CocaCola’s Executive Luncheon

A few years back, I had the honor of being the keynote speaker at The Coca-Cola Company- executive luncheon. It was about unveiling a fun-fizzed campaign we brewed for 7-Eleven, shining the spotlight on the iconic Slurpee.

Amidst a crowded frozen drink scene, Slurpee stood out as a sip of spontaneous fun.

Our campaign idea?

Every slurp invites you to a world of spontaneity.

We dipped into the essence of Cult Branding, selling not just a drink but a lifestyle of spontaneous joy.

Echoing Jimmy Buffet’s mantra, we stirred fun into the brand narrative, making Slurpee not just a drink but a ticket to spontaneity.

Engaging with Coca-Cola’s visionaries, we explored how brands could blend with lifestyle, making every product a gateway to a fun-filled narrative.

The Slurpee brand is about spontaneous joy, reminding us that when a brand endorses a lifestyle, it resonates with like-minded individuals, and that’s how you start speaking to the heart of your most valuable customer.

Your brand lover.

November 27, 2023 by

Cultivating Gratitude: Four Tips for a Positive Outlook

We want to express our sincere gratitude to our readers and customers for their continued support.

Fostering an attitude of gratitude has become more crucial than ever. Here are four concise tips to activate the power of gratitude and enhance your daily happiness.

Schedule Time for Gratitude:

Incorporate gratitude into your daily routine by setting aside a few minutes each day. Consider starting and ending your day with a gratitude exercise, allowing positive energy to shape your mindset. Jot down three things you are thankful for in a journal during these moments, shifting your focus from stress to upliftment.

Express Thanks in Writing:

Move beyond verbal expressions of gratitude by taking the time to write thank-you notes. John F. Kennedy’s words remind us that the highest appreciation is lived, not just spoken. At the end of your day, write a note, send an email, or text a colleague expressing your gratitude. This written gesture not only serves as a token of appreciation but also prompts personal reflection.

Everyday Thanksgiving:

Treat every day as a holiday and each meal as a feast. During lunch breaks, create a Thanksgiving atmosphere by sharing gratitude with colleagues. Express specific appreciation for each other’s contributions, fostering connection and a positive corporate culture.

Stay Present:

Avoid the trap of dwelling on the past or worrying about the future. Stay present by appreciating the current moment, whether it’s the person you’re with, the view outside, or a simple cup of coffee. Tools like meditation can help you focus on gratitude, allowing it to become a more integral part of your life.

What you focus on grows. By consistently practicing these tips, you can cultivate a grateful attitude that becomes a way of life. In a world that often emphasizes fault-finding, embracing gratitude can positively impact your outlook and contribute to a more appreciative environment.

November 21, 2023 by

How Customer Data Drives Macy’s Private-label Evolution

In the ever-competitive retail landscape, building a solid private brand is more than just having a unique product. It’s about crafting a distinct identity that resonates deeply with your audience. Macy’s Chief Merchandising Officer, Nata Dvir, provides an inside look into their strategy and how they’re reshaping private branding to create cult favorites.

A Deep Dive into Customer Insights:

The recently launched On 34th, a womenswear label, exemplifies Macy’s renewed approach. Targeting women aged 30-50, this brand wasn’t just plucked from thin air. It was built on the bedrock of extensive customer research. 

Dvir shared, “Our brand emerged from over 100,000 online surveys, 35 days of digital community engagement, and countless hours of in-person store engagements.” This extensive groundwork ensures their products aren’t just trendy but honestly fill gaps in their customers’ lives.

Why Private Brands Matter for Retail Giants:

Private labels give retailers more than just another product on the shelf. Dvir emphasized, “It allows unparalleled oversight from design to distribution, ensuring quality and fit. Moreover, they foster loyalty and encourage repeat visits.”

Considering its potential, Macy’s has laid out an ambitious roadmap. “By 2025, expect four more private labels, each rooted deeply in customer research and serving a unique purpose,” says Dvir.

