Dave Burg

I’m here for so many elements of the BBL-Drizzy story… 🥩The beef between Drake and Kendrick that has done so much to put hip hop back on the mainstream cultural radar 💨The prodigious speed and quality of their output 👍The extent to which the world has not just observed but participated via memes, social commentary, their own musical contributions 🤖And now the first cleared sample (by Metro Boomin) from an AI-generated track raising vexing questions about whether that IP is owned by comedian King Willonius who wrote the lyrics and ‘generated’ the melody, the platform Udio whose tech enabled this or the thousands (millions?!) of artists on whose work it was trained 🤯 Ultimately this feels like a sign of our relentlessly paced times. As Billbaord comments… “AI samples offer a solution for musicians in today’s relentless online news cycle. While [Willonius] has made plenty of songs from scratch before, he says AI offered him the chance to respond in real-time to the breakneck pace of the feud between Drake and Kendrick. “I never could’ve done that without AI tools… It’s good for when you dig and can’t find the right fit. Now, you can also try to just generate new ideas that sound like old soul samples.” https://lnkd.in/ekY-AsiK #AI #Creativity #Drakebeef

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Another gem from my conversation with Andy Pearson at Liquid Death as we talked about the surprising overlaps between ultramarathons and building a brand. Minimizing energy expenditure in both fields is critical. An important reminder for Friday afternoons and/or as we head into Thanksgiving. May we all find ways to reduce unnecessary processes and revisions that don't actually impact the work, and instead spend more of our time on projects that can make a meaningful difference for the brands we're trying to help. Full episode here: https://lnkd.in/gGbvYSgK Quote: "There's so much less energy that can be expended if you take a moment to step back and look at it really skeptically and objectively. And I think that's a real important thing that I hope for everybody in this industry, that we learn to untangle ourselves from unnecessary processes and unnecessary things that are keeping us working till 11 o'clock or working weekends or spinning on stuff or having to put decks together of hundreds of pages to bring to a client and having to do a 40 page strategy set up on the front end. There's all these things that we do because we think we should do them, not because we actually should." #strategy #insights #branding #agencylife #liquiddeath

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Not a headline I expected to read. Five Expert Tips for Brand Marketers Thinking of Collaborating with a K-pop Act. Now you know.

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You remember this Spider-Man drawing meme from a few years back? https://lnkd.in/gXwXApdd You know, the one that shows the level of quality you get when you give an artist 10 minutes vs. 1 minute vs. 10 seconds? I remember when it started doing the rounds, a lot of creative types used it as an example of how much worse their work is when it's rushed vs. when they get enough time to truly ideate. What's funny is, this isn't even the best depiction of that. Imagine instead if you started by giving someone 10 seconds to draw a *brand new* superhero — one that doesn't already exist. My guess is the result would go something like "Uhhhmmmmm.... I dunnnoo.... (hastily scribbles rough silhouette with a cape)". Then give them 1 min and watch more detail get added. And then 10 and watch really rich character and story elements emerge. I see this a lot in organizations that put a premium on sprints and MVPs. It's one thing to put time constraints on refinement, evolution and optimization of an idea. It's another to rush the ideation itself. That's typically not a good recipe for innovation, since (as my example illustrates) when people are rushed, they tend to regurgitate/replicate the familiar. There is something to be said for putting some time constraints on ideation as a generative exercise. And when facilitated with a focus on lateral connections sparking new combinations, there is a way to hack novelty at pace. But often the main value is in getting all the obvious ideas out of the way, and getting the gears turning in the back of brains to let time do its work of mental marination. Then the real gems that team members can't stop thinking about can be prototyped/MVP'd/etc. Have you seen rapid ideation produce novel concepts (in product, comms, org design, etc.)? Or has it tended to churn out ideas that feel like replications/regurgitations, logical/linear progressions and slight incremental improvements on what already exists? #innovation #creativity #ideation #agile #mvp #prototyping #poc

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GORP-core: Fashion Trend or Strategic Opportunity? The buzz around GORP-core has outdoor and performance brands buzzing—yet there’s a fine line between seizing an opportunity and falling into a trap. What started as a trend grounded in utility and function, but elevated by cultural pioneers, has led many brands to pivot toward a style-driven approach, catering to segments like the Luxury Lovers, Stormhunters, and Tastemakers. 🌍✨ But here’s the challenge: chasing style trends can push brands into a cycle of “what’s next?” 🔄 Without a solid anchor in performance and innovation, the focus on aesthetics can dilute authenticity, leaving core outdoor consumers—like the Functionalists (28% of the market)—questioning where the brand stands. When brands focus too heavily on lifestyle trends, they risk losing the trust of their largest and most loyal segment, those who value protection, performance and practicality. However, this shift doesn’t have to be negative. The key is balance. Brands can successfully expand their reach without alienating their core by staying true to what defines them—innovation, performance, and sustainability. Want to make sure your brand stays authentic and compelling 2025 and beyond? Let’s talk about how to craft a strategy that resonates—keeping you ahead of trends while staying true to who you are. Navigating these complex dynamics requires a clear strategy rooted in real consumer insights. At Above The Clouds Communication , we help brands find that balance—guiding them to make informed decisions on strategic marketing, messaging, and positioning to build long-term relevance and trust. In a time when consumer behaviors and trends shift rapidly, understanding what truly drives your audience is more critical than ever. Whether it’s embracing new opportunities or solidifying your core, it all starts with the right insights. #Outdoor #sports #Performance #BrandStrategy #GORPCore #OutdoorInnovation #Sustainability #FashionTrends #ispo #ispomunich #ispomunich2024 #strategy #marketing

