Jonathan Finer

Our client, Campbell's, faced the challenge of translating a brand’s promise to product requirements. The brand required a solution to rapidly and cost-effectively develop concepts that consumers recognize as meeting the brand promise. See how we used our unique moments-based behavioral approach to solve this problem. https://lnkd.in/da-DCj8b #BrandGrowth #BehavioralInsights #Insights #MRX

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Content worth binging: our recent Roundtable, The Future of Snacking, is now available on demand: https://okt.to/Mye2Jh Watch as our experts share their perspectives on how and why the category is changing—and the strategies they recommend to CPGs to keep pace. And while you’re there, pre-order our complete category report, dropping next month. Watch it here: https://okt.to/cqXjAV #futureofsnacking #snackingcpg #snacksandsweets #CPGtrends

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“What knowledge gap do you have today?” 🤔 Great question Elizabeth Oates! Always inspiring to hear how insights can help drive effective action. Interested in learning more about how insights can help drive meaningful growth? Let’s connect! Finch Brands

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From The Coca-Cola Company's timeless "Drink Coca-Cola" ads to the catchy jingles of household products, print media played a pivotal role in shaping consumer behavior and brand recognition during the early 20th century. #ThrowbackThursday 2/3 As businesses aim to cut costs, marketing leaders will do well to focus on performance measurement to budget more effectively for businesses. But can marketers afford to sacrifice long-term goals? Niall O'Malley, Director at Difference Engine, helped answer the question. Read the full story here. https://lnkd.in/dQ8V2vxW

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Ever onwards! Thanks Terry Stanley for highlighting the potential impacts of rescheduling for ADWEEK. Sky-high to see CMC Co-founder Joyce Cenali and CMC Members Embarc, Happy Days, and CMC Media Partner Surfside blazing the way forward. "Such a change could have a profound effect on marketing in the sector, industry veterans say, with more publishers and platforms welcoming weed ads. The Cannabis Media Council, a trade organization, thinks rescheduling will “open up more mainstream direct-to-consumer channels” that have previously restricted or refused weed money, per co-founder Joyce Cenali. Under rescheduling, cannabis companies themselves would be freed from a tax burden, the onerous 280E, that has not allowed them to write off everyday business expenses. (For the first time, for instance, canna brands will be able to deduct rent, salaries, insurance and marketing costs). Cannatech firm Surfside predicts “a 35% to 80% increase in advertising investments” in a post-280E world. Brands and retailers are already calculating the difference between then and now, planning to amp up their paid media. “The removal of 280E would increase our net revenue after taxes by about 25%,” per Paul Lepore, president of Happy Days dispensary on Long Island, N.Y. “This higher net revenue number, commingled with the ability to write off marketing expenses, would be enough persuasion to increase our marketing budget by about 200%.” Rescheduling could “open seven to eight figures in annual impact,” according to Courtney Zalewski, chief brand officer and CMO at California-based dispensary chain Embarc. “We don’t know yet if this will open traditional channels and ease advertising restrictions, or how creative and marketing departments grow as a result,” Zalewski told ADWEEK. “Our hope is that it will allow a new level of maturity and sophistication we have yet to see in cannabis marketing.” https://lnkd.in/evxYzYMu

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Pearlfisher New York's Justine Allan shared her thoughts with The Drum's Richard Draycott about how agencies can evolve to better serve CMOs. Here are her biggest takeaways: 🪞Agencies need to mirror the dual challenges CMOs face: establishing stability and trust while being agile and innovative. 🎨 CMOs rely on their agencies not only to execute but also to be strategic advisors and creative provocateurs, so are doing away with rigid processes and hierarchical structures in favor of more streamlined operations. 🪴 To keep up with CMO demands, agencies need to create an environment that attracts, cultivates and retains top talent. Read more: https://lnkd.in/eCa4Nbpz

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Experience strategists, it's time to rethink our approach to journey mapping! 🗺️ We've all encountered the limitations of traditional linear journeys - they simply can't capture the messy, multi-channel reality of how customers engage with our brands. Those one-size-fits-all maps inevitably miss critical nuances in behavior. 😕 So let's share our stories in the comments: 1. When has a linear journey framework failed you? 2. What surprising paths did it overlook? Together, we can push past outdated assumptions and craft smarter ways to understand and design meaningful experiences. 💡 We're committed to uncovering the authentic truth of the customer journey. Let's navigate this complexity together and chart a course to better. #CX #ExperienceStrategy #JourneyMapping

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Ongoing voting for brands on the Consumers Value Awards portals, consumers expressed brand satisfaction with their votes. Over 40 categories of brands are listed based on consumers’ nominations on the Consumers Value Awards portal for voting as Value-for-Money brands in the 2024 edition of the award. Consumers cast votes for brands to express satisfaction among various brands. Presenting the one-month result, Akonte Ekine, CEO of BrandXchange, said the initiative is transparent and objective. It’s the consumer position on brands as nomination and voting drive the platform. https://lnkd.in/eUdUnjnn

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In their session on their ongoing work to change internal modes of thinking from a focus on product and product category to a more holistic view of consumers and their demand spaces, Haleon’s Tina Tonielli and Sandra Guerra stressed the need to avoid a one-and-done approach to insights socialization and instead commit to a long-haul effort. In their case that meant conducting 100+ workshops and trainings to get internal stakeholders within the maker of everything from Sensodyne to Advil on board. #QuirksEvent #QuirksNewYork #MRX #insights