Evolving Brand-Retailer Dynamics:

For Macy’s, brand partnerships aren’t short-term. Dvir stresses long-range planning, sharing, “We look at where we want to be in the next 2, 3, 5 years. Our shared goals, be it sustainability or targeting specific customer segments, shape these partnerships.”

Riding the Waves of Customer Spending:

Every retailer faces challenges during economic downturns. However, Dvir believes a well-curated mix of products and private brands can cushion the blow. “They offer value to our customers and boost our profit margins. With the introduction of new brands, we will also be refining our existing lineup to streamline and enhance the shopping experience,” she adds.

Consistency is Key:

Dvir emphasizes the importance of a unified brand experience across all channels. Whether it’s in-store displays, online reviews, or marketing campaigns, consistency reigns supreme. It not only offers a seamless experience for shoppers but also galvanizes the internal teams. “When everyone, from leadership to ground teams, is focused on a clear set of priorities, it’s easier to navigate challenges and stay on mission,” says Dvir.

For CMOs looking to make their mark with private labels, Dvir’s approach at Macy’s offers valuable lessons. 

The core of it all? 

Deep customer insights, long-term partnerships, and unwavering consistency. 

In such a dynamic market, these might be the pillars for turning your private label into the next cult brand.

November 20, 2023 by

Decoding the Magic of Kroger’s Heartwarming Holiday Ad

In the realm of advertising, creating a lasting emotional impact is the holy grail for brands. 

This holiday season, Kroger, the Cincinnati-based grocer, seems to have mastered the art of tugging at heartstrings with its latest commercial. The ad, featuring a couple and the foreign exchange students they’ve hosted over the years, has sparked an emotional wave on social media.

The Emotional Connection:

At the heart of Kroger’s successful advertising campaign is the ability to forge a deep emotional connection with its audience. The commercial captures the essence of holiday warmth, love, and reunion. Viewers on social media platforms like X (formerly known as Twitter) expressed their emotional responses, with one person admitting, “It’s 7 am, and I’m hysterically crying at a Kroger commercial.” Such genuine, emotional reactions highlight the brand’s success in not just selling products but in embedding itself into the lives and emotions of its consumers.

Cult Branding at Play:

Cult branding is about more than just selling a product; it’s about creating a community and a sense of belonging. Kroger’s holiday commercial goes beyond showcasing grocery items; it weaves a narrative that resonates with the audience. Kroger taps into the universal themes of love, family, and togetherness. This narrative strategy transforms Kroger from a mere grocery store to a brand that people can connect with on a personal and emotional level.

By creating content that goes beyond the transactional nature of selling groceries, Kroger has succeeded in becoming a brand that people don’t just shop from but emotionally invest in. 

In the competitive landscape of holiday advertising, Kroger has managed to carve out a special place in the hearts of its consumers, proving that the real magic lies in cultivating a brand that people don’t just love but are emotionally connected to.

November 15, 2023 by

What You Can Learn From Taylor Swift’s PR Blueprint

In the illustrious realm of brand-building, there’s an unforeseen teacher: Taylor Swift. Beyond her musical genius, Swift emerges as a masterclass in strategic communication and brand cultivation. So, what nuggets of wisdom can branding leaders mine from Swift’s public relations acumen?

The Power of Values-Centric Messaging

Swift isn’t just a musical icon; she’s a storytelling savant. Her journey, from innocent tales of first loves to empowering self-love ballads, chronicles personal growth that resonates deeply with her audience. Such narratives, infused with shared values, not only anchor her original Swifties but also magnetize those who resonate with her ethos.

Take “You Need to Calm Down” as a case in point. More than a catchy tune, it’s a clarion call for social justice that led to surges in donations to GLAAD. Through music, Swift doesn’t merely entertain; she advocates, aligns, and resonates.

Deciphering Audience Pulse: The Heartbeat of Brand Connection

If Swift’s melodies are her soul, her acute audience understanding is her heartbeat. From her initial “Debut” album to the reflective “Evermore,” Swift has consistently mirrored her audience’s evolving life stages. This keen attunement, ranging from teenage quandaries to the complexities of young adulthood, establishes bonds that transcend mere fandom.

