Nick Vaus’ Post

The Evolving Role of Brand Ambassadors: A Strategic Approach to Marketing In the dynamic landscape of advertising, brands are continuously adapting their strategies to stay relevant and engaging to consumers. One intriguing trend that has emerged is the intentional decision by brands like Stella Artois and MakeMyTrip to feature their brand ambassadors without showcasing their faces, opting instead to focus on other aspects of their presence. Take, for example, the recent campaigns from Stella Artois and MakeMyTrip. Despite having Beckham David and Jackie Shroff and Tiger Shroff respectively as their brand ambassadors, these brands have chosen to highlight their ambassadors' presence through body language and tattooed hands, rather than revealing their faces. Notably, the original voice of the brand ambassadors adds an authentic touch to these campaigns. This strategic shift can be dissected through several lenses: 1. Brand Recognition: By featuring recognizable brand ambassadors without showing their faces, brands can leverage the familiarity and associations audiences have with these personalities while leaving room for interpretation. Consumers may still connect the campaign with the ambassador, even without seeing their face directly. 2. Intrigue and Curiosity: The decision to conceal the faces of brand ambassadors can create intrigue and curiosity among viewers, sparking conversation and engagement. It prompts audiences to pay closer attention to the ad, leading to increased brand recall and memorability. 3 Universal Appeal: Emphasizing body language and hands over facial features allows brands to communicate their message on a more universal level. This approach transcends language and cultural barriers, enabling brands to connect with a diverse audience on a deeper, more emotional level. 4. Storytelling and Authenticity: By focusing on other elements of the brand ambassador's presence, such as their body language and voice, brands can craft compelling narratives that resonate with consumers on a personal level. This authenticity can foster stronger connections between the brand and its audience, ultimately driving loyalty and advocacy. Other brands have also embraced this nuanced approach to featuring their brand ambassadors: Chanel: Chanel's fragrance ads often feature brand ambassadors like Brad Pitt and Lily-Rose Depp in a manner that highlights their presence and personality without necessarily showing their faces directly, allowing viewers to focus on the mood and essence of the campaign. Rolex: Rolex frequently incorporates the hands of their brand ambassadors, such as Roger Federer and Serena Williams, in their watch advertisements, showcasing the elegance and precision associated with the brand . Audi: Audi's "Progress is never blending in" campaign features various celebrities, including Tom Holland and Brie Larson, in a manner that emphasizes their distinctive style and presence without fully revealing their faces.

Once upon a time, Onida was the envy of the consumer electronics market, its iconic Devil capturing hearts and dominating sales. However, as the sands of time shifted, Onida's once-mighty reign crumbled, leaving behind valuable lessons for today's marketing mavens. **Introduction:The Rise and Fall of Onida** Onida's journey began in 1981 when MIRC Electronics was established in Mumbai, with the launch of the iconic Onida TV in 1982. The brand quickly rose to prominence with its memorable tagline, "Neighbour's Envy, Owner's Pride," captivating the hearts of a generation. **1. Ownership Over Advertising** One of Onida's critical missteps was relinquishing control of its brand identity to ad agencies. Frequent agency changes led to inconsistent messaging and brand confusion. The lesson here is clear: while agencies aid in strategy, ultimate brand ownership must reside within the company. **2. Celebrity Endorsements and Brand Visibility** Onida's failure to leverage celebrity endorsements and sponsorships cost them dearly in brand visibility. Unlike competitors who enlisted recognizable faces like Amitabh Bachchan and Amir Khan, Onida lacked a celebrity spokesperson to drive consumer appeal. This lesson underscores the importance of leveraging celebrity influence to enhance brand recognition. **3. Internal Turmoil and Organizational Miscommunication** Just as in the cases of Kodak and Nokia, internal discord proved disastrous for Onida. Turbulence among the company's owners led to organizational miscommunication, hindering the brand's ability to navigate turbulent market waters. This lesson emphasizes the importance of cohesive leadership and clear communication within organizations. **4. Quality Positioning and Brand Visibility** As foreign brands dazzled Indian consumers with advanced technology and superior quality, Onida struggled to maintain its position in the market. The brand's lack of visibility, compounded by its failure to associate with popular events like cricket, further eroded its market presence. This lesson highlights the critical role of brand positioning and visibility in a competitive marketplace. **Conclusion: Learning from Onida's Mistakes** In an era of rapid market evolution and fierce competition, Onida's downfall serves as a cautionary tale for modern marketers, brand managers, and business leaders. By heeding the lessons of Onida's demise—asserting ownership over brand identity, leveraging celebrity endorsements, fostering organizational harmony, and prioritizing quality positioning—today's enterprises can navigate the complexities of the marketplace and secure their success. **Call to Action: Seeking Expert Guidance** As you navigate the ever-changing landscape of the business world, remember that expert guidance can be your compass in uncertain times. Don't let your brand become another casualty of market volatility—equip yourself with the knowledge and expertise needed to thrive in today's competitive environment.

