# The Brand Leader

> The Brand Leader is a brand-first creative and advertising agency founded in 1999, with offices in Greenville, South Carolina and New York, New York.

- Website: https://thebrandleader.com/
- Type: Professional Service
- SEO: RankMath

The Brand Leader is a brand-first creative and advertising agency founded in 1999, with offices in Greenville, South Carolina and New York, New York. We help ambitious brands discover clarity and turn it into real growth.

Rather than selling disconnected services, we run one connected system — brand strategy, creative and design, paid media, earned media and PR, content creation, and web development — so an idea moves from concept to execution without losing its point of view along the way. We call it an idea-to-table mentality.

Our team of more than 20 strategists, designers, developers, copywriters, media specialists and PR practitioners works with brands across travel and tourism, wine and spirits, health and wellness, active lifestyle, financial services, consumer goods, and AI and technology. We are certified business partners with Google, Meta and others, and we produce photo, video and podcast content in-house at TBL Studios, our 2,000+ sq ft production space.

Contact: hello@thebrandleader.com

## SEO Configuration
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## Brand Philosophy
- Brand first. Strategy comes before execution. We help a brand find its truth, translate it to the real world, and turn it into measurable growth.
- One connected system. Strategy, creative, media, content and development belong together. Work handed between disconnected vendors loses its point of view in the gaps.
- Clarity over volume. Ambitious brands rarely need more output. They need a sharper idea and the discipline to carry it everywhere.
- Creative judged commercially. We have won 41 creative awards since 2018, but the measure of the work is what it does for the client's business.
- Good work starts with good people. We are a culture-centric agency and hire for curiosity, generosity and a belief in the power of "we" — recognized with 8 Best Places to Work awards.

## Services
Brand Strategy — brand positioning, research and insights, brand voice and messaging, brand audits, naming, go-to-market planning.

Creative & Design — logo and identity systems, print and publication design, website and app design, illustration, campaign creative, copywriting and storytelling.

Paid Media — paid search, paid social, programmatic display, marketplace and retail media, influencer marketing, Amazon ad services.

Earned Media / PR — SEO and AEO, AI search optimization, organic social media, public relations, email marketing, media placement.

Content Creation — social content, videography, photography, blog writing, podcasts and thought leadership, produced in-house at TBL Studios.

Web Development — WordPress and Shopify development, UI/UX, information architecture, custom HTML, AI optimization, data analytics.

## Key Pages

- [Homepage](https://thebrandleader.com/)
- [Case Studies](https://thebrandleader.com/case-studies/)
- [Services](https://thebrandleader.com/services/)
- [About](https://thebrandleader.com/about/)
- [Insights](https://thebrandleader.com/insights/)
- [TBL Studios](https://thebrandleader.com/studios/)

## Posts

- [PSL: From Seasonal Starbucks to Market Standard | TBL](https://thebrandleader.com/23-yrs-psl-starbucks-drink-industry-playbook/): Pumpkin Spice Latte returned for its 23rd season, and it hit a new high. Read how, over 23 years, Starbucks' PSL has become an industry benchmark
- [Black Friday: The Marketing Evolution Every Brand Should Study](https://thebrandleader.com/what-is-black-friday/)
- [6 Wine Industry Trends You Can’t Ignore in 2025](https://thebrandleader.com/6-wine-industry-trends-you-cant-ignore-in-2025/)
- [How Can Manufacturers Build Digital Marketing Strategies That Work?](https://thebrandleader.com/manufacturers-digital-marketing-strategies-that-work/): In 2026, marketers in manufacturing face more competition, smaller audiences, and higher stakes.
- [Bridging the Ultimate Data Gap in Destination Marketing: Economic Impact](https://thebrandleader.com/bridging-economic-impact-in-destination-marketing/)
- [Marriott Solved Ads Attribution. Here’s Why Everyone Else Can’t](https://thebrandleader.com/marriott-solved-ad-attribution/): Marriott built their own booking engines years ago. That decision quietly became one of the biggest competitive advantages in hospitality.
- [What An Agency Holding-Company Acquisition Really Costs The Client](https://thebrandleader.com/what-an-agency-holding-company-acquisition-really-costs-the-client/): If you're the client, you're the last to know. There's a version of the story the press release always tells...
- [Why the Moto World Deserves Better Marketing](https://thebrandleader.com/why-the-moto-world-deserves-better-marketing/)
- [Authenticity Is Winning on Social in 2026, and AI Belongs in a Supporting Role](https://thebrandleader.com/authenticity-vs-ai-in-social/)
- [Why European Wine Brands Struggle in the U.S. Market](https://thebrandleader.com/why-european-wine-brands-struggle-in-the-u-s-market/): European wine brands often enter the United States expecting quality and heritage to carry them. The wine earns respect, but the brand stalls. The reason is rarely the wine. It is that the U.S. market runs on different rules than most international producers expect. Below are direct answers to the questions producers ask most.
- [Social Is Becoming Gen Alpha’s Search Engine](https://thebrandleader.com/social-is-becoming-gen-alphas-search-engine/): For years, marketers treated social media and search engines as two entirely different worlds.
- [Why PR Is the Missing Link in Most Digital Strategies](https://thebrandleader.com/why-pr-is-the-missing-link-in-most-digital-strategies/): Most digital strategies focus heavily on paid media, SEO, content, and performance marketing while underestimating one of the most powerful drivers of authority and visibility: public relations.
- [Stop Asking “How Much Should We Spend on Marketing?”](https://thebrandleader.com/stop-asking-how-much-should-we-spend-on-marketing/): For years, marketing budget conversations revolved around percentages. What portion of revenue should go to advertising? How much to SEO, social media, events, or paid search? Those questions still matter, but heading into 2026 and beyond, they are dangerously incomplete.
- [How to Build the Right Ecommerce Tech Stack for Wine & Spirits Brands](https://thebrandleader.com/how-to-build-the-right-ecommerce-tech-stack-for-wine-spirits-brands/)
- [The Pumpkin Spice Latte: How Starbucks Turned a Flavor Into a Cultural Phenomenon That Hijacked an Entire Season](https://thebrandleader.com/the-pumpkin-spice-latte-how-starbucks-made-a-cultureal-phenomenon/)
- [Turn it Orange. The Brand Icon that is Taylor Swift](https://thebrandleader.com/turn-it-orange-the-brand-icon-that-is-taylor-swift/)
- [Into the Algorithmic Abyss: ChatGPT, Google, and the New Rules of Ecommerce](https://thebrandleader.com/chatgpt-google-and-the-new-rules-of-ecommerce/)
- [You Can’t Afford Not To Have a Professionally Designed Pitch Deck](https://thebrandleader.com/you-cant-afford-not-to-have-a-professionally-designed-pitch-deck/)
- [When Clients Win, We All Win](https://thebrandleader.com/when-clients-win-we-all-win/)
- [Bucket List Branding: Lessons from the Final Four](https://thebrandleader.com/bucket-list-branding-lessons-from-the-final-four/)
- [Keeping Your Medical Device Marketing Aligned With Regulation](https://thebrandleader.com/keeping-your-medical-device-marketing-aligned-with-regulation/)
- [25 Years of Brands: Identity, Authenticity, and the Power of Time](https://thebrandleader.com/25-years-of-brands-identity-authenticity-and-the-power-of-time/)
- [How much and where to allocate your marketing dollars](https://thebrandleader.com/how-much-and-where-to-allocate-your-marketing-dollars/)
- [Why Medtech Needs to Care About Branding, Now More Than Ever](https://thebrandleader.com/medtech-branding-importance/)
- [Yellow Tail’s Glow-Up: Staying Power and Reinvention](https://thebrandleader.com/yellow-tails-glow-up-staying-power-and-reinvention/)
- [How are the Trade War and Tariffs Affecting the Wine & Spirits Industry?](https://thebrandleader.com/how-the-trade-war-and-tariffs-are-effecting-the-wine-spirits-industry/)
- [Email Marketing: Why Your Wine Business Can’t Ignore It](https://thebrandleader.com/email-marketing-why-your-wine-business-cant-ignore-it/)
- [A Guide to Wine Trade Show Success in 2025](https://thebrandleader.com/a-guide-to-wine-trade-show-success-in-2025/)
- [AI and Agencies: Your Best Intern Who Never Sleeps (or Asks for a Raise)](https://thebrandleader.com/ai-and-agencies-your-best-intern-who-never-sleeps-or-asks-for-a-raise/)
- [How to Market to Generation Z](https://thebrandleader.com/how-to-market-to-generation-z/)
- [The Tequila Boom Is Over. Long Live Tequila.](https://thebrandleader.com/the-tequila-boom-is-over-long-live-tequila/)
- [The Power of ROI Calculators in MedTech Sales](https://thebrandleader.com/the-power-of-roi-calculators-in-medtech-sales/)
- [The Rise of Seltzer: How Brands Bubbled Up to the Top in a Crowded Market](https://thebrandleader.com/the-rise-of-seltzer-how-brands-bubbled-up-to-the-top-in-a-crowded-market/)
- [Place vs. Destination Branding](https://thebrandleader.com/place-vs-destination-branding/)
- [The Brand Leader Named to Outside Magazine’s Best Places to Work List for the Fourth Consecutive Year](https://thebrandleader.com/the-brand-leader-named-to-outside-magazines-best-places-to-work-list-for-the-fourth-consecutive-year/)
- [5 Elements of a Successful Brand & Why They Matter](https://thebrandleader.com/5-elements-of-a-successful-brand-why-they-matter/)
- [MedTech Marketing Do’s and Don’ts](https://thebrandleader.com/medtech-marketing-dos-and-donts/)
- [Wine Label Design: How to Create a PR-Worthy Wine Label](https://thebrandleader.com/wine-label-design-how-to-create-a-pr-worthy-wine-label/)
- [Branding in MedTech](https://thebrandleader.com/branding-in-medtech/)
- [DTC Wine: Strategies for Success in This Growing Sales Channel ](https://thebrandleader.com/dtc-wine-strategies-for-success-in-this-growing-sales-channel/)
- [Brand Communities: The Power of Engaging Beyond Likes](https://thebrandleader.com/brand-communities-the-power-of-engaging-beyond-likes/)
- [Does Your Brand Need PR? Navigating the Landscape of Strategic PR Solutions](https://thebrandleader.com/does-your-brand-need-pr-navigating-the-landscape-of-strategic-pr-solutions/)
- [Creative Brand Extensions That Worked](https://thebrandleader.com/creative-brand-extensions-that-worked/)
- [Say It Your Way: Crafting a Brand Voice That Gets Noticed](https://thebrandleader.com/say-it-your-way-crafting-a-brand-voice-that-gets-noticed/)
- [Honkaku Spirits Partners with The Brand Leader to Bolster Brand Creative and Increase Digital Presence](https://thebrandleader.com/honkaku-spirits-partners-with-the-brand-leader-to-bolster-brand-creative-and-increase-digital-presence/)
- [The Unstoppable Rise of Low- and No-Alcohol Beverages](https://thebrandleader.com/the-unstoppable-rise-of-low-and-no-alcohol-beverages/)
- [Brand Story vs. Brand Positioning: Understanding the Key Differences](https://thebrandleader.com/brand-story-vs-brand-positioning-understanding-the-key-differences/)
- [AI in the World of Branding](https://thebrandleader.com/ai-in-the-world-of-branding/)
- [The Pantone Color of the Year and the Powerful Persuasion of Color](https://thebrandleader.com/the-pantone-color-of-the-year-and-the-powerful-persuasion-of-color/)
- [Wines to Pair with Thanksgiving](https://thebrandleader.com/wines-to-pair-with-thanksgiving/)

