Dana Allen

💥 What are the toughest lessons that transformational leadership threw at you? 💥 This last hour reminded me why I’m soooo proud of my ex-Avon family and the journey we’ve been on together. Today, Odgers Berndtson (thank you Katie Thomas) brought over 100 execs from Hong Kong to New York to hear Avon’s transformation story—one I’m honored to have lived and to share again, 10 months after closing this incredible CEO chapter. 💖 Here are some of the (sometimes hard-won) lessons I shared today: 🔹 Transformation is not a one-time thing. It’s an endless evolution. This isn’t a quick fix; it’s a full-on reinvention, more often than you’d think. 🔹 Kind leadership? It takes guts and heart. You’ve got to be the player and the captain, the cheerleader and the challenger. Balancing service to your people with driving real results. 🔹 Tradition and innovation? We need both. Avon’s high-touch brand stays true, while expanding from door-to-door to over 2,000 stores globally. Keep the core; evolve to meet the new. 🔹 Strategic doers lead by doing. No ivory tower strategists here—we’re right in the trenches, sleeves rolled up, adapting on the fly. 🔹 Celebrate wins and wipeouts. Both success and failure fuel growth. No shame in stumbling; each stumble’s a lesson. 🔹 Exhausted? You bet. Hard work is tiring, but here’s the trick: fuel your energy daily. Make time for joy, rest, and the little things that keep you inspired. A leader’s life is full of highs, lows, laughs, and (yes) tears. Embrace every moment—live with purpose and passion. What does it take to keep going? Joy, resilience, and a purpose worth waking up for. Here’s to my beloved Avon community, led now by the amazing Kristof Neirynck, and to all the bold leaders out there. Keep pushing the limits! #AvonTransformation #LeadershipJourney #PurposeDrivenLeaders #ABetterWorlforWomenisaBetterWorldforAll

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HOW TO SAVE PELOTON: As I Said 5 Days Ago. Peloton needs to go PRIVATE; their survival depends on it. Ironically, struggling brands get more damaged by staying in the public view. However, it isn't enough to take Peloton private. You need to step back and take a good, hard look at what is working and what doesn't. Here are three areas that need to be revisited by prospective PE buyers. Brand Positioning: Is it going in the right direction? How much damage have they taken from bad publicity? Are customers buying more products from them or selling off their exercise equipment? Growth: If you strip out the errors of the Pandemic and growth were to continue normally, where would they be today versus where they are? It is the best place to determine if the brand has peaked or is faltering. Leadership: This brand needs two leaders, one with a deep AI and Data technology background and the other with the finesse of leading specialty brands. Because that's what this is: a specialty health/fitness brand living in the technology space. And their customers will want real-time updates on their progress from exercising to eating. Partnerships: Part of me is considering a Weight Watchers opportunity or a joint partnership with a PE. They might even consider Peloton Franchises, where fitness experts buy a franchise with their equipment and take share from other fitness centers. Investment and Innovation: They need to continue to innovate and invest in technology that enhances their customer's experience. Making it compelling for many who work out at home to sign up. By the way, 52% of people who work out do so without a gym membership. #retailing #strategy #ceo #technology #innovation #peloton https://lnkd.in/gNYTtG5h

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Calling all competitors to the brands listed below! You are automatically one step ahead in capturing the attention of top talent who believe in equitable experiences in the workplace, regardless of how they identify. In a recent study we commissioned, "sense of belonging" was actually the top reason for retention. So from an employer brand perspective, use this information to your advantage. Younger professionals, in particular, pay very close attention to inclusion practices at prospective employers.

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Brand marketers, listen up..... you're missing out if you're ignoring women 40+ in your marketing: "Women drive 70-80% of all consumer purchasing, either through buying power or influence, and women older than 50 drive $15 trillion in spending power—which is 27% of all consumer spending in the U.S. By 2030, women are expected to control much of the $30 trillion in wealth that is soon to transfer from baby boomers to younger generations—namely millennials, who will all be in their mid-30s to late-40s by then." #fractionalCMO #brandmarketing

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Joining Shelley Lentfer and Brittany Smith on their podcast recently was a great opportunity to reflect on why I do what I do. ‘Thriving in ambuiguity’, of responding to life’s hurdles and showing up how we want to show up are just some of the topics we cover. Great conversation with friends, business owners and fellow community creators. #community #leadership #authenticleadership #lifegoals #worklife https://lnkd.in/gs2fuw39

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💡 The Often-Overlooked Key to Business Growth: Culture. I've seen it firsthand - the most inspiring companies I've worked with share one thing in common: a vibrant culture. According to a recent @SpencerStuart report, Culture is now the top concern for CEOs. In today's fast-changing landscape, building and maintaining a strong culture is the bedrock of a resilient brand.

