Continuing my sharing of posts about brand growth; a lot to unpack here. The real meat is in the link below, but me key takeaways are... - 💡 Kantar unveiled a blueprint for brand growth, analyzing 6.5 billion global data points (that is a lot!). - 📊 Emphasizes creating meaningful differences for volume and market share growth. - 🌐 Increased presence across customer journey touchpoints boosts buyer engagement. - 🚀 Focus on finding new spaces leads to revenue growth. - 💰 Prioritizes profitability over volume sales. - 🎯 Differentiation crucial for consumer connections and commercial success. - 🍺 Brands like Guinness exemplify meaningful differentiation. - 📈 Emotional connections crucial for boosting sales and loyalty. ... as they say, we can take that to the bank! https://lnkd.in/gBCycziQ
Aung Thura’s Post
More Relevant Posts
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Leadership self-awareness. Reminds me of Donald Rumsfeld.
Self-Awareness For Leaders Credits to Ben Meer, follow him for more valuable content. ------ Here's the original post: Emotional Intelligence is the #1 predictor of success. Use the Johari Window Model to maximize it: Teams that prioritize EQ are 22x more likely to be high-performing. The Johari Window is a simple framework to: ➟ Raise self-awareness ➟ Build a culture of feedback and communication The goal of the Johari Window model is to expand the "Open Area" of the window. You'll increase team trust, transparency, and innovation. Check out the cheat sheet below for tips on decreasing blind spots, hidden areas, and unknowns. Something magical happens when you show your team the Johari Window. They immediately "get it"—seeing the importance of giving 2-way feedback to uncover blind spots. As a result, team members will grow personally and professionally. In the words of Ken Blanchard, "Feedback is the breakfast of champions." ------- 🛎️ Want to Get growth systems for LinkedIn, IG, Twitter, & Newsletter: Start with 𝗕𝗲𝗻 𝗠𝗲𝗲𝗿’𝘀 𝗖𝗿𝗲𝗮𝘁𝗼𝗿 𝗠𝗲𝘁𝗵𝗼𝗱 𝗖𝗼𝘂𝗿𝘀𝗲: https://lnkd.in/gSicgnJA 💠 A proven system for building a 100K+ audience and 6-figure online business across LinkedIn, IG, & Twitter 💠 Zero-Risk Guarantee 💠 9 self-paced modules 💠 Lifetime access (future versions) ------- Follow Business Infographics to learn from the best visuals.
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Images are powerful. Regardless of what people think of Trump; this will be an image long remembered. It has drama, it has powerful icons (the red white and blue, of all things), there are men in black and in shades, and then there is the bloodied but defiant Trump with his fist in the air! Wow! We don't even need a captain for this image as it communicates a clear message. If anything, this incident and this image will propel Trump for a second term (or the first term - second time?). I am not American and not necessarily a fan of Trump, but dang it, the message this sends (whether or not by design) is a powerful one to the people of the US and the world. Not sure if appropriate or not, but I could hear the lyrics of the Queen song: "You got blood on your face, you big disgrace. Waving your banner all over the place." EDIT: Photographer of this amazing photo: https://x.com/evanvucci
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I am a sucker for infographics! Great way to communicate concepts and ideas. After infographics, it's memes for me.
8 visuals that will change how you think: By Pejman Milani (Give him a follow) They cover three themes I wish I had understood in my 20s: ↳ Deep Focus is Key. ↳ Simplicity is Powerful. ↳ Build a Positive Mindset & Relationships. Here are my 8 important lessons: 1/ There is No Easy Path. ↳ Pay later with regret or now with hard work. ↳ When deciding, think about how you will feel in 10 minutes, 10 months, and 10 years. 2/ Focus is the Answer. ↳ You can achieve anything but not everything. ↳ Pick 3 priorities and put everything else aside for now. 3/ Simple is Powerful. ↳ Simple language makes your ideas stick. ↳ You will not impact people if they can’t understand you. 4/ Own Your Story. ↳ Your experience is unique. ↳ Share your journey confidently; it's yours alone. 5/ Turn Big Goals into Small Tasks. ↳ Breaking large tasks into smaller ones reduces overwhelm. ↳ Small tasks are easier to finish, building momentum. 6/ Play the Cards You Are Dealt. ↳ Use the resources you have to make the most of your life. ↳ Focus on what you have, not what you don’t. 7/ Delete, Delete, Delete. ↳ Adding new routines and fads can clutter your mind and drain your energy. ↳ Removing them creates space and energy. 8/ Pick Your Tribe Carefully. ↳ It’s ok to let people go. ↳ Find a tribe that helps you grow, not stay who you were. P.S. Which visual resonated most with you? --- ♻️ Repost to help your network learn these lessons. Follow me (Will McTighe) for more like this.
