Abby Morgan

A few years ago I was sitting in a studio in Brooklyn, interviewing the Global Creative Director at Clinique and something hit me. Building a brand voice that connects with customers like a moth to a flame isn’t a one time exercise, in fact it requires a balance between innovative execution and intentional evolution. This is true whether you’re building a large scale brand with a huge team or you’re a solopreneur making content at home on your phone. How you create & deploy your creative content; your Instagram posts, your videos, your internal comms, your external comms, needs a consistent north star but it also needs ongoing iteration. If you keep making the same content for too long people will get bored. If you’re too all over the place with your creative you’ll lack the right "attraction through-line" for growth. If you’re not pushing yourself or your team just outside the comfort zone, content will start to feel like a chore. Brands like Clinique that have remained on top for decades got there because they understand these principals. When stuck, return to the question, how do I want to make people feel? and then create from that place. When done right your content should not only serve sales but also serve souls.

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Another HOT take from FEI. I was super inspired today by a wonderful discussion around stretch thinking. The premise of building a path to the future by strongly connecting a brand to culture is solid. Grabbing onto macro-forces moving the world and getting inspired by what THE brands who are creating culture are doing to guide your own efforts is smart. Where we often see these types of efforts fall apart, however, is failing to consider whether your brand has the cred it needs to be seen and accepted in this cool, new way. Brands who know who they are can catalyze their fans with offerings and points of connection that are authentic, relevant and strong. IF a brand is trying to get ahead of what’s next (or find their way to fresh), sometimes it can take too big of a leap in what’s it’s doing, saying or creating as it seeks to demonstrate cultural relevance. Confusion or eye-rolls can result as your brand acts in an unrecognizable way. So, we like to remind folks that sometimes you need to take small, initial steps to build up some equity as you make an intentional shift. It takes patience and a thoughtful eye toward every act of “brand” performed as you build consumer association with forward-thinking ideas before you go full blast and really turn up the heat. #stretchsavvy #smartstretch

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This is good news. The ads and film have tapped into the most important needs of consumers: inspiration, optimism, vitality, and autonomy. But this sector needs more than just pretty storytelling in ads - it needs storydoing/living (on their part) and to impart story being (where consumers are participants not just audiences). That means live experiences and showing consumers what Adidas can/will be for them IRL. #brainmanagement

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The future of footwear brands hinges on strangers, not friends. The game is changing. Let me explain 👇🏻 New-to-brand customers are not just buyers; they're a fresh perspective in a sea of sameness. In the digital age, where trends go viral overnight, these newcomers bring with them a pulse on the latest styles, sustainability concerns, and technology expectations. They represent uncharted territories, waiting to be explored. Meanwhile, existing customers, as valuable as they are, often signal a brand's comfort zone. A focus solely on them can lead to a stagnation of ideas, a recycling of trends, and ultimately, a brand that fades into the background noise of the industry. This isn't about abandoning those who brought you to the dance. It's about expanding the dance floor. By focusing on new-to-brand customers, footwear companies can: - Rapidly scale their revenue. - Inject fresh ideas and innovation into their product lines. - Stay ahead of rapidly changing consumer preferences and technological advancements. - Expand their market share and brand recognition in untapped segments. The call to action? Start seeing every stranger as a door to a new world. Dive into the data, understand the emerging trends, and tailor your strategies to not just meet but anticipate the needs of new customers. But start by telling them your brand story. Your brand story, why you are unique, is your personality. This acts as a filter to cut through the noise and find people who want to hang around with you. These are the people that aren't looking for discounts. They are high LTV and non-sale period shoppers. 💡For more information, head to the link below and read about our NEW customer acquisition accelerator program - https://lnkd.in/eR8yZRyi program.

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I love that reading books, and appreciating those who read books, is having a big moment with fashion and taste maker brands. What's really interesting to me? What has been traditionally thought of as a solo activity has now become a way to actually build connections and community. People want to feel like they belong and reading the same book is a powerful way to do that. OverDrive's successful global reading clubs are a terrific example. I've seen reading parties, book bars, and brand partnerships around books, too. Reading is a form of self care and an easily accessible escape from reality. This-> "...leaning into the literary offers brands not just intellectual, but cultural clout. A tenet of the yearly internet phenomenon that is ‘hot girl summer’ is having a good book (or several) to read while embracing this period of life." If you're a brand who values reading and community. Let's talk. We're open for partnerships. 👋 #reading #community #libraries #partnerships

