Kenny Friedman

Know Thyself & Know Others 🧠 (Be real Topeka people!) Valuable brands tell their story with integrity. It's crucial to understand both your brand and your audience. Sometimes it's hard to read the label from inside the jar—get to know your market! 📊 Effect-driven brands focus on appearance. But effective brands? They have nothing to hide. Even a dot on a canvas can be powerful if it tells the viewer everything they need to know. 🎨 #BrandAuthenticity #KnowYourAudience #BrandStory #MarketResearch #EffectiveBranding #DavidMastersGroup

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You can't always get what you want...but what? Sing it with me! Iconic lyrics So what does this have to do with branding? I mean The Rolling Stones, really?? Yep, they were onto something--who knew Mick Jagger was such an astute brand strategist--talk about talent!! If "what you want" is great referrals and a steady flow of the right clients, then you actually CAN get you want. But first, ya gotta get what you need. And that's a serious brand that's aimed exactly at your target market and looks and sounds and FEELS completely professionally built. Here's what that means: 🎸 You don't have a brand just because you have a logo. That's like lip synching. 🎸You don't have a brand because you have pretty colors on your website. That's like a cool costume, but NOT why people go to concerts. 🎸You don't have a brand because you sound like everyone else. That's copyright infringement in music--and NOT the way to stand out. 🎸You aren't being ignored by the market you're trying to reach because your microphone isn't loud enough. It's because you don't know the words and your music's a mess. 🎸You don't have a brand because you don't know how to build one. But I do. The words, the images, the messaging, and the connection with your audience. It takes years of experience (how many times do you think the Stones rehearse a song they've sung for the past 60 years? Hint: lots!) So if you want to be the brand that makes your audience notice, perk up their ears, become raving fans who bring their friends to hear what you have to say, you gotta be like The Rolling Stones. And I can get you there. Hop on the bus and let's get this show on the road!🚌 So if you can't get no satisfaction...hit me up. We create raving fans who can't get enough of you. What's your go-to Stones song? Throw it in the comments!⬇️

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🤠 MacReady’s hat, Indy’s whip, Ripley’s flamethrower...even Helga’s hair from the divisive IONOS TV Ads are all examples of outstanding character design that have deliberately forced their way into our subconscious...whether we like it or not. ❓How is this relevant to my content? When you’re coming up with a story line that contains human characters always think carefully about the design of your protagonist/hero. Whether it be an unusual fashion choice, a prop or an item they carry around with them; these traits can be the difference between a piece of content that lasts generations (literally in some cases) or is forgotten in an instant. Whatever level of content you are creating; from online explainer animations to TV ads, always consider character design at the start of a project. Who knows you might create something iconic! 😎 What character lives long in your memory and why? Mark Thouless Andrew Tindall Chris Morris Matthew W. Matt Hill #creativecontent #characterdesign

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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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Let’s pause the conversation about Jaguar’s new rebrand for a moment and focus on the designer behind the logo. Imagine their disappointment, likely sitting at home, reflecting on the great options they presented that were ultimately rejected. Let’s consider the countless untrained eyes that scrutinized their work and had a say in its final form. Often, it's the process itself, not just the outcome, that truly determines the success of a rebrand. In this case, I suspect the process may have derailed Jaguar's rebranding effort.

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For anyone wondering, this was a post about AI. I'll be chatting with Sergio Cardona about this topic in the coming weeks. Hope you'll check it out. #AI #ArtificialIntelligence

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What does the color red mean to you? Green? Can you imagine how many banking mistakes were made because they put the cancel button in green? Yikes. Colors and what they represent are important in design! #design #color #fail

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Whither industry experience---> It happened again last week. A prospective client asked if we had experience in a very specific sub-vertical. They wanted to know we talked like them, walked like them, understood them. Makes sense, right? The ramp-up will be quicker; the process will be frictionless; the results should be, well, better. But here friends, is the danger: You develop campaigns that are on-message for the industry. They strike all the right chords. They read and look… just like everyone else’s. And perform accordingly. So may I make a suggestion since we’re friends and colleagues: By all means look for staff and external partners who “get it”, but also consider people who don’t and ideas that don’t fit nicely. It’s never been more important to be different and differentiated. That thump you heard is me jumping off my soap box. #marketingtips #marketingstrategy #marketingagency #aimhigher Want more? Go to: https://lnkd.in/eMgPPsZw

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Why Color Theory Matters More Than Ever in 2024 🎨 In an age dominated by digital screens and shorter attention spans, color can make or break your brand. Ever notice how a single hue can evoke emotions, trigger memories, or even change perceptions? I’ve seen firsthand how critical color choice is in guiding consumer behavior. Whether it's the calming blue of a tech website or the passionate red of a fitness brand, colors speak louder than text. 🔵🔴 So, next time you’re working on a design project, don't just pick any color from the palette. Dive deep into what each shade represents and how it aligns with your brand’s message. The right hue could be the key to captivating your audience and solidifying your brand identity. 🌟 #ColorTheory #GraphicDesignTips

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The first Creative Director Masterclass is halfway through, time to sign up for the next one. Why do it? Well, it's lonely when you hit that CD chair, you need to get a lot right and navigate a lot of sh#t. Advice helps. I've done all of that and can guide you through it. In 2019 I wrote a post on LinkedIn called - HOW TO BE A CREATIVE DIRECTOR WITHOUT SUCKING AT IT. That post got 800,00+ views, about 10,000 likes and around 600 comments - it struck a nerve. In the post, I shared around 15 things I believe you need to do to be a better and more effective Creative Director/Leader. Then, I started coaching current Creative Directors/Leaders and those who wanted to grow into the role. If you're keen to get this role right, then get in touch. Limited spots are available - I am a one-person operation. Some more details are in the attached carousel. #creativedirector #creativecoach #creativecareers

