Aliza Freud

How do brands most effectively work with creators? It’s a hot topic, and I had the opportunity to dive into it with mega creator and NYC icon Ocky during our fireside chat during Advertising Week NYC. Watch the full conversation here: https://lnkd.in/dsnmGPJW The key to success? Finding the perfect balance between brand goals, storytelling, and creator authenticity. We’ve partnered with Ocky on high-impact campaigns for Scream VI, Teenage Mutant Ninja Turtles, and A Quiet Place: Day One, and each time, it’s been that balance that’s made the magic happen. Shoutout to Creator Economy NYC for being an incredible partner for our fireside chat, and to the growing, vibrant NYC creator community that’s raring to go! What do you think is the key to successful brand-creator partnerships? I’d love to hear your thoughts! #CreatorEconomy #BrandPartnerships #AdvertisingWeek #ContentMarketing #InfluencerMarketing #QYOU

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As every brand promises to inundate us with personalized and highly optimized content – where will consumers’ preferences shift? When anything becomes commoditized and ubiquitous, humans tend to crave the opposite. Is the ever popular "creator economy" evolving into a "meaning economy”? This intriguing topic is explored in Scott Belsky’s latest edition of Implications.com. It’s a topic that isn’t new. The meaning economy has been spoken about since 2010 – and it's leaders like Scott that remind us not be complacent about it.   From a marketer’s perspective, I'm curious to hear from my colleagues -- what has to change with branding and marketing in order to tell a more meaningful story? If content is free and abundant, how do we stand out to consumers?

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💰Capitalism is complicated 🤑 It’s expanded economic opportunity for a variety of groups, but it also serves a system of oppression in itself. Now, more than ever before in capitalist history, consumer buying power is more diverse as communities of color are looking to engage with brands that make them feel seen, heard and valued. And they are ready to intentionally make choices of where NOT to spend their money when they don’t see themselves included in a brand's marketing. Whatever you believe the role of government should be in supporting communities, corporations do have a place and responsibility to the constituents, customers, stakeholders and importantly the employees they serve. Corporations that prioritize #culturalcompetency, not just diversity, will lead financial performance, consumer loyalty, employee satisfaction and corporate brand reputation. ++++++ Hi 👋🏽 I’m Mariam, founder of Chatterbox Consulting, an #inclusivemarketing and communications consultancy for brands who won’t keep quiet. I specialize in helping brands create business impact, build communities and drive engagement by authentically centering, celebrating, and serving the needs of underrepresented audiences. 💌Reach out & #LetsChat about how to evaluate and create culturally competent content and campaigns for your brand.

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Pitching to Win vs. Solving the Problem... What a privilege I had moderating this Advertising Week panel with Suzanne Barbosa of Atlantic New York, AAR Partners' Lisa Colantuono, Ben Grossman of Doner & Grubhub's Marnie Kain. Key Take-Aways: 🤏 Start Small: Brands don't always have massive, world-changing, Cannes-winning needs. Small challenges give the right agency a chance to demonstrate value/fit, and open the door to solving bigger challenges. 💡 Beyond the brief: While it's incumbent upon a client to be specific in a brief, agencies have the objectivity to uncover problems beneath the client-perceived issues. Dig. ⚡Flash doesn't replace expertise. Stunts may work in some scenarios, but rarely do they start a win-win relationship (or even win the pitch at all). 🙏 Sincerest thanks to these pros for a truly engaging, practical session. #AWNewYork24 #advertisingweek #advertising

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Legendary brands possess the following (Skip to #3): 1. End-to-end brand experiences that never leave audiences hanging. Anywhere. Ever. Always a CTA. An action. An experience fulfilled. 2. A platform agnostic loyal following built on community 3. A frequently executed tangible component #becomelegendary #befarfromtimid #themartinagency #legendarybrands #papajohns

