Melissa Wallace

I recently listened to Black T-Shirts Podcast with legendary Brent Smart and Adam Ferrier, interviewing Wanda Pogue, an accomplished traditional strategist who's now pioneering something called "post-creative strategy." A new model of strategy that feels like it brings a tech-product and experimentation mindset into the brand world (which is my black t-shirt). The new model: Instead of crafting one big idea (or release), you develop your brand proposition and roll out multiple pieces of creative across different demos on social media. Then, you observe what over-indexes and mine into the comments for insights. You can optimise the creative or evolve it based on the new ideas that come straight from your target audience; because the best customer ideas come when they’ve never been asked for them. What I love about this approach is how it merges speed, experimentation, and real-time market insight. It's more than just A/B testing or feedback generation—it's essentially running in-market focus groups. The insights gained from real audience interaction often outshine pre-creative testing. I’m fascinated by these innovative shifts in strategy and how they’re reshaping how we gather insights. And how else we can apply a product mindset into the brand and marketing world. Experimentation is a scary mindset in the brand context, but just the same as with product, as long as you have your fundamental strategy right, everything else could and should be an experiment. Keen to know what you think of this approach, or what you think of experimentation, is it too scary? Too expensive? Or?

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Let's celebrate the great marketers you work with by nominating them for AMA Chicago's #MarketerofTheYear Award! Applications open today -- please share with your networks so we can recognize them the amazing work they do for your organizations! Details and link to the application, below. #marketingawards #marketingleaders #marketingteam #celebratemarketing

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Great post from Grace Carney Union Square Ventures on The Fragmentation Of Search: https://lnkd.in/egwnR95D Are consumers willing to pay for Search? We'll be able to answer that question in a subset of what current search excludes, when we launch our edtech MVP of MakeLoveNotPorn Academy in a few months' time: https://lnkd.in/e3jbrak6 - the aggregator hub for the best of the world's #sexed, searchable by age-appropriateness, cultural sensibility etc. At a time when open healthy #sexed is being censored and deplatformed everywhere (including deliberately in search), parents and teachers have told me for years, we'll pay anything for this service (while VCs/investors have refused to fund anything to do with this topic). We'll see - watch this space 😎

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To live connected, meaningful, purpose-filled lives—and contribute to a better world—we need each other. This powerful research highlights how belonging, personal growth, and shared experiences work together to help individuals live out their values. Or, if you prefer math: Belonging + Growth + Community² = A life of impact. Springtide Research Institute describes belonging as a process: 1️⃣ Noticed: Someone sees you. 2️⃣ Named: Someone learns your name. 3️⃣ Known: You’re truly understood. 4️⃣ Needed: You step up, contribute, and make an impact. These stages of belonging are universal, but the specific programs in this research—BBYO, Foundation for Jewish Camp, Hillel International, Birthright Israel Foundation, and Moishe House—show how intentional efforts create a ripple effect. One program connects you to a community. Another helps you grow. Another gives you the tools to lead and contribute. Each experience adds something distinct, and together, they create a multiplier effect. It’s like: One immersive program + One empowering experience = Exponential impact As leaders, funders, and community members, we must think holistically. Collaboration isn’t just a method—it’s the secret sauce to thriving individuals and stronger communities. Nice work, Jim Joseph Foundation and Rosov Consulting, for bringing these insights to life. What lessons can we take from this research to strengthen connections in our own communities? Let’s discuss.

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ICYMI: On episode 9 of "Two Friends Talking Trends," Pauline Baron, MBA and I welcome Mariah Tang to discuss the intersection of #PR and #ContentMarketing. https://lnkd.in/e8tzVvGq #marketing #pr #content #journalism

