Whitney Alexander

☀ The YPulse Summer of Innovation starts TODAY. All summer long we'll be looking at the innovative brands, trends, and big ideas that teens and YAs are pumped about. And to kick it all off ... here are *the* most innovative brands according to teens. We interviewed over 35,000 teenagers in North America and Western Europe to find out which brands they is, "improving on what came before it and is willing to try new things.” #summerofinnovation #genz #teens #innovation #brandtracking

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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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"The opening lines of our AI policy drive this home: 'Artificial intelligence (AI), like most technology, can be used in positive or detrimental ways. We hired you. That means a lot to us. We want your ingenuity, creativity, and perspective first and foremost.' We have no interest in replacing our team with AI or software. When we hire people, it’s with a clear understanding that this role can only be successful with a human’s strategic mind. What makes Formada unique is the quality of our work." Read on to learn more in Garrett Jackson's fantastic new blog!

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It is great to see the doomsday predictions around AI calming down a bit. Turns out AI has a ways to go before it eats us. John Biggs summarizes AI's many failures wonderfully in the piece below. In PR particularly, for a time, AI was coming to kill us all. Take our jobs, render our whole shebang a worthless heap resembling an inner-Detroit neighborhood. Now that we've all had a look at AI for a sustained period, it's worth a conversation about what it actually does for our industry. A few things on my mind: 1) At Proper Propaganda, we've measured AI's impact on task-completion time. Predictably some tasks are a shit-ton faster with AI (even if you include the time it takes for a human to clean up the dross AI typically produces, even if well-prompted). In general, we are talking about doing certain things in 1/10th the time. Other tasks, though, are totally not AI-able. These tend to be higher-thought tasks requiring emotional intelligence and empathy. Designing stuff for humans, if you will. So in the end, as a group of pirates wielding AI-cutlasses, we are faster in general, but not at the work that is most valuable and gets us and our clients the most return. Perhaps in hindsight this should have been obvious. It was not for me. 2) Here is my big question: As Drew McLellan and his Agency Management Institute gang have said ad nauseum, agencies should hire a full time employee for every $175k in annual AGI (adjusted gross income). So how - if at all - does AI change this? Can an account exec be loaded up with $200k in annual AGI worth of work? What is the new number, if there even is one? In my shop it feels like people can handle more than they did pre-AI. The new talent that top performers have in spades? Understanding what tasks can be farmed to AI and what tasks need full human effort. It's a new version of an old skill that is showing up a different way. 3) It was interesting to see the pendulum swing hard towards AI-created content this year. For me (and it seems many others) it deeply reinforced the need for smart humans, skilled in the creative arts. This is about more than being able to spot title case and language that reads like a stoned Freshman wrote it. Rather it's about the total absence of empathy in most AI content. Here is John's piece. As always, he's got a funny but incisive take.

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I love branding and rebranding. But what gets lost is the business issue large brands like Campbell's face. And it's not the result of anything they've done. The lowering of certain barriers to enter markets and the explosive growth if D2C sales for small kitchen based brands has been having an impact. An entrepreneur can take grandma's recipe book, find a kitchen, perfect, scale, bottle and set up shop. Start at a farmer's market and end up at the Fancy Food Show. Even large brands like Whole Foods will buy regional or local products to test. And folks are looking for healthier or products more comparable with their bodies. So Campbell's can rebrand. But what they achieve may not make the business impact they seek. They can acquire some regional brands. But that is difficult for a large corporation to do without tinkering or totally screwing up what made a smaller firm a desirable takeover option. #Campbell's #soup #microbrands https://lnkd.in/ex9xDvwH

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Talked to Ad Age about why CMOs unrealistic expectations about AI cause them to abandon projects. An important read. As CMOs address change management, level-setting expectations may also require them to reassess the fundamental purpose for why they are adopting AI… Thanks for the chat Asa Hiken https://lnkd.in/erYhQVvr

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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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Attended a very entertaining podcast recording of On Strategy Showcase last night with Lindsey N. at Wieden + Kennedy here in NYC, hosted by the brilliant Fergus O'Carroll. The panel had mostly pretty complimentary views on the future of where ideas will come from. A few of key sound bites I took as takeaways: - "Nothing defines an idea more than the energy and community it creates" Laura Rowan - "Selling ideas has become much more challenging than making ideas, we used to have decks which were 9 slides long, now they are 90 slides long, we've lost confidence and faith in our own work." Chris Beresford-Hill - "We used to be coming up with ideas for audiences, but now the audiences have their own audiences" Marques Gartrell It's an interesting time for ideas, there's such a craving for them, but perhaps in our world where we have become highly self-reflective, if not bordering self-obsessed I wonder if we are doing enough to really understand what it's like to be a human today. In my experience the ideas which are able to articulate to someone how or why they feel something, better than they can themselves are usually the ones which land the best. Loved the session, thanks Fergus O'Carroll! #marketing #ideas #advertising

