Jane Kosstrin

New York Ave’s brand strategy is thought up and designed by humans, not A.I. We begin by getting to know your customers, industry, and mission. Then, our team builds a roadmap that guides our continuing work to disseminate branded content among your audience. Lastly, there are several steps in the process to ensure that every message is infused with strategy that traces back to your primary objectives. This is not a B2C, B2B, or B2B2C process…it’s P2P, person-to-person. Partnering with New York Ave means talking with people who understand people and thus, have the unique ability to formulate messaging so that it clicks. Let’s talk: https://buff.ly/4cPQM28 #NewYorkAve #FullService #MarketingAgency #DigitalMarketing #CentralFlorida #BrandDevelopment #WebsiteDesign #SocialMediaManagement #EmailMarketing #MediaProduction #SEO #SearchEngineOptimization #ManagedMarketing #OutsourcedMarketing #MarketingServices

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#CauseAndEffect #BurdenOfProof #BetterSafeThanSorry Unsolicited advice for advertisers making claims about net-zero emissions, bamboo products, or recyclability: Until there is clarity on what qualifies as an “internationally recognized methodology,” it’s probably best to stop making environmental claims - not just in the oil and gas sector -, or have a chat with legal.

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Surprise. Intrigue. Jealousy. Triumph. All the feels while judging this years DRUM AWARDS. Fingers crossed that the ideas our fierce friends at Mower brought to life get some love! Mower Agency | 100% Employee-Owned, Carhartt, FirstEnergy, Rhode Island Energy, Arthritis Foundation,Sun Chemical B2B Marketing, Association of National Advertisers, The Drum, Kendra S. Lewinski, #B2B #B2BMarketing #B2BAdvertising #TheDrumAwards #AgencyoftheYear #MakingFierceFriends #advertising #marketing

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Read this part twice, "in order to identify issues and THEN address them." Seek to understand and then to solve. Also...processes can be tested; communications can be tested. Not everything is/or requires a tech solution. #citizenexperience #equity #efficiency #bpr

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Wrapping up design on the downloadable report for the research we did on marketing decision makers in the manufacturing sector with Susan Baier at Audience Audit Inc.. It has been an epic journey: parsing the research, designing webinar slides, recording the webinar...and now the finish line is just within sight. Can't wait to finally share our findings!

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Hawk... you know... Should brands follow trends? As tempting it maybe on the virality of said trend... 1. Only if it fits the brand image and values. 2. Only if it is relevant and also has some value for the target audience. 3. Only if you are not following all trends all the time. 4. Only if you have some clever idea that is different from what other brands are doing in following such trend. Of course the nature of the trend is that we get on and stay as close to it without infringing copyright or open ourselves for lawsuits - but a lazy copy paste is not a good way. Put some effort, come up with a clever idea that taps into the trend. And no, for this particular trend, it's not a good fit for most of the brands. Sure some brands could - I can see a condoms (you know with extra lube), cough medicine (or dry mouth medicine if there is any) or .. I can't think of more, but I'd keep my brand away from this trend - unless we have a clever idea!!! ADWEEK attempts to answer. Check it out.

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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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Are you in the branded merch space and a member of NEPPA? Have you ever wondered how pursuing your passions could transform your personal and professional life? If so, join me at the New England Promotional Product Association (NEPPA) Winter Expo on January 27 in Hartford! Let me share a bit about my journey: "Balancing a career while caring for my father through his Alzheimer’s journey was the greatest burden—and the greatest blessing—of my life. Chronicling that experience in my book, Ten Days With Dad, ignited a passion for writing that transformed both my personal and professional life. The more I wrote, the more productive and focused I became at work, and my sales began to rise. Research supports what I experienced firsthand: pursuing passions fuels creativity, reduces burnout, and enhances performance." During my session, we’ll explore how making time for your passions—even in small ways—can: ✅ Spark creativity ✅ Boost focus and productivity ✅ Reduce stress and burnout ✅ Drive business success By integrating what you love into your daily routine, you’ll find greater happiness and even grow your bottom line. 📅 Date: January 27, 2025 🕘 Time: 9:00 AM 📍 Location: Sheraton Hartford South Hotel, Rocky Hill, CT 👉 Register Now: (Your company must be a member/affiliate of a Regional Association, PPAI, PPAI Qualified Non-member Distributor, SAGE, or ASI. For details, email info@neppa.com.) I can’t wait to connect with you and show how passion projects can fuel success in all aspects of life. #PassionProjects #ProfessionalGrowth #PromotionalProducts #Leadership #Inspiration #NEPPA

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Successful CEOs surround themselves with experts to advise. Analytics, impressions, CTRs - what matters? All these new numbers now in marketing don’t make sense. It’s like learning to read a balance sheet. 😩 With our help, CEOs and CMOs can now look at a dashboard, have the correct metrics, and know what #marketing success is. Let’s do this.

