Patricia Galea

Right now, our inboxes are overflowing with election and political news, Black Friday deals, and end-of-year promotions. In this sea of noise, standing out is the only way forward 📣 Brands need to tell compelling stories to close out 2024 strong. Here are a few techniques we’ve found at ARCH Collective, Inc. to make marketing messaging resonate: 🎬 Context, Conflict, Climax, Closure: Think of it as a four-act play for your audience. Start with the context (their world), introduce conflict (their challenge), push that problem to its peak, and resolve it with your solution. 👟 Make Your Audience the Hero: Your buyers are already the main characters of their own story. When crafting a campaign, make them the protagonist. Don’t ask them to imagine themselves in someone else’s shoes—they’re already wearing them. 📹 Use Mixed Media for Maximum Impact: Stories don’t have to be just words. Combine images, infographics, and videos to reach your audience on multiple levels. In today’s noisy digital world, stories with heart, structure, and visuals cut through. As we all prepare for 2024’s final stretch, ask yourself: Are my stories connecting deeply enough? Share your favorite techniques in the comments 👇 #Storytelling #MarketingStrategy #2024Marketing

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Coming at you live from somewhere between Oregon and Washington! I'm on this wild ride called a "workcation" with my best friend. She's doing board meeting stuff, I'm slinging brand strategies, and it been amazing- 10/10 recommend- The highlights so far: SIYL team Nailed a branding presentation that had our team doing virtual high-fives this AM- Networked over dinner with my friend's peers - Proved that "out of office" doesn't mean "out of awesome ideas"- This morning I am going to go see a client! This whole work-from-anywhere gig? I love it. Sure, there's work. But there's also: Laughs between laptop sessions Impromptu brainstorms over breakfast The kind of conversations that don't happen in at home or in an office. If you can have a workcation- do it. It's like regular work, but with better views and amazing company. Still got a few days left on this PNW adventure. Who knows what'll happen next? EDWARD ARE YOU OUT THERE? Is anyone else mixing business with best friend time? I want to know about it.

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Marketing history is full of brands that have faced intense competition over time. Some have won, many died and a few continue to slug it out. While the Pepsi vs Coke rivalry was legendary, brands are often threatened by categories or upheavals that were never part of their playbook: Covid19 changed the way we interact with hundreds of brands, and led to the instant rise of mobile wallets; UPI reduced usage of cash and some debit cards; pagers were killed by mobile phones… you get the picture.   However, some brands tend to have a blinkered view of what they consider as competitors.   Take financial investments, for instance: mutual funds will launch new NFOs hoping to beat other MFs; smaller banks are raising interest rates in the hope of luring fixed depositors away from their bigger brethren who are losing deposite to a booming stockmarket; digital gold platforms promise convenience over physical gold… the battle for your wallet is an ongoing one.   Then Kanika Saxena of The Economic Times Times writes a fabulous piece (behind the ET Prime paywall) on Patek Philippe watches in (she's also done one on whiskies as investments). And you pause.   At a time when the Apple Watch has made it hip to track time again on one’s wrists (remember that mobile phones also led to the decline of wristwatches and cameras) here’s a fascinating perspective on luxury watches. Even if the article is construed as a plug (perhaps because Rolex and Audemars Piguet get a mere mention in this article) it tells you that “between 2003 and 2023, Patek Philippe outperformed the S&P 500 by over 110%. Imagine buying a Nautilus for INR10.15 lakh in 2003, only to see it grow to INR1.4 crore by 2023. Compare that to the same amount invested in the S&P 500, which would translate to INR81.3 lakh – a difference of 53%.”   And while it’s almost impossible to buy this watch in India, there will be plenty of jetsetters who pick it up abroad, pay the 20% customs duty and flaunt it at the next Ambani wedding. Or will park it away quietly to literally pass time.   Now, if you can afford a watch that costs several lakhs and appreciates hugely in value, will you not consider investing in one instead of an MF or a startup or bonds and their ilk? Sure, watches come with inherent risks of damage and theft, but so does every instrument. And you can't quite wear a stock on your sleeve, can you?   There will be many but I know of just two people who have been smart enough to invest in timepieces: one is Mitrajit Bhattacharya, the mediaperson turned horologist; the other is a doctor in the UK (related via marriage) who buys Rolex watches and then sells them at a huge profit. Coincidentally, both are Bengalis – a people usually not taken seriously for their views on money.   But evidently they know the value of time. And for them, these watches probably compete with many other personal wealth instruments – only to win hand down! #marketing #brands #investments #wealth #luxury #onlyconnect

