We break down the top five marketing and branding stories making headlines right now, from major leadership changes at TikTok to luxury brands entering Formula One racing. These insights help you navigate the rapidly changing marketing landscape with clarity and strategic direction.
- TikTok's leadership shuffle signals potential changes in advertising strategy and brand partnerships
- AI use in marketing video content has more than doubled to 41%, creating new opportunities for "AI empathy" and deeper audience understanding
- Value-driven shopping drives innovative marketing approaches, exemplified by The Ordinary selling eggs at cost
- LinkedIn evolves beyond networking into a critical brand platform where major companies now hire specialized agencies
- Luxury giant LVMH makes strategic moves into Formula One, targeting younger audiences through unexpected collaborations
Follow the Brand Builder Lab newsletter on LinkedIn and follow our podcast for your daily dose of marketing and branding insights.
Produced by Kai D. Wright. Follow Kai on LinkedIn.
Buy the companion book, "Follow the Feeling: Brand Building in a Noisy World" on Amazon.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Welcome back to the Brand Builder Lab.
You're here because you want tostay ahead of the curve and
know what's driving theconversation in marketing and
branding right now.
Speaker 2 (00:08):
Absolutely.
Speaker 1 (00:09):
We are going to make it count with a rapid fire
rundown of the top five storiesyou need to be aware of right
now.
Forget endless scrolling, justpure insight straight from the
source.
Let's jump in.
Speaker 2 (00:22):
I love it.
Speaker 1 (00:23):
Where do we even begin with all this?
Speaker 2 (00:25):
Well, first let me just say I was looking at a ton
of sources.
I mean everywhere, fromMarketing Dive and Adweek to
Forbes and the Drum.
Even publications like theGuardian and the New York Times
are picking up on these trends.
Speaker 1 (00:39):
Wow.
Speaker 2 (00:40):
It's everywhere you look honestly.
Speaker 1 (00:42):
Yeah.
Speaker 2 (00:43):
We are awash in a sea of content.
Speaker 1 (00:45):
It is and it can be overwhelming.
Speaker 2 (00:47):
That is exactly what we're trying to solve here at
the Brand Builder Lab.
Right, we've got Cut throughthe north, so you don't have to
Absolutely Distilling it down tothose essential nuggets.
So strap in and get ready,because these five stories are
really shaping the landscape.
So let's count it down.
Speaker 1 (01:00):
Let's count it down.
Let's do it.
Coming in at number five, it'sTikTok, but not for the reasons
you might think.
It's not a new dance craze orviral challenge we're talking
about.
It's actually about theplatform itself.
Speaker 2 (01:14):
Oh, interesting.
Speaker 1 (01:15):
We're seeing some big leadership changes at TikTok,
their global business solutionspresident Blake Chandley.
He's moving into an advisoryrole after like seven years in
that position, and there's a newhead of North America sales.
So new faces, new directions,potentially Right You're
probably thinking OK, bigcompany, they shuffle people
around, what's the big deal?
Speaker 2 (01:35):
Well, let me tell you it's a big deal because it
could signal some prettysignificant shifts, especially
for brands that are using TikTokor thinking about using it as
part of their marketing strategy.
I mean a change at the very topof global business solutions
that suggests a reevaluation oftheir whole advertising strategy
.
Maybe they're changing theirapproach to how they partner
(01:55):
with brands.
Maybe they are looking toattract even bigger advertisers
we don't know yet, but it'sdefinitely something to watch
and a new head of North Americasales.
That probably means a renewedfocus on this market.
Speaker 1 (02:07):
Makes sense.
Speaker 2 (02:08):
So potentially new opportunities for brands
engaging with US and Canadianusers, but also maybe different
expectations.
Speaker 1 (02:15):
Exactly so.
If you're running ad campaignson TikTok or working with
influencers, heads up, pay closeattention, because we might see
changes in ad formats, maybenew ways to collaborate with
creators, even a shift inTikTok's overall strategy for
brands.
It's definitely a moment to beagile.
Speaker 2 (02:32):
You've got to be ready to adapt in this
fast-paced world.
And you know what I think isfascinating.
These kinds of executive movesoften reflect how a company is
responding to the market itself.
