Articles & White Papers
Independent perspectives on marketing, communications, and the decisions shaping business. Informed by research, professional experience, and the markets we serve.
Photo: Sam McGhee / Unsplash
A Takeover Playbook Comes to Fort Worth ISD’s District Social Media, and Engagement Falls by More Than Half
After the state takeover, Fort Worth ISD rebuilt its communications around a Houston ISD-style newsroom. A post-by-post audit finds it doubled output while engagement on its primary community channel fell by more than half.
- By
- Miguel Ruiz
- Published
- November 5, 2026
The Monthly Brief
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The Competitive Advantage of Weird: How Martin House Brewing Made Experimentation Its Brand
How Fort Worth's Martin House Brewing built a distinctive brand through Best Maid pickle beer, local partnerships, events, and product innovation.
Target’s 2023 Pride Controversy: When Brand Values Meet a Reputation Crisis
An analysis of Target’s 2023 Pride controversy, employee safety decisions, misinformation, stakeholder trust, and lessons for crisis communications.
About these publications.
Articles and analysis published by Ruiz Advertising Company draw on professional experience in marketing, advertising, and communications, supported by advanced academic study and research training. Our work examines business decisions through documented evidence, established concepts, and practical industry context.