Tiffany Rolfe (she/her)

For brands, the highest honor, and greatest reward, is irrational love. The benefits are many. People are more likely to forgive you, pay more for your products, stay loyal when new competitors emerge and they'll instantly want your product...no. matter. what. As we dream up the next INNOCEAN USA, building and measuring irrational love for brands is critical to our mission. And the person at the heart of this is Cindy Scott, author of the Ad Age article below.

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Read this piece on our own James Brownstein of Poster Child and Brownstein Group.

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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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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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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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I don't typically post about my former activism, but today X announced that it was suing GARM, an advertising industry group dedicated to brand safety. It is bullshit. I know because I was threatened with the same lawsuit. Back in 2018, when I was running Sleeping Giants, Breitbart, an influential blog run by Steve Bannon, tried to sue me for tortious interference. Not quite the antitrust case that X is bringing, but it was filed for the same reason. All we had done was show advertisers, ironically via Twitter (now X), the actual content on which their ads were running. Over 4,000 advertisers backed out. Breitbart was obviously not happy, so they sent a letter notifying me that they were filing suit and asking me to preserve any and all documents between me and a number of people and organizations that had literally nothing to do with our organization. My attorney, R. James Slaughter, the greatest attorney on this green earth, sent them a note back asking them to preserve any and all documents between them, their funder Robert Mercer, the Trump campaign, and Steve Bannon, among others. We never heard back from them and the suit never made it to court. But the more important piece of his reply was that I was covered by the First Amendment. I was, of course, able to voice my opinion on their content and ask advertisers if they supported what I believed to be racist, sexist and bigoted content. I was also allowed to post screenshots of their own printed content. Advertisers, also protected by the First Amendment, were able to make their own choices that benefitted and protected their businesses. This case filed today is frivolous and I would imagine that Elon Musk and Linda Yaccarino well know this. For a platform that purports to protect free speech (but often doesn't) they should understand that advertisers have a right to make up their minds about where their ad dollars go. If they don't want to appear next to posts from actual self-proclaimed Nazis, who are now allowed back on X, it is their right. If they just don't want to be on the platform because they think it hurts their brand overall, it's their right. If they don't want to be on the platform because it's not worth the cost, it's also their right. I can tell you exactly how this suit is going to go. X will lose. But the goal is to both bankrupt GARM and scare advertisers into HAVING to advertise on their platform, and I hope that does not come to pass. As an industry, we are here to do what's best for the companies we work with and for. Any limits on that ability are truly anti-free speech. We can and should advertise in the places we feel work for us and our customers. Such is the First Amendment. You can sue all you want, but the rights you claim to protect for your users also protect your critics. You can't have it both ways.

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Programming note: *the brandarchist's guide to strategy* decks will be published on Tuesday mornings going forward. In the meantime, please help me grow the new Brandarchy Reimagined mailing list at https://brandarchy.xyz Tell a friend to join too, and get them to tell their friends... #brandtips #marketingtips #advertisingtips

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Hard to believe that this continues to be hotly debated and protested by both client and agency slide leaders. The answer seems obvious. I would argue against testing a Brand's positioning strategy with consumers. If the right leaders have the right inputs / data (especially consumer and competitive understanding), I recommend not testing a strategy per se. Rather, I encourage clients to move briskly into creative development and then test the creative. This serves as a disaster check on the strategy and also paves way to getting business building creative in market.

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If you haven’t read the new OUTFRONT Advertising Trends Report yet, here’s a sampler of the media trends covered in the report.

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Patrick Horbas and Eric Hansen provide some context for BBDO MW's new work for Hormel Foods' innovation, Planters Duos. I like the ads, and I love the product. See The Clios Muse article below. #snacking #foodmarketing #innovation #nuts #creative #advertising

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For marketers that work with creatives (or really anyone involved in brand decisions), this book from Marty Neumeier is a great resource. It’s smart, clear, and an easy read. Grab it. https://a.co/d/bkEoFxZ

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Too many brands think they know their audience based on shallow data, but real understanding goes far deeper. We’ve seen this with the backlash against DE&I initiatives and boycotts. It’s a reminder that in today’s fragmented world, confidence without true insight can backfire—big time. Check out my latest MarTech contribution

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I'm deeply saddened to hear of the purging of creative talent at a company where several brilliant people I know worked. There's a disheartening belief at some companies that thoughtful, creative, strategic thinking isn't as valuable in an AI and data-driven marketing landscape. Nothing could be further from the truth. My strongest desire is to secure a role as a creative leader at a forward-thinking startup or entrepreneurial-minded growing company that needs exceptional, passionate, inquisitive minds to expand its brand, engage its community, and propel its marketing and creative efforts. If that happens, I could bring a team of people who fit that bill perfectly and immediately transform an in-house creative/marketing team. If you're looking for creative talent — ranging from brand management, design, content development, digital marketing, creative leadership, video marketing, data storytelling, and/or social media marketing, message me. I can direct you to a wide range of talent seeking immediate employment. And I can provide you with the highest recommendation and vouch for their tremendous capabilities.

