July 22, 2022
Hey everyone,
Despite being deep in the doldrums of summer, we haven’t stopped the figure-it-out-itude over here at Part and Sum. This week we’re turning our attention to ~brand strategy~ with a series of new insights and perspectives that pull apart the practice in order to better understand it.
Come learn with us!
Test Your Strategy
Brand strategy is typically developed from a series of hypotheses. A strategist gathers research to inform customer and market insights, these insights form the basis of the brand’s positioning, and this hypothesized positioning becomes the backbone for communicating with customers.
You might be thinking…aren’t hypotheses meant to be tested? Strategist Rachael Sherman shows us how on OS.
Nearly half of Gen Z is using TikTok and Instagram for search instead of Google, according to Google's own data (Business Insider)
Yes, they’re legitimately afraid.
WTF is MER? (Digiday)
A new metric that’s really an old metric is rescuing marketers in a post cookie world.
EXPRESS: Caffeine's Effects on Consumer Spending (Sage Journals)
Surprise, surprise. Caffeine causes you to spend more. Not dropping while you shop, still not guaranteed.
Why Fashion’s Inventory Problem Is Back (And How to Solve It) (Business of Fashion)
Shipping delays and shifting demands have led to awkward amounts of excess product that brands are getting clever in order to clear.