Ian Elliott

Tomorrow’s market belongs to brands that aren’t afraid to reinvent themselves. I In a new article on Mumbrella, our founder Michael Abdel shares lessons from 25 years of brand transformation and why reinvention isn’t just a choice - it’s a necessity. From embracing new technology to staying true to core values, Michael explores what it takes to evolve and lead in a constantly shifting landscape. Check out his insights on why brands need to think beyond a rebrand and commit to real, impactful change. #SphereAgency #BrandReinvention #FutureFocused #ThoughtLeadership #Mumbrella #MelbourneMarketing #Insightsdriven

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Brands & Culture: An Intricate Dance 💃 The bond between brands and culture is a dance of complexity and intrigue. Brands shape culture while being shaped by it, creating a fascinating two-way street where perception and experience play a major role. ✨ Cultural Reflection: Brands mirror the values and quirks of their cultural backdrop. ✨ Cultural Impact: Brands influence culture by sparking new trends and promoting attitudes that become part of the cultural tapestry. ✨ Cultural Trailblazing: Brands push cultural boundaries, pioneering fresh concepts and challenging traditional norms. Let's peek at the star of the show: 🍫 Lacta, the iconic Greek milk chocolate brand. This symbol of 💕 love and everyday joys has collected over 160 global marketing accolades, including a few Cannes Lions and a Gold European Effie. Lacta is synonymous with love and connection. Gone are the days of handwritten 💌 letters, with messaging apps taking the lead and making our expressions more direct and casual. Keep calm, we've got this! Lacta, ever in tune with the cultural pulse, embraced the AI revolution with its "AI Love You" web app. This groundbreaking tool allowed people to whip up personalized love letters in seconds. All it took was inputting who you want to share love with and why, and your custom letter was ready to go! Recipients could view their AR magic moment by scanning a Lacta pack. The results were nothing short of mind-blowing! Over 200,000 love letters were sent, +1.8pp market share boost and a 40%+ revenue increase for Lacta. The Mondelez Europe gold digital award recognized Lacta’s 'AI Love You' campaign as the latest example of the brand's innovative prowess. The campaign proved that letter-writing is still alive and kicking, thanks to Lacta's thoughtful nudge. 💌 🍫 In a nutshell, the interplay between brands and culture is a dynamic give-and-take where brands draw inspiration from the cultural scene while leaving their own mark. It's a key ingredient in a brand's recipe for success and longevity. BRAVO team for your collective creative excellence 👏: Thomas Alexopoulos, Vasileia Leoni, Lia Garagani, Katerina Pantelopoulou, Ogilvy Greece, Panos Sambrakos, Angeliki Kornelatou, Katerina Androuli, Christina Alifakioti, Elena Vlagouli, Rania Davveta, Aristi Papadimitriou #teamMDLZ #AI #embracingAI #culture #brands #marketingexcellence #IloveLacta

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I played catch-up this morning with Second Nature Media during my shake-out on the trail with Episode 20 (link below). Loved the discourse that Dylan Bowman and Aaron Lutze shared regarding the Wieden + Kennedy produced "Winning Isn't For Everyone" spot they did for Nike leading up to the Olympics. I encourage everyone to watch/listen to Episode 20 and then share your thoughts in the comments on this thread or on the Second Nature page. Nike has been an interesting study in recent months (and over the past couple of years). Do I think they have had some missteps? Sure. And when you're the biggest player on the field, those missteps are going to be magnified and heavily scrutinized. Despite facing scrutiny from industry experts and trade media, they clinched the top spot as the world's most popular sportswear brand among 15-to-25-year-olds in 2023 by a landslide. That contrast between what the industry thinks and what is true for consumers is a very interesting tension to pay attention to. David Callahan had a great post two weeks ago going deeper on this very subject that I encourage you to seek out on his thread. Graphic design friends with bandwidth, pay close attention to the end of Episode 20 as it seems DBo and Lutze could use your help for a project they're working on together. Lastly, if you're currently a job seeker and interested in Outdoor/Performance sports, be sure to be following the Second Nature Media page for frequently updated open roles.

