Ron Friedman

In-store retail media is expected to grow significantly by 2028, with U.S. spending expected to triple to $1 billion. Leaders in the industry, including Paul Brenner from Vibenomics, a Mood Media company, Wovenmedia CEO Susie Opare-Abetia, and Grocery TV CEO Marlow Nickell, highlight the rise in interest due to the advantages of first-party data as well as the decline in traditional media reach. Despite current challenges like organizational silos and measurement inconsistencies, the potential for targeted advertising at the point of purchase is driving investment. As the industry evolves, standardization and technological advancements will further enhance in-store retail media's impact on sales and brand experience. #RetailMedia #InStoreAdvertising #DigitalTransformation Path to Purchase Institute

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Modernizing legacy brands for a new generation of consumers is no easy feat. Earlier in my career, I was fortunate to work on teams that accomplished that for two legacy Kraft Heinz brands: Jell-O and Crystal Light. Critical to those successes were the same lessons Gail Hollander discusses in this article: * how to successfully update a brand by understanding its role in the culture and category without walking too far away from the brand truth and its DNA * creating winning marketing strategies by leveraging the art (creative thinking) and the science (data-driven decisions); and * breaking down silos to align the entire organization around long-term brand building I took these lessons I learned and recently wrote an article about how integral they also are for building successful CX strategies: https://lnkd.in/ecPhFpMz

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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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I’m happy to see private brands finally get the star treatment they deserve. This story from The Wall Street Journal Jesse Newman and Stephanie Stamm highlights a key statistic that speaks to the power of private brands: They now capture 22 cents of every grocery dollar. And it’s not just because consumers are cutting back on spending. It’s because private brands today offer not only value, but quality. In many cases not just quality but unique distinctive innovation as well. As retailers make real investments in development, packaging and marketing on private brands, the retail landscape is shifting in a major way. And no one knows that better than Daymon. https://lnkd.in/eFT2edZN   #PrivateBrands #Retail #RetailTrends #ConsumerBehavior #RetailInnovation 

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Thrilled to have represented Vintage Faire Mall in a live segment on Good Day Sacramento in my prior role as a Senior Manager of Marketing. Now, as a brand strategist, I have the opportunity to discuss the powerful synergy between marketing and live TV with my clients.🚀 In today's fast-paced digital world, where personalized connections are key, leveraging live TV presents an incredible opportunity to engage with your target audience both dynamically and authentically. 💼 Live television amplifies brand visibility, fosters trust, and drives meaningful interactions with viewers through a more personal connection. In this case, with the host and I as their guide, I was able to provide an experience we were offering for a holiday activation. 📈 Here are a few key takeaways: 1️⃣ Real-Time Engagement: Live TV allows for instant interaction with the audience, fostering genuine connections and feedback. 2️⃣ Authenticity: Nothing beats the authenticity of live content. It humanizes brands, making them more relatable and trustworthy. 3️⃣ Targeted Reach: By strategically aligning marketing messages with live programming, we can reach our target audience at the right time and in the right context. 4️⃣ Memorable Impact: Live TV leaves a lasting impression. It's an opportunity to tell compelling stories and leave your audience wanting more. Not to mention, provide shareable content to the platforms that you control. 5️⃣ Call To Action: Provide an actionable next step for your potential customer. For instance, "Make Your Reservation" and pre-plan your visit. Let's continue to push boundaries and redefine the future of marketing together! 💪 #Marketing #LiveTV #Innovation #brandstrategist #adagency

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I’m excited to share insights on in-store retail media. Brands leverage digital tools for targeted messaging, enhancing the shopping experience. In-store audiences surpass digital, offering prime engagement space. Challenges include store complexities and measurement transparency. To succeed, adopt a holistic approach, use audience data, align goals, craft creative, and implement robust measurement. Embrace in-store retail media to boost brand consideration, basket size, and navigate retail's changes. See article below #InStoreRetailMedia #MarketingStrategy #RetailInnovation Jeffrey Bustos Chris Riegel Kylie Rouse Jeremy Vianna Path to Purchase Institute https://lnkd.in/dfmkacDC