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"Purpose is dead. Long live purpose!" Two or so weeks ago, I had a thought-provoking conversation with Ken Beaulieu, head of the Association of National Advertisers' Center for Brand Purpose, about whether marketers are truly moving on from purpose or if it's simply evolving into something more profound. Ken shared research he conducted this past Spring with Internationalist Insights and was curious to learn my take on what it said about the evolving role of purpose in today's complex landscape. Some key topline insights I shared with Ken include: 🔍 Purpose: Evolving, Not Fading Despite sentiment among some marketers that purpose is "one and done," the ANA-Internationalist research reveals that purpose is very much alive and evolving. While 85% of marketers acknowledge that insubstantial purpose can harm a company, a strong brand purpose remains a “North Star” for organizational alignment and impact. 🔗 Beyond Marketing: A Holistic Commitment Purpose is maturing into what it is meant to be: much more than a marketing strategy. It's a company-wide effort transcending PR tactics, one that requires the commitment of the entire organization, from the C-suite to front-line employees to ensure it is embedded into brand DNA and business operations. 💡 Five Guidelines for Embracing Purpose: 1. Align Purpose with Organizational Goals: Purpose is most effective as a driver of decision-making and operations, not a stand-alone initiative or after-thought. 2. Communicate Authentically: Sincere messaging, backed by tangible actions, is crucial for resonating with all material stakeholders. Empower Stakeholders as Advocates: Engaged communities amplify brand reach and grow impact. 3. Cultivate an Ethical Supply Chain Across Sectors: Partnering with nonprofits and maintaining responsible practices enhance the honesty of purpose. 4. Embrace Continuous Improvement: Purpose is an ongoing tool for risk management and innovation. When activated effectively, purpose serves as a strategic compass for modern brands, guiding them to navigate today's shifting social landscape more fluidly. Embedding purpose in a brand’s DNA and business operations cultivates genuine engagement, enhances social impact, and drives profitable growth. For more in-depth insights, read my full article on the ANA's Industry Insights blog. (https://lnkd.in/eX7uGgcR) What do you think about purpose in today's landscape? Is it one and done or is its role evolving? Share your thoughts in the comments below! #Purpose #MarketingStrategy #Growth #Performance #CorporateResponsibility #SustainableBusiness #SocialImpact #BrandCitizenship #DoGood

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I just wrapped up a panel with the Marketing Leadership affinity group within the How Women Invest community with my hero Auntie Nancy Hayes, aka the Yoda of board membership, angel investing, and general badassery. We talked about different ways to serve on boards, a role in which experienced Marketers seem to be often underrepresented. Why? If I had to guess, I'd say: 1 - Most heads of marketing are women 2 - marketing is undervalued, especially under sales/revenue experience 3—Compound the first two with the messages you tell yourself about your own worthiness, and suddenly, you're a great marketer for everyone else but yourself. ___________ For those who are interested in getting closer or into the board room, there are so many ways to start/get experience: 1—Board Observer (one of my current board roles)—you represent the investor but have no votes. It is unpaid, but/and hugely essential to act as a bridge of visibility and communication between the fund you've invested with and the company in which the fund has invested. My role brings value to both sides with much less bias than the other VC board seats. 2—Corporate board director—There is much governance but not much influence on the product, as the company usually has big enough teams for that. There is a lot of hiring/firing CEOs (read: drama), which can still be fun, especially for those fresh-popcorn-in-my-bag swag kinda folks (both grossly generalizing and way understating this role's fiduciary importance, but you get the idea). 3—Independent board director—this is another of my favorite places to sit. It is much like the Board observer role but with voting rights and equity (although not always, as these terms are negotiated and influenced by the shareholding board seats). You are NOT representing a VC fund (typically), but you might have subject matter expertise in the product or are a generalist boss gal like myself and bring a sense of neutrality and balance to the board. 4—Advisor. Advisors are similar to IBD in terms of influence and type of advice but are not part of the board or its meetings. This role is usually paid in some combination of equity and cash. It's another of my faves. (Are you seeing the trend here?) We have not even touched non-profit boards (where I got my start and am currently sitting on my sixth), but we will save it for next time as it's a whole 'nother Oprah. If you want to learn more, How Women Lead is hosting its 5th annual #getonboard week, starting October 21. Hybrid virtual and in-person. Check it out: https://lnkd.in/diizwv8j #womeninleadership #boardofdirectors #howwomenlead #governance #boarddiversity #corporategovernance #boardservice #businessleadership #leadership Julie Candelon Susan Greenwood Schroeder Mikayla Ludwig

