Andres Reyes

A really interesting case history on #brandstrategy. ““[Liquid Death] sees itself as a media company first and a product second,” observed Young. “The company’s CEO has said in multiple interviews that you can’t ‘own’ an ingredient like canned water, but it could own a unique brand, wrapped in a compelling package, with a bold point-of-view that speaks to a niche audience.” If this can not only be theorized but also successfully executed for a product most people would see as a commodity, how much more true this statement should be for categories with higher intangible value! #brandmanagement #branding #marketingstrategy https://lnkd.in/eaB8mMmw

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EA's Footfall reports are fed by the best in class mobile movement data, DemoStats and PRIZM. These reports help to quickly identify market opportunities and measure campaign results! Glad you could post the use case Michael Scida #canadiandata #canadiancampaigns #datadrivenactions #measurement #footfallincanada

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Just wrapped up an intense and rewarding RFP process to find new PR agency partners for some of our standout brands. While I’m not usually a fan of the traditional RFP, this time it felt right given the circumstances—and the results didn’t disappoint. We met with phenomenal agencies, both virtually and in person, each bringing their A-game and making the decision incredibly tough. In the end, it was the smallest details that set the winners apart. For those navigating similar waters—whether on the client or agency side—here are five insights I took from the process. 1. Vibe Check – This is paramount. If we’ll be working together frequently, a good culture fit is crucial. The account lead should absolutely be part of all presentations and calls – after all, we’re looking for a partner, not just an agency. 2. Budget Adherence – Stick to the budget. We set it with intention, and while we’d all love more flexibility, it’s essential to stay within scope. Offering “good, better, best” options is fine, but at least one should align with the stated budget. 3. Ask Questions – Even with a detailed proposal, there’s always more to understand. We provided an optional Q&A session and welcomed additional questions, even via email. Don’t hesitate to dive deeper – it shows commitment. 4. Creativity & Strategy – While every agency impressed with creative ideas, what stood out were those who shared their strategic framework. The “how” behind the idea is just as important as the idea itself, showcasing depth in thought and approach. 5. Meaningful Measurement – PR success metrics are always evolving. Go beyond impressions. We want to see how your agency defines and tracks success in a way that aligns with our brand’s goals.

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Today, with the vision of our Board of Directors and the creativity of our talented American Egg Board team, we launched our boldest initiative yet: The “Meant to be Broken” campaign.     We know that eggs play an integral role in helping consumers break out of routine and sustain busy lifestyles. But research shows our consumers often reach around them in refrigerators or limit them as only a “breakfast food.” Our new innovative, multichannel campaign aims to drive demand by expanding eggs into more meal occasions for a strategic growth segment of the population. "Meant to be Broken" will inspire people to rethink convention and rediscover the limitless ways eggs can support them in living their best every day, extraordinary lives.   But, this isn’t just a campaign; it’s a movement and a call to action. It's a rallying cry for our industry to think bigger, to act bolder and to not limit ourselves to the preconceived notions of where eggs can go and what they can do. To break all the rules. To, quite literally, break a few eggs. Our possibilities are endless. We are, as an industry, as a community of egg farmers, as a Checkoff, as agriculture: Meant to be Broken, too.   America’s egg farmers are encouraging everyone to express themselves through new kitchen creations, step out of their comfort zones, and embrace the mentality that the best things in life come from shattering what you thought was possible and putting the broken pieces back together. And if you need inspiration, we've got ideas by the dozen at Meanttobebroken.org. #MeanttobeBroken #eggs #Americaseggfarmers #LetsGo

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A new Nielsen report sheds light on the fastest-growing consumer demographic in the U.S. According to Jackie Liu of The Pollack Group, Asian American and Native Hawaiian/Pacific Islander audiences are a diverse powerhouse influencing culture and commerce. The report reinforces that understanding AANHPI communities requires nuanced insights beyond surface-level generalizations through data-backed trends and unique media habits. Jackie shares top takeaways on communicating authentically to diverse Asian audiences. Discover proven strategies for success by exploring the full report at the link below. 👇

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Thanks BrandStorytelling for having me be a part of this fun conversation on how we (brands) can break out and get noticed in todays modern, cluttered, digital content world!

