Jeff Hecker, MBA, CAIP’s Post

We just turned down an exciting new product for Positive Drinks Co. Why? Late last year a brand reached out to me for some possible PR support when they launched into the UK. I met with the brand team, chatted through potential routes, then pulled together a proposal they had asked for that they could take to the founder. Then they ghosted me. Despite chasing, I didn't get a single email back from them. Their founder even messaged me to say we should chat, so clearly he wasn't shown the proposal. Then we launched Positive Drinks Co and the same brand got in touch to get listed. The thing is, we only work with people who share our values. Every brand we've spoken to, we've been open and honest. If we're not going to stock a product, we always say so and we explain why. This particular brand, the reason was easy. If you're comfortable ghosting potential partners, then you're not a brand we're going to work with. It's only a small thing, but manners cost nothing. In a world where ghosting agencies is on the up, I hope more brands feel the impact of their behaviour in their P&Ls.

I had a fascinating discussion over dinner this week with the ever-inspiring Michael von Herff, an old friend from our FH-days and PAA Advisory | Conseils founder. He was eager to discuss the future of communications and where the industry is heading. Interestingly, the insights I shared with him align perfectly with an article I stumbled upon this morning in The Globe and Mail. The piece by Amber Fancy Winters at Pizza Pizza Limited, titled "Why your external brand needs to be rooted in internal truths," echoes the very essence of our conversation. A standout line that resonated deeply with me states: "Internal audiences aren’t just a brand’s best – or worst – ambassadors, they’re also the machine that powers the brand." It's incredible how this article mirrors the ideas we discussed over dinner. Investing in employees as brand ambassadors is becoming increasingly vital, especially in today's fast-paced digital landscape. The convergence of our insights and this article underscores the importance of aligning internal culture with external branding strategies. Transparency is everything and brands have no where to hide. Investing in the internal brand isn't just a good idea—it's essential for long-term success. Thanks for these insights Amber and well done! Maybe I'll order pizza later! 🍕 🍕 #BrandStrategy #EmployeeEngagement #CommunicationsStrategy

Looking forward to this online event, "How Brands Can Feed Gen Z's Appetite." Each generation that comes up is (rightfully) getting better at asserting their consumer boundaries and spotting commercial BS. Authenticity and innovation is more sought after than ever, and brands really oughta keep up. I'm so keen to sponge up how people are being served the goods successfully today, and what brand teams expect to be doing tomorrow to stay ahead of the curve... https://lnkd.in/e4r-j6Dt #GenZ #Marketing #ConsumerBehavior #BrandStrategy

Will a toilet bomb make you happy? 🤔 Apparently the marketing people over at Clorox think it will 😍 All of us in Marketing know that people feel the world is pretty shit right now, and we're all looking for ways that brands can bring small moments of joy to make us a bit happier, even it's just a bright moment in the bathroom! Today's article in the WSJ - Corporate America Knows We’re Miserable. Is a Toilet Bomb the Answer? - has some great examples, from light beer to air freshener and spicy pretzels, of marketing to improve our mood. The new Clorox Foaming Toilet Bomb is a tablet of pre-dosed cleaner that foams and fizzes in the toilet bowl and releases a pleasant scent. “People are looking for a spark of fun and joy,” said Rhonda Lesinski-Woolf, Clorox’s GM of cleaning. “We all know the world can get messy, but we understand the link between a clean environment and one’s physical and emotional well-being.” I loved that the Clorox team noticed growing grumbles on social media about cleaning the toilet, along with posts featuring autonomous sensory meridian response, or ASMR—a tingly feeling some feel when exposed to certain sounds—with amped-up sounds that are meant to be soothing, like the fizz of a bath bomb in a tub full of water. What a fantastic piece of innovation inspiration! Their research showed that a clean space can increase focus, improve sleep, and reduce stress. Well, I for one, can't wait to try it! 😊 Other examples include nostalgia for old beer advertising, with Miller's reintroduction of their "Tastes Great, Less Filling" campaign. “When people feel more complicated, when things feel more complicated in their everyday lives, there is something like a beer that feels like a simple joy and, really, an affordable luxury,” said Sofia Colucci, chief marketing officer at Molson Coors. “We do believe that right now, humor is really important." And we're turning to “affordable treats” to cheer ourselves up according to PepsiCo. with recent product launches including Cheetos Pretzels Flamin’ Hot and an affordable-treat twofer: limited-edition popcorn flavored like chocolate-glazed doughnuts.  TBH, these are not my bag, but a bag of Lay's salt and vinegar chips will do the trick. At Beardwood&Co. we worked with Softsoap to "Pump Up the Joy" with branding that evoked happiness with soft, circular shapes, vibrant colors and natural imagery. Our work pumped up the joy for Softsoap users, and pumped up their brand growth. We're inspired by the work of Ingrid Fetell Lee, who has devoted years to answering the question: "How do tangible things create intangible joy?" We highly recommend her book, Joyful, and her TED talk. What brands are lifting your mood?