## Pages

- [Medical & MedTech](https://thebrandleader.com/medical-and-medtech-agency/)
- [Outdoor & Active Lifestyle](https://thebrandleader.com/outdoor-marketing-agency/)
- [Wine & Spirits](https://thebrandleader.com/wine-spirits-agency/)
- [Credit Unions](https://thebrandleader.com/credit-union-marketing/)
- [Travel & Tourism](https://thebrandleader.com/travel-and-tourism-marketing-agency/)
- [Fintech & Finance](https://thebrandleader.com/financial-marketing-agency/)
- [%sitename% | Greenville, SC Branding & Advertising Agency](https://thebrandleader.com/): The Brand Leader is a brand-first creative and advertising agency turning brands into growth engines with strategy, design, & performance marketing.
- [TBL Studios](https://thebrandleader.com/studios/)
- [Privacy Policy | Marketing Data Protection | Brand Leader](https://thebrandleader.com/privacy-policy/): Read The Brand Leader's privacy policy to ensure you understand how your marketing data will be protected through use of the website.
- [Frequently Asked Marketing Questions | The Brand Leader](https://thebrandleader.com/faq/): Get the answers to the most commonly asked marketing and advertising questions from The Brand Leader, a South Carolina based full service agency.
- [Contact | Start a Marketing Project | %sitename%](https://thebrandleader.com/contact/): Ready to find the way? Contact The Brand Leader's Greenville, SC or New York, NY offices to start your brand strategy, creative, or marketing project.
- [ Brand & Marketing Insights | %sitename%](https://thebrandleader.com/insights/): Ideas on brand strategy, creative, media, and growth from the team at The Brand Leader, a brand-first creative and advertising agency.
- [Branding & Marketing Case Studies | %sitename%](https://thebrandleader.com/case-studies/): The Brand Leader has turned brands like Kubota, Ventura County Coast, and Dunlop into growth engines through strategy, design, & performance marketing.
- [About | Upstate Branding and Marketing Agency | Brand Leader](https://thebrandleader.com/about/): Meet the strategists, creatives, and digital experts behind The Brand Leader, a 27-year brand-first agency headquartered in upstate SC and NYC.
- [Branding & Advertising Agency Services | %sitename%](https://thebrandleader.com/services/): A full-service branding and advertising agency built for range: brand strategy, creative, paid media, PR, content and web development, working together.
- [Terms & Conditions](https://thebrandleader.com/terms-conditions/)
- [DMCA Notice](https://thebrandleader.com/dmca-notice/)

## Press

- [The Brand Leader Names Brent Campbell Director of Business Development](https://thebrandleader.com/press/the-brand-leader-names-brent-campbell-director-of-business-development/)
- [International Writing Community “Shut Up & Write!” Launches Upstate SC Chapter in Greenville](https://thebrandleader.com/press/international-writing-community-shut-up-write-launches-upstate-sc-chapter-in-greenville/)
- [The Brand Leader Appoints Michael Catanzaro as President & Chief Brand Officer](https://thebrandleader.com/press/the-brand-leader-appoints-michael-catanzaro-as-president-chief-brand-officer-2/)
- [The Brand Leader Appoints Patricia (Patty) Gallardo as Vice President to Drive Growth, Scale Execution, and Elevate AI Enhanced Services](https://thebrandleader.com/press/the-brand-leader-appoints-patricia-patty-gallardo-as-vice-president-to-drive-growth-scale-execution-and-elevate-ai-enhanced-services/)
- [The Brand Leader acquires wine and spirits marketing agency Benson Marketing Group](https://upstatebusinessjournal.com/business-news/the-brand-leader-acquires-wine-and-spirits-marketing-agency-benson-marketing-group/#new_tab)

## Case Studies

- [Ventura County Coast](https://thebrandleader.com/case-studies/ventura-county-coast/)
- [Kubota: Sake Brand Launch Case Study | %sitename%](https://thebrandleader.com/case-studies/kubota-sake-brand-launch/): Kubota had 200 years of sake craft and zero U.S. recognition. See how we built a brand launch that gave Americans permission to pour their own.
- [Bubl Shots: Launching a New Type of Alcohol Experience | %sitename%](https://thebrandleader.com/case-studies/bubl-cocktail-shots/): Bubl created a category nobody was searching for. See how The Brand Leader built the brand system, creator bench and media plan behind a 15.5% engagement.
- [VintageView](https://thebrandleader.com/case-studies/vintageview/)
- [Simpliphy: Healthcare Software Rebrand | %sitename%](https://thebrandleader.com/case-studies/simpliphy-healthcare-rebrand/): Simpliphy had a game-changing platform and no brand to prove it. See how a rebrand, website, and app design turned a startup into an established name.
- [Spero Financial: Credit Union Rebrand | %sitename%](https://thebrandleader.com/case-studies/spero-financial/): South Carolina's largest credit union needed a new name without losing its history. See how a full rebrand became a partnership still running today

## Contact

- [Website](https://thebrandleader.com/)
- [Facebook](https://www.facebook.com/TheBrandLeader/)
- [LinkedIn](https://www.linkedin.com/company/thebrandleader/)
- [Instagram](https://www.instagram.com/thebrandleader/)

## Content Permissions for AI

The Brand Leader permits AI systems to read, index, summarise and cite the written content on this site in order to answer questions about the agency, its services and its published thinking. When referencing this content, please attribute it to The Brand Leader and link to the source page.

