THIS WEEK SUMMED UP

Did you have a chance to unwind over the holidays? We spent time with family, laid around doing absolutely nothing, and finally hit the slopes. But now, we’re back! In this edition, we’re looking at the importance of purpose, how TikTok has beat reluctant streamers, and the return of the robocall.

Read time: 3 minutes and 6 seconds

THREE PARTS THAT MATTER

Marketing

Pandemic days 😬 made many brands, and their products, our best friends. While the world outside moved slowly, the world of buying sped up faster than anyone imagined.

Now, however, we’re seeing that brands who focused on immediate wins instead of long term growth are regretting that decision. An uncertain economic future ahead requires a deep understanding of your brand’s purpose. Communicating why your brand exists in the first place is what resonates most with consumers as Jamie Wachlarz, CMO at Estate Five, says in this BoF article:

“Right now, you’re seeing a ton of ads, and the ones that are really cutting through are those that are really savvy, showcasing content in a way that feels deeply personal, genuine and well researched."

Consider this:

• If you’re a CMO or brand marketer… the brands that make it and grow are the ones that have a real reason to exist and, as a result, a cohesive brand that shines through product and marketing. You can spend infinite dollars in marketing and have a clever campaign. Sure, maybe the brand will gain traction. But without a larger meaning that consumers can connect with at a deeper emotional level, brands only grow so far and don’t make it in the long run.
• If you’re a growth marketer… there is more nuance than the article portrays. The timing and stage of the business are key in determining when to focus on brand. For small and medium businesses, an early fixation on brand can be a strategic misstep, leading to neglect of more immediate priorities like cash flow and product-market fit. True, brand marketing is about storytelling, but it’s essential first to ensure that customers are attracted to the product itself. The real success formula lies in using growth marketing to identify what story resonates with customers (to focus on acquisition), and then, with this insight, strategically shaping the brand to deepen appeal and foster long-term loyalty (to increase retention - LTV).

Culture

Evan Petto, senior strategy consultant, pointed us towards Warner Bros. Discovery‘s decision to celebrate the 25th anniversary of The Sopranos by releasing the entire series in 25-second-long recaps on TikTok. Literally, clip by clip, episode by episode.

Last year, Paramount made a similar move to start generating buzz around their musical adaptation of Mean Girls released this past weekend. Appearing on TikTok for just one day - Mean Girls Day Oct. 3rd (duh) - the movie was free to watch in 23 clips.

Remains to be seen whether this will drive subscribers or just viewers 🤔 Can’t wait for Real Housewives of Salt Lake on TikTok (@Bravo if you’re reading).

Technology

Robocalls are back. Senior strategy consultant Leila Wu shared Conor Grennan’s, Dean of Students at NYU’s Stern School, post on the unbelievable efficacy of Bland AI’s Turbo.