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Coachella: a cautionary tale for brands. Despite its star-studded lineups and passionate attendees (we see you, Taylor Swift!), the festival recently hit a sour note with a record-breaking lack of interest. Over the years, Coachella went from music fest to brand extravaganza. Brands, eager to be 'cool,' splurged on everything from art installations to VIP parties, reaping short-term benefits and boosting Coachella's visibility as a marketing benchmark. But nothing lasts forever, and now they're facing the music. What does Coachella stand for today? What legacy has it created? Without clear guidelines for partnerships, space usage, and participation - letting people use it the way they saw fit - Coachella's brand has been diluted away. Brands, take note: protecting your equity goes beyond logos. Comprehensive guidelines should cover employee conduct, decor, and partnership strategies, ensuring a cohesive brand experience. Coachella can bounce back, but it will take deep reflection before next year's lineup announcement to reclaim the essence that made it special to begin with. #Coachella #Brand #BrandExperience

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Fellow Sephora fans! Who else listened to Zena Arnold, CMO of Sephora US, while restocking skincare supplies lately? Treat yourself to both (key points below). 🌟 Brand and performance are interconnected. Brand is who you are, what you stand for, and why you exist. Performance is how you drive sales, conversions, and the biz. The best marketing is when they work together (plus, you won't know how to drive performance until you confirm your consumer and brand). 🌟 Omnichannel is big and getting bigger. Blurring channel lines is only the beginning. Today you can "click and collect" (buy online and pickup). Tomorrow, I can't wait for more virtual try-ons, recos, in-store VR, and more. 🌟 Understanding your consumer is everything. Get to know them in traditional ways (insights reports, brand studies). And less traditional ways (social, reviews, favorite influencers). Get out into the wild, observe and learn. Keep the customer voice at the core of all you do. 🌟 Current customers are gold. Your current customers are your best brand ambassadors. While some brands are making fancy ads to woo new guests, Sephora nurtures the current. Zena says, "Your current customers telling friends about the great experience of your product or brand is stronger than any ad you can make." 🌟 Remember what it's all for... A healthy level of stress is helpful to light a fire, especially if you haven't figured it all out YET (you will). Our loves ones (especially little ones) are the best experience and can inspire exciting, new growth. https://lnkd.in/g_4AS_JW

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Yes, I've started adding the "award-winning" descriptor to every relevant mention of this amazing marketing team and yours truly. You know that feeling when you've just survived production hell, you step back and take in the totality of what you all have conceived and managed to bring to life. You think, "It's done. And it's good!" Then you see the results and think "It worked!" Your colleagues agree, and usually, that's enough to carry the momentum into the next thing. And the next thing. And so on. Therein lies the challenge for high-performance teams. We yearn for the recognition, but the production cycle keeps turning. So I'm incredibly grateful to Evi Loveres--truly one of the most talented creative professionals in the industry--for breaking the cycle and championing this opportunity. In case you don't feel like clicking the link, Fictiv's annual State of Manufacturing report is my favorite campaign (and a beast of a project.) "State of Manufacturing is an in-depth annual report published by Fictiv to demonstrate its leadership and expertise in the manufacturing industry. Last year's report was generated by surveying over 240 leaders in engineering, supply chain, manufacturing, and product development to identify developing trends and gather key insights. These insights were packaged as a landing page, ebook/printed piece and was supported with an integrated campaign consisting of email, webinar, live panel discussion at a trade show, PR, and various social media promotions." Go ahead and click that link for a selection of creative assets developed for this comprehensive campaign. Results (June 2023 - April 2024) - Potential reach: 209.4M - 688 backlinks from 46 referring domains - 7K website users (4.7K new) - 600+ e-book downloads - 375 webinar registrants This campaign would not have been possible without my award-winning 😉 colleagues: Christine Evans, Michael Gorman, Evi Loveres, Varun Mehta, John Honey, Jenn Miller, Kaitlyn Silva 🏆

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"Chaos asks questions of you order never will" The wonderful Colleen DeCourcy retells her experience working with Dan Wieden when she took over as Chief Creative Officer at Wieden+Kennedy Her immediate response to me asking about working with Dan was this quote about chaos. We have a natural reaction against chaos because it can be destructive and unsettling but what if we reframed it as a necessary condition for achieving something truly breakthrough 🌪 Chaos propels you forward while order maintains the status quo 🌪 Chaos creates leaders while order creates managers 🌪 Chaos demands a response while order delays it 🌪 Chaos reveals the cracks while order papers them up 🌪 Chaos forces ownership while order delegates it 🌪 Chaos fosters creativity while order fosters compliance 🌪 Chaos requires trust while order replaces it It got me thinking whether there is an optimal mix of Chaos and order required to achieve breakthrough ideas and momentum? We spend most of our time creating order but what if what we actually needed was an injection of chaos? To hear more from this episode check out the links in the comments John Kearon Kerry Collinge Orlando Wood