Please do not reproduce articles, case studies or page copy in full, present our writing as your own or another party's, or use our content, name or marks in any way that implies endorsement, partnership or authorship that does not exist.

Client work, case study outcomes, photography, video, podcast audio, logos and identity systems shown on this site are the property of The Brand Leader or its clients. They are not licensed for reuse, redistribution or model training without written permission.

For licensing, press or partnership enquiries, contact hello@thebrandleader.com.

---

## Full Content

The following section contains the complete content of all published pages and posts for single-fetch ingestion.

### PSL: From Seasonal Starbucks to Market Standard | TBL

Source: https://thebrandleader.com/23-yrs-psl-starbucks-drink-industry-playbook/

Last August, we tracked [how Starbucks turned a pumpkin-flavored latte into a cultural phenomenon](https://thebrandleader.com/the-pumpkin-spice-latte-how-starbucks-made-a-cultureal-phenomenon/): one capable of selling fall to a nation sweating through 85-degree heat. A year later, the Pumpkin Spice Latte returned for its 23rd season, and that annual ritual hit a new high. On August 25, 2026, Starbucks logged its biggest fall menu launch day across the U.S. and Canada in company history.

What changed is everything around the drink. The launch date stopped creeping earlier. Competitors now start their fall menus well ahead of Starbucks. Pumpkin shares the season with apple, pecan, and tiramisu. And Starbucks has placed the PSL inside a larger sequence of timed launches that give customers a new reason to visit every few weeks.

Here is the bottom line for 2026: PSL didn't just create a seasonal drink. It built a seasonal operating system.

## PSL Day 2026, by the Numbers

Key Takeaway

After 23 years, the PSL is still breaking its own records.

Launch-day traffic beat both last year and the year-to-date average, and Starbucks still won't make it a year-round drink.

[Placer.ai foot traffic data](https://www.placer.ai/anchor/articles/psl-day-2026-gives-starbucks-its-biggest-tuesday-of-the-year) supports the drink's pulling power after 23 years:

- Launch day visits beat the 2026 YTD daily average by 25.7%.

- Visits spiked 35.1% over a standard Tuesday, marking the company's busiest Tuesday of the year so far.

- Foot traffic topped the 2025 launch by 6.7%.

New menu additions were delivered too. In its [post-launch update](https://about.starbucks.com/press/2026/starbucks-records-biggest-fall-menu-launch-ever-in-us-and-canada/), Starbucks highlighted the Iced Pumpkin Cream Shaken Espresso and crowned the Hedgehog Cake Pop its best-selling fall cake pop to date. Starbucks also doubled down on celebrity marketing, trading 2025's Andy Cohen campaign for a 2026 ad featuring Martha Stewart and Belmont Cameli.

Scarcity remains the core strategy. Chairman and CEO Brian Niccol [confirmed to Yahoo Finance](https://www.yahoo.com/news/us/article/psl-season-has-arrived-baby-heres-whats-on-the-starbucks-2026-fall-menu-including-a-new-chaider-drink-155940586.html) that PSL will not go year-round. Twenty-three years in, Starbucks knows the formula: the drink creates demand because it eventually disappears.

## Calendar Creep Stopped. Starbucks Is Fine Being Second

Key Takeaway

Being first matters less when you own the moment.

Competitors launched fall menus up to three weeks earlier, and Starbucks still had its biggest fall launch day ever.

For years, Starbucks steadily pulled PSL Day forward, turning late-August into default autumn. Now, the march has stopped. The data shows the creep has finally hit a ceiling.

**Year****PSL Launch**2026Tuesday, August 252025Tuesday, August 262024Thursday, August 222023Thursday, August 24

Four straight launches landed inside the exact same five-day window: August 22 to 26. This year's arrived four weeks before the autumn equinox, holding steady right alongside 2025. Starbucks drew its line in late August, claiming the shift to fall without pushing prematurely into midsummer.

The rest of the industry didn't wait around. [Wendy's](https://www.prnewswire.com/news-releases/crisp-days-meet-cozy-bites-wendys-brings-pub-worthy-fall-flavor-with-new-and-returning-seasonal-favorites-302840384.html) kicked off its fall menu on August 3. [McDonald's](https://corporate.mcdonalds.com/corpmcd/our-stories/article/USmenuspotter.html) hit on August 18, and [Dunkin'](https://news.dunkindonuts.com/news/dunkinR-and-alix-earle-unveil-alixs-earle-y-riser-meal-headlining-a-new-fall-menu-of-pumpkin-favorites-and-tiramisu-sips) landed on August 19, a full week ahead of the green apron.

That flips the narrative. Starbucks says fall doesn't start until they say so. Record launch numbers confirm that's still at least mostly true. They built the seasonal clock, and even with competitors jumping the gun by three weeks, Starbucks doesn't need to run first to win.

## Starbucks Shares Pumpkin with the Season

Key Takeaway

Starbucks built the fall window. Everyone else sells inside it.

Pumpkin still leads, but apple, tiramisu, and new iced drinks show the season can support more than one flavor.

Shift number two: fall isn't just a single-flavor showcase anymore. It's a versatile season with multiple headliners. Pumpkin still anchors the lineup, but it now shares the spotlight.

Take Starbucks' own [2026 fall lineup](https://about.starbucks.com/stories/2026/starbucks-announces-the-return-of-pumpkin-spice-latte-psl-aug-25-new-chaider-and-more-fall-favorites/). They added Chaider, a cider-inspired chai, next to returning pecan favorites and fresh banana bread options. The pumpkin family itself expanded into cold formats: an Iced Pumpkin Cream Shaken Espresso, a Pumpkin Spice Chai, and an Iced Pumpkin Cream Matcha. Notice the trend? Two of those three new pumpkin drinks are iced. Even the flagship hero ad put an Iced PSL right in Belmont Cameli's hand. The hot latte remains the iconic hero, but iced drinks drive additional growth momentum.

Competitors pushed the playbook even further, according to their own press releases:

- [Wendy's](https://www.prnewswire.com/news-releases/crisp-days-meet-cozy-bites-wendys-brings-pub-worthy-fall-flavor-with-new-and-returning-seasonal-favorites-302840384.html) pitched its Apple Crumble Frosty Fusion as autumn flavor "beyond pumpkin spice."

- [McDonald's](https://corporate.mcdonalds.com/corpmcd/our-stories/article/USmenuspotter.html) anchored its seasonal McCafé push around Caramel Apple Pie across lattes, coffees, and frappés.

- [Dunkin'](https://news.dunkindonuts.com/news/dunkinR-and-alix-earle-unveil-alixs-earle-y-riser-meal-headlining-a-new-fall-menu-of-pumpkin-favorites-and-tiramisu-sips) kept five core pumpkin offerings while launching a four-drink tiramisu collection and high-protein lattes.

Many brands are monetizing fall, but only some use pumpkin to do it. Here are the takeaways for marketers: the seasonal window Starbucks built is strong enough for competitors to win inside it using completely different flavors. Starbucks built the platform. Much of the market is running on it.

## The PSL Is Now One Step in a Sequence

Key Takeaway

One launch creates a spike. A sequence creates a habit.

A one-weekend nostalgic drop followed by a signature launch ten days later kept customers coming back.

One of the most useful lessons from 2026 comes from the ten days before PSL Day. Starbucks brought back the Unicorn Frappuccino for a single weekend in mid-August. According to[Starbucks](https://about.starbucks.com/press/2026/starbucks-unicorn-frappuccino-return-drives-record-weekend-with-more-than-2-million-beverages-sold/), it sold more than 2 million of them in its North America stores, delivered its best North America sales weekend ever, and made August 15 its biggest Saturday on record. Ten days later, the PSL raised the bar again.

We read that sequencing as a deliberate playbook. A nostalgic one-weekend drop pulls lapsed and curious customers back into the stores. A signature seasonal launch a week and a half later gives those same customers a reason to return. Placer.ai, which tracks the chain's foot traffic,[has a name for it](https://www.placer.ai/anchor/articles/psl-day-2026-gives-starbucks-its-biggest-tuesday-of-the-year): ***promotion stacking.***

In our 2025 analysis, the PSL and the [Red Cup](https://thebrandleader.com/the-starbucks-red-cup/) acted as two standalone moments. By 2026, they operate as calculated beats in a continuous song of limited-time events. The Red Cup is simply the next anchor in line this November.

