Pfizer’s Post

Fast Company’s 2024 Brands that Matter honorees have found ways to establish broader cultural relevance while authentically connecting with consumers. ⁠ It’s never been easy—and maintaining that connection gets even harder when constant messaging makes audiences want to tune out. But the 129 Brands That Matter honorees have cut through the din to deliver their message.⁠ ⁠ This Brands That Matter list includes 66 benchmark brands and 63 honorees in eight categories. And new in 2024, Brands That Matter is also honoring its inaugural CMOs of the Year—10 marketing professionals whose work has helped cement their brands as cultural forces and demonstrates brands at their best. ⁠ ⁠ Read more about the Brands That Matter winners: https://bit.ly/3thGYfY #FCBrandAwards ⁠[Illustration: Patrik Mollwing]⁠

Talon Benchmarks reveal that promotional messaging increases positive perceptions of brands! 🤩 Quality of Brand Perception Increases by 1.8x 🥰 Brand Trust Increases by 1.3x 🤗 2x the Audience sees the brand as "A Brand for Me"   Learn more: https://lnkd.in/eigt3SNK

J.M. Smucker's brand refresh strategy highlights the importance of revisiting your core values and target audience. Staying true to your roots while adapting to the changing market is the key to sustained brand success, integrating the context of your brand's heritage with the evolving needs of consumers. #BrandStrategy #BrandBuilding #Marketing

🎯 Back to basics with a modern twist! 💫 J.M. Smucker's brand refresh strategy highlights the importance of revisiting your core values and target audience. Staying true to your roots while adapting to the changing market is the key to sustained brand success, integrating the context of your brand's heritage with the evolving needs of consumers. #BrandStrategy #BrandBuilding #Marketing

🎯 Back to basics with a modern twist! 💫 J.M. Smucker's brand refresh strategy highlights the importance of revisiting your core values and target audience. Staying true to your roots while adapting to the changing market is the key to sustained brand success, integrating the context of your brand's heritage with the evolving needs of consumers. #BrandStrategy #BrandBuilding #Marketing

Empathy-Driven Insights: Nurturing Brands Dr. Arwen Kimmell drops some knowledge to Holden Rouse and Doug Resh regarding consumer insights and empathy needed for emerging brands learning to drive growth. In the dynamic world of consumer packaged goods (CPG), understanding your audience isn’t just about data—it’s about empathy. Emerging Brands: As an emerging brand, you’re like a sapling reaching for the sun. Your insights journey begins with listening—truly listening—to your early adopters. Understand their pain points, aspirations, and daily struggles. Tip: Host intimate focus groups, engage on social media, and walk in your customers’ shoes. Remember: Empathy isn't a buzzword; it's the heartbeat of successful brands! #CPGInsights #BrandEmpathy #ConsumerUnderstanding https://lnkd.in/gWJFUD7F

Wooh! 🤓 What thoughtful insights on food brands from Arwen Kimmell. 👏👏👏 We worked together on Kashi, and she truly brought depth to the consumer trends by backing up 30 years to give us valuable context. Give Food Marketing Mindset a listen! 🍋🥑🥦🥗🍆🍄 #FoodMarketing

Do you know how much MOMENTUM your brand has in the marketplace? Consumers now expect brands to evolve, push boundaries, and engage beyond just their products. Brands that are not moving forward are soon seen as stale, out of touch, and may be outshone by newer or more dynamic competitors. At its core, a strong brand stays strong because it competes with MOMENTUM.   Burke's Brand Strength Monitor can help measure and improve your brand’s MOMENTUM – one of the two key pillars of a strong brand – through the assessment of these two key dimensions: 🔵 VIBRANCY reflects how a brand is perceived by consumers;  dynamic and innovative brands are ones that can attract new customers and generate buzz 🔵 ADVOCACY reflects how a brand acts as a corporate citizen, or how well it’s perceived as supporting causes that align with its values and those of its consumers Explore more on our innovative approach to Brand Strength ⬇ 🔗 https://lnkd.in/gZJkH8vS 📧 info@burke.com   #MRX #Insights #BrandStrength

