Rebrands: A Cautionary Tale

Changing Its Name Tanked X’s Downloads in App Store and Play Store

So if you don’t know that Twitter changed its name to X, and search for “Twitter”, the top result is a paid ad from a competitor (Snapchat, Facebook, Instagram, etc.), and the result for X doesn’t look anything like Twitter. It doesn’t have the name, doesn’t say “formerly Twitter”, and isn’t even blue. It’s just the ugly X icon and the insipid slogan “Blaze your glory!”

Gen Z is all about the memes

It matters what they think.

Once you put something out there—a brand, a campaign, a product—you no longer control it (hear that, JK Rowling?). It now belongs to the audience. An act of co-creation has begun.

And if you have to clarify what you meant in an attempt to reframe what people think, than your launch was a dud.

A great (and fictional) example is from the sci-fi podcast Ad Lucem. I'm going to try to do this without any spoilers. Here goes.

On the eve of a new product launch, a stakeholder in the company gets caught in a bad situation. Once that reflects poorly on the company and its product.

The founder/inventor wants to push ahead with the launch and she's arguing with a trusted employee of the company. He advocates for pushing back the launch because the messaging will play right into the controversy. She starts saying what the product is "meant" to do and he interrupts with:

It doesn't matter. It's what people think.

To which she responds:

I won't let them.

That's a futile argument.

You only control your side of the interaction. And you only get one chance to start it.

Everything after that is a dance.

This all makes a hell of a lot more sense in context, so if you don't mind spoilers jump ahead to about 18:35.

Now for something completely different.

Why Marketers Should Engage with Sci-Fi

I believe marketers do a better job if they are aware of the context their work is operating within.

We don't push campaigns out into a vacuum.

We tell stories to very human people that have a whole host of concerns beyond whether or not our newest product looks cool enough to 'gram.

We also have to think longer term than just the end of this next promo (or at least we should). Enter, sci-fi:

Sci-fi may not successfully predict the future (arguably, it is always about the present), but it can sure instigate thought experiments in advance of the future’s eventual — and in the case of Drake Prime, mundane if worrisome — arrival.

-Mark Weidenbaum

In general, fiction (and poetry) can be a great window into humanity and society. Along with a nice little brain break from all your marketing content consumption.

On-demand audio (paid streaming, podcasts, owned music, etc.) officially has more share of ear than linear (radio over the air, radio streams, Pandora’s free radio service, satellite radio, etc.).

Just another sign that mass culture is dead.

Further cementing the primacy of sports and other live events as the only remaining cultural moments where a critical mass of people are tuned into the same thing at the same time.

This is not a situation where on-demand will grow forever and someday linear will go to zero. Some people prefer linear listening, and even those who mostly prefer on-demand consume at least some linear content. But it is about as safe a bet as one can make that the trendlines in the graph above will continue well out into the future.

The retail reckoning could be coming.

With student loan payments returning this fall, retailers have told investors that sales are likely to face headwinds in the coming months as Americans put more money into chipping away at their combined $1.75 trillion of educational debt.

On the flip side:

Bloomberg columnist Leticia Miranda posited that consumers aren’t necessarily pinched, they’re just bored with material goods.

Either way, you know retailers are wishing these weren’t resuming until after the holiday shopping and return season.

Older Adults Make Up Just 4% Of People Featured In Ads

That age group [60+] represents 16% of the U.S. population alone.

The 60-plus demographic has a higher disposable income than younger generations, and represents 25% of global spending power, yet only 3% of digital media budgets are allocated to ads featuring this audience

Our culture is youth obsessed, but that doesn’t mean your marketing should be.

Speak to your customer—whether their situation or their aspiration—in the language (including visuals) they use.

Part of why I think podcast ads are highly underutilized currently.

Nearly 90% of comedy podcast listeners have a parasocial relationship with their hosts

The team over at Conversion Rate Experts published a list of 11 effective strategies for selling commodities. Here are the ones I like the most:

• Create a unique offer so it can’t be compared with competitors.
• Market your product for a particular audience niche.
• Give reasons why customers shouldn’t shop just on price. (Or, as I might say, tell your story!)
• Reframe your commodity as a solution. (story!)
• Be top of mind when it matters.

Yesterday was about making sure you had a hateable brand, but it's not truly that extreme. You just need to be clear about who you're for.

Or, who you aren't for.

From Corey at Swipe Files:

Illustrating who it's not for creates scarcity, exclusivity, and FOMO.

Or, as Hamilton says:

If you stand for nothing, what’ll you fall for?

Talk to a specific audience. Make it blatant.

Bonus points if you can make it fun.

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Guess I need to schedule something with a doctor...