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On Brand: Authenticity & Personality

Blake Droesch on the type of brand that won’t be disrupted by AI And other technologies (~25:21):

The authentic brand is the one that is going to stand out. That was true yesterday, it’s true today, and it will be true in the years to come.

& Bill Fisher (~25:40):

Every brand’s going to have a core audience. And you need to speak to that audience in a relatable way. That’s what your brand personality is—or should be.

& Carina Perkins (~26:40):

Brands can’t really get away with false personalities anymore. Is that personality really reflecting their business and values? And everything they do, rather than just what they say?

Plus some solid branding advice from Dropout (formerly CollegeHumor):

It’s like I always say, if you’re going to use two brand names, just use one.

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Costco has entered the chat.

Costco is building out an ad network built on its trove of loyalty membership data, using its 74.5 million household members’ shopping habits and past purchases to power targeted advertising on and off its website.

The slogan of the cookiepocalypse: let a million ad platforms bloom.

via Marketing Brew

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Following up on my post about how to make a video according to Meta, from Meta:

we won’t recommend Reels that are over 90 seconds long

If you’re hoping for organic discovery of your Reel, keep it shorter.

via Social Media Today

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From a Meta rep, creative differentiation isn’t just about designing assets that look different. It’s about creating assets and messaging that speak to every potential customer segment.

It’s not just about the stage of their journey, it’s about them plus their stage.

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Anything created before you’re 15 is just the way the world has always been.

Anything created between the ages of 15 and, maybe, 35 or 40 is amazing and cool and exciting and you can have a career in it.

Anything created after you’re 40 is a threat to civilization.

This maps pretty well with how I think about societal power centers.

Cultural power is with the young, molding and accruing in that first bucket.

Spending and professional power in the second.

Political power in the last.

Also why the youth are always seen as counter-cultural. The change is their norm.

via Another Podcast