Tom Beck

The market has officially shifted from a lazy river to whitewater rapids (and it's about time). We're seeing a 50% uptick in referral-based business at Chief Brand Advisory (CBA). The species of engagements ranges from brand strategy, design, and identity systems to advertising, social content, go-to-market materials, pitch decks, and videos. Here's a list of the types of requests we've received in the last 30 days alone: ➕ 2 Global M&A Rebrand Assignments: Establishing a unified identity post-acquisition. ➕ New Brand/Product Launch: Introducing fresh, innovative products to the market. ➕ Agency of Record for a Major Marketer: Leading a brand refresh including messaging evolution, a new TV campaign, and social content. ➕ Later-Stage Company Shifting Focus: Moving from an acquisition-centric strategy to a balanced brand and acquisition focus. ➕ Updated Go-To-Market Materials: Repositioning a software company to target new audiences. ➕ Updated Pitch Deck and Founder/CEO Videos: Enhancing investor presentations and leadership communication. If you're a seasoned PM or Account Lead, Writer, Graphic Designer, or a .ppt/Keynote Samurai who develops investor presentations and can come in through a referral (someone who knows me), please reach out to [email protected]. It looks like Q4 is going to be incredibly busy. Whoot! #brand #brandbuilding #marketing #founders #mergersandacquisitions

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Sometimes the stars align, and you get to share your passions with the world. Sure, I know marketing - but did you know I'm the world's foremost expert on the ambrosia of the gods, otherwise known as Diet Mountain Dew? (Those of you who know me personally...know this to be true). I got a chance to talk to Charles Passy at MarketWatch about my love for doing the Dew (and a few thoughts on why it's not clicking with Gen Z). You can read about my absolutely appalling habits here: https://lnkd.in/eh32DfWj I'm completely aligned with Serenity Griffin, who is quoted on Mountain Dew's artificial coloring. To me, the neon green is part of the appeal, but for wellness-obsessed Gen Z, I get it! But the idea of a "clear" Mountain Dew soda is just so counter to the brand, I don't see how that could ever work (I imagine it going down the same path as Crystal Pepsi). If I were PepsiCo, I'd consider two campaigns: 1) Bring back DewMocracy. It is quite literally a bipartisan soda -- apparently loving Dew is a prerequisite for a United States VP. You could have SO much fun with that. And 2) Lean into being a guilty pleasure. Drink your dew while you're getting ready for a good bed rot. Enjoy the ultimate (but relatively benign) vice (see what I did there!?). #marketinginsights #publicrelations #genZ

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Just a few spots left and just one week away! Bring your teams for some hands-on marketing planning activities. Join a track for a half day session: 1. Brand Personas 2. Content Marketing 3. Marketing Plan on a Page

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🎧 Curious about AI but not sure where to start? I joined Business Success with Human Design with my friend Nancy O'Keefe to break down AI for anyone who feels like it’s “too complex” or “only for tech experts.” Spoiler: it’s simpler—and more enjoyable—than you might think! In this episode, we discuss: My journey from AI newbie to “AI evangelist” and why I’m so passionate about helping others explore AI. Practical stories, like how my friend Phyl uses AI to write compelling grant proposals and how Lisa saves hours each week on social media with AI. Simple steps for anyone to get started—no tech experience required. If you’re ready to discover how AI can transform your business (or just have a little fun), tune in! Plus, I’m offering a free AI Demystified PDF and Cheat Sheet to help you get started. Just reach out, and I’ll send it your way. Radio: Thursdays, Nov 7 to 28 at 7:00 AM and 7:00 PM Eastern (link in the comments) Podcast: On all the usual channels after Nov 7. #AIDemystified #AIforBusiness #SmallBusinessTips #HumanDesign #LinkedInLearning

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We’ve all seen examples of brands or influencers who in times of crises opt to “turn off” the comments. It’s something we heavily recommend against in our risk assessments for new campaigns and this new study shows exactly why. As soon as you turn off the comments, the trust from your consumers drops. https://lnkd.in/e5a5YKNA It shouldn’t be a surprise, this is a pretty predictable outcome. But in times of crises, if you haven’t pre-planned, when reputations are on the line, it feels like an easy solution to make the pain go away. The lesson: ensure reputation and crisis planning is built into every campaign. With a clear stakeholder plan and pre-agreed responses to predictable hiccups. 9/10 you won’t need it. But for the one time you do - it’ll be worth the foresight.

