Because of Marketing’s Post

This 👇! Completely agree your #brandpurpose must be hard-wired into your business. In fact, brands with a high commitment to purpose have a growth rate 2X the rate of others. Want in on that action? Give me or the Purely Righteous Brands team a shout. We can create or solidify your purpose-driven strategy to unlock your growth potential. PS Typing this in my fav Cotopaxi fleece! I'm a believer. #purposedrivenbrands #brandpositioning #brandadvisory #brandstrategy

Consistency is king 👑 Following on from a conversation we were having just the other day here at Zing, this Marketing Week article really resonated with us. “To cut through with consumers, brands need consistency. Consumers will not remember every ad they see, so there is little benefit in continually ripping up and starting again. Rather than provide ‘freshness’ or excitement for consumers, multiple messages from a brand may simply dilute the impact.” Niamh Carroll, Marketing Week Richard Teyssier, global brand and marketing director at Puma believes that “fewer, bigger, better” is the way for brands to achieve success. It’s a philosophy he says the sports brand is fully aligned behind. Their global brand campaign from April last year reflects this in practice – featuring a single emotive message, which resonates across all sports: ‘Forever. Faster. See The Game Like We Do.’ As Richard puts it, “Intuitively, we all know that if we want to shoot for excellence, we need to focus on a few things”. We couldn’t agree more. Uncover your brand’s true purpose, clarify its message, and touch the heart of every customer. Chat to us today about how to optimise your brand’s messaging: [email protected] #consistency #brand #messaging Read the article: https://lnkd.in/dUwuySh9

Brands are increasingly looking for unique opportunities where they can create unforgettable moments and connect with more customers in person. Over the last year, with our Spotlight product, we partnered with a diverse mix of brands to deliver one-of-a-kind activations across a whole destination. Here are just some of the results from 2023: 🍬 We brought HARIBO UK to Bluewater with the largest ball pit in the UK ever – where over 32,000 kids and adults alike joined in the fun, exceeding number expectations. We helped Sense Marketing build this unique, experiential activation that included a pop-up shop with sweets that couldn’t be bought in local supermarkets. The gifts, toys, cards and accessories categories grew their share of centre sales, driven by family groups enjoying the activation – and we saw a 9% increase in dwell time across the centre overall. ⚔️ The Witcher on Netflix was a much-hyped return of a beloved series – and we brought the buzz with a prominent position for an ice-cream truck in Leeds City centre. The themed ‘Mr Witchy’ black vanilla soft serve ice-creams drove footfall to a key entrance at Trinity, creating a surprise-and-delight moment for guests. 520 ice creams were handed out in total, achieved in only 3 hours. 🚗 Continuing to ‘drive’ high-quality customer experiences – we brought Polestar to Trinity Leeds for an eight week period, providing a perfect space to promote one of their most prestigious cars, the Polestar 2 MY23. Guests were empowered to interact with brand experts on site, sit behind the wheel, and book in a test drive at their local dealership. Polestar chose to take space with us over other venues in the area, reinforcing Trinity’s status as a prime retail destination in the UK. 🐔 We provided a platform to support brand awareness for the grand opening of our new brand partner, Slim Chickens, at Trinity Leeds. The brand took a four week static media campaign through Spotlight, providing them brand domination in a focal section of the venue, which welcomed a massive 1.8 million guests during the period. Find out more about Spotlight here: https://lnkd.in/es9qvKu2

🔔 This is a great Forbes piece about the power of unexpected partnerships and while US-centric in examples, the principles remain true here in the UK market. With our years of experience in this field, we would also add that there are two important factors: ◾️ Brand partnerships do not always have to be shiny, bold, experiential campaigns - we also see significant value driven through the bread-and-butter campaigns that bring brands together. ◾️ There is a blueprint for successful brand partnerships, and having the skill to identify - then unlock - the sweet spot for both brands is the secret. There is also the argument that some of the best brand partnerships are ones built on longer-term goals and alignment (even when it's an unexpected brand match). We could talk about partnerships for hours, if you are interested in learning more, drop us a hello below ⬇️ #BrandPartnerships #BrandCollaboration #CreativeMarketing https://lnkd.in/e6kqMMHJ

Fortune 500 companies spend a lot of time and money figuring out what the brand should look like, what color scheme to apply, and how the brand is to be utilized. Then they stick with it. So, why do sports teams act differently? “If [leagues] are manipulating the [teams’] core brand equity, what that looks like and how it is presented to the marketplace, and it happens with great frequency, then [it is] absolutely devaluing the iconic sports brands that everybody recognizes and loves,” Michael Neuman said. “Protecting the integrity of the [team] brand is critically important [for long-term value accretion].” #sports #sportsbiz #branding #marketing #merchandising #revenue cc: Chris Creamer https://lnkd.in/eBYss4R7

After chatting with loads of brands and creative agencies, I've realized something pretty important: the real secret to rocking your brand activation? It starts right at home with your in-house team. Here's the thing—it's easy to fall into a bit of a trap. When we're busy crafting our brand and nailing down those brand guidelines, we get so caught up in how our external partners will get it, that we often overlook our most crucial asset—the understanding within our own team! The best brand activations? They kick off with a solid focus on getting everyone on the same page internally, really digging deep into every little detail of what makes our brand, well, our brand. Once we've got that down, then we're all set to show the world what we're all about.

The best brand activations don't exist in a vacuum. They are part of a wider brand ecosystem—seamlessly connecting online to offline and integrating with other areas of the brand. They draw people in and guide them on a journey to another touchpoint. Every interaction with the brand should strengthen the connection.

What do you think when you see this? Building on the theme of simplicity in brand strategy, Andrew Dobbie's post illustrates perfectly the profound impact of a clear, simple idea nurtured over time. #brandstrategy #simplicityinstrategy #marketingsuccess #keepitsimple

Winning an effectiveness award without a product in sight… McDonald’s won a well-deserved silver Effectiveness Lion for its Raise Your Arches campaign at the Cannes Lions International Festival of Creativity. Great rule-breaking work that proves that breaking the rules can deliver strong ROMI. Perhaps the pinnacle of branding success is when a logo isn't necessary anymore. What could the marketing brief have been? Context:  It’s 2023. The platform that McDonald’s U.K. had been using for a decade, ‘Everyone has a McDonald’s in common,’ was starting to lose its punch over time and was out of step with the nation's mood. Business- and brand growth started slowing down; brand affinity love scores were flatlining. Challenge: Reinvent the ‘Everyone has a McDonald’s in common’ platform  Find fresh meaning and inject more emotion into the McDonald’s brand. Objectives:  Drive increased visitor traffic by focusing on the following key attitudinal measures:  ‘Makes me more likely to visit’  ‘Makes me feel good about McDonald’s’  ‘Talks to people like me’ Target audience:  Adult visitors of McDonald’s and other quick service restaurant visitors in the U.K. Human truth:  The suggestion of getting McDonalds outweighs the joy of having McDonalds. In a world of pressure and responsibility, the invitation to get a McDonald’s was an invitation for a release and to do what felt good. Creds: McDonald's Leo Burnett UK Edgar Wright