#marketing-strategy

#marketing-strategy

Many marketing leaders recognize the opportunity of using generative AI for marketing but struggle with a fundamental question: Where to begin? The challenge isn't whether to adopt generative AI but how to systematically identify which marketing tasks offer the highest opportunities with the most manageable risks. Join professor Oguz A. Acar from King's College London, a leading expert in AI and marketing innovation, as he provides a strategic road map for reimagining your marketing approach in the AI era.

Fanuele, who reports to CEO Rob Lynch, started on Sept. 15. Since earlier this year, Fanuele has worked with the company as a consultant and "played a key role in strategic brand positioning and the selection of a new creative agency partner," the press release said. The addition of a chief brand officer is aligned with Shake Shack's plan to increase its paid media ad spend to help boost sales.

As consumers seek value and prioritize high-protein foods, bold flavors and brand nostalgia, the marketer plans to focus on what makes its brands "remarkable" to help return to organic growth. "Sustainable, profitable growth comes from making sure that all elements of remarkability - product, packaging, messaging, omnichannel execution, and value-truly resonate with consumers," Chairman and CEO Jeff Harmening said in prepared remarks around the earnings.

Who, by running challenger tech brand OnePlus, knows exactly what it's like to have to constantly iterate, innovate and make every marketing penny work hard in an ultra-competitive market. So we asked Celina, whose career has taken her to Motorola, Nokia, Huawei and Asos before joining OnePlus in 2019, about the real challenges marketers face in such a fast-paced environment. She also shared shrewd advice on working for challenger brands, on the complexities of bringing work to life and creating award-winning campaigns on a budget.

That's a loaded question

"Why should they choose you to either talk at conferences or talk on a webinar and, from the patient standpoint, why should they trust you with their family?" Kemp, an account manager with Marketing4ECPs, said in this Healio video. "It's OK to talk about yourself online, making sure you're focused on the key elements of what makes you unique and different."

While unsuccessful entrepreneurs obsess over what makes their brand special, successful entrepreneurs instead ask a more powerful question to transform their business into an unstoppable brand: What am I fighting against? This is the concept of the " strategic enemy," which I wrote my new book about, and it is the most powerful yet underutilized tools in brand building. A strategic enemy is the oppositional force that your brand or category stands against. It could be a competitor, category, convention, or concept.

I don't like the traditional target market definition that focuses on demographics and firmographics: We sell to small businesses in the UK. Our fast-casual restaurant appeals to college students and young professionals. We target outdoor enthusiasts in the Pacific Northwest Our TV show is targeted at females, 19-29 years old. Sometimes this sort of description warranted. If you sell back-office software specifically for dentist offices under Norwegian law, then a demographic description is accurate. But my experience is that, for most companies, these dimensions incorrectly describe the market.

"This is like a dream job, where I get to help early stage companies make noise, but then I also get to help the late-stage companies prepare for IPOs," Machiz says.

Lululemon Athletica Inc. is embarking on a big marketing shift by betting on a roster of athletes to help pull the yogawear brand out of a sales rut and grow beyond its downward-facing dog roots.

To play is human. It's how toddlers experience and learn about the world they just entered. It's also how we as adults rewire our brains and learn new things most effectively. In a world in which consumers are flooded with choices, companies are fighting ferociously to capture and maintain the consumers' attention. The business leaders who are successfully steering their organizations in this digital-first world are using a secret weapon that taps into our most human desire to play: video games.

Soccer fandom is so much more than a team's wins and losses. For some, it's a vibrant way of life that defines their identity each and every day. That powerhouse dynamic will stoke unparalleled excitement around the 2026 FIFA World Cup. Per We Are Social, brands should plan accordingly as they prep for the ultra-high-profile event, which runs in 16 North American cities from June 11 to July 19 next year.

Seasonal products create spikes in demand, drive urgency, and produce record-breaking sales, but they can quickly disappear from visibility if not properly prepared.

GAIA is transforming the legal industry through AI, streamlining legal work, and supporting legal professionals in achieving enhanced efficiency and effectiveness.

Launching an account-based marketing (ABM) strategy helps reach new marketing-influenced revenue heights and improves sales-marketing alignment while focusing on the right prospects.

Chaco has rolled out a number of buzzy collaborations that have brought in significant revenue and social engagement, including partnerships with Fishwife, Bob Marley’s family, and Waffle House.

Nostalgia is seductive and emotionally charged, delivering a quick dopamine hit, but surface-level engagement often does more harm than good.

I have an intimate, complicated relationship with AI - like a coworker I both rely on and don't fully trust. I use it as a creative amplifier for everything from marketing strategy to coaching content.

With no-alcohol beer sales rising, Heineken, Peroni, Estrella... they're all pushing their zero-proof suds like it's the next big thing.

Trahan's campaign demonstrated that authentic purpose not only feels good but also delivers measurable outcomes, raising over $11.5 million for childhood cancer research.

Almost half (49%) of US Gen Zers are much more likely to pay attention to ads that make them laugh or use music they like, according to a June report from Edison Research and SiriusXM Media.

pDOOH is moving from trial to growth, achieving a 30% usage rate among advertisers in China and expected to rank fourth among media channels by 2025.

The primary objective is to connect creative deliverables with real-time performance metrics. While traditional KPIs like impressions, clicks, and conversions remain essential, they don't capture the whole picture.

Right now is the time to start planning your holiday marketing strategy in order to ensure that you're getting the most out of your efforts.

The unconventional marketing tactic of listing homes for $1 is attracting buyers and allowing the market to set a property's true value, leading to six-figure sales.

Real-time brand challenges typically emerge from subtle shifts in tone, context and culture rather than obvious spikes. Without domain-specific meaning intelligence and robust processes, off-the-shelf models can produce false positives or overlook risks.