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Earth Every Day > Earth Day Sustainability, and the practices of healing our planet, have to be accessible to everyone. Everyday. When everyone has access to earth-friendly choices it turns small purchases, and small shifts in behavior, into the cumulative impact that makes a difference. I had the pleasure of talking to CauseArtist on Little Sundays’ perspective on how mass-market brands can help make a big impact - one purchase at a time. https://lnkd.in/esndZj5z

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I remember shaking my head in disbelief over the four years of of Tump’s presidency — one shocking erosion of morality after another. One empty promise after another. Thankful to Robert Reich for refreshing our memory as to how awful Trump was. Lets remember a how much Biden has accomplished instead. 1) we have a better economy than any other nation after the global pandemic. 2) He avoided a predicted recession 3) He passed an infrastructure bill so that our roads and airports are hugely improved. 4) He brought businesses and jobs back to the US that were previously overseas and invested in tech jobs 5) Low unemployment and the stock market has hit new heights. Please remember the reality not the rhetoric.

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I struggled for years to be better understood, which was a dreadful feeling for someone working to translate ideas into compelling communications! Things took off when I realized that the best conversations are actually collaborations. Here are 6 transformative techniques to help you better understand and be better understood in every interaction. https://lnkd.in/gACrrAfr

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Our April newsletter is out. This month's installment includes: common first responses to questions about the five essential #brandstory elements along with suggestions for generating meatier answers; best practices for avoiding #PR fails; an introduction to WeTheChange, a network of purpose-driven women #BCorp business leaders; and a #PRtip for communicating complicated ideas to diverse audiences. Read on: https://lnkd.in/gCME3M8u #PRagency, #brandstorytelling

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Rebrands or refreshes? The semantics may seem trivial, but this thought-provoking piece by Zachary Petit at Fast Company sheds light on the significant implications behind these terms.   Rick Barrack, chief creative officer and founding partner of CBX, says it’s critical to remember that creative teams also have to navigate their own internal audiences to sell an initiative.   “Particularly when you’re dealing with big category leadership brands, it’s easier to … get buy-in with a refresh than it is a rebrand,” he says.   He adds that sometimes an initiative is sold as a refresh … but it turns into a rebrand (while likely simultaneously being dubbed a refresh). Other times, a client who signed up for a rebrand gets spooked, and the work gets spun as a “refresh” when, in actuality, it’s… a rebrand. And that’s all without getting into the politics of the client’s own internal team and their emotions around the two terms. Read more: https://lnkd.in/eCp_kjJE #BrandingStrategy #RebrandVsRefresh #BrandingDebate

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The choice between branded and unbranded #insight communities can significantly impact the outcomes of your studies. Let's take a look at considerations for each: https://lnkd.in/gfUgGg6H

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🍭 Top 3 Takeaways from this week's Sweets & Snacks Expo: 1️⃣ Occasions are the NEW Seasonal While traditional seasonal products aren't going anywhere (pumpkin spice: you *ARE* safe), consumer demands are evolving FAST. Whether it's aligning an LTO with a Taylor Swift album drop or deciding what snack to buy for a Vanderpump Rules Reunion watch party with friends, brands and retailers that solve for occasions in culture will outpace their peers by a mile. A standout example was Jack Link's Protein Snacks Bloody Mary Mixes: "people were already putting beef sticks in their Bloody Marys, so it made sense that we show up at brunch!" 2️⃣ The Better-for-You vs. Indulgence Battle Continues NCA Sweet Insights reports that only 53% of consumers believe BFY confections exist, and just 1 in 10 purchase them frequently (predominantly Gen-Z). Experts confidently state: "Indulgence is not going anywhere," even as consumers cut back on snack purchases citing health concerns. The takeaway? Consumers will never give up indulgence—it will just look different in the future. There's a MASSIVE, untapped opportunity in this space. Standout brands already threading the needle beautifully include BEHAVE and NICKS, both of which highlight indulgence with drool-worthy flavor and texture, and an "oh-by-the-way this is actually better for you" twist. FFUPs also caught my eye with their unabashed "NOT HEALTHY" claims, embracing the pure joy and emotional benefits of snacking without any B.S. 3️⃣ Foodie Influence International flavors aren't new, but what stood out was the expressive brand storytelling in snacking. There were so many founders on the expo floor sharing the flavors of their culture with infectious joy. El Nacho was particularly memorable—their tortilla chips were not only delicious, but their packaging was a vehicle for storytelling with cheerfully rebellious characters. I am an immediate fan (especially of Ms. Mango). Nomad Snacks also drew me in with their journey of international flavors like chimichurri and ramen. Lastly...our team has a few more takeaways in our pocket too spicy to publish here 👀 DM if you want to hear more! #SweetsAndSnacks #ConsumerTrends #foodandbev LPK Emily Dominick Kyle

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Are you meeting consumers at every point of the consumer experience continuum? In his latest Forbes article, Terakeet CMO C. David Minifie explains how brands can marry ‘message’ with ‘moment’ to build stronger connections with consumers before, during and after transactions. Read his deep dive in Forbes: https://lnkd.in/ezwKQyR6 #ForbesCommunicationsCouncil #ConsumerExperience #CMOInsights

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