This is Beauty’s Post

🤗 In an online sphere that’s becoming increasingly interconnected, brands have become more than just products or services. They’ve become experiences, emotions, and relationships. And a powerful way to enhance these relationships is through creating brand communities. These communities foster deeper connections, loyalty, and advocacy among customers.🫶 But what are brand communities, why are they beneficial, and how can brands effectively build them? Throughout this blog post, Hyphen Creatives will answer these questions, and more, giving you a closer look at how brand communities can work for you. Read all about it 👀 https://lnkd.in/dV_rf8zC #HyphenCreatives #BrandBlog #MarketingBlog #BrandCommunities

Reflections on LBBonline - Little Black Book “Better Together” event Thank you, Matt & Co for a great event that gave all of us a healthy boost of optimism. The conversations reinforced a shared belief that market disruption brings exciting opportunities, and that creativity, collaboration, and strong partnerships are the foundations for navigating the changes ahead. All themes that make our AAR hearts beat faster! Here are some of my key takeaways: What Does the Market Look Like Now? Alex Brownsell began by highlighting that global ad spend has surpassed £1Trn, with social media channels leading the charge. Sarah Virani reminded us that trust, inclusion, and sustainability aren't just buzzwords - they’re the values shaping the future of our industry. What Do Brands Need? Marketers Simon Valcarcel, Ben Curtis, Kate Wall, Lindsay Barrett, and Elise Burditt discussed how their long-term agency partnerships help their brands adapt to change: by using data to anticipate shifts, managing budgets more effectively, and leveraging innovations in new technologies. Kate Wall highlighted the importance of building a shared vision and trusting teams to 'work their magic’. What Does Production Look Like in 2024 and Beyond? A mix of production experts, including Tracey Cooper, Andrew Levene, Patrick Murphy, Victoria Keenan, Tim Page, Paul Ward took the stage to highlight how production needs to evolve. With 60-70% of produced assets going unused, the message was clear: it’s not just about producing more content, but about producing smarter. As AI technology emerges, there’s a growing focus on blending traditional craft with new digital opportunities. The role of agencies remains critical here, helping clients navigate the right production partners and ensuring value is delivered at every stage. How We Reignited Guinness Grainne Wafer shared an inspiring case study about Guinness’ transformation from a broadcast-first to a community-first brand. It was a powerful reminder that strong brands, supported by a company culture that champions creative excellence can make incredible leaps with the right partners. How Are Agencies Evolving? Natalie Graeme, Chris Gallery, Matt Watson, and Carlo Cavallone stressed the importance of staying true to what makes their agencies unique. In a changing market, clarity about your unique perspective is essential as agencies diversify. Matt and Carlo discussed how their teams are adapting, but some fundamentals - like valuing external partners and, as Matt said, “playing nice” - never change. Successful New Models: A Deep Dive into Innovative Making and Creating Amina Folarin, Emma Harman, Andrew Swinand, Rochelle Palmer, and Aiden Darné wrapped up by discussing trends transforming production, highlighting that technology enhances creativity rather than replacing it. Automation frees teams to focus on big ideas, while forward-thinking models open new opportunities for agencies and brands, keeping creativity central.

Fab summary of what sounds like a really interesting day discussing marketing trends and opps. Read this and it’s almost like you were there. Thanks for taking the time to summarise and share Cristiana Spataru FCX-I #marketingtrends #marketingoperations #aarperspectives

Building Brand Authenticity Through Community In today’s hyper-connected world, consumers are more discerning than ever. They crave genuine connections and authentic experiences with the brands they support. Building brand authenticity has become a crucial strategy for companies looking to foster trust, loyalty, and long-term relationships with their customers. One of the most effective ways to achieve this is by creating and nurturing a strong community around your brand. In this blog, we’ll explore how to build brand authenticity through community and the benefits it brings. https://lnkd.in/gwXvNkU2 #BrandAuthenticity #CommunityBuilding #CustomerEngagement #BrandLoyalty #CustomerTrust #BrandCommunity #EngagementMarketing #BrandAdvocacy #MarketingStrategy #CustomerExperience #DigitalMarketing #BrandValues #BusinessSuccess #CustomerFeedback #AuthenticMarketing #Martechquest

Building trust in a digital world is no small feat, and the debate over brand authenticity is ongoing. But what does it really mean to be authentic? How can brands effectively convey their genuine nature to consumers? Cultivating and maintaining brand authenticity can be tricky, and there’s no one-size-fits-all approach. However, every brand can take meaningful steps to foster trust and connection with their audience. Curious about where to start? https://buff.ly/445x3IR #Branding #BrandAuthenticity #TrustInBrands #DigitalMarketing

Companies courageous enough to reveal authentic truths - no matter how vulnerable - gain tons of loyal customers. 🫂 The path to icon status involves self-discovery, radical transparency, and consistently embodying purpose through actions rather than one-off campaigns. Learn more about the advantage of authenticity in establishing trust for a global brand: https://bit.ly/48VVidR #mrx #Scalehouse #Scaled #BrandAuthenticity #CustomerLoyalty

