Michelle Brintnall Chester

Brand marketers, listen up..... you're missing out if you're ignoring women 40+ in your marketing: "Women drive 70-80% of all consumer purchasing, either through buying power or influence, and women older than 50 drive $15 trillion in spending power—which is 27% of all consumer spending in the U.S. By 2030, women are expected to control much of the $30 trillion in wealth that is soon to transfer from baby boomers to younger generations—namely millennials, who will all be in their mid-30s to late-40s by then." #fractionalCMO #brandmarketing

19

2 Comments

Community is in the comments 👏 If you want to see how engaged a brand community is, then check their comments on their posts and see how brand community members engage with EACH OTHER on those posts. That’s a sign of a strong brand community.

176

21 Comments

Last night, at the Canopy Advisory Group event, Jennifer Sey and Griffen O'Shaughnessy discussed the complex dynamics of authenticity and culture within branding. Branding is personality, and staying connected to the true essence of what the brand stands for is more critical than ever as the full-on brand assault of modern life escalates. To guide a brand, the relentless pursuit of knowing who YOU are and staying true to your own value is crucial in an industry that often tries to reshape you into someone you're not. CMOs pour their hearts into the brands they serve so nurturing their own value is a success component. This discussion really connected with me. They discussed how professional feedback can often fuel anxiety and self-doubt. Still, the key is to know your worth and not let others define your limits so you can grow a brand through courageous leadership, rejecting the notion that we must conform to every expectation and instead cultivating the ability to stand out. This core 'knowing' of your own value allows you to build and support brands in a world where art and branding can be confused. Art embodies angst, brand embodies personality, while advertising (should) focus on the product delivered with the brand's personality. Jen, Congrats on the launch of XX-XY Athletics 🍾🍾 #brandingnerd #branding #marketing #value #brand #growth #art #strategy #authenticity #culture #authentic

43

3 Comments

How is a 67-year old brand absolutely killing it with every cohort in its generationally stacked customer base? Reconnect with Unilever Dove ▶️ Hear how they are doing this through all channels, including Roblox 👏 𝗟𝗜𝗦𝗧𝗘𝗡𝗜𝗡𝗚 + 𝗔𝗖𝗧𝗜𝗢𝗡 = 𝗧𝗥𝗨𝗦𝗧 • Dove truly meets its customers - no matter how young - where they are. They are trusted by (purchase!) & beloved by (loyalty!): 👵🏻 🇸​​🇮​​🇱​​🇪​​🇳​​🇹​ & ​🇧​​🇴​​🇴​​🇲​​🇪​​🇷​​🇸 • 1st ad modernized the brand at its GTM “Suddenly DOVE makes soap old-fashioned!” (Circa 1957); immediately noted its unique qualifier as “1/4 cleansing cream” 👩🏻 🇬​​🇪​​🇳​ ​🇽​ & ​🇾​ • Grew up using Dove because their moms used it & sharing it with their kids; Grateful for Dove’s clear commitments to self-love and building confidence in all people - esp young humans. 👧🏻 🇬​​🇪​​🇳​ ​🇿​ & ​🇦​​🇱​​🇵​​🇭​​🇦​ • Discovery mode; fiercely in “influencer power” who are just breaking into “purchasing power” through $ from chores & entry work such as babysitting, etc. Using Dove because moms are but also see that Dove is right inside spaces they love too 𝗚𝗥𝗢𝗪 𝗔𝗦 𝗬𝗢𝗨𝗥 𝗖𝗨𝗦𝗧𝗢𝗠𝗘𝗥𝗦 𝗚𝗥𝗢𝗪 • Keep in mind that Dove launched the Real Beauty campaign 10 years ago (2004) and have smartly grown the campaign as its customers have grown - literally (most As were not even born yet) • They have nurtured and layered it as the customers have grown - literally - with the “Real Virtual Beauty” commitment 𝗧𝗟, 𝗗𝗥: You can meet your customers exactly where they are simply by listening. Cheers & bravo, Alessandro Manfredi • Conny Braams and the entire Dove team 👏 As a mom first, I’m grateful for your stories and product. #storytelling #brandstory #nextgenstorytelling #generations #roblox #community