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More frameworks! Nice to see ones I am quite familiar with. Brand Pyramid and Brand Key were the most often seen decks from the client side. Golden Circle are relatively new, but pretty cool way to look at brands and the Aaker model was something I used when I was teaching Brand Management but not that oft used in the day to day work. Dabbled a bit in the 4C model, but didn't get far with it.
Finally, I am nearing the finish line in my research on the true authors of brand strategy models and frameworks. As you know, my aim is to emphasize the importance of crediting these original authors when using their work in your presentations. For now, the only remaining mystery is the Brand House, where I've uncovered its historical context within public relations. But is this the definitive truth? 💬 I encourage you to share your thoughts in the comments section. In terms of research findings, I believe some will be pleasantly surprised to see models like GWTB make it into the rankings of brand strategy frameworks, given that it is a concise creative brief form. Additionally, the inclusion of the venerable 135-year-old AIDA model 🚨 , which has been in use since 1898, might be surprising. Questions also arise regarding Simon Sinek's Golden Circle, often considered a superficial model. But why? 🔥 Yesterday, Nick Asbury eloquently articulated his explanation on this topic (link below): 'From the start, Sinek's idea of 'why' was synonymous with purpose - 'By why, I mean 'What's your purpose, cause, belief'.' 𝘐𝘵𝘴 𝘱𝘰𝘸𝘦𝘳 𝘭𝘢𝘺 𝘪𝘯 𝘧𝘭𝘢𝘵𝘵𝘦𝘳𝘪𝘯𝘨 𝘣𝘶𝘴𝘪𝘯𝘦𝘴𝘴 𝘭𝘦𝘢𝘥𝘦𝘳𝘴 𝘪𝘯𝘵𝘰 𝘴𝘦𝘦𝘪𝘯𝘨 𝘵𝘩𝘦𝘮𝘴𝘦𝘭𝘷𝘦𝘴 𝘢𝘴 𝘩𝘦𝘳𝘰𝘦𝘴 𝘥𝘳𝘪𝘷𝘦𝘯 𝘣𝘺 𝘢 𝘩𝘪𝘨𝘩𝘦𝘳 𝘤𝘢𝘶𝘴𝘦, 𝘸𝘪𝘵𝘩 𝘣𝘶𝘴𝘪𝘯𝘦𝘴𝘴 𝘮𝘦𝘳𝘦𝘭𝘺 𝘣𝘦𝘪𝘯𝘨 𝘵𝘩𝘦 𝘰𝘶𝘵𝘸𝘢𝘳𝘥 𝘦𝘹𝘱𝘳𝘦𝘴𝘴𝘪𝘰𝘯. The theory's beauty lies in anyone puzzled by the 'why' question simply confirming Sinek's model." And of course, I'm still aware that opinions about the use of frameworks in our work are sharply divided into two opposing camps - those who are in favor and those who are categorically against. However, I want to remind everyone that frameworks are incredibly useful when we start exploring a new area like brand strategy. They help us understand how to start thinking and planning work. As you become more experienced in your practice, you can improvise in the way that works best for you and your clients. Want to read more about frameworks? ⭕ The 4C model and its origins: https://lnkd.in/d56GHXMx ⭕ The GWTB model and its origins: https://lnkd.in/djzrCcn5 *Nick Asbury's article on Simon Sinek Golden Circle: https://lnkd.in/dHQzbcBX #strategy #planning #models #frameworks #branding #research
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And this trend, good to jump on. The trick is knowing which trend to get onto. And if the idea is clever - then it's even better.