Awards in the beauty and wellness sphere often focus on the brands and founders, but behind the scenes are communications, design, and strategy experts, who are very often a crucial part of their success. The supporting role of agencies is sometimes overlooked. BeautyMatter's NEXT Awards are designed to recognize people and businesses across the entire value chain that raise the bar and define the future of beauty. The criteria applied by our judges: – Capabilities, leadership, achievements, and impact – Contribution to employees, community, society, and the industry at large – Achievements and the ability to positively impact the industry – Consideration of the quality, innovation, and execution of the agency's work – Consideration of the agency in the context of competitors Entries can be submitted until the entry deadline of May 24, 2024. Finalists will be announced July 7, 2024, and winners will be announced on October 24, 2024, at our NEXT Summit in Los Angeles. APPLY TODAY TO SAVE $100: https://lnkd.in/dMW7XuDm #BeautyMatter #NEXTAwards #beautybusiness #beautyindustry #awards

Alessandro Manfredi, former CMO of Dove, hits the nail on the head, reminding us that in today's hyper-competitive landscape, the foundation of brand success lies in rock-solid Brand Fundamentals. He rightly points out the "differentiation decay" many brands face, exacerbated by platform fragmentation, an over reliance on performance marketing, and the potential homogenizing effect of AI. His antidote? Crafting brands with clarity, potency, and a deep understanding of human truth. He did this so beautifully with Dove’s “Campaign for Real Beauty” over the past two decades, transforming its iconic Beauty Bar into a multi-billion dollar brand. It’s one example of how brands that resonate on an emotional level and stand for something meaningful are the ones that thrive. If you are a marketer and haven’t read his recent piece, it’s a MUST: https://bit.ly/4hfQ94I (via Creative Salon Worldwide). Thank you, Ale, for sharing your incredibly valuable insights, which have benefited so many of us at Ogilvy over the years.

My column in #exchange4media today.  TRUST is the new Brand Currency In an era of scepticism, building consumer trust is both a challenge and an opportunity. Brands that prioritise transparency, ethical practices and meaningful engagement can create lasting connections with their audiences.  https://lnkd.in/g5BJynTc #Advertising #Consumer #ConsumerIsKing #ConsumerMindset #ConsumerAttitude #ConsumerBehavior #ConsumerBehaviour #IndianConsumer #Branding #BrandVoice #Marketing #MarketShare #BrandBuilding #MarketingStrategy #Storytelling #Innovation

Lessons in Growth: How to build trust and scale the platform? Lately, I’ve been asking myself what helped my team and me successfully grow the number of brands on a platform. The challenge was immense: the platform was in its infancy, and few believed we could make an impact in such a competitive market. (Spoiler: by the end of the 1 year, even the brands that initially refused to collaborate had launched on our platform.) While the product needed time to mature, we knew we couldn’t wait to engage with brands. Instead, we focused on building a community around our platform—a strategy that ultimately fueled our exponential growth. Here are the key principles that guided us: 1️⃣ Understand the needs of your audience. A breakthrough moment for me came when I transitioned from working on the platform side to the brand side. Taking full responsibility for brand operations gave me striking insights into why brands were requesting specific features. This experience underscored the importance of deeply understanding both perspectives to create meaningful solutions. 2️⃣ Maintain transparency and consistent communication. We ensured all brands were kept up to date with our progress. Regularly sharing updates demonstrated our commitment to improvement and helped build trust. Quarterly presentations of our achievements and future plans inspired even hesitant brands. 3️⃣ Host in-person events to foster genuine connections. In today’s online-first world, face-to-face interactions remain irreplaceable. After one of our events, the CEO of a brand remarked, “You have such a unique team—I never realized how talented they are.” These events not only showcased my team’s expertise but also provided opportunities for brands to connect, exchange ideas, and build relationships with one another. 4️⃣ Deliver additional value to your community. Staying top of mind with our community was key. We organized masterclasses on relevant fashion industry topics, leveraging the expertise of community members who were eager to share their knowledge. These sessions highlighted our commitment to their success and reinforced the value of being part of our ecosystem. 5️⃣ Celebrate your community and their success stories. While growing our platform, we consistently highlighted the stories and achievements of the brands in our community. At industry conferences and events, we not only talked about the platform but also shone a spotlight on brands. This approach strengthened our relationships and positioned the platform as a champion for the industry as a whole. From the very beginning, we treated all brands equally—whether they had launched on the platform or not—because our ultimate goal was to bring value to the industry. Building a platform isn’t just about creating great technology—it’s about fostering trust, collaboration, and a shared vision. I’m incredibly proud of what we achieved and the lessons we learned. #FutureOfFashion #Tech #Partnerships #PlatformsGrowth