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This U.S. election, if nothing else, taught us that different people think very differently. Given our ad industry loves to explore human psychology, it's worth pausing to ask, why did Americans splinter apart so much last night? The best framework I've seen for this surprising mental battle doesn't come from Thaler or Kahneman, but rather Jonathan Haidt, the NYU Stern social psychologist who wrote "The Righteous Mind: Why Good People Are Divided by Politics and Religion." The secret to understanding our divisions, he said, is to first consider how different humans conceive of "morality." Morality actually has 6 unique sub-pillars, Haidt suggests -- caring, fairness, liberty, loyalty, authority and sanctity. Each pillar has value; as our human species evolved, it was important both to care and be fair to others while also to respect our elders who knew a few things and not eat rotten food. Each moral pillar is a way of helping us survive in a crazy, dangerous world. What creates tension today is liberals focus most on caring and fairness, while conservatives focus more on authority and loyalty. Haidt has tested this with various surveys and studies, and found that Dems or Republicans lock in immediately to any situation based on whether the vibe is "fair" vs. "loyal," subject to caring for others vs. respecting the hierarchy of authority. Our moral pillars are heuristics, mental shortcuts, to allow us to make a snap-judgment about any political or news event. In our minds, we react emotionally, quickly, and then sort the incoming facts in our brains to stack into the moral pillar that makes the most sense to us. And if you're behind one moral pillar, you likely can't see me behind mine. I dig this theory because it helps me understand why so many good people disagree with each other today. None of us are being logical. We're simply filtering the facts of the world to fit the moral storylines in our minds. It's worth stepping back, considering all of those 6 dimensions, and asking yourself, "can I learn a little about why the other side cares about that moral pillar at all?" For marketers, all of this is a wake-up call too. Demographics and proxy data and purchase histories may not matter as much to your future campaigns vs. the *psychographics,* or different mental states, that are the root of human behavior. We may look like our neighbors, but we sure don't think like each other.

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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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Currently reading Sam Walton’s memoir, "Made in America," and I loved this quote from former Walmart CEO David Glass describing Walton. These qualities have become so important to embrace over the years. Running an agency, growing with the team, and refining how we serve clients is a constant process of trial, error, and adaptation. It means showing up every day with a mindset of improvement, trying new things, and having the courage to pivot when things don’t work out. Like Sam, I’ve learned that failure and being wrong are essential parts of growth. Without that mindset, missteps or feedback could hold you back from progress—and sometimes, you’re on the edge of something great. It’s about asking: What’s the takeaway? How can we do better? This past year has had its challenges, but it’s been full of reflection and refinement. I’ve spent more time in one-on-ones with the team, gathering feedback, and figuring out how we can improve for both clients and each other. We’re experimenting, making educated guesses, and adapting from missteps and surprises. I know not everything will go as planned, but staying flexible is key. It’s equally important to instill this mindset within the team to keep morale and momentum strong. Having a vision and setting goals is important, but loving the process and enjoying the journey is what makes it all worthwhile.

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Too many brands think they know their audience based on shallow data, but real understanding goes far deeper. We’ve seen this with the backlash against DE&I initiatives and boycotts. It’s a reminder that in today’s fragmented world, confidence without true insight can backfire—big time. Check out my latest MarTech contribution

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We talk a lot about the benefits of a resident's "sense of community" in multifamily. But maybe we don't talk about it enough with folks *outside* our industry. If you need any further proof that real human community matters more than ever, this is it. Yes, it's a real product. And yes, multifamily needs better PR. #apartments #multifamily #propertymanagement #community

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Behind the paywall there’s some great stuff here…. Gap has been all over my LinkedIn FYP these last few days which to me is an indication they are working there way back into the hunt. To Danny Weisman’s point - this isn’t always about “impressions” but rather impressions with purpose. I’m old enough to remember you went to GAP for quality clothing that felt great on and held up to weekly washing. Should be a great lesson in how brands & media now more than ever need to work in tandem. Something Steven M. and I with our consultancy Moy & Halter often are talking extensively to or are listening in on brand marketers with great insights like: Diana Haussling, Vinny Rinaldi, Alyson Griffin, Casey Hurbis, Dave Kersey and Sri Rajagopalan about. What’s your opinion on how creatives and media strategy teams can better align through the planning process? Leave an opinion below 👇

