🚀 Adjacency Wins: Why Brands Should Break Their Own Rules

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🚀 Meltwater Launches GenAI Lens for AI-Era Brand Monitoring

Meltwater has introduced GenAI Lens, a tool designed to track brand mentions across generative AI platforms like ChatGPT, Claude, Gemini, and more. It helps businesses monitor how their brands are being referenced, reshaped, or misrepresented in AI-generated content.

Why it matters: As AI becomes a key content generator, brand safety now includes monitoring what machines say about you. GenAI Lens equips brands to respond to misinformation, train better prompts, and refine messaging strategies in an AI-driven world. Read more.

📺 Alternative Media Is Getting Attention in South Asian Branding Circles

A recent panel discussion in Dhaka highlighted the growing relevance of alternative media—from wall art to campus activations—in building brand identity. Experts urged marketers to look beyond digital-first campaigns and tap into localized, physical channels that resonate with hard-to-reach or younger segments.

Why it matters: Brands operating in emerging markets or youth-driven categories can gain a competitive edge by leveraging hyperlocal channels that cut through digital fatigue and capture community-level attention. Read more.

⭐ Retail Media Moves In-Store with New Formats and Tech

In-store retail media is maturing fast. Retailers are rolling out smart screens, sensor-triggered content, and branded shelf displays to capture shopper attention closer to the point of purchase. These real-world touchpoints are now being integrated with digital data to create a full-loop attribution model.

Why it matters: In-store retail media is no longer static. It’s becoming a rich, measurable channel for shopper engagement, especially as brands look to connect online intent with offline action. It's the next frontier for CPG and retail advertisers. Read more.

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💡 Today’s Insight

Adjacency Wins: Why Brands Should Break Their Own Rules

A new approach to brand strategy—adjacency thinking—is challenging traditional playbooks. Brands are finding growth by showing up in spaces that aren’t their usual territory. Instead of targeting only their core audience with familiar messages, successful brands are now inserting themselves into adjacent moments, platforms, or cultural conversations that feel less expected but still relevant. The goal is to build broader emotional resonance while keeping commercial objectives intact.

Key Takeaways

• Sticking rigidly to traditional channels or audiences can limit growth.

• Brands that shift context—appearing in new formats or cultural spaces—are driving deeper engagement.

• Adjacency works best when it's authentic and aligned with values, not just opportunistic.

• This strategy demands a more flexible, adaptive creative process across media buying and content teams.

Click here to read this story.

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