From my desk to yours...

In today's competitive marketplace, the phrase "better the devil you know" also translates into "tried and tested." It means recognising that familiar brands and products, those that consistently deliver the expected results, are often preferred by consumers. People tend to stick with what they know works well, trusting companies and products that have proven their reliability over time.

This concept aligns with the adage "slow and steady wins the race," emphasising the value of consistency and dependability. It's not just about launching advertisements; it's about building memorable brands that tell compelling stories. Brands should engage in meaningful conversations within their respective industries, contributing valuable insights and establishing a strong presence.

This strategic positioning is invaluable, as it fosters trust among consumers. When a brand is consistent, it becomes a reliable choice for customers, especially in a market where many competitors are constantly experimenting with new approaches. By focusing on building a solid, trustworthy brand, companies can ensure long-term success and customer loyalty.

So, invest in your brand, nurture it and ensure it stands out for its reliability and consistency. In other words, build your brand and build it well.

Insights

Consumers are increasingly sceptical of traditional marketing and seek genuine value from less obvious sources. Enter "If You Know You Know" (IYKYK) brands like Costco’s Kirkland, CeraVe, and Café Bustelo. Unlike mainstream cult brands, IYKYKs gain devoted followings through word of mouth and authentic experiences rather than traditional advertising.

IYKYK brands prioritise "quiet value," recognised through personal recommendations and organic growth. They respond to consumer fatigue with big brands by focusing on quality over mass appeal, as seen with CeraVe's dermatologist endorsements and e.l.f. Cosmetics' budget-friendly rewards app.

These brands challenge conventional marketing by embracing community-centric behaviours and unique communication strategies. Big brands like Lululemon are adapting, trading knockoffs for genuine products to meet consumer demand for authenticity.

In essence, IYKYK brands highlight a shift towards genuine value and credibility, suggesting that tomorrow's most influential brands will prioritise substance over growth.

Article: https://www.adweek.com/brand-marketing/if-you-know-you-know-brands-are-forcing-us-to-redefine-marketing-success/

News

Hovis has appointed Mark Brown as its first Chief Marketing Officer (CMO) to enhance the brand's potential and accelerate growth. Brown, a seasoned marketer, previously served as General Mills' Director for Europe and Australasia, overseeing brands like Cheerios and H?agen-Dazs. His extensive FMCG experience includes roles at Weetabix, Mondelez, and Kerry Foods.

Hovis CEO Jon Jenkins expressed confidence in Brown's ability to drive the brand forward, highlighting his leadership qualities and market experience. The appointment aligns with Hovis's strategy to strengthen its competitive position and boost brand penetration and consumer engagement.

Hovis has been on a turnaround journey, reporting earnings of ￡26.8m for the year ending 30 September 2023, up from a previous loss. Under Jenkins' leadership, the brand has increased prices but plans to stabilise them in 2024. Hovis's new ad campaign, launched in April, revived the iconic line 'As good today as it’s always been' to support volume growth in its core bread business.

Mark Brown is enthusiastic about his new role, aiming to leverage exciting plans to grow one of the UK's most beloved brands.

For more details, read the full article here.

Article: https://www.marketingweek.com/hovis-hires-first-cmo/