Brand Builder Lab
Brand Builder Lab is the podcast for marketers, entrepreneurs, creators, and leaders who want to build brands that matter. Produced by Columbia University lecturer and brand strategist Kai D. Wright, this show offers a weekly dose of creativity applied strategically with inspiration, insights, and resources. Each episode breaks down proven strategies from the Brand Builder Lab newsletter on LinkedIn, exploring topics like cult branding, creative effectiveness, storytelling, and personal branding. Explore more at BrandBuilderLab.com
Brand Builder Lab
Fast Five | News This Week | F1, LVMH, The Ordinary, Tik Tok, LinkedIn | Marketing and Brand Trending Stories
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
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Produced by Kai D. Wright. Follow Kai on LinkedIn.
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Welcome back to the Brand Builder Lab. You're here because you want to stay ahead of the curve and know what's driving the conversation in marketing and branding right now.
Speaker 2:Absolutely.
Speaker 1:We are going to make it count with a rapid fire rundown of the top five stories you need to be aware of right now. Forget endless scrolling, just pure insight straight from the source. Let's jump in.
Speaker 2:I love it.
Speaker 1:Where do we even begin with all this?
Speaker 2:Well, first let me just say I was looking at a ton of sources. I mean everywhere, from Marketing Dive and Adweek to Forbes and the Drum. Even publications like the Guardian and the New York Times are picking up on these trends.
Speaker 1:Wow.
Speaker 2:It's everywhere you look honestly.
Speaker 1:Yeah.
Speaker 2:We are awash in a sea of content.
Speaker 1:It is and it can be overwhelming.
Speaker 2:That is exactly what we're trying to solve here at the Brand Builder Lab. Right, we've got Cut through the north, so you don't have to Absolutely Distilling it down to those 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:Let's count it down. Let's do it. Coming in at number five, it's TikTok, but not for the reasons you might think. It's not a new dance craze or viral challenge we're talking about. It's actually about the platform itself.
Speaker 2:Oh, interesting.
Speaker 1:We're seeing some big leadership changes at TikTok, their global business solutions president Blake Chandley. He's moving into an advisory role after like seven years in that position, and there's a new head of North America sales. So new faces, new directions, potentially Right You're probably thinking OK, big company, they shuffle people around, what's the big deal?
Speaker 2:Well, let me tell you it's a big deal because it could signal some pretty significant shifts, especially for brands that are using TikTok or thinking about using it as part of their marketing strategy. I mean a change at the very top of global business solutions that suggests a reevaluation of their whole advertising strategy. Maybe they're changing their approach to how they partner with brands. Maybe they are looking to attract even bigger advertisers we don't know yet, but it's definitely something to watch and a new head of North America sales. That probably means a renewed focus on this market.
Speaker 1:Makes sense.
Speaker 2:So potentially new opportunities for brands engaging with US and Canadian users, but also maybe different expectations.
Speaker 1:Exactly so. If you're running ad campaigns on TikTok or working with influencers, heads up, pay close attention, because we might see changes in ad formats, maybe new ways to collaborate with creators, even a shift in TikTok's overall strategy for brands. It's definitely a moment to be agile.
Speaker 2:You've got to be ready to adapt in this fast-paced world. And you know what I think is fascinating. These kinds of executive moves often reflect how a company is responding to the market itself. Are they doubling down on certain areas like e-commerce? Maybe Are they addressing new challenges? It's rarely just a simple changing of the guard. There are usually deeper strategic reasons behind these shifts. So watch this space. It's going to be interesting to see what unfolds.
Speaker 1:Okay, Hold on to your hats everybody, Because at number four it's the rise of AI in marketing. The numbers are crazy. Reports show a massive jump in brands using AI for video content. I mean, it jumped from 18% last year to a whopping 41% this year. It's more than double.
Speaker 2:Double, yeah, incredible acceleration.
Speaker 1:It really shows how quickly AI tools are becoming both more accessible and effective. Yeah, especially for creators, but you know it's not just video. Effective, especially for creators, but you know it's not just video. We're seeing AI impact everything from SEO strategies to actually generating written content. Even influencer marketing contracts are being rewritten to account for AI related risks. I mean, it's wild.
Speaker 2:I was just reading a piece in Forbes actually.
Speaker 1:Oh yeah.
Speaker 2:They're calling this new trend vibe marketing powered by AI. Of course, it sounds a bit out there at first, but the idea is that AI can now analyze so much data it can understand consumer emotions and, like the zeitgeist, you know the trending topics on a deeper level, and that allows brands to connect with audiences in more resonant ways. So it's not just about automating the boring stuff like scheduling social media posts. It's about really understanding your audience on a new level.
Speaker 1:It's like AI empathy almost.
Speaker 2:Kind of yeah. Ai is getting better at reading the room, you know.
Speaker 1:Yeah, it's a little bit scary, but also exciting. What's really crucial for us is to figure out how to strategically weave AI into our workflows. It's not about replacing human creativity. It's about making it better like how can AI help you gain deeper insights into your audience, personalize your messaging, streamline content creation so you can focus on that big strategic picture?
Speaker 2:all right. Think of AI as a powerful tool, not a replacement let's keep this momentum going.
