#brand-strategy

#brand-strategy

The way I think about community, I try to look at it through the lens of what would I be interested in, what do I want to attend?

Amram said the company sees three buckets of value in retailers' ad businesses: driving growth with specific retailers, being great first-party data sources on how consumers interact with a category, and driving top-of-mind awareness - even beyond that retailer's website. He said the question for retailers is how effective the media networks are in helping brands access and interact with them to drive incremental growth.

The last thing you want to do is publish a piece of content that is completely out of place on your social media feed. Your audience will notice if you're jumping on a bandwagon and the content feels forced, random or inauthentic. You'll also want to make sure that the trend or pop culture moment is congruent with your brand personality, tone of voice, and target audience.

At Shinola, Bailey will oversee creative direction across all brand touch points, including paid, owned and social. Although Ruthie Underwood had previously served as chief creative officer, "This is a new role for the brand," Shinola said. "It will shape how our voice, identity, and creative strategy evolve - while honoring the creative foundation built over the past 12 years. This position will specifically oversee the brand's creative direction across marketing, campaigns and storytelling."

Small business owners are all saying the same thing: "My website traffic is tanking, and the stuff that used to work just doesn't anymore." And they're right. A 2024 study by SparkToro CEO Rand Fishkin found that nearly 60% of searches in the U.S. don't end in a click - people are getting answers from AI and never visiting your site.

President Donald Trump's tariffs are starting to make a mark on businesses and consumers, with Americans facing a cumulative increase in prices that will cost the average household some $2,700 in lost income, according to the Yale Budget Lab. Some products will be worse hit than others: Clothing prices are expected to rise by 36% in the short term, while motor vehicle prices will rise some 13%, Yale predicted. And on a broad scale, experts have estimated that GDP could shrink by as much as 6% over the long-term as demand for goods and services dwindles.

They are ubiquitous in this day and age, and the industry is huge. But aside from the odd scandal here and there, they more or less make sense in terms of the message and art direction. However, when you look at ads from the past through a modern lens, you realize just how much cultural attitudes have shifted over the decades and centuries.

Trust isn't just a nice-to-have in 2025. It's the foundation for every meaningful customer relationship. In an era of widespread misinformation, rapidly shifting social expectations, and tightening consumer wallets, brand trust is now one of your most valuable currencies. According to recent eMarketer data, 62.7% of B2B marketers agree that branding is critical to long-term success. But here's the challenge: proving ROI on trust-building efforts is notoriously difficult.

Over the past several years, I've had the privilege of leading Suburban Propane's sports marketing initiatives, including our ongoing multiyear partnership with NASCAR and Speedway Motorsports. These collaborations have allowed us to connect with millions of fans through meaningful brand experiences, on-site activations and integrated community outreach. From powering campgrounds at race weekends to creating fan engagement zones, I've seen how the right sports partnership can amplify brand visibility, foster loyalty and strengthen relationships with local communities.

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.

D2C brands now consider Amazon a vital platform, enhancing their reach and customer acquisition by tapping into the marketplace's extensive customer base.

"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.