IREN has acquired creative and media agency Awaken, who specialise in content strategy and brand development for high-growth companies, to support global brand growth. As part of the transaction, Awaken will cease independent operations and senior members of the team will join IREN under executive employment agreements, including founder and CEO Chris Parker, who will lead IREN's brand and marketing strategy.
I was drawn to Tommy's culture and values, particularly their commitment to authenticity and community-driven work. I think the US market, in particular, is hungry for new ideas that defy the mediocrity of a lot of advertising today.
"Converse's issue is that it is iconic and it has not been able to shift and morph the consumer's impression of the brand enough to allow for SKU expansion," said Yates Jarvis, founder and principal of the e-commerce agency 2 Visions.
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.
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.
Instagram's new 'Shop the Look' feature and recent algorithm shifts highlight the vulnerability of social media reliance, where creators fear brand dilution from automated tags while companies like Oddity faced a massive stock drop due to the instability of rented social spaces.
