38th & Kip Studio

Gemineye's site went from page 3 of search to the edge of page 1 in six months — and AI engines started citing them as a source. Our partners at 38th & Kip Studio just published the case study on how it happened. We were the build partner on the project. The approach: treat the website less like a brochure and more like a living system. A hub-and-spoke structure, interconnected content, and internal links mapped to how buyers actually research. That's the heart of Generative Engine Optimization (GEO): earning authority with AI-driven search the way you used to earn keyword rankings. The six-month numbers: • Search impressions: 37.4K → 62.6K • Average ranking position: 24.6 → 11.1 • Consistent top-3 placements, plus citations inside AI answers "One of the biggest mistakes you can make is treating a website build like a finished product." — Joyce Vincent, Generation Web Credit to 38th & Kip Studio and Stephen May at Crescent Leaf Technologies. Have really enjoyed being a part of this project. #GEO #GenerativeEngineOptimization #WebStrategy #GenerationWeb https://lnkd.in/g8tv3Jtq

Since Cracker Barrel is trending again now that their CEO has been ousted, here's my two-cents. I've been thinking about this event for almost a year now, and I keep coming back to this one element: 👉 primary source research 👈 Every analysis I read places blame much further downstream: change management strategy was weak, they moved the brand culture too fast, they didn't retain enough of the former brand, they didn't explain their reasoning, and on and on. All of these reasons are outcomes of a lack of primary source research. The problem existed way upstream, in the data they had. Either they assumed, or they misinterpreted that their audiences wanted this rebrand (cognitive bias certainly could have been at play). They assumed it would be welcomed with open arms by their current customer base, and embraced by a new customer base. But what happened was that: 1. Bots ran amuck with negativity (reports show that almost 50% of social media chatter on X was by bots) 2. Their CURRENT customer base rejected and politicized it 3. They didn't give it enough time for the dust to settle for their NEW customer base to try Cracker Barrel How could all of this been avoided? With thorough and unbiased qualitative and quantitative research examined by a neutral third-party. If the atmosphere was truly this prickly, research from customer feedback would have shown they indeed had no appetite for change. #marketresearch #crackerbarrel

What a blast to attend the Salem-Roanoke County Chamber of Commerce Business Showcase at the Salem RidgeYaks Stadium on Friday. I was honored Amanda Livingston invited me to represent my agency 38th & Kip Studio. 🤗 I was also stoked to bring my partner Chris Couch along to debut his new catering/pop-up business Rode Easy Foods. Best part? He baked triple chocolate pretzel cookies and hand-picked mulberry poundcake to giveaway as swag. Best swag ever? Maybe. If you're a local business owner who is looking for very, very good catering, a food pop-up, or baked goods swag, connect with Chris via insta @ rodeeasyfood.

🦫 What can credit unions learn from Buc-ee's, Ltd.? More than you might expect. Buc-ee’s has built a destination, not just a brand. People go out of their way to visit, share, and come back. That level of loyalty comes from a clear identity and a consistently memorable experience. As Alicia Disantis of 38th & Kip Studio highlights, credit unions have the same opportunity. In a crowded market, differentiation comes from how you make people feel, not just what you offer. If growth and loyalty are priorities, this is worth a read. Read more: https://lnkd.in/evr3xmAf #CreditUnionGrowth #MemberExperience #BrandStrategy #FinancialServicesMarketing

Big news today! I am moving into my BRAND NEW office! My studio sits on the top floor of 5Points Creative, in a 110 year old building in the Old Southwest neighborhood of Roanoke, VA. There is such a wonderful creative energy here, great views of the famous Mill Mountain, and very good coffee shops nearby. It's also hugely exciting to be in the same space as 5Points, under the leadership of Bruce C. Bryan, who has helped to transform the region's creative presence. It's moments like these that remind me that not so long ago I was working wedged between a guest bed and a clothing rack. Only up from here!

After researching Buc-ee's heavily for this article, I am remiss I didn't use the bathrooms when I visited for the first time last month. 😭 Tell me, are they as clean as they promise? So, how does a company that sells mundane commodities such as gasoline and snacks built a cult-following? Brand strategy, of course! If you'd like to learn more, the full article is in the comments. 👇 #branding #brandstrategy #bucees