Are they doubling down oncertain areas like e-commerce?
Maybe Are they addressing newchallenges?
It's rarely just a simplechanging of the guard.
There are usually deeperstrategic reasons behind these
shifts.
So watch this space.
(02:54):
It's going to be interesting tosee what unfolds.
Speaker 1 (02:56):
Okay, Hold on to your hats everybody, Because at
number four it's the rise of AIin marketing.
The numbers are crazy.
Reports show a massive jump inbrands using AI for video
content.
I mean, it jumped from 18% lastyear to a whopping 41% this
year.
It's more than double.
Speaker 2 (03:13):
Double, yeah, incredible acceleration.
Speaker 1 (03:15):
It really shows how quickly AI tools are becoming
both more accessible andeffective.
Yeah, especially for creators,but you know it's not just video
.
Effective, especially forcreators, but you know it's not
just video.
We're seeing AI impacteverything from SEO strategies
to actually generating writtencontent.
Even influencer marketingcontracts are being rewritten to
account for AI related risks.
I mean, it's wild.
Speaker 2 (03:37):
I was just reading a piece in Forbes actually.
Speaker 1 (03:39):
Oh yeah.
Speaker 2 (03:39):
They're calling this new trend vibe marketing powered
by AI.
Of course, it sounds a bit outthere at first, but the idea is
that AI can now analyze so muchdata it can understand consumer
emotions and, like the zeitgeist, you know the trending topics
on a deeper level, and thatallows brands to connect with
audiences in more resonant ways.
(03:59):
So it's not just aboutautomating the boring stuff like
scheduling social media posts.
It's about really understandingyour audience on a new level.
Speaker 1 (04:07):
It's like AI empathy almost.
Speaker 2 (04:09):
Kind of yeah.
Ai is getting better at readingthe room, you know.
Speaker 1 (04:13):
Yeah, it's a little bit scary, but also exciting.
What's really crucial for us isto figure out how to
strategically weave AI into ourworkflows.
It's not about replacing humancreativity.
It's about making it betterlike how can AI help you gain
deeper insights into youraudience, personalize your
messaging, streamline contentcreation so you can focus on
(04:34):
that big strategic picture?
Speaker 2 (04:36):
all right.
Think of AI as a powerful tool,not a replacement let's keep
this momentum going.
Speaker 1 (04:42):
coming in at number three, we're calling this the
retail recess.
This one's fascinating.
The way people are shopping ischanging right before our eyes.
Yeah, one big trend we'reseeing is this rise of what we
call value-driven shopping.
Consumers are really thinkinghard about where their money is
going and what they're gettingfor it.
Speaker 2 (04:59):
Absolutely.
They're not just looking forthe cheapest option anymore.
They want the best value fortheir money.
It's about quality experience,even if it aligns with their
personal values.
The whole new way of thinkingabout shopping.
Speaker 1 (05:10):
And we saw a perfect example of a brand tapping into
this value mindset in abrilliant way.
You heard about this one thebeauty brand, the Ordinary.
Speaker 2 (05:20):
Yeah, I think I saw something about that.
Speaker 1 (05:22):
Okay.
So they're known for their nofrills approach to skincare
right, effective productswithout the hefty price tag.
But get this they actuallystarted selling cartons of eggs.
Speaker 2 (05:33):
Eggs, what like in their stores.
Speaker 1 (05:35):
Yeah.
Speaker 2 (05:36):
At cost.
Speaker 1 (05:37):
Wow, what a strange thing to sell.
Speaker 2 (05:38):
I know it was a total marketing stunt, but it was
genius.
It addressed the very realissue of soaring egg prices,
which was hitting consumers hard, and it grabbed headlines
everywhere, publications likeMarketing, dive Adweek, they all
talked about it.
Even the Guardian got in on it.
Speaker 1 (05:55):
So it was a beauty brand stepping outside its usual
lane to offer tangible value.
Speaker 2 (06:00):
Yeah.
Speaker 1 (06:00):
And it wasn't even related to their core products.
Speaker 2 (06:02):
Right.
They were just like hey, we getthat, you're struggling, so
here are some affordable eggs.
Speaker 1 (06:07):
It's interesting.
So what's the takeaway here?
