Jon Evans’ Post

Brand brand brand brand brand. Bravo to Kory Marchisotto and ELF for nailing this one so beautifully. So to any senior marketers out there who just may be underinvesting in brand (we know there's a few👀) do the one thing that will, without doubt, grow your business, make your sales team love you and boost your career - invest in it. This is one fantastic example of it working. And if that isn’t enough to persuade you, drop me a line, I have literally thousands of others. Or equally if you get it but don’t know where to start or how to implement it effectively, that’s a subject I could chat all day about.

Product is not enough 👏

❓ Could 2 guys create a make-up brand ❓ 📣 Jon Evans E.L.F. BEAUTY podcast is a must! 💰 E.L.F. BEAUTY founders did...it's a $10B empire Kory Marchisotto CMO shares tricks to growing the brand   1. Know Your Market Gaps: Cosmetics lacking in dollar stores. So they created premium products at $1 online - as no one was selling colour cosmetics online in 2004. Emphasized having a good product isn’t enough— must invest in brand building. Sought advice from network before starting, all said define a persona, stick to one, grow it. Her gut said no, it’s for everyone... and she was right! 2. Obsessed with Customers: Stay close to consumer as you scale. The shorter/no distance, greater success: 1. Distance between C-suite and community 2. Distance between insight and action Kory personally consumes 1,000s of reviews/comments weekly. Context, emojis, likes\dislikes in real-time. Socials asking about Jamilla Jamile’s outfit in their commercial, so they share it. Marketing has direct loop to community, take feedback right to innovation, website, or marketing teams. 3. Product is Key: TikTok virals are about product reviews—product is key. But a brand’s rightful position over the years must transcend the product to become a brand that people love. 4. Invest in Your Brand: Marketing spend was 6% of revenue, and now 25% over 5 years (usually 25%-40%) Reallocated $ from unprofitable retail to brand building. Revenue $250m to $1 b in 5years. Started with digital marketing, then added traditional media as brand grew. 5. First Mover on Social Platforms: e.l.f. was OG in digital beauty space. Early adopters of Instagram & TikTok. Playing on many platforms building communities to see where to place bets. TikTok product reviews became commercials/ads. The Infamous Primer used in cool ways. Chose the stickiest beauty icon + stickiest beauty product + right platform for the content = Superbowl ad. 50% of viewers were women but underrepresented. 6. Brand Collaborations Making Consumers' World Collide: No need to create decks, sell into management. Used insights to identify disruptor brands on the same wavelength. Chipotle: Early TikTok adopter, few brands there. Liquid Death: On the same path to redefine a category. Dunkin’: Consumers love both brands, reach more, and make worlds collide. 7. Eat Consumer Insights for Breakfast: Insights at the heart of the business, no COEs collecting dust Analytics distills daily info into insights for C-suite, leaders, & decision-makers. Feedback, reviews, performance to drive action in all areas. Social insights: Gen Z consumers said their mums were stealing their e.l.f. makeup. Built campaigns with influencers Judge Judy, Billie Jean King, and Jennifer Coolidge (60-80 years) to grow demographics. Social feedback: Bronzing Drops being demanded as prestige brand launched but unaffordable. CMO went to CEO, he jumped on TikTok live & 5,000 people screamed for Drops. CEO said OK, went to innovation lab & prioritized Drops.

In the second part of this two-part Brand Talk episode, Jody Bilney shares a thought-provoking story about the benefits of empathy and how important it is to really understand your customer base: https://lnkd.in/gic3eR4s Hazel Freeman, Chris Murphy, and Jody also discuss generational transfer and how to enable your brand to live on once the founder is no longer at the helm. Rounding off with a conversation about the value of having marketers on the board, as Jody says: “Marketers have to be business people first and marketers second. Respond and participate as a business person 1st and then apply marketing principles and disciplines. Then you are immediately embraced by the boardroom, and your value as a different thinker is understood and accepted”. #BrandTalk

Have you ever fallen down the rabbit hole of chasing trends? I know I have and it hasn't always served me. Brand Strategist Dr. Brigitte Bojkowszky weighs in on the need for brands to evolve but not chase every shiny new object. If you are looking for sage advice on how to be authentic in your brand, check out this week's episode of You Betcha She Did. Listen here: https://lnkd.in/g3KsaHiP #brandstrategy #beauthentic #youbetchashedid

What a lively conversation! Thank you for having me, Rayna Rokicki Next shiny object!!! Always ask this question: does this trend align with our core brand values and what we stand for? ... be intentional! Being intentional about adopting trends ensures that your brand remains authentic and consistent. #trends #brandidentity #intentionality

One of the biggest barbers coming out of the Caribbean is none other than Anthony Claxton, the man behind the brand Krew Kutz. We asked Anthony to give us his 5 tips for building a powerful brand and this is what he had to say. Hit the link to listen to the episode! #krewkutz #brandingtips #marketingstrategies #digipreneur

Did you miss the latest episode of Follow The Brand TV live from the Black Business Olympics 2023? Worry not, we've got you covered! 🚀 You can now watch the replay on our YouTube channel, where our host, the ever-inspiring Grant McGaugh, unpacks the art of enhancing your personal brand in this highly competitive business landscape. Whether you're looking to make your brand stand out, seeking networking opportunities, or interested in understanding the intricacies of effective brand communication, this episode is just for you! 💡🎯 Don't forget to like, subscribe, and share the episode with your network to spread the wealth of knowledge! Keep striving, keep thriving, and remember, your brand is your story. Make it count! 🌟💼 #FollowTheBrandTV #GrantMcGaugh #BlackBusinessOlympics #PersonalBranding #ReplayNowAvailable #LinkedInLearning

Ready to take your brand to the next level? Tune into our latest episode to watch Josh Braaten, CEO of Brandata, reveal the secrets to effective brand measurement 📊🔍 Click here for the full episode here 👉 https://lnkd.in/g7m-qqBy #brandgrowth #marketinginsights #cookielesspodcast

🌟 New Podcast Episode Alert: The Power of Branding in Manufacturing with Ed Delia, PCM 🌟 🔗 Listen to the Full Episode: https://lnkd.in/gc_YwVGB 🔍 Episode Highlights: Ed Delia's Journey: Discover how Ed transitioned from a potential job outside Philadelphia to taking over his father's B2B brand growth firm, Delia Associates. The Evolution of Delia Associates: Learn about the firm's shift from traditional B2B advertising to focusing on brand power and strategy, especially for manufacturers. Branding for Small and Mid-Sized Manufacturers: Understand why branding is crucial for manufacturers of all sizes in distinguishing themselves in a competitive market. When to Rebrand: Insights on recognizing when a company's capabilities have outpaced its image, necessitating rebranding. Cost-Effective Branding Strategies: Ed Delia shares low-cost ideas for manufacturers to start thinking about their brand without overwhelming investment. Attracting Talent Through Branding: Explore how a strong brand can aid in attracting and retaining top talent in the manufacturing sector. Developing a Realistic Growth Strategy: Delia discusses the importance of prioritizing growth channels and aligning them with the company's capabilities. Effective Marketing Methods for Manufacturers: From trade shows to email marketing, learn about the diverse and effective ways manufacturers can reach new audiences. Ed Delia's Best Branding Tip: A simple yet powerful approach for manufacturers to assess their current brand status. #Manufacturing #Branding #BusinessGrowth #Podcast #ManufacturersNetwork #LisaRyan #EdDelia #DeliaAssociates #B2BMarketing #IndustryInsights #Leadership