This really is brilliant. System1 has tested the Walkers Crisps UK campaign with a crowd of consumers, and it's one of the most effective Print and OOH ads we've ever seen. In the top 5% for long-term creative effectiveness, building loads of positive emotions. 97% of people almost instantly recognised the brand. We predict it will sell a load of crisps this week (short-term effects) with strong emotional engagement. A rare example of something that would work in out-of-home and print. Usually, print ads are far too cluttered and wordy. They then find themselves getting thrown into outdoor advertising and not really working. Not this, it works with just a few seconds of attention. Some great principles of creativity for low-attention media are being followed. 1. Playing with the product. Ads going into channels with low active attention really need to brand hard, often leading to a big product shot. By playing with the product (like they've done here), brands can be distinctive and emotional simultaneously. Simple, but it works. 2. Cultural references. This makes your brand a modern-day icon, not a dusty legend. You borrow all those good associations like a brand partnership, and people get it in a few seconds. 3. Consistency, not "matching luggage". It's consistent with their entire football campaign across channels. Our study with JCDecaux UK showed campaigns that are consistent with TV creative get DOUBLE the brand recognition in under two seconds. 4. It passes the acid test - stick this to a wall in your office and run past it. Does it still make sense? Not many words. Bold distinct colours. Simple imagery. Our testing also found that it builds all the correct associations for salience with a clear category entry point: "Football". You can see the full research report for free here: https://lnkd.in/etjUx8uV. I share #advertising and #marketing insights daily, follow for more.
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Hawk... you know... Should brands follow trends? As tempting it maybe on the virality of said trend... 1. Only if it fits the brand image and values. 2. Only if it is relevant and also has some value for the target audience. 3. Only if you are not following all trends all the time. 4. Only if you have some clever idea that is different from what other brands are doing in following such trend. Of course the nature of the trend is that we get on and stay as close to it without infringing copyright or open ourselves for lawsuits - but a lazy copy paste is not a good way. Put some effort, come up with a clever idea that taps into the trend. And no, for this particular trend, it's not a good fit for most of the brands. Sure some brands could - I can see a condoms (you know with extra lube), cough medicine (or dry mouth medicine if there is any) or .. I can't think of more, but I'd keep my brand away from this trend - unless we have a clever idea!!! ADWEEK attempts to answer. Check it out.
VOICE | "As I’m writing this, you may have someone from your team asking if you should jump on the “Hawk Tuah” trend, since it’s still gaining traction and the girl behind it seems to be everywhere. Hopefully, the following will go beyond the traditional advice of playing it safe or doing it because enough other large brands are posting about it. The key question remains: When and why should brands dive into current trends? And, say it with me now, it depends. Let’s break down what it depends on." Christina Garnett, EMBA has the story. https://adweek.it/3xV3gXC
Should Brands Capitalize on Trending Pop Culture References?
adweek.com
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The weird cola. When you tire of the red and the blue - time for a weird one. Interesting take on how Dr. Pepper became the 2nd best selling cola in the US. Be weird.
In 2015, CNN’s Gary Tuchman visited a Fort Worth woman named Elizabeth Sullivan, age 104, to uncover her secret to longevity. Sullivan was happy to tell him: three cans of Dr Pepper a day. “Doctors told me that if I drink it, I will die—but they died first,” she said. Sullivan’s health advice is open to question, but she was ahead of a trend. After decades of being a footnote in the soft drink category, Dr Pepper has become a headline. Read more about the brand's recent success: https://adweek.it/3XYcA7G
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Where do we find the goods? Depends on which of the Gens you belong to - at least in the States. 1. People do use search engines, but more people are using Amazon itself. 2. Gen Z product search patterns are quite different from the other generations. Tiktok as their first step? Wow. Maybe not as much as Amazon, but still big enough. 3. Gen X stick to more traditional channels. Note: not a fan of Gen this or Gen that, but in this case works well enough to describe certain groups.
L’Oréal Luxe, E-Commerce Director Europe Key Accounts: Online Pure Players & Marketplaces | Ex Commercial Director, Joom Global Marketplace | E-Commerce Director, L'Oréal Consumer Products
52% of consumers start their product #search on #Amazon, 15 points down in the past 2 years! What happened? #TikTok disruption! Almost 40% of #GenZ is starting their consumer journey on TikTok, according to Jungle Scout. #SocialCommerce is taking over the consumers share of thought! And that is 1 step away from taking over their share of wallet. ▪️60% of GenZ and Millenials are ready to shop on TikTok ▪️50% of GenX and 20% of Boomers will shop on Facebook The new #ecommerce ecosystem is raising forcing brands to adapt new strategies and unveiling new Go-To-Market paths. We now see TT birthed brands conquering #TikTokShop and going further to the O+O universe challenging the shelf space and the market share of #CPG behemoths. Building a profitable #TTS business is a true head-scratcher: ▪️5% platform fees ▪️10% Affiliate (Creators) fees ▪️10-25% Logistics & Fulfillment ▪️Bottomless content creation costs ▪️High level of discounts are expected + #RetailMedia is yet to be announced. Comparable to the cost of Amazon business with a far lower Topline potential at this point. However, TTS is providing a 360° retail platform, combining the ATL, BTL, checkout, with a significant halo effect across all channels. That used to be the Amazon monopoly. Amazon has announced ultra-cheap products platform in their response to #Temu challenge. But in my opinion, they are focusing on the wrong competitor, don’t you agree?
