Lisa Castro’s Post

SECRETS IN MARKETING: EMOTIONS CONNECT I like Coca Cola’s latest campaign ‘SPILLS’, in an attempt to associate its product with the memories that people create in everyday life. While we all know that's what the brand is doing, we accept it because it is a reasonable depiction of normal life. It has authentic credibility. A series of 3 ads capture the drink spilling out of the brand’s iconic glass bottle. Moving backwards and forwards through time in slow motion, they show people spilling the beverage as they laugh and embrace a dog, a friend on the street, and a beloved guest at a party. Emotions in marketing campaigns are the most effective way to connect with audiences because they tap into the core of human decision-making. And emotions drive behavior more powerfully than logic or information. Now make sure you buy a bottle of Coca-Cola before you meet your friend, or hug your dog. Ring the bell 🔔 on my profile. I am #kennylim, Top Voice in Sales & Marketing Leadership, Luxury Brand Marketing, Retail Marketing and People Management, an #LBFAlumni member at #SkyHighTower, participating in the #SportofLife,   Send me an invite =>Kenny Lim Think => https://lnkd.in/gNRN8ASi Smile => https://lnkd.in/gAvJx_PU

Cultural events in wineries - a potential for brand developments: An interesting presentation from Valentina Soumintoub that highlights cultural events as a potential factor in strengthening the value of a brand. Valentina explains the importance of co-creation of value, integrating experiential marketing of the target audience throughout all touch points. Important to have a theme and to ensure all touch points are relevant to this theme, including the cultural events. Achieving this could lead to your customers becoming brand ambassadors.

American Marketing Association (AMA) Western Regional Conference Marketing Strategy Competition - 2nd Place! 🏆🥈💪🏽 Ryan A (my partner in business and in life) and I decided to take a shot at the marketing strategy competition. We were given a business problem and had 30 minutes to craft a 5-minute pitch. 📝 As non-marketing majors, we leveraged our strengths! My knowledge of health and Nutrition along with Ryan’s analytical skills from his Political Science background came in handy. 🧠 Public speaking, sales, and creativity came together to form an "intuitive implementation" of a "Where Will Happiness Strike Next" campaign for Coca-Cola. Our goal? Reinvigorate sales with the 13-18 age demographic. ⚾️🥤 Here's our winning strategy: * Targeting the "Healthy & Happy" Mindset: We emphasized the 0 sugar content and refreshing taste of Coke Zero and Diet Coke, positioning them as a healthy (both socially and mentally) way to quench thirst without sacrificing flavor. 🥰 * High School Takeover: We suggested partnering with high schools with strong athletic programs (known for sending athletes to NCAA and professional leagues) to place Coke Zero and Diet Coke in vending machines. 🤘🏽 * Sponsorship Power: Striking a sponsorship deal with these high-performing teams would create a powerful association between Coke Zero and Diet Coke with peak athletic performance and happy hydration. 🏔️ * Hydration Heroics: We envisioned providing Coke Zero and Diet Coke for: * Sideline Support: Players and coaches would have access to these drinks during games. 🏟️ * Student Samples: Students attending the games would receive free cans. 🧍🏻♀️🧍 * Logo Love: Coke Zero and Diet Coke logos would be prominently displayed on team uniforms, game signage, and promotional materials. ✔️ * Happiness Strikes: Show players and encourage cheers and show players and students taking sips of Coca-Cola when their team scores! 💪🏽 Huge shoutout to Gabe Rovira for mentioning this event a few weeks back to myself and Valeria Gonzalez! Thank you to Ali Kowsari, MBA, MS & Amy Zhou for picking our brains about our strategies and being judges to the competition! & Final thanks to The American Marketing Association (AMA) Long Beach for putting together this fantastic event and bringing in speakers like ✨ Henry Ong who truly resonated with first-gen students like myself! 💼 #marketingstrategy #competition #ama #cocacola #genz #healthydrinks #tiktok #influencermarketing #highschoolathletics #sponsorships #videomarketing

Connected packaging can really help build brand equity - from signposting brand promotions, personalising engagement to consumers (and in turn understanding who and where they are), through to advocating a product's authenticity, or sustainability transparency. We're helping brands deliver 'always-on promotions'; that journey often starts with a QR code permanently on packaging. Learn more, https://lnkd.in/edmEu4zY . #shoppermarketing #brandactivation #brandmarketing #brandpromotion #packaginginnovation

SO LIONS AND EFFIE BECOME ONE! In my opinion, this could well define the new world order of advertising and marketing. A lot of us, at times, feel that work winning at Cannes doesn’t win in the real world, and what wins in the real world doesn’t stand a chance at Cannes. There might be some truth to this, but it could also be a bias we’ve built over time. However, brands like, Dove, Cadbury, Burger King, Nike have been breaking this bias with their Grand Prix-winning campaigns, also winning Global Grand Effies. I hope with this new development, there is an exchange of culture, and bold ideas are met with less skepticism at Effies, while Cannes ideas demonstrate greater business impact. Because creativity and effectiveness are inextricably linked, and creativity always wins!

Hence why the idea of companies not posting product content is bad advice - doesn’t matter which influencer is giving it. Unless your business model is selling ad space against views (i.e. a media company), people need to see your product in your content and understand what it does. Bring back content strategies that SELL product.

How to increase brand awareness

In my journey working with numerous brands and diving deep into countless case studies, one key insight stands out: Building trust is the cornerstone of brand success. Imagine this – you’re in a foreign country, miles away from home. You walk into a McDonald’s and without hesitation, you order a Big Mac. Why? Because you trust the brand to deliver the same taste and quality, no matter where you are. That’s the power of trust. When you’re building a brand, your primary focus should be on fostering that same level of trust with your customers. They should feel confident that: 1. Your products or services will meet their expectations. 2. If anything goes wrong, you’ll make it right. This trust ensures that customers will keep coming back, knowing they won’t be scammed or left in the lurch. It’s not just about the product; it’s about the relationship you build with your audience. Let’s remember: Trust isn’t given; it’s earned. And it’s the foundation upon which the world’s most successful brands are built. #BrandBuilding #Trust #MarketingInsights #CustomerExperience #BrandStrategy

Counting down the days until the Experiential Marketing Summit in Vegas next week! 🎉 Can't wait for three days packed with insights, innovation, and networking with industry leaders. Let's dive deep into the world of experiential marketing together! Who else will be there? Let's connect! #ExperientialMarketingSummit #2024 #EMS2024

ASSOCIATE BRAND MANAGERS and SENIOR ASSOCIATE BRAND MANAGERS Are you on a brand team where you are making an impact in an industry you love? Are you learning from some of the best to ensure your ongoing success? Are you building a resume that maximizes your options in the future? #brandmarketing #brandmanagement #cpg #marketing