What we come across, what we think
Pieces from the discovery lab. On brand diagnosis, AI search engines, and what a communication agency means in 2026.
An employer promise that doesn't hold on day one doesn't exist
49% of employees say their organisation fails to deliver the employee experience it promised. Early turnover isn't a recruitment problem, it's a brand problem. Read how to spot the fault line.
Read more →A brand value you don't see reflected in behaviour doesn't exist
Published core values don't correlate with the culture people experience. What's missing is the mechanism that ties values back to the moment things get tough.
Read more →The place of a concept in a brand journey
A campaign idea and a brand concept are different things. Schwung explains what a concept actually does, and when the sequence really matters.
Read more →Choose your web system on function, not on price
Most organisations choose their website on price and reach for a template. The better question is how dependent on it you are and what it has to carry. From AI one-pager to Umbraco: a trade-off on function and purpose, not on budget.
Read more →High in Google, and still less reach
Only 17% of the sources that AI search engines cite appear in the organic top 10. Anyone who builds on SEO rankings alone is investing in visibility that already fails to cover half of search behaviour.
Read more →Never start a rebranding with the logo
A logo is saved-up recognition. Why a rebranding starts with position and behaviour, and only then with the visual, with the Stedelijk, Tropicana and MediaMarkt as proof.
Read more →Why a brand foundation doesn't automatically land in the organisation
95% of organisations have brand guidelines. Only 25% use them actively. How do you make sure a brand manual actually lands in everyday decisions?
Read more →A content engine isn't a writing aid. It's a discoverability machine.
A content engine makes writing easy. But the goal lies further on: being cited by AI search engines, reaching your audience and building preference that lasts.
Read more →Human plus AI: how communication really gets better
AI doesn't make weak brands stronger, it makes them invisible faster. Schwung on why judgement and a point of view make the difference now that everyone uses the same tools.
Read more →A brand foundation makes choices easier, even when you build it yourself
Three departments, three stories about the same organisation. That is not a communication problem but a missing framework. How you use the Schwung brand model to build a brand foundation that makes choices faster and more consistent.
Read more →Accessibility isn't a checkbox, it's a better website
Since the European Accessibility Act, accessibility is a legal requirement. The widget that promises to fix it in one click actually makes it worse. The real reason to do it well: an accessible site works better for everyone, and gets found better.
Read more →Online ads or brand value: which pays off more?
Ads buy attention, and that attention gets more expensive every year. A strong brand lowers the price of every click. How to make the two work together, and why the ratio matters.
Read more →AI in brand communication: frequently asked questions
Does Google penalise AI content? Do clients still search via Google? Do people still trust it? Ten questions about AI in brand communication, with the 2026 figures included.
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