The digital age intensifies this connection. Swift’s authentic social media engagements pull fans into her universe, fostering a community where every retweet, share, and acknowledgment strengthens the bond. Moreover, Swift’s digital advocacy on artist rights and industry issues showcases her commitment to education and reform.

Embracing Change: The Blueprint for Timeless Relevance

In the ever-evolving world of branding, adaptability is king. Swift’s genius lies in her recalibration ability, ensuring her music and messages resonate with changing times. Her innovative initiatives, like the “Midnight Mayhem with Me” for her “Midnights” album release, demonstrate her penchant for pioneering in the digital realm.

Crafting a Legendary Legacy: The Swiftian Doctrine

To distill it, Swift’s PR prowess hinges on three pillars: anchoring messages in shared values, forging genuine fan relationships, and perpetually evolving. While her arena is music, the lessons are universal.

Branding maestros and corporate visionaries can glean invaluable insights from Swift’s strategy. At its core, cultivating genuine relationships and embodying authenticity are the keystones of indelible brand legacies. Embrace the Swiftian way and witness the transformation from a mere brand to a cultural phenomenon.

November 13, 2023 by

How a New Perspective Can Transform an Old Mindset

Navigating business means facing negativity and pressure. But there’s a way to face it head-on: reframing. 

Leading means pressure. CEOs and CMOs often grapple with doubt, second-guessing themselves. But humans tend to focus on the bad, not the good. This can lead to negative thoughts like:

  • Expecting the worst
  • Ignoring the good
  • Seeing things as black or white
  • Not looking inwards
  • Blowing minor issues out of proportion
  • Thinking we know what others think.

This thinking can make a leader feel out of control, stressed, and less motivated. In business, this negativity can affect the whole team.

Enter reframing.

Reframing: A New Perspective

Reframing means looking at things differently. By changing how you see challenges, you can think and act differently. Amy Morin, a therapist, says it’s like changing the lens through which you view life.

The Power of Reframing

Reframing has real effects:

  • Improves mood and self-worth
  • It helps you feel grateful
  • Reveals new opportunities
  • Reduces stress

For CEOs and CMOs, this means better decisions and a happier work life.

How to Reframe

Question Negative Thoughts: Is it true? How would others see it?

See Challenges as Problems to Solve: Don’t let problems weigh you down.

Learn from Mistakes: Mistakes mean the team is trying new things.

Find Three Positives: For every problem, find three good things.

Be Grateful: Look for the good, even in the bad.

Using Reframing in Business

  • Adapting to Market Challenges: Instead of seeing market fluctuations and competition as threats, reframe them as opportunities for innovation and adaptation. Embrace change as a chance to evolve your products or services, staying ahead of the curve.
  • Managing Uncertainty: In the ever-evolving business landscape, uncertainty is a constant. Reframe uncertainty as a canvas for creativity and agile problem-solving. Use it as a motivator to explore new avenues and strategies that can lead to growth and resilience.
  • Resolving Internal Conflicts: When faced with internal conflicts or disagreements within your team, view these situations as opportunities for constructive dialogue and improved teamwork. Reframe conflicts as stepping stones toward a more harmonious and productive work environment, where diverse perspectives are valued and harnessed for the collective benefit of the business.
  • Dealing with Customer Complaints: Instead of viewing customer complaints solely as problems, reframe them as a chance to improve your products or services and enhance customer satisfaction. Use feedback to identify areas for growth and turn dissatisfied customers into loyal advocates.

Reframing is more than a tool. It’s a way to lead better.

It takes time to change old habits, but thinking positively can transform a business.

November 8, 2023 by

What Fighter Pilots Can Teach Leaders About Good Decisions

In the high-stakes world of corporate leadership, mental clarity, agility, and focus are as crucial as they are for fighter pilots navigating intense aerial maneuvers. 

As CEOs and CMOs grapple with the turbulence of ever-changing market dynamics and organizational challenges, there’s a valuable lesson to be learned from an unexpected quarter: the field of mindfulness in the military.

