October 7, 2019
Your weekly update on changes, trends, and movers-and-shakers making headlines across marketing, brand, consumers and more is back – and better than ever!
Check out our new section, highlighting top consumer trends manifesting globally to keep you street smart. And, because it’s been a while, we’ve also included a few “quick hits” recapping headlines you may have missed since our last edition.
If you’re looking for a new book to read as we jump into fall, consider one of the ten books that CEOs keep returning to.
From Deepak’s neuroscience desk, four “harmless” habits that are actually sapping your brainpower. Take note of the first one and read the Edge instead!
BRAND & MARKETING
- Led by MediaMath, a group of 16 ad tech companies, agencies, and publishers has formed Source, an initiative “to clean up the murky world of digital advertising” in pursuit of a more efficient, open marketplace. This comes as Keith Weed called on the US to help address waning trust in advertising.
- In the last five years, leading holding companies have invested over $12 billion to acquire and build out their big data management capabilities. Following these myriad acquisitions and frequent public statements, here’s what marketers need to know about the five major holding companies’ data offerings – currently, and into the future
- Mars is making sustainability a business KPI, increasing the impetus on tackling climate change through a three-pronged approach.
- Though WeWork’s IPO debacle highlights the failures of modern brand building, as suggested by Mark Ritson, Seth Godin reminds us why, in this age of abundant choice, brand is more important than ever. However, the founder of Bombas, the DTC sock brand, warned against rushing into brand-building, recommending shift from a performance focus only “when you have cash on the balance sheet.”
- Speaking of DTC’s, lots of interesting perspectives of late:
- Author Emmanuel Probst identifies the ingredient critical to long-term success most DTCs are missing.
- Though there seem to be unifying qualities and key attributes of DTC consumers, even DTCs disagree on the definition of “DTC.”
- Perhaps this is due to the increased blurring of DTC and established brands, whereby big consumer packaged goods brands are mimicking startups even as those startups go conventional.
- And, a look inside P&G Ventures, the company’s startup brand studio.
- One industry expert recommends becoming pi-shaped to prepare for the future of work. The COO of edX, meanwhile, argues that reskilling workers is a central part of CSR.
- Prophet’s just released its annual Brand Relevance Index. Forbes recaps shares highlights on those brands deemed notably customer obsessed, distinctively inspired, pervasively innovative and ruthlessly pragmatic.
- New research from MAGNA and Twitter explores just how much consumers want brands and culture to mix, finding that culturally relevant brands are more relevant to consumers – good news for Mattel, which just launched “a doll for everyone,” a gender-neutral doll. Related, the ANA just announced a new metric showing that cultural relevance boosts ad effectiveness.
- And, never a dull moment in the CMO suite…
- Even as marketing budgets are expected to grow next year, Marc de Swaan Arons explains why the rise of CGOs should sound a warning bell for CMOs.
- Deloitte’s recent research distilled what the rest of the c-suite thinks about CMOs – but one CEO makes the case as to why CEOs should be the Chief Brand Officer.
- But, “generation side hustle,” and the changing nature of work it represents, may actually be the strongest force changing face of marketing.
RETAIL, SALES & SHOPPER
- The NRF forecasts strong growth in holiday sales this year, with economic growth and related consumer spending powering the anticipated uptick.
- Consulting POV – The NRF forecasts strong growth in holiday sales every year, irrespective of economic reality. Doug Hermanson’s preview of holiday sales in general and through an omnichannel lens are a more thoughtful and nuanced view of the topic.
- After filing for bankruptcy, Forever 21 is closing nearly 200 stores; a number of societal and consumer trends might have predicted this fate.
- Consulting POV – This article does a great job of articulating the socio-environmental challenges fast fashion faces. In general, fashion needs to change its focus from helping women look like someone else and more like the best version of their idea of themselves.
- McKinsey’s new Modern Retail Collective uses prime real estate at the Mall of America to test the effectiveness of new technologies and collect data on shopper behavior.
- Consulting POV – Bryan Gildenberg has long thought we should do something like this…a fun idea that makes sense.
- eMarketer explains how grocery stores will evolve to become more and more like tech companies.
- Consulting POV – Kroger has talked a lot about this transition, and Tory Gundelach highlights how that technological shift will change the Kroger shopping experience.
