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Posts tagged "brand building"

Special Report: 3 Strategies for Marketing Golf Brands to Gen Z

May 03, 2024 Posted by: Tom Neveril apparel marketing,  Authentic brand experiences,  brand building,  golf industry,  Omnichannel marketing,  Personalization,  sports marketing
Special Report: 3 Strategies for Marketing Golf Brands to Gen Z
In a new special report, I concisely outline how Nike, Amazon and the young challenger Alo Yoga, are using Personalization, Omnichannel Marketing and Authentic Brand Experiences with great success, and how golf brands should replicate some of the same principles.

As trust in media experts declines, consumers are listening to each other

Nov 13, 2023 Posted by: Tom Neveril Agile,  automotive marketing,  brand activation,  brand building,  marketing tactics
As trust in media experts declines, consumers are listening to each other
From movies, to cars, to fashion. Consumers aren’t listening to experts. Smart marketers are helping customers listen to each other.
 
Just a few examples of the disconnect:
 
The Super Mario Bros. Movie (Universal Pictures):
- Metacritic: 46/100.
+15th biggest box office ever: $1.35B global.
 
Tesla:
-There’s so much newsmedia hate, Wikipedia aggregated some of it into a 10,000 word standalone page: “Criticism of Tesla, Inc.”
+Tesla US sales are booming, almost double BMW in 2023. Industry leader in brand loyalty.
 
Abercrombie & Fitch Co.:
-Fashion editor criticism was followed by last year’s Netflix harsh docu on A&F’s “Rise & Fall.”
+A&F stock is up 200% in 5 years. Revenue up in '23, to nearly $4B.
 
Why the disconnect?
 
Sinking trust in the corporate news media is just part of the story.

Smart marketers are winning with Competitive Socializing

Apr 29, 2023 Posted by: Tom Neveril automotive marketing,  brand activation,  brand building,  innovation,  marketing tactics,  sports marketing
Smart marketers are winning with Competitive Socializing

With high satisfaction levels in so many categories, product trial is often the only way to get customers to switch brands. But motivating trial isn’t easy.

People don’t enjoy physical retail shopping like they did before Amazon came along. So what should marketers do?

Post pandemic, people want to socialize in-person and create fun, social content. This is what’s driving interest in “eatertainment” spaces with updated, physical games like pickleball, darts, skeeball, shuffleboard, etc.

Chicken N Pickle. Flight Club. AceBounce. The commercial real estate industry classifies these businesses as “Competitive Socializing.”

Now sports and enthusiast brands are taking advantage of competitive socializing, to create fun trial experiences.  Here are 3 examples...