Jason Rawlins

A really interesting case history on #brandstrategy. ““[Liquid Death] sees itself as a media company first and a product second,” observed Young. “The company’s CEO has said in multiple interviews that you can’t ‘own’ an ingredient like canned water, but it could own a unique brand, wrapped in a compelling package, with a bold point-of-view that speaks to a niche audience.” If this can not only be theorized but also successfully executed for a product most people would see as a commodity, how much more true this statement should be for categories with higher intangible value! #brandmanagement #branding #marketingstrategy https://lnkd.in/eaB8mMmw

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Just wrapped up an intense and rewarding RFP process to find new PR agency partners for some of our standout brands. While I’m not usually a fan of the traditional RFP, this time it felt right given the circumstances—and the results didn’t disappoint. We met with phenomenal agencies, both virtually and in person, each bringing their A-game and making the decision incredibly tough. In the end, it was the smallest details that set the winners apart. For those navigating similar waters—whether on the client or agency side—here are five insights I took from the process. 1. Vibe Check – This is paramount. If we’ll be working together frequently, a good culture fit is crucial. The account lead should absolutely be part of all presentations and calls – after all, we’re looking for a partner, not just an agency. 2. Budget Adherence – Stick to the budget. We set it with intention, and while we’d all love more flexibility, it’s essential to stay within scope. Offering “good, better, best” options is fine, but at least one should align with the stated budget. 3. Ask Questions – Even with a detailed proposal, there’s always more to understand. We provided an optional Q&A session and welcomed additional questions, even via email. Don’t hesitate to dive deeper – it shows commitment. 4. Creativity & Strategy – While every agency impressed with creative ideas, what stood out were those who shared their strategic framework. The “how” behind the idea is just as important as the idea itself, showcasing depth in thought and approach. 5. Meaningful Measurement – PR success metrics are always evolving. Go beyond impressions. We want to see how your agency defines and tracks success in a way that aligns with our brand’s goals.

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I'm a big believer in the power of Pattern Recognition, and here is a Pattern that I often find myself Recognizing: Things change SLOWLY, and then RAPPIDLY. For example, when I started consulting for talkshoplive® just a few years ago, the majority of marketers and media companies were either unaware of the potential of live-stream shopping and / or they misunderstood it and dismissed it. But Bryan Moore knew exactly what the potential - and power - of this new form of social-commerce was. So much so that talkshoplive® is to live-stream shopping what Apple is to tech, Google is to search, Meta is to social, Netflix is to streaming, and X is to turning 44 billion dollars in venture capital into 25 dollars in cash... But I digress. As Variety summed up today's amazing announcement, "NBCU’s massive reach paired with the power and scale of TalkShopLive’s multi-embed point of sale technology is truly a game-changing partnership for what the future of video commerce and bridging the worlds of entertainment and retail together looks like, by making every moment shoppable. This partnership is transformative for talent, brands, and retailers looking to reach new customers and drive sales.” In other words, if you SUDDENLY notice all of your favorite brands, retailers, and talent are collaborating on shoppable, shareable, irresistible content... thank Bryan Moore for that. Lord knows I do.

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🚀 𝗕𝗿𝗮𝗻𝗱 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗖𝗮𝗿𝗲𝗲𝗿𝘀: 𝗦𝘂𝗰𝗰𝗲𝘀𝘀 𝗙𝗮𝗰𝘁𝗼𝗿𝘀 𝗮𝘁 𝗘𝘃𝗲𝗿𝘆 𝗟𝗲𝘃𝗲𝗹 𝗼𝗳 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 🚀 The journey from an aspiring Assistant Brand Manager to a seasoned Chief Marketing Officer is exhilarating. It's a path filled with strategic challenges, leadership growth, and countless opportunities to make an impact. Reflecting on my own career, from climbing the ranks at Johnson & Johnson, to learning the ropes at General Mills and Coke, I’ve experienced the joys and turbulence of brand management firsthand. Along the way, I’ve had the privilege of mentoring and promoting many exceptional marketers. Through my latest article, I aim to share the insights and lessons I’ve gained—designed to help marketers at every stage of their career. Whether you’re crafting your first market analysis or leading a global brand strategy, these success factors will help you unlock the next stage of your professional growth. 🔑 𝗪𝗵𝗮𝘁 𝗱𝗼𝗲𝘀 𝗶𝘁 𝘁𝗮𝗸𝗲 𝘁𝗼 𝘀𝘂𝗰𝗰𝗲𝗲𝗱 𝗮𝘁 𝗲𝗮𝗰𝗵 𝘀𝘁𝗮𝗴𝗲? I’ve outlined five success factors that define excellence at every level of the brand management journey—from entry-level roles to C-suite leadership. Demonstrate these, and you’ll be ready to leap at your next big opportunity. 𝗖𝗵𝗲𝗰𝗸 𝗼𝘂𝘁 𝘁𝗵𝗲 𝘃𝗶𝘀𝘂𝗮𝗹 𝗯𝗲𝗹𝗼𝘄, 𝗮𝗻𝗱 𝗱𝗶𝘃𝗲 𝗶𝗻𝘁𝗼 𝘁𝗵𝗲 𝗳𝘂𝗹𝗹 𝗮𝗿𝘁𝗶𝗰𝗹𝗲 𝗳𝗼𝗿 𝗮 𝗰𝗹𝗼𝘀𝗲𝗿 𝗹𝗼𝗼𝗸 𝗮𝘁 𝘁𝗵𝗶𝘀 𝗹𝗶𝗻𝗸: https://lnkd.in/gfKHR5C9 What lessons might you add to help those rising up through the ranks?