I start every day with coffee, planning, and strategizing on how to tackle the day. The sun is barely up, but my mind is already racing through the day’s to-do list—meetings, client calls, and campaign strategies. Every piece moving fast. But before anything else, there’s one non-negotiable stop. Dunkin’. The first sip hits, and suddenly, I’m in motion. Maybe it’s a New England thing. Maybe it’s just me. But there’s something about that cup in my hand that signals go time. My friends joke that I’m like the Energizer Bunny, running on nothing but coffee and momentum. And honestly? They’re not wrong. Marketing isn’t just about strategy; it’s about staying ahead, thinking faster, seeing the angles before they appear. It’s about knowing what works and making it work better. That’s where I thrive. Give me a challenge, a tight deadline, a campaign that needs to hit—I’ll bring the energy, the ideas, and yes, the coffee. Because in this fast-moving world, brands don’t just need a presence. They need momentum. They need strategy that fuels growth, creativity that captivates, and execution that delivers results. At Clark & Co, we don’t just market—we energize. We take brands from coasting to compelling, from blending in to breaking through. Need a marketing team that moves as fast as you do? Let’s talk. #MarketingMomentum #BrandGrowth #ClarkAndCo #RunsOnStrategy

Coffee, Competitors, and a Creative Conundrum   Last week, our team dove deep into competitor analysis for a client that owns a coffee brand. What started as a routine task turned into a fascinating journey through the aromatic world of coffee marketing.   Here's what we found: 1️. The market is more crowded than a downtown café at rush hour.  2️. Every brand has carved out its own niche, like perfectly roasted beans.  3️. USPs are being leveraged brilliantly, creating distinct brand personalities.   The challenge? - Crafting a unique story for our client in this rich blend of competitors.   We realised, in today's market, it's not just about the product. It's about the experience, the story, the emotion we're brewing.   Our strategy? - We're not just selling coffee. We're crafting a narrative that resonates with our target audience's lifestyle and aspirations. And… oh wait! We almost gave out our strategy!   The process reminded us why we love what we do. It's not just about analysis; it's about finding that perfect blend of insight and creativity to position our client strategically.   Have you faced similar challenges in your industry? How do you approach positioning in a crowded market?

Every week in my newsletter I share a little history around marketing Tomorrow's edition is all about having a plan, a strategy, a clear path to get you from where you are to where you want to go This is what De Beers Group had to do when they were looking at how to change consumers concept of diamonds for rings We can learn a lot about what brands have done in the past to shape how they grew and apply it to our businesses today. If you want more stories like this drop a comment or DM with 'Thoughts' and I'll send you the link

In today’s saturated marketplace, brands can stand out by focusing on meaningful actions rather than flashy, self-centered tactics. 🍕 Domino's creative approach: The “Paving for Pizza” campaign, where Domino’s filled potholes, highlighted a clever solution to a common problem, boosting both goodwill and brand visibility. 🚗 Turning inconvenience into opportunity: By addressing real-world nuisances, like potholes affecting pizza deliveries, Domino’s created a memorable and practical marketing initiative. 🤝 Marketing with purpose: Modern consumers appreciate brands that focus on real, positive impact rather than just self-promotion. 🌍 A shift towards authenticity: In an era of shallow marketing, campaigns that solve problems and connect with communities foster deeper customer relationships. #MarketingStrategy #BrandPurpose #CustomerEngagement Domino’s humorously aligned its product with a common frustration, gaining viral attention. Authenticity in marketing resonates more with today's socially aware consumers. Brands can differentiate themselves by addressing genuine customer needs. https://lnkd.in/gc8ttvBN

What’s tougher than landing a national retailer? Maintaining your position on shelf. Hate to say it, but securing the listing is just the warm-up. The real challenge? Driving rate of sale and holding your own against the big players with deeper pockets, global clout & a celebrity endorsement or five... So... as a young brand, how do you compete? ✨ Be memorable & bold. 🎯 Be selective with your investment. The Waitrose & Partners Food & Drink Festival - a brilliant example of investing in opportunities that drive discovery, repeat purchase & real connections with your target customer. Scatter gun approach & saying yes to every media placement or opportunity is not economical (for earlier stage brands) nor an effective way to build a brand in a meaningful way. Why? Because consumers don’t just buy products off a shelf - they buy into moments. Picture this... 🎄 Dancing under the Mistletoe with your new Margarita obsessed friends.. 🍸 Sipping on a Pimentae Drinks Marg – warms the soul, I can confirm 💃 Leaving with a 'Moments Made for Margarita's' photo-strip as a memoir to your favourite Friday night in a while... Moments like these create genuine brand affinity that lasts. When someone’s eyeing up the cocktail aisle in Waitrose on a Thursday night (or Monday – no judgement here), they’ll pick up the brand that made them feel something... Our secret weapon? Authenticity. Building meaningful, human connections in a way that big corps struggle to replicate. Deep pockets for forgettable campaigns? Not our vibe. Slowly but surely showcasing disruptors like Pimentae Drinks can carve out their place on shelf & own it. Huge thanks to Kathryn Sarah Holland for these incredible opportunities. Alice Parmiter & Emma Caumont the wizards behind our magical activations. Katie Arabella Ward, Francesca Cragg, Charlotte Wood 💕

« We don’t want to redo everything from the ground up ! We will just translate and see how it goes ! Wrong thought that could kill your chance of succeed and waste both time and money ! Let’s look at Nestlé Nespresso SA & Nespresso UK international expansion strategy The answer would be delicate balance between global and regional strategies can be the solution to create success ☕🌏 I will give you 3 Nespresso flavours we find in the UK and not in France. The nespresso case 🌏Global Strategy: The ad campaigns featuring George Clooney Regional Strategy: Creating and marketing specific flavours depending on the local market Three examples of Nespresso coffee flavours that exist in the UK but not in France: 💂♂️ Arpeggio Decaffeinato 💂♂️ Coconut Macchiato 💂♂️ Fortissio Lungo Once again, marketing is not about 1 size fits all. Each business will have to create their strategy that fits the markets, the audience and the business objectives. Let's take 30 minutes to chat about your needs. I am your interim RegionalMarketing expert, helping companies localise their marketing for successful expansion in France or the UK all aligned with your business strategy.