Every marketing campaign planning starts with some excitement. Whether it's a brand campaign, an acquisition campaign, or a communications campaign. Something is launching. The team is giddy about what is to come. The cool creatives. The channel decisions. The collaborations. The negotiations. To work with Agencies or create in-house. Not the budget though. Budget approvals … Continue reading Planning for launch vs. planning for proof
Advertising
How Trade Tariffs Are Reshaping Canadian Business Terrain: A Marketer’s Perspective
One of the first lessons in marketing is that the external environment dictates business strategy. The PESTLE analysis explains how the macro-environment can affect your organization and how to better position it for change in those fragile times. Right now, one of the biggest external shifts for Canadian businesses is the impact of the trade … Continue reading How Trade Tariffs Are Reshaping Canadian Business Terrain: A Marketer’s Perspective
Managing Social Media Criticism; A Short Guide for Brands
Social media criticism can escalate rapidly, often initiated by a customer's negative experience with a brand. Brands should respond calmly and empathetically, avoiding defensive tactics. Personalizing solutions is crucial to regain trust, especially among younger consumers. After addressing the issue, brands must analyze the situation to prevent future occurrences and improve.
Managing Multiple Brand Accounts On Social Media
Managing Multiple Brand Accounts on Social Media. Backstory: LinkedIn prompted me to contribute to this topic, and then I ran out of characters in my contribution. So I thought, why not make this a more elaborate post, especially as these are things you wouldn't find in marketing books? 📣 Outside the obvious (defining social media … Continue reading Managing Multiple Brand Accounts On Social Media
Is Metrics-focused Approaches Killing Marketing Awareness?
In this piece, I share an end-to-end perspective on how my moving client side gave me the opportunity to observe data-driven impacts on brands. I use this piece to call for a return to customer-oriented marketing practices over metrics-focused approaches, emphasizing the importance of human connections in driving immediate and long-term success for brands.