BaD Marketing Consultants Inc

There is a polarizing debate today around the role of marketing - is the primary job of a marketer to "drive the business" OR to "build the brand"? 🤔 I would argue that everyone is asking the wrong question - as marketers today need to embrace the "AND" - let me explain...👇 The pressures facing today's businesses are unprecedented - macroeconomic headwinds, a constantly changing cultural landscape, rapidly evolving technologies, and consumers demanding more for less - all while pressure to deliver results is at an all-time high. Marketers now have access to limitless data, insights, and information at their fingertips, so it's no surprise there is a big push to drive conversion and short term sales, systematically delivering results. But while these "push" tactics may ultimately drive sales, it can be quite costly to maintain over time and doesn't do much to deepen the relationship that consumers have with the brand, often leaving brands vulnerable to new entrants or additional pricing pressures. On the other side, many view the concept of 'Brand Building' as a squishy, nice-to-have part of the marketing mix. But when its done effectively, the concept is actually built around a core financial benefit: pricing power. Brand distinction enables you to charge a pricing premium while simultaneously deepening the brand's loyalty. Think about a brand that you love - its likely that you pay more for it (as a 'name brand') and you buy it more frequently because of the connection you have with it. Building brands with consistent "pull" over time can change the conversation from marketing as a 'cost center' to marketing as a smart 'investment'. I had the opportunity to sit down with Kimeko McCoy at Digiday to talk about this dilemma that many marketers face today and much more, encouraging brands to embrace the role that creativity plays along the way. You can read the ARTICLE IN THE LINK HERE: ➡️ https://bit.ly/3NiNE40 At the end of the day, marketing isn't just about driving the next sale or making the next cool piece of content. Its about finding creative ways to balance short term sales with long term brand health. Brands who can crack this code are the ones who win - moving hearts AND wallets. It's possible to make your sales numbers AND to make creatively interesting work It's possible to win new consumers AND to win awards at Cannes It's possible to drive great execution AND to drive cultural relevance So stop worrying if marketing's role is to "drive the business" OR to "build the brand" - and embrace the "AND". I think you will find it to be a much more fulfilling journey for both you and your brand. #Marketing #Creativity #Growth Kraft Heinz

“For these artisans and folks who want to find where that next job is coming from… you have to seriously consider looking at the creator economy and not the professional gatekeeper economy,” film and television producer Evan Shapīro told TheWrap. “There’s this misperception that this is all going to bounce back, but I don’t think there’s going to be a ‘new normal.’” This piece collides two trends I've been writing a lot about in the last year: The severe contraction of corporate gatekeeper media, and the rise of the Creator Economy. https://lnkd.in/e-nduMrS There's a widely held misperception in the Media hive mind that the union strikes caused the reduction of Hollywood series production. This piece uses excellent data from Ampere Analysis to show this isn't true. That reduction was underway before the strikes, and it was always part of the larger plan by Big Media to move content spending into sports and live events. It's also a direct result of the unsustainable content bubble of Peak TV. Once the bottom line (and not "scale") became Hollywood's bottom line, this was always bound to be the net result. What's important to understand for those of us looking to thrive and not just survive in Media, is that there is a growing and vibrant Creator-led ecosystem out there for those who want to do the work to find and infiltrate it. But you have to be willing to do your homework, and adapt. Opportunity is not just going to land in your laps. Here's a piece on why, where, and how: https://lnkd.in/e3yeDJpR The new normal won't be normal. But it can be both fun and profitable... if you do the hard work to make it so.

The fastest route to your company’s North Star is to make sure your rocketship has its community on the command deck. I had the incredible opportunity to sit down with Icons in the Making to dive deep into how we built the e.l.f. rocketship that defies gravity 🚀✨ "Community-first" is more than a bullet point. Some talk it, but few walk it. It’s not about ambition—it’s about creating a frictionless way of working. To deliver on this promise, you have to structure your organization to make it happen. What does it mean to lead with both fearlessness and discipline? To ground everything in bold consumer truths while exceeding their needs, wants and desires? Here's a taste of what we discussed on the podcast: 1. EMBRACE THE UNKNOWN ✨ Whether it's TikTok or new, uncharted territory, it’s not about having all the answers upfront. It’s about leaning into discomfort, testing, learning and trusting your insights. 2. COMMUNITY AT THE HEART ✨ You have to structure your organization to be an active part of the community – neither living in an ivory tower nor being an observer will work. At e.l.f., we ensure every team is aligned around our audience—no silos, just seamless harmony. Every move we make is driven by where the community is, what they need and what problems we can solve for them. 3. POINTS ON THE BOARD ✨ Innovation needs proof. Start small, gather your wins and soon your vision will speak for itself in rooms you’re not even in. That’s how you build momentum, trust and ultimately, the budget to keep pushing boundaries. 4. DO MORE OF WHAT WORKS AND LESS OF WHAT DOESN’T It’s all about pivoting in real-time. If it’s not working, stop. If it’s moving the needle, double down. Simple, but powerful. 👀👂Tune into the full episode to hear how we shape culture, connect communities and fearlessly disrupt norms here: https://lnkd.in/gAvsHK-c Endless gratitude to Heather Stern whose intro may just be my favorite yet 🙏💜 What an epic hype woman ✨✨✨