For me, it's that consumerswant to feel seen and understood
, especially in times ofeconomic uncertainty.
By addressing a real-worldissue head-on, the ordinary
connected with a wider audienceand showed that they get it.
Speaker 2 (06:25):
They get it.
Speaker 1 (06:26):
So what does that mean for your brand?
How can you demonstrate valuein a way that resonates with
your audience's concerns?
Maybe it's not selling eggsyeah, hopefully not, but the
principle is the same.
Think creatively.
How could you go beyond yourcore products or services to
offer something that addsgenuine value to people's lives?
absolutely we are just flyingthrough these, coming in hot at
(06:47):
number two, the LinkedIn leap.
Now, linkedin is no longer justthat place where you update
your resume.
It is a serious platform forbrands and agencies.
We're hearing about majorbrands actually hiring agencies
specifically to manage theirLinkedIn presence.
Interesting which, I mean.
That speaks volumes aboutLinkedIn's growing importance,
especially in the B2B space.
Speaker 2 (07:07):
It's becoming a critical platform for reaching
those professional audiences,sharing thought leadership,
building brand credibility.
We see the rise of what theycall zero-click searches.
People are getting informationdirectly from a platform like
LinkedIn without even clickingthrough to a website.
Having a strong presence thereis becoming essential for
(07:27):
visibility.
Speaker 1 (07:28):
Exactly and building that trust.
Speaker 2 (07:30):
Exactly.
Speaker 1 (07:30):
But it's not all you know.
Sunshine and roses andprofessional networking.
We also saw some big names likeAstraZeneca and Pfizer getting
called out for breaking UK drugmarketing rules on LinkedIn A
reminder that even on a platformthat feels very business
oriented, you got to staymindful of those regulations and
guidelines.
Speaker 2 (07:49):
Always.
Yeah, compliance is key, nomatter where you are engaging
with your audience.
You know, beyond company pages,linkedin is also incredibly
powerful for individuals tobuild their personal brand Right
, which, in turn, can reallybenefit their companies Totally.
So it's about thinkingstrategically about your
presence on LinkedIn, both as abrand and as individuals within
your organization.
Speaker 1 (08:09):
All right, Drum roll please.
The story making the biggestwaves, taking the number one
spot, is what we're callingLuxury's Fast Lane.
With Formula One Luxury brandGiant LVMH is making some very
interesting, very deliberatebranding moves within the world
of Formula One racing.
Speaker 2 (08:28):
Fascinating.
Yeah, I think this is reallyinteresting because it
highlights a trend of luxurybrands looking beyond those
traditional luxury spaces likefashion magazines or high end
events.
They're going after a differentkind of aspirational audience.
Speaker 1 (08:42):
Like a younger, more dynamic audience.
Speaker 2 (08:43):
Exactly.
And Formula One, you know itembodies speed, precision, high
performance, all qualities thatresonate with the image many
luxury brands want to project.
Speaker 1 (08:53):
Oh, totally Think about the visibility to the
logos, the brand associations,the excitement of F1 project.
Speaker 2 (08:57):
Oh, totally.
Think about the visibility too,the logos, the brand
associations, the excitement ofF1 racing.
Speaker 1 (09:00):
Yeah, it's a powerful combination.
It's huge.
And even if you're not in theluxury market, this kind of
partnership raises reallyinteresting questions about how
unexpected collaborations cancreate buzz and elevate your
brand perception.
It's about finding thosesurprising alignments that can
really inject new energy andprestige into your brand.
Speaker 2 (09:17):
Exactly.
It makes you think what arethose seemingly unrelated areas
that your brand could tap intoto create a similar kind of
impact?
Think creatively.
Look for those unexpectedintersections that can really
generate a lot of buzz.
Speaker 1 (09:31):
So there you have it, your deep dive into the top
five marketing and brandingstories making headlines.
Speaker 2 (09:37):
It's a lot to take in .
Speaker 1 (09:38):
From the leadership shifts at TikTok and the AI
revolution to the changingretail landscape, linkedin's
growing power and luxury's forayinto Formula 1.
That is a lot.
We covered a lot of groundtoday.
Hopefully gave you somevaluable insights and a clear
picture of what matters in brandbuilding right now.
That is so true.
