Brand Innovators’ Post

Looking forward to discussing the power of #insights . Actioning insights drives marketing effectiveness and efficiencies… Let’s discuss 🗣️

Crafting brand stories centered around emotions cultivates a deeper connection with consumers, driving more impactful marketing outcomes. According to a survey by Nielsen, ads with an emotional appeal generate twice as much ROI as those with rational messaging. Brands like Tanishq, through its ad campaigns portraying familial bonds and traditions, have successfully elicited emotions, boosting brand affinity. Similarly, Cadbury's iconic "Kuch Meetha Ho Jaye" commercials evoke feelings of joy and nostalgia, resonating with audiences across generations. By shifting focus from product features to emotional resonance, marketers foster enduring relationships with consumers. These stories become ingrained in the hearts and minds of customers, ensuring lasting brand loyalty and advocacy. #BrandBuilding #BrandingTips #MarketingTips #Gemius

𝐖𝐡𝐲 𝐁𝐫𝐚𝐧𝐝𝐬 𝐍𝐞𝐞𝐝 𝐭𝐨 𝐂𝐨𝐧𝐧𝐞𝐜𝐭 𝐨𝐧 𝐚 𝐃𝐞𝐞𝐩𝐞𝐫 𝐋𝐞𝐯𝐞𝐥 In today's world, consumers are looking for more than just functional products. They want to connect with brands that share their 𝘷𝘢𝘭𝘶𝘦𝘴 and make a 𝘱𝘰𝘴𝘪𝘵𝘪𝘷𝘦 𝘪𝘮𝘱𝘢𝘤𝘵 𝘰𝘯 𝘵𝘩𝘦 𝘸𝘰𝘳𝘭𝘥. This is where purpose-driven advertising comes in. Ursula Mejía Melgar, Marketing Director Southern Europe for Diageo, joined us on the MCA Prodcast to share her insights on how Diageo’s brands create deep and meaningful connections with their consumers. 𝐊𝐞𝐲 𝐓𝐚𝐤𝐞𝐚𝐰𝐚𝐲𝐬: ➤ 𝑩𝒓𝒂𝒏𝒅𝒔 𝒉𝒂𝒗𝒆 𝒂 𝒓𝒆𝒔𝒑𝒐𝒏𝒔𝒊𝒃𝒊𝒍𝒊𝒕𝒚 𝒕𝒐 𝒄𝒉𝒂𝒏𝒈𝒆 𝒕𝒉𝒆 𝒘𝒐𝒓𝒍𝒅 Ursula argued that brands have a responsibility to go beyond selling products and contribute to a better world. This is not just about philanthropy, but about embedding purpose into the core of the brand identity. Statistics show that the advertising industry spends twice as much money as the film industry. This enormous reach gives brands the power to shape and reflect society. With such influence comes the responsibility to use it for good. ➤ 𝑨𝒖𝒕𝒉𝒆𝒏𝒕𝒊𝒄𝒊𝒕𝒚 𝒊𝒔 𝒆𝒔𝒔𝒆𝒏𝒕𝒊𝒂𝒍 𝒊𝒏 𝒂𝒍𝒍 𝒃𝒓𝒂𝒏𝒅 𝒎𝒆𝒔𝒔𝒂𝒈𝒊𝒏𝒈 One of the biggest challenges for brands is authenticity. Consumers can easily see through greenwashing and superficial attempts at purpose. True purpose needs to be embedded in the company's core values and reflected in all aspects of its operations, from production to advertising. ➤ 𝑻𝒉𝒆 𝒗𝒂𝒍𝒖𝒆𝒔 𝒐𝒇 𝒂 𝒃𝒖𝒔𝒊𝒏𝒆𝒔𝒔 𝒔𝒉𝒐𝒖𝒍𝒅 𝒃𝒆 𝒊𝒏𝒕𝒓𝒊𝒏𝒔𝒊𝒄 𝒕𝒐 𝒕𝒉𝒆 𝒄𝒐𝒓𝒆 𝒃𝒖𝒔𝒊𝒏𝒆𝒔𝒔 𝒔𝒕𝒓𝒂𝒕𝒆𝒈𝒚 Diageo is a prime example of a brand integrating sustainability and inclusion into every element of its business strategy. Dove is another example, showcasing the success of purpose-led advertising with its "Real Beauty" campaign. This campaign challenged societal norms and empowered women, demonstrating the positive impact brands can have. ➤ 𝑩𝒓𝒂𝒏𝒅𝒔 𝒏𝒆𝒆𝒅 𝒕𝒐 𝒂𝒔𝒌 𝒕𝒉𝒆𝒎𝒔𝒆𝒍𝒗𝒆𝒔 𝒅𝒊𝒇𝒇𝒊𝒄𝒖𝒍𝒕 𝒒𝒖𝒆𝒔𝒕𝒊𝒐𝒏s The conversation needs to shift. Instead of focusing solely on product benefits, brands and agencies need to ask themselves deeper questions about their impact throughout the entire value chain. This includes considering the environmental footprint of production, the diversity and inclusion of their workforce and partners, and the overall message they are communicating. By taking the time to ask the right questions, brands can act with 𝒑𝒖𝒓𝒑𝒐𝒔𝒆 and create 𝒎𝒆𝒂𝒏𝒊𝒏𝒈𝒇𝒖𝒍 𝒄𝒐𝒏𝒏𝒆𝒄𝒕𝒊𝒐𝒏𝒔 𝒘𝒊𝒕𝒉 𝒄𝒐𝒏𝒔𝒖𝒎𝒆𝒓𝒔. This ultimately leads to a more sustainable and equitable future for both brands and society as a whole. Such great insight from Ursula. For more, listen to the full episode for free:  https://lnkd.in/edQigpTc #brands #values #purpose #connections #change