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✨ The "itch"—that grinding feeling of discomfort many consumers experience when the gap between who they aspire to be and their actual behavior, becomes too hard to ignore. It's a balance between the two trends: Status in Sustainability and Reckoning With Reality. The sustainability itch is real and it's triggered by three key barriers: time, money, and knowledge. Consumers want to make more sustainable choices, but these obstacles hold them back, creating a space of inner conflict. And it’s this discomfort that will drive future migration from today’s brands to those offering real, accessible sustainable alternatives. At Above The Clouds Communication , we dig deep into these insights to understand what’s really going on in the minds of consumers. Through our Future Series Reports, like The NXT Sustainable Consumer, we explore how consumers feel, think, and aspire—and how brands can tap into these emotions to create lasting change. 🌍 Want to know why 8 out of 10 consumers identify with sustainability but feel stuck in their ability to act? And how this will impact brand loyalty in the near future? Check out The NXT Sustainable Consumer Report here: https://lnkd.in/d7FYbCnx ❓ What’s the biggest barrier stopping you from living or consuming more sustainably? And what would help you make more informed choices? #sustainability #thenxtsustainableconsumer #sustainablefashion #fashion #consumerinsights #brandbuilding #sustainable

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GPT4 Refugees? Yep, that's a thing. Many enterprises do their proof of concept (POC) with a high-end AI LLM. Then, they realize that compute costs explode if they deploy at scale. For most use cases (support, customer success, etc), less expensive LLMs can do the job with high accuracy, predictability, and security. Check out Neil Shepherd's timely clip from the Position² Growth Marketing Summit. Cohere

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Pillar 4 at INNOCEAN USA CREATIVE FOCUSED, SCIENCE INFORMED Effective, meaningful work is the love child of science and creativity. When our ideas are backed by data, research, AI and insight, they resonate and become more effective. When art and science are equally employed, there is no limit to what we can achieve.

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I read about one branding agency that at the beginning of every project asks AI for ideas, and then says "That's what we won't do. We have to go beyond what AI would." Marc S. Pritchard, the head of brand at Procter & Gamble, says that regardless of the technology, the creative will always come from the people and the heart, and I completely agree. The latest AI tools for designs, writing, etc., are extraordinary, and can act as assistants, but by their very nature they will rely on what came before. When I see the videos and audio, etc., that they produce they have high production values but are predictable. Only a human will have a breakthrough, unique creative idea that connects with other people. https://lnkd.in/erVzFxDy

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The slogan “Save Money. Live Better” means something entirely different to Gen Z—and even Walmart is taking notice. In an arguably bold move for the conservative mega retailer, it is taking its private label brand, No Boundaries to Roblox this month. This strategy to move launch the private label brand on the Roblox platform “Walmart Discovered” furthers Walmart’s shift from “Everyday Low Prices” toward immersive experiences. What’s behind the move? For starters, this mainstream big box has worked to earn the following of Gen Z—a more savvy, underspending cohort. Now, the brand aims to create a dynamic, interactive world where even private label brands come to life and engage consumers in ways we've never seen before. So, how will “value” be experienced if not merely through lower prices? The benefits of tomorrow’s most compelling private label brands will be realized through unique, branded experiences. This shift is shaped by a few drivers: 1.     Premium-ized Retail: Even the most modest of retailers are raising the bar on customer experience. As a result, people expect more than just product-lined shelves. They want stories, discovery, and interactions. Leveraging platforms like Roblox, brands can build communities and deepen connections with younger, content-savvy audiences. 2.     Personalization: Today, brand engagement is fleeting. Perception and loyalty are now earned through the integration of gamified elements and personalized experiences within emerging virtual environments. Imagine completing a virtual challenge that unlocks an exclusive product drop, or branded events that bring both entertainment and shopping opportunities to life. 3.     Digital-Physical Synergies: All realities are real. Consider the line between online and offline shopping blurred. Virtual try-ons, digital collectibles, and AR experiences aren’t simply novelties. Instead, they now drive measurable foot traffic to physical stores and vice versa.  4.     Sustainability & Innovation: As brands experiment in the digital realm, there's potential to appropriate certain activations more sustainably in digital realms—to create innovative product designs that might not otherwise be feasible. With the benefit of data, brands can understand consumer demand before or even without creating a physical offering. It may be too soon to understand whether Walmart's Roblox venture is more marketing gimmick than signpost. However, this move is evidence that even seemingly conservative, behemoth brands see the value of investing in the cultural vernacular of younger consumers. Could it be that they have identified that the values of today’s gamer might not be that different from self-labeled savvy under spenders? Is experience is the new commodity? If so, are you ready to join the revolution? #RetailInnovation #MetaverseMarketing #FutureOfRetail #PrivateLabelRevolution #WalmartOnRoblox #DigitalExperiences

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The third video in the series celebrating 16 years of Slide:ology I get into diagrams. I love diagrams so much that I created Diagrammer® (link in the comments). Enjoy! #slideology #diagrammer #presentationdesign

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If you're still playing by the same rules, you're already losing. Corporate life taught me systems and structure. Entrepreneurship taught me that I can rearrange, dismantle, and reconfigure as needed! My transition from corporate to the creative space wasn't easy, but the biggest lesson I learned is this: Success comes from the courage to disrupt. To create something that no one else has. Don’t be afraid to unlearn, relearn, and grow. #EntrepreneurMindset #CorporateLessons #BusinessGrowth

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