Speaker 2 (09:58):
Staying informed is crucial in this environment.
It changes so quickly.
Speaker 1 (10:01):
You've got to be adaptable.
Exactly.
You want to keep that creativeinspiration going.
Speaker 2 (10:05):
Absolutely.
Speaker 1 (10:06):
Make sure you follow the Brand Builder Lab newsletter
on LinkedIn and, of course,don't forget to follow us for
your daily dose of marketing andbranding insights.
Speaker 2 (10:18):
Thanks for tuning.
Welcome back to the Brand Builder Lab.
You're here because you want tostay ahead of the curve and
know what's driving theconversation in marketing and
branding right now.
Speaker 2 (00:08):
Absolutely.
Speaker 1 (00:09):
We are going to make it count with a rapid fire
rundown of the top five storiesyou need to be aware of right
now.
Forget endless scrolling, justpure insight straight from the
source.
Let's jump in.
Speaker 2 (00:22):
I love it.
Speaker 1 (00:23):
Where do we even begin with all this?
Speaker 2 (00:25):
Well, first let me just say I was looking at a ton
of sources.
I mean everywhere, fromMarketing Dive and Adweek to
Forbes and the Drum.
Even publications like theGuardian and the New York Times
are picking up on these trends.
Speaker 1 (00:39):
Wow.
Speaker 2 (00:40):
It's everywhere you look honestly.
Speaker 1 (00:42):
Yeah.
Speaker 2 (00:43):
We are awash in a sea of content.
Speaker 1 (00:45):
It is and it can be overwhelming.
Speaker 2 (00:47):
That is exactly what we're trying to solve here at
the Brand Builder Lab.
Right, we've got Cut throughthe north, so you don't have to
Absolutely Distilling it down tothose essential nuggets.
So strap in and get ready,because these five stories are
really shaping the landscape.
So let's count it down.
Speaker 1 (01:00):
Let's count it down.
Let's do it.
Coming in at number five, it'sTikTok, but not for the reasons
you might think.
It's not a new dance craze orviral challenge we're talking
about.
It's actually about theplatform itself.
Speaker 2 (01:14):
Oh, interesting.
Speaker 1 (01:15):
We're seeing some big leadership changes at TikTok,
their global business solutionspresident Blake Chandley.
He's moving into an advisoryrole after like seven years in
that position, and there's a newhead of North America sales.
So new faces, new directions,potentially Right You're
probably thinking OK, bigcompany, they shuffle people
around, what's the big deal?
Speaker 2 (01:35):
Well, let me tell you it's a big deal because it
could signal some prettysignificant shifts, especially
for brands that are using TikTokor thinking about using it as
part of their marketing strategy.
I mean a change at the very topof global business solutions
that suggests a reevaluation oftheir whole advertising strategy
.
Maybe they're changing theirapproach to how they partner
(01:55):
with brands.
Maybe they are looking toattract even bigger advertisers
we don't know yet, but it'sdefinitely something to watch
and a new head of North Americasales.
That probably means a renewedfocus on this market.
Speaker 1 (02:07):
Makes sense.
Speaker 2 (02:08):
So potentially new opportunities for brands
engaging with US and Canadianusers, but also maybe different
expectations.
Speaker 1 (02:15):
Exactly so.
If you're running ad campaignson TikTok or working with
influencers, heads up, pay closeattention, because we might see
changes in ad formats, maybenew ways to collaborate with
creators, even a shift inTikTok's overall strategy for
brands.
It's definitely a moment to beagile.
Speaker 2 (02:32):
You've got to be ready to adapt in this
fast-paced world.
And you know what I think isfascinating.
These kinds of executive movesoften reflect how a company is
responding to the market itself.
Are they doubling down oncertain areas like e-commerce?
Maybe Are they addressing newchallenges?
It's rarely just a simplechanging of the guard.
There are usually deeperstrategic reasons behind these
shifts.
So watch this space.
(02:54):
It's going to be interesting tosee what unfolds.
Speaker 1 (02:56):
Okay, Hold on to your hats everybody, Because at
number four it's the rise of AIin marketing.
The numbers are crazy.
Reports show a massive jump inbrands using AI for video
content.
I mean, it jumped from 18% lastyear to a whopping 41% this
year.
