Coller Davis & Co.’s Post

The consumer-brand dynamic has been shifting for several years. We know because Coller Davis & Co. has been tracking it meticulously. The most successful brands make small, precise movements consistently, for big, significant results over time. Like with most things, discipline, dedication, and decisiveness pay dividends. On the macro level, this week's Relevancy Read illustrates the subtle tactical adjustment of appealing to & attracting your audience, rather than profiling & targeting them (by description alone, you can feel the first is warm & welcoming, the second cold & calculating) by leaning into what they like, do, and value.

Is this an accurate representation of how you see men in finance? 😁 Comment below ⬇️ and let us know your experiences...

This is soooo good. I conducted research for an automotive brand that echoed what Craig is saying. What did we learn? Indeed, there's merit in leveraging conflict within branding—when executed thoughtfully. The “beef” is there, and the brand that can consistently stand on its own square is the one that truly stands out and sticks in consumers' minds.  Sure, major brands utilize their rivalries to refine their brand personas, but creative strategists know that it can’t be done the way Chris Brown just dragged Quavo 🤐. For brands, we learned that consumers side eye brands that disparage others or excessively boast about their awards and accolades. While this approach may work in rap battles, it's less effective for consumer brands. Instead, consumers prefer brands that confidently showcase their strengths. It's the battle of confidence that resonates with consumers. Highlight what your brand excels at rather than focusing on what others lack. Another insight that Craig brings up, and I have faced in conducting diversity research, is being the contrarian for both emerging (and established) brands. In spite of research highlighting consumer preferences for something different, some brands still shy away. Established brands that zigged a bit instead of zagged as they normally do, and new brands that communicated a clear message out of the gate, capturing an audience and addressing their needs, can issue that contrarian beat down successfully—especially when their creative strategies are informed by sound research and insights. ( 😏 See what I did there? It’s true, though). Go check Craig out and follow him. He's amazing...and I stan.

What do Nigel Farage and Kendrick Lamar have in common? They both understand the marketing gold that can be spun from having beef. Last week, Farage, decked out in a pair of navy Adidas Gazelles called out both Rishi Sunak for wearing a pair of passé Sambas and rival brand Nike for ‘going woke’. There’s almost too much to unpack here; the tipping point at which trends peak, the reputational damage that can occur following endorsement from the wrong type of influencer (or bin-fluencer in this case) and of course, the co-opting of the word ‘woke’ by the Right.. But as the brilliant Craig Brimm writes, brands can learn a lot from the Rappers’ playbook of beefing with their rivals, because, by amplifying their ‘strategic differentiation they reinforce their brand identity.’ And who doesn’t love a bit of drama? It’s entertaining therefore engaging when brands go head to head, it drives discussion and difference. I’m just waiting for Nike’s riposte 🙇♀️🙇♀️🙇♀️ What are you favourite brand beefs? #influencermarketing #binfluencer #adidas #nike #creativestrategy #brandidentity

Y’all gotta check this brilliant take from my colleague Craig Brimm on how brands can learn from the rap game! 🎤🚀 Just like Kendrick and Drake turn their battles into brand gold, any business can stand out by embracing their unique 'beefs'. It’s not just music, it's major marketing strategy! Dive into the convo and learn how to make your brand pop! 💥✨ #Branding #MarketingStrategy

Kendrick vs. Drake: More Than Just a Rap Battle. It's brand theater. They're using strategy, identity, and standing out. I blame Katt Williams... Brands battle for attention by using the 'rap beef' approach can be transformative. Like Kendrick Lamar and Drake use their lyrical disputes to solidify their unique places in music. Brands can harness the power of having an enemy to sharpen their identity and engagement. Beef can be a direct competitor or an outdated industry practice, positioning against an "enemy" helps clarify a brand's mission and carve a distinctive niche. Similar to famous rap battles, creative strategic conflicts drive brand differentiation and success. My insights on "BRANDS THAT BEEF!" where I break down how brands use this dynamic to captivate and connect. DM me for more on shaking things up. #Branding #MarketingStrategy #BusinessStrategy #RapBattles

Ever wonder how your favorite movies make you crave a specific pizza or soda? That's the power of in-film branding! Here's how it works: - Brands pay to have their products featured in movies and TV shows. - Characters use, wear, or even just talk about the brand. - This subtle (or not-so-subtle) exposure creates a positive association between the brand and the entertainment. Why is it effective? - Attention Grabber: In-film branding catches your eye during a movie you're enjoying, making the message more memorable. - Emotional Connection: If you love the movie or character, that positive feeling rubs off on the brand. - Social Proof: Seeing cool characters using a product makes it seem trendy and desirable. - Think about it: The next time you see a celebrity sipping a specific coffee brand in a movie, you might be more likely to try it yourself! ☕️ #infilmbranding #productplacement #marketingstrategy #brandawareness #movies #tvshows #entertainment #psychologyofmarketing #brandingtips #celebrityinfluence

Is your brand giving off more tricks than treats?🎃 Halloween’s here, and if your brand is looking more like a haunted house than a hotspot, we need to talk: 👻 Going ghost on your audience? If you’re disappearing for weeks at a time, don’t expect your followers to stick around. 🧙♀️ Switching up your ‘costume’ too often? A brand that’s always changing can confuse people. Let’s keep it real and stay true to who you are. 🎃 Accidental jump scares? If your messaging is all over the place, you’re just spooking potential customers away. Let’s swap those tricks for some real treats. Head to afeinc.co for some brand magic that’ll have your audience saying, “Now that’s what I’m talking about.” 🍬 #Halloween #BrandGlowUp #Marketing #BadGalBrands #TreatYoSelf

Spent two great days listening to and learning from the inspiring marketing leaders and experts at the MADsemble by PAS. The event was filled with insightful discussions on marketing and advertising, and how to elevate brands. Gained fresh perspectives on the importance of having a clear approach, using data effectively, delivering both rational and emotional narratives, and creating relevance and connection. Also, recalled some of the iconic campaigns and advertisements by brands like #Sooper and The Coca-Cola Company discovering why they are still loved by the masses. The key takeaway is that while marketing today often focuses on loud music, visuals and too much happening in one, it is not always lucrative. Keep things simple, crisp, spontaneous, and rational to create a more effective response. #MADsemble #PAS #marketing #marketingsummit

Freedom of speech is vital, but what happens when it clashes with brand integrity? 🤔 Our CEO, Darrin Lipscomb, addresses this important issue in his latest blog post: “Can You Yell 'Fire' in a Crowded Theater? Freedom of Speech vs. Brand Integrity.” Discover how social media impacts corporate reputation and how #Ferretly’s social media screening can help manage these challenges. Don’t miss out—read the blog here! https://lnkd.in/eAzJPV9p #SocialMediaScreening #FreedomOfSpeech #BrandIntegrity