How AI Is Changing Consumer Engagement
February 29, 20244 min
Generative artificial intelligence (AI) is all the talk in marketing these days. Yet, we are framing our conversation about it in the wrong way.
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February 2024 - Branding Strategy Insider
How Creativity Powers Profits
February 28, 20247 min
Once upon a time there was a durable goods company with a large staff of engineers. Management felt that the company would benefit from more creativity. Instead of hiring creative minds, the company decided to invest in transforming all of its engineers into creative, creator minds. It was a year of magical thinking.
The Increasing Value Of Segmentation
February 27, 20244 min
Is segmentation dead? No. Yet many think so. The supply chain snarls following COVID shrunk varieties, even brands, of foods, beverages, toys, furniture, HBAs, household goods and more. Pre-pandemic, new products were 5 percent of general merchandise. Today, 2 percent.
Lifestyle Brand Strategy: Tommy Bahama
February 26, 20248 min
Lifestyle branding is ubiquitous in marketing circles. Companies spent over $7 billion on lifestyle advertising last year and are expected to allocate some $10 billion by 2027, nearly a 10 percent compound annual growth rate from 2022, according to Statista.
Building Brands With Influencer Marketing
February 21, 20246 min
When you hear the word “influencer,” what comes to mind? Perhaps a YouTuber doing makeup tutorials? Or a 20-something streaming video games on Twitch?