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Can't believe it's been 6 years since this discussion aired, and it still resonates as certain brand traits remain timeless. Give this clear synopsis by Gayle Alden Robbins l MS Sustainability a read to see how great brands should still tick the same way today as back in 2018: https://lnkd.in/gkN2Wush "In an era where the average lifespan of brands is shrinking due to creative destruction, building customer lifetime loyalty is more important than ever. By forging emotional connections, practicing radical transparency, understanding and delighting customers, focusing on brand over advertising, and leading with passionate beliefs in a niche market, brands can create deep, enduring loyalty."

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As one who interacts with CMOs all the time I can tell you this topic is at or near the top of their collective priority list. And while I am skeptical of those who espouse best practices when it comes to generative AI - only because it is so nascent - I felt compelled to share this particular piece from my fellow CMSWire scribe, Tiffany Holland Why? Glad you asked. I felt compelled for the simple fact I agree with everything Tiffany opined on, which she breaks down into four truths, which are below along with my brief commentary. Do yourself a favor and read her piece. ➡️ Truth #1: Inaction With Generative AI in Marketing Is the Greatest Risk Yes, yes and YES. If I could climb the highest mountain I would and bellow this to the masses below. This ain't the time to "sit this one out" whilst the rest of the world, AKA your competition is taking full advantage. ➡️ Truth #2: Generative AI Offers More Value Than Just Operational Efficiency Tiffany deftly writes of the "narrow view" many CMOs and marketers have of Gen AI, which "offers only short-term benefits and overlooks the true power of machine learning." Dating myself big time here but this reminded me of the late 70's campaign professing that orange juice is not just for breakfast anymore. https://lnkd.in/e95uWbex ➡️ Truth #3: Generative AI Solutions Fails in the Traditional Marketing Model "Generative AI won’t deliver its full potential if organizations try to plug it into outdated operating models." Full Stop! Read and re-read that over and over and over and then, for the love of all things Holy, do NOT blame Gen AI if you do not adhere to this sage advice. ➡️ Truth #4: Ethical Governance of Generative AI in Marketing Is Critical I love that Tiffany saved this one for last because it is THE most important truth, by far. Gen AI and AI in general, is very much akin to the wild west right now; no rules of governance other than those self-imposed. Brands MUST self-govern the way they use Gen AI if for no other reason, it is the ethical thing to do. Please share your thoughts on all of this. I love a good conversation and yes, a debate if need be. Jeanniey John Aakansha Srota Manny Shelly Lou Jeff Raja Ted Lee David Alma Dom Rhonda #ai #GenAI #cmo

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Dive into the future of consumer experiences with generative research. Uncover how to align your brand with customer desires and spark meaningful innovation. Explore our insights for a deeper connection: https://bit.ly/3PVEX1B #GenerativeResearch #ConsumerInsights #InnovationStrategy #thrivethinking

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If your customers have a pulse, then they have emotions. This article is almost 9 years old, yet it still holds the key to what’s holding a lot of companies back. “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. We call them ‘emotional motivators.’ They provide a BETTER gauge of customers’ future value to a firm than ANY OTHER metric, including brand awareness and customer satisfaction, and can be an important new source of growth and profitability.” It’s not “new” any longer. A shift is happening. #brand #creative #customerexperience #emotions #beyondthebot https://lnkd.in/euwMST4u

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Today, Scott Belsky's latest insights in the Implications newsletter resonated deeply with me. He discusses a future of brands increasingly deploying AI agents as the primary interface, potentially leading to a landscape of disparate self-serving experiences, each thirsty for your data. This raises an important question about the emergence of platform-level agents, personalized to negotiate on behalf of individuals based on their unique data and preferences. Several years ago at Spring Studio, we explored a similar concept for the banking sector, envisioning a future where a chatbot evolves into an AI-enabled ‘companion’. Dubbed the ‘self-driving bank account’, this tool could autonomously manage funds to prevent overdrafts, optimize bill payments, and even advise on optimal timing for major purchases. This evolution in digital interfaces could profoundly impact consumers, brands, and developers. As we navigate this shift, it’s crucial to consider how such innovations could redefine the customer journey, focusing on privacy, trust, loyalty, transparency, and interoperability. What do you think the future holds for customer-brand interactions in an AI-mediated landscape? https://lnkd.in/g9-S-TUJ #AIBranding #CustomerExperience #DigitalBanking #FutureOfAI #BrandInnovation #TechTrends #AICompanions

