WePioneer

Keep an eye on your inboxes this week, because the WePioneer newsletter is back! Beyond our ever ongoing project work and time building up our clients’ brands, we’ve used this summer to sharpen up our own. Since the release of our report ‘Human Connection: The Beating Heart of Resilient Brands’, we have been able to hold some fascinating conversations with business and marketing leaders in a variety of sectors. They are united and they sing from our same hymn sheet: human connection is incredibly important for brands, no matter which spheres they operate in, particularly at the moment. Of course, that is central to how we look to build the brands we work with. We want to encourage thoughtfulness. Real care and compassion for the person on the other side, and real consideration of place in the world and how to do the best they can with it. That’s the platform for growth, for strength and for resilience. The Thoughtfulness Revolution is upon us — subscribe to our newsletter to hear all about it! #brandbuilding #thoughtfulbrands #industrynewsletter #creativeagency #brandbuilders #pioneeringspirit #pioneeringconnection

The Edge of Sea and Sky… Oh the stories we could tell. Our cinematic inspired creative for Regent Hotels and Resorts puts the guest at the heart of their own story. Bucking the classic rules of luxury, it’s not about show and tell, but the truth that every experience, every emotion is utterly unique. You are the muse and Regent is the beautiful stage. We’re very proud to share a teaser of our work for the upcoming launch of the stunning Regent Santa Monica Beach. This stunning flagship resort marks the brand’s elegant return to the American shores and what a way to make a comeback! Opening soon…. Thank you to the incredibly talented and committed WP team that made this happen Charlotte Theodorsen Sophie Smith-Bosanquet Stephen Banville Jennifer Carr Hazel May Euan Donaldson Hollie Smith Nick Swaffield ❤️ #creativeagency #humanconnection #brandbuilding #luxuryhospitality #brandexperience

We worked closely with Hotel Indigo to curate a portfolio of brilliant illustrators, working on their endeavour to weave their new identity into the guest experience. As part of their campaign, 'The World's Neighbourhood Hotel', each hotel tells its own story about the neighbourhoods they're in. The artworks are a staple of the rich effort to make each property a staple of the areas they're in, bringing their locales to life for visitors and forging a real connection with those who come to stay. This piece was created by one of our incredible illustrators Maria-Ines Gul for the Hotel Indigo Baton Rouge Downtown. It was a real privilege to be a part of creating such beautiful work. #hotelmarketing #brandbuilding #brandmarketing #creativeagency #pioneeringspirit #pioneeringconnection

Consumer expectations vs. the reality of what they’re given. A tale as old as time. In Hospitality & Catering News, Professor Peter Jones digs into the problem with hotel breakfasts. A former staple that, for many, has become forgotten, relegated and disregarded. But not for a number of consumers, who see that, in declining quality of hotel breakfasts, their needs aren’t being met. If a guest leans on the hotel breakfast, there is an expectation of quality, ease, dependability and a real need for that breakfast to be a comfortable and enjoyable start to their day. As the perceived value placed on that by hotels slips, so do those necessary standards. It’s something that can really cloud a guest’s stay, and significantly impact the way a business is perceived. Thinking human first means thinking about what customers really need from your brand. Putting yourself in their shoes, thinking how best to meet those needs and how you can make their lives better and easier. Breakfast is just the starting point. Read on for where the industry misses customers and how it can amend these imbalances: #hospitality #hospitalityindustry #hotelindustry #brandbuilding #brandmanagement #brandconsultancy #pioneeringspirit #pioneeringconnection

“In structured hierarchical environments, I’d often see people approaching their work thinking about what would most please their Creative Director, rather than to solve the challenge. The specialists didn’t have anything like that to worry about. They could put the challenge at the front and just think about making great work” - Bryony Simpson. WePioneer works against wastage in the industry. We’ve seen it up close, and through it all there was an inescapable truth: there could be a better way to do things. We work to get the best heads on the questions that suit them. The right skill sets and mindsets for the tasks at hand. The existence of WePioneer is a fight against stagnation. We work with clients to find new ways of doing things, get right to the heart of the challenge in front of us. Through that, we elevate our clients to new heights, with efficiency and directness. That’s built on our expert ability to manage projects, clients and our incredible portfolio of specialists, who bring their unique and spectacular talents to every project they’re involved in. We’re so proud of our model. For every project we take on, we know we have brilliant people, perfectly ready for challenges that really work for them, and the ability to make a higher grade of work for our clients. How we do things at WePioneer:   #newwayofworking #specialisttalent #freelancers #freelancetalent #brandbuilding #branduniverse #worldofbrand #pioneeringspirit #pioneeringconnection

