Welcome to the latest issue of Cuppa, a quick-fire newsletter for internet-first brand builders. Filled with analysis on the art, science and culture of building breakout brands in a digital age, it's quick enough to read over a cuppa. (Or something stronger if you need it...no judgement!). To get it direct to your inbox every other Wednesday, subscribe here.
ART
I think about the brand vs. performance debate daily, because in today's climate of budget cuts, measurement woes and need for immediate results, it can feel impossible to have them harmoniously in sync. This wonderful article delves into this challenge perfectly, highlighting the importance of long-term storytelling; making it a grounding read for any brand builder who feels disheartened by the future of brand-marketing.
The Quarterly Kardashian-Jenner Update
I haven't spoken about them at all this quarter (I'm surprised too), so I'm squeezing two updates into one. First up is Kylie, who has announced she is expanding her empire with another attempt at fashion design. Her first attempt only lasted a year, but I'm not going to lie, I'm feeling optimistic about this one. Named, KHY, It's giving Gen Z, quiet luxury, and if it has a higher price point, I think it has legs in today's market. Second up is Kim, who this week finally launched a SKIMS menswear range and of course in true Kim fashion, she announced it with a topical, on-trend, buzzy campaign. However, what I love most about this business move is that it isn't just a cash-grab, it's been 3 years in the making and was initiated by true customer demand.
The concept of “weirdness" and brands
Pop this podcast on during your next commute. Hosted by Jasmine Bina and Concept Bureau Strategist Rebecca Johnson, it explores how brands that are willing to venture into strange and bizarre territories have a chance to connect with their audiences in a deeply emotional way - think brands like Liquid Death.
SCIENCE
My key 2024 takeaways for growth teams from the Women in International Marketing Event
- Users aren't differentiating between search and other research tools - and neither should we when it comes to paid search strategies.
- Google's recent updates have been focused around removing visibility of unhelpful content so they can start to counter platforms like TikTok and Reddit which are becoming more common for users to start their search journeys.
- Perspectives & Search Generative Experience launches are part of these efforts to increase zero click searches.
- In the US, Bing's share is 2x the global average.
- What does all of the above mean for paid? I expect there will be a lot of new feature roll outs over next 24 months.
TikTok are launching OOH advertising for brands It's called 'Out of Phone' and will allow brands to activate campaigns onto billboards, movie screens and certain venues such as restaurants, bars, airports and retail stores. I have mixed feelings about the effectiveness of this…it will require a completely different content strategy to what mobile requires - would love to hear people's thoughts, hit that reply button!
You can now shop products from Made in Chelsea…via QR Codes?!
The integration of #QR codes into 'shoppable' ads can feel a little gimmicky, and has been used by brands like Camden Town Brewery (for their 'drinkable' ad) or Coinbase's Superbowl ad with great success for direct response. Will be interesting to see how this product placement continues to evolve…