𝐖𝐡𝐲 𝐁𝐫𝐚𝐧𝐝𝐬 𝐍𝐞𝐞𝐝 𝐭𝐨 𝐂𝐨𝐧𝐧𝐞𝐜𝐭 𝐨𝐧 𝐚 𝐃𝐞𝐞𝐩𝐞𝐫 𝐋𝐞𝐯𝐞𝐥 In today's world, consumers are looking for more than just functional products. They want to connect with brands that share their values and make a positive impact on the world. This is where purpose-driven advertising comes in. Ursula Mejía Melgar, Marketing Director Southern Europe for Diageo, joined us on the MCA Prodcast to share her insights on how Diageo’s brands create deep and meaningful connections with their consumers. ➤ 𝑩𝒓𝒂𝒏𝒅𝒔 𝒉𝒂𝒗𝒆 𝒂 𝒓𝒆𝒔𝒑𝒐𝒏𝒔𝒊𝒃𝒊𝒍𝒊𝒕𝒚 𝒕𝒐 𝒄𝒉𝒂𝒏𝒈𝒆 𝒕𝒉𝒆 𝒘𝒐𝒓𝒍𝒅 Ursula argued that brands have a responsibility to go beyond selling products and contribute to a better world. This is not just about philanthropy, but about embedding purpose into the core of the brand identity. Statistics show that the advertising industry spends twice as much money as the film industry. This enormous reach gives brands the power to shape and reflect society. With such influence comes the responsibility to use it for good. ➤ 𝑨𝒖𝒕𝒉𝒆𝒏𝒕𝒊𝒄𝒊𝒕𝒚 𝒊𝒔 𝒆𝒔𝒔𝒆𝒏𝒕𝒊𝒂𝒍 𝒊𝒏 𝒂𝒍𝒍 𝒃𝒓𝒂𝒏𝒅 𝒎𝒆𝒔𝒔𝒂𝒈𝒊𝒏𝒈. One of the biggest challenges for brands is authenticity. Consumers can easily see through greenwashing and superficial attempts at purpose. True purpose needs to be embedded in the company's core values and reflected in all aspects of its operations, from production to advertising. ➤ 𝑻𝒉𝒆 𝒗𝒂𝒍𝒖𝒆𝒔 𝒐𝒇 𝒂 𝒃𝒖𝒔𝒊𝒏𝒆𝒔𝒔 𝒔𝒉𝒐𝒖𝒍𝒅 𝒃𝒆 𝒊𝒏𝒕𝒓𝒊𝒏𝒔𝒊𝒄 𝒕𝒐 𝒕𝒉𝒆 𝒄𝒐𝒓𝒆 𝒃𝒖𝒔𝒊𝒏𝒆𝒔𝒔 𝒔𝒕𝒓𝒂𝒕𝒆𝒈𝒚. Diageo is a prime example of a brand integrating sustainability and inclusion into every element of its business strategy. Dove is another example, showcasing the success of purpose-led advertising with its "Real Beauty" campaign. This campaign challenged societal norms and empowered women, demonstrating the positive impact brands can have. ➤ 𝑩𝒓𝒂𝒏𝒅𝒔 𝒏𝒆𝒆𝒅 𝒕𝒐 𝒂𝒔𝒌 𝒕𝒉𝒆𝒎𝒔𝒆𝒍𝒗𝒆𝒔 𝒅𝒊𝒇𝒇𝒊𝒄𝒖𝒍𝒕 𝒒𝒖𝒆𝒔𝒕𝒊𝒐𝒏𝒔. The conversation needs to shift. Instead of focusing solely on product benefits, brands and agencies need to ask themselves deeper questions about their impact throughout the entire value chain. This includes considering the environmental footprint of production, the diversity and inclusion of their workforce and partners, and the overall message they are communicating. 𝐁𝐲 𝐭𝐚𝐤𝐢𝐧𝐠 𝐭𝐡𝐞 𝐭𝐢𝐦𝐞 𝐭𝐨 𝐚𝐬𝐤 𝐭𝐡𝐞 𝐫𝐢𝐠𝐡𝐭 𝐪𝐮𝐞𝐬𝐭𝐢𝐨𝐧𝐬, 𝐛𝐫𝐚𝐧𝐝𝐬 𝐜𝐚𝐧 𝐚𝐜𝐭 𝐰𝐢𝐭𝐡 𝐩𝐮𝐫𝐩𝐨𝐬𝐞 𝐚𝐧𝐝 𝐜𝐫𝐞𝐚𝐭𝐞 𝐦𝐞𝐚𝐧𝐢𝐧𝐠𝐟𝐮𝐥 𝐜𝐨𝐧𝐧𝐞𝐜𝐭𝐢𝐨𝐧𝐬 𝐰𝐢𝐭𝐡 𝐜𝐨𝐧𝐬𝐮𝐦𝐞𝐫𝐬. 𝐓𝐡𝐢𝐬 𝐮𝐥𝐭𝐢𝐦𝐚𝐭𝐞𝐥𝐲 𝐥𝐞𝐚𝐝𝐬 𝐭𝐨 𝐚 𝐦𝐨𝐫𝐞 𝐬𝐮𝐬𝐭𝐚𝐢𝐧𝐚𝐛𝐥𝐞 𝐚𝐧𝐝 𝐞𝐪𝐮𝐢𝐭𝐚𝐛𝐥𝐞 𝐟𝐮𝐭𝐮𝐫𝐞 𝐟𝐨𝐫 𝐛𝐨𝐭𝐡 𝐛𝐫𝐚𝐧𝐝𝐬 𝐚𝐧𝐝 𝐬𝐨𝐜𝐢𝐞𝐭𝐲 𝐚𝐬 𝐚 𝐰𝐡𝐨𝐥𝐞. Such great insight from Ursula. For more, listen to the full episode for free: https://lnkd.in/edQigpTc #brands #values #purpose #connections #change

Best Global Brands 2024 is now LIVE! The cumulative value of the world’s top brands has soared from $988 million to $3.265 billion since our first ranking, in the year 2000, yet an increased focus on short-term gains has cost these brands significantly—$3.5 trillion in cumulative brand value to be exact. Our Best Global Brands data tells a compelling story: brands that treat their brand as a revenue generator, rather than a cost centre, consistently outperform. These brands leverage deeper, meaningful, and equitable relationships with consumers, driving loyalty and advocacy. Discover the full list and insights from the report here: https://lnkd.in/ep5cAseC #BGB2024 #BestGlobalBrands #BrandValuation