Rebecca Barr

Building Trust or Driving Leads? Why the Best Marketing Strategies Do Both It’s surprising how often businesses treat branding and demand generation as opposing forces, choosing one at the expense of the other. But here’s the thing—both are revenue drivers, and both are critical for sustainable growth. ✅ Brand builds trust and loyalty. People want to buy from people—and businesses—they trust. A strong brand helps you create that emotional connection, making it easier to win customers and keep them coming back. ✅ Demand captures interest. It drives quick wins, filling your pipeline and delivering results today. This might sound like Marketing 101, but it’s a strategy that’s too often overlooked. In competitive markets, a strong brand isn’t just a “nice-to-have”—it’s what keeps your business human, differentiated, and resilient as new players enter. Check out my latest blog post https://lnkd.in/g4VJ8s2z to learn more about why brand and demand need to work hand-in-hand. (Yes, I just did that.) Would love to hear—how does your team balance long-term brand-building with short-term demand-gen goals?

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Here are a few highlights and notes from episode 109 of the Dan Rayburn podcast: https://lnkd.in/gT6Q7PYc 1. EchoStar's potential DISH-DirecTV merger: While the deal faces regulatory hurdles, it could create the largest ISP in the US. Dan questions the CEO's claim that this merger will give them leverage over content providers, calling it "old legacy thinking." 2. Netflix ad business: Despite ongoing criticism, Dan argues, and I agree, that it's "factually inaccurate" to call Netflix's ad business a failure. The company is meeting its projected goals and remains cash-flow positive. 3. Amazon's ad strategy: Amazon plans to "ramp up a little bit more" its ad load in 2025, but maintains it will have "meaningfully fewer ads than linear TV." They're seeing less churn than anticipated from introducing ads. 4. Disney's password-sharing crackdown: The rollout reveals interesting backend challenges, particularly with payment processing and account management. 5. CNN's paywall experiment: The news outlet tests a "soft" paywall, prompting questions about monetizing news in the digital age. 6. Comcast-Quilt deal: This partnership could significantly impact CDN strategies, with Quilt potentially reaching 55% of US broadband households by year-end. As always, Dan's analysis cuts through the hype, offering a clear-eyed view of the industry's evolving landscape. As we both agree, "The business is changing." Streaming companies are adapting their strategies, from advertising models to content delivery, in this rapidly shifting market. What do you think about these developments? How do you see them shaping the future of streaming? If you aren't a regular subscriber to the podcast, you may want to subscribe so that you don't miss out on the latest industry news and insights. >>>> https://lnkd.in/gT6Q7PYc #StreamingMedia #IndustryAnalysis #TechTrends

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Came across this post by CMO Steve Hardy that addresses spray-and-pray vs. sales/marketing aligned pipeline discipline. There needs to be more of this thinking. It is the path to sanity and to sustainable value creation in GTM. A good read.

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Digital video ad spend is becoming more performance-driven, with tangible metrics like sales, store visits, leads and website actions now the most important KPI for determining success with digital video. #mediaplanning #mediabuying

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Out of home advertising in the U.S. is now a bigger revenue business than newspapers and magazines, and by 2028, the digital side of out of home will be a $5.9 billion business, according to the annual PwC Global Entertainment & Media Outlook report. #consumersareOOH #DOOH #programmatic OUTFRONT Media

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Check out my latest blog post for @SEMpdx: Navigating the @Reddit Rabbit Hole: #SEO Opportunities and Pitfalls for Brands https://ow.ly/ROYW50TOAwR #reddit #redditSEO #redditmarketing

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What’s a relationship without trust? My colleagues, Kelly Boyle and Mike Olson, help to break down three ways agencies can foster more trusting, fruitful, and lasting client relationships: https://ow.ly/1QUi30sEPcv #Agencies #ClientRelationships #DigitalAdvertising

