Gen Z and Millennials are drowning in brand noise, with attention spans for ads lasting mere seconds. The winners will be stories and communities, not banners. Measuring success can’t rely on “last click” alone - focus on organic search, consideration, social sentiment, and their link to sales. Otherwise, brand investments remain “invisible.”
Bridging Brand and Performance
Combine brand and performance marketing by breaking strong brand formats into short paid segments and amplifying them with performance media. Data shows this works: higher brand investment boosts performance efficiency.
The Power of Founders and Ambassadors
A founder or ambassador shines when aligned with the brand’s mission. Take Rare Beauty and its Rare Impact fund—brand value drives loyalty and sales organically.
Cross-Generational Growth: Less “Age,” More “Motivation”
Targeting only young audiences is a misstep. People over 50 make up nearly half the paying fashion segment. An “ageless brand” isn’t one-size-fits-all - it offers usage scenarios that resonate across generations. J.Crew and Coach do this well, sharing core values through tailored stories for teens and adults alike. For fashion, look at LOEWE as a best practice.
### Creativity: The Underexploited ROI Lever
81% of campaigns miss creative best practices, leaving potential untapped.
Use the ABCD framework to measure quality:
- Attention: Grab it instantly.
- Branding: Make the brand stand out.
- Connection: Spark emotion or a bond.
- Direction: Deliver a clear call to action.
Localization is a must - tailoring videos to local faces, languages, and cultural codes can boost ROI by up to 50%. The winning combo: local teams paired with AI tools for fast, cost-effective adaptations.
Also read:
- Instagram Rolls Out PG-13-Style Age Restrictions Amid Regulatory Pressures
- Simulon Goes Public: Revolutionizing 3D Video Integration on iPhone with Smarter Workflows and Collaboration Tools
- How to Make Your Old Router Perform Like New
- Pasta, Bread, and Cookies: The Unlikely Culprits Behind Your Anxiety and Depression, New Study Suggests
What CMOs Should Do and Which Tools to Use
- Unified Measurement Model: Ditch fragmented reports. Integrate brand, performance, influencer, and promo data into one model to compare every dollar’s impact and identify scalable practices.
- Content as a System, Not Chaos: Build a chain - big ideas → short performance formats → localized adaptations + quick responses to cultural moments.
- Community as a New Media Channel: Closed chats, UGC sections like “tips from our own” or “my experience” create fresh brand touchpoints. Depth of discussion and adoption of brand language matter more than likes.
- Focus on LTV, Not One-Off Sales: Shift to long-term customer value (LTV). Adjust channels, events, and product lines to retain high-value clients, not just attract anyone.
These are market realities that will work in our context too. Save this and adapt your strategies accordingly.
