Вот он! Герой выпуска.

Миша Чернышев — бренд-директор inDrive, ex-CMO Dodo, ВКонтакте, Yota, Tele2, преподаватель Британской Высшей Школы Дизайна.

Если вы прям влюблены в какой-то бренд, но сложно объяснить почему именно так, этот выпуск для вас.

• Почему одни бренды цепляют, а другие отталкивают?
• Миссия, смысл, предназначение: разбираем бренды Dove, Red Bull, Patagonia, Airbnb, Dodo, inDrive, ВКонтакте.
• Как измерить «здоровье бренда»? Инструменты и формула для B2B.
• Перфоманс vs. Бренд-маркетинг — кто кого
• Ценности, культура, форма/содержание, поколенческий подход.
• И о слэш-карьере. Миша — сам яркий представитель этого феномена.

Смотрите эпизод на YouTube | RUTUBE | Vk Видео
Слушайте на Яндекс Музыке | Apple Podcasts | Mave

Дайте❤️
продолжаем творить такое?

Катя, спасибо за этот ламповый выпуск! И за то, что показала и рассказала что такое слеш-карьера! Будем и дальше слешить!🫰🏼

Unlocking Brand Magic with AI: It's All About the New 4 Ps ! 🪄
(Inspired by HBR article)

AI isn't just automating marketing tasks, it's fundamentally changing brand management itself! This isn't about replacing human creativity, but augmenting it to build stronger, more resonant brands.

According to the latest research in Harvard Business Review, AI's impact on brand building can be categorized into four key areas – the 4 Ps of AI Brand Impact:

✅ Productivity: AI boosts efficiency and convenience, directly improving customer experience and loyalty. Think of Intuit, who used AI to analyze customer service calls and provide personalized feedback to agents, leading to higher customer satisfaction and more fulfilled employees!

✅ Prediction: AI reduces uncertainty and builds trust. Caterpillar's subdistributor, Borusan Cat, uses AI to predict equipment failures with 97% accuracy, enabling preemptive maintenance and turning a potential brand detractor (downtime) into a brand differentiator by guaranteeing uptime.

✅ Personalization: AI drives deeper engagement by tailoring offerings to individual customers. LOOP car insurance app personalizes rates based on real-time driving data, rewarding safe drivers with lower premiums and fostering a brand image of fairness and customer care.

✅ Proposals: AI offers new creative solutions while staying true to the brand essence. Jasper AI empowers marketers to generate content in their brand voice at scale, ensuring brand consistency and creative output without sacrificing control or originality.

Key takeaway: AI in brand management combines human and machine intelligence. It's about augmenting, not replacing, the "art" of brand building. Brands that strategically leverage AI across these 4 Ps will be the ones who build stronger connections and lasting brand equity in the age of AI.

Every time someone asks me to prepare a presentation on Brand ROI for C-levels :)

Unlocking Brand Growth: The Game-Changing Power of Consumer Insights ?

In today’s competitive landscape, brands must not only capture attention but truly connect with audiences on a deeper level. The latest Blueprint for Brand Growth from Kantar offers a framework that can transform your brand strategy with insights that matter.

Key takeaways for brand leaders and CMOs:

1️⃣ Be Meaningfully Different: Brands need to stand out in ways that resonate emotionally and functionally. Don’t just be different—be relevant. Brands that achieve this connection grow faster and attract premium loyalty.

2️⃣ Predispose More People: Building a positive predisposition means loading the dice in your favor. This "head start" comes from consistently aligning brand exposures and experiences with consumer values and needs. The brands that manage this are the ones that convert, time after time.

3️⃣ Find New Space: Explore uncharted territories in your category or innovate beyond traditional lines. Whether it’s a new audience or an untapped need, brands that boldly step into these spaces become category leaders.

More in the attached file. Enjoy! ?

? Why CMOs Should Prioritize Brand-Building Over Quick Wins?

According to CNN and MTM latest research, brand-building isn’t just about awareness; it’s about creating meaningful, long-term connections in an era where short-term tactics are tempting. With 40% of marketers feeling pressure to focus on immediate sales, it's clear that balancing quick results with sustainable growth is a challenge.

Here’s the big takeaway: A strong brand impacts every stage of the consumer journey. Data shows that campaigns focusing on brand awareness, authenticity, and purpose-driven storytelling drive both immediate engagement and loyalty, ultimately leading to sustained growth—even during economic uncertainty.

Key Insights for CMOs and Brand Directors:

1. Brand Trust & Loyalty: Consistency in messaging builds trust and fosters brand loyalty, especially valuable in times of market instability.

2. Always-On Approach: Top marketers are adopting “always-on” strategies to keep brands top of mind. This continuous presence ensures that the brand is a familiar and trusted choice when consumers are ready to purchase.

3. Integrated Campaigns: A strong brand foundation boosts performance marketing. In fact, integrating brand and performance efforts can amplify outcomes, making budgets work harder.

4. Purpose-Driven Marketing: The modern consumer is drawn to brands with a clear purpose. Use storytelling to communicate your brand’s values authentically.

For CMOs, this is a call to rethink strategy: Less short-term pressure, more focus on building a brand that resonates today—and tomorrow. ?