Michelle Sassa

Great and provocative read on Liquid Deaths’s success story. So many insights and examples which are relevant for FMCG challenger brands as well. Mark Ritson claims that “… if you step back and look at the original ‘four Ps’, it is almost impossible not to acknowledge that while the promotional P has its place, the product P is invariably the most important tactical consideration. Shitty marketing can surely kill a great product, but without a successful, product even the best marketing does little other than speed its own demise.” And I fully agree (see my earlier post for details) - so if you’re not yet following Mark, do it asap. It’s worth it (and entertaining). #challengerbrands #productlaunches #offlineretail

3

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.

1

A reaction to the news of Omnicom acquiring Interpublic Group (IPG). There was a time in America when going out for a great meal meant driving across town and choosing between Applebee’s, Cheesecake Factory, Chili’s, Cracker Barrel, Olive Garden, Outback Steakhouse, Pizza Hut, Red Lobster, Ruby Tuesday, Sizzler, or TGI Fridays. Mercifully, that time is gone. Thanks to cultural shifts pioneered by chefs like Alice Waters, Wolfgang Puck, David Chang, Roy Choi, and Anthony Bourdain––America opened their minds, and mouths, to new ideas in food. Add to that the influence of the Food Network, and a quiet revolution gained momentum. As the dinosaurs of Flavortown stare down extinction, we’re still driving across town, only now, it’s looking for that small place, in a stripmall, next to a vape shop, that just got a Michelin Star for their breakfast burritos that sell out every single day. You see, the most talented, creative, original chefs in America are not applying for jobs at TGIChiliBees. They’re following their passions and opening their own food trucks, pop-ups, and restaurants. The same thing is happening in advertising. The most talented, creative, original thinkers are not applying for jobs at holding companies. They’re following their passions and opening their own agencies, collectives, and consultancies. And that’s why we started Black Noise. Because we believe that when you create signal in the noise, you gain an unfair advantage. If you agree, and are curious how we would help move your brand forward, signal us. Because not everyone wants to “out-pizza the hut” … BLACK NOISE™ Make Signal ***

84

6 Comments

For young creative leaders, or those that will be entering into creative leadership positions this year... Your ability to lead has nothing to do with your talent to create, and the two should not be conflated. However, that being said... I've found that there is a huge commonality between the two. It’s empathy. Have you heard of this trend called “human-centered” design. That’s just empathy rebranded. Good creative = starts with empathy (with the end user). Good leadership = starts with empathy (with the people on your team). Empathy… that's it. It's the ability to put yourself in someone else's shoes, and ask "what do I need? And how do I feel?". Easy to say, harder to do, especially when shit hits the fan. If you've worked as a creative professional, you've already learned to connect with people, by actually listening to them, and creating value by being a platform for their success. You don't need to wow them with your dazzling Illustrator skills (although that might come in handy in a pinch). Your team needs your empathy more—and the action that goes with it. 

56

5 Comments

Alex M H Smith will be the first to tell you there are a lot of strategy documents in the world. Briefs. Decks. White papers. Books. But he'll also point out (in a friendly, gentle way) that most of them are full of shit. Impenetrable, calcified, piled-high bullshit. That’s because, despite all their words and charts and graphs, these so-called "strategies" fail to inspire ACTION. Which is the same challenge I've found with so-called insights. That's why I was excited to talk with Alex (author of No Bullsh*t Strategy) - to find out how he helps clients cut the crap, get past the bullsh*t, and build something great. https://lnkd.in/gD_FvT4j Some of my favorite aha moments from our conversation include: --How to redefine your competitive set to create a category of one --The surprising lies that most marketers believe when it comes to targeting  --How to maintain differentiation when when copycats come in with commoditized claims  --How to reduce your strategy down to just one word *** If you know someone who's knee deep in bullsh*t right now who could use Alex's advice, feel free to share! What's your favorite technique (or question) for helping clients cut through the crap? Let me know in the comments below. Special thanks to Michael Osborne and 14th Street Studios for his production help and bringing this podcast to life. #strategy #insights #leadership

33

13 Comments

Exactly — unique and fresh perspectives allow for innovative marketing strategies.

