Reflections, advice and experiences on strategic business communication
The Maco&Co blog shares insights, analysis and practical tools on corporate communications, public relations, brand strategy and digital reputation. Each article is grounded in real-world work with clients across industries including manufacturing, retail, health and technology. Our goal is straightforward: to turn communication from a cost into a measurable growth driver for your business.
Websites no longer only need to rank well or be visually appealing. They must also be correctly understood within a context shaped by AI and new ways of interpreting information.
Sant Jordi is much more than a tradition: it is a lesson in storytelling that has been effective for centuries. It is a reflection on what makes a story understandable, shareable, and memorable… and why many brands are failing to achieve this.
Why do some brands communicate, publish, and have a strategy… yet fail to generate opportunities? A reflection on how the current context, characterized by AI and content saturation, is changing the rules of the game.
For years, the issue of sustainability has been excessive storytelling. Today, silence is becoming a problem as well. Between greenwashing and greenhushing, companies face a new challenge: to communicate what they do with honesty. Because in an environment where everything is interpreted, what is left unsaid also shapes perception.
Increasingly, information about brands is not consumed directly, but rather synthesized through artificial intelligence systems. This introduces a new variable in communication: it is not only important what a company says, but also how that narrative is integrated and redefined when interpreted by AI.
Talking about purpose is no longer enough. Double materiality introduces a more demanding question: what is truly relevant for the company and its environment. This logic not only enhances reporting but can also make the corporate narrative more robust and credible.
In the midst of the constant rhythm of work, it is sometimes necessary to pause. Spaces like the Corresponsables day allow us to reconnect with what is essential: to listen to companies that do things right, to reflect, and to return to our purpose. Because beyond strategy, working with meaning also involves choosing wisely whom you want to build with.
For years, I worked helping companies build their reputation, until I realized that communication also needed to be aligned with something deeper: my own purpose. Since then, I have been supporting companies that do things right in organizing their narrative and making it visible. Because today, it is not enough to have an impact; one must also know how to explain it so that it can be understood, found, and valued.
Artificial intelligence is changing how companies are discovered, interpreted, and recommended. In this new context, visibility no longer relies solely on having a digital presence, but rather on the public context surrounding a brand. Media, articles, and external mentions become key components of the authority that AI uses to understand and position companies.
Artificial intelligence recommends brands by interpreting signals that are constructed from public context, the coherence of the narrative, external validation, and persistence over time. In this article, we analyze what AI is truly evaluating before recommending a company and why understanding these signals is key to transforming communication into a competitive advantage.