- New research from Wharton and Harvard shows that digital retailers opening physical stores can reap valuable benefits from the “supercharged” consumer.
- Consulting POV – The premise of this piece isn’t correct (brick and mortar retail isn’t going away) and the conclusion it reaches may be more correlation than cause (heavily involved shoppers know the brand and are just more likely to both visit the store and not return things, rather than one causing the other). One of the real problems with digital analysis is a tendency to ascribe direction to events that may simply be happening simultaneously.
- Airports and hotels will likely play an increasingly central role in retail, as more brands across categories pursue partnerships with these core travel hubs.
- Consulting POV – As reasons to leave home decline, you will see a number of combinations of those be more commercially relevant.
- And, a new study explores trends and insights around consumers’ QSR choices around the world, finding, for one, important differences in loyalty levels. Related, developments in the thinking on decision-making and choice overload as relates to the item being purchased.
ON THE HORIZON
- Kantar’s just launched an interactive site which illuminates “uncomfortable places” that increasingly define market opportunities core to achieving success.
ON THE GROUND
Not-to-miss consumer trends manifesting across the global marketplace. Each week, Kantar’s Cultural Streetscapes Microsite will power unique insights on value-driven consumer innovations emerging in a key trend area.
This week, our Global Streetscapes Network shares three recent innovations in tableware fashioned from waste products (traditional, and otherwise!):
- Berlin-based Kaffeeform has created a sustainable line of coffee mugs and re-usable takeaway cups from used coffee grounds collected from local shops.
- Canada-based Chronicle Nourish is a new line of dinnerware finished with a unique ceramic glaze that contains the ashes of cremated people. The intention is to get people to think about their own mortality and to discuss topics of life and death at the dinner table.
- In London, Royal College of Arts students have turned aluminum waste (created as a by-product of the early refining process) into alluring, decorative ceramic pottery. The waste, commonly referred to as “red mud,” helps produce a unique hue for the tableware.
- Walgreens is partnering with Postmates to deliver hundreds of its most popular items from 174 Walgreens and Duane Reade locations in Manhattan and Brooklyn.
- Poo-Pourri, the original before-you-go toilet spray, and Hotels.com have a clever new campaign oriented around a big moment couples experience early in their relationships: the first overnight trip together.
- Verizon and The New York Times are partnering to give low-income high schoolers free news.
- Kantar and AdAge teamed up to provide a deep-dive on the marketers, brands, categories, media, and strategies driving more than $14 billion in financial services marketing.
- Apple, Google and other titans are increasingly snatching up start-ups to fuel innovation.
- Skyscanner is moving from a functional to emotional approach to marketing and putting more focus on its brand to appeal to consumers who expect more from travel companies.
- Part of eMarketer’s upcoming report on the future of the CMO, Chipotle CMO Chris Brandt recently spoke to his strategy for rebuilding the company – and the brand, and SAP CMO Alicia Tillman shared her thoughts on modern marketing team in an experience-driven economy.
- Amazon is launching Alexa wireless earbuds with built-in fitness tracking, better sound, and a lower price to compete with Apple’s Airpods.
- On the eve of its IPO, a look at how Peloton made sweat addictive enough to fuel a billion-dollar company.
- Luxury toothpaste with varied features (and excessive prices) is on the rise.
It’s been a busy month, so in case you missed it…
- Kantar released the world’s first inclusion and diversity index, finding health the most inclusive sector and Canada the most inclusive market.
- Forbes profiled companies that failed at digital transformation and what can be learned from their stories…
- …and HBR detailed the top 20 business transformations of the last decade.
- The top four eCommerce giants dished on 13 important branding lessons.
- Prophet outlined three dimensions that separate the best B2B brands from the rest.
- The key to White Claw’s surging popularity: marketing to a post-gender world.
- There’s a “tsunami” of RTD coffee products on the horizon, a look at how Folgers has hosted happy mornings for nearly 200 two centuries.]
- Recent research examined 597 logos to determine whether logos really matter, and what leads to an effective one if so.
- Macro themes around, new partnerships related to and consequences for government presented by CASE – connected, autonomous, sharing, and electric – translate to immense change in transportation.
- Bain & Company identified five key steps for successfully launching products, features and campaigns.
- The 50 “game-changing leaders” topping the 2019 CMO Next list are redefining the role to drive brand and business growth.