“Fame is a multiplier of effectiveness,” Fernando Kahane, Doritos global marketing head at PepsiCo told me while we discussed the brand's evolution around of its "bold" platform. 😎 It made me wonder why it's not discussed more as surely fame is exactly what advertising is all about. We also spoke about the strategy behind the new global campaign which will involve sharing real people's passion stories in a non-stereotypical sense starting with this fun spot featuring monster trucks. Love it! 🚚 . Further insight on the campaign from Hannah Nearchou too. I'll include the link to the article in the comments below. #advertising #doritos #marketing #pepsico #creativemarketing via ADWEEK

In a world where consumers are bombarded by thousands of ads daily, brands are finding innovative ways to stand out. Unexpected brand collaborations—like McDonald’s Crocs or Dunkin’s Scrub Daddy sponge—are gaining attention by catching consumers off guard. These unique partnerships don’t just generate buzz - they also expand brand reach and drive measurable sales. From Velveeta’s bold marketing moves to Chipotle’s European success, these collaborations show the power of blending shock value with brand relevance. Curious how creative collaborations can boost your brand? Click the link. #BrandCollabs #MarketingStrategy #CommunityEngagement #GenZMarketing #CreativePartnerships

THE MEDIA ONLINE NEWSLETTER l 23.08.2024 Delta Victor Bravo's Nomonde Keswe on breaking free of 'can't because' thinking. While frustrating in everyday life, for organisational culture, this mindset can be dire. Mondelēz International's Masego Letsebe on how can to connect with Gen Z consumers on their terms, while preserving the hard-won integrity of our brands. Rogerwilco, Digital Marketing Agency's Alexander Brand tackles the topic of synthetic data. And yes, it's a thing. Our Media Moves delivers news of moves in the media business. The Media. Got to love it. #media #advertising #mediabusiness #strategy #medianews https://lnkd.in/dBBPfQ9R

🎯 Back to basics with a modern twist! 💫 J.M. Smucker's brand refresh strategy highlights the importance of revisiting your core values and target audience. Staying true to your roots while adapting to the changing market is the key to sustained brand success, integrating the context of your brand's heritage with the evolving needs of consumers. #BrandStrategy #BrandBuilding #Marketing

There is always a seat at the table to join the debate whether the earth is flat or round! However, don't let an unattractive consumer community engagement game plan, grantee your (food & drink) brand a permanent place in the CPG's Hall Of Shame! - - - - #branding #brandawareness #cpg #brandconsultant #marketing #fmcg #communities #nextgen #brandgrowth

Mr. Rohan Mandanna, Head of Marketing at ELITE Foods, shares his incredible journey of four successful years with Monolith IMC in this heartfelt testimonial. He highlights how the digital strategies and creative solutions provided by Monolith IMC have played a crucial role in driving ELITE Foods’ brand forward, consistently delivering remarkable results. Watch the video to hear Rohan’s insights on how this partnership has contributed to their growth, innovation, and marketing excellence. #ClientTestimonial #MarketingSuccess #DigitalInnovation #CreativeSolutions #BrandGrowth #MonolithIMC #EliteFoodsJourney #PartnershipForSuccess #MarketingExcellence #GrowthAndInnovation #DigitalTransformation #BrandBuilding

According to Mintel, brands can effectively communicate value to consumers. Discover key strategies and tips to enhance your brand's appeal and connect with your audience on a deeper level and how you can incorporate sampling to your overall brand strategy. 💡 https://lnkd.in/gbi2-_ad #BrandValue #ConsumerPerception #MarketingInsights