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Attention Trend Spotters, Food/Bev Marketers & Indie Brand Folks: Foxtrot Market is shutting down today. Along with PopUp Grocer, Dimes and a few others, Foxtrot was a go-to place to see the trends and support new brands. Is Erewhon the only game in town? Is Faire the new go-to? Since Erewhon is an OG - this feels like the end of era to me. https://lnkd.in/gf_ygcz6

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Chipotle's landscape shifts as its CEO steps down, leaving behind both a substantial legacy and to-do list for his successor. While Brian Niccol spearheaded growth and innovation, challenges such as supply chain issues, labour disputes, and the need for digital advancements remain. How can Chipotle's next CEO build on past successes while addressing the operational challenges and lack of customer experience left behind? https://lnkd.in/gqEJx8g2 #LeadershipChange #BusinessStrategy #Chipotle #FastCasualDining

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A MARKETING “TEMPEST IN A TEAPOT”. With the diversity of so many different food products in its Brand portfolio now, dropping the word “Soup” from the corporate company name makes complete sense from an INVESTOR viewpoint  Meanwhile, CONSUMERS won’t notice any difference because they will still get the same famous Campbell’s Brand names they are accustomed to in advertising and at retail, e.g., Campbell’s Soup, Pepperidge Farm, Swanson, Prego, Pace, Snyder’s, V-8, Cape Cod, Goldfish, Lance. Milano, et al. So, no established consumer “Brand Equity” is lost in translation with this corporate name change. Just a new shingle hanging on the corporate HQ building, i.e., “The Campbell’s Company”, and some new letterhead.  https://lnkd.in/eksjJ_-C. 😎 https://lnkd.in/eksjJ_-C

As my book gets into more hands, the feedback has been rolling in on what people find helpful as they build strategy to drive growth and get the right story in front of the right people. I’ve seen takeaways underlined and notes off to the side or in the margins. It’s a business book that seems to be evolving into a workbook with tangible takeaways. As people share their takeaways with me, I figure I’ll drop some knowledge your way - so you can get short clips of information to do with as you will.  #knowledgeispower as they say. (and I'd be failing as a business strategist and growth marketer if I didn't point you in the direction of how to get your own copy 😏 so check out the link in comments ⬇️ if you're interested.)

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Well summarized (also the comments are worth the price of admission 😂)!

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Over the years, we’ve worked with some big clients with DEI departments. The approach and the sincere commitment or purpose was different from one brand to the next. I found it a mixed bag, some encouraging and others cringey. What’s been some of your DEI experiences? What’s the state of DEI heading into 2025? https://lnkd.in/gFGURzHY #DEI #DEIstrategy #Brands #advertising

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At Procter & Gamble, they've cracked the code on empowering lower-level employees. Here's why it matters: ↓ ✓ Brand managers, four levels down from the CEO, make key strategic choices ✓ This approach trains future leaders and drives brand success ✓ It challenges the traditional top-down decision-making model ✱ The Head & Shoulders brand manager reports to the head of shampoos and conditioners, who reports to the head of beauty care, who then reports to the CEO. ✱ If brand managers don't make good choices, the brand suffers. But when they do, it leads to success and develops their leadership skills. This decentralized approach may seem counterintuitive, but it's a powerful strategy for: 1. Fostering innovation 2. Developing talent 3. Improving agility in decision-making 4. Increasing employee engagement and ownership While many companies struggle with top-heavy decision-making, P&G's model proves that trusting and empowering lower-level employees can drive success. What if more organizations adopted this approach? How would it transform leadership development and business outcomes? ALWAYS MAKE PROGRESS ⤴

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Back in the early 2000s, Pepsi faced a market shaking up like never before. The once-clear path to success in the beverage industry was getting foggy. Consumers weren’t just chugging soda anymore - they were looking for something different, something more aligned with their evolving lifestyles. Pepsi’s response? They had to pivot fast. They couldn’t keep throwing the same old products at the market. They needed a game plan. Enter Indra Nooyi, who stepped up as PepsiCo’s CEO in 2006. Instead of fighting these new trends, she saw them as a golden opportunity. She realigned Pepsi's products with consumers, breaking them into three distinct segments. 1) “Fun for You” – Classic Pepsi, Doritos, Lay’s. Pure, unapologetic indulgence. For those moments when calories and health weren’t even on the radar. 2) “Better for You” – Diet Pepsi, baked Lay’s. Same flavors, fewer calories. For people who wanted to indulge but with less guilt. A middle ground that didn’t compromise on taste. 3) “Good for You” – Aquafina, Tropicana, Naked Juice. This is where the market was heading. Nutritional, no-sugar options for the health-conscious. Pepsi had now stepped into the wellness game. Look at those three archetypes. See how Pepsi’s product portfolio aligned perfectly with consumer's varied needs? This is a masterclass in segmentation. It’s not just about managing products. It’s about hitting the exact sweet spot for our customers. Whether we’re selling soda, software, or services, this approach is the secret weapon. Here’s the marketing philosophy I truly believe in: Segment first. Position second. Every other tactic - ATL, BTL, SEO, social media, content marketing - has to come later. #strategy #segmentation

