KNBeat | March 2026

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Hey there, you! 👋

If you're reading this, you survived ViVE and HIMSS!

Here are a few stories and signals worth watching this month. Dive in.

3 conversations commanding HIMSS

These 3 themes shaped media coverage at HIMSS this year.

This is what reporters are talking about right now. Ignore at your own peril!

Gentherm names KNB agency of record

The billion-dollar behemoth chose KNB to support the launch of the ThermAffyx Patient Safety System. Plus, thanks to MM+M for the shoutout.

Did I just create an AI intern for marketing?

Agentic AI has evolved into a practical collaborator, albeit one who still needs strategy, judgment, and human oversight from marketers.

Special edition: Marketing hits + misses

Which brands nailed it and which ones missed the mark?

This March, we’re spotlighting a special edition of Marketing hits + misses inspired by the viral CEO burger debate that quickly became a case study in authenticity, brand voice, and the power of timing in marketing.

Marketing miss | McDonald’s: when authenticity becomes the story.
A routine product promo quickly turned into a viral conversation about leadership and brand credibility.

Marketing hit | Burger King: speed wins the internet.
A quick response turned a competitor’s viral moment into a confident brand opportunity.

Marketing miss | A&W: parody isn’t always enough.
Joining the trend didn’t quite translate into cultural traction.

Marketing hit | Wendy’s: lean into what your brand does best.
A response that felt perfectly aligned with Wendy’s challenger personality.

Marketing miss | Jack in the Box: timing is everything.
By the time the brand joined the conversation, the moment had largely passed.

The takeaway: the viral debate wasn’t really about burgers; it was about authenticity. When leaders visibly believe in their product, audiences notice. Sometimes the clearest signal of leadership confidence is simple: take a big bite.

👉 See the full breakdown of what brands got right — and wrong — on the KNB blog.

As we celebrate Women’s History Month, here's a quick reminder to recognize the many women helping move healthcare forward.💙

See you next month. ☘️

Beth
C. Elizabeth Cooper
Vice President of Marketing + Sales
m: 914.534.1086
www.knbcomm.com

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