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GORP-core: Fashion Trend or Strategic Opportunity? The buzz around GORP-core has outdoor and performance brands buzzing—yet there’s a fine line between seizing an opportunity and falling into a trap. What started as a trend grounded in utility and function, but elevated by cultural pioneers, has led many brands to pivot toward a style-driven approach, catering to segments like the Luxury Lovers, Stormhunters, and Tastemakers. 🌍✨ But here’s the challenge: chasing style trends can push brands into a cycle of “what’s next?” 🔄 Without a solid anchor in performance and innovation, the focus on aesthetics can dilute authenticity, leaving core outdoor consumers—like the Functionalists (28% of the market)—questioning where the brand stands. When brands focus too heavily on lifestyle trends, they risk losing the trust of their largest and most loyal segment, those who value protection, performance and practicality. However, this shift doesn’t have to be negative. The key is balance. Brands can successfully expand their reach without alienating their core by staying true to what defines them—innovation, performance, and sustainability. Want to make sure your brand stays authentic and compelling 2025 and beyond? Let’s talk about how to craft a strategy that resonates—keeping you ahead of trends while staying true to who you are. Navigating these complex dynamics requires a clear strategy rooted in real consumer insights. At Above The Clouds Communication , we help brands find that balance—guiding them to make informed decisions on strategic marketing, messaging, and positioning to build long-term relevance and trust. In a time when consumer behaviors and trends shift rapidly, understanding what truly drives your audience is more critical than ever. Whether it’s embracing new opportunities or solidifying your core, it all starts with the right insights. #Outdoor #sports #Performance #BrandStrategy #GORPCore #OutdoorInnovation #Sustainability #FashionTrends #ispo #ispomunich #ispomunich2024 #strategy #marketing

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Ultimately, staying politically neutral is a better strategy for mass-market brands. The marketplace is already divided, and a brand's role should be to unite customers around a shared value: the value of the product or service. Don’t let political ideologies detract from your brand’s and business’s success. A lesson Sticker Mule is learning......

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AI keeps pushing the bounds of advertising and marketing, and seeing all of the advancements is so exciting. Knox News reports on this and notes that each advancement makes people's jobs easier and decisions more accurate. Technology is only advancing more, and it is up to us to make sure that it is used ethically and responsibly. The way to do that is through regulations and lots of education surrounding the use of AI. #Ai #Marketing #Education

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Brand equity represents the perceived value of your company to your audience. It's how some companies can charge five times more for the same product compared to their competitors. Building brand equity relies on consistency: - 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 - 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁 𝗱𝗲𝘀𝗶𝗴𝗻 - 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝘀𝗲𝗿𝘃𝗶𝗰𝗲 Avoid experimenting just for the sake of change. Stay consistent. https://lnkd.in/gX5y5zRh

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https://lnkd.in/gSNGxFQp The Spencer Stuart annual CMO Tenure Study offers compelling insights into the evolving role and stability of CMOs, particularly noting the tenure stabilization at 4.2 years for Fortune 500 CMOs. It's intriguing that B2B CMOs tend to have longer tenures compared to their B2C counterparts, with 4.5 years versus 4.0 years respectively. This difference likely reflects the distinct challenges and market dynamics each sector faces. The study also highlights the increasing trend of CMOs taking on broader responsibilities and the significant number of first-time CMOs being promoted internally, suggesting a strong emphasis on leadership development and succession planning within organizations. It is great to see that women now represent half of Fortune 500 CMOs. I believe it's important now for companies to turn their attention to improving development and support systems for diverse high-potential leaders. #CMOtenure #B2BMarketing #Leadership #WomeninMarketing

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Not a headline I expected to read. Five Expert Tips for Brand Marketers Thinking of Collaborating with a K-pop Act. Now you know.

