The IMF’s global economic growth target dropped to 3% next year. So prepare for more grumblings about prices and inflation.
The takeaway: disgruntled shoppers will be hunting for deals and trading down for longer.
Why the forecast drop?
The outlook is uneven: The war shock is weighing on energy importers and vulnerable economies, while AI-driven demand is lifting countries integrated into the global technology value chain.
Global disinflation has stalled. Risks are more balanced than in April, but downside risks from renewed conflict and financial market repricing persist.
You don’t create a logo or tagline that conveys immediate resonance.
You create a platform for fans to imbue with meaning.
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Why the economy isn’t vibesmaxxing (according to the NYT)
We dug into the data, conducted surveys and talked to people around the country. Our research shows that even relatively well-off families are struggling with high prices
By almost four to one, Americans told us that rising prices, rather than paychecks that haven’t kept up, are driving a cost-of-living squeeze. Two-thirds say they are struggling today and need relief they can feel right away. And the most cited concern is grocery costs.
Shoppers want value and stability.
Dollars for nonessentials are tight.
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I like this framing of a brand’s core position being an aspect of its intrinsic character versus a specific product or service.
The core position is long-range, low-turnover holding. Ralph Lauren’s preppy style or Hermès equestrian aesthetics belong here, as well as Burberry’s trench or check pattern. These are positions held for 60 years and 200 years, respectively.
Building a brand is having the patience and fortitude to do the same thing over and over and over. It’s about being boring in one way to be creative in others.
What role does your brand fill in the garden?
Unchanging evergreen or moment of glory
Summer stunner or winter warmer
Flower factory or shade sculptor
Know the seeds you’ve planted.
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Markets are niches all the way down.
You don’t have to drill to the bottom. Match a sub-niche to the moment.
Don’t build your brand a faraday cage. Allow signal in and out.
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I thought that advertising is about spreading the message of your brand. “Please try my product.”
That’s not the role of advertising in marketing.
The role of advertising, turns out, is to inset the experience. It’s not just about increasing awareness, it’s that you are creating a belief that creates an anticipatory response that actually effects the feeling.
Belief and expectations shape experience.
In many cases, your ad is the first experience someone has with your brand. What expectations are you setting?