Eric Jennings

"As wealthy consumers use their private, personal AI agents to shop, many brands that discount often will become commodified." Insightful take by Milton Pedraza. If luxury marketing is your wheelhouse, Milton's worth a follow. Good article here. #luxury #ai #branding #marketingstrategy #hnw #uhnw

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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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In today’s “blanding” trend, many companies are opting for minimalist designs that strip away uniqueness. But real differentiation goes beyond visual identity. To truly stand out, brands must build an authentic identity rooted in purpose and values, creating meaningful connections with customers. It’s not just about how a brand looks—it’s about how it makes people feel and how well it communicates its mission. In a crowded market, is authenticity still the strongest asset? #Branding #PurposeDriven #CustomerLoyalty #Differentiation #Marketing

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AI needs EQ more than IQ.

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Colors have always fascinated me, and their impact on consumer perception is truly remarkable. In the world of branding and merchandising, we're witnessing some exciting trends in color choices. Here are a few that have caught my eye: Digital Lavender - This soothing shade exudes calm and tranquility, perfect for wellness and lifestyle brands aiming to promote relaxation and mindfulness. Neo-Mint - Fresh and invigorating, this hue blends futurism with a soothing effect, ideal for brands focused on innovation and progress. Cyber Yellow - Bright, bold, and attention-grabbing, this energetic hue is perfect for brands looking to make a bold statement and stand out. Virtual Lilac - Dreamy and whimsical, this color blends nostalgia with modernity, making it ideal for brands aiming to evoke nostalgia while staying current. Quantum Blue - Deep and mysterious, this sophisticated hue conveys luxury and exclusivity, perfect for high-end brands. Incorporating these trending colors into your branded merchandise can help you stay current and appeal to your target audience. Whether you're aiming for calm with digital lavender or making a bold statement with cyber yellow, these colors offer a range of options to suit your brand's unique personality and message. Keep an eye out for these trending colors and consider incorporating them into your branded merchandise for a fresh and modern look. #ColorTrends #BrandingColors #MerchandisingPalette #BrandPersonality #ColorfulBranding #BrandedMerch #BrandedMerchandise

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Trying to decode the Luxury Watch Buyer’s Journey? Here are some of our findings…

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A brand's cultural capital can evaporate with rapid expansion. Supreme's recent data illustrates this: 📉 Revenue is down 7% year over year 📉 Search volume dropped 30% from May 2022 to May 2024 📉 StockX apparel market share fell from 36% in 2020 to 16% today "When Supreme was on Lafayette Street, it was a skater hangout, a clubhouse of sorts," I shared with Modern Retail. "When it scaled and opened stores, no matter how magnificent, it lost its community and with it, its cool." This evolution from an independent skate shop to a global brand illustrates a fundamental tension between growth and authenticity. Three critical factors for brands managing growth: 1- A clear brand vision and empowered experts executing it 2- Content and experiences that fit naturally into consumers' interests 3- Scale at the speed of authentic community engagement, not market opportunity Modern Retail examines this balance between growth and authenticity. Read their analysis and my interview here https://loom.ly/6xq_sgw. _______________________ Quynh - Founder and CEO of Qulture #BrandStrategy #RetailEvolution #CommunityBuilding #Qulture #QuynhMai #GenZTrends #DigitalMarketing #FutureOfBranding

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In chaotic times, brands need empathy and creativity in order to connect with consumers.  Register for our June 26 webinar with experts from YouTube and MetLife to learn how understanding context can lead to stronger connections and sustainable growth. Or read our new POV, “Context or Chaos: 3 Ways Modern Brands Can Break Through and Thrive,” to learn what your brand can put into practice today. Register today and read our latest POV: https://lnkd.in/eirZtd9P

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When I worked on the marketing strategy for a bridal boutique with fierce local competition, two key insights shaped our direction: 1. Brides often told us how kind and welcoming our staff was, which, surprisingly, wasn’t the norm for other boutiques in the area. 2. Plus-size brides shared heartbreaking experiences—being told there weren’t dresses in their size or, worse, that a thin friend could model dresses for them instead. Hearing that was sobering. Brides already face pressure to feel beautiful on their big day, and for plus-size brides, that pressure is often magnified by a lack of options and sensitivity. We knew we could do better. The first step was clear: we needed more plus-size gowns. But we went further, stocking MUCH larger sizes than necessary. Why? Every bride loves the moment they’re “clipped into” a dress that’s slightly too big. Rubber-tipped clips pull the fabric snugly, creating a flattering fit and sparking excitement. For plus-size brides, that moment was stolen—replaced with gowns that didn’t zip and extenders awkwardly holding fabric together. By stocking dresses in much larger sizes, we gave every bride—even size 26 brides—the chance to feel that transformative moment. It wasn’t just about looking beautiful; it was about feeling sexy, celebrated, and seen. These brides became our most fervent brand ambassadors. Their happiness—and the joy shared by their friends and family—fueled word-of-mouth referrals. Even brides who didn’t find their dream dress with us spread the word about their positive experience. This shift wasn’t just about stock. We revamped the website to highlight inclusivity, launched plus-size styled shoots on social media, and built a strategy that showcased our commitment to celebrating all brides. But it was the emotional resonance of those in-store moments that drove appointments and sales the most. For a store with a tiny marketing budget to spend it was major. This experience reinforced a truth: success comes from creating emotional resonance. Yes, offering larger sizes solved a practical problem, but the deeper issue was that these brides felt excluded and overlooked. We asked: “How do we make them feel celebrated?” In marketing, we talk about “meeting customers where they are.” For us, it meant flipping the script on what plus-size brides expected. Instead of awkward accommodations, we gave them a moment to shine—a moment many had assumed they’d never experience. Good marketing isn’t just about filling gaps. It’s about crafting moments that matter. Those tears of joy weren’t just about dresses; they were about being seen and prioritized. So, the takeaway? Don’t just meet practical needs. Ask yourself what will make your audience feel valued. That’s where the magic happens. Whether running a campaign or designing an experience, aim to create moments of emotional connection. Because people don’t just remember what you give them—they remember how you make them feel. #MarketingStrategy

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Interesting read. I used to think the opposite before I began working with sustainable brands and saw the data first hand. For many, the biggest converting point isn't in sustainability alone. If you market/advertise sustainable brands, have you seen younger demographics have greater interest in your products? How do you convert wealthier people and make them care? What other value props do you pair into your messaging to find success? https://lnkd.in/gF6pupBa

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A NEW MARKETING OPERATING MODEL - A far richer and more complex role for CMOs. #marketing #cmo #marketingmodel #brands #growth #cpg #consumergoods #retail #ecosystem #genAI #portfoliomanagement #consumerinsights #shopperinsights #ecommerce #socialcommerce #productinsights #innovation #strategy #techenabled #ai #scale #funnel #packagedgoods #strategyconsulting

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This article is about the insights I gained during the SDG jury at Cannes Lions this year. Thanks Kim & Adam Shaw for releasing this in your valuable space. https://lnkd.in/g6a_szdE

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Cardinal Rule of Branding: Be Authentic. Copying or pantomiming other successful brands just makes yours look...pathetic. OAK could do an awesome campaign about how they're the scrappy little sister that's got the real charm...instead of trying to steal some of SFOs glamor. #SFO #OAK #branding #marketing #airlines #airports #brand #strategy #brandstrategy #naming https://lnkd.in/gXS9UNsm

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Check out Lippincott's latest piece to learn how, with the right strategies, brands can navigate the complexities of branding AI to score the coveted advantages everyone's vying for.

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