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What do you think, is it worth the hype? A colleague shared this article with me today, and it is too good not to share more broadly. IMHO, most public sector orgs are far from ready for GenAI: 1.) because the tools are not mature enough, and 2.) because most orgs have some housekeeping to first (e.g. data, policy, processes). As my colleague pointed out, we haven't even really tapped into the full potential of more mature types of AI yet and some are ready to leap ahead to the unknown of GenAI. I'm here for it and excited about it, BUT...use caution when running toward the shiny new thing! https://lnkd.in/ePsappRB

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Inevitable. ... Sad. ... And totally unavoidable news that dropped today. I hurt for my friends and former colleagues in departments whose jobs will be affected. But as I've said a million times since leaving the business almost three years ago, there's a wonderful world of opportunities out there -- and people will be blown away by your skills. You can and will flourish. As for the future of journalism in New Jersey, know these things: 👉 NJAM will be a different organization moving forward. It has to be. But in no way is this the death of the state's most important and most influential news organization. We're not going back to the early 2000s, but don't believe the haters. It is really about growth from here moving forward, and there is a digital news business in place -- one that is bigger and healthier than most would imagine. 👉 The opportunities to do great, impactful journalism have never been greater across all the digital platforms. 👉 Never bet against the smart, determined and resourceful people still in the newsroom. They're the ones who built a digital business with about 25% of the staff resources from our peak. 👉 Never bet against the Newhouse family or Advance's leadership team and what can be done with 15 million unique visitors a month. That's a lot of eyeballs and a lot of data. Those earliest rules of digital still make sense: First, build an audience. Then, monetize it. To put a bow on things: Be the supportive friend today. It's not that hard and there are people who need that more than anything today.

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When I first piloted team-based #strategy #freelancing in 2021, it was very difficult for many agencies to accept the model. "Teamlancing" is no longer a new thing, even for the strategy discipline, but at the time, we got lots of objections: ❌ "It's hard enough to manage one freelancer." ❌ "Won't it be more expensive?" ❌ "Creative needs a team. Strategy doesn't." Now, 50 agency clients and 3 years later, we hear things like: ❤️ "I love that I can turn to one resource for multiple strategy needs." ❤️ "I can get 3 strategists for close to the price of one?" ❤️ "Our team appreciates having a deeper strategic braintrust." And the number one thing we hear from agency leaders: "I love this model." In a time where clients are demanding more project work instead of retainers, CMOs are moving work in house, and it's hard to retain the right talent mix with so many ebbs and flows, turning to a small, agile strategy team is invaluable. Our team of 15 strategists flexes and expands to meet a variety of needs. Without hassle, time to vet resources or fixed-fee commitments. Because despite all of the changes in #advertising since the early pandemic, one thing remains true: agencies need to show up with great work, and great strategy is a critical part of doing that. No matter where it comes from.

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Successful CEOs surround themselves with experts to advise. Analytics, impressions, CTRs - what matters? All these new numbers now in marketing don’t make sense. It’s like learning to read a balance sheet. 😩 With our help, CEOs and CMOs can now look at a dashboard, have the correct metrics, and know what #marketing success is. Let’s do this.

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Trend: Personal Memoirs on Film   Thought this was interesting! "Memoirs in motion" is named as a luxury trend on the 2025 list from Virtuoso and the trend forecasting agency, Globetrender. According to the report, this trend reflects the growing demand for personalized story telling and memory preservation. People who take bucket list vacations may also hire professional film crews to document their travel, turning these holidays into personal legacies.   It's similar to what I've found to be true about memoirs ... they are more personal legacy builders, than ego. I talk about this in my latest blog. https://lnkd.in/gn_3cZEz Photo: Chris Murray from Unsplash

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This article highlights research that speaks to the importance of having brand consistency, which I wholeheartedly agree with. While its main focus is on brand guidelines for consistent design and content, I’d take it a significant step forward. In services businesses brand consistency is also (and more importantly) about how your people deliver on the brand values and promise with your clients and with each other each and every day. What brand strategy and guidelines do you have in place that help to ensure your firm is doing that?

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