Peter Buckley’s Post

YASSS 👉 FEELING = MEANING!!! Audience attention is an obvious prerequisite, but brands are built through emotional resonance. Reflecting this in #media planning and buying is the holy grail of #effectiveness in my experience.

Interesting research on attention ! In the dynamic & constantly changing environment advertisers are having to navigate through - always interesting to see some solid data / analysis behind some of the live conversations / debates on attention.

KANTAR published an insightful report on the top 10 macro and micro trends marketers should consider on their brand growth journey in 2024. These top 6 stood out for me: 1.   There is an air of optimism around AI and its importance in driving scale, efficiency and creativity. I’m taking this as a personal challenge to test and learn with different tools. 2.   ⁠Culture comes first. “Success comes when marketing aligns with culture and is lost when marketing offends it.” We can’t run away from tapping into popular culture, connecting through accessible lingo, music, fashion, etc and understanding our clients’ value systems. 3.   ⁠Brand Control Vs Cancel Culture. “Influencer content is the consumers' preferred online channel for advertising.” Influencer actions have an impact on the brands they work for. We must learn to navigate the backlash to their content when it’s not received as expected. 4.   ⁠Radical innovation to boost sustainable brand growth. “Brands perceived as innovative afford 3x more growth than brands that aren’t”. With a fast rate of evolution & consumers moving on to the next trend fast, marketers need to develop innovation as a KPI. 5.   Sustainability integrated into both profit & loss statements (P&Ls) and the marketing function. Marketing effectiveness goes beyond Return on Marketing Investment (ROMI) and towards how well we positively impact our surroundings creatively and communicate this impact. 6.   ⁠The rise of premiumisation. With inflation and high costs of living, price and value have to be in sync. As marketers, we can’t leave pricing decisions to product teams - we have to lean in. If you are positioned as a premium brand, you need to have enough equity to justify your relative price, otherwise, it’s now a buyers' market with consumers preferring cheaper, smaller and more local brands. You can read the report here:

Do you know about Co-Branding- 5 Tips on-When & How to Suggest it to a Brand This kind of campaign involves two or more brands partnering to create a product, service, or marketing campaign. As a brand developer, effectively suggesting this approach to a brand requires you to highlight its specific advantages. Here are 5 compelling benefits of co-branding and tips on presenting them to a brand: 1. Reaching New Audiences: Allows each brand to tap into the other's customer base, expanding reach and brand awareness. How to suggest- Demonstrate the demographics and interests of the partner brand's audience and how they align with the existing target market. 2. Boosting Brand Credibility: Associating with a reputable brand enhances the perception of both brands. How to suggest- showcase the potential partner's brand reputation and how it can elevate the client's image, adding value and build trust. 3. Bring Innovation and Uniqueness: Collaborating allows for fresh ideas and perspectives, leading to innovative products, services, & campaigns. How to suggest- Propose creative concepts that leverage the strengths of both brands, resulting in something unique and engaging for consumers. 4. Sharing Resources and Costs: Co-branding helps in potential cost savings. How to suggest- It can optimize marketing budgets and resources, leading to increased efficiencies. 5. Enhancing Brand Differentiation: Standing out in a crowded market is crucial. Combines the strengths of both brands can make a statement. How to suggest- Association of a small brand with an established brand will give a the small brand huge exposure. When to suggest: -Co-branded product or service are more appealing to consumers. -Both brands share same core values. -Partnership can create something new and innovative, which can excite customers. -Co-branding is especially important for smaller brands that can benefit from being associated with a larger, more established brand. By effectively communicating these benefits and presenting well-researched, tailored proposals, you can convince brands to explore the exciting potential of co-branding and harness its power to achieve their marketing objectives. #brandbuilding #brandawareness #branddevelopment #marketingcampaign

Open to challenge but with where things are going, Brand is absolutely everything. I wish “BrandFormance” sounded better because its truly the best way to survive. Think CPG/Retail narrative but it certainly applies broadly. Two biggest things are Influencer/Social/Affiliate trends and Retail Media but my biggest takeaway is that you should be spending every day thinking about what your brand means to as many consumers for as many reasons as possible.   With the TikTokification of Social and platforms optimizing to keep attention, competitive brands can come out of nowhere. Look at PRIME Hydration or Feastables. Personal brands from influencers like Logan Paul x KSI and MrBeast attached to products that compete with the largest CPGs seemingly overnight. These brands are built every single day, across multiple platforms with many audiences. There is a proven formula for talented folks monetizing their brand, now including CPG. Your brand’s competitive landscape is one post away from a seismic shift so you can’t sleep on brand. Keep adding value to consumers with the brand in new ways; let them vote with their wallets.   Retail Media has seen significant increases in spend but play it out further. RM is enhancing the dynamics (trading variables) between Retailers/Brands. With margin compression, RM is able to drive alt rev. RMNs will continue to grow in addressable channels, partners, 1P data, etc. and the asks to suppliers will grow too. This data can also be used to build private brands for retailers to test against less profitable/consumer valued brands. Look at Amazon, they have developed 100K private label products in some random categories! In a world where AI made buying approaches similar, retailers control what shows up and how the algorithm informs it. Whether in-store or online, eye level is buy level and retailers need to maximize platform retention and profit.   Future distribution decisions will be something like do I: maximize revenue/profit by putting a big national brand on shelf (low risk, pure profit, limited upside), identify categories that are weak to private label (low risk, lower profit, higher upside) or try to grow the category by replacing either with the next influencer attached brand?   Competitive pressures are growing and brand building continues to change with consumer attention. Need a better name for “BrandFormance” to stop internal created barriers like retail media vs. brand media, creative vs. media, etc. and start building brand as an org. To me, this means using social at the center to develop brands and leverage the quick feedback loops of RM to gain insights across creative, cohorts and commerce strategies. Use all of your platform partner’s data to generate insights that build a better brand and make it matter to as many people for as many reasons as possible. Then measure it with awesome sales data to make more informed investment decisions because Retail Media is the best! #brandbuilding #retailmedia