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Project Moonshot was one of the most challenging initiatives we’ve faced as an organization at NielsenIQ. It meant migrating 100,000+ clients in 80+ markets onto one central platform after they’d gotten used to another application - and there were about 20 iterations of what that other application was… How’d we do it? Well, we had to change things. We had to stop thinking “big picture” for once, and break the job down into increments. It was no longer about what we were accomplishing in a year or two, but the next three months. That made a substantial difference. For one, it gave our team members a lot more visibility into how everything was progressing, what was coming up next, and where we needed to pivot, if at all. When you work in silos or everyone’s focused on various things, and you don’t realign for 12 or 18 months into development, it’s hard to cohesively achieve a goal. It’s also hard to identify problems or gaps because by that point, you’re too far from where you started. Long term goals and plans are good, especially for external stakeholders. But internally, we’ve found it’s better to develop products with a more immediate focus in mind. Having tangible milestones, particularly when you’re dealing with complex projects like Moonshot, offers a reassurance, a motivator, and an accountability measure. And it’s helpful from a client perspective too. We now develop in 14-week blocks of time, committing to what we can accomplish and sharing updates with clients along the way. Happy to say we have a 98% say-do ratio so far.

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If you haven’t heard of Qloo and their cultural AI solution, they are a must for today’s brand leaders helping to unlock consumer insights in real time from taste and trends in entertainment, music, and more. Check out Levi Nitzberg’s interview to learn more:

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NielsenIQ BASES (NIQ BASES) data reveals an interesting trend - 79% of consumers find the newly launched REESE'S JUMBO Cup more filling than both the Regular and Big Cup REESE'S. Will the new REESE'S JUMBO Cup surpass the impressive +$60 million achieved by the REESE'S Super King in the next few months? #NielsenIQ #ConsumerInsights #ChocolateTrends #NIQ #NIQbases #JumboCup #ReesesJumboCup #RegularReeses #BigCupReeses #SuperKingReeses #NielsenIQbases

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About Kicks & the Power of Brand Collabs. Who could resist the allure of kicks?  As we admire our third pair, each vibrant and unique, I'm reminded of the power of brand collabs. Take my son, Jake, for example. A LEGO fanatic through and through, he was instantly drawn to the ADIDAS x LEGO kicks. "Why?" I asked, already knowing the answer. "Isn't it obvious, Mom?" he replied with certainty. "I love LEGO, Adidas makes great sneakers, and everyone in my crew has got 'em." In that moment, it struck me how seamlessly this collaboration caters to Jake's playful creativity and athletic spirit. It's a fusion of two brands, each bringing their expertise, creativity, and quality to the table. From a marketing standpoint, it's the epitome of synergy—a case where one plus one equals three. Through this partnership, both brands resonate deeply with Gen Z culture, forging connections that transcend mere consumerism. As I ponder the future, I envision a landscape ripe with collaborations. Some may falter, but examples like this serve as shining beacons of brands deeply attuned to their audience and the pulse of culture. It's a phenomenon that transcends mere consumerism, imbuing meaning and significance into everyday objects. For my son, these shoes represent more than mere footwear; they embody his passions: LEGO and sports. They're a tangible symbol of his deepest affections and interests, bridging the gap between play and athleticism in a way that resonates profoundly with him. 💎 #marketingexcellence #creativity #playfulness #deephumanunderstanding #bigideas #kicks #adidasxlego #adidas #lego

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When you get 500+ plus clients, emerging entrepreneurs, and NIQ teams together at once, magic happens. This was NielsenIQ's 360 event in Arizona. Hearing from emerging entrepreneurs and reconnecting with some of our team in person is priceless. But the best part to me is the way we get to engage with our clients throughout the event. The opportunities for conversation are almost limitless. Something happens when the “walls” come down, and we’re not boxed into a screen, operating under time constraints. Even on the best Zoom meeting, you may get some version of the truth, but it’s abbreviated. On the other hand, when you’re having coffee, meeting people for dinner, or sharing some cocktails, the guards come down. Clients give you better feedback, they let stuff off their chest, and ask thoughtful open-ended questions that lead to deep discussions. All of this is critical to our work and future pipelines. This is why events like NiQ 360 are so valuable. They create a space for authentic connection, and generate energy that helps carry you forward. We need this kind of transparency and open dialogue for our organization to thrive. #TheFullView #C360 #NIQ

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Check out the most recent episode on the Spotlight Series!