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Experiences shape us in profound ways, often unconsciously, and our past guides how we evolve. In my career, I’ve transitioned from HR to design, and now into marketing. Each pivot taught me valuable lessons about people, creativity, and strategy. These experiences aren’t isolated; I carry them to blend empathy and leadership from HR, creativity from design, and strategic thinking from marketing. At the end of the day, where I’ve been matters less than where I'm headed. By embracing my journey, I’ve built a personal brand that reflects who I’ve become and where I'm going. The beauty of reinvention lies in using my past not as a fixed identity but as a roadmap for the future. 🛣 🚗 🎯 Every person has a personal brand, whether you intentionally shape it or not. Are you actively shaping yours? If not, it may be time to realign your brand strategy. #brand #brandstrategy #personalbrand #marketing #executive #csuite

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As we're letting the US election and its implication on the world sink in, we marketers need to let something else sink in. Celebrities and legacy media. Is celebrity influence still influencing? Is legacy media still relevant? If you’re lucky, celebrity endorsement can help you raise product awareness and influence some perception. But when it comes to persuading people to buy something, you may want to look to creators with small but engaged groups of followers. On independent media, of course.

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What I learned about simplicity from Rick Rubin. A few years ago, I had the privilege of sitting down with Rick Rubin at his home in Malibu over a cup of tea to talk about driving forces in music and culture. The two main takeaways from that conversation that have stayed with me all these years are the following: 1. The fewer elements there are, the more space you can create around them. It's not what you add - it's what you leave out that makes the difference. When Michelangelo was asked how he carved the statue of David, he replied: "It's simple. I just take away everything that is NOT David". This is called Addition by Subtraction. Which basically means: Cut the crap! Or to quote Rick Rubin: "The fewer elements you have, the more you can hear the ones that are there. And they can sound better." Focus on the essentials and eliminate the noise. This has become my mantra when working with teams and brands. 2. Help others tap into their creative source. As a music producer, your job isn't to tell artists how to write a song - your job is to be a "therapist", helping them to access those inner resources where great art is created and channeled. Translated into my world, as a business coach my job isn't to tell people how to do their job - my job is to help leaders and teams access their full emotional and mental capacity and unleash their resources. It's as simple as that. That has been my driving force ever since. When complexity is the norm, clarity and simplicity become competitive advantages. If you are interested in developing your competitive advantage - follow me.

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Strap in, you sleepless psychopaths. This week’s tech & party lineup is wilder than your search history and longer than the line at Trader Joe’s: https://lnkd.in/gGVgMQzz From AI geekfests to pretentious paint parties, we’re serving up events faster than you can say “disruptive blockchain synergy.” That’s right, we’re adding some culture to your usual diet of pitch decks and vodka Red Bulls. Now, let’s break down this chaos, day by day: Tuesday kicks off with “Founders Run & Coffee.” Nothing says “I’m crushing it” like discussing your IPO between gasps for air at 7 AM. Wednesday’s a doozy. “LeadDev NY” (LeadDev) is herding tech leads like caffeinated cats, while “RAG++ NYC” turns AI into MI (Maximum Insanity). “Inside: Antler” peeks behind the VC curtain, probably to find all that sweet, sweet funding. And “NY Venture Summit” (youngStartup Ventures) is The Hunger Games of the startup world, minus the violence but with all the drama. May the best pitch win! Thursday keeps the tech train rolling with “Cybertech New York 2024.” Your toaster is probably there, taking notes. Meanwhile, “LeadingEng NY” is jargon central. Remember: nod and say “scalability” a lot. You’ll fit right in. Friday rounds out the workweek with “Tech Pickleball.” It’s like tennis, but with more buzzwords and less athletic ability. As for the weekend, our party lineup will ensure your liver hates you by Monday. From underground raves that’ll have you questioning reality to rooftop soirées where you can pretend you’re above it all (literally and figuratively), we’ve got your nocturnal needs covered. Remember, this is New York. Sleep when you’re dead. Or when you move to Staten Island. Same thing, really. (Joking...sort of).

