Erika Weiss

Joining the Retail Revolution -- And Happy Soon Earth Day As someone who truly loves being outside in nature as much as humanly possible—whether it's my daily hikes with my dog Bear or family vacations in national parks—I realize just how important it is to make choices that will positively impact the planet and preserve the beautiful world we all live in. Hence, one way I am choosing to have an impact is by joining Recurate as a strategic advisor! Recurate is one of the leading players in branded resale/ recommerce. Since my time at Rebecca Minkoff & Keds, I saw first-hand that there was an amazing opportunity for resale. In particular, as brand stewards, I knew how important it was for my team & myself to connect with our consumer, so the concept of a brand owning their resale market was obvious to me. Every day, I see the volume of brands' products listed on third-party resale marketplaces. And it only makes sense that brands would want to control that experience and engage directly with those customers—after all, they are their products. Plus, this is a critical pillar of any brand's sustainability efforts, and the best part is it actually creates a new acquisition channel for customers, hence driving revenue as well. It's all the way around the right thing for your business & the planet. As you can tell, I've been watching this space for a while. But the team at Recurate captivated me when they shared a demo of what they can do. I was surprised by the speed at which they could launch a program, the ease of maintenance, and some of their innovative features that make them unique. Branded resale is the future. Recurate already powers a beautifully on-brand resale experience for Michael Kors, Steve Madden, Mara Hoffman, Frye Supply, Mansur Gavriel, and many others. So glad to be working together with such an innovative team, Adam Siegel, Wilson Griffin, and Gina Leta! #innovation #circulareconomy #resale #Recurate 

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Generating content for a brand doesn't have to be painstaking. Restoration Healthcare in Irvine is taking a new approach to treating patients with complex conditions, and needed to clearly communicate what patients can expect. We sat down and walked through the questions their patients and prospective patients asked them. From that time, we were able to film over thirty videos in two days. Those videos combined with photos taken during that same time provided a year's worth of content and have been recycled as blog posts, social media posts, email campaigns, and website content. Our team will help you create a year's worth of content in two days. Contact Whole Brand Agency Today! #healthcare #marketing #content

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Five-star ad ⭐⭐⭐⭐⭐ Well, maybe 4.5. I take pictures “in the wild” ALL. THE. TIME. My phone is filled with marketing I do/don’t like and random images that inspire ideas (or nuggets of ideas). The best inspiration come from unexpected places. Here’s one from the NYC subway and man do I like it: ✅ Bold & Clear: Easy to read message from a distance. Black background and good use of white space make the ad stand out. ✅ Short & Sweet: Conveys a single, impactful message that can be absorbed amidst commuter chaos. ✅ On brand: Has there ever been a greater enemy for a brand to fight than Satan?!?! Us marketers should all be so lucky… It’s simply clever. One miss: ❌ No call to action: There should be a QR code to download the app. Half-point deduction (getting ready for my Summer Olympics armchair judging) Overall, this ad captures attention and leaves a lasting impression. I’m a fan. Well done YouVersion How many stars do you give it?

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From Specialist to Olympic Medalist: What Stephen Nedoroscik's Inspiring Journey can teach us about branding and positioning. 🇺🇸 When Stephen Nedoroscik realized he couldn't excel in all gymnastics events, he made a bold decision: specialize in the pommel horse. 💪 This laser focus paid off spectacularly and earned Stephen a spot on the U.S. Olympic Team where he just clinched a Bronze medal at the Olympics 🔑 Key Takeaway: Narrowing your focus can lead to greater success. Nedoroscik's story teaches us: Identify your strengths Focus: don't try to be all things to all people Commit fully to your passion Most businesses try to do it all to grow revenue--offering any services or products their clients will buy. BUT, it is ruthless focus that leads to breakthrough results. Find your pommel horse! #OlympicDreams #TeamUSA #FindYourStrength #BusinessStrategy #Branding https://lnkd.in/ezRaRshj

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🌟🎙️ Exciting new episode alert! Join us on the latest episode of "Marketing in the Age of AI" for a captivating conversation with Courtney Haraldson from HealthSport in Northern California. With extensive experience in education, trade marketing, nonprofits, and health and fitness, Courtney offers a comprehensive look into the evolving marketing landscape. We discuss the transformation of digital tools like Canva and Adobe, the role of AI in enhancing efficiency using tools like ChatGPT and ConvertCloud, and HealthSport's innovative marketing approach across its five diverse locations. Courtney also highlights the importance of quick, effective communication in small business marketing. Gain valuable insights and practical tips from this episode. 🚀📈 Learn more by listening to the full podcast. #MarketingInsights #AIEra #HealthFitnessMarketing

