Kyle Marsham’s Post

This is SO well done. This is how you use OOH and amplify it through Social. Creates the conversation miles away from the actual OOH unit.

Reading this post and the work that Todd Kaplan and PepsiCo and so many other marketers are doing, it really emphasizes that marketers are becoming culture creators, entertainment inventors and consumer engagement experts. The marketers job has gotten so exciting. You would think any young person should consider a career in marketing. Boundless creativity, insight intelligence and performance outcomes…. Sounds like an amazing way to spend your days. #marketingascareer #marketersrock

👇👇A brilliant example of brand innovation—born of simply changing the brief. This is a great reminder for brand marketing, innovation and customer or consumer experience leaders to be open to change to unlock even more potential. Yes, you could demand that your agency, suppliers and creatives focus on the ask as originally stated. But if as the client, you’re not showing that you’re open to change, you could be cutting yourself off from brilliance unwittingly. 🪄Opportunity is everywhere. Stay open.

Innovation is about staying steps ahead of the curve. PepsiCo recently turned a special edition of its can into a digital billboard, showcasing how brands can blend physical products with digital experiences. This move not only created buzz but also engaged consumers in a fresh, interactive way. At Scalto, we are inspired by such forward-thinking strategies. By merging traditional branding with innovative technology, we can create memorable and impactful experiences for our clients. Learn more about Pepsi's groundbreaking approach https://lnkd.in/eus6vf8Z #MarketingInnovation #BrandStrategy #DigitalTransformation

Will you take your cup of coffee with a side of good content? ☕ If Starbucks had its way, then yes! Its interesting how as several new-to-market brands push ROI, attribution modelling and hardcore performance marketing, older, more established brands are going the brand-building route. (More on that perennial warfare in an upcoming post 😁 ). Starbucks is one such example. It recently announced that it would start producing its own content, via Starbucks Studios, working with an LA-based content studio. Why do this when you can just peddle ads? There could be several reasons for it to consider this move, esp., to win new territory with the difficult-to-please Gen Z audience: 1. Ads are disruptive. And expensive. And skippable. A good story however, if made well, is something your audience might just watch. If made better, they may even share it, helping build brand currency 2. Starbucks says they will uphold the cause of the arts, the artists and the changemakers. Smart move. Because these are things Gen Z cares about. In a recent video, I spoke about how every piece of content you create as a brand has the unique opportunity to become an IP, a footprint for your brand in an increasingly overcrowded marketplace, one that helps build & further strengthen the relationship with your customer. That is clearly what Starbucks intends to do with this content strategy. Another example is what Coke has been doing successfully for years with Coke Studio and and their patronage of music.  3. Content. Creators. Culture. That’s the holy Trinity. (I spoke about it for the Talkwalker Shape Tomorrow series in 2022. (Video interview linked below, if you are interested). Consumers are creating and shaping culture real-time, thanks to social media, and content is their weapon of choice. Consumers are now creators and curators of content and hence culture. Starbucks is smartly choosing to leverage CONTENT to become an even deeper part of culture and conversation, thus bringing the brand closer to consumers. I, for one, can’t wait to see what they do with Starbucks Studios. Because good content creates a magical halo around your brand that you can’t buy with money. 😇 Meanwhile, I’ll have my Caramel Frappe with less ice, no whipped cream, please, thank you, while you have yourselves a good weekend! 😎 #brandbuilding #contentmarketing #brandmarketing #thoughtleadership #womenintech #womenleaders #starbucks #starbucksstudios

Thanks for sharing Dipashree Das. Seems like Starbucks is following a similar route as MATTEL, after how Barbie changed the world. “Brandertainment” looks like the way ahead for a Brand owner to effectively engage / inform / entertain its existing TG as well as new customers to sit up & take a look at the original storytelling led strategy. So much so that, Mattel is repositioning itself as a Franchisable Content IP company and not just a toy manufacturer. Such examples, logical thinking might infer - would be seen more amongst younger / “new to market” / youth leadership drive organisations; but reality reflects a different scenario. One which is inspiring - a route, youngers should embibe. #contentmarketing #storylab #starbucksdiaries