Enter Dr. Jannell MacAulay, a Human Performance and mindfulness Specialist, Air Force Pilot, combat veteran, and TEDx speaker making waves by introducing mindfulness practices into the military. 

Mindfulness in Action

“I’m trying to teach the members of my unit how to take care of themselves, and mindfulness is one way of doing that,” MacAulay explains. This approach has changed the game for the squadron, influencing everything from physical training to strategic conference room discussions.

The impact? 

A discernible change in the airmen’s attitude, morale, and ownership of their roles leads to enhanced productivity and well-being.

Bringing it to the Boardroom

So, what can CEOs and CMOs glean from Dr. MacAulay’s success?

Incorporate Mindfulness Practices: Consider incorporating mindfulness sessions before important meetings or at the start of the day. These can range from meditation, deep-breathing exercises, or a simple reflection moment.

Shift from Reactive to Proactive: By embracing mindfulness, leaders can transition from reactive decision-making to more deliberate, considered choices, benefiting the organization’s strategic goals.

Invest in Well-being: Recognizing that a team’s mental well-being directly influences productivity and creativity can lead to a healthier, more harmonious workplace culture.

Champion Continuous Learning: Just as MacAulay emphasizes education in her unit, CEOs, and CMOs should champion continuous learning and self-improvement, helping team members evolve professionally and personally.

As Dr. MacAulay predicts a future where more units across the Air Force will adopt mindfulness, there’s potential for such practices to become standard in corporate boardrooms, too. In a digitally connected era marked by distractions, the ability to pause, reflect, and proceed is invaluable.

We all need to pause and look to the sky – a metaphor that resonates for fighter pilots and visionary corporate leaders. In embracing mindfulness, CEOs and CMOs can usher in an era of clear-headed decisions, enhanced team morale, and sustainable success.

November 6, 2023 by

Top Brand Communities The C-Suite Should Draw Inspiration From

Buckle up because we’re diving into the world of thriving brand communities, and guess what? There’s a lot to learn and even more to get excited about!

Gymshark 🏋️‍♂️:

What’s cooler than wearing the trendiest gym gear? Being part of a fitness tribe that’s passionate not just about activewear but the lifestyle it represents. Gymshark’s pop-ups across the UK are not just about shopping; they’re about live classes, athlete appearances, and mingling with the Gymshark fam.

Charlie Hustle 🏀:

No, we’re not talking about a new dance move. This brand has harnessed the power of local pride, creating tees that showcase Kansas City’s love. And guess what? Their Communi-Tees line gives back to local causes, while their rewards program keeps fans engaged. Talk about a slam dunk in brand engagement!

Starbucks ☕:

Coffee and community, anyone? From calling their baristas ‘partners’ to their renowned Starbucks Rewards program, the coffee giant brews a sense of belonging with customers returning for more than just their caffeine fix.

Glow Recipe 🍉:

Beauty buffs, unite! With fresh, fruity skincare products, Glow Recipe isn’t just selling beauty products. They’re offering a lifestyle – think tutorials, interviews with boss babes, and a VIP program called Glow Miles. Radiance, anyone?

Disney 🏰:

Magic. Adventure. Dreams. We all know Disney for its enchanting tales, but they’ve also built a global community of die-hard fans who live and breathe Disney magic, from cosplay to park visits.

Polaroid 📸:

Ah, nostalgia! Polaroid isn’t just a camera brand; it’s a trip down memory lane. And with their loyalty program, they ensure that every snap and moment connects generations.

Lululemon 🧘‍♀️:

Athleisure isn’t just fashion; it’s a statement. Lululemon empowers its community to live an active lifestyle, from free yoga classes to its Affiliates and Creators program. Stretch, anyone?

Itzy Ritzy 👶:

The journey of parenting is beautiful, confusing, and everything in between. Enter Itzy Ritzy, a brand that offers baby essentials and creates a space for parents to share, learn, and grow together.

Building a passionate brand community is more than just about selling products. It’s about understanding your audience’s core values and crafting experiences that resonate with them. So, dear leaders, take a cue from these brands and steer your ship toward a more community-centric future.

