Marketing Architects’ Post

"Setting up a statement in which marketing is seen as far more important than the product literally makes no sense" asserts Mark Ritson. It's not always the case, but if we're honest, our industry does tend to swoon over pack changes and ad campaigns more than it does over the 'actual thing' sold. Is the uncomfortable truth that many CPG professionals underestimate the potential of product experience? It is my assertion that as media continues to fragment, and attention spans continue to evaporate (allegedly) it will be the visceral power of tactile product experiences that will ultimately drive brands (highly prized) mental availability. There are some brilliant examples of products that manage to pierce the consciousness of consumers via clever sensory wizardry. An unexpected sound. A joyful texture. A wonderous mouthfeel! Scott Galloway predicts that we're now entering the product era of marketing. The question is, are big brands moving fast enough? Do you agree with Ritson's sentiment, or is he ignoring the hard work of many hard-working professionals? #px #productexperience #marketing #marketingweek #sensory

How can #marketers successfully build a brand while driving #sales? It's challenging to strike the right balance - keep a focus on brand-building efforts that create emotional connections and shape perceptions, and transactional strategies to #convert prospects into buyers through promotions and direct response tactics. A customer-centric approach allows brands to harness both strategies to deliver #personalized experiences and foster brand loyalty. At the end of the day, consumers don't just purchase products; they integrate brands into their identities, making it essential for brands to connect on a deeper level. Check out this new article from my awesome colleagues Ed Dziedzic and Laura Smith as they dive into how the right integrated marketing strategies can amplify brand values, build emotional loyalty, and drive consistent ROI, helping your brand do more with less in this challenging economic landscape. #brandloyalty #emotionalloyalty #brandbuilding #marketingstrategy

Brand marketing & being a “cool” brand matters! And I will die on this hill…. Creating a meaningful and inspirational brand world is more important than ever, especially for Gen Z consumers. “84 per cent saying they’re more likely to purchase from brands that they see as “cool”, compared to ones they don’t, this universe building is key to winning their loyalty.” The consumer funnel as we knew it is a thing of the past, especially for Gen Z. They're rewriting the rules, and it's time for brands to adapt. 🔍 Blurred Path to Purchase: Today's Gen Z is navigating a landscape where social media is not just a marketplace but also their entertainment center, social hub, and learning platform. The journey to purchase is now a medley of influences and mindsets. 💡 Inspiration Overload: Social media remains the primary source of inspiration for Gen Z, with platforms like TikTok and YouTube leading the way. Brands must cut through the noise to deliver inspiration in the right ways at the right moments. 🛒 Exploration Phase: Gen Z wants detailed product information upfront and relies heavily on social media for research. Brands should focus on heroing the customer (UGC) and honest reviews + creating informative content and engaging with reviews and online communities. 🌐 Building Community: Brands that make Gen Z feel like they're part of a community are winning. Loyalty isn't just about repeat purchases; it's about creating meaningful connections and engaging experiences that are reciprocal. 🎯 The Future of Marketing: In 2024, brands need to be where the people are, embracing the infinite loop of inspiration, exploration, community, and loyalty. It's about entertainment, participation, and most importantly, connection. 💬 What strategies are you implementing to adapt to the evolving consumer journey? Share your thoughts below! 🔗 : https://lnkd.in/guijDQ_m #GenZMarketing #MarketingTrends #BrandStrategy #ConsumerJourney #DigitalMarketing #FutureOfMarketing #SocialMediaMarketing #GenZInsights #marketingstrategy #brandexperience

Why do some brands flourish while others falter? Imagine this: Two brands. Both selling baby formula. One markets more feature based content & copy. While the other immerses itself in the world of its customers, showcasing real-life families, emphasizing their needs and concerns in addition to just listing ingredients & product features. \n\n The difference? Customer-centric marketing. \n\n "Grow your brand with customer-centric marketing," offers a deep dive into why placing your audience and their journey at the heart of your strategy isn't just beneficial; it's essential. \n\n In agreement wholeheartedly. I believe that understanding and empathizing with your customers' journey can transform your brand's reach & impact. It's not just about selling a product; it's about connecting, engaging, and trust. \n\n In an era where consumers are bombarded with choices, those connections are your brand's lifeline. \n\n Great read to how you can pivot to a more customer-centric approach and the monumental difference it can make. In the end, it's simple: Know your customers better than they know themselves. Your thoughts? Check this out: https://lnkd.in/gBPnE2eQ #customercentricmarketing #marketing #branding