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Brigette Wolf does not know this, but I wanted to meet her for years before I actually did. Brigette was the Global Head of SnackFutures for Mondelēz International, which meant that she was leading teams of people who I was convinced would really benefit from the kind of work Brand Now does. I connected with her on LinkedIn. Liked all of her posts. Tried to figure out how to get an introduction to her. And, thanks to Katrina Borisjuk, I did. As luck would have it, my first meeting with her was not a Zoom call or capabilities presentation—but dinner. I was thrilled. Almost too thrilled. But then I switched into my special mode of networking and thought, "I'm not going to sell to her. I'm just going to have dinner with her and get to know her." This plan went right out the window when, within the first 5 minutes of being seated, fresh cocktails in hand, she said, "Tell me about Brand Now." For the first time in as long as I can remember, I stumbled and staggered, trying to find the right words that would make me and my business sound as smart as I believe we are. In all of that time of wanting to pitch her my business, when the time came, I was fretfully unprepared. Whether or not she noticed, she was gracious and our conversation then continued to other topics. More than a year has passed since that first dinner, and in that time, Brigette and I have walked the aisles together at Expo West; have had regular "walk & talk" virtual chats where we catch up on work, life, and her favorite book series (which I am still catching up on); and, just this past week, took advantage of her quick trip to NYC and 6 miles together along my favorite river path. We talked about things that colleagues talk about: innovation, events, conferences, leadership. And we also opened up about our lives, our kids, our relationships—and the celebrations and challenges that come with them. It's in those expressions of vulnerability where I believe true strength comes from, and what I respect most about leaders like Brigette. Will she ever enlist Brand Now for work? Honestly, it no longer matters to me. The real relationship we've formed and the true connection we've made is far more valuable than any project could ever be. #leadership #connection #innovation #vulnerability

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The importance of empathy cannot be overestimated. By the way, this is one of the key competencies of a coach. It is also important to distinguish between empathy and sympathy.

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Welcome to #ConsumerCultureCache where I share things I’ve bookmarked/saved/screenshot lately & quick consumer culture thoughts: “Can You Check Me Real Quick?” If you have ever gotten a period in your lifetime, you get it – this video is the definition of IYKYK. But for everyone else, let’s talk about what’s going on here and why it reflects a perfect key consumer insight for any brands that offer period-care products. People who get periods worry about menstrual leakage. Why? Some might say it’s uncomfortable; others might say it stains clothes – but the number one reason: Social stigma! Deeply rooted cultural stereotypes persist around menstruation. It’s a real fight club situation. First rule of periods: you don’t talk about periods. Marketing has played a big role in shaping the cultural beliefs around periods. Modern period-care products like pads and tampons have been advertised for over a century. It was actually illegal to advertise menstrual products on TV and radio until 1972. Over a decade later, in 1985, Courtney Cox (pre-’Friends’ fame) said “period” for the first time ever in a commercial for Tampax. The shame and stigma surrounding periods–and period-care products–has changed overtime. Brands are attempting to shift menstruation narratives in more positive and inclusive ways, such as U by Kotex promising to use reddish fluid as a proxy for blood in its ads, rather than the blue liquid industry standard, and brands like August and Thinx taking a more gender-inclusive position in the market. But what I love about this TikTok video is the aspect of COMMUNITY. To me, the key consumer insight is not 'consumers worry about menstrual leakage' (because, yes, duh, we know). The stigma and fear of ‘bleeding through’ is still going strong in consumer culture. But asking others “can you check me real quick?” captures the safety net of friendship. Periods are usually presented in such an individualized way. Posting a video like this on TikTok (with over 300K views!) shows that Gen Z isn’t afraid to put their everyday shared experiences with periods on display with humor and authenticity. Perhaps Gen Z and future generations are shifting toward periods as a collective (and even funny) experience. Anyway, someone give Skylar Wallace and the University of Florida softball team an NIL brand deal. Original TikTok via @SkylarWallace17: https://lnkd.in/g2RBE5qY Repost via @togethxr: https://lnkd.in/gAyPJX35

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Simplicity is often the best and smartest way forward.

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