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Two very different perspectives -- I too grew up without a dishwasher - True Asian Habits As an adult, I still wash and dry pots and pans as I cook, and the family or guests use the dishwasher for service. https://lnkd.in/eZ72rTzn Rory Sutherland: Why You Should Buy 2 Dishwashers Similar concept to how you sell an Eskimo a refrigerator: to keep food and beverage from freezing. https://lnkd.in/eE_yZATJ

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Adding value is not the same thing as broadcasting values. Causes shouldn't just become this week's content. We've all rolled our eyes as brands have competed to 'out woke' one another. Which one could hop onto a bandwagon more quickly and convincingly? What was the flavor of the month - racial justice, religious harmony, pinkwashing, greenwashing, rainbow-washing or some combination of the above? If brands and businesses aren't prepared to take the flak for a provocative point of view, if they don't have answers about how their purpose or values are reflected in their everyday work and structures, then it's best to steer clear of tricky topics. Tokenism will get you trolled. Nisha Qureshi's article in afaqs! explores the limitations and contradictions inherent in brands attempting to be woke and stay woke. #brand #brandbuilding #brandpurpose #causevertising #brandsgoingwoke

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If your customers have a pulse, then they have emotions. This article is almost 9 years old, yet it still holds the key to what’s holding a lot of companies back. “Our research across hundreds of brands in dozens of categories shows that it’s possible to rigorously measure and strategically target the feelings that drive customers’ behavior. We call them ‘emotional motivators.’ They provide a BETTER gauge of customers’ future value to a firm than ANY OTHER metric, including brand awareness and customer satisfaction, and can be an important new source of growth and profitability.” It’s not “new” any longer. A shift is happening. #brand #creative #customerexperience #emotions #beyondthebot https://lnkd.in/euwMST4u

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Must read on the convergence of commerce, creativity and entertainment. “There is no longer a linear purchase journey,” Jill Toscano. “And we believe that every opportunity is a moment for serendipitous discovery. And when you understand that brand storytelling and retail performance don’t have to be at odds with one another and are in fact most powerful when paired together, then we can seize the opportunity to both inspire and sell.” #networkedexperiences https://lnkd.in/ecKTyMDs

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🎨 Color the World with Inclusive Marketing! 🎨 At SOL Social Media, we believe in celebrating all voices. Learn how to create campaigns that reach and resonate with diverse audiences. 💬 Key Strategies for Inclusive Marketing: 🌍 77% of Gen Z consumers say diversity impacts their purchasing decisions, making it crucial to reflect diverse values in marketing strategies. 💡 Using inclusive language can broaden your reach and make all users feel welcome, fostering a sense of inclusiveness and belonging. 📊 Brands that prioritize diversity see a 19% higher innovation revenue, leveraging diverse perspectives for creative and strategic advantage. 🌐 Incorporating diverse representation in visuals and content increases relatability and resonance with diverse audience segments. ❤️ Cultivating an inclusive brand image builds trust and loyalty among diverse consumer groups, enhancing brand reputation and customer retention. Unlock the power of inclusivity with SOL Social Media! 🌟 #DiverseVoices #InclusiveSocialMedia #SOLSocialMedia

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It’s interesting to see how Gen Z’s preferences are pushing the boundaries of out-of-home (OOH) advertising. With platforms like Anvara looking to tap into on-product campaigns, we’re seeing a shift toward ads that feel less forced and more integrated into everyday experiences, like coffee cups or pizza boxes. This could be a game-changer for reaching younger audiences who are increasingly tuned out by digital ads. Instead of competing for attention on crowded social media feeds, brands might find more success in creating meaningful, real-world interactions in spaces where Gen Z is already engaged. #GenZMarketing #OOH #PlaceBasedMedia

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Maybe measuring last click isn’t the best way. It’s actually archaic and only building growth for Big Tech, and not your company. “Our research across hundreds of brands in dozens of categories shows that it’s possible to rigorously measure and strategically target the feelings that drive customers’ behavior.” If marketing is in the business of selling something… and we know we all buy things based off a myriad of emotions… then maybe it’s time to start measuring something else. It’s not rocket science. It’s emotional science. https://lnkd.in/euwMST4u #brand #marketing #storytelling #video #controlthenarrative #emotionsells