At Impactedia, we understand the significance of a robust brand strategy and are committed to helping businesses establish a powerful brand identity that resonates with their target audience. #Brand #BrandStrategy #Branding #IMPACTEDIA #Impact #Media

Facebook Brand Awareness Case Studies: Pandora During the 2017 holiday season, the jewelry company Pandora wanted to boost brand awareness in the German market. They also wanted to see if video ads could have the same success as their other Facebook ad formats. They began this experiment by working with Facebook to adapt a successful TV commercial for the platform. Here's a look at the original commercial The ad was cut down to a 15-second clip which shows a woman receiving a Pandora necklace from her partner. It was also cropped into a square size for mobile users. Pandora then ran the ad targeting German audiences between the ages of 18-50. It appeared in newsfeeds and as an in-stream video ad. Results:  According to the case study, the video campaign lifted brand sentiment during the holiday season, with a 10-point lift in favorability. While Pandora or the case study didn't disclose how they measured their favorability score, they note that the lift means that more consumers favored Pandora over other jewelers because of the ad. Financially, the campaign also provided ROI with a 61% lift in purchases and a 42% increase in new buyers. Takeaways Video can be memorable, emotional, and persuasive. While the case study notes that Pandora always had success with ads and purchases, the jeweler saw that a video format could boost brand awareness even further. In just 15 seconds, Pandora was able to tell a short story that their target audience could identify with while also showing off their product. The increase in favorability shows that audiences who saw the ad connected with it and preferred the jeweler over other companies because of the marketing technique. Part of Pandora's success might also be due to the video's platform adaptation. Although they didn't create a specific video for the Facebook platform, they picked a commercial that had already resonated with TV audiences and tweaked it to grab attention of fast-paced Facebook users. This is a good example of how a company can be resourceful with the content it already has while still catering to their online audiences.

Today was MIGHTILY special!! I discovered Marks and Spencer have a new set of super cute, delightful and delicious Percy Pigs 'You give me butterflies'. These are 'not just sweets...' These weren't the only butterflies in my day... even more excitingly... (though not as delicious)....I got to share the sofa and unpack the secrets of effectiveness with some truly incredible talent in our industry behind some of the most effective campaigns of 2023. My colleagues Helen Rowe, Simon Atherley and I kicked off the event with three effectiveness resolutions for 2024 inspired by last year's incredible Christmas ads. Rich Robinson - Head of Creative at M&S Food, the magic heart and mind behind the campaign that has supported M&S achieving its best Christmas ever, talked about the power of sticking with what works but at the same time keep it fresh and exciting. Frances Gibbs - Strategy Partner at The Gate London inspired us with fantastic examples of how insight can help you shape your brand's strategy, leading to ads that spring from it breaking through the walls of inattention to make meaningful connections with people. To really deliver transformational results everyone in the business needs to know the strategy to live that difference consistently. Nicole Dudley - Brand Manager Cadbury UK revealed the power of audience feedback on your campaign ideas and executions to give the business confidence in taking the more disruptive approach, she also explored the power of sticking with what works whilst also making some changes to increase impact. Cadbury's 2023 Christmas share gains and overall performance are mindbogglingly impressive! Mike Treharne - Head of Insight and Effectiveness at Leo Burnett UK brought to life how the importance of truly understanding your audience (because you aren't your audience) and explained how the agency is tapping into real life conversations where they actually happen (such as the barbers or the hairdressers) as a way to spark populist brand centric ideas that make meaningful and memorable connections with the brand. This really is scratching at the very surface of the conversation and not doing it justice at all. If you're curious to hear more (you should be, it was such a valuable conversation) then you can watch on demand here: https://lnkd.in/eVYPEc_d (I felt the purple butterfly was apt for you Nicole, particularly as I've already eaten all the hearts! I'm the one with the flower because that's what people used to call me as a kid, and the orange feels kind of close to my flame coloured hair). Dom Boyd Emma Jayne Paxton Rachel Evans Leonie Gates-Sumner Amy Cashman Gemma Flanigan