Speaker 1:coming in at number three, we're calling this the retail recess. This one's fascinating. The way people are shopping is changing right before our eyes. Yeah, one big trend we're seeing is this rise of what we call value-driven shopping. Consumers are really thinking hard about where their money is going and what they're getting for it.
Speaker 2:Absolutely. They're not just looking for the cheapest option anymore. They want the best value for their money. It's about quality experience, even if it aligns with their personal values. The whole new way of thinking about shopping.
Speaker 1:And we saw a perfect example of a brand tapping into this value mindset in a brilliant way. You heard about this one the beauty brand, the Ordinary.
Speaker 2:Yeah, I think I saw something about that.
Speaker 1:Okay. So they're known for their no frills approach to skincare right, effective products without the hefty price tag. But get this they actually started selling cartons of eggs.
Speaker 2:Eggs, what like in their stores.
Speaker 1:Yeah.
Speaker 2:At cost.
Speaker 1:Wow, what a strange thing to sell.
Speaker 2:I know it was a total marketing stunt, but it was genius. It addressed the very real issue of soaring egg prices, which was hitting consumers hard, and it grabbed headlines everywhere, publications like Marketing, dive Adweek, they all talked about it. Even the Guardian got in on it.
Speaker 1:So it was a beauty brand stepping outside its usual lane to offer tangible value.
Speaker 2:Yeah.
Speaker 1:And it wasn't even related to their core products.
Speaker 2:Right. They were just like hey, we get that, you're struggling, so here are some affordable eggs.
Speaker 1:It's interesting. So what's the takeaway here? For me, it's that consumers want to feel seen and understood, especially in times of economic uncertainty. By addressing a real-world issue head-on, the ordinary connected with a wider audience and showed that they get it.
Speaker 2:They get it.
Speaker 1:So what does that mean for your brand? How can you demonstrate value in a way that resonates with your audience's concerns? Maybe it's not selling eggs yeah, hopefully not, but the principle is the same. Think creatively. How could you go beyond your core products or services to offer something that adds genuine value to people's lives?
Speaker 1:absolutely we are just flying through these, coming in hot at number two, the LinkedIn leap. Now, linkedin is no longer just that place where you update your resume. It is a serious platform for brands and agencies. We're hearing about major brands actually hiring agencies specifically to manage their LinkedIn presence. Interesting which, I mean. That speaks volumes about LinkedIn's growing importance, especially in the B2B space.
Speaker 2:It's becoming a critical platform for reaching those professional audiences, sharing thought leadership, building brand credibility. We see the rise of what they call zero-click searches. People are getting information directly from a platform like LinkedIn without even clicking through to a website. Having a strong presence there is becoming essential for visibility.
Speaker 1:Exactly and building that trust.
Speaker 2:Exactly.
Speaker 1:But it's not all you know. Sunshine and roses and professional networking. We also saw some big names like AstraZeneca and Pfizer getting called out for breaking UK drug marketing rules on LinkedIn A reminder that even on a platform that feels very business oriented, you got to stay mindful of those regulations and guidelines.
Speaker 2:Always. Yeah, compliance is key, no matter where you are engaging with your audience. You know, beyond company pages, linkedin is also incredibly powerful for individuals to build their personal brand Right, which, in turn, can really benefit their companies Totally. So it's about thinking strategically about your presence on LinkedIn, both as a brand and as individuals within your organization.
Speaker 1:All right, Drum roll please. The story making the biggest waves, taking the number one spot, is what we're calling Luxury's Fast Lane. With Formula One Luxury brand Giant LVMH is making some very interesting, very deliberate branding moves within the world of Formula One racing.
Speaker 2:Fascinating. Yeah, I think this is really interesting because it highlights a trend of luxury brands looking beyond those traditional luxury spaces like fashion magazines or high end events. They're going after a different kind of aspirational audience.
Speaker 1:Like a younger, more dynamic audience.
Speaker 2:Exactly. And Formula One, you know it embodies speed, precision, high performance, all qualities that resonate with the image many luxury brands want to project.
Speaker 1:Oh, totally Think about the visibility to the logos, the brand associations, the excitement of F1 project.
Speaker 2:Oh, totally. Think about the visibility too, the logos, the brand associations, the excitement of F1 racing.
Speaker 1:Yeah, it's a powerful combination. It's huge. And even if you're not in the luxury market, this kind of partnership raises really interesting questions about how unexpected collaborations can create buzz and elevate your brand perception. It's about finding those surprising alignments that can really inject new energy and prestige into your brand.
Speaker 2:Exactly. It makes you think what are those seemingly unrelated areas that your brand could tap into to create a similar kind of impact? Think creatively. Look for those unexpected intersections that can really generate a lot of buzz.
Speaker 1:So there you have it, your deep dive into the top five marketing and branding stories making headlines.
Speaker 2:It's a lot to take in.
Speaker 1:From the leadership shifts at TikTok and the AI revolution to the changing retail landscape, linkedin's growing power and luxury's foray into Formula 1. That is a lot. We covered a lot of ground today. Hopefully gave you some valuable insights and a clear picture of what matters in brand building right now. That is so true.
Speaker 2:Staying informed is crucial in this environment. It changes so quickly.
Speaker 1:You've got to be adaptable. Exactly. You want to keep that creative inspiration going.
Speaker 2:Absolutely.
Speaker 1: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 and branding insights.
Speaker 2:Thanks for tuning.