The takeaway is simple. A single seasonal product creates a short-term surge. A continuous sequence of targeted moments builds a lasting habit.

## Lessons Starbucks Taught Us in Year 23

Key Takeaway

Creating a moment is the first step. You also have to keep it alive.

Lead with meaning over timing, use the icon to test new formats, stack your launches, and protect the scarcity.

Last year's lesson was about creating a cultural moment. This year's lessons are about what it takes to keep one alive once the market reacts.

- **It’s more about meaning, less about timing.** Starbucks stopped racing competitors to the earliest launch, and it still had its strongest fall launch day ever. When customers already treat your product as the official marker of a moment, arriving first matters much less.

- **Don’t confuse the moment with the product.** The PSL now leads a lineup of iced, matcha, chai, and cider-inspired drinks. An established seasonal anchor gives you permission to test new formats without diluting the icon.

- **Stack your moments.** A single launch creates a spike. A planned sequence of drops, launches, and collectibles builds anticipation, recognition, and awareness that compounds from one moment to the next.

- **Protect the scarcity.** Year-round availability would almost certainly sell more lattes in March, but it would starve the drink of the anticipation that drives its record days in August.

23 years after a team in Seattle asked what fall might taste like, the Pumpkin Spice Latte is still setting records. Starbucks is no longer the only brand announcing autumn in August, and it's weeks behind the first. But it remains the brand people wait for.

If your brand has a moment worth owning, the question for 2026-27 goes beyond how to create it. Ask what you'll build around it so that it keeps growing after everyone else starts copying.

---

### Black Friday: The Marketing Evolution Every Brand Should Study

Source: https://thebrandleader.com/what-is-black-friday/

*From factory "sick days" to the biggest retail event of the year—here's how Black Friday became a masterclass in cultural brand-building, and what your marketing strategy should learn from it.*

## When "Black Friday" Meant Actual Fraud

Let's start with the truth: Black Friday started as a mass employee scam. In the early 1950s, factory managers noticed a curious pattern. Workers mysteriously fell "ill" the day after Thanksgiving more than any other day of the year. The goal? A four-day weekend without burning vacation time. The name stuck, and "Black Friday" became shorthand for America's favorite unofficial holiday.

By the 1960s, retailers flipped the script. Instead of fighting the long weekend, they leaned into it. The term "Black Friday" was repurposed—no longer about absenteeism, but about profits. This was the day stores finally moved "into the black" after months of sluggish sales.

Meanwhile, police in Philadelphia were using "Black Friday" to describe the traffic nightmare and crowded streets that came with holiday shopping. Retailers didn't fight that narrative, they **used it as social proof.** Crowds = demand. Chaos = urgency. Scarcity sells.

Sound familiar? It should. Modern marketers are still using the same playbook.

## Cars, Highways, and the Birth of Destination Shopping

The late 1950s brought the Interstate Highway System and the rise of car culture. Families could travel farther, faster. Thanksgiving became a *road trip* holiday—people visiting relatives in new cities, staying the long weekend, and (here's the kicker) **shopping while they were there.**

Local retailers saw it first: out-of-towners with time to kill and wallets ready to open. But how do you capture that traffic when you're not their usual store?

Retailers flooded Friday morning papers with exclusive deals and "doorbuster" offers, strategically timed for travelers waking up in unfamiliar towns. It was hyper-local advertising at scale—targeted, timely, and irresistible.

This is **omnichannel marketing before we had a term for it.** Retailers met customers where they were (literally) and made it impossible to ignore.

*Lesson for today's marketers: Your audience is mobile. Your strategy better be, too.* Whether it's geo-targeted ads, email campaigns, or influencer takeovers in key markets, **[strategic digital campaigns](https://thebrandleader.com/services/performance-and-growth/)** win when they're contextual, not just loud.

## The 1970s–1990s: When Black Friday Became a Brand

By the 1970s, Black Friday had evolved from opportunistic sales into a **branded event.** Department stores opened earlier. Deals got deeper. The competition got fiercer.

This was **experience design.** Consumers began *expecting* Black Friday. They planned around it. Talked about it. Lined up for it. Retailers had successfully turned shopping into an event worth sacrificing sleep for.

**That's the power of ownable moments.** Black Friday was *built* through consistent messaging, strategic timing, and creating a sense of urgency and exclusivity that became cultural currency.

*Does your brand have a moment like that?* An annual campaign, a signature product drop, a tradition customers anticipate? If not, you're leaving money (and brand loyalty) on the table. **Brand strategy** isn't just logos and taglines—it's creating *reasons* for customers to show up, year after year.

## The Internet Changed Everything (Obviously)

Then came the '90s and early 2000s, and with it: **the slow death of the mall** and the rise of e-commerce.

Suddenly, the Friday morning circular wasn't enough. Foot traffic was down. Online competition was up. Door busters? Replaced by **limited-edition drops, VIP early access, and email countdown timers.**

Retailers that survived (and thrived) did one thing right: **they adapted their channel strategy without losing their brand.**

Today's Black Friday looks nothing like the original. Sales start on Thanksgiving (or earlier). They stretch through Cyber Monday. Email inboxes explode. Social ads retarget you within an inch of your sanity. And it works because brands learned to meet customers where they are: online, on mobile, scrolling at 11 PM on a couch.

**Modern Black Friday is a digital experience,** and if your brand isn't optimized for it, you're toast. That means:

- **Email sequences that convert** (not just blast and pray)

- **Paid social that doesn't feel like spam** (creative that actually stops the scroll)

- **A website that can handle traffic** (because a slow site is a dead sale)

- **Retargeting strategies that close the loop** (because most people don't buy on the first visit)

This is where **[integrated marketing campaigns](https://thebrandleader.com/services/performance-and-growth/)** come in. You can't just "turn on" Black Friday. You build toward it: brand positioning, audience segmentation, creative assets, and a [tech stack that doesn't crumble under pressure](https://thebrandleader.com/services/tech-and-experience/).

## What Marketers Can Learn From Black Friday's Evolution

Let's cut to it. Here's what Black Friday teaches us about building brands that actually move the needle:

### 1. **Own the Narrative (Even If You Didn't Start It)**

Black Friday went from "employee scam" to "retail goldmine" because someone decided to rebrand it. Your product, service, or industry might have baggage, *reframe it.* Control the story before someone else does.

### 2. **Create Urgency Without Desperation**

Scarcity works. FOMO works. But only if your brand has the substance to back it up. Limited-time offers are great; a limited-value brand is not. **[Brand positioning](https://thebrandleader.com/wp-content/uploads/Brand-Strategy.png)** is how you make sure your "deals" don't cheapen your identity.

### 3. **Go Where Your Audience Is (Not Where You Wish They Were)**

In the '60s, it was newspaper circulars. In the 2000s, it was email. Today, it's TikTok, Instagram, influencer partnerships, and SMS. Don't cling to tactics because they "used to work." Meet your customer where they're scrolling, shopping, and *ready to buy.*

### 4. **Turn Transactions Into Traditions**

Black Friday isn't just a sale—it's a *ritual.* People plan for it. Brands that win long-term don't just chase one-off purchases; they build **experiences people come back to.** That's the difference between a campaign and a **[brand strategy](https://thebrandleader.com/wp-content/uploads/Brand-Strategy.png)** that compounds year over year.

### 5. **Adapt or Die**

Malls didn't kill Black Friday. The Internet didn't kill Black Friday. Brands that refused to evolve? They're gone. **[Digital transformation](https://thebrandleader.com/services/performance-and-growth/)** isn't a buzzword—it's survival.

## So, What's Your Black Friday?

You don't need to be a retailer to learn from this. Every brand has an opportunity to create a moment, own a narrative, and build something customers actually *anticipate.*

Maybe it's an annual product launch. Maybe it's a limited-edition collaboration. Maybe it's a signature campaign that becomes synonymous with your brand.

But **it doesn't happen by accident.** It takes strategy. Positioning. Creative that cuts through. And a team that knows how to turn an idea into a movement.

**Ready to build something bigger than a sale?**
Let's talk strategy. Whether it's naming, brand identity, [creative](https://thebrandleader.com/services/creative-and-content/), [digital campaigns that convert](https://thebrandleader.com/services/performance-and-growth/), or **[ownable brand positioning](https://thebrandleader.com/services/)**, we've helped brands go from "just another company" to unforgettable.

