Lyle Wexler’s Post

Brands, listen up! 🚨 It's 2024, and inclusive marketing is key. But what happens when an ad misses the mark? Let’s dive into Kraft Heinz UK controversial ad during #BlackHistoryMonth and talk about why it matters. #DiversityMatters #InclusiveMarketing #AdFail #BlackVoices #RepresentationMatters

Strong brands get to do this. Of course most marketers are not comfortable with consumer nicknames of their brands. But my view is that, unless the Nickname is demeaning or insulting, it is a good thing. Now should the brand itself be using it? Again I have always thought that the more mass and accessible the brand wants to be, it should be OK. So far I have not managed to convince brand managers to do this. But good to see 'evidence,' for this. In the end, it is up to the brand owners on what they are comfortable with.

❗ What if NOT advertising is the best form of advertising? Anti-advertising flips the script by rejecting traditional marketing norms, embracing honesty, and even critiquing consumerism. Brands like: 🍃 Patagonia told us, “Don’t Buy This Jacket”, urging sustainability over sales. 🍔 Burger King showed a decomposing “Moldy Whopper” to emphasize natural ingredients. 🎭 Diesel celebrated individuality with “Go With the Fake”, blending irony with boldness. 💡 Anti-advertising resonates because it feels real, disrupts expectations, and sparks meaningful conversations. 📢 What’s your take—would you adopt an anti-advertising strategy for your brand? Let’s discuss below! Follow for More! #AntiAdvertising #MarketingInnovation #BoldCampaigns #Marketing

In today’s saturated marketplace, brands can stand out by focusing on meaningful actions rather than flashy, self-centered tactics. 🍕 Domino's creative approach: The “Paving for Pizza” campaign, where Domino’s filled potholes, highlighted a clever solution to a common problem, boosting both goodwill and brand visibility. 🚗 Turning inconvenience into opportunity: By addressing real-world nuisances, like potholes affecting pizza deliveries, Domino’s created a memorable and practical marketing initiative. 🤝 Marketing with purpose: Modern consumers appreciate brands that focus on real, positive impact rather than just self-promotion. 🌍 A shift towards authenticity: In an era of shallow marketing, campaigns that solve problems and connect with communities foster deeper customer relationships. #MarketingStrategy #BrandPurpose #CustomerEngagement Domino’s humorously aligned its product with a common frustration, gaining viral attention. Authenticity in marketing resonates more with today's socially aware consumers. Brands can differentiate themselves by addressing genuine customer needs. https://lnkd.in/gc8ttvBN

This is why marketing should also be about breaking the rules! It’s one of the first marketing rules: to capture people’s imagination, you must first capture their attention. Millions of years of evolution have left humans hardwired to notice what’s different, so brands that break the rules also stand to garner audience interest and applause. The logic behind this fuzzy, topsy-turvy Heinz ad is simple yet brilliant. They show that their ketchup is so deliciously thick that you need to turn the bottle over and shake it to get the goodness inside. The ad banks on the fact that Heinz’s label is so iconic, so ingrained in our minds, that even when it’s distorted beyond belief, we still know exactly what we’re looking at. That's the strength a brand's identity should have when applied consistently over time. #branding #marketing #strategy

For the success in Rural Marketing, it’s important to WEAR RURAL CAP & THINK RURAL. Brand and Marketing Strategies will work accordingly on it’s own. #ruralbusiness #brandmarketing

✌️ Following a $50m investment from The Craftory, we reshaped and restructured HIPPEAS Snacks' #brand. A full brand code audit allowed us to create a richer Big Idea that alongside a new verbal identity and guiding principles, serves as a strategic springboard for portfolio extension. Take a closer look ➡️ https://bit.ly/44TVb0E #IdeasThatPowerProgress #BrandStrategy

Ever wondered why some brands just get it right with vegan consumers? 🌿 Discover the untold secrets of winning over the #vegan market with our FREE guidebook, 'Positioning with Purpose'. From ethical brand positioning to actionable marketing strategies, unveil how to appeal to the growing tribe of #conscientiousconsumers. Download your guidebook 📚💚 now: https://buff.ly/3vBt852

Is it time for an alternative take on brand identity? “An increasing number of brands and businesses feel pressure to present a positive public image and fear backlash and scrutiny. Almost two thirds (62%) of PR and marketing professionals questioned said they felt brands are expected to be perfect and never make mistakes. And yet, some brands do it anyway and embrace the backlash” Leila Nithila-George, Creative at Amplify, and Gen-Z ad expert, tells Creative Review why some brands, like Oatly, are flipping the switch and being authentic, showing the good, the bad and the ugly. It's a refreshingly unorthodox strategy in harnessing brand authenticity during an era marked by heightened scrutiny and cancel culture. Read the full article in Creative Review here: https://lnkd.in/eXTrssYX #opinion | #culture | #genz | #creativereview

Almighty marketing that turns water into one of the most appealing beverages in the grocery store. Kudos to the alchemists. What do you THINK? Video: My keynote at MediaPost Brand Insider Summit. #Branding #Marketing #Conferences #LiquidDeath