22

13 Comments

The 2 questions you should be asking if you want to be successful in licensing. I love me a good Cinnabon. They're soft, super indulgent, hot and gooey Cereal unfortunately is none of those things. Marketers, before you approach a brand to license you need to ask these 2 questions. 1. Can I bring this experience to life in an authentic way? 2. Ask question number 1 again with a little more honesty. Master this and watch your licensing success rate soar, become the partner everyone seeks out, and save a ton of money in the process.

7

1 Comment

How should you approach Juneteenth as a brand or marketing professional? Melanie Williams shares some great wisdom in this piece for ADWEEK: "Juneteenth is not just another date on the calendar; it represents a transformative opportunity for brands and marketers. Let’s use this moment to make genuine connections, show understanding, and make a lasting impact in the fight for equality and justice." https://lnkd.in/e5N3UCnT

3

I tend to choose specific brands because I love what they stand for and respect how they’ve stayed true to their core values over the decades. (Can anyone say, "Ben & Jerry's"????) These brands are my people. They're the ones I'd love to grab coffee with. As solopreneurs, this should be the goal for *our* brands. We need to be coffee-worthy in the hearts and minds of our ideal customers. Here's how I think we can do that: https://bit.ly/4bckzAU

1

The rise of the flexitarian drinker is reshaping the beverage landscape. “The future of NA is actually alongside booze. Why go to a specific niche store when you can grab your NA alongside everything else you have on your grocery list?” 🍹🚫🍺 Is blending NA and alcoholic options on retail shelves the key to catering to today’s consumer? #BeverageTrends #FlexitarianDrinker #Alcohol https://lnkd.in/gkYGg_Nm

7

6 Comments

Let's talk a little bit about category reinvention. I've seen multiple posts lately handwringing about new category entrants or new categories that aren't "worth paying so much for." One example was a post about the NA beverage category. The critique boiled down to this: why pay a ton for wine that is "just juice" or "cocktails" that are just sugar, water and additives? The author even goes as far as to argue that it's not worth paying for because you could mix mocktails at home by yourself. I don't disagree that flavor and other alcohol-like qualities (bite, burn, etc.) could be improved in the alternatives. And, yes, many products can be (re)created at home with time, money and access to the right ingredients. However, this is part of the growth and maturation cycle of most categories: ➡ New alternatives emerge at a higher price point ➡ Marketing dollars are put behind them ➡ Consumers compare them to the established product(s) they know and find things they don't like & established players fight back with their own claims and content ➡ Even more new alternatives emerge to address the pushback, some at premium price points ➡ The main players add to their portfolios or hold firm ➡ Some brands survive; some don't ➡ The dust settles and the category is redefined to include the alternatives We've seen this before in many other CPG categories when they first entered the market: -People complained about paying more for soy milk in their coffee and even spread false information about soy altering the male body -Natural / non-toxic household cleaners were all labeled as part of "greenwashing" and bloggers argued for making your own with vinegar -Greek yogurt was criticized for having less calcium and for using "fillers" instead of true craft straining technique -Etc Beyond this, it's critically important to consider the role of occasion and brand. For the NA category, holding a sharply designed can in your hand helps you feel at home among hard seltzer and beer drinkers, even if the taste or burn isn't the same. And let's not forget brand - that ephemeral, magical something - that makes old and new players alike unstoppable, even if the product itself isn't drastically new(hello, Liquid Death!) When I was pregnant, I too sought meaningful alternatives to drinking alcohol. Some were great in taste; some weren't. Some gave me a booze-like mouthfeel; others didn't. But I certainly had more options than a person in my shoes 5 years ago. And as both a consumer and marketer, I'm confident NA products will continue to optimize and improve (as they always do). #marketing #categoryreinvention #brand

