Jackie Awve, Marketing & Branding Strategist

09/14/2026

I read an article last week. It got me thinking. So I wrote about it.

The article was asking whether sustainability was being cancelled. What stayed with me wasn't really the sustainability question. It was what happens when the language we've relied on to communicate value stops doing the job.

The value didn't disappear. The shorthand stopped being sufficient.

That got me thinking more broadly about Brand Stewardship—and it led to this piece for Awve Marketing.

I'm curious where others are seeing this happen. What words in your industry are still technically true, but no longer tell the whole story?

I recently read a BOMA BEST article asking a provocative question: Is sustainability being cancelled? As someone who has spent a lot of time in commercial real estate, I was interested in the sustainability conversation. But as a marketer, something else in the article caught my attention.

08/14/2026

Ok guys, I've seen the jokes. I've made the jokes. We've been poking fun at the AI flyers and social media posts, but have you thought about your emails?

I've read a few emails lately where everything was right. The wording. The perfectly complete response. All the right ingredients. EXCEPT I couldn't find the person in it. And frankly, it can read as borderline dismissive.

In a relationship-based industry (and aren't they all?), I think that matters.

Use AI. I certainly do! It helps remove the oh-FFS-attitude. But when it's finished helping, ADD SOME HUMAN BACK IN! Please.
(Otherwise, you're underseasoning a perfectly good recipe.)

PS: My husband made this cake. I just took the picture! No filters! 😂

08/13/2026

I've been posting more about leaning into some quieter moments lately, but quiet definitely hasn't meant still.

There's been a lot of reflection — and a LOT of action that I don't post. I tend to focus on the good stuff here, but truthfully, it's been an intense year.

AND I've taken the conflicts, the pressure points, the feedback, and even some of the things that have irritated the hell out of me, and tried to understand what the universe is telling me.

And somewhere in all of that, something has shifted.

Things are still evolving, but this really does feel like a turning point. I've had the chance to reflect, organize and start building from what I've learned over 14 years at the boarding school of entrepreneurial hard knocks.

A little like a pearl, I suppose. Sometimes the irritation is what creates something valuable.

I'm really excited to see what all of this becomes.

02/13/2026

The week started with an early morning flight and some gorgeous views. The rest of it? In the weeds.

Just call me the...Brand guardian. Risk mitigator. Accuracy controller. Client reputation protector. Strategic reframer. Standards enforcer. Call prep architect. Event production overseer.

Details are never “just details.”

01/20/2026

I love it when an ordinary part of a client’s operation becomes a branding tool.

I recently got the keys to their project-tracking system (win!). Tons of great photos in there, but this one stopped me.

That long shadow transforms a flat scene. It defines time, adds depth and mood, and becomes a subject in its own right—without taking over the frame. Quiet storytelling in a simple image.