Kaczmarczyk Stefan

#Consumerinsight#products#brands#Marketing When the insight came, it appeared in a different form, and from a different direction than we expected. This is one of the tricks of insights. This is why we fail to recognise insights. Simple solution to capture insight listen with all 5 senses open and focssed.

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It has been a long time since I attended a top-notch marketing conference and MAD//Fest London did not disappoint. It was a seriously impressive event packed full of fantastic and thought provoking content, at a super-cool venue with fantastic food and great cocktails 🍹 3 things that struck me the most: 1. AI, AI, AI: all marketers need to understand and know how to use it; it’s not going to replace us; instead it can be an awesome co-pilot and will be especially useful for small businesses without big budgets. 2. The importance of marketing fundamentals: strong strategic direction, brand positioning and differentiation, balancing the long with the short term and seeing marketing as an investment in value and not a cost - ignore these at your peril. 3. It pays to support mental heath in the work place. For every £1 invested in supporting mental health at work, employers get an average of £5 back. Thanks Ian Maskell and @Luke Wilcox for the ticket and great company. #madfest24

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Wouldn't life without learning be dull? Staying ahead in the dynamic world of Marketing means continuous learning, however long you've worked in the industry. In fact, ESPECIALLY for those 'long serving' Marketing leaders amongst us. As part of my ongoing learning, I've just completed the Driving Digital Marketing Strategy programme at INSEAD, one of the world's leading institutions in executive education. After 8 weeks, I feel inspired, provoked and equipped with the very latest, cutting edge insight into how brands must now behave to win, how Marketeers must now act to succeed, and how CMOs must now lead for transformative business and organisational growth. After all, there really is no such thing as Digital Marketing.... it's now just Marketing in today's modern world. Thanks to the exceptional faculty at INSEAD, and to the cohort of global leaders, who made this journey so enriching. #digitalleadership #drivingstrategy #futureofmarketing #continuouslearning #CMO

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💪🏻 Better collaboration between brands and retailers is the key to success for everyone to collectively win. 💪🏻 A big part of that collaboration takes place during Joint Business Planning (JBP) but there is no clear standard practice around how to execute a JBP and after interviewing both brands and retailers there is still some confusion around who to talk to and how to get to the best outcome. The Digital Shelf Institute partnered with Microsoft Advertising to dive into this topic and create a pre-work checklist and templates for brands to use in their JBP conversations. A few key takeaways from the report: ✳️ Some brands have a separate JBP for retail media and the broader business which creates a lot of confusion for the retailer and also creates a disjointed process for the brand and unclear budget allocation. 💫 Best practice is to have one cohesive omnichannel JBP. ✳️ eCommerce can be an afterthought in some JBP processes but 💫 it needs to be included from the beginning ✳️ Retailers have difficulty understanding who to talk to from the brand side and how to navigate. 💫 The more brands can provide a clear map of who is involved int he process and who owns each element the easier the collaboration will be. ✳️ Brands are looking for more creative ways to collaborate with the retailer and want to discuss those in the JBP process. 💫 This is an opportunity for retailers to share any new omnichannel opportunities or test and learns with brands. Nate Pinkston and I also dive into how smaller brands can get the attention of their retailer partners, and who to involve in the JBP process... ⭐️ To view the template, hear perspectives from brands and retailers and read the full report, click the link in the comments👇🏻 #jbp #jointplanning #digitalshelf #commerce #content #ecommerce #omnichannel

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Great read on corporate communication! The Barclays 'Big Bank' case study offers valuable lessons on the importance of aligning brand image with community needs. A powerful reminder for leaders: never underestimate the impact of public perception and trust in communication strategies. Check it out if you’re interested in learning how strong messaging can sometimes backfire—and how to avoid it.

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Resolving this issue is straightforward if the screen has remote diagnostic capabilities, enabling real-time updates to match in-store merchandising changes. Key to this is establishing a strong communication loop between store teams, head office, and the technology provider. I encountered a similar challenge 12 years ago during a European roll-out of digital and interactive signage for the consumer electronics sector. A core issue was stock levels impacting planograms, leading staff to adjust merchandising on the fly. Coordinating these changes from the shop floor to head office and the tech supplier is crucial to delivering a consistent, connected shopping experience. Digital signage should reflect the actual in-store setup to maintain brand integrity and customer engagement.

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Creating a shared vision is essential for successful organizational transformation. Instead of just presenting a vision, executives should engage stakeholders collaboratively in its development, ensuring it resonates across all levels. This inclusive approach fosters ownership and aligns diverse teams towards common goals. A compelling vision not only communicates the desired future but also instills a sense of purpose, guiding daily decisions and actions. As transformation unfolds, continuous dialogue around the vision can adapt to challenges, reinforcing commitment and resilience. Ultimately, a well-crafted vision serves as a beacon, illuminating the path to transformation and driving sustained organizational success.

