Off-site signals, brand humour & that sneaker you buy when you’re bored

Hello there,

This week we’re diving into how unseen signals shape search, why brands should (or shouldn’t) laugh at crisis, the strategy behind idle sneaker spending, and the quiet shift in how publishers are becoming brand partners. If you’ve been thinking about how context, tone and ecosystem interplay shape brand performance—this batch is for you.

The Influence of Off-site Signals in AI Search Engines

Airops’ latest report explains how AI-powered search platforms are incorporating off-site signals—like mentions, links, sentiment, and social activity—into their ranking logic. The takeaway: SEO isn’t just on-page anymore.

Crisis or Comedy — When Should Brands Laugh It Off?

This piece from The Drum explores the tricky question of whether brands should lean into humour during crises, or apologise and retreat. It uses recent examples where laughter worked—and others where it backfired—so you can judge when tone-shifting is strategic rather than tone-deaf.

On-Shoe Marketing Strategy: Why We Buy Sneakers When Nothing Else Works

NoGood’s case study on sneaker brands shows how marketing ignites purchase behaviour even when practical need is low. Emotional triggers, drop culture, and identity-driven storytelling combine to turn shoes into badges. Great input if you’re selling beyond utility.

Publishers Are Becoming Brand Platforms — Here’s Why

Adweek looks at how traditional publishers are evolving into full-funnel marketing platforms for brands—integrating storytelling, commerce, and campaign execution where media and marketing overlap.

Until next week —

It’s rarely just one channel, one message, or one moment that drives performance—it’s the combination of signals, context, and tone. Want help turning one of these ideas into a short internal playbook? Just shout.

Catch you then,

Team ‘Luru