11

2 Comments

“Intersectionality is complicated”. “It’s too nuanced for an ad”. “We need to reflect as many people as possible”. That’s what brand experts say when you ask why campaigns are so broad they are rendered meaningless. According to these experts, it’s simply too hard to connect with the many different ways a person identifies. Please. The razor-sharp precision with which great marketers (or even decent ones) target their messages tells us brands can absolutely address intersectionality. When they want to. I see three reasons for brands don’t expand their marketing to nuanced, unique and intersectional LGBTQ+ individuals: Bigotry, laziness and fear. I won’t waste time on the first group except to say they will eventually find themselves, quite publicly, on the wrong side of history. I know this because they are on the wrong side of the present. Then there’s the lazy group. These are box-checking brands that issue generic statements about inclusivity, change their social media banners and slap a rainbow on an ad. If anyone asks about their limitations, they point to an ad featuring two women or two men (probably of the same ethnicity) to declare just how inclusive they are. There was a time when LGBTQ+ representation was so severely lacking in mainstream media that literally any representation felt like a win. We call that time “the 90s” and they are over. Do better. I suspect the largest group by far are brands that are afraid—not of a homogenous group of LGBTQ+ people or Pride in general (everyone loves a parade!)—but of the actual individuals this month is supposed to acknowledge, represent and celebrate. Brands are afraid of what will happen if they get too specific in their support. Someone, somewhere will be offended. They forget that no matter what they do, someone, somewhere will always be offended. This is why companies need to examine who they are and take a stand. When Bud Light (the American beer) faced backlash after a transgender influencer was engaged to promote their brand on Instagram, the company backtracked and blamed a third-party agency. This resulted in even more backlash from the people they originally set out to support. Bud Light’s problem wasn’t that it paid for the endorsement of a trans woman. It’s that they failed to take a stand. They wanted to please everyone—or offend no one—instead of being who they are. By May 2024, more than a year after the controversy, Bud Light sales had fallen 28.2%. Honey Maid is a great case study of not screwing it up. Their ad about love featured different types of families, including—gasp!—a family with two dads. The company printed out the hate mail they received and turned it into an art piece that spelled the word “Love”. The concept of “marketing to people instead of Pride”, as the article puts it, shouldn’t be that difficult. At least not for any marketer worthy of the title. #Pride https://lnkd.in/d84PpJws

18

2 Comments

Be authentic, they say. Kim Scott says Radical Candor leads to better leadership. Does it? After a recent product marketing engagement for a ~$20+ million CPG brand, I've been questioning this advice. I question what good is being authentic if the receiver of my authentic feedback isn’t open to receiving it. Maybe I’m lucky. Most leaders I’ve worked with are open to constructive feedback. Heck, they even welcome it. However, during this engagement, my feedback was not received kindly. A leader's defensive response in trying to explain away my findings and recommendations left me feeling vulnerable, confused, and trepidation about whether my feedback was sound or might have hurt someone's ego. To be fair, my natural inclination is to delve deep into multisided assessments and share more nuanced recommendations. It can be a fight for me to provide a simple one-directional recommendation. But not this time. I was clear and specific with my feedback and recommendations. In it, I showcased their product's lack of differentiation and clarity in its product messaging, positioning, and packaging in the market. My data was sound. I had specific competitive comparisons, qualitative consumer feedback at the point of sale, even photos of their product juxtaposed to other products with clear differentiation conveyed on their packaging. Further, I shared opportunities to showcase and include messaging around some key differentiated proof points that the market wanted and they hadn't included. I'm feeling better about this now, and I'll still keep giving my most authentic feedback, but I'd love to get guidance from others on how to avoid this type of situation. What signs do you look for to avoid working with someone who isn’t open to feedback? Or even better, how do you craft feedback so it's received and acted upon?

