Articles

Featuring Vincent Fatato, Founder of Grey Box Creative

Rebranding is often mistaken as the solution—an attempt to fix lagging engagement, reignite team morale, or polish a tired image. But in reality? A visual rebrand is just the beginning.

For established B2B companies, rebranding usually comes at a turning point: a growth plateau, a shift in leadership, expansion into new markets, or prep for an exit. There’s often a hope that a new look will fix what feels stuck. And while design can spark …

Somewhere along the way, a lot of brand forgot one of the most crucial parts of being a successful business; they forgot how to be human. They forgot how to talk to customers like real people instead of robots. They forgot how to connect on a real level instead of just trying to sell, sell, sell with all of that confusing business jargon.

The result?  Less connection. Sure, their brand might be saying all the right things, but it’s not generating all the right feelings in their audience and thi…

When markets shake and politics boil over, most brands shrink. But the ones that lead? They know exactly who they are—and they communicate with conviction, not confusion.

In an era of collapsing media outlets, generative AI headlines, and cultural minefields around every corner, public relations isn’t just about scoring coverage—it’s about safeguarding your message, your values, and your reputation. And that starts with principled communication. Let's unpack the reality of modern brand communic…

There’s no shortage of content online—but most of it? Noise.
For B2B companies trying to build trust, generate leads, and stay visible in a noisy digital landscape, content without strategy doesn’t just underperform—it actively erodes brand credibility.

From biotech startups to SaaS platforms, companies pour time and money into content that fails to connect. Why? Because they confuse activity with effectiveness. They chase trends, skip audience research, and treat content as a sprint instead of…

Ever-evolving AI technology is bringing a lot of good to companies that have been able to streamline their processes, expand their service offerings, and generally take their operations up a gear or two. But, companies currently in the process of implementing AI tools also need to be wary of one thing: 63% of consumers don’t trust AI, and many of them are also losing faith in the companies that use it.

This makes sense considering that processes like AI data handling are still rife with problem…

As business owners, we usually expect almost everyone we serve will have some kind of internet access. That’s not always the case, though. This doesn’t have to be a dramatic realization, for example, a customer who may be always online otherwise could be between mobile phone contracts or waiting to have a router fitted in their new house. They could be elderly and just not interested in online management, or various other reasons. 

They may still want to use your business, though, and if you do…

Whether you like it or not, AI (artificial intelligence) is an important asset for many people and businesses. Just like the internet itself, it’s predicted that the sorts of systems laid out by the early large language models (LLMs) will become a fundamental part of life itself in the future. 

It has a lot of positives, but it isn’t without its issues. It’s essential to keep up to date with how to stay protected in an increasingly changing digital world, whether that comes in the form of looki…

Most founders prepare for due diligence by tightening up their numbers. They clean up financials. Gather contracts and scrub the CRM. But there’s one area that gets overlooked again and again: marketing. Not because it’s unimportant—because it’s misunderstood.

In a high-stakes transition, investors and acquirers don’t just want to know how you generate leads. They want to know how well your marketing systems, brand, and messaging hold up under pressure. Will they survive without the founder? Ca…

Marketing is often viewed as a cost. It's something you fund when cash is available. Something that drives traffic, leads, or clicks—but rarely shows up on a balance sheet.

But here’s the truth: strategic marketing is one of the most misunderstood—and most undervalued—drivers of enterprise worth. In the room where valuation decisions happen, marketing isn’t about your latest campaign. It’s about what your marketing has built: a brand that commands attention, a reputation that builds trust, and …

Are you constantly annoyed at how long your content cycle seems to take to come back round again? You’re often scrambling to make blog posts and website copy on the fly, with a 1 to 2 hour turnaround on each; trying to get this kind of content approved at that time is even trickier! 

So what’s going on here? What’s slowing down your content cycle? And is there an easier way to ensure you always have something high quality that’s ready and waiting to go out? Absolutely! And if you’re keen to mak…