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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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What is SGE, and what does it mean for higher ed marketers? Search Generative Experience employs advanced machine learning techniques to produce organic search results and recommendations that are customized to the unique needs and preferences of each user. SGE "provides 'AI Overviews' in response to certain keyword searches in the form of interactive bubbles above traditional organic search results." Why should we care? Carnegie lays out exactly how higher ed institutions can use this tool to their advantage. #SGE #AI

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As every brand promises to inundate us with personalized and highly optimized content – where will consumers’ preferences shift? When anything becomes commoditized and ubiquitous, humans tend to crave the opposite. Is the ever popular "creator economy" evolving into a "meaning economy”? This intriguing topic is explored in Scott Belsky’s latest edition of Implications.com. It’s a topic that isn’t new. The meaning economy has been spoken about since 2010 – and it's leaders like Scott that remind us not be complacent about it.   From a marketer’s perspective, I'm curious to hear from my colleagues -- what has to change with branding and marketing in order to tell a more meaningful story? If content is free and abundant, how do we stand out to consumers?

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Consumers are tapped out. Portfolios might get wiped by 50% or more. But this post has tips that provide hope and will help your brand connect with consumers. As marketing leaders and brand builders, our role is often to empathize. In some cases, our brands must be aspirational for consumers, but at other times we have to meet the audience where they are. It's a nuanced job. You have to tap into the market and what people are feeling the most. And right now, people are plagued with the following problems: higher energy costs, higher fuel costs, higher cost of foods, and cash is super tight. Markets are upended. How should your marketing strategy and your budget be revised? Seven quick gut checks you should do NOW. 1. Shift Budget to High-ROI Channels: Prioritize digital channels that offer measurable results and higher ROI, such as social media and email marketing. Reduce spend on lower-performing campaigns ASAP. 2. Emphasize Value: Allocate budget to promote products that offer the best value. If applicable to your brand, run promotions and/or flexible payment options to appeal to cost-conscious consumers. 3. Invest in Community and Support Initiatives: Allocate resources to create content that fosters community and support, such as webinars, online live events, and helpful guides. 4. Enhance Transparency and Authenticity: Invest in communication tools that allow for transparent and authentic engagement with consumers, such as live chats and behind-the-scenes content. 5. Focus on Essentials: Conduct an audit of your marketing tech stack. Redirect marketing budget towards essential products or services that help meet current consumer needs. 6. Boost Emotional Connection: Allocate budget for storytelling initiatives that create emotional connections, emphasizing hope and positivity. People really need it! 7. Focus on your Funnel: There are consumers in your funnel right now that are close to converting. Rather than allocating more to cold-prospecting, adjust budgets to push users further down the funnel. Double-check your loyalty program and optimize the hell out of it! BONUS TIP: Find a brand to partner with. Make sure you share similar values and target audiences, and have complimentary services. You will both be stronger together and can co-create a bigger value for consumers. Create an exclusive experience that make consumers feel special and hopeful about the future! If I can help in anyway, please do not hesitate to reach out: [email protected] -- we've helped numerous consumer brands scale from $0 to eight figures. #marketing #marketcrash #economics #inflation #consumers #marketingleaders #cmo #fractionalcmo #consumerbrands #b2c #performancemarketing #brandmarketing #ads #digitalads #advertising #portfolio #storytelling

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Have to largely disagree with Mark Ritson here. Product is important, it should deliver a category standard experience. But Liquid Death’s ‘success’ (its still unprofitable) is actuallly entirely through outstanding marketing execution. Specificaly building mental and physical availability. Outstanding branding, packaging, distinctiveness, effective advertising creates saliance. Broad distribution in normal retailers and other complementary channels creates physical availability (at least in the US) and thats how brands grow by increasing penetration and the customer base (majority will still be one time annual buyers). Have a solid product, but its your MA and PA excellence that is the real point of competitve advantage.

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My latest piece for marketing week is about the importance for brands to take the lead with their agencies in partnering on a holistic and broad effectiveness agenda. What do you think?

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