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Just read in the EMARKETER article: "The role of the CMO has completely shifted to be equally focused on tech, data, analytics, creative, and culture." I can fully relate to Raja Rajamannar, CMO at Mastercard, in this approach. 1️⃣ Tech Today’s CMOs must navigate a complex landscape of technology. My team, for instance, uses around 30 tools in our stack, each serving different purposes. Mastering these tools is essential to optimizing processes and driving results. It's no longer enough to be a good marketer. You need to leverage tech for efficiency and scalability. 2️⃣ Data Every marketing initiative begins with gathering data. Whether it's users' characteristics, customer behavior or market trends, data is the raw material that fuels everything else. 3️⃣ Analytics Raw data, however, means little without analytics. Understanding what you want from the data, creating correct and easy-to-use dashboards, incl. with predictive analytics, provides that 360-degree view of what’s happening. It takes time to learn tools like Power BI or Amplitude, but once mastered, you can make data-driven decisions just by glancing at a graph. Many innovative things were born and passed to the product dep thanks to analytics. 4️⃣ Creative Creativity isn’t about "let's do smth cool/expensive/AI/whatever just because we want it." It’s the key to boosting engagement, making your brand known and stand out in a crowded market and, as a result, increasing sales. This blend of analytics and creativity is what drew me to the CMO role — it’s a perfect balance of strategy and imagination, which I absolutely love. 5️⃣ Culture Culture is often overlooked by marketing heads, though it’s the foundation. While building culture is sometimes attributed to HR, I firmly believe it should be a joint effort between HR, Marketing, and, most importantly, top management. After all, marketing is about shaping or re-shaping perceptions, both internally and externally. #CMO #marketing #marketingchallenges #CMOrole #CMOinsights #strategy #CMOlife

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Go-to-Market Strategy: the art of stating the obvious and still getting it wrong When Coca-Cola Spiced was launched, Shakir Moin, chief of marketing, Coca‑Cola North America, said “We’re disrupting our ways of working to be faster than what the market expects of us. The mindset is that we’re a 137-year-old startup focused on bolder, faster, fewer innovations that delight consumers and create growth for the company.” Coca-Cola and Sonos aren’t startups. They might reconsider their rush to adopt startups’ “go-to-market” strategies or face having to start over. My latest Free to Disagree column in Campaign Canada: https://lnkd.in/e9m8A6Wk

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My series on storytelling continues. In today’s fragmented world, crafting a meaningful brand story is more crucial than ever. Brands that connect deeply with their customers through authentic storytelling thrive. Here are three shining examples: Dove's Real Beauty Campaign: Dove celebrates real women of all shapes, sizes, and ethnicities, challenging traditional beauty standards. This inclusive narrative resonates deeply, fostering a strong emotional connection. Nike's Inspirational Athlete Stories: Nike highlights athletes overcoming immense challenges to achieve greatness. These stories of resilience and determination inspire and motivate, creating a powerful and relatable narrative. Airbnb's Unique Travel Experiences: Airbnb focuses on creating unique and meaningful travel experiences. By sharing memorable host and guest stories, it fosters a sense of community and belonging, differentiating itself from traditional hospitality. Meaningful storytelling transcends marketing. It builds lasting emotional bonds, driving engagement and loyalty. That begs the question, "How is your brand leveraging storytelling to connect with its audience?" Check out today's blog post about these impactful brand stories: https://lnkd.in/dBvbwHBf #BrandStorytelling #Marketing #CustomerEngagement #BrandLoyalty #Dove #Nike #Airbnb #PR #advertising #events #sports William Ryan Jeffrey Belk Bob Christopher James Richey Craig Walker Cari Goodrich Marc Magliano Jeremy Toeman Jason I. Soto Kenny Eliason Miles Lee Jamie Schwartz Elizabeth Lopez, MBA Mark Pinnes Heather Brown Zachary Miles, Esq. Joshua Leavitt Tony Loiacono Jim Marra Grenache Association Nicole Rodrigues Nicole Sierra Rolet Xavier R. Rolet Thomas McCarthy-Howe Jeff Pulver Jeff Whitlock

