Blog

Perspectives, predictions and provocations. Penned by the people of Archetype.

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2026 signals change at Archetype

As discovery increasingly shifts to AI-mediated environments, effective brand strength is determined less by volume...

2 min read

Why bother writing in the age of AI_

Why bother writing in the age of AI?

A creative writing professor at MIT recently described his meeting with a new class, having...

creative_rules

Big tech just said the quiet bit out loud: GEO builds on good SEO, and good SEO still needs originality

Google has published its clearest advice yet on how to show up in AI Overviews...

VISTA (1)

VISTA: the framework for building brands that get seen, trusted and chosen

Why fragmented communications no longer work – and what to do about it. The communications...

GEO Content Optimisation (4)

Your earned content and your FAQ pages are now linked. You need both to stand out

If your website content isn’t structured for retrieval, your PR activity is doing all the...

WhiteStorkCreditJohnBryant20212

White storks are coming home. Here’s why we’re helping

April 22 marks Earth Day – and this year, the message is simple: don’t wait...

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From reports to blogs: pick the format that fits the idea

Every business has compelling ideas to share. But… too many end up in the wrong...

6 min read

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Meatspace is the next vibe shift for brands

Two years ago, I declared that generative AI would kill content as we know it...

5 min read

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