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At NBCUniversal’s Brand Innovators event, experts revealed the secret to driving consumer engagement: cultural relevance. Moderated by Suzy's Lauren Lanzi, top leaders like Yusuf Chuku (NBCUniversal), Erin Goldson (Unilever), and Vince Lichaa (Rémy Cointreau) shared how to stay authentic while navigating fast-moving trends. Want to know their game-changing strategies? Dive into the blog for actionable insights! https://lnkd.in/eb9iXj5Q #MRX #ConsumerInsights

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The marketplace will look a lot different in five years. Mars United's Michele Roney offers 8 trends every hopeful network needs to consider in this new report. Check it out here: https://lnkd.in/gFNQnU-h

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Multiple shifts are converging to reshape our food industry, and companies across sectors need to get ahead of the changes. Join us to hear exclusive polling data on nutrition, sustainability, diets and spending, plus interviews with industry experts. https://lnkd.in/gjmWupZN

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Is this the end of the coolest lunchbox innovation in history? Kraft Heinz recently reported a $1.4B write-down on Lunchables, and it got me thinking about something we see all too often in the CPG world: iconic brands struggling to bridge the gap between nostalgia and relevance. Remember when getting a Lunchable in your backpack made you the coolest kid at the lunch table? That wasn't just luck. It was brilliant brand building that understood exactly what both parents and kids wanted at that moment in time: 🧀 Parents got a convenient solution that made their lives easier 🧀 Kids got independence and something fun to trade at lunch 🧀 The packaging was genuinely innovative for its time 🧀 And let's be honest - stacking those crackers and cheese was oddly satisfying But here's the thing: today's parents are different. Today's kids are different. The opportunity, though? It's bigger than ever. At Brand Now, we see this as a chance to bridge two worlds. Keep the soul of what made Lunchables iconic, while reimagining it for today's health-conscious, digitally native families. The secret isn't choosing between nostalgia and innovation—it's finding the sweet spot where both can thrive. #BrandStrategy #CPG #Innovation #FoodIndustry #BrandTransformation

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Arc was the most-awarded commerce agency at this year’s REGGIE Awards. 9 times. Reality: When you choose a life in marketing, you don’t always get to market things (brands, services, ideas) that directly align with your personal values. This year’s award-winning work created in partnership by Arc and Unilever: - Amplifies multicultural voices - Eschews perfection - Promotes family connection and positive self-worth in young women - Provides affordable, healthy meal options to families Do these align with my personal values? Yes. Yes. Yes. And…Yes. It thrills me to see this work connect with people, build businesses, perpetuate good in the world, and receive recognition for all of it. #IrresistibleCommerce #REGGIE #award #Unilever #ClientPartner #arcww

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Today’s modern consumers – especially women – are more multifaceted than ever before. How can brands break through? According to Cristina Wells, SVP Marketing, Subway, it's about delivering content and engaging guests in a much more meaningful way. "Consumer needs must be at the center of everything we do." For more insights check out the full webinar, Women Leaders Redefining Restaurant Marketing: https://okt.to/htPMeG #restaurantmarketing #subway #womeninleadership

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In our fresh series, 'Weekly Supplement', we delve into cultural phenomena, from emerging trends to inspiring narratives and current fixations, serving up a weekly dose of cultural news and intellectual stimulation. This week, we shine a spotlight on Ana Andjelic's recent article, "The Creative Economy: How brands exploit time to make money," revealing captivating observations on the modern terrain of brand narrative. Andjelic unveils how nostalgia has evolved into a valuable asset in today's creative economy, prompting brands to prioritize their heritage over innovation.

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We're running a webinar for Brands in a couple of weeks' time on Retail Media from an Advertiser's perspective (all of the information can be found below). If you're a CPG Brand Manager, Shopper Marketer, Ecommerce Owner, or you're in Digital Marketing, this could be a helpful session for you. A lot of the content out there right now is based on the theory - our intention for this session is to make it super practical & based on real-life case studies of those who we think are getting it right. We have a great panel line up, so you'll be hearing contributions from brands on how they're working in their organisations to set up for success in this 'new world' of advertising and I'm hoping they'll also be brave enough to tell you what they've gotten wrong too!

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As mentioned in a previous post, Chipotle's sales have been increasing as steadily as its prices. McD's? Not so much. The reason is simple: BRANDING. Chipotle's brand is built on fresh, quality ingredients. That's their value proposition. McDonald's value proposition is...well, the price/value of their fast food. It's a good place to take your kids & fam when you want a fast, cheap meal. But when input costs start inflating...and those costs are passed along to McD's customers...look out below!

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I'm excited to speak at the MediaPost Planning & Buying Insider Summit on the topic of shoppable media to answer questions like how do we define retail media & ecommerce and what does it mean to collapse the funnel #advertisingandmarketing #retailmedia #ecommerce #shoppablemedia

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Coachella: a cautionary tale for brands. Despite its star-studded lineups and passionate attendees (we see you, Taylor Swift!), the festival recently hit a sour note with a record-breaking lack of interest. Over the years, Coachella went from music fest to brand extravaganza. Brands, eager to be 'cool,' splurged on everything from art installations to VIP parties, reaping short-term benefits and boosting Coachella's visibility as a marketing benchmark. But nothing lasts forever, and now they're facing the music. What does Coachella stand for today? What legacy has it created? Without clear guidelines for partnerships, space usage, and participation - letting people use it the way they saw fit - Coachella's brand has been diluted away. Brands, take note: protecting your equity goes beyond logos. Comprehensive guidelines should cover employee conduct, decor, and partnership strategies, ensuring a cohesive brand experience. Coachella can bounce back, but it will take deep reflection before next year's lineup announcement to reclaim the essence that made it special to begin with. #Coachella #Brand #BrandExperience

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Thanks BrandStorytelling for having me be a part of this fun conversation on how we (brands) can break out and get noticed in todays modern, cluttered, digital content world!

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