Differentiation, relevancy and a unique identity are crucial for your brand’s success. A brand positioning strategy helps you make sure your brand can be easily identified by its target audience and distinguishes it from other brands in the marketplace. It’s also an incredibly useful tool when marketing your brand to your potential audience and ensuring that they know exactly what value you provide them. Here are the essential elements of a successful brand positioning strategy. https://lnkd.in/e999x2CQ #brandstrategy #branding #brandpositioning #business #marketing

Snoop Dogg Smokeless Fiasco: A Battle Between Brand and Sales in Marketing The Solo Stove smokeless fire pit campaign starring Snoop Dogg had all the makings of a viral sensation: a beloved celebrity, a seemingly shocking life change, and a clever reveal. Yet, what began as a bid to boost brand awareness ended up leaving a trail of confused consumers and a CEO ousted from his position. This saga serves as a cautionary tale in the ongoing battle between brand building and short-term performance in marketing. Brand vs. Performance: A Delicate Dance Solo Stove's initial intent was clear: leverage Snoop Dogg's immense cultural cachet to catapult their brand into the mainstream. The "giving up smoke" stunt, shrouded in ambiguity, generated buzz and intrigue. From a purely brand perspective, it was a masterstroke. National headlines, social media discussions, and countless memes cemented Solo Stove in the public consciousness. However, where brand awareness soared, sales figures sputtered. The campaign, while captivating, failed to translate into the desired "sales lift." This disconnect highlights the inherent tension between brand-building exercises and immediate performance metrics. While generating buzz is crucial for long-term brand health, shareholders often demand tangible results in the short term. The Deception Dilemma: Trust at Stake The campaign's ultimate downfall stemmed from its reliance on deception. While Snoop Dogg's manager downplays concerns about misleading the audience, the element of trickery ultimately eroded trust. Consumers, particularly Snoop's core fanbase, felt duped. The carefully crafted "seriousness" of the announcement only amplified the sting of the reveal, leaving a bad taste in many mouths. This episode underscores the importance of authenticity in marketing. Building trust with consumers requires transparency and genuineness. While creative campaigns can push boundaries, resorting to outright deception can backfire spectacularly, as Solo Stove learned the hard way. Lessons Learned: Beyond the Buzz The Solo Stove saga offers valuable lessons for marketers navigating the ever-evolving landscape of brand building. While generating buzz and grabbing headlines is tempting, it's crucial to ensure such tactics align with a brand's core values and target audience. Chasing virality without considering long-term brand equity and consumer trust can lead to disastrous consequences. Ultimately, the Solo Stove campaign serves as a stark reminder that the battle between brand and performance is a delicate dance. Striking the right balance between short-term gains and long-term brand health requires a strategic approach that prioritizes authenticity, resonates with target audiences, and delivers tangible results, without resorting to gimmicks or deception. Only then can brands achieve true success in the competitive world of marketing. #snoopdogg #marketingnews #salesandmarketing #marketingagency

Sometimes, two brands are better than one. Like these recent brand partnerships: - Dunkin' x Scrub Daddy, Inc.: Launched co-branded, donut-shaped sponges that sent the internet into a frenzy. They even promoted the launch by "glazing" the new sponges. It was *chef's kiss.* The partnership is so beloved, it has a 98%* positive sentiment rate on social. - Busch Light (Anheuser-Busch) x Crocs: Dropped Busch Light-themed Crocs, just in time for summer. This partnership also has a 98%* positive sentiment rate on social (not a bad day to be Busch Light, eh?). Though Crocs usually partners with kid-friendly brands, this 21+ partnership proves they know their audience—specifically how much they love day drinking in Crocs. 😎 - Airbnb x all our favorite icons: In their latest campaign, Airbnb used music, film, television and art icons to bring magical experiences to their guests. A fan favorite is the Up House (complete with 8,000 balloons). Posts announcing the partnership gained over 100K likes on Instagram and TikTok. The experience is already sold out, but the story was picked up by major outlets like Time and CNN. Tell me: What are your favorite brand partnerships right now? Read Team Sprout's entire #PostPerformanceReport lineup for more examples: *Source: Sprout Social, Inc. Listening data

