How brands stay real when everything feels automated. Authenticity has become the most overused word in communications, yet it has never been more important. AI has accelerated content creation at a pace few predicted. Brands now compete not only with each other but with an endless stream of synthetic messages that all start to sound the same. In this environment, audiences respond to whatever still feels unmistakably human. Authenticity is no longer a nice-to-have. It is a s

If you're a small business owner, chances are you’re wearing a dozen hats at once—CEO, bookkeeper, customer service rep, and maybe even janitor. Marketing? That might feel like a luxury you don't have time or resources for. But here’s the truth: improving your visibility doesn’t have to be expensive or complicated. At Cassidy Consulting, we work with businesses of all sizes, and we’ve seen firsthand how even the smallest shops can make a big impact with just a few smart steps

If you’re not telling your story, someone else will fill in the blanks. Whether you're leading a team, launching a business, or building your career, your personal brand is what people remember—long after your bio, resumé, or pitch deck. At Cassidy Consulting, we’ve seen it play out time and again: individuals with a strong personal brand cut through the noise, earn trust faster, and create new opportunities. Not because they’re loud, but because they’re clear. So What Is  Pe

In an era defined by fragmentation, the biggest opportunity for brands isn’t mass appeal—it’s resonance. As platforms become more saturated and algorithm-driven content dominates the feed, audiences are gravitating toward smaller, more focused spaces where they feel seen and understood. Welcome to the rise of niche communities. From Mass Reach to Meaningful Reach The traditional goal of marketing was reach: cast a wide net, grab as many eyeballs as possible, and hope for conv