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
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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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Embracing the evolving media landscape: four power plays for PR in 2026


Returning from nine months of maternity leave and diving back into the communications world, I...

5 min read
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Five steps brands can take to build AI search resilience


Key Takeaways: ChatGPT reached 800 million weekly active users in September 2025, dominating 80% of...

6 min read
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The attribution puzzle: How to crack marketing’s toughest challenge


Every marketer is under pressure to prove ROI. Budgets are scrutinised, KPIs are tied to...

5 min read
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Why the best content teams are hiring strategists, not just writers


Around the world, over seven million blog posts are published daily. Whether it’s a personal...

6 min read
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Why smart marketers are adding GEO to their SEO strategy (not replacing it)


Let’s clear something up right away: SEO isn’t dead. That long list of blue links...

7 min read
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AI and the rise of single use content


In the age of AI, your content needs to be less PotNoodle Democratiser or devaluer? ...

5 min read

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