Product knowledge is the sum of everything an employee understands about the products and services they work with. At its core, it means knowing "what you're selling" inside and out. This includes product features, benefits, use cases, pricing, and how the product fits into customers' lives and the competitive landscape.
Gone are the days when marketers can think in five- or 10-year plans. These days, it's about tomorrow, not the next 16 months, because culture and what captures consumers' attention is changing faster than ever.
We are always surveying the space of where individuals are consuming or might be consuming beauty, or where there's an intersection between beauty and a sports brand. [We heard] that young women are fans of F1, and there's a growing female [audience]. The excitement around [Netflix's] 'Drive to Survive' and the F1 Academy content series and being at one of the races is continuing to uptick.
To put that into context, Instagram and industry average engagement rates are two percent to four percent, so the fact that this was 18 is phenomenal. From a brand perspective, Megan is a true archetype. She built her career on being bold, confident and self-made. She's doubling down on a partnership that's already proven it can move the needle with Gen Z, and turn into cultural heat, which drives new customer acquisition and brand loyalty.
The clip took off after creators on X and TikTok started to mock Kempczinski for his overly corporate presentation and stiffness. In the video, Kempczinski takes a small bite of the burger - which he refers to as a "product" - against the backdrop of his office. This prompted rival fast-food execs from Burger King and Wendy's, along with general social media users, to recreate the video with their own taste tests.
Now more than ever, consumers want to use products and services that align with their values, causes and beliefs. In fact, 87% of consumers buy from organisations that share their own set of values. Because of this, it is essential that brands take notice of what their consumers have to say.
Messaging alone does not sustain a brand. It is sustained by belief and reinforced through behavior. When employees do not understand or believe in the organization's purpose and standards, customers eventually experience that inconsistency. This is where many branding efforts break down. Leaders focus externally while internal alignment remains underdeveloped.
Too many CMOs have been doing the business of marketing, which is the role of a VP of marketing. The business of marketing is doing campaigns, managing channels, communications, engagements, and brand. The role of the CMO should be to do the business of the company: vision, deciding where the company is going, what the company stands for, and how it grows.
Scaled Wise's North American brand presence through its biggest-ever TV campaign, reaching over 80% of adults in key US markets and over 60% in target Canadian regions, while delivering double-digit lifts in brand awareness and measurable growth in new customers and transactions.
A static annual plan is a liability in a zero-click world where AI models update their knowledge of a brand every few weeks. We must move from traffic seeker to authority source quickly. But how? For a few clients, I'm embracing the uncertain future of market behavior by developing a 90-day authority sprint content marketing framework for brands that want to become sources AI engines cite while staying flexible for whatever the technology landscape throws at us next.
Your potential client is in pain, their car is totaled, the medical bills are piling up, and a claims adjuster is calling them relentlessly, trying to get a recorded statement. They do not want a gladiator in a suit; they want a lifeline.
FIFA will allow broadcasters to go to commercial breaks during hydration breaks, the Athletic reported last week. A FIFA spokesperson confirmed the changes to Fortune. While more frequent ad breaks are not likely to surprise many viewers based in the U.S., it's a significant departure from how commercials have traditionally featured in soccer elsewhere.
Mojo Supermarket will lead Burger King's always-on social strategy, including creative, community engagement and activations, while Praytell is tasked with generating earned media, managing influencer relationships and identifying relevant cultural stories. The two will collaborate closely to shore up a challenger positioning for the QSR chain.
Previously, PR experts assumed that the CEO was the only credible media expert within the organization. That has changed. Many companies rely too heavily on their CEO for media opportunities and are underutilizing their other leaders. Also, journalists now crave experts with functional experience, especially to share use cases, implementation lessons, and adoption challenges.
Most people won't see your posts. I know this sounds counterintuitive; the whole point of posting is to get people to see your content, right? But I think this is helpful to keep in mind when you're just starting out and feeling like the spotlight is on you. Even if people do see your post, typically they will read it, maybe engage with it (like, click, or comment), and then move on.
We're thrilled to have been appointed as Tommee Tippee's social creative agency; we'll work with them to apply our expertise of cultural understanding within social and influencer marketing. We can't wait to help their next stage of growth in becoming the go-to brand for millennial and Gen Z parents.
Buyers no longer open ten tabs, skim through blog posts, and slowly form an opinion over weeks. Instead, they ask a single question to an AI system and receive a shortlist in return, usually two or three companies that feel familiar, credible, and safe enough to justify internally. That shortlist often becomes the entire market in the buyer's mind.
Keen to ditch an over-reliance on discounting in favour of stronger brand-led campaigns, Launch partnered with Weird Fish on a multichannel performance strategy to drive website sales, elevate brand reputation and wean customers off discounts to improve margins.