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Truly beautiful moment for MASAMI! Thank you CEW! We are honored and humbled to be included in CEW (Cosmetic Executive Women)'s Indie 25 report for brands under $10M, including these other amazing indie brands: ASCENTION BEAUTY CO., Inc., fellow Conscious Beauty Collective Shop brand Caire Beauty, JANUARY LABS LLC, Joaquina Botánica, Labomme Beauty, LALAIS, Miss Rizos, Neon Hippie, Ourside, Pound Cake, Beia, Dermasuri, ESW Beauty, good light cosmetics, Josh Rosebrook Skin and Hair Care, Dr. Diamond's Metacine, Furtuna Skin, Good Dye Young, Kate McLeod, KORA Organics, Leaf Shave, LYS Beauty, RANAVAT and wakse™. Per this timely report: "The indie beauty landscape has undergone significant evolution since our last report two years ago. Most notably what has changed is how valuable indie brands are to the overall beauty industry. According to NIQ, their total valuation reached $38.3 billion as of April 2024, up 15% versus 2023. This growth is fueled by several factors, including pushing boundaries and promoting inclusivity; innovating at lightning speed; personalizing outreach to consumers; and creating omnichannel approaches in distribution. And, of course, indie beauty is a force behind sustainable beauty, tracking double digit increases in the number of brands that are biodegradable and vegan, per NIQ. In this Indie25 Report, you’ll find promising brands categorized by sales volume, along with their social handles, founder stories, and valuable advice. Meet the hottest rising stars generating buzz across today’s beauty landscape." #indiebeauty #consciousbeauty #haircare #cleanbeauty #smallbusiness #femalefounders #beautyaward #beautyindustry #brandvalues #vegan

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I had the distinct pleasure of sitting with Kantar BrandZ for an in-depth conversation about global brands through the lens of PepsiCo's iconic portfolio -- what makes a brand valuable, the role of brands, how to stay relevant, deploying distinctive assets in a consistent and connected way, how the best-of-the best do it and so much more. I believe brands have a bigger role to play than before and at PepsiCo we talk about Positive Brands. We want to inspire people to make better choices for them and the planet. We are developing programs that leverage the scale and power of our brand marketing to accelerate our sustainability journey and connect with consumers. And we recognized brands are only relevant to people to the degree that they connect to something meaningful in their lives; something bigger that connects to core human needs like community, security, control, connection, enjoyment, etc. When it comes to deploying distinctive assets, we have to be very humble as marketeers. Memory structures, distinctiveness, brand meaning is built over generations. As marketeers, we stand on the shoulders of the giants that went before us. I'm very humble to the generations of incredible marketeers who have built these brilliant brands. Thank you Kantar for recognizing PepsiCo in the BrandZ Top 100 Brands Global Report 2024. Check out the full conversation: https://lnkd.in/eE3mtGxZ #PepsiCoProud #BrandZ #Kantar

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Why do some legacy brands— survive and some do not? Professors at The Wharton School look at why for some brands—Sears, Toys"R"Us—nostalgia is not enough to ensure survival, and how others—Apple, Nike—have stayed relevant without betraying what they stand for. - Sears was once a retailer where you could get pretty much anything, and even some brands you couldn’t get anywhere else. But retail changes and Sears became a “store that lacked any sort of distinction, and the legacy part of its story just wasn’t enough.” Kohl's, on the other hand, builds on its past success but adapts as customer needs change. They have maintained large stores in non-mall locations for easier accessibility, but they renovate, inside and out, more often than other, similar retailers, and have developed their own store brands valued by customers. - Customers now look to retailers to be curators who have vetted what goes on shelf on their behalf. Costco Wholesale is an example of a retailer trusted by customers for the quality of their products and that has developed a strong store brand that is recognized as not always the least expensive brand in the store but one that the store stands behind. Nike, Apple, and Patagonia are all brands that have stayed true to the brand values, identity and emotional connection to the consumer, but who have stayed current by keeping their products cutting edge. Barbie, aside from the huge boost afforded by the movie, has evolved as the world has, introducing inspirational likenesses of ABT dancer Misty Copeland, NASA mathematician Katherine Johnson, artist Frida Kahlo and others, and making Barbie more inclusive of body types, skin tones, and abilities. - Gillette, on the other hand, was blindsided by Dollar Shave Club and Harry's Inc., which undercut Gillette’s prices and went directly to the consumer with a story and a subscription model, breaking consumers’ habit of going to a store for razors. Gillette has since launched its own subscription service, but not before losing market share that will be difficult to gain back. Johnson's baby , used by generations of parents for its promise of “no more tears,” saw sales fall as consumers became wary of its additives, a trend that J&J missed because it wasn’t monitoring consumer chat or sales online. Campbell's soup, despite being iconic, has had a hard time capturing younger consumers who don’t have the same warm memories of the brand and are skeptical of anything that comes out of a can. - Legacy brands are now up against with a wider competitive landscape; retailers who were once a big deal are now one of many physical and online stores, and the amount and accessibility of information about them is nearly inexhaustible. Not only can you find out what is offered elsewhere but there are reviews on everything from pricing to experience to the company’s politics and ethical policies. #nostalgia #brand #branding #retail #customer #consumer