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I'm a sucker for brand metrics so when The Business of Fashion drops an AI powered brand study I'm all ears. I like the general methodology and it's intriguing to have an AI analyze brand alignment. I get why brand/audience alignment is a measure of brand strength but that little annoying contrarian in me says that the opposite could also be true. My sentiment has always been that a truly strong brand that stands the test of time is one which lets the audience interpret and make it their own (like a blank canvas). If that's the case, misalignment (in combination with high engagement and intent) may actually be an equally telling indicator of strong brand equity. Ok, that just did my head in. What do you think? #brand #ai #idontknow https://lnkd.in/gBrQSY2m

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Is your D2C brand thinking about going into retail in the next 12 months? If you answered yes... you need to check out my latest podcast. Yesterday, I had the privilege of speaking with the very smart and talented Alexandra E. Vailas from DYPER. Our conversation was focused on going from D2C into retail and things you need to consider and focus on to give yourself the best chance possible to succeed. Link in the first comment!

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Fashion and brands are way more than entertainment - they are an #experience in and of themselves and a way we define/experience ourselves. Beyond that are a form of non-verbal communication, self-expression, beliefs, biases, a barometer of what we value, and most importantly they can influence how we feel about the world - positive or negative (cultural anthropology). #brainmanagement

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🍬 As McDonald’s introduces the Grandma McFlurry, inspired by grandmothers' candy-filled purses and targeted at Gen Z, we asked YCCI Executive Director Treeny Ahmed for her thoughts on this use of nostalgia in advertising: "We observe a growing trend where brands strive to create elevated experiences or "moments" by tapping into nostalgia. Whether it’s evoking childhood memories through familiar foods or showcasing trinkets and games that remind consumers of their youth, brands are using these nostalgic elements to bring consumers joy. Interestingly, there is also a demand for vicarious nostalgia—a wistfulness for a time outside one’s memory that remains relatable. For instance, Gen Zers feeling nostalgic for the 90s. Overall, it seems that during stressful times, indulging in nostalgia offers a comforting escape from reality." https://lnkd.in/e5EiaGfJ #nostalgia #grandmamcflurry #grandmacore

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Sometimes I want to control my shopping experience, sometimes I want the thrill of the discovery. Sometimes I want 15 filters to narrow my search, sometimes I want the brand to take the wheel. In Quick Study’s latest Study Guide, we explore the relationship between consumer behavior and control, and how brands can keep the balance.

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AI needs EQ more than IQ.

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I love a good Dove moment, don't you? What's important to note is that when a powerful brand takes a stand against the possible or actual negative impact of technology on reinforcing unrealistic beauty standards, we stop and pay attention. It's also important to note however that Unilever is still investing in AI technology. According to NewBeauty's Rowan Lynam, the company is "utilizing the kind of tech that can produce bespoke formulas and analyze data provided by users. We’re talking skin-care quizzes that analyze photos of your skin, or specialized shampoo based on your lifestyle and location." With OpenAI's launch of ChatGPT-4o on Monday, we now all have access to more AI for free, without the need for a subscription. Let's use it responsibly! #chatgpt #newbeauty #AI #beautyindustry #unilever #dove #esteelauder #openAI https://lnkd.in/erhWG7zK

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Masterclass with Razorfish at POSSIBLE. Do you know the difference between influencer vs content creators? If not, you could be missing the mark when it comes to authentically connecting with your customers!

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Behind the paywall there’s some great stuff here…. Gap has been all over my LinkedIn FYP these last few days which to me is an indication they are working there way back into the hunt. To Danny Weisman’s point - this isn’t always about “impressions” but rather impressions with purpose. I’m old enough to remember you went to GAP for quality clothing that felt great on and held up to weekly washing. Should be a great lesson in how brands & media now more than ever need to work in tandem. Something Steven M. and I with our consultancy Moy & Halter often are talking extensively to or are listening in on brand marketers with great insights like: Diana Haussling, Vinny Rinaldi, Alyson Griffin, Casey Hurbis, Dave Kersey and Sri Rajagopalan about. What’s your opinion on how creatives and media strategy teams can better align through the planning process? Leave an opinion below 👇

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