👉 **[Let's build your brand's biggest moment.](https://thebrandleader.com/contact/)**

**P.S.** — If your Black Friday strategy is "send a discount email and hope," we need to talk. Seriously.

---

### 6 Wine Industry Trends You Can’t Ignore in 2025

Source: https://thebrandleader.com/6-wine-industry-trends-you-cant-ignore-in-2025/

As we prepare to step into 2025, the wine industry landscape is more dynamic than ever. With this in mind, we’re predicting an array of trends that will reshape the way wineries approach their marketing and positioning efforts. From embracing technological advancements to adapting to evolving consumer preferences and meeting sustainability initiatives, wineries are currently at an exciting crossroads of tradition and innovation. In this era of rapid change, adaptability and a keen understanding of emerging trends will be key for wineries looking to thrive in the new year. Here are six trends in the wine industry to keep in mind for 2025. 

#### 1. The No-Alcohol or Low-Alcohol Wine Craze Continues

The sober-curious movement seems like it’s here to stay. A growing fascination with no-alcohol or low-alcohol wines has evolved into a significant trend that shows no signs of slowing down in the new year. As consumer preferences have shifted towards healthier lifestyles and more mindful consumption, especially amongst Millennials and Gen Z, demand for alcohol-free and low-alcohol wine options has risen. These consumers are seeking more diversity without compromising on taste or quality. 

Wineries may consider adapting to this burgeoning market segment by enhancing the quality and variety of their no- or low-alcohol wines. Those who aren’t quite ready to change their portfolio with new SKUs should consider fine-tuning their marketing and messaging to highlight the wines in their portfolio that lean towards this trend. This approach could include offering a package of lower-alcohol wine options and showcasing them in an integrated marketing campaign. Additionally, wineries could partner with health-oriented social media influencers like nutritionists, chefs, or yoga instructors to amplify their messaging around wines to fit a healthier lifestyle.

#### 2. Interest in Wines from Unique Growing Areas

On the heels of a few struggling vintages in traditional wine regions like Burgundy, wine prices of classically recognized wines have skyrocketed. Consequently, consumers are ready to venture off the beaten path to wine regions offering more economically priced bottles. For example, lovers of Burgundy may opt for Chardonnay from Jura instead. Or Napa Cabernet enthusiasts can head further south to the robust reds of Paso Robles in Central Coast California. Plus, wines from countries like Turkey, Armenia, Georgia, and Greece are all getting more time to shine. 

Wineries can lean into this trend by focusing on storytelling to highlight what makes their vineyards and wine regions unique. Alternatively, they can promote wineries in their portfolio that are atypical for their region. Regardless of location, there’s bound to be an authentic story to connect with consumers looking for an unconventional wine experience.

#### 3. Crossover Creations: Embracing Wine Cocktails

Wineries can capitalize on the wine cocktail trend in 2025 by using them as a strategic avenue to promote their wines, expand their consumer base, and enhance their overall business. Incorporating wines into innovative cocktail recipes can showcase the versatility of wines while appealing to a broader audience beyond traditional wine enthusiasts. Developing wine-based cocktails allows wineries to engage with consumers in an exciting new way. Considering that 35% of consumers between 21 and 29 years old drink alcohol, [but not wine](https://www.svb.com/trends-insights/reports/wine-report), wine cocktails are an ideal way to generate interest from younger consumers. 

Wineries should collaborate with mixologists to develop enticing wine cocktail recipes they can feature in blog posts on their websites and social media. They can leverage social media even further by partnering with cocktail influencers or collaborating with local restaurants to develop a signature cocktail featuring their wine. Delicious wine cocktail recipes make for a captivating pitch to lifestyle media outlets, especially during the holiday season.

#### 4. Regenerative Agriculture

The wine industry continued to level up its sustainability efforts this year, and by the looks of it, regenerative agriculture is here to stay. Embracing this trend in 2025 enables wineries to minimize environmental impact, contribute positively to local ecosystems, and captivate Gen Z and Millennials consumers driven by marketing and branding related to sustainability.

By employing techniques such as cover cropping, composting, and biodiversity preservation, wineries can improve soil fertility, sequester carbon, reduce water usage, and regenerate soil health. Ultimately, regenerative agriculture leads to healthier vineyards, higher-quality grapes, and even better wine. All while providing an opportunity for captivating storytelling in alignment with consumer values. 

#### 5. The Rise of AI

Generative AI is on the rise, and savvy wine brands will use AI to streamline marketing, customer service, and more in 2025. When it comes to wine marketing and communications, it’s critical to find the balance between using the latest technology and keeping it real. It’s best to think of AI as a virtual assistant who can help brainstorm ideas, write first drafts of content, or give design, image, or content suggestions. But it’s up to the humans behind the brand to create a content strategy, edit and refine written content to ensure it’s on brand, and interact with online audiences in an authentic way. 

Remember, [62% of consumers](https://hootsuite.widen.net/s/mgqjjznhsx/hootsuitesocialtrends2024_report_en) are less likely to trust content if they know an AI application created it. So whether wineries use customer service bots to engage website visitors or ChatGPT to draft their social media content, it’s always a good idea to pepper in genuine interaction and language to maintain a connection with your audience.

#### 6. Digital Engagement Is Here to Stay

In 2025, websites will be as crucial as tasting rooms, and putting off building a community on social media just won’t fly anymore. The most successful wine brands will integrate authenticity across all digital platforms, creating a streamlined user experience that bridges real-life interaction and online engagement. That said, companies should always base their platform selection on ROI. If a social platform isn’t bringing value, it’s not worth the time investment. 

Instead, wineries should focus on mastering a few key platforms to give them the time to understand and engage with their audience, experiment with high-quality content, and stay on top of trends and changing algorithms. It’s worth noting that 34% of users surveyed by [Hootsuite](https://hootsuite.widen.net/s/mgqjjznhsx/hootsuitesocialtrends2024_report_en) said that brands too focused on self-promotion negatively impacted how audiences viewed them. This self-serving impression can be avoided by focusing on storytelling that entertains the audience, captivates users on social media platforms, and moves them to the top of the marketing funnel. 

#### Stay Ahead of the Trends

Not only do we stay on [top of wine industry trends](https://thebrandleader.com/wine-spirits-agency/) at The Brand Leader, but we strategically identify the trends that align with your goals and have the potential to take your brand to the next level. To learn more about how we develop 360° integrated marketing campaigns for wine and spirits brands around the world, [contact us](https://thebrandleader.com/contact/).

---

### How Can Manufacturers Build Digital Marketing Strategies That Work?

Source: https://thebrandleader.com/manufacturers-digital-marketing-strategies-that-work/

In 2026, marketers in manufacturing face more competition, smaller audiences, and higher stakes. 

Procurement teams do their homework,  comparing specs, downloading CAD files, and building shortlists long before they ever reach out to a sales representative. Meanwhile, the competitive landscape has shifted. There are more players, smaller margins, and an increasing transition to AI-assisted, price-driven decisions that used to be based on relationships. At the same time, marketing budgets have shrunk from [10.5% of revenue in 2019](https://www.gartner.com/en/marketing/topics/marketing-budget) to [7.8% in 2026](https://www.gartner.com/en/articles/cmo-spend), while leadership expectations for marketing-driven growth have never been higher. 

The pressure is real. Just getting your products and services in front of more eyeballs is no longer an effective strategy. The manufacturers pulling ahead are consistently doing the right things for the right audience and laying the foundation for AI-driven growth. So how can *you* stay focused and effective in this environment? 

## **Know Your Brand — and Who You Want To Reach **

Key Takeaway

Strategy starts with who you are, not what's trending.

A clear view of your brand and your buyer keeps every channel decision tied to a real business goal.

Before diving into high-ROI digital tactics for manufacturers, you have to understand who you are and who your audience is. Without having a deep understanding of both, your efforts will be misguided and result in misallocation of your resources. 

“Before making any channel decision, answer two questions: What's your business objective? And where do the people you're trying to reach actually live online and off? Every tactical recommendation flows from those two answers.”

- Nick Wheeler, Senior Digital Marketing Director, The Brand Leader

Start with a look inward. Do you know who you are as a company, as a brand? Do you know where you’re headed? When you get that right, your tactics won’t be easily swayed by trends or what your competitors are doing. As [Patty Gallardo](https://thebrandleader.com/team/patty-gallardo/), our Vice President at The Brand Leader® puts it, “It's being authentic to who you are, not just going for what everybody else in marketing feels like you need to be doing." 