An outstanding AdAge story (3/19/24) on McDonald's brilliant marketing strategy - deep reporting on the company's approach to picking bubbling trends, from anime to streetwear, and bringing them to the masses. As AdAge reports: "McDonald’s has moved away from a marketing calendar driven by limited-time seasonal offers to focus on “fan truths”—a moment, memory, ritual, or behavior related to McDonald’s—and where such moments intersect with subcultures involving celebrities, music, fashion, TV and movies, childhood nostalgia and, now, anime. The goal is to use data and social listening to have fans tell McDonald’s what is interesting to them, and see where the brand may already have a connection to those interests as a way to keep up with culture and remain authentic to fans." #brandbuilding #marketingvision #authenticity #fantrust #leadership #marketingstrategy #culturalinsights #subcultures

While upstarts often get the headlines, market leaders have a lot to teach us The spread of authoritarianism has been in the news for quite a while now and brands can sometimes let themselves be contaminated by their own success and find themselves telling potential customers to do things their way. A long time ago, Burger King quite cleverly took aim at McDonald's standardized processes and began championing the customers' side by simply saying "Have it your way". Even as BK tries to resurrect their past success with their "You rule" campaign, it is worth reading the piece by Will Poskett 🔥 in his newsletter posted this morning. In it, he points out how burger behemoth McDonald's has taken the customers' side view. In his words: "Too many brands today operate from a ‘top-down’ perspective. They take a fairly old-school approach to brand building. They turn up in the world and say ‘This is us’ and ‘We stand for this’. However at a time when people are beginning to call into question authority figures. A time when they are calling into question industry leaders & politicians. This approach feels not only outdated but increasingly fails to land. What is so smart about McDonald’s ‘Fan truths’ approach is that it allows the brand to speak alongside consumers, rather than down to them. An approach that sees the brand go beyond traditional advertising. An approach that sees the brand behave like a fan and gives the community what fans really want. For example, whilst a top-down brand might have stopped at the big Super Bowl commercial, McDonald’s didn't. Instead, they gave consumers the opportunity to actually buy the famous meals featured in the film." To fully feast on this strategy meal, I invite you to gorge upon it below: #strategyconsulting #marketing #advertising #insight #trustbuilding