1

3 Comments

Managing creatives is really hard. For Cyntia Leo, Head of Brand Marketing at Urban Outfitters and our podcast guest this week: The secret is in collaboration. Cyntia is half data geek, half artsy gal. So you best believe she comes to the table with a well-rounded strategy. But that's just the beginning. The real magic happens when she gets in the room with her creative team and says, "Alright, let's tear it apart." They break things down, throw it against the wall, and build it back up, together. Sure, there's some push and pull. But when they land on something that genuinely excites them all, that's when they’ve struck gold. Cyntia's advice for marketers: — Don't dictate; collaborate — Get your hands dirty — Trust in the power of "we" over "me” That's how you create work that shines through.

4

1 Comment

Have you notice the rise of local authentic Luxury In the post-pandemic era, we're witnessing a profound shift in consumer behavior – a marked appreciation for goods, services, and experiences rooted in local communities. A recent Horizon Media survey revealed that 62% of young US adults are motivated to buy from brands that foster a sense of community belonging. This sentiment resonates globally, particularly among younger consumers craving authenticity and cultural connections. In China, homegrown fashion, beauty, and coffee brands like Florasis, Proya, Saturn Bird, and Manner are thriving, challenging Western norms by embracing traditional Chinese craft and ingredients. Vietnam's popular shoe brand Biti's has capitalized on this trend with their viral "A Step Forward" campaign, featuring 40 local artists' interpretations of the brand's 40-year journey – a celebration of national pride that resonated deeply with audiences. India's rapidly growing middle class, now accounting for 10.3% of the population, is driving demand for both imported luxury brands that give back to local communities and homegrown fashion, beauty, and skincare labels. We are moving beyond the age of bland, universal insights and into an era where authentic human stories resonate across cultures. While lived experiences may differ, we recognize truth when it's told authentically. Consumers seek both discovery and familiarity – the opportunity to explore beyond the obvious while finding comfort in local familiarity. Brands can tap into this desire through hyper-local communications, uplifting local businesses, and showcasing new facets of familiar cities. Even global giants can benefit from embracing local cultures and codes in their audience engagement strategies. KFC China, for instance, blends the brand's heritage with traditional Chinese iconography, fostering a deep cultural connection. In today's landscape, authenticity and localization are paramount. Brands that celebrate local cultures, uplift communities, and forge genuine connections will thrive in this new era of consumer consciousness. #localluxury #luxurious #fashionbrand

1

🔍👂 Do you listen to your customers? 👂🔍 Most companies would, of course, say yes to that question. But do they truly listen to the millions of voices expressing their hopes, needs, wants, and feedback on brands and experiences every day? There are some companies that work to master how to fully tap into social listening for business value creation, competitive intelligence, and understanding significant consumer truths. But there are many who haven't. The potential is vast, and there are many use cases: Understanding Future Trends and Evolving Needs: 🎯 Tap into a social media intelligence solution to continuously uncover what is happening in the market and how market and consumer trends are evolving. Use the insights gained to fuel relevant opportunities and prioritize them in line with business development goals. Understanding Brand Strength and Reputation: 🌟 Monitor how the brand is perceived by both the broader audience and your specific target audience. 📊 Track evolving concerns or crises and clarify the brand’s strengths in associations and attributes compared to key competitors. 📈 Use this information to refine brand and communication strategies and to manage consumer sentiment for PR and reputation purposes. Creating Sharper and More Relevant Content: 📝 Leverage social listening to gain clarity on the topics and themes that resonate with consumers. Utilize these insights to craft messages that will immediately resonate with your audience. Fueling Category Growth and Experience Strategy: 🌱 Social intelligence provides valuable clues for category growth plans. Pay attention to engagement and excitement levels to determine the direction the category should evolve for future growth. Where do we choose to impress the consumer the most? What touchpoints matters most and what channels do we choose? Improvements to the Product Portfolio: 🛒 Track what consumers share about your products to gain an immediate source of data to inform your organization. 💎 This is a real treasure for product and category managers who can identify product improvement needs or enhance the overall experience through better product content and communication materials. Social listening provides an absolutely vast resource to support business growth. However, be cautious not to limit its potential to just one or two use cases. Understand its multifaceted benefits and choose your tools and solutions wisely. Anything else to comment on these business opportunities by the expert social listening expertise network at BSH Home Appliances Group? 😊 Nathalie T. Veronika Platschka Marleen Kolleck Didem Yücesoy Ingrid Huth Petros Isaakidis Ariane Mertens Yuan Yuan Ngan Nguyen Sophia Katerna Dr. Rahim Malekshahi Dr. Marina Lang #consumerexperience #consumerlistening

