When shopping becomes a process that requires the buyer just to express a single sentence, only the brands that we can actually name will survive. Here’s how to become that default brand... before the algorithms picks one for you.
In the new world of shopping, the difference between winning and losing is just a few words.
If I say, “add Hellmann’s mayo,” brand-owner Unilever wins. If I say, “add mayo,” an algorithm picks your competitor. As voice, re-orders, and AI agents take over shopping, brands that get named have a massive advantage.
A quiet manifesto for marketers who’ve fallen out of love with big numbers, and want to measure what actually sticks, such as the saves, shares and small corners of the internet where fandom, not reach, does the real work.
Cathelijne Noortman
Listen on Spotify Listen on Apple Music Watch on YouTube And we're back, this week the Brandmakers podcast dives into the world of ITV, a major UK broadcaster and content studio reaching millions of viewers through its channels and ITVX. Its director of brand and marketing, Paul Ridsdale, has been marketing the British broadcaster ITV for over 17 years, and has been a part of its journey from a TV channel to a streaming service and content creator. In this episode, presenter Hannah Bowl
Hannah Bowler
Netflix is quietly rewriting the rules of sports media – swapping expensive rights and endless fixtures for scarce, high-impact moments that behave more like cultural premieres than TV slots, and giving brands a smarter way to plug into its ecosystem.
Rich Hewes
As we move towards intelligence you can talk to, and a world where the interface breaks free from the screen, designers need to rethink their approach. The next era of design isn’t about making better journeys; it’s about dismantling them.
Annie Bedard
Sport has stopped being just a sponsorship channel and has slowly but surely become the operating system for culture. Leagues, brands and athletes can all win if they treat every fan touchpoint as part of an always‑on, integrated experience, rather than a row of logos on shirts or around a pitch.
Alex Zeevalkink