Building Brand Love in a Crowded Marketplace The marketing landscape is a battlefield, overflowing with shouting voices vying for our attention. But in this cacophony, how do you make your brand stand out? How do you create customers who aren't just satisfied, but who are fans – the kind who not only buy your product but rave about it to their friends and family? The answer lies in ditching the transactional approach and building brand love. 🤔 Why Brand Love Matters: Think back to your own buying habits. Do you have those go-to brands that instantly come to mind when you need something? Maybe it's Nike for sneakers or Starbucks for your morning coffee ritual. Building that kind of brand loyalty is powerful. It translates to repeat purchases, positive word-of-mouth marketing, and a community of enthusiastic supporters. Here's the thing: Forget the myth that brand loyalty only comes with decades of history or VC funding. Today's consumers are a different breed. Yes, some stick with what they know, but many actively seek out brands that resonate with them on a deeper level. The Formula for Brand Love: ➡ It Starts with a Great Product: This is the foundation. You can't build a loyal following on subpar offerings. Your product needs to deliver on its promises and solve a real problem for your customers. ➡ But Don't Stop There: Tell Your Story People connect with stories. Share the story behind your brand. What inspired you to create this product? What values does your company stand for? How are you making a positive impact? Authentic storytelling fosters emotional connections and makes your brand relatable. ➡ The Human Touch: The Power of the Entrepreneur In a world of faceless corporations, consumers crave authenticity. Let them see the real faces behind the brand, especially the entrepreneur driving the vision. Show your passion, your dedication, your human side. People want to connect with the person steering the ship, not a stock photo model. Ditch the staged videos and let your personality shine through! I've noticed Ghazal Alagh, Co-founder of Mamaearth, in all their ads. Do you see the shift? Brands used to rely on celebrity endorsements, but now founders are taking the spotlight, engaging directly with their audience. ➡ Building a Community, Not Just a Customer Base: Think beyond the sale. Create a space where your customers feel valued and connected. This could be through social media engagement, loyalty programs, or exclusive events. By fostering a sense of community, you turn customers into brand advocates, strengthening your brand love. The Takeaway: Building brand love isn't about flashy marketing gimmicks. It's about creating genuine connections with your customers. 🤜 Now it's your turn! What are your experiences with brands that have built lasting connections with you? #BrandShift #DirectEngagement #BrandLoyalty

How the branding strategy helped #OldSpices overcome the status quo of "Grandfather's Brand" Old Spice, a traditional American brand known for traditional men's grooming products, underwent a successful rebranding effort in the early 2000s, revitalizing its market position and becoming a cultural phenomenon. Background: Old Spice faced challenges in connecting with younger consumers, stagnant sales, and increasing competition in the men's grooming business before redesign. Objectives: • Appeal to younger demographic. • Increase market share and sales revenue. • Establish modern, relevant brand in men's grooming industry. Strategy: Old Spice launched a comprehensive rebranding effort, which comprised the following important strategies: 1. Product Innovation: Introducing new product lines and formulations to meet the evolving preferences of modern consumers. 2. Repositioning: Shifting the brand's messaging and infographics to appeal to a younger, more dynamic audience. 3. Marketing Campaign: Launching marketing campaigns that combine humor, irreverence, and viral content to generate buzz and engagement. Execution: 1. The "Smell Like a Man, Man" Campaign: Old Spice partnered with advertising agency Wieden+Kennedy to create a series of iconic commercials featuring the character "The Old Spice Guy." These ads humorously emphasized the brand's masculine appeal and featured surreal scenarios that captured viewers' attention. 2. Social Media Engagement: Old Spice utilised social media platforms such as YouTube, Twitter, and Facebook to amplify its marketing campaign and engage with consumers directly. The brand responded to user comments and created personalized video responses, further increasing its viral reach. 3. Celebrity Endorsements: Old Spice collaborated with influential celebrities and athletes to endorse its products, adding credibility and relevance to the brand among its target audience. Results: The rebranding campaign exceeded expectations, bringing excellent results: 1. Sales Surge: Old Spice experienced a significant increase in sales, with some product lines reporting double-digit growth. 2. Cultural Impact: The "Smell Like a Man, Man" campaign went viral, generating millions of views on YouTube and sparking widespread discussion on social media. 3. Brand Recognition: Old Spice achieved unprecedented levels of brand awareness and recognition, establishing itself as a pop culture phenomenon. What are the lessons to be learned from their initiative? Old Spice's successful rebranding offers several valuable lessons for marketers like us: 1. Use creative thinking and humour to distinguish your brand and attract consumers' attention. 2. Use digital platforms and social media to connect with your audience in new ways. 3. To differentiate yourself in a crowded market, don't be scared to take risks and question conventional marketing rules. #Branding #Marketing Procter & Gamble #Culture