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Only retailers that truly deliver value to both shoppers and advertisers will be able to maintain sustainable growth. Mars United Commerce's Michele Roney offers eight changes we see taking place over the next five years that every hopeful network needs to consider going forward: https://lnkd.in/enq36MqC #retailmedia #trends #retailmedianetworks

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In Earnest We Trust. Brands like Vuori are gaining share with activewear shoppers, according to a recent report from Earnest Analytics. In the last 12 months, Vuori have gained 1% market share, while Under Armour lost (not a shocker) share, according to the report. Vuori is gaining more wallet share of its existing shoppers as well, Earnest said. Vuori shoppers increased their spending at the brand to 27.4% of their overall active and athleisure wallet, up from 21.6% last year. In a competitive activewear landscape that has gained the attention of many direct-to-consumer brands in recent years, Vuori is gaining on competitors. Vuori, share significant shopper overlap with activewear powerhouses like Nike (30% and 34%, respectively). In Vuori’s case, its growing customer base is also becoming more loyal. Vuori shoppers spent 17% less through Nike’s DTC channels this April than the same timeframe last year. #vuori #marketing #culture #activewear #sports #consumers #communities #arhleisure #growth #business

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What a way to closeout my time on #Dove! From ringing the opening bell at the NYSE, and officially launching Dove's latest campaign #TheCode in NYC, to spreading the word online with the help of some special celebrity voices -- it's been a whirlwind. For a brand marketer, #Dove will always be synonymous with Purpose. It's THE brand that started a movement. THE brand that showed the world that great marketing doesn't just move product, it also builds lasting emotional connections. Thank you Melissa Grevstad for trusting me to be a part of the team. I'm so honored to have been brought on to work on the 20th anniversary of the #CampaignforRealBeauty. While a lot has changed since 2004 when Dove first committed to only showing #RealBeauty in its advertising, a lot is still the same. Women and girls still feel huge pressure to be a certain type of beautiful. And with the rise of AI generated content (which is predicted to be 90% of all online content by 2025!!) the pressure is only amplifying. In fact, our biggest study to date shows that even when women and girls know the images, they see are fake or AI-generated, 1 in 3 feel pressure to alter their appearance. The work that Dove began 20 years ago is more important than ever. That’s why today, Dove renews its vows by committing to #Keepbeautyreal, by never using AI to create or distort women’s images in our ads. And we are taking action to equip people, creators and brands using AI, to make the most of it when exploring and generating Real beauty. We’ve developed the #RealBeautyPromptPlaybook, a free tool to create visual content that widens the representation of beauty on the most popular GenAI tools. Let’s #Keepbeautyreal. Even in AI. Head to Dove.com/KeepBeautyReal to find out more. #Dove #LetsChangeBeauty #KeepBeautyReal A huge thank you to the entire team - both Dove NA & our global counterparts for making this campaign a reality. Melissa Grevstad Dana Paolucci Kathryn Fernandez Jillian Engel Laura Douglas Pau Bartoli Victoria Floyd Firdaous El Honsali And, of course, to our agency partners: Edelman: Kristen Hoy Elisa Munda Sam Cole Mindshare: Michelle Morgan Joshua Suos Manuela Herrera MediaMonks: Dareen Nour Al Deen Michael Graham Emma Valk

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"Let’s face it: consumers are more educated than ever, and with price comparison at their fingertips, they’re also savvier than ever, heightening their expectations to get exactly what they want – and at the best price available,” says Advantage Solutions Michael Taylor in his latest @Forbes piece.    Michael dives into the opportunities and challenges of serving today’s discerning #shoppers. He emphasizes the need for retailers and brands to embrace multicultural influences and adventurous flavor profiles, cater to the diverse tastes of modern consumers, and leverage design, form and function to enhance product appeal.     Highly recommend taking a read for some actionable strategies for staying ahead in a competitive market. Great piece, Michael!    #RetailInnovation #ConsumerTrends #LeadershipInsights #ConsumerBehavior

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