Branding Is Not a Dirty Word (Especially in Science)
Scientists tend to distrust branding as spin. But branding is what makes reliable information recognisable — and desirable — without ever overpromising.
Careers, Perspectives, Visibility
Visibility
Nobody knows my research exists. Branding, marketing, metrics and search: getting good research found without overselling it.
Perspectives, Visibility
Publish or Perish Had a Sequel Called Be Visible or Vanish. This Is the Reboot
GEO is not new to everyone. Cristina Rigutto, a science communicator who called it Semantic Engine Optimization in 2013, explains what is changed — and what to do about it.
Perspectives, Visibility
The Vanity Metrics Trap: Why Citizen Science Does not Need to Go Viral
Citizen science does not need viral reach. A look at why small, trained Discord and Telegram communities often produce better data than mass social campaigns.
Perspectives, Visibility
Marketing for Scientists Who Hate Marketing
Marketing can create needs, and that phrase makes scientists understandably nervous. In science communication, the ethical version of “creating need” is not inventing urgency—it’s revealing relevance.