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Patrick Horbas and Eric Hansen provide some context for BBDO MW's new work for Hormel Foods' innovation, Planters Duos. I like the ads, and I love the product. See The Clios Muse article below. #snacking #foodmarketing #innovation #nuts #creative #advertising

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Inevitable. ... Sad. ... And totally unavoidable news that dropped today. I hurt for my friends and former colleagues in departments whose jobs will be affected. But as I've said a million times since leaving the business almost three years ago, there's a wonderful world of opportunities out there -- and people will be blown away by your skills. You can and will flourish. As for the future of journalism in New Jersey, know these things: 👉 NJAM will be a different organization moving forward. It has to be. But in no way is this the death of the state's most important and most influential news organization. We're not going back to the early 2000s, but don't believe the haters. It is really about growth from here moving forward, and there is a digital news business in place -- one that is bigger and healthier than most would imagine. 👉 The opportunities to do great, impactful journalism have never been greater across all the digital platforms. 👉 Never bet against the smart, determined and resourceful people still in the newsroom. They're the ones who built a digital business with about 25% of the staff resources from our peak. 👉 Never bet against the Newhouse family or Advance's leadership team and what can be done with 15 million unique visitors a month. That's a lot of eyeballs and a lot of data. Those earliest rules of digital still make sense: First, build an audience. Then, monetize it. To put a bow on things: Be the supportive friend today. It's not that hard and there are people who need that more than anything today.

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Creative, RMNs and performance are all the rage this week... the COOL company acquires ADventori. CMP and DCO are critical in order to create a vertical stack that serves all of ad tech 😎 Zack Dugow is on a mission! Infillion launches IDVx. Creating shoppable ads across all channels made easy 🎨 FreeWheel launches customized CTV CPA bidding models. All advertisers care about performance, but not all advertisers define performance the same 📈 Grocery TV expands into Pharmacies. RMNs started with on-site, expanded into off-site and are now reaching the inflection point of taking over in store media inventory 🛒 Congrats Marlow Nickell Meta taps direct 3rd party analytics tools integration. Everyone is after advertiser specific conversion data to better optimize models and performance 🎯  GroupM & Pacvue launch integrated Commerce Management Solution. Simplified data, tech and operations tailored to the needs of RMN advertisers 🤝 <Rumor Alert> Criteo may buy Skai - Combining media with digital shelf intelligence is key for RMN advertiser success 🌟 *Sidenote* - Marketecture Media's episode with Mark Mannino did an amazing job explaining the non-media elements of RMNs 🎙️

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Clever, comedic writers rejoice! Looking back on the big campaigns of late, starting with Super Bowl in the winter, it sure feels like we're moving back to engaging audiences by entertaining them versus by aligning with their values via "brand purpose" comms. Don't get me wrong, I'm a big proponent of brands having well-defined values and beliefs, but I certainly won't be disappointed if brand comms eases up on telling everyone how green, and good and righteous they are. That should come through actions. Let's get back to using comms to deliver a POD, solve a consumer tension, or simply build rapport with an audience by making them smile. LMK if you agree/disagree. #brandpurpose #brandcomms #marketingstrategy

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It's imperative, especially in the media industry, to provide clients with flexibility and guaranteed results. This new paradigm comes with new approaches to not just the marketplace, but also to compensation. The traditional agency models ask for rigid commitments to guarantee steady revenue to satisfy the Street; but this is counterproductive to a matching what a client actually needs in the market. What’s really needed now are more dynamic approaches—like performance-based pay and agile marketing strategies—that focus on delivering genuine value and adjusting to shifting circumstances. Moving away from one-size-fits-all solutions and creating customized strategies that align with each client’s unique goals and market conditions is the way to go. Thank you Susan Pfeifer and ADWEEK for bringing this topic to everyone’s attention. And thank you Jennifer Borucki (Colgrove) for building models that work for our clients!

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🚀 Need eye-catching content for social media? From short viral clips to captivating stories, we've got you covered! 🎥 Check out our dynamic portfolio of Explain Pilot Explainer Videos to see some of the recent work we've done for our amazing clients. https://lnkd.in/ggrhNTnF Whether you want us to edit existing videos with exciting motion graphics or create something entirely new from scratch, we're here to bring your vision to life. Ready to boost your social media game? Reach out today to schedule a strategy call! 📞✨ #VideoMarketing #SocialMediaContent #ExplainerVideos #MotionGraphics #VideoEditing #MarketingStrategy

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Brand equity represents the perceived value of your company to your audience. It's how some companies can charge five times more for the same product compared to their competitors. Building brand equity relies on consistency: - 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 - 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁 𝗱𝗲𝘀𝗶𝗴𝗻 - 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝘀𝗲𝗿𝘃𝗶𝗰𝗲 Avoid experimenting just for the sake of change. Stay consistent. https://lnkd.in/gX5y5zRh

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