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Strategist, strategize thyself! The worse 'strategy' I have seen are the Business School Strategy and Ivory Tower Strategy Deck - they look good on the outside, comprehensive, details and everything but the kitchen sink is in there in fluffy and buzzy buzzwords - signifying nothing! Great list and in case you gotto label that stinking deck that lands in your email, check out the merciless list below.
The 7 Red Flags of Strategy 🚩 These red flags predict your strategy will most likely fail, compiled by Dr. Marc Sniukas: 1/ It’s Not a Strategy 🚩 How to spot it 👀 • Long list of incoherent goals, initiatives. • Actions do not lead to success. • Very common red flag. How to avoid it: ✔️ Focus on key challenges + opportunities. ✔️ Explain importance, response, outcome. ✔️ Formulate actions for 12-18 months. 2/ Business School Strategy 🚩 How to spot it 👀 • Too much analysis, too little creativity. • Process, PPT, framework overload. • Seeking even more data. • Too much planning. How to avoid it: ✔️ Structure key strategy options clearly. ✔️ Focus analysis on barriers to those options. 3/ Everybody’s Darling Strategy 🚩 How to spot it 👀 • A bit of everything so everyone’s happy. • Overemphasizing consensus, teams. • Avoiding to make tough decisions. • Not making clear choices. How to avoid it: ✔️ Create an open atmosphere. ✔️ Build trust with team members. ✔️ Environment of psychological safety. ✔️ Back opinions with data and evidence. 4/ Ivory Tower Strategy 🚩 How to spot it 👀 • Fluff, buzzwords, esoteric concepts. • Not addressing obvious challenges. • Disconnected from daily business. • Unrealistic, blue-sky objectives. How to avoid it: ✔️ Involve organization in strategy. ✔️ Engage in strategic conversations. ✔️ Include customers, employees, partners. 5/ Microwave Strategy 🚩 How to spot it 👀 • Prioritizing best practices over company needs. • Copying others’ ideas or approaches. How to avoid it: ✔️ Design YOUR UNIQUE strategy. ✔️ Consider challenges, opportunities, context. 6/ The Circus is in Town 🚩 How to spot it 👀 • Launching strategy, no follow-up. • Neglecting solid strategy. • Overselling visions. How to avoid it: ✔️ Regularly review strategy. ✔️ Seek early input and feedback. ✔️ Involve the organization in the process. ✔️ Establish comms and support structure. 7/ Wag the Dog 🚩 How to spot it 👀 • Organizational politics, no action. • No commitment to strategy. • Lack of alignment. How to avoid it: ✔️ Leaders speak with one voice and avoid interpretations ✔️ Everyone understands the importance of their daily contribution What would you add? Let me know in the comments below. ♻️ Repost to help others in your network. And follow Alex Brueckmann for more strategy content. 📌 Try my FREE newsletter 'From the Strategy Room'. Join thousands of readers and subscribe at: https://lnkd.in/gceEUfJz You'll get access to this sheet and 50+ high-res sheet on leadership, strategy, and more.
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The power of the brand. Do you know what your business is really selling? Do you know what business you are really in?
Visa does it. So does Coke. And Nike too. All these companies are known for one thing. But actually do something else. Here's how it works. ➝ Coca-Cola is a drink company that doesn't make drinks. Or bottles. Or cans. They make syrup. Then they sell the syrup to others who turn it into fizzy fluid. Coke realized that syrup was a much better business than soda. Worth $45B last year. As long as it ends up in that famous red can. ➝ Visa is a credit card company that doesn’t do 'credit' or 'cards'. It's a payment network for banks. So they can send money to each other. But they all need one thing to keep the cash flowing: Trust. So they slap a Visa logo on a 3x2 piece of plastic. And we all trust it. Swiping that plastic 600M times a day. ➝ Nike is a clothing maker that doesn't make clothes. They never have. They figured something out early. Designing the stuff is a good business. But making it is a hassle. So they hire others do that. And it works. As long as they can stamp a swoosh on it. ____ You can make money selling drinks, loans, and clothes. But you can make a lot more money just owning the brand. #marketing #brand #growth P.S. Enjoy this? Grab my new book to make more money from your brand. https://lnkd.in/gtMKi_AN
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