April 22, 2019
Welcome back to your weekly update on the changes, trends, and movers-and-shakers making headlines across marketing, brand, consumers and more!
From Deepak’s neuroscience desk, how others’ emotions impact our own olfactory (smelling) senses. And, from JWT, a look at how Google is mining neuroscience to understand sensory design elements affect mental and emotional states.
Below are a few thought-provoking articles to kick-start your week. Thanks as always for reading, sharing and sending your feedback / community contributions!
BRAND & MARKETING
- Chobani’s CEO thinks that “the idea of maximizing profits solely for the purpose of benefitting shareholders is the dumbest thing I’ve heard in my entire life” and is proposing an anti-CEO revolution – all about gratitude, employees, and people coming first – in response.
- A throwback piece from McKinsey explores the psychological underpinnings of successful change management, emphasizing the need to manage the irrationality innate in leaders and talent alike.
- In Southeast Asia, Coca-Cola is piloting a new experience-led approach to integrated marketing, IBX.
- Carslberg beer has taken a bold stance in its latest campaign – recognizing that it’s probably (not) the best beer in the world after all. Mark Ritson considers the creative approach, and whether it will work. Thanks to Emmanuel Probst for the find!
- Now eight years in to its Sustainable Living Plan, Unilever shares a few ways profit through purpose has become a reality.
- Panera is refreshing its breakfast menu to adapt to changing visit habits and consumption preferences.
- Everlane is making waves these days – first with vows to remove all new plastic from the supply chain by 2021 (despite no plan on how to actually do so), and a new sneaker line in line with that ambition.
- In a youth- and millennial-obsessed world, marketers would benefit from focusing more attention on midlife consumers, who are facing consequential challenges and inflection points on their own.
- While Kantar’s Nigel Hollis explores a data-driven and brand-based analysis of the impact of Disney Plus’ deal pricing on an otherwise premium brand, Ben Thompson details a thoughtful perspective on what it could mean for the future of TV.
- HBR explains why current approaches to hiring are simply wrong.
RETAIL, SALES & SHOPPER
- eMarketer discusses consumers’ attitudes toward loyalty programs: what they expect, who subscribes, and the benefits of being a part of one. Another recent episode of the podcast dissects how Wayfair encourages shoppers to spend on its annual “Way Day.”
- A Kantar alumna and strategy director at FITCH speaks to advantages around giving consumers freedom over their own store shopping experience.
- Digiday explores how DTCs are leveraging data and adjusting their roadmaps to stretch into new territories. In other channel strategy news, eCommerce companies are increasingly bringing backend logistics in-house to improve customer experiences.
- Instead of taking the more-traditional but more-expensive retail route, Impossible Foods is entering new markets like Asia through local restaurants.
- As re-commerce and millennials continue to inform brand and business strategy, Neiman Marcus is the first luxury retailer to invest in reselling via Fashionphile.
- HBR details what grocery stores holding their own against Amazon are doing right.
- On the eve of Pinterest’s IPO, Venture Beat argues that mid-funnel, where consumers are seeking inspiration and are thus generally open to influence, is Pinterest’s “undisputed superpower.” Andreessen Horowitz also offered an interesting and strong perspective on Pinterest’s approach to (humanized) growth, where the “commercial intent” was as deep as in any non-commerce business a16z as ever seen. Thanks to Dmitri Seredenko for the find!
- Retailers are rethinking how they approach children’s apparel – expanding portfolios, experimenting with a variety of purchasing models and pushing more premium brands – to drive growth.
ON THE HORIZON
- WPP has created a head of martech role to help clients drive better ROI around martech investments.
- .Business Insider profiles 100 people transforming the world of business.
- The CEO of the ARF is celebrating “noteworthy progress” in the research space – but also warns about blind spots and other areas eliciting “ongoing concern.”
Coachella 2019 was notably less about being instagrammable and more about creating emotional moments full of music and experiences.
IAB’s Future of Measurement project partners with media owners, tech providers, agencies and advertisers to deliver a number of insights, best practices, and meaningful metrics. One finding: the need for cross-media measurement.
WARC digs into Publicis’ Epsilon acquisition in light of the “lure of data” and the need for delivering personalized experiences at scale.
- Procter & Gamble has revived its “Bare Skin Chat” online show after the celeb-fronted series pulled in over 40 million views in just two weeks – a true reimagination of what’s possible from a content standpoint.Goldman is developing an investment platform off of existing digital offering Marcus with an eye towards more wealth services for the affluent.
- Amazon is exploring creation of a new, free, ad-supported music streaming service to complement its current Prime Music and Amazon Music Unlimited offerings.
- Today’s most ambitious cannabis companies are high on design and lifestyle branding, Fast Company reports.
- Facebook is developing a voice assistant to rival Amazon Alexa and Apple Siri.
- Netflix’s recent earnings reveal that growth is being driven by original and international content.