4

1 Comment

Yesterday at the grocery store, I was buying some ice cream to break a $20 bill, and the cashier and the bagger both separately joked, "What would you do for a Klondike bar?" The stickiness of that campaign line demonstrates the lasting impact of effective creative in advertising. You can't easily measure impressions of a jingle playing rent free in someone's head. While short term performance data provides valuable insights into immediate consumer actions, it can’t begin to measure the long term impact of a campaign that plants deep roots in the zeitgeist. Keep making good creative! #Advertising #Marketing #DataAnalysis

15

2 Comments

If I had to make an ad scale or break my leg... I’d focus on these 4 elements: Desire Claim Embellishment Uniqueness Let me give you very simple example. If you have a CPG brand that sells Ashwagandha gummies. The desire “non experienced” people will use is “to be less stressed.” While true…it’s not near emotional enough. Instead, double-click into it by persona. So let’s say the Persona is a Stay at Home. (21million TAM) If you really tried to dive into their emotional state this is a more apt mass desire: "lashing out less at my kids” So the real…secret desire is far more emotional. The Ashwganda is just a mechanism that gives them the mass desire. Now we dive into claims. List out the claims your product can “claim” with that persona. Don’t get into the ingredients yet. i.e. - lashing out less at my kids - have less dark thoughts about staying home - make better decisions, etc. Those can become hooks, visual concepts to support, or beginnings of a story board. Then you have embellishment. The art of taking a claim and making it more vivid in different ways like: Exaggeration: This gummy saved my home life. I was about to ring my kids necks. Comparison: Every day I feel like a volcano ready to explode at my kids Contrast: Remove your stress without locking your kids in their rooms. Each one is a powerful tool to say the same thing but in different ways. Then lastly is how to make the ad in a unique way. So much success in advertising can be had if you just show the visual in a different way. Instead of shooting the ad in the home showing a stressed mom: - do it in a grocery store - in a mall - do street interviews of moms and how stress makes them feel and give them a gummy to get their reaction. I’ve personally had so much success changing up these 4 core elements I have listed above.

22

5 Comments

Ok this hits home in a lot of ways. As a small nimble studio we've had the immense fortune to successfully work on a wide variety of projects. And yet we still get that question of "yeah but have you done THIS?" One of the most inspiring campaigns we worked on, and the one I'm most proud of, was the Love Your Butt campaign for colon cancer awareness month. Before we pitched, we didn't know a single thing about colon cancer, and I believe that helped us. We weren't afraid of "what hadn't worked" before. We viewed the challenge as a clean slate and wanted to create something that accomplished the goal: get people to talk about colon cancer and encourage action. By all accounts it was widely successful. Don't take my word for it. The CEO has said "HUGO gave us the most successful awareness campaign of all time!" Isn't that right, Michael Sapienza. Here's what I've learned...it doesn't matter if you're promoting a new season of Shark Week, encouraging conversations about colon cancer, wrapping a security vehicle, or selling a hotel room. The goal is ALWAYS the same: get people to pay attention. So, whether you know the topic inside and out, or not at all, approach it as a novice, ask "why not?" instead of saying "we can't," and finally, the HUGO secret sauce, create a space where the client feels safe, valued, and heard. That's Creative Therapy at work. So, yeah, Paul Suggett, it's more than ok to have never been there. We could use more never been there's. Preach it! And if you're curious about the Love Your Butt campaign, here it is: https://lnkd.in/eXP9Frps

7

2 Comments

Speed of change and the ability to be able to be fleet of foot and embrace the technology that sits in front of us, without forgetting the fundamentals of marketing, will define the progress of many brands in 2025.

5

I deeply respect Mark Ritson but his recent article criticizing Starbucks’ brand positioning misses a crucial point: scale and complexity. His dismissal of Starbucks’ mission as “esoteric” and his criticism of internal input show nothing but a lack of understanding of what it takes to align a corporation of 400,000 employees worldwide behind a cohesive brand vision. Starbucks is not just a coffee company; it’s a global cultural icon. Managing a brand at this scale isn’t as simple as crafting a cool, customer-centric tagline. It requires a delicate balance of unifying internal culture, maintaining global consistency, and ensuring customer resonance. And to do that, their new CEO has to bring the company back to revenue and profit first. Dismissing these aspects as fluff fails to grasp the holistic nature of business challenges and modern brand positioning. A brand like Starbucks must connect with customers AND employees to remain true to its purpose. Yes, simplicity is critical in brand strategy, but to “cut the crap” is not an actionable advice for a brand at this scale. And If Mark were to step into the shoes of a leader responsible for guiding 400,000 employees and millions of customers, he might find that simplicity isn’t so simple after all…