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A top rule in marketing is build a strong brand image that customers identify with. Apple's new iPad ad was not terrible, but it was way off-brand. I bet many Apple customers play vinyl LPs and guitars. The point of the ad, that a variety of creative platforms are compressed into this new device, could've been conveyed in much better ways than showing things being crushed by a hydraulic press. Destroying things is not what customers see as Apple's brand. Always use a promotional message that's consistent with your #brand and builds trust with your customers and audiences.

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It's the most common (and often the most confounding) brief in CPG land: Modernize this heritage brand. Baked into this ask is the challenge amp up relevance for emerging audience$ while both honoring the brand's history and being cautious not to alienate the loyal consumers that reliably have bought its products for years on years. Smart brand builders — cue Shani Seidman and team — first look inward to identify the ideas, stories, and codes that have mattered most in the brand's history. These elements provide the structure that ensure new expressions of the brand are grounded, connected, and true. Only from here can one begin to write the next chapter. https://lnkd.in/g6AkTy3K

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NUMBERS DON’T LIE: Retail Media is on the rise. At this years #possible24 the continued rise of retail media wove its way through plenty of on-stage conversations. From Diana Haussling discussing how Colgate-Palmolive is addressing a true omni-channel approach, to Vinny Rinaldi, Evan Hovorka and Dave Kersey discussing how budgets are blending outside of just trade dollars into the RMN eco-system. Newly released data would indicate that the opportunity is in fact at hand for brands, agencies and retail media groups to collectively drive sales against working ad dollars. So how does that change the potential mix of media and who benefits the most? Leave an opinion in the comments below 👇 #retailmedia #marketing #mio https://flip.it/SBmQgk

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We've assembled a panel of amazing business leaders to discuss how brand accelerates business growth. Please join us for this free webinar!

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Good read

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Tell me you haven't updated your bio photo since 2016 without telling me ;) I'm excited to be gearing up for tomorrow's discussion with Brand Innovators. It's quite the deep-cut topic - Marketing teams marketing... well, marketing organizations. I can't wait to dive in. #b2bmarketing #brandinnovators #marketingagencies

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How are Gen Zers thinking about their finances, shopping habits, or health and wellness? Don't miss this new report from Mars United Commerce to gain "in their own words" insights provided by Gen Z members across the company. Discover their findings and recommendations for brands for effectively reaching this young demographic: https://lnkd.in/eV2EzRPc #GenZ #shopperinsights #brandstrategy #bestpractices

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#CauseAndEffect #BurdenOfProof #BetterSafeThanSorry Unsolicited advice for advertisers making claims about net-zero emissions, bamboo products, or recyclability: Until there is clarity on what qualifies as an “internationally recognized methodology,” it’s probably best to stop making environmental claims - not just in the oil and gas sector -, or have a chat with legal.

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A recent article from the AMA highlights a critical insight: many U.S. consumers feel ignored by advertising. In a digital landscape that is overflowing with content, personalization and genuine connection are key. As marketers, it's time to rethink our strategies! Understanding your audience and engaging them authentically can transform your marketing efforts. Let's focus on creating experiences that resonate and make consumers feel seen and valued. One size fits all doesn't work anymore. At shyft digital we talk lot about adapting your approach to connect authentically with your audience. I’d love to hear your thoughts on your approach!💡✨ Read the article here:

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Tim Walz and JD Vance may be running for VP from opposite political parties, but they’ve got one thing in common—Diet Mountain Dew! PepsiCo heard the news and didn't miss a beat, running an ad ahead of the debate that serves up a bipartisan nod to both sides. In a time when brands tread lightly around politics, Diet Mountain Dew’s bipartisan appeal is refreshing, proving that even during heated debates, there’s still something we can all agree on. 🔗: https://bit.ly/484a7eN #DietMountainDew #Advertising #Marketing #DigitalAdvertising

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