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Are you prepared to get fired? You should be. This week, here in the SF Bay Area, media watchers are buzzing about some high-profile sports radio announcers who got the axe, unexpectedly. Including a guy who’d been on the air for 28 years and, arguably, help build the station. The economics of legacy media are a $#!& show, so cuts are hardly a surprise. But when big-name talent with highly-rated shows aren’t safe, it’s a good reminder that the nobody has job security. Even if everything seems rosy with your current gig, you should take steps to prepare yourself for your next one. Four tips: → Get your site together. Regardless of what you do, you should have a “portfolio site.” More than a resume, it’s a site that collects achievements and shows your work. (Non-creative types, you should have site/portfolio, too!) Grab copies of your work, decks, and performance metrics NOW before you lose access to the server. Don’t wait until you need it; build now and maintain as you go. → Build your personal brand. (I know, it’s cringe. But it’s the way of the world.) You don’t have to be a prolific LinkedIn poster, but you need to consider who you are professionally and what value you bring to the table. Find avenues to demonstrate that value. Identify 3-4 ways a year you can “get out there” and show your stuff. Maybe that’s creating your own projects, sharing work on your social channels, writing an article, speaking at a conference, starting a side hustle. → ABCYN. Always Be Cultivating Your Network. You don’t have to do this in a sleazy sales-y sort of way, but you’re going to NEED the help of your connections at various points of your career. So make those connections. Grab coffee. Drop notes. Congratulate people when you see them do something awesome. Offer help to others. Be genuine, but make an effort to reach out. → Take the interview. Even if you love your job, you should always see what’s out there and keep your options open. It’s helps keep your interview chops sharp and it helps you understand your current value in the marketplace. You don’t have to lead ‘em on—if you’re not a serious candidate after the first meeting, you can withdraw your name. It's still worth it. “But I’m super busy with projects for my current employer. I don’t have time for all this.” YOUR career is at least as important as the work you’re doing for somebody else. Invest some time in yourself. Don’t wait for that unexpected meeting with your manager and HR to pop onto your calendar before you get your act together. P.S. Seriously, if you don't have an up-to-date portfolio site, do SOMETHING today to move the ball forward. Buy the URL. Write down the 2-3 projects you'd want to include. Pull the assets off the server that you'll need. Take a micro-step toward taking charge of your career. Do it!

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My love for surfing started at an early age in Palm Springs. Yes, my friends would call me Rick Kane from the movie North Shore (Rick was from Arizona, and the waterpark in the movie was in PS!). Not only because of my love for surfing, but my career in marketing, media, business, and entrepreneurship, I could really relate to the recent podcast with Eric Crane, CEO of Birdwell Beach Britches. Eric’s story resonated with me deeply. Growing up, I faced some learning development issues, financed my college education/living and always worked hard while having a lot of fun with my friends, at times maybe too much. Like Eric, my upbringing really shaped who I am today. I may not be the smartest in the room, but I do try to outwork and hustle everyone around me. Starting at the bottom and working your way up is the best way to learn, in my opinion. You get to understand the ins and outs from others. Whether you're at a startup or a $100 million company, the grind never stops. Like Eric, I am and always have been a hustler. Life and work are journeys; we all learn as we go. It's not a sprint but a marathon. Surrounding yourself with good people, both personally and professionally, is crucial, which I have been lucky to do. And yes, we all need a bit of luck. Just like when Eric lost his wallet at the Honolulu airport and ended up getting connected with an upcoming crew of surfers on the North Shore of Oahu, sometimes fate has a way of guiding us to where we need to be. Listening to Eric’s story was not just inspiring but a reminder of the shared experiences that shape us. Let's keep grinding, learning, and riding the waves of life together. Check out the podcast, link below. #surfing #entrepreneurship #hustle #lifejourney #inspiration #cannellamediadtc #media4themasses #cannellamedia #dtcmarketing #birdwell #arnett  #electric #op #nixon #l8nightwithchoccy #l8nightwithoccysurfstories

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Wines and Spirits: Exactly this per below, except that there are GREAT options in the NA category called “Beverages”. Or “Non Wine” “Non Spirits”. The NON category. Or at minimum, label it “DeAlc”, as that appears to be the foundation for the exorbitant, out of whack pricing. #wine #spirits #wineandspirits #beverages #alcohol #consumers #CPG #business #sales #marketing

