#marketing-strategy

#marketing-strategy

Over the course of more than two decades at Ryanair, Dara Brady has helped shape a brand voice that's often irreverent and sometimes controversial. It's an approach that cuts through the noise of regular travel marketing like a loudspeaker in a quiet terminal. Brash slogans of the early 2000s, such as "The Low Fares Airline" and "Ryanair. Fly Cheaper," centered on price. These contrast with the current "Low Fares, Great Care" motto, which pairs strong customer service with competitive pricing.

Wrapping up nearly 10 years of production, Stranger Things has been ramping up its marketing this past month, relying heavily on nostalgia. With many sayings such as "the end of an era" and "one last adventure" on Instagram, it seems like the directors, the Duffer Brothers, are really drumming up anticipation as Netflix's "best TV show" comes to an end.

Taylor Swift's latest album, The Life of a Showgirl, dropped last week, and it has once again smashed records (regardless of whether it was well-received or not. Hint: not so much). The album marked Swift's biggest first-week US album sales, with 2.7 million copies sold in just 24 hours, AND $37 million in ticket sales were earned for the "Release Party of a Showgirl" in global screenings.

Some brands have to do these things when they're struggling, and we wanted to launch a refresh from a place of strength," Trumbull said. "There is risk, certainly, to doing anything, but there's a lot of risk to doing nothing. And I think if you're stuck or refusing to change because you're in a place of fear, I don't think you'll innovate.

Her expertise lies at the intersection of data-driven insights and creative storytelling, enabling her to build marketing engines that not only acquire customers but foster lasting brand loyalty. Throughout her career, Suha has guided a diverse portfolio of clients, from fast-growing SaaS startups to established consumer goods brands, helping them navigate complex market dynamics and achieve significant digital transformation.

One of the most important ways marketers measure success is by the number of people landing on their websites. But that traffic is dropping at double-digit rates, and the trend shows no sign of slowing. HubSpot-the long-time gold standard for B2B SEO-has seen its blog traffic collapse by around 70-75%. The pain is being felt across industries: According to Pew Research, users are half as likely to click on any link when an AI Overview appears in the search results.

British brands are failing to unlock an estimated $10 billion in value by relying too heavily on short-term marketing tactics and struggling to differentiate themselves, according to the latest Kantar BrandZ Top 75 Most Valuable UK Brands report. Globally, brand contributes 33% of company value on average, but in the UK that figure slips to 29%, highlighting a significant gap in long-term brand building.

Beauty advent calendars have become big business. They started around a decade ago - for example, Liberty's first beauty advent calendar launched in 2014, at a cost of £149 (packed with products worth £420).[1] This year Liberty's calendar is yours for £275 and gives you products worth £1245.[2] As the season turns from summer to autumn, and we pull out winter coats and jumpers and boots, we start the countdown to Christmas. (Around 80 days at the time of writing.)

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.