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Being honest: I’ve been enjoying problem-solving more than ever recently. We’re seeing case-after-case validation of Ellipsis’ strategic approach to AI and the future of search, and it’s extremely pleasing. Our approach is to use AI for specific things (like FALCON AI for keyword research) whilst using human expertise for crafting content in order to beat the quality of stock generative AI. It’s nice to take some satisfaction from being right, but it’s also nice to keep up the pace: we continue to push hard on getting better and better so that we’re impossible for competitors to keep up with. In this week's Searching for Answers, read more about WooCommerce's latest domain change, and why pursuing SEO trends is a wild goose chase! https://lnkd.in/emNjp6UQ

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So, what’s it like playing the Dawn of Disruption AI Board game?   Michael Tuggle, President of Tuggle Creative Inc., Chief Creative Officer at Something Else* Strategies, and co-author of "Voice of the Underdog: How Challenger Brands Create Distinction by Thinking Culture First", https://lnkd.in/ddRvTiza and https://lnkd.in/dRrU_W58, recently played the game and had this to say. Greg: How did playing the Dawn of Disruption Game expand your understanding of AI? Michael: "Working in advertising and marketing, I consider myself fairly knowledgeable about AI and the potential it has to upend my industries and others. Ten minutes into playing "Dawn of Disruption," I was both shocked and frightened by how little I really knew. While the "DOD" game is fun, quick, and entertaining – think a hybrid between Trivial Pursuit and Monopoly – its real magic comes in how well it educates everyone sitting around the game board with every turn using real, practical examples highlighting actual AI companies and platforms that are currently disrupting every corner of the business world. I've never played a game where, after every turn, the players each wanted to write down the questions and answers for future reference but that's exactly what happened. For any company leader looking to learn more about AI, educate their employees, or integrate AI into what they do, "Dawn of Disruption" is an absolute must have." Greg: How did playing the Dawn of Disruption Game provide insights into what actions you could be taking to "Use AI wisely" for yourself and your other businesses? Michael: "We've all heard, 'Work smarter, not harder,' but that's often easier said than done. There's little question AI offers that potential, but the topic is so overwhelming, it's hard to even know where to start. Playing "Dawn of Disruption" is an incredibly smart first step. The game comes with hundreds of questions using practical examples that highlight actual AI companies and platforms currently disrupting the worlds we're working in. Some questions are very specific to a given industry like healthcare, or law, or marketing, but even if a player's not in those industries, there are AI lessons to be learned and tools that can be noted for later use. By the time I finished playing "Dawn of Disruption" for 45 minutes, I had two pages of notes to review for ways to incorporate AI examples from the questions into my own work. The first step to understanding AI and using it wisely comes with collective conversation. There were eight of us who played, and I would say most of us learned more about AI in 45 minutes than we have in the last year." A Call to Action! Play the Dawn of Disruption with us! Schedule a meeting with me at https://lnkd.in/dVNbJ7cv Indulge your curiosity and complete your free “AI Maturity Survey” at https://lnkd.in/ggpNA-ry