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I don't usually do LI on Saturdays but this was too good to not share. For the Founders in my community this advice from Angel Investor Katie Dunn provides The How-To on introducing yourself to others at Pitch events. While it's for the upcoming #NYTW it applies in anywhere. Study it. Follow it. If I may add: 🙂 Remember investors are human, not ATMs. Connect from a place of sincerity and don't just ask about them as a gesture, sincerely be more curious and care. While you may be anxious and/or excited about the opportunity of getting a deal, building relationships and reciprocity is always the most valuable win. Maybe they don't invest in your business today, but they may another time, or may be a better match for someone else in your network (offer the introduction). 💰 The money and the match is out there. Be assertive, but patient. Remember, you're not proving your self-worth as a human being, you are already doing your damn best being where you are. You are proving why your product/service is of benefit to the world today, that there's market demand for it, that it's able to generate an ROI and scale, and why you and your team are the best suited to lead the company forward. 💪 Own your strengths with confidence, these are your gifts, but also be humble and don't downplay your weaknesses. Know what they are and what's required to solve for them, see them as opportunities for growth and outside support. ⚡️ Psych yourself up, and ground yourself to find a healthy balance of energy. Athletes do this before the game, musicians before the show, speakers before the stage. Get good rest and sleep, hydrate, eat well, don't overdo the caffeine, go barefoot outside (true grounding on the Earth), stretch, and then do some jumping jacks, pushups - or similar to take that grounded energy and lift it up into a place of confidence and go-get-em attitude and helping get everything flowing through your body. You got this. Put on the music that makes you feel good, squeeze your loved ones, and breathe. ⭐️ Last but not least, remember your North Star. Remember why you're doing this in the first place. What sparked you on this journey, how would those engaged with your product/service be better off because of your success, what happened along your journey in life that put you in the right place and the right time to be where you are today. Find the thread. This will help you feel a connection to something greater than just you... whatever that is... In sum - treat this as a human experience, not a transactional one. ✌️ #pitching #networking #founders #startups

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Female/diverse founders, get all over this! 'Attention early-stage founders raising – excited to announce open applications for PEERLESS 2025! Led by AlleyCorp and Management Leadership for Tomorrow, curated programming will culminate in 5 founders pitching at Google's NYC headquarters in April, where one winner will receive a $1M investment from AlleyCorp. This isn't only about creating a more equitable tech ecosystem, it's about backing the next generation of exceptional founders who are uniquely positioned to shape the future. Applications opened on October 15th and close on December 6th 2024. While they welcome all early-stage founders with exceptional ideas, AlleyCorp is encouraging applications from startups that: Have raised less than $2M Are technologically innovative Have a strong go-to-market advantage Have identified a large market opportunity Are led by Black, Latine, Native American, or female founders All applicants will be invited to various ecosystem events with top founders and VCs. Learn more and start your application at https://lnkd.in/g_j8KVJR

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How do brands most effectively work with creators? It’s a hot topic, and I had the opportunity to dive into it with mega creator and NYC icon Ocky during our fireside chat during Advertising Week NYC. Watch the full conversation here: https://lnkd.in/dsnmGPJW The key to success? Finding the perfect balance between brand goals, storytelling, and creator authenticity. We’ve partnered with Ocky on high-impact campaigns for Scream VI, Teenage Mutant Ninja Turtles, and A Quiet Place: Day One, and each time, it’s been that balance that’s made the magic happen. Shoutout to Creator Economy NYC for being an incredible partner for our fireside chat, and to the growing, vibrant NYC creator community that’s raring to go! What do you think is the key to successful brand-creator partnerships? I’d love to hear your thoughts! #CreatorEconomy #BrandPartnerships #AdvertisingWeek #ContentMarketing #InfluencerMarketing #QYOU