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Consumerism and investor advocacy are two key non-regulatory drivers that, as they hit companies where it hurts most, their wallet, have created very powerful incentives to adopt cleaner practices/technologies. If companies do not move with the times, their competitors will run away with the pie. Consequently, 'going clean' is becoming a prerequisite to remaining competitive. By offering green(er) products and services, companies are generating brand equity that reduces the cost of customer acquisition while at the same time opens up new customer segments, increasing their market reach. With one third of global consumers stating they are willing to pay up to 25% more for greener products, margin expansion is on the agenda too. So, consequently, adopting (viable) means of improving a company's environmental footprint can now be judged in terms of risk/reward, cost/benefit, and ultimately in terms of ROI. The conversation is therefore changing, and the market for 'green enablers' is building momentum. There is one caveat: solutions have to be viable. This means that initiatives such as publishing the outcomes of a #lifecycleanalysis or #productcarbonfootprint will rely on cost efficiency. With #LCAs currently costing up to $50,000 per product, it is clear that companies will think twice before they commit to doing this. So this is where innovators like KLER come in. Their offering delivers LCAs and PCFs at a fraction of the cost quoted above (>>100 times cheaper) and in a fraction of the time (days versus months). Moreover, by using a science and technology driven approach, and by ensuring the methodology is compliant with ISO and other standards, KLER delivers a very significant ROI in enabling companies to viably produce green label claims. Jason Saunders Brian P. Benene John Cornfield KLĒR Gabriel Erdelyi Steven Fish Frank Schwarz Wim Brilman

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In today’s market, brands are not only marketing to minority consumers; they are also building meaningful and authentic relationships. With the increasing buying power of diverse groups, brands are leveraging tailored strategies and inclusive initiatives to engage minority communities. Here’s how: 1. Culturally Relevant Campaigns: Brands are creating campaigns that resonate deeply with the values and cultures of minority groups. For instance, Procter & Gamble’s “The Talk” and “The Look” campaigns successfully tackled issues of racial bias and earned widespread recognition, generating millions of views and sparking conversations nationwide. 2. Representation Matters: Companies are investing in diverse talent, both in front of and behind the camera. Nike’s collaboration with Colin Kaepernick was a powerful move that addressed social justice, resonating with Black and minority communities and ultimately leading to a $6 billion increase in brand value. 3. Community Engagement: Brands are not just telling stories; they are part of the story. Target has committed to spending over $2 billion with Black-owned businesses by 2025 and has launched initiatives to elevate and support underrepresented entrepreneurs. This commitment is measured through progress updates, helping to build lasting trust. 4. Inclusive Product Lines: Offering products that cater to diverse needs is crucial. Fenty Beauty disrupted the cosmetics industry by launching 40 foundation shades (later expanded to 50), setting a new standard for inclusivity. Within the first month, the brand reached $100 million in sales, demonstrating the impact of addressing gaps in the market. 5. Community Investment: McDonald’s has partnered with Historically Black Colleges and Universities (HBCUs) through the Black & Positively Golden Scholarship Program, awarding scholarships to students and showcasing real impact stories that inspire others to invest in education. These techniques aren’t just about marketing; they are about relationship-building rooted in authenticity and sustained investment. Brands that understand and act on these strategies often see measurable returns, from increased brand loyalty to greater revenue. #InclusiveMarketing #DiversityAndInclusion #BrandStrategy #RepresentationMatters #CommunityEngagement #CulturalMarketing

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What is SGE, and what does it mean for higher ed marketers? Search Generative Experience employs advanced machine learning techniques to produce organic search results and recommendations that are customized to the unique needs and preferences of each user. SGE "provides 'AI Overviews' in response to certain keyword searches in the form of interactive bubbles above traditional organic search results." Why should we care? Carnegie lays out exactly how higher ed institutions can use this tool to their advantage. #SGE #AI

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