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Your target consumers--and the influencers you use to reach them--aren't always who you think they are. 𝘼𝙩 𝙛𝙞𝙧𝙨𝙩. Many influencer verticals are tough to break into as a new-to-market brand, especially--as you can see by the post below--the fitness space. Which means, you need to think carefully about your point of entry. When our client Kerry came to us for support launching their consumer-facing influencer marketing strategy, they were eager to engage fitness and wellness influencers. However, we knew that, despite offering products that were well-researched and science-backed, breaking into the wellness community was going to A) take time and B) be very expensive. 𝘼𝙩 𝙛𝙞𝙧𝙨𝙩. Why? Influencers worth enlisting in the health/wellness/fitness space have already: ~ carved out routines that bring results; ~ discovered solutions (supplements, equipment, clothing, etc.) that address their challenges perfectly; ~ built their loyal and engaged audience by showing their readers how to do the same following their solid experience and success. Testing new products and jeopardizing their expert status isn't exactly on their bingo card. Instead, we found adjacent communities that ladder into the coveted health/wellness space in order to begin growing brand awareness and consumer sentiment. It was a much more effective route, lowering the barriers to entry into the fitness/health/wellness space. OWYN describes the same journey below. 𝗛𝗼𝘄 𝗶𝘁 𝘀𝘁𝗮𝗿𝘁𝗲𝗱: "...it was no surprise when athletes and fitness enthusiasts initially dismissed the brand." 𝗛𝗼𝘄 𝗶𝘁'𝘀 𝗴𝗼𝗶𝗻𝗴: "Sold for $280 million this week." (Oh, and did you notice they navigated consumer criticism by leveraging influencer marketing in the first place?) If your campaigns aren't performing like you expected, look closely at the communities of consumers you're targeting, and ask yourself if it's time to rethink your target. #marketingstrategy #wellness

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On “dream teams” and the cyclical nature of success… Living in the San Francisco Bay Area, I’m a Golden State Warriors fan. It’s been a good decade to be a fan. They play a super entertaining brand of basketball, have charismatic stars to follow and support, and have won four championships. Earlier this week, they got eliminated from making a playoff run. Many say that it’s the “end of an era” and that the “dynasty is over.” The day after they got eliminated, the agency formerly known as Crispin Porter + Bogusky re-branded as “Crispin.” CPB was THE hot advertising agency in the early 2000s. The made industry-changing work, won tons of new business, and collected every award you can think of, including “agency of the decade.” (They, also, famously, had a brutal-or-amazing-depending-on-who-you-ask work culture, but that’s another story.) All great runs come to an end. It’s fun to see the new hot shops pop up and start to dominate the game. Mischief is KILLING IT right now. They deserve all their success. AND...being the old fart that I am, I know that there will be a day, eventually, when Mischief isn’t filling their trunk with statues at every award show. Leadership’s job is to extend the run as long as possible. To ride the wave. Make the moves to keep you on top. But something new ALWAYS comes along. Some organizations get to the mountaintop, grab the brass ring, and then fizzle out…either disappearing all together or never quite reaching the same heights. Some are in it for the long-game. Building a system that understands these cycles. That knows that you’re hot and then you’re not…but figures out a way to make another run at the mountain and heat up once again. Crispin’s latest re-invention is an attempt to do just that. This offseason, the Warriors will try and make moves to put themselves back in contention. Will it work? Time will tell. But these cycles are a part of life and a part of business. You can bemoan them or gripe about “what went wrong.” Or you can appreciate the amazing run, toast the success, and roll up your sleeves and figure out how to scale the next mountain. 

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🌟 The marketing event of the year is here! Dan Kennedy, the legendary direct-response marketer and “No B.S.” author, will headline The Marketers Forum hosted by The Los Angeles Tribune. This is your chance to learn from the master himself and transform your marketing strategies! 📅 November 20 - 24 at 10am PDT daily. This event is complimentary and incredibly impactful. The speakers, the knowledge, and the vibrant community that attends are world changers. I am beyond excited to be a speaker on a panel one of the days! There is no way you can walk away without gaining new insights on how to make more impact in your business and effectively reach your potential clients. We’re always marketing ourselves, but are we doing it in a way that truly serves our clients in the best way possible? Every single business owner will leave with actionable steps they can implement right away. I know from experience that I always walk away inspired, motivated, and ready to make powerful changes. A huge thank you to the The Los Angeles Tribune, Michael Silvers, and Karen Hall Queen of Empathy for all they do to create the magic in these events. Your hard work and vision make this experience extraordinary! Sign up here: https://lnkd.in/edCNg23k Trust me, you don’t want to miss this opportunity to elevate your marketing, connect with amazing leaders, and transform your business. Tag a marketer or business owner who needs to be there! #MarketingMastery #DanKennedy #LATribune #DirectResponse #MarketersForum