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Unlocking the Power of Authentic Brand Messaging with Laurel Carpenter on SMarketPlace™ Live! -  $ales, Marketing 🎯and Rock and Roll 🎸 Join Tom Dempsey and Sarah Noonan and me to explore how Laurel, the co-founder of Pearl Consulting NYC, is transforming how clients communicate their brands with their expertise in authentic messaging, strategic branding and expert copywriting. Laurel's journey spans from initially providing traditional blogging to a focus on brand strategy and messaging, driven by client’s need for authentic, customer-centric communications in a post-pandemic evolving market. "Listening to your customers is not a one-time activity; it’s an ongoing process," Laurel emphasizes, highlighting the importance of continuous engagement and adaptability in branding. We learn how Laurel and cofounder Charles Herold, along with design partner, Charlie Birch helped a psychotherapy practice transition from a clinical description of services to a brand identity built on the tagline, “Real Therapy For Real People.” Discover her insights on brand archetypes and why integrating client feedback into messaging is so critical to a digital presence that resonates deeply and authentically. And as always, we dive into Laurel’s passion for rock 'n roll. From her first concert experience with Bryan Adams to her diverse musical tastes including the Grateful Dead and Alabama Shakes, Laurel draws fascinating parallels between music and branding. "Music is always evolving, and artists who stay relevant are those who innovate and adapt," she shares, emphasizing the need for innovation and adaptability in our branding, too. Don’t miss out on a fun and insightful discussion about brand strategy, customer-centric messaging, and the interplay of business and rock and roll with Laurel Carpenter on SMarketPlace™ Live! 👉 The full episode and additional highlights are posted on Publio’s website. Watch below! #BrandStrategy #CustomerCentric #Marketing #BrandMessaging #EmpathyInBusiness #RockAndRoll #Innovation #BusinessGrowth #PurposeDrivenEntrepreneurs

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SoSha's mission is to build a repeatable, organic alternative to advertising and in doing so make organizations understand that choosing to redirect part or all of their ad dollars to curating and engaging their community will help them build a healthy, sustainable growth engine that is built on loyalty and deep networks instead of the transactionality of the existing advertising model. I've just had a fascinating convo with my colleague, Areti Livanos, diving into the numbers we see from our customers and wanted to share these (still raw) but exciting data points.💡 One of the top SoSha users is spending 4 cents per every organic website visit they're generating through organic social shares driven through SoSha toolkits. The two platforms this organization is driving most of the clicks on are Whatsapp and Facebook. While I haven't yet been able to find a reliable source for Cost Per Click for Whatsapp (if anyone has those, please let me know!), the average cost per click for advertising on Facebook is $0.26 – $0.50. So, our customer is generating clicks at 10-20% of the cost of advertising through the power of their own community! Want to know the even better news?! 🤩 This cost through SoSha is likely to go even further down as the organization is continuing to engage their community and increasing the volume of social shares they're driving. 📈

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In 2023, I launched South Asian Trailblazers Agency arm because I realized we had inadvertently built a roster of the best talent out there: Founders, CEOs, CIOs across industries and disciplines. Our role, to put it simply, is as intermediaries, as agents: finding and connecting these leaders with visionary organizations seeking to tap into their expertise through a variety of formats: speaking engagements that resonate with their employees, brand campaigns to better reach certain customers, or advisory/expert consultations to tap into our leaders’ knowledge more directly. More learnings to come on building a media business of a different sort in 2024 (content, community, agency) — the learnings, the pivots, and beyond. But for now, I’m curious what do you want to know? 👇🏽

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Wondering what's new in the world of early-stage innovation research? Katie Sheehan's team has helped many brands use conversational research to better explore unmet needs and whitespace territories, understand their real potential in the market, and refine ideas. Register for the next Reach3 Insights masterclass webinar featuring Katie and Matt Kleinschmit to hear what they're learning and best practices you can use right away: https://lnkd.in/gwrpUxga #innovation #marketresearch #productresearch