Following on from our report ‘Human Connection: The Beating Heart of Resilient Brands’, we held a Human Connection Roundtable event to delve further into the findings of the report. In the room, we had leaders from the worlds of hospitality, tech, property, retail, luxury and professional services to discuss what building real, authentic connections means in their industries, and the importance it has. What was clear in those conversations, and every conversation we’ve held since then, is that the need for building those meaningful relationships between brands and their people is only growing. It’s time for brands to put consumers back at the heart of their thinking. Remember at all times: the most important person is the one on the other side of each interaction. Hearing industry leaders united in their belief that the way to make stronger, better brands for the future was to work hard to build trust with consumers and go to above and beyond for them was fantastic. There's a real desire to bring out the human in our brands and to really be a part of consumers' lives - to earn and keep that seat at the family table. In the aftermath of the roundtable, WePioneer CEO Bryony Simpson wrote about the event, what we learned from it and where we need to go in Creativebrief. Don’t miss it! #humanbrands #humanconnection #brandbuilding #creativeagency #pioneeringspirit #pioneeringconnection

For brands, part of generating connection between themselves and their customers is showing authenticity. That can take many forms, particularly around their direct interactions with customers. On the broader level, though, that extends to taking clear moral stances on major issues, and showing that they are more than an organisation in search of custom — that a brand is a living, tangible thing. Some brands shy away from taking these kinds of issues on, fearing backlash. But, per this excellent article by Mark Ritson in Marketing Week, there is nothing to fear. Rather, businesses can express who they are, support and solidarity for their customers and staff, and know that their bottom line can remain largely unaffected. The question changes to whether or not to do the right thing. “As a member of the LGBTQ+ community, her point was simple but powerful. She feels “othered” all the time. Most members of the community do. Especially younger, more vulnerable marketers, employees and customers. Seeing rainbow flags and logos during pride was not virtue signalling, it made these people feel seen and safe. Fewer brands supporting Pride than in previous years was a worrying thing because the community feels less supported.” These stances that businesses take around social issues do really matter to people. If part of a brand’s aim is to be part of building a better world, this is one way that is extremely important societally, and gives those brands a chance to make clear what they want to be to their people. That kind of authenticity carries, and provides a direct route to deeper connections with customers. Read more: #brand #worldofbrand #branddecisions #brandconnection #brandrelationships #brandbuilding #creativeagency #pioneeringspirit #pioneeringconnections

Real, meaningful connections and relationships between brands and their customers are the best protection that companies have in these trying times. That means much more than simply demonstrating value. It requires engaging with customers, listening to them, holding open dialogues and nurturing a real bond. Once you have their custom, you have to work hard to keep it and foster their loyalty, rather than simply neglect them in pursuit of further new consumers. Inspire and continue to inspire, not separate once you feel they’re sufficiently engaged. As below, that’s what consumers are crying out for. Really listen to your customers. Acknowledge their needs and meet them, then go further to understand how those needs change over time, and how you can continue to be not just part of their buying rituals, but a real part of their lives. Read more in our report ‘Human Connection: The Beating Heart of Resilient Brands’: https://lnkd.in/emTnBEZ9 #industryreport #brandbuilding #creativewhitepaper #brandbuilders #brandstrength #brandgrowth #brandlove #pioneeringspirit #pioneeringconnection

An example of a brand that really understands itself, its purpose, who it’s for and how best to serve those people. Etsy is a home and a haven for millions of creators and creative minds. There is so much wonderfully impressive and unique work that lives and finds new audiences and customers. Through this campaign, Etsy aims to depict that through their originality and self-possession, there is a heart and deeper value to the work that is made for their site and sold through it. Their battle to ‘keep commerce human’ means they are directly battling against the influx of AI-generated products that found their way to the site, showing real commitment to protecting their creators and standing up for their purpose. Big love to Etsy — true understanding of their own, strong brand! An excellent writeup by Rebecca Fulleylove in Creative Review: #brandadvertising #advertisingcampaign #brandbuilding #brandlove #strongbrands #brandconsultancy #pioneeringspirit #pioneeringconnection

"Core to sustainability is brand support. Many sports organisations are facing a tremendous time of change. Most have spent the last century selling their sport to men who, by and large, have bought it. Now they are having to regroup and reorganise themselves around the business need to sell women’s sport. Same product, but a different proposition, often much less budget This is where brands can have a valuable role in helping sport make a shift. Brands understand audience segmentation, media channels, creativity and customer engagement, and we need them to bring this to the table." It's a time that requires careful thought, but is also a once in a lifetime opportunity to make a mark in an area that's exploding. Brands are trepidatious, but only because they don't know enough about how to get going. Above all else, this is a moment to work hard to understand audiences. View them, understand who they are, what they need, what they want, and how your brand can fit into that. New subcultures are emerging, the pool of interest is vast and encompasses many different groups, and being really in tune with them and who they are can elevate a brand, bring it close to customers and allow them to be a real part of their lives. #womenssport #sportingbrands #brandbuilding #brandintelligence #brandcampaigns #pioneeringspirit #pioneeringconnection