\n
Miley Cyrus, Bryan Cranston, and Billy Idol all made it out to the Tribeca Festival this year. So did the marketers.<\/p>\n
Marketers have regularly made appearances at Tribeca Festival\u2019s brand-centric track, TribecaX, since it debuted in 2016 as a way to honor entertainment-adjacent brand marketing, but a lot has changed in both the film and advertising industries since then. The brands and agencies at this year\u2019s festival represented a broad swath of industries, but despite the variety, many of the marketers onstage stressed a similar message: Brands need to stay agile and keep up with cultural moments and make hard choices about what their brands do and don\u2019t stand for\u2014a departure, perhaps, from an earlier era of marketing where many brands openly embraced social causes before facing organized consumer and political backlash.<\/p>\n
\u201cCause marketing is really interesting in that right now, everybody is re-identifying what their cause is,\u201d Tamon George, co-founder and CEO of the Black-owned creative agency Creative Theory, said. \u201cThe last decade\u2026society writ large had identified causes that, No. 1, it literally cared about and externally shared that they care about. This moment, and I mean literally since January, that has changed.\u201d<\/p>\n
Here are other takeaways from the event.<\/p>\n
How to pivot a legacy brand:<\/strong> Modernizing a legacy brand like CPG giant Kraft Heinz requires focusing on brand marketing over marketing individual products that may feel stuck in the past, Todd Kaplan, a former PepsiCo marketer who is now Kraft Heinz\u2019s North America CMO, said.<\/p>\n\u201cLegacy brands are an interesting double-sided coin, because there\u2019s a legacy, which means they\u2019re famous for something,\u201d he said. \u201cThe flip side of the legacy brand is you get so captured in time of being famous for something that, as time chugs along and industries change and consumer preferences change, you might be like, \u2018Oh, that was a brand that\u2019s stuck in the \u201980s.\u2019\u201d<\/p>\n
In a world where people are inundated with advertisements and often skip them\u2014an impulse Kaplan himself isn\u2019t immune to, he confessed on stage\u2014one way to get them to pay attention is to make ads culturally relevant, preventing brands from feeling outdated. To that end, Kaplan spoke of an effort to bring Kraft Heinz into the cultural zeitgeist after Kendrick Lamar released the single \u201ctv off.\u201d The song features Lamar shouting out his producer, Dijon Isaiah McFarlane, whose stage name is Mustard, in the song\u2014something of a perfect moment for Kraft Heinz, which partnered with McFarlane on a campaign for Heinz mustard in February.<\/p>\n
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Get marketing news you’ll actually want to read<\/h5>\n
Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n
Making authenticity more than a buzzword:<\/strong> Beauty brand The Ordinary embraces unconventional branding, Dakota Kate Isaacs, senior director of new ventures at the brand\u2019s parent company, Deciem, said, starting by using the names of the ingredients in its products as product names, such as its Glycolic Acid 7% Exfoliating Toner. That choice, she said, came even after the brand was warned not to do so.<\/p>\n\u201cWe were told, \u2018Change your packaging,\u2019\u201d Isaacs said. \u201c\u2018It\u2019s gonna get dirty on shelves. Change your [product] names. Nobody knows what hyaluronic acid is.\u2019\u201d<\/p>\n
In an industry where trends are often fleeting, though, the brand bet that more straightforward messaging about the contents of its products would help it stand out.<\/p>\n
\u201cNothing gets you more excited than, I think, being a little bit of a rule-breaker,\u201d she said. \u201cFor us, what was original was telling the truth.\u201d<\/p>\n
Building brand values amid political turmoil:<\/strong> It\u2019s no secret that brand approaches toward DEI and inclusivity have been affected by the Trump administration\u2019s crackdown on DEI policies. That shift is affecting brand messaging, too, but George said that he doesn\u2019t think anyone\u2019s yet cracked the code on messaging in the current political climate. One way to address that uncertainty is to lean into cocreation: George mentioned star F1 driver Lewis Hamilton\u2019s appearance in a recent campaign for the luggage brand Rimowa espousing the value of travel as an example.<\/p>\nBut there\u2019s no perfect formula, and the uncertainty, he suggested, is probably here to stay.<\/p>\n
\u201cBrands are scared of retaliation, they\u2019re scared of policy change,\u201d he said. \u201cThey\u2019re scared of leadership being vilified in the media. They\u2019re scared of rogue tweets. Right now, just cause [marketing] in general, nobody has identified what is a safe box to play within.\u201d<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Miley Cyrus, Bryan Cranston, and Billy Idol all made it out to the Tribeca Festival this year. So did the marketers. Marketers have regularly made appearances at Tribeca Festival\u2019s brand-centric track, TribecaX, since it debuted in 2016 as a way to honor entertainment-adjacent brand marketing, but a lot has changed in both the film and […]<\/p>\n","protected":false},"author":1,"featured_media":22434,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-22433","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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