Jenny McCabe + Co. uses insights-based communications to build brands via earned media. Instead of piggybacking on a company’s existing messaging, we breathe new life into a brand by determining why it’s relevant in the world—and more importantly, why it’s relevant in that moment. By creating brand road maps, we determine the intersection between what society wants to talk about and what the brand wants to say. We investigate what makes people tick by understanding what’s happening at the consumer level, then build stories around those trends. It’s one thing to uncover a story, it’s another to take that story and translate it into earned media coverage.