August Observations
Tim Hatari
CEO | NED | Advisor | CEO at Hello Hello, a pipeline management and professional outreach company.
From My Desk To Yours....
Sometimes the changes we need to adopt are, in comparison to the things we have been doing previously, considered radical. It should come as no surprise really, when most of us are familiar with the adage that suggests 'insanity is doing the same thing over and over, but expecting different results'. Somehow the fear- mixed with the legitimate risk of things not going to plan- keeps us wedded to tried and tested paths. This comes however at the expense of our own progression, leaving the competition beating us to reach those newer heights.
Innovative and fresh branding ideas are now essential to remaining?relevant. In a world where attention is brief, the role of the influencer or the importance of a brand personality are now beyond question, even for the smaller business. Keeping attention long enough to nurture and educate the customer as to your value in the marketplace?is now the battleground you?fight upon.
It really is worth taking the time?to think about how your brand communicates in the market and how you leverage culture and develop your brand positioning to truly resonate with your target market; so that even the associations you have as a brand reinforce your own public image.
Insights
Snoop Dogg: The Perfect Olympic Brand Ambassador
A rare Olympic pin featuring rapper Snoop Dogg is going viral online. The pin humorously shows the Olympic rings as smoke clouds puffed from Snoop's mouth. Despite the irony, given his known cannabis use, Snoop's role as a commentator for the Paris Olympics and his wide appeal has made the pin highly sought after.
Snoop Dogg's brand influence is unmatched, with endorsements from 43 brands and ownership of seven more, including collaborations with Dunkin' and Gucci. His success began with his debut album "Doggystyle" in 1993, and his universal coolness and relatable persona keep him relevant. He maintains transparency in his business dealings and consistent personal style.
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Brands like Skechers have seen significant sales boosts after partnering with Snoop, demonstrating the impact of his endorsements. His authenticity and broad appeal make him a perfect cultural fit for the Olympics, representing American values of resilience and opportunity.
Snoop Dogg’s presence at the Paris Olympics symbolises fun-loving, inclusive American patriotism. As a unifying figure, he exemplifies the power of culture to bring people together. Brands should consider what they can offer Snoop, recognising his ability to promote American culture globally.
News
Jane Stiller has been promoted to Chief Viewer Officer at ITV, a role that will integrate the brand, marketing, insights, digital product, subscription, and distribution teams to enhance viewer experiences and grow audiences and revenue. This promotion expands her previous position as Chief Marketing Officer and acknowledges her role in the successful launch of ITVX, the streaming service that increased streaming hours by 16% since its late 2022 launch.
ITV plans to spend an additional ￡15 million on marketing this year, contributing to better-than-expected advertising revenue, boosted by UEFA Euro 2024 and Love Island. However, the company is also restructuring to save ￡50 million annually, resulting in about 200 job cuts. Stiller recognised the bittersweet nature of her promotion and praised departing staff.
Stiller has been with ITV for over five years, previously working at Mars, Innocent Drinks, and Marks & Spencer. She was named one of Marketing Week’s Top 100 Most Effective Marketers in 2023.