Gen-Z — the cohort born between 1995 and 2009 — make up about 30 percent of the global population and have a spending power of $450 billion, according to the BBC. As Gen-Z’s prevalence as a consumer cohort continues to grow, fashion and beauty brands are prioritising investment into connecting with them, while innovating to meet their needs and expectations. This approach includes plugging into the strong, if sometimes contradictory, values Gen-Z consumers hold, as well as the expectation for authentic, trustworthy and community-focused content online. Gen-Z also looks to be engaged, educated and entertained on social platforms — they have grown up with a plethora of digital touchpoints and omnipresent branding through these channels, so cutting through the noise to grab their attention is a challenge. Gen-Z reportedly loses active attention for ads after just 1.3 seconds, according to a study by Yahoo and OMD Worldwide. To discuss how best to connect to this complex consumer cohort that is now critical to success, BoF’s commercial features editor Sophie Soar moderated a discussion between Alison Bringé, chief marketing officer of software, data and insights company Launchmetrics, which works with fashion, beauty and retail brands like Versace, Tiffany, Uniqlo, Shiseido and Drunk Elephant, and Shaina Zafar, an executive at the Next Gen Practice at United Talent Agency’s UTA Marketing. Zafar previously co-founded and acted as chief marketing officer at gen-z marketing agency JUV Consulting, which was acquired by UTA in March of this year. Read more.

In 2023, CMOs are faced with evolving marketing budgets, and it's vital not to underestimate the power of brand awareness. A shift towards prioritizing immediate results over long-term emotional connections has been a common trend, but it's time to change this perspective. With Gen Z consumers ready to explore new brands, there's an opportunity to engage them, but it requires a solid foundation rooted in brand tactics, data insights, customer values, and a commitment to ongoing testing and improvement. With unrivaled access to the programmatic landscape, AI Digital strategically balances performance-driven tactics with brand-building strategies to ensure sustained growth and lasting connections with our partners' target audiences. #BrandAwareness #MarketingStrategies #ConsumerEngagement

“Being meaningful really means targeting your consumer…if you are meaningful to the right consumers, the right buyers, that will set you up for success,” Potter said Brand growth remains a pivotal objective for marketers, underscored by compelling data trends. As businesses navigate evolving consumer behaviors, harnessing the power of data-driven insights and strategic partnerships will be crucial. By leveraging these insights, brands can not only adapt but thrive in an increasingly competitive landscape. #BrandGrowth #MarketingTrends #DataDrivenInsights #ConsumerBehavior #StrategicPartnerships #BusinessStrategy #MarketingStrategy #DigitalMarketing #BrandManagement #MarketAnalysis https://lnkd.in/etuKQvE9

In today's fast-paced digital landscape, where technology and data reign supreme, there have been talks of whether the traditional notion of branding has taken a back seat. However, contrary to popular belief, and through conversations with some of the globe's leading marketeers, the role of brand remains as crucial as ever, serving as a cornerstone of the Chief Marketing Officer's responsibilities. In the digital era, where consumers are inundated with an abundance of choices and information, a strong and differentiated brand serves as a beacon of trust, credibility, and connection in a crowded marketplace. First and foremost, the brand is the essence of who a company is and what it stands for. It encapsulates the organisation's values, mission, and personality, serving as the foundation upon which all marketing efforts are built. In a world where consumers are increasingly seeking authenticity and purpose-driven brands, a well-defined brand identity can set a company apart from its competitors and foster deep emotional connections with its audience. Moreover, in the age of digital transformation, where consumers interact with brands across multiple touchpoints and channels, a consistent and cohesive omnichannel brand experience is paramount. Whether it's through social media, websites, mobile apps, or physical stores, every interaction shapes the perception of the brand in the minds of consumers. Therefore, CMOs play a critical role in ensuring that the brand message is conveyed consistently and effectively across all platforms, creating a seamless and immersive experience for the audience. Furthermore, in an era where data-driven marketing strategies and personalised experiences dominate, the brand serves as a guiding light, steering decision-making processes and shaping marketing initiatives. While data and analytics provide valuable insights into consumer behavior and preferences, it is the brand that provides the overarching framework within which these insights are interpreted and applied. A strong brand identity helps CMOs make strategic decisions about product development, messaging, and targeting, ensuring that marketing efforts are aligned with the brand's values and resonate with its target audience. Additionally, in times of crisis or uncertainty, the strength of the brand can be a company's most valuable asset. A well-established brand with a history of trust and credibility can help restore consumer confidence in the face of adversity. Though digital marketing is becoming more prevalent than ever, strong brand builders remain in demand, given their ability to truly understand what makes a brand, great. #marketing #CMO #brand #performancemarketing #digitalmarketing

Let's throw some knives blindfolded shall we? 🗡 Definitely not for the faint at heart, especially when something important is at stake. Like say, successfully launching a new CPG brand into market. Just posted a new blog about identifying your path forward. Here's a sneak peek at 3 key steps. 1. Relevance ⚡ Gain a complete understanding of the industry, the market landscape, and audience trends. 2. Differentiation 😎 Analyze and evaluate the competitive landscape to determine how your brand is different from everyone else. 3. Ownability 🔥 Figure out what's yours to own. Time for some self reflection about your product or service to determine why you matter to your audience. Enjoy the read 👇 #CPG #Branding #Research #Strategy #Marketing