Kevin Brockenbrough

As a fan of Nike, I’ve been closely following their fall, rebuild, and the various takes from industry veterans. This video from Eugene Healey really hit home for me, especially his point about consultants: “these people would rather do something wrong that they can control, rather than something right that they can't.” In my opinion, many brands today have shifted hard into performance marketing for exactly this reason. They’re deprioritizing or even cutting brand marketing—not because it’s not valuable, but because they can’t quantify it as easily. If they can’t see the numbers, they can’t understand the impact. But, as Eugene hints at with the stock chart, the lack of brand-building efforts will eventually catch up. The thing is, not every brand has Nike's resources to rebound. Hopefully, more brands will start prioritizing long-term brand building before it’s too late. #brandmarketing #brandbuilding

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Striking this balance is challenging, but achievable-->

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While many haven’t given up on the American Dream – they are finding it much less straightforward than originally perceived. This is a interesting article written by Rachel Wolfe that talks about consumer’s perceptions of the American Dream. A July Wall Street Journal/NORC poll of 1,502 U.S. adults shows a stark gap between people’s wishes and their expectations. ✅ 89% of respondents said owning a home is either essential or important to their vision of the future ✅ 10% said homeownership is easy or somewhat easy to achieve. The key takeaway? While the desire for traditional markers of success—such as homeownership, financial security, and a comfortable retirement—remains strong among Americans, the belief in their attainability has significantly diminished. Here are some ways we can address this growing sense of frustration and disillusionment among consumers regarding their financial futures: Address Home Buyer Concerns Head On: Use messaging that empathizes with the difficulties people face in achieving their home ownership dreams. Position your brand as a partner in their journey to financial stability and success. Offer Practical Financial Guidance: Consider creating content that provides practical advice on budgeting, saving for a home, retirement planning, or building financial security. (Blog posts, webinars, or tools like calculators or checklists) Highlight Affordable Options and Flexibility: Given that many feel that  financial security is not easily achievable, showcasing affordable options and financial solutions can help attract consumers who are feeling overwhelmed by traditional financial goals. Build Trust Through Transparency and Support: Share success stories, case studies, or testimonials from home buyers who recently purchased and have them share their own journey for making it happen. Target Messaging Based on Segmentation: The gap between aspirations and reality vary among different demographics. Segment your audience to deliver more personalized messaging that speaks to their specific financial concerns and dreams, whether it’s FTHBs, move-up buyers saving for retirement, or families seeking financial security. https://lnkd.in/gpx3HPYY

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One of the most important steps for Reimagining Your Work is understanding your BRAND...and to quickly identify your current brand, I suggest my readers and audiences should be brave and leverage their social network. If you want to give it a try, here is a series three posts over the course of a few weeks you can use. And if you think you can't do it, let me share a recent success story for you. My client (and friend), Cori Hembree, MBA got laid off last week after 26 years at the same company. She wasn't active on LinkedIn (835 connections and no posts in recent years) but she was up to my challenge, so she posted, “I’ve recently begun working with a career coach, who has encouraged me to evaluate my social network to identify potential leads for my next role. I am currently exploring new opportunities and would appreciate any recommendations on companies to research. To help me better understand the characteristics my next role should have, how would you describe me in just one word?” In the first 24 hours, her post got 470 likes, she received 79 comments, and her post was reposted 15 times by her network. Now, 5 days later, her post has 727 reactions, 110 comments and 21 reposts...and she has posted her second question. Think of all the doors that she has opened in less than a week. She is well on her way to her next new opportunity! If Cori can do it, so can you. Start today! #reimagineyourwork #brand #careerdevelopment

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Want to improve the quality and consistency of AI’s written output? Wonder how prompts, context, and templates can help?   In this article, we explore AI prompting techniques for getting quality written results. Why It’s Important to Balance AI Assistance With Human Creativity and Expertise There are currently two extreme views on artificial intelligence (AI) in […] The post AI Prompting for Writing: How to Get High-Quality Output appeared first on Social Media Examiner.https://https://lnkd.in/e8RvRCWy

