Very On Brand的动态

Does brand marketing work? On a day when brands spend BIG money (responsibly, or otherwise) on commercials, I'd like to draw your attention to one we probably won't see during the big game. TLDR; I fell in love with an ad. So, I wrote a love story. Check out my review of the latest brand work from DICK'S Sporting Goods on Medium. I'd love to hear your thoughts. When does brand marketing work? When does it fail? Creative: ?p?n?onated Brand leadership: Emily Silver, Dick's CMO

"What do McDonald's, Apple, Sanofi, Netflix, and EA Sports have in common? They all have strong Audio Branding. These companies understand that even when people can't see them, they can still hear their sound. Even if you don’t listen to their ads (whether video or audio) from start to finish, you can still notice them and think about their products. If your brand doesn't have a sonic identity, your marketing strategy is not optimized. The question you need to ask yourself is, “Why wouldn't I want a better marketing strategy for my brand?”

If you are a fintech exec or marketing lead, please read this post from our research and brand lead, Anthony Battrick. It makes some important points that could help you think differently. While this blog is not an ad for Paragon, we do a lot of this work so DM me if you want to chat.

Netflix has launched its own popcorn brand. It seems weird at first, but in reality, it’s a brilliant marketing move. This is day 15 of “20 stories of successful brands with a challenger mindset” And today’s story is about netflix: While other OTT platforms are fighting for more users by giving discounts, Netflix went ahead and launched its popcorn brand in the US. Why? (1) Popcorn and movies go hand-in-hand: This classic duo helps Netflix strengthen its brand presence. Owning the popcorn space keeps Netflix top-of-mind when we're deciding what to watch, giving them an edge over other streaming giants. (2) Creative advertising opportunity: Those popcorn packets aren't just snacks; they're miniature billboards. Netflix can advertise new shows and movies directly on the packaging and even introduce special, limited-edition flavors for new releases to stir up excitement. (3) Visibility in stores: Picture this: You're at the supermarket, and you spot Netflix-branded popcorn. It's a subtle reminder to indulge in a movie night with Netflix and their popcorn, creating a seamless brand experience. This strategy places Netflix in front of customers, even offline, offering a unique way to capture their attention. "What’s the best way to achieve a future that doesn’t yet exist? Invent it." - Marc Randolph, Netflix co-founder. Netflix continues to prove itself as a challenger brand, always pushing boundaries and redefining the entertainment landscape. A true inspiration for any brand looking to adopt a challenger mindset. What are your thoughts?

Brand Management is ‘A Hot Set’s’ all in one online social platform news column. Get all the latest updates on the creator led world of internet entertainment. Read our full press release now. Click below.? #news #press #contentcreator #entertainment

???? One of the biggest advantages of an established brand character is the ability to plant them in almost any scenario — however weird or wild — and be comfortable in the knowledge that the brand will be remembered. With brand connection locked away, advertising is instantly freed to push creative boundaries and focus on the fun parts — grabbing people’s attention and leaving a lasting mark. Read more on the power of characters here ??? https://lnkd.in/g6RPaWfZ

Ever wondered how much you should charge as a content creator in this rapidly expanding creator economy? Dive into this latest video where I demystify the art of setting your rates and maximizing your value in brand partnerships. Together, we’ll explore: ?? The Booming Creator Economy ?? Pricing Strategies and Industry Standards ?? Expanding Your Income Streams ?? Negotiation Tips for Long-term Success Dive deep into the world of creator and brand collaborations with us and redefine what it means to be a successful creator in 2024. Whether you're just starting or looking to elevate your game, this video is your gateway to forging profitable partnerships in the digital age.? ?? Watch the full video now:

No, you don't always need separate "brand" and "sales" creative. Effective marketing does both. We found this holds true for even the most famous brand-building channel: National TV. It's still common for large brands to invest in two kinds of TV campaigns: 1. A "brand" ad telling a story 2. A "sales" ad encouraging viewers to act This means splitting your budget. Which limits reach and increases cost. It's also unnecessary. Including a call-to-action doesn't mean you can't tell a compelling story. In fact, we've found a strong storyline INCREASES response. One campaign can do both. It's simpler and more effective. A marketer's dream! ??

Planning for the Best: Amplifying Brand Action. M&C Saatchi Sport & Entertainment, Australia Strategy Director, Luke Haynes shares his thoughts with?LBBonline - Little Black Book?on placing a brand in culture, and delivering a positive impact on business. Read the full article below. #LBBonline #creativity #advertising #brandexperience

Short-term gimmicks won't build long-term value. Incessant disruption has made everyone obsessed with immediate returns. But true marketing effectiveness compounds over years, not quarters. Getting distracted by every new shiny object may feel productive, but long-term brand building requires balance - the art and science, communications and products, tactical activations and overarching strategy. How much of your budget fuels true growth versus temporary theater?