”By Humans, For Humans”
How long until this is a positioning signal?
How long until this is a signal of the new luxury?
If you can prove it in 5 seconds, don’t explain it in 20.
We’re all tired of explanations and promises, we just want results. Your marketing is no different.
via DTC Daily
The clock circus continues
TikTok is reportedly developing a separate version of its app for U.S. users, with a planned launch date of Sept. 5, according to reports. The current app would stop functioning in the U.S. by March 2026.
I’ve stopped paying attention to this charade for the time being, but a separate US-only TikTok could have interesting ramifications for advertisers.
Will it function the same?
Will the discovery algorithm be less effective?
Will advertisers still be able to target international markets?
Apple is bringing in the big guns to power Siri: now with AI!
OpenAI and Jony Ive are thinking screen-free.
Google and Perplexity are powering assistants elsewhere.
Smart glasses are spilling from every nook and cranny.
As the ambient computing future draws nearer, what does your brand sound like?
Many decisions people make are part of a status game—whether explicit or implicit in the decision.
How does your brand and messaging fit into the status signaling of your ideal customer?
What’s the difference between this flop of an Apple commercial:
And this hit:
Story
A story that’s clear. That the viewer wants to see themselves in.
Story is sticky.
See also: Significant Objects
via Nudge
CTV CPMs are down.
Why?
more inventory, more buyers looking for performance and a growing appetite for efficiency over exclusivity.
Digital rewired adveristers’ expectations. There’s a large class of marketers (myself included) who have basically no traditional media buying experience.
To whom minimums and exclusivity and static runs just seem weird.
via Digiday
If your advertising works, what does it say about the group of people who respond to it?
This is why it should be brand + performance marketing.
Brand obsesses about message and alignment.
Performance about results.
Either one alone can focus on metrics to the detriment of long term goals.