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Field notes.
Is becoming more powerful than being?
What TikTok creators understand about building trust and why brands need to catch up.
Insight
July 2025
Court
Are guidelines out and vibes in?
Why ‘the vibe’ is challenging the rules and what that means for brand consistency.
Authenticity isn't a texture.
Why authenticity is no longer a brand value, but the bare minimum.
June 2025
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