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Crafting an artisan brand isn't just about the product; it's about the story woven into every creation. An article I recently discovered delves deep into the power of storytelling for artisanal brands, shedding light on why it's a game-changer. Here's a glimpse into what makes brand storytelling so crucial in the artisanal world: - Artisanal brands rely on emotional narratives to captivate consumers, turning a simple product into a compelling entity that resonates with buyers. - Building brand equity through storytelling establishes trust with customers, leading to greater willingness to pay for products and increased sales volume. - The art of storytelling extends beyond mere promotion; it involves sharing the journey, motivations, and processes behind the brand, creating a connection that goes beyond just quality and price. - Separating the product from the brand is vital. Crafting a unique brand character and narrative adds depth, emotion, and distinction that transcends basic product features. Mastering the art of storytelling elevates artisan brands from commodities to captivating experiences, driving growth and success. Dive into the full article to uncover more insights on building a compelling artisan brand through the magic of storytelling. https://lnkd.in/ex7eTzdt

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Thanks to Brian Morrissey for the People vs. Algorithms podcast mention about Nike. Having worked on the brand in the formative years of my career, I have many thoughts on the subject. Their creativity and innovation have always set them apart. Working on the business was a master class. In recent years, they've over-rotated to performance marketing at the expense of brand and experience. The promise of automation and tech is efficiency. However, efficiency should not be the only goal, particularly for iconic lifestyle and cultural brands like Nike. Soul matters. If you don’t already listen to Brian’s pod, check it out. It’s by far the best and freshest in media today. #peoplevsalgorithms #podcast #nike #performancemarketing #brand

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2025 in the fashion industry is forecasted to be sluggish. It appears to be a continuation of what we saw in 2024: revenue growth is expected to stabilize in the low single digits (exhibit). While luxury has led in value creation in recent years, the McKinsey Global Fashion Index forecasts that in 2024, it is nonluxury that will drive the entirety of the increase in economic profit for the first time since 2010 (excluding the COVID-19 pandemic). #fashionindustry #fashion #fashionnews #luxuryfashion #economy #2025 https://lnkd.in/gSYTz-2z

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Are DESIGN INTERNS running the brand strategy at HARRIS/WALZ Campaign?? This feels like a classic case of design aesthetic overshadowing strategic design. This Harris Campaign is aiming for a younger crowd with a grungy, concert-poster vibe, but the execution falls flat. Harris looks small next to Walz's melon head in context; the layout lacks punch even though the ingredients are there (candidates, large crowds, colors, and typography), yet the whole thing feels unsophisticated. And what’s with them both facing left? Historically, that’s looking to the past. They should be facing right, toward the future. From a brand strategy perspective, this design misses a crucial opportunity to balance trendiness with the gravitas needed for a presidential campaign. There’s a way to be creatively relevant while still conveying the premium quality and forward-thinking vision expected from the highest office in the country—but this poster just doesn’t deliver. I took 10 min to quickly rejigger design using the same elements, to reprioritize: • Harris as focus and replacing the stars • US Flag more in focus, vs deconstructed • candidates facing a more optimistic way • Adding some organization of type • Adding in divider rules to organize elements • Bigger Candidate names and year What ya think? #Election2024 #BrandStrategy #DesignCritique #PoliticalMarketing

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Complex issue yet should we ask: are we creating (and protecting) the 21st Century Robber Barons (of Technology). Strategically, should we shut down opportunity for smaller scale endeavors? Surely we have enough intelligence to fashion regulations that includes the growth of small business--our building block for growth?

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This article is about the insights I gained during the SDG jury at Cannes Lions this year. Thanks Kim & Adam Shaw for releasing this in your valuable space. https://lnkd.in/g6a_szdE

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Bobbi Brown has brilliantly built the perfect Queenager brand, tapping into the vastly underserved Gen X and Boomer market. What truly stands out is how her brand captures the Zeitgeist, celebrating these women as they are—confident, vibrant, and unapologetically themselves—without trying to turn back the clock. Bobbi is also a master of digital communication, engaging directly with her audience in a way that feels authentic and impactful. Her success is a powerful reminder of the immense potential within midlife entrepreneurship. 🚀 It's time to invest more in midlife entrepreneurs who have the vision, experience, and connection to create brands that truly resonate. Let’s champion and support the next wave of game-changers! #MidlifeEntrepreneurs #InvestmentOpportunities #femaleentrepreneurship