Once you know who you are, think about your ideal audience. Who do you need to convince that they need your product to solve their problem or make their lives easier? What do they like? Where do they spend their time? What motivates them, and what are they passionate about? Manufacturers who see a return on their investments are the ones who understand their audience.

When you have a deep understanding of your brand and your audience, you can focus on engaging them in ways that help you meet your business goals and generate a return on investment.

## **High-ROI Digital Tactics for Manufacturers**

Key Takeaway

Invest where buyers do their research.

Layered SEO content, email backed by the right talent, and a website that sells before your reps do deliver the strongest returns.

At TBL, we believe that effective SEO/AEO/GEO content goes beyond the traditional problem-solution framework. It should have three layers: core problem-solution content, adjacent content that captures audiences considering competitor solutions, and behind-the-scenes "how it's made" content that builds brand trust and human connection. 

In his conversations with manufacturing brands, Nick often starts by asking, “What are you better at in the marketplace? And how are you doing it?” Then he listens. The first answer is often the core of the brand, but the conversation usually reveals peripheral strengths and capabilities. 

The fringes matter just as much as the core. By creating fringe content, you’re likely to reach a broader audience and give them more opportunities to evaluate whether your product is what they need. 

While you’re at it, you’ll also want to plan for dual customer journeys. Trends suggest that educational content will increasingly be consumed by AI, so optimizing for answer engines and AI overviews is important. But your human audience still matters. According to [Gartner](https://www.gartner.com/en/marketing/insights/top-priorities-for-cmos-in-2026/unlocked#begin-new), creating moments of emotional connection will continue to be a key focus for effective content creation.

### **Top Content Priorities for Manufacturers**

#### ***Email and Marketing Automation ***

Email marketing continues to rank highly for impact in Gartner's 2026 channel data and is worth the investment. However, the companies with the most success are investing in time and people, not just platform spend. We’re finding that companies willing to invest in email-specific talent or hiring an agency with strong email chops are likely to see greater ROI.

It’s worth noting that the [most recent data](https://www.gartner.com/en/marketing/insights/top-priorities-for-cmos-in-2026/unlocked#begin-new) indicate that “workhorse channels” such as email could be replaced by AI touchpoints in the future. We mention this because we find ourselves in a marketing environment where marketers must prepare their organizations for the transition to more agent-driven buying. 

***Pro tip: Since Apple’s Mail Privacy Protection (2021) made opens unreliable, segmentation now depends on consolidated first-party data, which a proper CRM unifies. But even the best CRM requires trained talent to configure and read the data. ***

#### ***Strategic SEO Plan***

Simply having a website is not an SEO strategy. Increasing organic traffic is a worthwhile endeavor, but you will only see increased traffic when you execute a deliberate content and keyword plan consistently. Manufacturers who skip SEO investment are leaving significant traffic on the table. 

“I had a client who didn't believe SEO was a real thing and ran without it for two years,” Nick shared. “In my third year, they finally allowed me to run an SEO plan, and we quadrupled our traffic within the first six months from organic search.” 

Make the move and invest in a deliberate content and keyword plan tailored to your audience. You’ll lay the foundation for visibility and growth.

#### ***Consistent Messaging Designed To Sell***

Buyers are more likely to close a high-quality deal when website content consistently lines up with what sales reps are saying. In most instances, the spec sheets, case studies, demos, and next steps on your website start selling before your sales reps get the opportunity to make a human connection. Your reps should be trained so that their interactions with potential buyers feel like an extension of the web experience. 

When was the last time you checked in with your sales team to ensure the website includes the sales tools they believe they need to win the deal? Does the website use the same language as the sales team? Or is the website messaging and the sales team misaligned? If there is misalignment, it might be time for some brand work.

Wondering if you need a rebrand?

[Let's Talk](https://thebrandleader.com/contact/)

## **Putting the Strategy To Work in Manufacturing**

Key Takeaway

With a tight budget, you have to choose your priorities.

Pick channels that fit your audience, review them every quarter, and measure the full path from impression to revenue.

As you're building or reevaluating your digital marketing strategy, here are a few steps to help you do it effectively.

### **Acknowledge the Challenge, Then Make Choices**

You're being asked to deliver results now, drive future growth, and transform how you work. As you know, with a constrained budget, you can't do all three equally. Pick your priorities based on your business objectives and your audience, and allocate appropriately. 

### **Choose the Right Channels for Your Audience**

For most manufacturers, SEO/content, email nurture, and LinkedIn will be the channels you want to invest in to reach your audiences. In some cases, traditional placements like trade publications still earn a place, but as part of a focused mix, not a default. 

However, the channel investments that delivered customer impact last year won’t necessarily perform as well in 2026. The [digital channels most at risk from AI disruption](https://www.gartner.com/en/marketing/insights/top-priorities-for-cmos-in-2026/unlocked#begin-new) are those with the highest historical spend and impact. Be sure to review your channel allocation and its performance at least quarterly. As you review, check whether your proven channels are still meeting performance thresholds. If not, be willing to pivot. Staying agile and curious. The willingness to try something new can be your biggest advantage.

### **Integrate Digital and Human**

Don’t worry. The goal does not have to be as lofty as a fully self-service buyer journey. Rep-assisted digital experience tends to be the sweet spot. Use digital to inform and qualify. Use reps to affirm and close. Buyers who use digital tools with a rep are more likely to complete a high-quality deal.

### **Measure the Waterfall **

As you’re evaluating the performance of your channels, track visibility, engagement, and conversion as a system, not separate numbers. Impressions and followers only matter if they connect to demo requests, quote requests, pipeline, and MQL-to-SQL movement, all the way to revenue. If one stage looks disproportionate, figure out why before you spend more.

## **Connect the Right Message With the Right Audience**

Key Takeaway

Being everywhere isn't the goal. Being in the right place is.

The manufacturers who win have a website and a sales team that tell the same story.

Digital marketing for manufacturers isn’t about being everywhere. It's about being in the right place, with the right message, at the right moment in a buying journey. Manufacturers who approach this strategically, who know their audience, pick their channels deliberately, and make sure their digital presence and their sales team are telling the same story are the ones building their pipelines and generating real results.

If you're feeling uncertain about the next step for you and your team, you're not alone. We can help you make sure your strategy is built for your buyer and the future.

[Let's Talk](https://thebrandleader.com/contact/)

---

### Bridging the Ultimate Data Gap in Destination Marketing: Economic Impact

Source: https://thebrandleader.com/bridging-economic-impact-in-destination-marketing/

As a follow-up to our blog about solving ad attribution in the hospitality industry, this serves as a part 2. For Destination Marketing Organizations (DMOs), there’s a further step in the process of attribution that defines their success. This step connects their efforts to the bottom-line that drives their funding on multiple levels: economic impact.

If part 1 taught us anything about how difficult attribution is in a normal hospitality digital funnel, it’s that this exercise is a step closer to impossible.

## **Normal Attribution Funnels in Digital**

Key Takeaway

Economic impact combines the hardest parts of every funnel.

It has the data gaps of lead gen, referral, and brick-and-mortar tracking, all in one business model.

In digital marketing and advertising there are a few normal digital funnels. They can be defined as “standard” categories from which most digital strategies are built. Pretty much any experienced digital strategist will tell you that each of these has about a 90%-built playbook with some fill-in-the-blank discovery exercises we all use to make sure unique business objectives and sales pipelines are accounted for.

### 1. Ecommerce: The Bread-and-Butter Digital Funnel

E-commerce is the simplest funnel (in most cases) for digital advertisers. The reason being, we can calculate the real top-line impact of our advertising dollars directly to revenue, using Return on Ad Spend (ROAS) as our operator. From there, many businesses will expand out to Cost per Acquisition (CAC), and/or a fully-fledged Return on Investment calculation, either of which will factor in various operational costs like staff, management, and cost of goods sold. But ultimately, that friendly top-line ROAS number which connects the “purchase” click up to the ad click is where we live, and how we thrive as digital strategists in this funnel.

### 2. Lead Generation: The Variable but Tested Funnel

In businesses that have longer sales cycles, direct outreach, or variable experiences on offer, the funnel from digital advertising typically ends with a form fill. Determining return form this can require a connection into CRMs (if available) or manual calculations based on close rates and other variables in the sales cycle. But ultimately as long as there are consistent variables to work with, a version of ROAS can be built and utilized as a performance benchmark.

### 3. Referral: The Tech-Stack Dependent Funnel

This is effectively where hospitality sits, aside from the biggest brands. The tracking methods we’re forced to use with 3rd-party booking engines place most of the industry in the bucket of needing to model attribution off referral techniques, which we discussed in detail in part 1.