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Grocery chain Hy-Vee inks deal with Grocery TV to sell in-store ads through The Trade Desk (Adweek): By Kathryn Lundstrom. Advertisers can buy in-store inventory programmatically. The grocery chain has partnered with Grocery TV, an Austin, Texas-based company that has built out a network of digital screens across more than 5,000 retail stores across the U.S. The deal allows Hy-Vee to plug its in-store digital screens into that network. Advertisers will be […] #DOOH #digitalbillboards #digitalsignage

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"Purpose is dead. Long live purpose!" Two or so weeks ago, I had a thought-provoking conversation with Ken Beaulieu, head of the Association of National Advertisers' Center for Brand Purpose, about whether marketers are truly moving on from purpose or if it's simply evolving into something more profound. Ken shared research he conducted this past Spring with Internationalist Insights and was curious to learn my take on what it said about the evolving role of purpose in today's complex landscape. Some key topline insights I shared with Ken include: 🔍 Purpose: Evolving, Not Fading Despite sentiment among some marketers that purpose is "one and done," the ANA-Internationalist research reveals that purpose is very much alive and evolving. While 85% of marketers acknowledge that insubstantial purpose can harm a company, a strong brand purpose remains a “North Star” for organizational alignment and impact. 🔗 Beyond Marketing: A Holistic Commitment Purpose is maturing into what it is meant to be: much more than a marketing strategy. It's a company-wide effort transcending PR tactics, one that requires the commitment of the entire organization, from the C-suite to front-line employees to ensure it is embedded into brand DNA and business operations. 💡 Five Guidelines for Embracing Purpose: 1. Align Purpose with Organizational Goals: Purpose is most effective as a driver of decision-making and operations, not a stand-alone initiative or after-thought. 2. Communicate Authentically: Sincere messaging, backed by tangible actions, is crucial for resonating with all material stakeholders. Empower Stakeholders as Advocates: Engaged communities amplify brand reach and grow impact. 3. Cultivate an Ethical Supply Chain Across Sectors: Partnering with nonprofits and maintaining responsible practices enhance the honesty of purpose. 4. Embrace Continuous Improvement: Purpose is an ongoing tool for risk management and innovation. When activated effectively, purpose serves as a strategic compass for modern brands, guiding them to navigate today's shifting social landscape more fluidly. Embedding purpose in a brand’s DNA and business operations cultivates genuine engagement, enhances social impact, and drives profitable growth. For more in-depth insights, read my full article on the ANA's Industry Insights blog. (https://lnkd.in/eX7uGgcR) What do you think about purpose in today's landscape? Is it one and done or is its role evolving? Share your thoughts in the comments below! #Purpose #MarketingStrategy #Growth #Performance #CorporateResponsibility #SustainableBusiness #SocialImpact #BrandCitizenship #DoGood

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Made a list. Checked it twice. Had a beer. Just another Brand Federation Beer and Brands end-of-year Naughty and Nice list. Check out the video below and let us know what you think! Happy holidays! Kelly O'Keefe #brandstrategy #marketingstrategy #branding #marketing #beerandbrands

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MikMak is in The Wall Street Journal talking about the implications of the Kroger-Albertsons merger’s dissolution on retail media. Do you agree with our hot-take below? "In the wake of the merger’s dissolution, Kroger will struggle to achieve growth rates necessary to compete with the largest retail media sellers, said Rachel Tipograph, founder and CEO of e-commerce software company MikMak. “What does this all mean for Kroger and Albertsons? They begin to lose leverage around scale in a world where the delta between Amazon, Walmart and Instacart and everyone else is just getting wider,” Tipograph said. Consumer packaged goods brands that regularly sell to Kroger and Albertsons shoppers will continue advertising with both companies, said Tipograph. But the deal would have allowed for a more compelling pitch to so-called nonendemic brands, such as automakers, that don’t sell products in Kroger and Albertsons stores by streamlining the sales process and significantly increasing the amount of data the combined company could provide to advertisers, said Tipograph. The number of retailers that have launched their own media networks in recent years has overwhelmed ad buyers, who generally commit ad dollars to the largest players with the most advanced technology offerings, Tipograph said." Read on: https://lnkd.in/gshwNtSM

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In my latest article on Martech Zone, I dive into how marketers can build cohesive brand stories to drive meaningful connections. At Inspira, we’re dedicated to helping brands succeed through integrated marketing, and this article explores the challenges of brand storytelling, how to maintain consistency across channels, and key elements of a cohesive brand story. Click the link below to learn more.   