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The revenge of brand. The most important thing you’ll read this year. 1. Competition is everywhere. 2. DTC can be a trap (I just mentioned this to Joanne Tombrakos as we recorded her podcast today). 3. Brands aren’t built off performance marketing. Thank you for researching and writing Brian Morrissey “… invested a material amount of dollars (billions) into something that was less effective but easier to be measured vs something that was more effective but less easy to be measured. In conclusion: an impressive waste of money.” The issue in business? We have skipped over a whole generation of vision which understands how to do this without giving into “dashboard pressure.” https://lnkd.in/gJ9RmkYM

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The latest Unity Marketing (UM) among over 430 executives working in the luxury industry found that innovation ranked number 10 out of 14 attributes that make luxury brands strong and resilient. Topping the list were devotion to quality (71 percent), craftsmanship (63 percent), authenticity (62 percent), commitment to service (56 percent) and artistry/design (52 percent). Being innovative and forward-thinking wasn’t even close at 32 percent. Regrettably, Innovation is not at the top of the mind when it comes to luxury brands; however, it should be. Get the scoop in my latest on The Robin Report with Chris Gray, Psy.D. The Buycologist Chandler Mount Affluent Consumer Research Company #innovation #luxurymarket #luxurybrands #luxuryindustry #innovation #leadership #artificialintelligence #ai #generativeartificialintelligence #genai

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Gleaning insights from this Ad Age article: post-purchase is the new frontier. For Gen Z and Millennials, the journey doesn’t end at checkout; it’s an ongoing loop of discovery. These 3 post-purchase strategies stood out to me as table stakes for any company that wants to be successful, especially D2C brands: 1. Reinforce Their Choice: After buying, customers look for validation. This is your chance to strengthen your narrative and build lasting trust. 2. Build Community First: The strongest connections are between users. Cultivate spaces where people connect, enhancing the brand experience organically. 3. Be Transparent, Fast: Consumers crave authenticity and clarity. Lead with your values and make your brand story easy to find. The greatest opportunity for brand-building starts AFTER the sale. Thanks to Jasmine Bina for highlighting how we can make every post-purchase moment matter. https://lnkd.in/gStQ5XXW #BrandStrategy #CustomerExperience #BrandLoyalty #GenZMarketing

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We’ve joined more than 1k agencies and 2k creatives in signing the Clean Creatives pledge. Here’s what that means for small c 🌍 1. Refusing contracts with fossil fuel orgs 2. Lending our talents to partners prioritizing sustainability and equity 3. Aligning our work with science and ethics 4. Sharing our commitment to inspire others to sign the pledge We know it’s a privilege to be able to turn well-paid work down — not every designer and agency can afford to. So we’re grateful for our partnerships with organizations like DC Greens, Counter Tools and Truth Initiative who enable us to work on projects that align with our mission. Creatives and agency leaders — join us! Learn more about Clean Creatives and why we signed the pledge: https://lnkd.in/eMRwhgZh #CleanCreatives #advertising #ClimateAction

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🎵 Gen Z Love Decoded: Exploring Kid Laroi's Emotional Journey By analyzing the lyrics of an artist who truly resonates with Gen Z, I aim to uncover valuable insights into this generation's values and emotions. Kid Laroi’s The First Time (Deluxe Version) beautifully captures the sequence of relationships—from the thrill of connection 💞 to the pain of heartbreak 💔, the struggle for closure 🔄, and the journey of self-discovery 🌟. What’s fascinating? This relationship progression isn’t just about Gen Z—it’s a universal story applicable to any generation, offering timeless lessons on love, identity, and resilience. If you're curious about how music reflects modern emotions and societal values, this deep dive on Medium might inspire you! 🎧✨ #GenZ #GenZMarketing

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Rachel Roberts Mattox Yes, I agree!! It is crucial for marketing and product development to understand this behavioral shift. Shifting consumer behaviors towards positive outcomes requires a deeper understanding. For younger shoppers, clicking and buying what’s affordable and trendy has become almost Pavlovian. I really enjoyed your article; it would make for a great live discussion!! WE ARE THE BOARD

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