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Proving that brand content can be authentic and totally entertaining: https://lnkd.in/em7CPvvQ

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New York Ave’s brand strategy is thought up and designed by humans, not A.I. We begin by getting to know your customers, industry, and mission. Then, our team builds a roadmap that guides our continuing work to disseminate branded content among your audience. Lastly, there are several steps in the process to ensure that every message is infused with strategy that traces back to your primary objectives. This is not a B2C, B2B, or B2B2C process…it’s P2P, person-to-person. Partnering with New York Ave means talking with people who understand people and thus, have the unique ability to formulate messaging so that it clicks. Let’s talk: https://buff.ly/4cPQM28 #NewYorkAve #FullService #MarketingAgency #DigitalMarketing #CentralFlorida #BrandDevelopment #WebsiteDesign #SocialMediaManagement #EmailMarketing #MediaProduction #SEO #SearchEngineOptimization #ManagedMarketing #OutsourcedMarketing #MarketingServices

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Thank goodness the advertising industry is finally moving away from outdated and stereotypical social grading. Rather than relying on ABC1 classification, brands are now connecting with specialized interests, subcultures, and communities. This shift has allowed for more creativity to flourish, as brands and their fanbases can now connect through shared meaning. SO much better. #Advertising #CreatorEconomy #Marketing #Community

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As a brand creative and strategist, I often face the dilemma of when to disrupt a winning formula and when to protect a brand’s heritage (and when to do both at the same time). In my new article in Forbes https://lnkd.in/gWXffTCr, I examine how to navigate this balance by breaking down four case studies of successful brand stewardship. It turns out that sometimes the marketer’s bravest move is restraining themselves from changing what is already working. You wouldn’t rebrand the Mona Lisa, would you? #brandstrategy #brandstewardship #branding #Firehouse #Forbes #marketing

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This should be the headline for all us ad folks: "The integration of advanced AI into brand interactions will require marketers to work closely with AI teams to ensure that these systems accurately represent brand voice and values." I'd add "brand story" to that list as well. No matter how much things change and tech evolves, the fundamental truth remains, we are the keepers of the brand story, voice and values.

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With a world focused on instant gratification sometimes the importance of consistent brand presence goes unnoticed. Chief Brand Officers are the unsung heroes that keep the ship from hitting that iceberg. This is a good read if you are interested in finding out how instrumental branding is to your success.

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We create transformational storytelling to catalyze change and help positive happen.   A brand strategy and marketing communications firm, Florville Catalyst turns the art and science of transformational storytelling into effective visual experiences that connect, inspire, motivate, and compel audiences to take action.   Trusted by leading brands, we provide effective solutions to your marketing challenges, helping you turn arid into fertile, rough into steady, complex into simple and stress into calm.   Learn more at https://florville.com    See how Florville can be the catalyst that turns your goals into measurable results.   #BrandStrategy #BrandExperience  #BrandEquity  #BrandLeadership #VisualExperience  #Storytelling #TransformationalStorytelling  #VisualStorytelling #PositiveHappens

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We create transformational storytelling to catalyze change and help positive happen.   A brand strategy and marketing communications firm, Florville Catalyst turns the art and science of transformational storytelling into effective visual experiences that connect, inspire, motivate, and compel audiences to take action.   Trusted by leading brands, we provide effective solutions to your marketing challenges, helping you turn arid into fertile, rough into steady, complex into simple and stress into calm.   Learn more at https://florville.com    See how Florville can be the catalyst that turns your goals into measurable results.   #BrandStrategy #BrandExperience  #BrandEquity  #BrandLeadership #VisualExperience #Storytelling #TransformationalStorytelling  #VisualStorytelling #PositiveHappens

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