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Announcing Knotch CONTENT MASTERS! 🚀 Join us for a series of workshops featuring top minds in content discussing key topics for marketers. 🌟 Session One features Franklin Parrish, Head of Brand, Marketing and Creative Services at Kaiser Permanente mid-Atlantic & Erin Malloy, Director of Content Strategy & Analytics at Knotch. They'll cover Frameworks & Best Practices for Measuring Content Success. 📅 Save the date: August 1st at 2pm ET! Register for free and discover upcoming sessions here: https://lnkd.in/gQEfB__v Don't miss out on this opportunity to gain valuable insights! #ContentMarketing #DigitalMarketing #Knotch #ContentSuccess #ContentIntelligence

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Great leaders don't just build businesses; they also build confidence in their teams. Jerri DeVard, an AAF American Advertising Federation Hall of Fame inductee, has always understood that leadership is about more than just directing—it's about inspiring confidence. Raised by a mother and grandmother who championed self-belief, Jerri has successfully translated these values into her leadership style, creating work environments where everyone is encouraged to believe in their potential. Under her guidance, teams have not only met their goals but have grown stronger through a culture that values and instills confidence at every level. Jerri’s approach shows us that the true measure of leadership is seen not only in the success of the business but in the empowerment of its people. 🌟 Consider this: In your own role, are you leading merely to validate your own capabilities, or are you leading to cultivate a deep-seated belief in your team’s capabilities? Jerri’s story teaches us the transformative power of the latter. How are you using your position to enhance belief in your team? Join the conversation below and share your story. You never know how your story may inspire someone else. 🎧 For the full breadth of Jerri's wisdom and to learn how she's leaving lasting marks on the marketing and advertising industry through the Black Executive CMO Alliance (BECA), hit the link in the comments. #WhatsYourStory #Podcast #NewEpisode #HallOfFame #Confidence #CareerJourney #Leadership #Authenticity

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Discover the power of partnering with a Fractional CMO in my latest article, "The Ideal Creative Partnership: Clients and Fractional CMOs." Learn how empathy-led leadership in a fractional role can bring strategic focus, fresh perspectives, and remarkable results without the full-time commitment. Let's explore how this dynamic approach can drive growth and success for your business! Read more here: https://lnkd.in/gW6Pjmas

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What do spring flowers and B2B corporate trees 🌲 🌳 🌴 have in common? More than you would think 🧐 Find out with this short read 🔖 https://lnkd.in/gEajfuW5 LBDigital >> Third party data that doesn't suck 🥤 #businessdata #corporateidentity #businessmarketing p.s. You may know that Apple owns Beats, but did you now that Mobeewave payment services is also on their domain tree?

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"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

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This fall, brands are at a crossroads: dive into the political buzz or keep things neutral? With political ad spending set to break records, marketers need to be strategic to avoid alienating their audience. Staying true to your brand values is crucial, whether you choose to engage politically or not. For those opting to engage, targeting high-value customer segments with tailored messages can capitalize on the heightened political interest. Alternatively, brands looking to avoid the political noise might find solace in out-of-home (OOH) advertising, offering a less contentious way to connect with consumers. #MarketingStrategy #PoliticalAds #BrandMessaging #OOH

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🔮 What’s Ahead for 2025? The future of the digital, marketing, and creative industries is taking shape. Cella's 2025 Predictions explores the trends, challenges and opportunities you need to know to stay ahead. This mini eBook guides you to navigating what’s next, from AI advancements to talent strategies and emerging technologies. Read on to learn more! bit.ly/4iSq7FJ #2025Predictions #MarketingTrends #Cella #RandstadDigital

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