In the Media
When branding issues are in the news, Allen Adamson is the go-to expert.
“Every brand needs to build experience into how they go to market. The more different that experience is, the more it’ll be shared, the more it’ll be relevant. It allows them to get out of the race to the bottom of, ‘How do you cram more into a smartphone screen?’”
“Wellness used to be something you did. Healthspan is something you are. That’s identity-level brand loyalty, and it doesn’t unwind. Individual brands will come and go. Most of today’s stacks will be the SnackWells of wellness. But the category is here to stay.”
“This is going to go down in history as one of the fastest unwinding of a business and brand ever.”
“The old playbook was simple: get drafted, become a star, then land the endorsements. Social media blew that timeline up and today’s rookies built their brands before they built their pro résumés, which means they’re not chasing Nike or Adidas. Nike and Adidas [are now chasing them].”
“The moment audiences feel like they’re being sold to, the spell breaks. Jake has something most mascots don’t. He’s not a cartoon, not a punchline, not a gimmick. He’s someone you’d actually want to grab a beer with. That’s a harder thing to pull off, and State Farm has pulled it off.”
“Brands need to be consistent when deciding whether to join a trend. The Domino’s and Ryanair posts were successful because they aligned with the playful brand images they’ve crafted over time. You have to know what your swim lane is and when you should jump on.”
“A perennial question about advertising is whether it can fix bad vibes about a product. The answer since the dawn of marketing and advertising is no.”
No one shares average. People only share either terrible or extraordinary experiences. If you’re only doing an average experience, you risk cutting yourself off from all the upside of really hitting it out of the park in terms of a customer experience”
360 Magazine, November 1, 2023
“Companies can no longer row back to an era when they were neutral on social and political issues doing so may run the risk of creating forgettable brands that don’t resonate with anyone”
What marketing star is going to want to go to a company that effectively says, ‘Marketing doesn’t matter as much right now?'”
Adweek, Oct. 6, 2022
People don’t share facts. People don’t share photos of celebrities posing with products. People don’t share ordinary in any of its guises. Savvy marketers know that, whether what you’re selling is low-interest or high-end, people are more likely than anything else to share a compelling story about how something fits into their lives.”
Forbes, Oct. 4, 2022
The most important marketing tool today is word of mouth and word of eye. People share pictures more than words, and getting your marketing out of the rational world of ‘Let’s explain why this app is easy to use’ and into the emotional world is what’s required to break out.”
Business Insider, Sept. 23, 2022
Having saturated the market with buyers during the pandemic, it’s time for Peloton Interactive to shift gears and focus on investing in new content, software & instructors to compete with the likes of Apple’s fitness platform and upscale gyms like Equinox.”
CNBC, Aug. 26, 2022
[The ads] were not about what crypto is, or why it’s a good investment. The only story they were telling was: ‘Don’t miss the boat. It’s the next big thing. Don’t get left behind.'”
The Wall Street Journal, June 18, 2022
The trick is to go beyond the facts about the house and to make an emotional connection with the consumers…if it’s all evocative, consumers will tune out.”
The New York Times, May 20, 2022
The broader the brand, the more things you try to stand for.”
Variety, Aug. 2, 2022
There’s the short-term profits of selling shoes, and then there is the long-term equity of the Adidas brand.”
The Associated Press, Oct. 25, 2022
What matters in marketing and branding are people who feel passionate enough to actually go do something versus clicking a like on social media.”
Bloomberg News, Oct. 7, 2022
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