2024: Mastering brand marketing...

Oreo's Super Bowl surprise is a twist worth waiting for as Kris Jenner, the matriarch of the Kardashian clan, steps into the Big Game spotlight, inviting viewers on a journey back to the genesis of the iconic reality show in a teaser where she expertly stacks Oreos, setting the stage for a 30-second delight during the second quarter on Feb. 11th.

Beauty's M&A surge: TikTok-fueled brands in high demand

While M&A sees a downturn, beauty startups are bucking the trend. Giants like Unilever and L’Oreal are seizing brands that resonate on social media, especially with younger consumers.

Kosas and Merit Beauty on sale radar: Kosas, famed for its Gen Z-friendly concealer, explores a sale, and Merit Beauty is following suit. Both, TikTok darlings, echo Unilever’s move to snag the $700 million TikTok sensation K18.

K18's TikTok triumph: Despite the price, K18's 13.8 billion TikTok views justified Unilever's investment, backed by the brand's TikTok beauty trend dominance in 2022 and 2023.

Creator collaborations propel growth: Strategic partnerships with influencers drive success—Sofia Richie Grainge boosts K18, while Hailey Bieber and Emma Chamberlain fuel Kosas' 1.1 million TikTok likes.

Borrowing from the past: Emulating the 2010s playbook, beauty brands leverage influencers, yet founders seek exits, anticipating a potential shift challenging TikTok's makeup sales reign. The beauty industry anticipates the next social media wave as entrepreneurs eye strategic exits.

Headlines

• SKIMS announces Lana Del Rey as its 2024 Valentine.

• Apple plans iPhone camera button as creators shift to horizontal videos.

• E.l.f. buys its first Super Bowl ad after last year’s regional success.

• NBCU unveils AI-fueled tech to streamline cross-platform ad planning.

• TikTok outlines its election integrity measures ahead of coming polls.

• Advertising on the Sphere during the Super Bowl will cost up to $2 million.

• LinkedIn’s rolling out a new sponsored post option to maximize content benefits.

• Google issues urgent steps for advertisers running campaigns in the EU.

Charting a comeback: CPG brands spice up innovation in 2024

In the tumultuous ride of 2023, Soom Foods pumped the brakes on product innovation amid the chaos of Publix launches and DTC streamlining. Founder Amy Zitelman highlighted the impact of industry challenges, from inflation woes to cost-cutting measures.

A shift to steady ground: As the dust settles, CPG brands are reigniting their creative engines. After years of juggling DTC demands and retail partnerships, the spotlight is back on innovation for sustained growth in 2024.

Strategic growth tactics: For Proper Good, the Walmart journey prompted a temporary pause in new releases. Now, with Walmart secured, the brand is back in the game, dropping new products on its DTC platform regularly—a strategic move to fuel growth and subscriptions.

Crafting market-inspired elixirs: Liquid Alchemist, having weathered the pandemic storm, is expanding its retail footprint. 2024 brings a new concoction—falernum, inspired by trends like the resurgence of tiki bars and tropical drinks.

Navigating the complexity of retail: In the intricate dance of retail dynamics, digitally-native brands, including Soom Foods, find projects like R&D impacted. The balancing act between product development and entering new markets is no easy feat. "All of these factors are definitely influencing our product development strategy going forward," Zitelman shared.

The year ahead: Why brand marketing in 2024 may reclaim its glory days

In the unfolding narrative of 2024, the fashion industry finds itself at the crossroads of marketing dynamics, signaling a resurgence of brand marketing as highlighted in the State of Fashion 2024 report. Amidst escalating costs and the tightening grip of privacy regulations, a new strategy is emerging to captivate consumers, bidding farewell to the era of performance marketing.

1. Budgetary evolution: In a surprising turn, 72% of industry leaders are diverting their investments toward brand marketing, eclipsing performance marketing at 45%. The winds of change are unmistakable.

2. Unexpected alliances: Fashion is forging unforeseen alliances with adjacent industries, creating a collaborative synergy reminiscent of the Avengers. Prepare for a new level of consumer engagement.

This transformation in brand-building pivots away from the quantifiable performance marketing playbook. Executives are now prioritizing sustained brand marketing efforts, acknowledging their potential to redefine brand identities and attract new customer bases. Success stories:

• Hugo Boss: A triumphant rebrand targeting younger consumers, catapulting sales to a staggering €3.65 billion.

• Ermenegildo Zegna Group: Streamlining and modernizing the Zegna brand resulted in a remarkable 16% YoY sales increase, reaching €1.5 billion.

• New Balance: Strategic collaborations reinforced brand positioning, securing a spot among top-selling sneaker brands.

The key to winning hearts in 2024 lies in brand storytelling. This entails crafting compelling personalities, immersive shopping experiences, and emotionally resonant ad campaigns. Fashion brands are venturing beyond traditional borders, partnering with music, film, and sports industries for relevance. LVMH's premium sponsorship of the 2024 Summer Olympic Games and Kering-owner Artémis acquiring a majority stake in Creative Artists Agency exemplify this trend. Noteworthy shifts:

• Selective tool usage: A strategic move towards selectively employing brand-building tools while weaving consistent, compelling brand narratives.

• Team dynamics: The evolving landscape necessitates CMOs to build teams adept in both brand and performance marketing, possibly introducing Chief Brand Officers for a holistic approach.

• Long-term focus: A paradigm shift from instant Return on Investment (ROI) to prioritizing longer-term, strategic horizons. The focus is on impactful storytelling to maintain consumer attention in the evolving fashion narrative of 2024.

Reading list

• Food marketing in the Ozempic age - nytimes

• The technologies the retail industry is betting on - BOF

• Why advertisers aren’t likely to step away from X before the Super Bowl - Digiday

• Early tests of cookieless Chrome ads are encouraging, but don't get too excited - AdExchanger

• How to build a profitable DTC brand - BOF

• How Twitch lost its way - Fast Company

• Brands find a new way to reach many consumers: Older women - WP