34

29 Comments

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

8

"Lose all the indulgent cock about courage and possibilities and transparency. We aren’t saving the world. We are serving it coffee. Remember that brand positioning, whatever you call it, is what we want our customers to think when they think about us. Nothing more." Brands, know your place. #brandstrategy

7

1 Comment

Learning how to write an outline is a hugely underrated skill and I'm glad that more people are talking about it. But it's worth even taking a bigger step back. Before the outline ask yourself what you're hoping the outcome you're hoping to achieve is and what the main points are. If it's a strategy, how would you simply summarize the challenge and direction?

7

Talking all things Monkey-wise and Tuning Up with Keith Smith for the Fuel Podcast. Have a listen and tell me if I’m alone in thinking he sounds like the late great Steve Wright! A great voice for podcasting for sure. #marketing #marketingprocurement #advertisingagencies #pitching #newbusiness.

13

5 Comments

"Now more than ever, social media algorithms reward the loudest, most divisive voices, creating a precarious feedback loop where virality routinely eclipses substance. For creators (and the marketers who back them), it's a high-stakes dynamic: the same radicalizing forces shaping audiences are shaping them too. The more outrageous the content, the bigger the reward, turning shock value into an irresistible – if unsustainable – strategy in the race for attention." Thanks to Seb Joseph and Glossy for having me as part of this discussion on controversy, branding and the future of creator marketing. https://lnkd.in/e7JUEnd6

8

Lately, I’ve noticed the mocktail list sounds as good, if not better, than alcoholic options on the menu. Any number of reports will tell you that people are trying to live healthier, however, if you’re a brand selling alcohol, this market is still ripe for return… NielsenIQ found that non-alcoholic buyers are actually worth more than those who exclusively buy alcohol alone. Though they’re cutting back or shifting priorities, they’re still drinking. U.S. adults who opt for non-alcoholic beverages are spending 50% more within the overall alcohol market than those who only buy alcoholic beverages, and the vast majority of mocktail fans are still purchasing standard spirits. There could be any number of reasons to explain the data. They may be occasional drinkers, prefer to drink at home, or purchase alcohol for gifts. Or they go all out every once in a while! It’s hard to say. The point is that you can’t solely rely on a generalization or trend to predict buying decisions. It’s about bridging the say-do gap. They’re “saying” they want to be healthier, but their actions are more nuanced. There’s also people like me who prefer wine, but may be enticed every so often when they see a refreshing mocktail on the list! By taking a data-driven approach, beverage brands can cater to the evolving preferences of a generation that's both health-conscious and adventurous. Data trumps assumptions.

64

8 Comments

The kids are alright - and they're changing the luxury beverage game Luxury brands are pivoting fast to engage a new generation of affluent consumers Reimagined packaging, digital experiences, purpose-driven messaging Influencer collabs are helping heritage brands stay relevant It's a fascinating window into the rapidly evolving world of luxury marketing Brands are getting creative to adapt to shifting tastes & disruptive new players The most agile will thrive by cracking the code on what young affluents crave How is your brand connecting with the next generation of luxury consumers? Share your thoughts and experiences in the comments Source: https://lnkd.in/gwnSz88j ___ I'm Lawrence Lo and I help #DTC & #ecommerce brands grow! Visit my website to learn more. Like + Follow + 🔔 for daily marketing news.

3

What I find interesting here is this: People don’t buy a shovel, they buy a hole, right? So, in a world where, as Laura Thomas (She/Her) and Amy Hubbell write “while we continue to crave it, we are agitated by the content we consume”, delivering solutions to people’s problems – that is, shovels to make their holes  – can provide a welcome respite from the agitation. So while you may bristle at the word “joy”, you’d be foolish to dismiss the underlying insight and what it can mean for your brand. https://lnkd.in/gaaS6Ktk PETERMAYER #advertising #strategy #brands #joy

9