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In today’s Marketing Pulse, gain insight into how:

• Balancing brand consistency and agility can keep your company relevant while staying true to your core identity, even in a fast-moving world.

• Combatting misinformation and rebuilding trust is essential for communicators to establish credibility in an era where fake news thrives.

• Mission-driven storytelling, like XPRIZE’s $100M Carbon Removal campaign, can transform initiatives into global movements with strategic communication.

These articles are penned by members of Forbes Communications Council, key marketing and communications leaders shaping the future of these fields.

Let’s dive in!

Balancing Brand Consistency & Agility in a Fast-Changing World

Brands face the challenge of staying consistent while adapting to evolving trends, platforms, and cultural moments. Striking this balance can separate memorable brands from forgettable ones.

Consistency builds trust and recognition—think Nike’s ethos of pushing limits or Coca-Cola’s nostalgia. Yet, agility ensures your brand stays relevant in a world that won’t wait.

Here’s how brands can master the art of consistency without sacrificing the ability to pivot:

💡 Define Your Core: Be crystal clear on your “why,” values, and personality—these are non-negotiable.

🚀 Empower Teams: Reduce red tape to enable quick, informed decisions.

🎧 Stay Tuned In: Use social listening and cultural trend tracking to anticipate shifts.

🛠 Test & Learn: Experiment small before committing big.

🎨 Flexible Guidelines: Maintain brand integrity while allowing room for creative adaptation.

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Our Communications Have a Credibility Problem

With 40% of Americans citing online inaccuracy as their biggest frustration, it’s clear: misinformation is eroding trust in media. From well-meaning missteps to intentional disinformation campaigns, the problem is only escalating, fueled by sensational algorithms and democratized content creation.

Here’s all you need to know:

🔍 Be Skeptical: If a story feels too outrageous, pause. Cross-check with multiple reputable sources before sharing.

✋ Pause Before Posting: A reactive post can damage credibility; verify claims carefully and ensure accuracy.

🚩 Report Misinformation: Take action by questioning or reporting false claims to stem the spread of fake news.

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How Communicators Can Turn Mission —> Momentum

When XPRIZE announced the winners of its $100 million Carbon Removal competition in 2025, they seized a rare opportunity to amplify an emerging industry and spark global momentum. By strategically navigating high-stakes communications, they elevated their mission to a global audience.

Here’s how communicators can craft high-impact campaigns that drive change:

📅 Leverage Embargoes: Work with journalists in advance to secure thoughtful, well-positioned coverage. Stay agile to pivot with real-time shifts in the news cycle.

🌍 Diversify Channels: Engage both mainstream and niche platforms to tailor your message for different audiences, from policymakers to technologists.

🎯 Maintain Message Discipline: Align all spokespeople with a clear, consistent framework to avoid fragmented storytelling.

🤔 Anticipate Tough Questions: Prepare answers for vulnerabilities, focusing on evidence-backed solutions and clear, confident delivery.

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Wrapping Up

If these articles sparked your interest, we have a network that you will absolutely love: Forbes Communications Council.

This exclusive, vetted community brings together the brightest minds in marketing and communications — founders, CEOs, CCOs, CMOs, and other senior leaders of marketing and communications teams.

Put yourself at the forefront of innovation with access to publishing opportunities on Forbes.com, a personalized, SEO-friendly Executive Profile, and the chance to network with other respected leaders in the field.

Join Forbes Communications Council today, and become part of a group driving transformation in marketing.