#brand-strategy

#brand-strategy

Many marketers are learning that bigger isn't always better when it comes to influence. Campaigns involving nano-influencers can cost a fraction of those that involve celebrities or macro-influencers.

Experiential marketing is now recognized as the backbone of connection with consumers, moving from being seen as a garnish in marketing campaigns to a core strategy.

In today's content-saturated world, content might be royalty—but distribution is the throne it sits on. A beautifully crafted piece can be overlooked if not effectively distributed.

CEO activism has transformed expectations of corporate leaders, who must now address societal issues beyond their industry, facing both rewards and risks.

"It [As Ever] is run by a confederacy of dunces working on this platform that is just getting maximising the value from her fame that came from Suits and being a part of the Royal Family and they're just milking that for everything they can."

In today's digital landscape, AI systems are primary interpreters of content, reshaping how brands are discovered and trusted.

"We have what we call the 'aha' moment, which is what happens when a customer steps into a pair of Kizik shoes... It's one of those 'wow' moments where people realize how our shoes work."

Brands aiming to capture US consumers must navigate a challenging landscape marked by inflation and uncertainty, necessitating strategic adaptations to meet changing shopper behaviors.

The PR teams that learn how to feed this ecosystem properly—via smart content, precise localization, and semantically aligned narratives—will see their clients get surfaced more often.

More than half of Gen Z discovers products on social platforms, especially TikTok, Instagram, and YouTube, signaling a major shift in shopping habits.

Despite the backlash against DEI efforts, there are leaders who advocate for real progress, emphasizing the need for brands to prioritize Return on Inclusion.

A report by McKinsey backs this up. Companies that invest in brand evolution grow 20%-30% faster than those that don't. This isn't about having Coca-Cola-level budgets.

AI branding tools promise speed, scale and studio-quality polish. But here's the truth: AI won't fix a messy brand. It will just make the mess more visible.

"What I really want to do right now is take it and bring it upstairs." - Frier expressed his excitement about hosting the replica of the UEFA Champions League trophy.

"When Le Masurier started at Skyscanner in 2021, there wasn't a ton of belief in brand and brand investment..."

"CEOs, CMOs, and CIOs all need to be on the same page, because they all affect each other now...I think it's going to be crucial for any brand going forward."