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Pitching to Win vs. Solving the Problem... What a privilege I had moderating this Advertising Week panel with Suzanne Barbosa of Atlantic New York, AAR Partners' Lisa Colantuono, Ben Grossman of Doner & Grubhub's Marnie Kain. Key Take-Aways: 🤏 Start Small: Brands don't always have massive, world-changing, Cannes-winning needs. Small challenges give the right agency a chance to demonstrate value/fit, and open the door to solving bigger challenges. 💡 Beyond the brief: While it's incumbent upon a client to be specific in a brief, agencies have the objectivity to uncover problems beneath the client-perceived issues. Dig. ⚡Flash doesn't replace expertise. Stunts may work in some scenarios, but rarely do they start a win-win relationship (or even win the pitch at all). 🙏 Sincerest thanks to these pros for a truly engaging, practical session. #AWNewYork24 #advertisingweek #advertising

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Aspiring Strategists..grab these tips! We recently chatted with Will Nichols– Chief Strategy Officer/Growth Marketer on advice to aspiring strategists: 1️⃣ Build your analytical skills. Assess the situation and look at what’s required to develop a plan with structured thinking and logical storytelling. 2️⃣ Have a point of view: It’s ok to be unsure on how to tackle a strategic brief but take look at your first formulated point of view and try and back it up with evidence. That can be a really important first step in the process. 3️⃣ Never think you have all the answers. You might get insight from acquisition marketers or an associated team about how to reach an audience. Don’t be afraid to ask for other opinions or have other cooks in the kitchen because ultimately it’s going to make the work better. Also here are some great courses and follows to expand your knowledge base: ADMA Coursera Udemy AdSchool Australia Marketing Week Mini MBA with Mark Ritson Give these thought-leaders a follow: Julian Cole - Strategy Trainer Mark Ritson - Founder Marketing Week Mini MBA Tom Burrell - Subscription & Retention coach. For great insight on Will Nichols journey and what it takes to be a strategist, listen to our latest podcast in the link below.

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Last week at Google, at my team's (Agency Data, Measurement, and Analytics) onsite, I had the distinct privilege of moderating a fireside chat with my client (and friend!) Helen Lin, Chief Digital Officer at Publicis, who is a total industry powerhouse. Helen brought immense inspiration to the conversation and dialogue on change, staying agile, and how to best collaborate with clients. My three favorite lessons below - 🚀 Be introspective and iterate - Take time to be thoughtful about reorganizations and new titles because it’s all about aperture. Give each other grace for the discovery phase because that takes time, and it’s not simple. Messy means opportunity! 🚀 Change is hard - Swing change like a "sledgehammer" and push through noise. When you’re transforming quietly, you have the opportunity to come out strong. Play to win! 🚀 Become client’s trusted advisor - Truly understand clients’ problems and have no preconceived expectations on the solutions. Spend more time listening and understanding their aspirations, absorb it, and then reflect with ideas.  Even when we don’t have the answer, we can always provide a perspective! Thank you Marta Martinez Christina Mohebbi Nadia ✨ Carta for your support and Ada Rice for being my partner in crime!! 🙏🏽 #stayingagile #change #trustedadvisor #data #measurement #analytics #agency

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This is going to be a real challenge. Recognizing the importance of authenticity in brand story telling is critical. And as the author states..."The key is to blend the innovative capabilities of AI with the irreplaceable value of human insight, ensuring that your brand tells authentic stories that resonate with your audience." #authenticity #authenticcontent

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I remember in my early career, digital and traditional spending was right around 50/50 overall. Bottom line is we as strategists need to be sure we are helping clients get the best possible outcomes for their advertising. That means keeping closely in tune with both business outcomes and media performance. Rather than categorizing digital vs. traditional - I like to focus on effectiveness. I don’t care what method of advertising is used, so long as I approach it with the best possible outcomes for my clients.

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