Let's talk branding

Before I take the stage at the Tectonic conference tomorrow, I wanted to share this with you first: a sneak peek of my new keynote on the future of branding. It’s a look at how I see brands evolving in the age of generative AI, and the two very different futures we might be heading toward.I hope it gives you a few sparks of inspiration before the world sees it on stage.Would love to hear your thoughts: are we cooked? Or cooking? This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit labmarcel.substack.com

In a thought-provoking discussion, Joe Burns, a strategist at Quality Meets Creative known for his innovative LinkedIn flipbooks, dives into the chaotic intersection of generative AI and branding. He introduces the concept of 'The Sloppening,' critiquing the industry's obsession with metrics over meaningful objectives. Joe emphasizes how AI can liberate creativity but also warns of the resulting 'slop' in content. He also explores the need for agencies to adapt to AI's influence while stressing the importance of perspective and personality in effective advertising.

In this engaging discussion, Dan Salkey, a researcher who co-authored the influential 'Entertain or Die' paper, shares insights on building entertainment brands in today's media landscape. He highlights the importance of storytelling and brand narratives for audience connection. Salkey also discusses the rise of experiential marketing, showcasing how brands like Netflix create memorable real-world experiences. Plus, he explores the shift from traditional media to creative talent, urging brands to embrace innovative strategies to stay relevant and drive engagement.

Join Damian Borchok, Managing Director of Koto for the Asia Pacific region and a branding expert, as he dives into the complexities of branding and rebranding. He shares fascinating case studies from brands like Walmart, Burger King, and Tropicana, revealing the fine line between evolution and revolution. Damian emphasizes the importance of research, bold execution, and aligning brand identity with internal culture. Discover how market signals can prompt necessary brand changes and the risks of generic branding strategies.

John Lyons, a seasoned marketing expert with 25 years of experience, shares insightful strategies for brand advocacy. He dives into the critical role of brand loyalty, challenging common misconceptions and discussing innovative community engagement techniques. Lyons also explores the transition from freelance to in-house roles, emphasizing effective responsibility management. He stresses the importance of understanding consumer needs to enhance marketing strategies and advocates for quantifying brand efforts to secure leadership buy-in for investment.

Show notes* John on LinkedIn* John’s Substack and other linksSummary* John shares his journey from advertising to consulting, focusing on practical outcomes rather than marketing politics.* He highlights the common misconception that advertising only means paid ads and explains that any brand communication can be seen as "advertising."* John describes the industry's split between "brand" and "performance" marketing, noting that customers don’t view these distinctions.* He emphasizes the importance of measuring marketing's financial impact and explains why companies need an "always-on" approach to marketing for lasting brand recognition.* John criticizes the "trust-me" approach in marketing and suggests that marketers should communicate results clearly to executives, especially in financial terms.* He explains how changes in privacy and digital tracking have made it harder to measure digital ad performance accurately.* His recommendation for effective marketing measurement is to return to basic incrementality testing to see what actually drives growth.* John stresses the need for brand-building but advises against over-investment in specific channels too early. He supports a balanced approach, combining testing and targeted investments.* He concludes by encouraging marketers to detach emotionally from their campaigns and focus on long-term growth. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit labmarcel.substack.com

In this engaging discussion, Adam Ferrier, a consumer psychologist and co-founder of Thinkerbell, challenges conventional wisdom about being "customer-obsessed." He argues that brands risk losing their identity by solely catering to consumer demands. Instead, he champions the importance of strong brand leadership, using examples like Apple and IKEA to illustrate how a clear brand vision can transcend customer convenience. Ferrier emphasizes a company-wide approach to branding and critiques traditional focus groups, advocating for innovative ways to integrate creativity and brand distinctiveness.

Grace Kite, an expert in marketing effectiveness and econometrics, shares insights on maximizing marketing impact. She emphasizes the need for clear objectives in advertising to drive better outcomes. The discussion reveals how econometrics can analyze campaigns amidst various influences, helping brands make informed decisions. Grace highlights the critical role of creativity in capturing consumer attention in today's fragmented landscape. With the rise of digital tools, she explains how brands can leverage analytics and innovative strategies to enhance performance and engagement.

In this engaging discussion, brand designer Austin shares insights from his transition into brand strategy services, revealing both the potential and pitfalls he encountered. He debates whether brand strategy is often overhyped, leading to dull and trendy designs. The key takeaway? Distinctive brand assets are crucial for standing out. Austin emphasizes a more creative approach, advocating for brands that are instantly recognizable rather than getting lost in complex strategies.

Kristof De Wulf, a thought leader in brand strategy, teams up with Jan Verlinden, an expert in creative business solutions, to dissect the five key brand religions. They discuss the evolution of brands like Red Bull and explore challenging branding strategies that spark debate. The conversation highlights the vital role of emotional connections in fostering loyalty, while also addressing the complexities of influencer marketing. By focusing on authentic relationships over mere transactions, they reveal how brands can truly resonate with consumers.