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It’s cool to be on the inaugural Variety 10. They’re recognizing 10 CMOs that they feel are “the most important and consequential leaders of our time.” And I love this list of marketers. I know and admire their work, and I appreciate the thinking behind why Variety chose these brand leaders. All of them are truly innovative and see the world differently. They solve problems in fresh, unexpected, or unconventional ways. They are thoughtful in how their brand transcends the product or service, and find inspiring ways to give back and be a force for good. The list is a mix of highly established brands that are reinventing themselves and finding ways to be relevant and relatable to young and mature audiences, and then there are pioneers and digital natives that are exploring and bringing us new experiences and choices — inspiring us all to live differently, and live better. And many like the NFL are focussed on not just growing their audience, but driving a brand resurgence by making themselves more accessible, relatable and inclusive — uniting people and building strong ties with communities. And most of all, they’re leaders who are not afraid to take risks, showing the power of brave marketing…and demonstrating how building a brand builds businesses. So, a huge congrats to the other 9. I’m pumped to be in the same conversation with you. And a huge thanks to my stellar team at the National Football League (NFL) and our partners at 72andSunny. You are all the engine and the spark that drives our success. Kofi Amoo-Gottfried Asad Ayaz Sue Kroll Marian Lee Lisa McKnight Michael Moses patrizio spagnoletto Jane Wakely Gabrielle Dallas Wesley

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What most people get wrong when it comes to motivation? Motivation comes from doing. Listen for more on this point below. https://lnkd.in/g8dKQb5Q For other great BWC episodes, check us out on Apple, Spotify, Amazon, and more.

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For Gen Z, sports fandom is all about personal brand. Overtime nails it with this. Tyler Rutstein understands what drives this new generation of fans. Geographic allegiances? Nahhh not anymore. Today, it's the athlete's star power and cultural relevance that matters most. Overtime made an intentional call to scrap traditional city-based team names. Why? They know a kid from Chicago might be rocking a LeBron jersey or backing the Knicks because they love playing with Jaylen Brunson in 2K. In this new landscape, digital clout reigns supreme. Overtime has their finger firmly on the pulse of youth culture and they're not afraid to use that awareness to stay ahead of the game. So, is the era of diehard local fans coming to an end, or will hometown pride always have a place in sports? Dive into our full conversation with Tyler, Chief Brand Officer of Overtime on the latest episode of How The F** Did You Get* That Job, out now on openfortunemagazine.com.

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Beware of the hyperactive hive mind.... A worthwhile listen, Cal Newports investigation into the growth of email / IM and how it has filled the gap as a tool to show we are "Working". He argues how as we have moved from farms where our measure was the crop, to factories where the measure was numbers of widgets, and now in a knowledge economy its the amount (Not efficiency) of unstructured communication. https://lnkd.in/gQSMTepG

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Calling your company ‘the Tesla of ______’ is the clearest sign you haven’t thought about your own brand positioning. And it’s the easiest indicator to your customers that you have no idea what problem your product can solve for them. In fact, I see a version of this almost daily, along early stage startups. ‘The Uber of ice cream’ ‘The Tesla of toilet paper’ ‘The Apple of cookware’ And I’m positive I’ve never seen a successful company using one of these taglines. So if you’re planning on calling yourself the ‘Tesla of protein powder’, please don’t. No one will understand what you mean, except yourself. #branding #marketing #startup

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Are outdoor brands embracing "shrink to grow" and what will be the impact of the Trump tariffs on the #OutdoorIndustry? On this week's "Inside the Industry" segment of the Rock Fight podcast, Colin True, Producer David Karstad and I dig into these meaty topics impacting our industry. 𝗦𝗛𝗥𝗜𝗡𝗞 𝗧𝗢 𝗚𝗥𝗢𝗪 We cover announcements from outdoor brands like Wolverine Worldwide (owner of Merrell, Chaco and more), Black Diamond Equipment and Rumpl that they are cutting sales to get back to a more profitable, sustainable business model. Is this the Great Outdoor Revenue Reset after the crazy days of 2021-22? 𝗧𝗥𝗨𝗠𝗣 𝗧𝗔𝗥𝗜𝗙𝗙𝗦 We talk about the huge uncertainty created by the tariff rhetoric and how that might impact outdoor brands' pricing, supply chains and more. Before the "Inside the Industry" segment, Colin and Dave dig into the sea of sameness that exists within our industry in terms of product, brand and marketing. Search for the Rock Fight wherever you get your podcasts and subscribe or follow so that the Inside the Industry episode shows up in your feed every Monday. Next Monday I'll be giving my impressions on ISPO and any other interesting industry news to come along this week.

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