In today’s market landscape, 81% of consumers prioritize a brand’s value and beliefs. In order to succeed, brands can no longer overlook the significance of forging authentic, emotional connections. Ed Dziedzic and Laura Smith dive into how brand marketers can harness both brand and transactional messages to deepen connections. Read the full thing here: https://bit.ly/4cgRQvH

If you implement these 10 strategies, your marketing will perfectly align with your brand's core values for maximum impact 👇 1) Understand your brand's core values. This is the foundation of your marketing strategy. 2) Create a customer persona that aligns with your brand values. This will help you target your audience effectively. 3) Consistency is key. Ensure your marketing messages consistently reflect your brand values. 4) Use storytelling. It's a powerful way to communicate your brand values. 5) Be authentic. Customers can tell if you're faking it. 6) Engage with your audience. Create a dialogue, not a monologue. 7) Use your brand values as a guide when making decisions. They should influence everything, from your marketing channels to your promotional tactics. 8) Evaluate your marketing strategy regularly. Are you still aligned with your brand values? 9) Empower your employees to be brand ambassadors. They can help spread your brand values. 10) Finally, remember that your brand values are not static. They can evolve as your business grows. By following these strategies, you'll ensure that your marketing not only aligns with your brand values, but also resonates with your audience. This will lead to a stronger brand and greater impact. And remember, don't just talk about your values - live them! 🚀 Are you building a brand driven by genuine values? Show us how you do it in the comments below 👇 #BrandCommunity #CustomerEngagement #StorytellingMarketing #BrandAdvocates #BrandVoice #MarketingTips

In today’s market, with the many choices available, thriving brands focus on the human experience. This article gives some great examples of brands that went beyond just marketing their products. Good insights. https://lnkd.in/dCnQPiC2

In the world of branding and marketing, everyone is searching for the 'secret sauce.' Ever wondered what makes some brands stick in our minds like glue? It's not just about flashy ads or huge budgets. It's about something far more profound: Emotional Connection. Take a moment to think back on your favourite brand. What makes you loyal to it? Chances are, it's the way they make you feel. Creating an emotional connection with your audience isn't about manipulation. It's about genuinely understanding their needs, desires, and pain points—and then communicating in a way that resonates with them deeply. This approach transforms customers into brand advocates who don't just buy from you; they believe in you. In your next campaign, how will you go beyond features and benefits to touch the hearts of your audience?

Is your brand ready for Gen Alpha? New research reveals this tech-savvy generation's sophisticated approach to brands. See how they're challenging traditional marketing strategies and favoring companies that foster creativity and innovation: https://lnkd.in/geeizXEy #marketingandadvertising #GenAlpha #MarketingTrends #DigitalMarketing #BrandStrategy

The April edition of our monthly trend report on Substack: GEN Z BROKE MARKETING For generations marketers used something called a “marketing funnel” a path to purchase that followed conventional stages, creating a path from brand awareness to purchase. This worked until Gen Z came along. Vogue just released a study that shows that this strategy doesn’t work with Gen Z. “Because Gen Zs came of age in an era where they’re constantly bombarded with content and information via social media, they consider inspiration and discovery foundational to their experience and even core to who they are,” said Ben Harms, chief growth officer at Archrival. “The challenge for brands is delivering that inspiration to them in the right ways at the right moments.” 71 percent of Gen Zs say, “I’m always open to discovering new brands.” So how can brands reach young people and inspire them to buy. Focus on Community - Gen Z craves connection so when brands respond to comments online, throw events and create space for them they respond. Promote a Lifestyle - Gen Z is loyal to brands even when they’re not making a purchase, so brands need to provide a way of life, not just a product. Be authentic - Gen Z quickly pick up on BS so authenticity is key. Read and subscribe to the full trend report: https://lnkd.in/eHyPg7nR Created by: Emma Withers (Music Researcher at Sizzer). Source + picture : https://lnkd.in/eekMY5Nw