It's more than double.
Speaker 2 (03:13):
Double, yeah, incredible acceleration.
Speaker 1 (03:15):
It really shows how quickly AI tools are becoming
both more accessible andeffective.
Yeah, especially for creators,but you know it's not just video
.
Effective, especially forcreators, but you know it's not
just video.
We're seeing AI impacteverything from SEO strategies
to actually generating writtencontent.
Even influencer marketingcontracts are being rewritten to
account for AI related risks.
I mean, it's wild.
Speaker 2 (03:37):
I was just reading a piece in Forbes actually.
Speaker 1 (03:39):
Oh yeah.
Speaker 2 (03:39):
They're calling this new trend vibe marketing powered
by AI.
Of course, it sounds a bit outthere at first, but the idea is
that AI can now analyze so muchdata it can understand consumer
emotions and, like the zeitgeist, you know the trending topics
on a deeper level, and thatallows brands to connect with
audiences in more resonant ways.
(03:59):
So it's not just aboutautomating the boring stuff like
scheduling social media posts.
It's about really understandingyour audience on a new level.
Speaker 1 (04:07):
It's like AI empathy almost.
Speaker 2 (04:09):
Kind of yeah.
Ai is getting better at readingthe room, you know.
Speaker 1 (04:13):
Yeah, it's a little bit scary, but also exciting.
What's really crucial for us isto figure out how to
strategically weave AI into ourworkflows.
It's not about replacing humancreativity.
It's about making it betterlike how can AI help you gain
deeper insights into youraudience, personalize your
messaging, streamline contentcreation so you can focus on
(04:34):
that big strategic picture?
Speaker 2 (04:36):
all right.
Think of AI as a powerful tool,not a replacement let's keep
this momentum going.
Speaker 1 (04:42):
coming in at number three, we're calling this the
retail recess.
This one's fascinating.
The way people are shopping ischanging right before our eyes.
Yeah, one big trend we'reseeing is this rise of what we
call value-driven shopping.
Consumers are really thinkinghard about where their money is
going and what they're gettingfor it.
Speaker 2 (04:59):
Absolutely.
They're not just looking forthe cheapest option anymore.
They want the best value fortheir money.
It's about quality experience,even if it aligns with their
personal values.
The whole new way of thinkingabout shopping.
Speaker 1 (05:10):
And we saw a perfect example of a brand tapping into
this value mindset in abrilliant way.
You heard about this one thebeauty brand, the Ordinary.
Speaker 2 (05:20):
Yeah, I think I saw something about that.
Speaker 1 (05:22):
Okay.
So they're known for their nofrills approach to skincare
right, effective productswithout the hefty price tag.
But get this they actuallystarted selling cartons of eggs.
Speaker 2 (05:33):
Eggs, what like in their stores.
Speaker 1 (05:35):
Yeah.
Speaker 2 (05:36):
At cost.
Speaker 1 (05:37):
Wow, what a strange thing to sell.
Speaker 2 (05:38):
I know it was a total marketing stunt, but it was
genius.
It addressed the very realissue of soaring egg prices,
which was hitting consumers hard, and it grabbed headlines
everywhere, publications likeMarketing, dive Adweek, they all
talked about it.
Even the Guardian got in on it.
Speaker 1 (05:55):
So it was a beauty brand stepping outside its usual
lane to offer tangible value.
Speaker 2 (06:00):
Yeah.
Speaker 1 (06:00):
And it wasn't even related to their core products.
Speaker 2 (06:02):
Right.
They were just like hey, we getthat, you're struggling, so
here are some affordable eggs.
Speaker 1 (06:07):
It's interesting.
So what's the takeaway here?
For me, it's that consumerswant to feel seen and understood
, especially in times ofeconomic uncertainty.
By addressing a real-worldissue head-on, the ordinary
connected with a wider audienceand showed that they get it.
Speaker 2 (06:25):
They get it.
Speaker 1 (06:26):
So what does that mean for your brand?
How can you demonstrate valuein a way that resonates with
your audience's concerns?
Maybe it's not selling eggsyeah, hopefully not, but the
principle is the same.
Think creatively.