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Looking forward to sharing the stage with the fab Dave Lütkenhaus and headline how at Diageo, we are bringing together science and marketing to create meaningful sustainability progress. In this short keynote presentation, we will cover how we are approaching closing the Say-Do gap for consumers, to convert intent to make more sustainable choices, into action. Spoiler alert - it's up to business and brands to provide better options that create a triple win for planet, people AND profit. We cannot comms-our way out of climate crisis. We must create better solutions in pursuit of good growth, with no compromise for any stakeholder.

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As marketeers, it’s our job to make sure sustainability is woven into everything we do, not as a one-off, but as an ‘and’, not an ‘or’.   So how do we support the Diageo Marketing community to talk about sustainability in a way which is accurate, true and authentic?   Sharing my thoughts in the @MarketingWeek article below   #Sustainabilty #Marketing #Creativity 

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A brilliant listen for those in Brand & Marketing (or anyone really). I still live by my B.B.E (Big Budget Energy) mindset, and talk about it daily, to anyone who will listen. I’m so passionate about this way of thinking and how it’s been critical in unlocking my best creativity. 🧠 Lovely to get a shout out from Jeremy May too 😊 #MarketingPodcast #BrandMarketing

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What do you know about consumers of your brand in convenience? In this video we share the latest insight on the convenience shopper. This data is comes from over 12,000 symbol and independent convenience stores across millions of transactions. By far the largest data set in the industry. If you want to sell more for your brand in convenience by setting strategies that are based on what's really happening, get in touch. Thanks to Gerry and Peter for their partnership with us at Thumbprint to deliver actionable insight that's making a difference to brand sales via Pinpoint. #epos #convenience #consumerinsight

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Instead of trying to change yourself, which is often difficult, focus on improving your existing skills and the way you perform. By doing this and accepting tasks that align with your natural work style, you can elevate yourself from an ordinary worker to an outstanding performer.

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With the total package, you'll get the Full View™ of consumer behavior. Data is powerful, but it's the whole story it tells that matters most. NIQ & GfK's integration means we can provide you with holistic insights across online marketplaces, supermarkets, and stores. Measuring over 97% of the world’s GDP and with operations in 95+ countries, we’ll provide you with the most complete and trusted view of consumer intelligence, arming your next strategic decision. With us, you’ll get the Full View™ of the Consumer. The total package. Learn more here: 'https://ow.ly/trUl30sFI9x #TheFullView #NIQandGfK

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On occasions where people drink Rum, what other spirits do they drink? and how do they mix? Based on 57,678 survey respondents to Growth Scope - Australia's premier source of liquor intelligence. Reach out to understand your category, retailer or brand a little better, and help your brands to perform a little better.

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DigitalX, will not only help to gain a footing in new trends and innovations, but to understand how to apply those insights within your business. Looking forward to this event and being on the panel to discuss Tailoring your Customer’s Journey with Hyper-Personalisation https://lnkd.in/eBcS5M5J #digitalx #retailx #marketingtrends

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One look at the promo leaflet of a category and it tells you the extent to which players are willing to grab the last bit of the volume… all the while eroding value for the customer and themselves AND without the context of real category growth/decline - Getting more buyers to the aisle through proper, noticeable marketing might require same/less/more amount of money… but it only builds gradually. This is where, in my view, the “grit of the p&l” is tested. -The interesting part is, promotions are usually thought to give instant volume uplift; where it gets complicated is when every brand agrees to spend more on undercutting price… and race to the bottom. Customers/retailers are usually happy to accept it… since most might work on a cash principle than margin% -relative pricing/pricing gaps and its relation to volume realization is real… but there are brands that due to their sheer size can establish new floors and gap ranges… but then again needs time (marketing: basics and innovation) -some level of promo competitiveness is a must… no denying that… but when it fast becomes a reaction tool, that is when I believe most managers lose real control -one path is reactionary other is leadership. Or as Simon Sinek says “finite” vs “infinite”… one is of instant gratification the other takes grit Enough literature out there to support either of the approaches, but long term trends will always show growth only being sustainable when you drive category growth. No insights here, just me being mildly unhinged after looking at the flyer across a few categories… Have a good weekend ahead…

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Just achieved in 10 weeks time, the Mini MBA Management with Mark Ritson & Helen Edwards and I can encourage my Marketers fellows who are interested to move onto GM roles to attend, as it gives a good frame to think as a CEO, eyes opening on different way of leading as with Raj Sisodia on the Conscious Capitalism, revising the purpose of business into profitable solution to people and the planet. A special thanks to Moira Creedon, teaching the Financial Management and Statements in a so easy way to provide understanding and tools around the share holder value attention. https://lnkd.in/d24zGRs4

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