thought leadership as more than just an idea, but rather, an entire ecosystem: a strategic, multi-channel approach that goes beyond one-off content pieces to build lasting trust and credibility. This approach gives thought leadership a roadmap—a strategy—and it’s one we do for our clients at COHN.

A successful thought leadership ecosystem requires consistency, relevancy, and authentic engagement—a long-term investment in your brand’s authority. It also requires creating thoughtful and valuable content that resonates with your target audience.

So… What Is a Thought Leadership Ecosystem?

Building a “thought leadership ecosystem” is a lot different than drafting a content or communications strategy. Think of it as a connected framework that integrates earned, owned, and paid media with a specific thought leadership point-of-view to amplify your message and reach. And unlike a simple strategy, your ecosystem will have LIFE.

Let’s start with the brand messaging. After all, the foundation of a thought leadership ecosystem lives within your unique point of view and differentiation against other voices in the market. We want to create tailored communications rooted in expertise and supported by credible data.

Whatever we’re creating—whether that’s speaking opportunities, white papers, expert videos, panel discussions, podcasts, webinars, etc.—these messages must reflect your brand’s unique voice and tone, and everything will directly pay off your brand promise. This is a key component of a thought leadership content strategy.

Distribution is another important aspect to the ecosystem idea. We want to ensure your point of view reaches audiences effectively by mapping content across earned, owned, and paid channels. Formats like blogs, videos, podcasts, and infographics appeal to diverse audience preferences. This ensures that your type of content is varied and engaging.

On top of messaging and distribution, expert positioning is one of the most essential pieces of this ecosystem, highlighting knowledgeable individuals within your organization who can share relatable insight. This will also equip them with the tools and confidence to create compelling content.

Finally, the ecosystem idea relies on consistency and maintenance, ensuring all messaging and storytelling align across channels. Like any other ecosystem, this consistency is what gives it LIFE! This consistency helps build brand-aware consumers.

Why a Thought Leadership Ecosystem Matters

We briefly touched on this in the introduction, but creating an ecosystem is a lot more work than just a simple one-sentence strategy. Why go through with all the work to develop a thought leadership ecosystem?

1. Build Authority and Trust: To stand out in a crowded market, your brand must become a go-to resource for reliable insights. For example, consider how a company like MAX consistently shares timely analyses of industry trends. This consistency builds trust and credibility, setting MAX apart as an industry leader.
2. Engage Target Audiences with Value: Thought leadership ecosystems allow brands to deliver actionable solutions and fresh perspectives that address audience challenges. By focusing on your audience’s needs, you create meaningful connections that foster loyalty.
3. Boost Brand Visibility: Strategic use of earned media, sponsored content, and events ensures your message reaches the right people at the right time. This holistic approach amplifies your visibility and positions your brand as an essential voice in the industry.

Okay… what now?

4 Steps to Build a Thought Leadership Ecosystem

Start with strong messaging. Your messaging should align with your brand values, reflect market trends, and address the needs of your audience. It’s important to back up your claims with data, results, and credible proof points, ensuring your content resonates as both authoritative and trustworthy.

Conducting thorough audience research is a critical step in this process. Understanding their pain points, preferred communication styles, and key interests allows you to craft messages that speak directly to them. A unique brand voice and tone further differentiate you from competitors and make your content more memorable.

The next step is to identify and empower your organization’s experts. These individuals should demonstrate deep industry knowledge and the ability to connect with audiences on a personal level. Discovery calls can help uncover their unique perspectives, affiliations, and potential opportunities for thought leadership.

To ensure success, provide these experts with training and resources that allow them to create high-quality content and communicate their ideas effectively. Encouraging collaboration among your experts can also lead to richer, more dynamic content.

Depending on your organization, this step could be a little…tedious. Not everyone wants to be in the spotlight, but the fun part of thought leadership is that it can actually help level up some of your smartest (but shiest) employees. In other words, empowering your employees to become thought leaders also has the added benefit of career development for your best and brightest!

We have our message and spokespeople, what are we missing? Oh right! Distribution. Content distribution is the backbone and delivery system of a successful thought leadership ecosystem.

Start by leveraging earned media through trend-based pitches and newsjacking to secure media placements. Simultaneously, focus on owned media by publishing blogs, videos, and social posts that showcase your expertise. Paid media can then amplify key messages and broaden your reach.