### 4. Brick & Mortar: The Blurry, Reactive Digital Funnel

When we say “reactive” in this context, we mean that the data comes in over time, rather than being able to measure in real time. With brick-and-mortar digital marketing, we’re sending people to a physical location where decisions can be made completely outside the data-recording digital environment. We use things like promo codes, device offers, and pure “where’d you hear about us” customer service interactions to help with this. Ultimately we need weeks or months of data to see if there are performance ripples in revenue at a physical location before we can understand if our marketing efforts impacted the top (or bottom) line.

### 5. Economic Impact: The (Near) Impossible Digital Funnel

Here’s the challenge: Take the data gaps in funnels 2, 3, and 4, and apply each of them to a single business type. Then, solve for “return.” 

## **Why Economic Impact is So Hard to Calculate**

Key Takeaway

DMOs have to bridge two data gaps, not one.

First they connect ads to bookings, then they connect bookings to what visitors spend on the ground.

Destination marketers face a dual challenge: first, bridging the long-standing data gap within the hospitality industry itself, and second, spanning an even wider divide to trace how those hospitality bookings directly influence on-the-ground consumer spending.

## But, First: Why Does this Matter?

Key Takeaway

For DMOs, proven impact means continued funding.

Real numbers make budget conversations with governing bodies an easier ask.

For DMOs, funding is a measure of economic impact. To oversimplify, If a government entity finds that a DMO is generating tax revenue within their region, funding is a simple matter of ask and receive. But if a DMO can’t prove its value with real data, those governing bodies may be less willing or able to fund marketing efforts, regional programming, and ultimately jobs within the organization. A well-informed data-driven DMO benefits not only from data-based strategic decisions, but also the [increasing value in real numbers during budget discussions](https://www.region-travel.com/dmo-funding-models-under-pressure-transient-occupancy-taxes-membership-dues-and-the-push-for-performance-based-public-budgets).

## What are the Challenges to DMOs Calculating Economic Impact

Key Takeaway

The data exists. Getting to it is the hard part.

Disconnected hotel data, untracked in-person spending, and privacy rules all stand between spend and proof.

**1. Disconnected Data** At the top of the funnel, as we mentioned earlier, there’s already some disconnection that would normally help us validate our marketing efforts against Hotel Occupancy tax data, which is a  major piece of the economic impact puzzle, and the starting point for DMO success metrics. Part 1 addresses how we do this. At scale when we look at a DMO, we multiply that effort out to however many properties within a region, which can vary from tens to hundreds of properties.

**2. Brick & Mortar Spending** Academics from all over the world have spent years refining and debating [how we calculate economic impact](https://www.researchgate.net/publication/266210666_Economic_Impacts_of_Tourism_Industry) regardless of the purpose. On top of that, we have the same issue we discussed in modeling for attribution in brick and mortar earlier. How do we track the dollars spent on the ground back up to our marketing and advertising spend in the digital environment?

**3. Data Privacy Compliance** Skipping forward a few steps, meaning this piece assumes we’ve already solved for the first and second challenge, we run into data privacy issues. Rightfully so, credit card companies, payment portals, and by extension the vendors attached to them, aren’t quick to give away data. [Legality, morality, and risk are major blockers](https://www.researchgate.net/publication/390888649_Ethical_challenges_of_big_data_in_tourism) to understanding who spent which dollars on the ground in a DMO’s region. So then, beyond the attribution gap between spending on the ground and digital advertising, how can we prove that dollars spent were from the people the DMO brought in vs. regular residents?

It may not surprise you, if you’ve read part 1, but the answer to solving these problems is math.

## **So How Do DMOs Solve for Economic Impact Attribution?**

Key Takeaway

The answer is secure data and smart math.

Anonymized transaction data, a local-spending baseline, and probabilistic modeling produce a credible return range.

There are 3 steps we take in solving for the challenges above, after we’ve already solved for attribution within the hospitality industry itself

### **1. Securing Data**

Financial institutions and aggregators (like credit card networks or payment processors) cannot legally or ethically hand over raw transaction logs to a DMO or an agency. So the first step is removing the “individual” from the data. Organizations can run queries inside a secure, encrypted sandbox. By utilizing [Privacy-Enhancing Technologies](https://martinfowler.com/articles/intro-pet.html) (PETs), transaction data can be aggregated, anonymized, and matched against digital audience segments without a single human ever seeing personally identifiable information (PII). While it was listed as the third challenge, addressing it first creates a lot of flexibility in how we can attribute spend on the ground within a DMO’s region.

### **2. Separating the Locals**

We love our residents within DMO regions, but for the sake of our marketing efforts we need to exclude them. A lifetime resident may fluctuate their spend, but they aren’t likely to introduce new money to the region the way tourists will. It’s also worth noting, that if a visitor stays with a local, they [spend 40-50% less per day than if someone stays at a hotel](https://doi.org/10.32920/25246645.v1).

### **3. Building the Bridge**

This is where payment processors, credit card networks, and financial aggregators come in. After passing the data through our security measures we apply a robust probabilistic model to the data, accounting for multiple factors:

- **Seasonality & Baseline:** the model is constantly learning from the last 12-18 months of data, establishing a baseline that allows us to see extra revenue beyond what would be expected from locals or regular visitors.

- **Average Daily Rate (ADR) Fluctuations: **Shifting room rates impacts the tax line and also can have a minor impact on spending behaviors. This must be accounted for in addition to the baseline.

- **Booking-to-Stay Lag: **DMO marketing campaigns begin planting the seed 8-12 weeks before a trip in many cases. Understanding what the lag in economic impact on the ground and booking data is helps factor in revenue spikes and dips against the baseline.

At the end of all that math, we land on a single, tactile output: A probabilistically modeled economic return range. We then use this range, an effective “revenue” number, to calculate return on investment all the way back up at the top where our ad spend and marketing dollars were used months prior to inspire people to stay, play, and spend.

## **The Brand Leader’s Ultimate DMO Payoff**

Key Takeaway

Turn marketing data into a funding argument.

DMOs can show stakeholders how much regional spending each marketing dollar produced.

By combining privacy-compliant financial data with probabilistic attribution models, the The Brand Leader transforms a DMO’s data into a value proposition, offering leverage in both strategic initiatives and budget discussions:

- After clarifying metrics, personalizing to the region, and building the full ad strategy, a DMO rep can walk into funding meetings and say “For every $1 of funding allocated to digital marketing, our model estimates that our region earned $x in on-the-ground merchant spending. Adding that to the impact on Hotel Occupancy Tax creates a full picture that can inform stakeholders on every level of DMO engagement.

- When return is calculable, it informs real-time strategic thinking around economic programming, events, and helps frame the landscape of what drives the highest value impacts on the regional economy.

/contact/

---

### Marriott Solved Ads Attribution. Here’s Why Everyone Else Can’t

Source: https://thebrandleader.com/marriott-solved-ad-attribution/

Walk into any hospitality marketing conference in 2026 and you'll hear the same conversation on repeat: campaigns underperforming, remarketing that misses, offers that vanish into the noise. The instinct is to blame the channel, the creative, or the algorithm. The actual problem usually sits one layer deeper, in the data pipeline that's supposed to connect a booking to the ad that drove it.

For much of the industry, that pipeline is broken.

## **The Main Chokepoint: Booking Engine Data**

Key Takeaway

Big brands own their data. Everyone else rents it.

Third-party booking engines break the link between an ad and the booking it drove, so most properties can't prove what their spend is doing.

A handful of global brands, Marriott, Hilton, and a few others, built their own booking engines years ago. That decision quietly became one of the biggest competitive advantages in hospitality. Their digital ecosystems are closed-loop: a guest clicks an ad, lands on the site, books, and the data flows straight back to the marketing platform. It's why you rarely see these brands at industry conferences asking for help with attribution. They solved it by owning the infrastructure.

Everyone else, boutique hotels, independent resorts, destination marketing organizations (DMOs), soft-branded properties, rely on third-party booking engines and referral platforms. Every one of those third-party handoffs is a place where the customer journey breaks. A guest sees an ad, but the booking engine that closes the sale doesn't report back to the platform that ran it. The result is that most of the industry is spending marketing dollars without being able to prove, or improve, what those dollars actually did.