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Does your brand need a more creative TWIST? This was the case for Ronnie Siegel, a designer with a BFA in Communication Design AND an MBA in Marketing. Like many creative professionals, Ronnie was putting all of her considerable talent towards her client’s brand building. But she was ignoring her own. It was an age old case of the cobbler’s children walking around with no 👞 👠 👡 shoes. Ronnie decided to invest in her own brand building and came to BrandTwist for our VIP one on one Brand Coaching to develop a brand with a more impactful TWIST. Together we focused on: 🌟 A new bold name to stand out and tell the story of her unique approach 🌟 💕 Tapping into her passion for collage - connecting personal + business 💕 🏛️ Brand Pillars "Translate. Integrate. Elevate" to demonstrate her process 🏛️ The TWIST? Ronnie decided to re-brand from her own name to 🎨 Collage Creative 🎨 with the tagline “Fusing Business and Design.” This “collage” concept is her unique TWIST. It plays homage to her passion and talent for creating breathtaking fine art collages. It is also a wonderful metaphor for her approach to her graphic design business. Her background in BOTH business and design allow her to tie creative skills with business acumen - for design that delivers tangible 💰 💹 results. Naturally, Ronnie created the colorful logo and impactful website herself. The result? A brand who’s own creative expression matches it’s work for clients. “I had put my business together quickly during the Pandemic and felt it was time to take a step back and determine a name and logo that better reflected who I was both personally and as a business. Working with Julie was transformative for my graphic design business. Her methodical approach and deep understanding of branding helped me uncover the essence of my identity and translate it into a unique brand. She had me delve deep into the core of who I am- my skills, interests, passions, desires, and had me TWIST them into a unique brand. This is a rare ability- to be able to find those connections, in order to create something completely new that works!" - Ronnie Siegel ⚛️ See what a fresh perspective can do for your brand. Book at Connection Session to see how to TWIST together! Details in Bio ⚛️ #rebranding #creative #businessbuilding #entrepreneurs

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As an engaged scholar (a fancy word for a practicing academic researcher), I’ve spent years studying marketing and have reviewed hundreds of scholarly articles and marketing literature. I have seen the power of scientific rigor when applied to marketing to drive business growth firsthand. All too often, many in the marketing world claim that behavioral science underpins their strategies, but real evidence of this integration is rarely seen. Many still rely on traditional, surface-level approaches that fail to incorporate the depth of insights behavioral science offers. Let's discuss. https://lnkd.in/dENDx-5v #Behaviorscience #growthmarketing #performancemarketing

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SUCCESS Magazine's September Issue is all about #freelancers. I've been reading through it today, and it's quite good. I especially enjoyed the article on Storytelling. It has good advice on something we all need to do. #gigeconomy

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My fifth non-fiction book of 2024 was "The Creative Act: A Way of Being" by Rick Rubin. The guidance offered by the book can be too abstract and even mystical at times, but considering that Rick Rubin is the author, this is expected. Still worth taking a look if you are a creator (or want to be one). #bookclub #bookrecommendations #book #art

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This new research paper from Nature Communications sheds light on why we are affected by Negativity Bias heuristic. Let's understand Negativity Bias first. We often pay disproportinately more attention to negative memories and experiences than positive ones and can let our future decisions be driven more by past negativity than we really should. Using optogenetic techniques, researchers in Hungary mapped neuronal activity in the brain exposed to negative experiences. Their research showed that negative experiences activate parts of the neocortex that creates "attention for aversive learning". Specifically, inhibitory neurons known for their capabilities of very fast activity, located in a deep brain nucleus play a key role in this process. What does that mean in plain English? It means that negative experiences get registered deep in the brain and at lightening speed, which is a sign that learning from negative experience is a deeply rooted, ancient strategy of survival. It is so strong that it can even override the effect of positive reinforcement. Surprisingly, neurons fired due to negative experiences are not direcly responsible for avoidance behaviors, but they trigger many other downstream inhibitory neurons in the brain that eventually convince us to avoid that negative experience in the future.

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More agencies should be willing to put their money where their mouth is and work on pay-for-performance for brands. Distrust for agencies is at an all-time high. Brands receive hundreds of unsolicited offers per day. There are many amazing creative strategists and media buyers who are great at what they do. I’m sure they’ll be making more money by working performance-based. 💸 The model is also a way to gain instant trust with prospective clients. Percentage of ad spend is an old model that incentivizes agencies to spend more, not make their clients money. Tubescience has been doing this for years, and they are one of the biggest agencies now. I’ve decided to move to a performance-based model, and I do Pinterest ads 😳 It’s also a way to prove Pinterest can work on click conversions. My model is a % of contribution margin generated by Pinterest. But, it can also be tied to revenue. What are your thoughts on pay-for-performance for marketing agencies?

I find this analysis fascinating as it speaks to our constant "evolution" of our basic needs. Thanks GroupM for providing some thought provoking ideas. "It found the Gen Z generation is driven much more than the classic food, clothing and shelter mindset of older populations, including the following shifts: From Physiological to Accuracy: Gen Zers are passionate and want to support companies that align with their values and provide them accurate, trusted services and information. This is the new, most basic need. From Safety to Safe Spaces: Gen Z will prioritize digital spaces that promote user safety. They view the internet as a harsh place. 64% do not trust everything they see online. So they gravitate to online safe spaces, particularly for marginalized groups. From Love to Fandom: A single person can be a part of an endless number of communities that impact their identities, influencing their purchase intent. In fact, Gen Z is 38x more likely to purchase products that borrow outside IP and 80% have made purchases via creator-led livestreams. Brands need to work with creators to co-build online communities and connect directly with consumers. Building Self-esteem Through Forums: Gen Z’s sense of self is a blend between online and offline identities. In commerce, brands can meet this need by providing products and experiences that enhance a consumers’ confidence within a certain group, even if it isn’t hyper-specific to them individually. From Self Actualization to Hybrid Advocacy: Think of “actualized” consumers as brand ambassadors. Gen Z’ers are not only advocates among friends and family, but they can be the same for brands, embedding it or its product into their identity, and even using it as a springboard for creation." How can streaming meet these new "needs" I'd love to hear from all my media-peeps out there. Let me know your thoughts. #evolvingmediaspace #meetingmedianeeds