27

9 Comments

Have you noticed how many produce items have branded names lately? Well, I have, of course!! Check out this #tellthetruths video for what I've been thinking lately. Let me know what you've seen and what you're thinking. #brandtrue #naming #brandnaming #captioned

8

2 Comments

💰Capitalism is complicated 🤑 It’s expanded economic opportunity for a variety of groups, but it also serves a system of oppression in itself. Now, more than ever before in capitalist history, consumer buying power is more diverse as communities of color are looking to engage with brands that make them feel seen, heard and valued. And they are ready to intentionally make choices of where NOT to spend their money when they don’t see themselves included in a brand's marketing. Whatever you believe the role of government should be in supporting communities, corporations do have a place and responsibility to the constituents, customers, stakeholders and importantly the employees they serve. Corporations that prioritize #culturalcompetency, not just diversity, will lead financial performance, consumer loyalty, employee satisfaction and corporate brand reputation. ++++++ Hi 👋🏽 I’m Mariam, founder of Chatterbox Consulting, an #inclusivemarketing and communications consultancy for brands who won’t keep quiet. I specialize in helping brands create business impact, build communities and drive engagement by authentically centering, celebrating, and serving the needs of underrepresented audiences. 💌Reach out & #LetsChat about how to evaluate and create culturally competent content and campaigns for your brand.

14

Hi, I’m Rachel and I’ve never been inside a Costco. I know, I’m missing out. Truth be told, I’ve always lived far away from one or just haven’t had room to buy in bulk. It’s amazing how a store I’ve never set foot in can create FOMO. I thought this was an interesting read on the Costco in-store experience and how they create brand loyalty. Trader Joe’s is my Costco. It’s that store I go in needing one thing, but walk out with more than I can carry. While TJ’s is not on the same level, it has created a similar experience. Secret sauce? RESEARCH! Costco tests products on a smaller scale before launching nationwide. They evaluate the emotional and functional benefits behind a product before going big or going back to the manufacturer for product improvements. Brands often think they need to evaluate a product with a large sample, but really it is often those smaller scale face to face consumer interactions that allow you to pivot product positioning before bringing it to the larger audience. I’d love to help you evaluate your product positioning so we can get it to a place that creates serious FOMO. Let's connect! https://lnkd.in/euygicbj

3

Always an honor to share the stage with Gary Vaynerchuk! CMOs and creators need to wake up! Social media and advertising is changing. The most pressing issue we addressed at POSSIBLE? Staying relevant. How do you do that? 𝙎𝙤𝙘𝙞𝙖𝙡 𝙛𝙞𝙧𝙨𝙩 ❇️ It’s undervalued & underpriced ❇️ The only merit-based thing left. People are telling you what they think. Are you listening? 𝘾𝙧𝙚𝙖𝙩𝙞𝙫𝙚 𝙬𝙞𝙣𝙨 ❇️ It’s about relevance to each consumer ❇️ That means knowing & segmenting your audience 𝘽𝙚𝙛𝙤𝙧𝙚/𝘼𝙛𝙩𝙚𝙧 ❇️ Win the first second (stop the scroll) ❇️ Post-creative strategy: audit your wins and losses every time! “We romanticize the past, are blindly optimistic about the future, but are failing in the present” -Gary Vaynerchuk. If attention is the modern currency, understanding and adapting to these changes are essential. Do you agree? 📧 Connect with me to explore updating your strategies to maintain relevance in your marketing. **Thank you Gary for the shoutout in your book! #marketing #modernmarketing #possible2024 #marketers #marketingevent

93

10 Comments