How could you go beyond yourcore products or services to
offer something that addsgenuine value to people's lives?
absolutely we are just flyingthrough these, coming in hot at
(06:47):
number two, the LinkedIn leap.
Now, linkedin is no longer justthat place where you update
your resume.
It is a serious platform forbrands and agencies.
We're hearing about majorbrands actually hiring agencies
specifically to manage theirLinkedIn presence.
Interesting which, I mean.
That speaks volumes aboutLinkedIn's growing importance,
especially in the B2B space.
Speaker 2 (07:07):
It's becoming a critical platform for reaching
those professional audiences,sharing thought leadership,
building brand credibility.
We see the rise of what theycall zero-click searches.
People are getting informationdirectly from a platform like
LinkedIn without even clickingthrough to a website.
Having a strong presence thereis becoming essential for
(07:27):
visibility.
Speaker 1 (07:28):
Exactly and building that trust.
Speaker 2 (07:30):
Exactly.
Speaker 1 (07:30):
But it's not all you know.
Sunshine and roses andprofessional networking.
We also saw some big names likeAstraZeneca and Pfizer getting
called out for breaking UK drugmarketing rules on LinkedIn A
reminder that even on a platformthat feels very business
oriented, you got to staymindful of those regulations and
guidelines.
Speaker 2 (07:49):
Always.
Yeah, compliance is key, nomatter where you are engaging
with your audience.
You know, beyond company pages,linkedin is also incredibly
powerful for individuals tobuild their personal brand Right
, which, in turn, can reallybenefit their companies Totally.
So it's about thinkingstrategically about your
presence on LinkedIn, both as abrand and as individuals within
your organization.
Speaker 1 (08:09):
All right, Drum roll please.
The story making the biggestwaves, taking the number one
spot, is what we're callingLuxury's Fast Lane.
With Formula One Luxury brandGiant LVMH is making some very
interesting, very deliberatebranding moves within the world
of Formula One racing.
Speaker 2 (08:28):
Fascinating.
Yeah, I think this is reallyinteresting because it
highlights a trend of luxurybrands looking beyond those
traditional luxury spaces likefashion magazines or high end
events.
They're going after a differentkind of aspirational audience.
Speaker 1 (08:42):
Like a younger, more dynamic audience.
Speaker 2 (08:43):
Exactly.
And Formula One, you know itembodies speed, precision, high
performance, all qualities thatresonate with the image many
luxury brands want to project.
Speaker 1 (08:53):
Oh, totally Think about the visibility to the
logos, the brand associations,the excitement of F1 project.
Speaker 2 (08:57):
Oh, totally.
Think about the visibility too,the logos, the brand
associations, the excitement ofF1 racing.
Speaker 1 (09:00):
Yeah, it's a powerful combination.
It's huge.
And even if you're not in theluxury market, this kind of
partnership raises reallyinteresting questions about how
unexpected collaborations cancreate buzz and elevate your
brand perception.
It's about finding thosesurprising alignments that can
really inject new energy andprestige into your brand.
Speaker 2 (09:17):
Exactly.
It makes you think what arethose seemingly unrelated areas
that your brand could tap intoto create a similar kind of
impact?
Think creatively.
Look for those unexpectedintersections that can really
generate a lot of buzz.
Speaker 1 (09:31):
So there you have it, your deep dive into the top
five marketing and brandingstories making headlines.
Speaker 2 (09:37):
It's a lot to take in .
Speaker 1 (09:38):
From the leadership shifts at TikTok and the AI
revolution to the changingretail landscape, linkedin's
growing power and luxury's forayinto Formula 1.
That is a lot.
We covered a lot of groundtoday.
Hopefully gave you somevaluable insights and a clear
picture of what matters in brandbuilding right now.
That is so true.
Speaker 2 (09:58):
Staying informed is crucial in this environment.
It changes so quickly.
Speaker 1 (10:01):
You've got to be adaptable.
Exactly.
You want to keep that creativeinspiration going.
Speaker 2 (10:05):
Absolutely.
Speaker 1 (10:06):
Make sure you follow the Brand Builder Lab newsletter
on LinkedIn and, of course,don't forget to follow us for
your daily dose of marketing andbranding insights.
Speaker 2 (10:18):
Thanks for tuning.
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