I strongly believe that great brands like Cadbury's, Nike, Zomato, TATA are rare. They are born out of certain inherent characteristics. In my new framework, 𝐓𝐡𝐞 𝐁𝐫𝐚𝐧𝐝 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 𝐌𝐚𝐭𝐫𝐢𝐱, I present the four types of brands that operate at the intersection of two crucial elements: 𝘴𝘵𝘳𝘢𝘵𝘦𝘨𝘪𝘤 𝘰𝘳𝘪𝘦𝘯𝘵𝘢𝘵𝘪𝘰𝘯 𝘢𝘯𝘥 𝘵𝘢𝘤𝘵𝘪𝘤𝘢𝘭 𝘰𝘳𝘪𝘦𝘯𝘵𝘢𝘵𝘪𝘰𝘯. 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐜 𝐨𝐫𝐢𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 involves integrating brand strategy with business strategy, ensuring a strong positioning that is intricately linked with the brand identity. 𝐓𝐚𝐜𝐭𝐢𝐜𝐚𝐥 𝐨𝐫𝐢𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 pertains to how well creative storytelling and communication are executed, along with proper media selection. 𝐓𝐡𝐞 𝐁𝐫𝐚𝐧𝐝 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 𝐌𝐚𝐭𝐫𝐢𝐱 categorizes brands into 4 types based on their strategic and tactical orientation. 1. 𝐇𝐢𝐠𝐡-𝐟𝐥𝐲𝐢𝐧𝐠 𝐏𝐡𝐨𝐞𝐧𝐢𝐱 𝐁𝐫𝐚𝐧𝐝𝐬 (𝘏𝘪𝘨𝘩 𝘴𝘵𝘳𝘢𝘵𝘦𝘨𝘪𝘤 𝘢𝘯𝘥 𝘩𝘪𝘨𝘩 𝘵𝘢𝘤𝘵𝘪𝘤𝘢𝘭 𝘰𝘳𝘪𝘦𝘯𝘵𝘢𝘵𝘪𝘰𝘯): Excel in both strategy and execution. Rare, with high brand equity, they integrate brand positioning and identity seamlessly into tactical communication. 2. 𝐍𝐨𝐢𝐬𝐞-𝐦𝐚𝐤𝐢𝐧𝐠 𝐇𝐲𝐩𝐞 𝐁𝐫𝐚𝐧𝐝𝐬 (𝘓𝘰𝘸 𝘴𝘵𝘳𝘢𝘵𝘦𝘨𝘪𝘤 𝘢𝘯𝘥 𝘩𝘪𝘨𝘩 𝘵𝘢𝘤𝘵𝘪𝘤𝘢𝘭 𝘰𝘳𝘪𝘦𝘯𝘵𝘢𝘵𝘪𝘰𝘯): Excel in tactical execution but lack strategic elements. Often adrift without a clear direction, they solely focus on creative, communication and media without aligning them with the strategy, leading to a lack of differentiation. 3. 𝐋𝐨𝐰-𝐩𝐫𝐨𝐟𝐢𝐥𝐞 𝐀𝐧𝐨𝐧𝐲𝐦𝐨𝐮𝐬 𝐁𝐫𝐚𝐧𝐝𝐬 (𝘏𝘪𝘨𝘩 𝘴𝘵𝘳𝘢𝘵𝘦𝘨𝘪𝘤 𝘢𝘯𝘥 𝘭𝘰𝘸 𝘵𝘢𝘤𝘵𝘪𝘤𝘢𝘭 𝘰𝘳𝘪𝘦𝘯𝘵𝘢𝘵𝘪𝘰𝘯) : Strong in strategy but fall short in execution. Despite having a defined positioning and identity, these brands lack marketing programs, resulting in low enthusiasm among stakeholders and customers. They risk losing ground to competitors who effectively execute the similar strategies. 4. 𝐄𝐯𝐞𝐫-𝐰𝐚𝐧𝐝𝐞𝐫𝐢𝐧𝐠 𝐓𝐮𝐫𝐭𝐥𝐞 𝐁𝐫𝐚𝐧𝐝𝐬 (𝘓𝘰𝘸 𝘴𝘵𝘳𝘢𝘵𝘦𝘨𝘪𝘤 𝘢𝘯𝘥 𝘭𝘰𝘸 𝘵𝘢𝘤𝘵𝘪𝘤𝘢𝘭 𝘰𝘳𝘪𝘦𝘯𝘵𝘢𝘵𝘪𝘰𝘯): Operate in a commoditized space with a lack of both strategy and execution. Function primarily to meet revenue requirements without distinctive brand positioning and tactics. ----- Understanding your brand's position in the matrix aids in balancing strategic and tactical orientation. The journey isn't always linear; at times, you grasp the strategic aspects while executing tactics. In essence, you may reverse-engineer brand positioning and even business strategy based on customer insights gained from tactical communication execution. 𝑸𝒖𝒊𝒄𝒌 𝒏𝒐𝒕𝒆: I've brought my consultant's mind to life with crayons and sketches in this low fidelity, hand-drawn matrix. Who said research can't be colorful? #strategy #brand #marketing #consultinglife #management

Coke is still the number one soda in America. However, there is now a new runner up, and that’s Dr. Pepper. This overtaking was not by accident, but rather through intentional strategy, and operating with a future-facing vision in mind. By sponsoring talent for long-term deals, collaborating with popular sports, having a strong social media presence, and creating content that will attract attention, Dr. Pepper has rightfully climbed the ranks. Interested to see how Pepsi will respond now that it’s been demoted to 3rd. #Marketing #MarketingStrategy #Branding