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Great interview with Ted Sarandos of Netflix in The New York Times today. Especially love this part -- the story never gets old to me: “…it really helped us navigate this transition from physical to digital, because we just didn’t spend any time trying to protect our DVD business. As it started to wane, we started to invest more and more in streaming. And we did that because we knew that that’s where the puck was going. At one point, our DVD business was driving all the profit of the business and a lot of the revenue, and we made a conscious decision to stop inviting the DVD employees to the company meeting. We were that rigid about where this thing was heading.” For continued growth you need to always be thinking a few steps ahead.  That’s where I come in -- offering strategic marketing consulting services, workshops, trainings, talks + more to help you take on what’s coming next. #skatetowherethepuckisgoing #alwaysupstream #strategicmarketing #marketing #virginiajulianostrategic #strategicconsulting #streaming #netflix #media #legacymedia #waynegretzky

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Rodney Sampson is SO RIGHT. If VCs/investors would just fund Black/of color/female founders, we would ERASE UNEMPLOYMENT AT SCALE. Read about my MakeLoveNotPorn product roadmap here for how many jobs 'the human curation layer on top of the internet' can create at scale, while building a better, safer, happier internet for everyone through the female lens: https://lnkd.in/eaxp9rPR #FundBlackFounders #FundFemaleFounders #FundDiverseFounders

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An unlock for midsize brands working to breakthrough is to be prepared for their next generation of customers. 📈 Gen Z is currently aged 12-27 years old and is now the most studied young cohort rising into young and early adulthood consumers. Beyond being the next consumer cohort for your brand, here’s more reasons to study and tailor your marketing to this generation: ▪️ They will overtake Boomer spending by 2029 ▪️ They are projected to be the wealthiest generation ever ▪️ Gen Z will be the largest generation to date ▪️ This group will have the fastest growth in spending power 😮 Keep this group in the forefront when thinking about your annual planning at this time of year. There’s a lot of opportunity for any brand that wants to stay ahead or to break out of the pack! :: Want to create more boom for your brand? Follow me & click the bell (🔔) on my profile to see new posts! 🟧 Happy marketing! 🟧 #marketingplanning #genZ #consumerbehavior

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**Diverse Segments Represent Business Growth: Are CMOs Investing Accordingly?** I recently read an insightful article by my colleague Isaac Mizrahi, CEO of Alma on Forbes that delves into a critical question for today's marketers: Are CMOs investing appropriately in diverse segments? As we approach the second half of the year, companies are reassessing their business projections amid an uncertain macroeconomic scenario. With inflation and high interest rates impacting consumers, brands are seeking growth opportunities beyond price increases. Diverse segments present a promising avenue for growth. According to the latest U.S. Census report, Hispanic, African American, and Asian American consumers now represent 100% of the country's population growth and a significant share of business growth across various categories. Isaac's analysis of data from the U.S. Bureau of Labor Statistics reveals that between 2017 and 2022, total annual aggregate spending per household increased by 25%. Notably, the combined diverse segment experienced a 42% increase in expenditure, outpacing the non-Hispanic white segment, which grew by only 19%. Household purchasing power also surged, with the Hispanic segment growing by 46% to $1.3 trillion, the African American segment by 35% to $1.0 trillion, and the Asian American segment by 47% to $0.7 trillion. These segments now represent 30% of America's household purchasing power, up from 26% in 2017. Despite these numbers, many CMOs still view diverse segments as an extension of the general market, relying on single, broad-reaching ideas. However, connecting with diverse consumers requires a balanced mix of inclusive and culturally specific approaches, leveraging influencers, social media, and digital channels to amplify culturally relevant messages. Ignoring the significance of diverse segments, especially among Gen Z and Gen Alpha, could be a costly mistake. These consumers demand recognition of their whole identity, including ethnic pride and belonging, influencing American culture in music, fashion, food, sports, language, and entertainment. Marketers must invest strategically in diverse consumer segments to achieve substantial growth and become market leaders. It's time to put marketing investments where the growth is. Which side will you pick? #Marketing #Diversity #BusinessGrowth #ConsumerTrends #CMOs #EthnicMarketing #hispanicmarketing

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Crucial info on diversity in American business 📊 Eye-opening stats + actionable steps from the Great American Business Show. Worth a read if you care about building a more inclusive business world. Thoughts? Experiences to share? #DiversityDrives #BusinessInclusion

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