Remember, in the world of branding, community is king.

November 1, 2023 by

The Ultimate Guide to Building Authentic Brand Communities

For every brand leader out there.

We’ve all heard the remarkable story of Harley-Davidson. From being on the brink of extinction in 1983, they became a global brand valued at $7.8 billion by leveraging the power of a brand community. What’s their secret? Let’s dive deep into the true essence of building and nurturing brand communities.

Why a Brand Community Matters More Than You Think

It’s Not Just Marketing; It’s Business.

Remember, your brand community is not just a fancy marketing tool. It’s a holistic business strategy. You’re on the right track when you frame it as a high-level strategy that supports business-wide goals.

Serve the People, Not Just the Brand

The best brand communities prioritize their members. These communities offer more than just brand affiliation. They provide emotional, social, and skill-based support, catering to their members’ diverse needs.

Crafting the Community Comes First

Building a robust brand community isn’t about putting the brand first. Instead, concentrate on crafting a meaningful community. The brand strength will naturally follow.

Vital Elements of Dynamic Brand Communities

Harness the Power of Shared Goals

Shared goals, values, or admiration for an individual can unite community members. Recognize these dynamics and integrate them into your brand’s community-building strategy.

Embrace the Conflicts

Yes, you heard that right! Communities are not about unanimous agreement. They’re defined by the ‘lines drawn in the sand.’ Harness these inherent conflicts to add a distinct character to your brand community.

Every Member Counts

A thriving community isn’t just about the vocal few. It’s about ensuring that every vocal or silent member feels valued and plays an active role in the community.

Balance Between Online and Offline

The allure of digital communities is undeniable, but remember the power of real-world interactions. Physical spaces like meet-ups, workshops, and gatherings can foster deeper community connections.

Relinquish Control, Foster Growth

One of the biggest misconceptions about brand communities is the need for control. Communities aren’t corporate assets to be micromanaged. They’re organic, dynamic entities belonging to their members. Instead of attempting to exert control, be a facilitator, a collaborator, and a co-creator.

In today’s digital age, where consumers crave authentic connections, brand communities offer a golden opportunity for brands to foster loyalty, drive engagement, and build long-lasting relationships. So, brand leaders, if you’re keen on building a community that resonates, remember – it’s all about the people, their shared experiences, values, and the sense of belonging they derive from being part of something bigger than themselves. Embrace it, nurture it, and watch your brand community thrive!

October 30, 2023 by

The Power of the Brand Community 

Hello, esteemed CEOs and CMOs!

Navigating today’s vast marketplaces can feel like aiming at moving targets. But what if there was a solution deeply rooted in the principles of cult branding? Introducing the Brand Community.

📌Why Your Brand Needs a Community:

Loyalty Multiplier: A brand community isn’t just about recognition. It’s about building an army of brand ambassadors who buy and believe in your brand.

Direct Engagement: Communicate directly with your most passionate users, gaining invaluable feedback and insights.

Brand Resilience: In an era where customer trust is hard to come by, communities can significantly bolster your brand’s defense against negative publicity.


📌Building Your Brand Community: 

Discover Your Identity: Before people believe in your brand, you must know what it stands for.

Set Clear Goals: Understand your community’s purpose and desired outcomes.

Pick the Right Platform: Whether it’s a forum, social media, or third-party platforms, choose where your audience thrives.

Consistent Engagement: The heart of a community lies in regular, meaningful interactions.


📌Success Stories:

Sprout Social’s The Arboretum: A thriving space for users and team members to interact, enhancing user experience.

LEGO Insiders: Gamification and loyalty rewards make this community a hub for LEGO enthusiasts.

Canva’s Facebook Group: Leveraging an existing platform, Canva offers assistance, tutorials, and a space for users to connect.

For those eager to propel their brand into the upper echelons of market dominance, the journey begins with building and nurturing your brand community. 

Harness the principles of cult branding and watch your brand transform from just another name into a movement. Dive deeper into the world of brand empowerment. 

Let cult branding guide your ascent. 🚀

October 25, 2023 by