Repurposing content is a smart strategy to extend its lifespan. For example, a blog post can be transformed into an infographic or a podcast episode, allowing you to reach different audience segments with minimal extra effort. Actively promoting your content across social media and other platforms ensures it gains maximum exposure.

Finally, centralize your thought leadership materials in an online repository. This repository should include headshots, bios, video clips, and key quotes from your experts, as well as links to published content. This not only makes it easier to access and share materials but also ensures consistency in your messaging. To refine your ecosystem, track performance metrics like engagement, reach, and conversions to assess what’s working. Use A/B testing to experiment with content formats, headlines, and calls to action. Regularly solicit feedback from your audience to keep your content relevant and valuable.

Let’s Build Your Ecosystem

COHN has proven expertise in building thought leadership ecosystems that drive measurable results. From developing messaging frameworks to integrating multi-channel strategies, we help brands establish authority, engage audiences, and achieve long-term success.

Let us help you craft a strategy that positions your brand as a trusted industry leader.

Let’s face it—marketing agencies aren’t all the same. Some are boutique, nimble, and specialized. Others are massive, with global reach and deep pockets. Many thrive on big national clients with big budgets, while others stretch tiny budgets into powerful results through earned media and creative ingenuity. Some agencies buy ads. Others drive coverage. Some are thinkers. Some are doers.

So what makes COHN different? What makes us the “right fit” for clients?

At COHN, one of the things we do best is we sell what’s possible—and selling mere possibility is an impossible task for some agencies. It’s where our passion lies. This is what we call dream selling, and it’s how we approach marketing any idea.

Selling Possibility Requires Storytelling in Marketing

Marketing a product or service is one thing. A beer is a beer. A casino is a casino. A shoe is a shoe. People already understand these things, so marketing them is about making them more appealing, more exciting, or more top-of-mind.

But what if the thing you’re selling doesn’t exist yet? What if you’re trying to convince people to believe in something still forming in their minds? A new concept. A vacant lot that a developer envisions as a thriving urban hub. A startup still searching for its market fit. A public policy shift that could change lives.

Selling possibility isn’t about features and benefits—it’s about belief. How do you get people to believe? It’s about taking an abstract idea and turning it into something so real, so compelling, that people feel like it already exists. That’s where we excel.

Bringing Possibility to Life

We’ve helped people envision and want a future where homes generate more energy than they consume. This wasn’t just about selling houses—it was about shifting perceptions of what’s possible in sustainable living. We didn’t just market eco-friendly homes; we made people believe in the idea of self-sustaining communities.

We’ve driven organ donation sign-ups with campaigns that made the unthinkable feel personal, urgent, and heroic. Organ donation is an abstract, emotionally complex decision. It’s not something people wake up thinking about. So we told stories that made it real—stories of lives saved, of families changed forever by one selfless act.

And when it came to changing daily habits, we helped commuters reconsider their environmental impact. No easy feat. People are creatures of habit, and convenience often wins. But through research, strategy, and compelling storytelling, we made sustainability a choice people actually wanted to make.

The COHN Method: Transform Ideas into Reality

Selling possibility requires more than a great tagline or a flashy ad. It’s a mix of deep research, sharp strategy, and boundary-pushing creativity.

Want to know our secret? Here’s what we can share for free, but if you want to know more, just hit us up:

• Understanding the Mindset – Before we sell a vision, we have to understand what’s stopping people from believing in it. Are they skeptical? Apathetic? Simply unaware? Research helps us define the mental and emotional barriers to adoption.
• Framing the Narrative – People don’t buy ideas—they buy stories that make those ideas real. We craft narratives that don’t just educate, but inspire. We show the problem, the solution, and most importantly, why it matters now.
• Creating Proof Points – A bold idea with no credibility won’t get far. We find or create proof points—data, testimonials, expert endorsements, early adopters—that give weight to possibility.
• Building Momentum – Selling possibility is about more than awareness; it’s about momentum. We use a mix of earned, owned, and paid media to turn early believers into advocates and scale belief into movement.

So What?

Anyone can sell a product. But selling an idea before it’s fully formed? That’s different. That’s what moves industries forward, shapes communities, and changes behaviors.

We aren’t just helping clients market something. We’re helping them build something. The dreamers. The changemakers. The visionaries who don’t just want to sell something now, but want to create something lasting.

So if you have an idea that’s hard to sell, if your vision is still taking shape, if you need people to see what doesn’t yet exist—COHN is the right agency for the job.