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.
Marketing
Measuring Return on Awareness in the Age of Data and Ad Performance
Today's marketing is becoming more and more sales focused. Gone are days when advertising above the line is simply messaging with call to action to 'look out for us in a store near you' or 'call our number to learn more' and below-the-line activities have gone beyond event sponsorships and brand gifting as rewards for … Continue reading Measuring Return on Awareness in the Age of Data and Ad Performance
Designing Brands: True To Self and Character.
Building a brand is about "many meaningful small gestures." With this post, I talk about designing brands meaningfully and for longevity. I also draw a parallel to behaviour and consistency - a key for lasting brands. Enjoy and have a good week!
Designing a brand from scratch – things marketing books may not tell you
The year was 2015. Maybe 2016. I wrote in a sheet of paper at my then advertising agency that I was going to be the chief marketing officer, EMEA for a multinational. Sometime in October 2021, I started a new role as a brand, marketing and communications lead for a UK food brand launching soon … Continue reading Designing a brand from scratch – things marketing books may not tell you
Occasion-Based Marketing: A Growing Trend
Before now, it's easy to think of occasions as special events. Perhaps, anniversaries that happen once in few months - a public holiday or a commemorative date. Or those moments that have us playing dress up. Like dinners, brunch, birthdays, anniversaries and special dates. In today's world and in the food and beverage category, occasions … Continue reading Occasion-Based Marketing: A Growing Trend
Taiwo Odumala's Blog 