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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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We're standing at the precipice of a digital revolution, folks. A revolution where content creation isn't just in the hands of a select few – it's in the hands of everyone. I recently reflected on a fascinating conversation with V-Nova Ltd.'s Guido Meardi on the Voices of Video podcast. His perspective on the role of XR and the value that a new pixel streaming format can deliver was eye-opening. Watch the interview>>> https://lnkd.in/gtNyRwQD Yes, we'll always have the Spielbergs of the world crafting their masterpieces, but the future? The future belongs to all of us. Let's discuss the technology that is making this possible. V-Nova's PresenZ technology leads the charge, but something even more fundamental is at play here: encoding and decoding standards. Interoperability is crucial in pixel streaming. That's where LCEVC comes in—a standard that works seamlessly with HEVC, AV-1, or VVC as baseline codecs. So, what's the big picture here? As we move toward this democratized future of content creation, standards aren't chains holding us back—they're bridges helping us reach new horizons. The encoding technology is complex, but our goal is simple: we want to create volumetric content and consumption as natural as picking up your phone and taking a video. We're not just predicting the future anymore, my friends. We're actively building it, with interoperability and standardization as our foundation. The revolution isn't coming – it's already here. Check out my interview with Guido Meardi, the CEO of V-Nova, on Voices of Video. https://lnkd.in/gtNyRwQD

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“How did a seemingly soft-skill topic like “leading with empathy” end up featuring prominently alongside rapid-fire technological advancements, like generative AI?” Observations from this @Forbes author indicate that women’s voices being amplified at the helm of discussion panels and delivering keynotes has led to a more empathy-driven approach to digital innovation. Unsurprisingly, women’s empowerment = digital empowerment. https://bit.ly/4bgOat5 #womeninbusiness #womenintech #femaleentrepreneurs

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The Los Angeles Unified School District's recent decision to ban cell phones and social media for its 429,000 students during school hours has sparked debates among parents and educators. Some reasons supporting the ban include improved focus and learning, enhanced mental health by reducing social media pressure, and a safer environment with fewer cyberbullying concerns. On the other hand, concerns arise about parental contact during emergencies, the loss of educational tools, and the impact on social development and communication skills. What are YOUR thoughts on this issue? Is a complete ban the solution, or are there alternative approaches worth considering? Join the conversation in the comments below for a productive discussion. Share this post to invite more voices into the dialogue! #education #schools #parenting #teachers #mobilephones Rob Sacks Los Angeles Unified School District

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Nothing build confidence in a consumer than a peer review. Whether it be a friend, family member, or a stranger that aligns with their needs, interests, and values. It's really difficult to demonstrate these attributes with written reviews but UGC that shows the user physically, how they use it, how they talk, and the value they get from your product is gold. Generating this sort of content at the right moment is an art. Brands need to communicate different benefits at different points in the buying journey from discovery to purchase to nudge the buyer forward. In this clip from my conversation with Tom Logan, CEO and Co-Founder of Cohley on The MarTech Matrix Podcast, we discussed all the ways brands can leverage UGC right down to the point of purchase. Check out the comments for links to more clips and the full episode. #MarTechMatrix #Podcast #UGC #InfluencerMarketing #ContentCreation #BrandStrategy #DigitalMarketing Tom Barbaro Cogent Collective

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Focusing on one vertical ≠ staying in a bubble. This homepage hero from Regard tries to do the "Stage 3 positioning" (s/o to Anthony Pierri 🎸 for coining the concept) but isn't making it clear what exactly the product does, how it makes customers "the providers of the future" or what that's even supposed to mean. Unless your website is ONLY getting highly solution-aware prospects who are bought into your vision and have their finance and procurement ready to throw wads of cash at you—and $20 says you don't—your homepage should be much, MUCH clearer. (Or could this be perfectly clear to their ICP?)

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The four steps you can take to optimise your #podcast for success… before you even hit record: 1. Set strategic goals 2. Define your key metrics 3. Create benchmarks 4. Design performance tracking & reporting. I outline each of these in the latest edition of my newsletter, Podcast Strategy Weekly. Read & subscribe here: https://lnkd.in/eMZb_3zX #podcasting #contentstrategy #podcasts

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Bravery isn't born overnight; it’s cultivated! This episode of Beyond Your Default dives into the nuances of bravery vs. fearlessness and shares practical steps for building courage. https://lnkd.in/ekMVKYsn

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