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Maybe measuring last click isn’t the best way. It’s actually archaic and only building growth for Big Tech, and not your company. “Our research across hundreds of brands in dozens of categories shows that it’s possible to rigorously measure and strategically target the feelings that drive customers’ behavior.” If marketing is in the business of selling something… and we know we all buy things based off a myriad of emotions… then maybe it’s time to start measuring something else. It’s not rocket science. It’s emotional science. https://lnkd.in/euwMST4u #brand #marketing #storytelling #video #controlthenarrative #emotionsells

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Remember: A true presentation is meant to be presented … not read. So just like slides shouldn’t be text or data heavy, pre-reads shouldn’t be presented. With pre-reads, you can engage your audience without overwhelming them. #communicationskills #presentationskills https://drte.co/3ZoCods

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WHO DO YOU THINK YOU ARE? . . . People today want to feel understood and valued by the brands they support. As people explore their identities, brands must make them feel seen, represented, and supported. This means striving for authentic representation across diverse audiences and connecting with people on a personal level. Who are these customers? What makes them unique? People see their identity as more than just one thing. Here’s a breakdown (as per Meta commissioned research findings*) of the layers they identify with: → Heritage: 43% → Nationality: 42% → Gender: 41% → Race/Ethnicity: 39% → Age: 37% → Hometown: 34% Understanding these layers helps brands connect with people in a more personal and meaningful way. PS: What do you think defines you? * Source: “Global Society & Lifestyle Study” by Mintel (Meta-commissioned survey of 21,000 people ages 18+ in BR, DE, GB, KR, US, VN, and ZA, Oct 2022).

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Listen to my thoughts on the role that #psychology plays with #digitalmarketing , read more here: https://lnkd.in/ePcyuq8s

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Crafting a compelling brand story isn't just about selling products or services—it's about connecting deeply with your audience. Research shows that 92% of consumers prefer ads that tell a story rather than just pushing products, proving storytelling's impact in boosting customer loyalty and engagement. Think of Apple, not just selling gadgets but sparking a revolution in how we interact with technology, or TOMS Shoes, whose story of giving back resonates beyond their products. Stories stick because they're memorable—people remember narratives 22% better than plain facts, especially when they stir emotions. Whether it's through ads, social media, blogs, or podcasts, don't neglect the power of storytelling for long-term success. #Storytelling #Marketing #BrandIdentity

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J'dore a good from ----> to list. They appeal to my decisive nature; my desire for efficiency and simplicity; and, nostalgia for Vanity Fair's back page but they also create false dichotomies (and hopefully some good debate). Hot of the press from Canne here are "the Brand New Rules of Advertising" from Fast Company for us to discuss (and probably break if you're an Aquarius like moi). 1) From people stories (which replaced brand stories) ---> product stories Given our short attention spans, our crowded marketplaces, and wild expectations around growth this tracks. BUT, AI is going to make meaningful personalization possible and make all my 1:1 marketing dreams circa 2007 come true. We can get the right kind of story to the right person at the right time, finally! Will these stories be product driven - sure - but I'd leave room for people and brand, too. 2) From emotional connection ---> trusted differentiation Differentiation is absolutely critical but to pit it against resonant connection? I dunno, I'm leaning "yes, and." The author talks about our lack of emotional connection with Amazon and Amazon's lack of brand but I live in brooklyn and (assuming I actually get the package left on the brownstone stoop) I have *real feels* about convenience and saving my most precious resource: time. (We can debate whether Amazon actually did anything from a marketing perspective to foster these warm fuzzies but if brand IS the experience -- then it actually has spoken volumes.) 3) From brand ecosystem ---> brand universe 100% aligned. Anyone who's *successfully* grown a business, product, or brand will tell you, finding meaningful symbiotic relationships to foster growth efficiently is the name of the game and the make or break. You can't grow as an island. 4) From scaleable model ---> repeatable system Personally, I think we need repeatable systems that enable us identify and build scaleable models. At a certain point, you can't get enough juice for your squeeze so you have to have a proven way to find the magic again. I've written a lot of decks that have both these phrases in the same sentence living happily ever after to grow the bottom line. _______ 👋🏻 I'm Jess. I drive growth through innovative marketing strategies and damn good storytelling

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