The truth is in the reporting. Independent hotels now route roughly 63% of bookings through online travel agencies (OTAs) rather than direct channels, and in some markets that share climbs closer to 80%, according to [Cloudbeds' 2026 State of Independent Hotels Report](https://www.asianhospitality.com/otas-vs-direct-bookings-independent-hotels-report/), which analyzed 90 million bookings across more than 180 countries. Every one of those bookings represents a customer journey the property's own marketing data may have never fully captured.

Some booking platforms do offer data back to properties, but that "solution" comes with its own costs. It adds fees on top of already razor-thin margins in a market where price-first shopping and referral commissions eat into revenue. Because most of these platforms weren't built with ad-platform data specifications in mind, integrating what data is available is often slow and manual, a serious liability when advertising in 2026 runs almost entirely on real-time signals.

## **Why Impressions & Clicks Aren’t Important Success Metrics Anymore**

Key Takeaway

Bad data doesn't just underperform. It works against you.

Ad platforms now run on the data you feed them, and incomplete signals waste spend and break remarketing.

For the first couple of decades of digital marketing, hospitality could get away with measuring performance on impressions and clicks. That era is over. Ad platforms are now hyper-sensitive to data quality: the accuracy of what you feed them determines whether they find the right audience, remarket efficiently, or serve your offer to someone who will never book.

Feed a platform broken or incomplete data, and it doesn't just perform worse, it actively works against you. It ends up wasting spend on the wrong audiences, breaking remarketing sequences, and burying offers under noise the algorithm can't resolve. That risk is only growing as AI-driven discovery takes on a bigger role in how guests find and book properties. [Skift's coverage of the shift](https://skift.com/2026/07/31/ai-driven-travel-discovery-hotel-visibility/) has noted that traditional last-click attribution can't capture the value of moments that influence a traveler weeks before they book, which only makes weak, fragmented data more commercially damaging, as agentic AI tools move from generating insight to taking action on it.

## **3 (Not Simple) Existing Fixes**

Key Takeaway

Every current fix has a trade-off.

Modeling isn't accurate enough, APIs are costly to build, and connectors can be marked up 10x or more.

The good news is that this problem isn't unsolved. The bad news is that every existing solution comes with a real trade-off in cost, accuracy, or complexity.

**1. Probabilistic modeling** This approach tells ad platforms the story of the sales funnel without real-time data, by assigning an estimated average value to specific website actions. It requires full access to booking engine data, access some engines don't even grant their own customers. It's also the least reliable option: from our experience with dozens of DMOs, revenue attribution accuracy can swing anywhere from 60% to 95%, which makes it a shaky foundation for forecasting or budget planning. A booking path that starts with a hotel's own campaign but closes on an OTA often shows up in neither the ad account nor an accurate commission ledger, so the model ends up guessing at a gap it can't actually see. It also requires a reactive approach to seasonality and fails to provide clarity on the impacts of major regional or global events such as political discourse, wars, natural disasters, weather, and more.

**2. API integrations** This approach relies on an application programming interface (API) connecting the booking engine directly to a central data hub. It's a stronger option than probabilistic modeling, but that central hub is the catch: if your web analytics stack leans on an unstable industry standard, building one gets expensive fast. Accuracy improves meaningfully with this approach, but the cost, technical expertise, and development time required can stall or block it entirely for smaller properties and DMOs.

**3. Third-party connectors** Equally accurate to API and the fastest option, and unsurprisingly, the most expensive. Vendors that specialize in hospitality connectivity know exactly how valuable this data problem is to solve, and pricing often reflects it, with markups running 10x, 20x, or more over the underlying cost of the technology.

It's worth naming the stakes here directly. OTA commissions already run 15 to 25% per booking, and can push past 30% once preferred-placement fees and promotional tools are factored in, an expense [HSMAI has flagged](https://americas.hsmai.org/insight/chsl-certification-sneak-peek-explore-hotel-distribution-essentials-for-sales-leaders/) as a customer acquisition cost few hoteliers can afford to leave untracked. Layer a 10 to 20x markup for the connector meant to help you compete with OTAs on your own channels, and the economics for independent properties get punished fast.

## **What Sustainable Change Looks Like**

Key Takeaway

Fixing this will take the whole industry.

Either booking engines open up their data, or trade groups build a neutral connector that everyone can afford.

No single current option provides a complete solution for the hospitality industry as a whole. What is truly required is a hybrid approach, one that combines existing methods while eliminating predatory pricing driven by artificial scarcity. Achieving this outcome hinges on pursuing one or both of two distinct paths.

**Booking engines open up their data.** Booking engines must either evolve toward genuinely open connectivity, including architectures that function natively within a property or DMO's website, or, at a minimum, make API access available without imposing enterprise-level pricing. Legacy attribution models often fail to map the full customer journey precisely because a modern guest can interact with five or more touchpoints and multiple devices before booking, a pattern [Google's own travel research](https://www.thinkwithgoogle.com/intl/en-cee/consumer-insights/consumer-trends/digital-traveler-data/) has documented as running weeks longer and requiring dramatically more touchpoints than a single-device journey, and disconnected systems simply can't follow them across it. Data accessibility is table stakes in modern digital marketing almost everywhere else; hospitality is one of a few industries still catching up, and closing that gap is what would let small and mid-sized operators compete with the giants on equal footing.

**The industry builds its own connector.** A neutral, industry-sanctioned third-party connector, architected like the existing solutions but without the price-gouging, would let the entire market benefit from infrastructure that today only the largest brands can access. Private vendors have little incentive to build this, since it undercuts their own margins. That leaves trade associations and industry societies as the more plausible builders: an investment that benefits everyone except the vendors currently profiting from the gap.

https://thebrandleader.com/contact/

## **How The Brand Leader Can Help**

Key Takeaway

The problem is usually upstream of your ads.

We help hotels, resorts, and DMOs fix their data pipeline so they can measure and trust their marketing spend.

None of this makes the fix simple, but it does make it diagnosable. If campaigns are underperforming, remarketing feels erratic, or nobody on the team can say with confidence which channel actually drove a given booking, the root cause is rarely the creative or the media buy. It's almost always upstream, in how, or whether, booking data reaches the marketing platforms at all.

That's the layer we spend most of our time in: helping hotels, resorts, and DMOs untangle their data pipeline so marketing spend can finally be measured, trusted, and improved. Every property's setup is a little different, and so is the right fix.

***The ultimate next step: Connecting Marketing Data to Economic Impact (Blog #2 - Coming Soon)***

---

### What An Agency Holding-Company Acquisition Really Costs The Client

Source: https://thebrandleader.com/what-an-agency-holding-company-acquisition-really-costs-the-client/

If you're the client, you're the last to know.

There's a version of the story the press release always tells. "Strategic acquisition." "Synergies." "Expanded capabilities." A founder smiling in a photo, a logo getting a new parent, a promise that "nothing will change." What it never tells you is that the erosion has already started, and that you, the brand that trusted this agency with your business, won't feel it until the damage is done.

That's the cruel part. When a holding company buys an independent agency, the client never sees the care leaving the room. It happens quietly, in a hundred small places you don't have visibility into. The senior strategist who used to obsess over your account is now spread across six. The idea that would have gotten one more pass doesn't. The thing that should have been flagged isn't. None of it shows up in a status report. By the time it surfaces in your numbers, softer engagement, slipping share, a campaign that just doesn't land the way it used to, it's too late to recapture it. That lost market share doesn't come back. The dozens of small things done wrong, or not done at all, don't get redone.

It's expensive erosion. And you paid premium rates while it was happening.

We know, because we've been on the receiving end of it. When a brand finally leaves a hollowed-out agency and comes to us, they don't arrive with a clean slate — they arrive with a deficit. The first three to six months get burned fixing problems that were never ours, while the new team gets unfairly over-scrutinized for a mess it inherited. That's what the acquisition actually hands the client: a bill that comes due long after the deal was celebrated.

And here's the part that should make everyone in this industry uncomfortable, it isn't an accident. It's the model working exactly as designed.

## **They didn't buy the work. They bought the billings.**

Key Takeaway

What made the agency great doesn't show up on a spreadsheet.

Culture, mentorship, and face time read as cost to a new owner, so they're the first things cut.

Let's be honest about what's actually being purchased. Holding companies aren't romantics. They don't acquire an agency because they fell in love with its culture or its creative bravery. They acquire a revenue line. A client roster. A margin they believe they can widen by stripping out everything they consider "redundant."

You know what gets labeled redundant? The stuff that made the place worth hiring. The senior creative who mentors half the team but doesn't bill enough hours. The account lead's "unnecessary" travel budget, the one that put them across the table from you before every launch. The Friday ritual, the offsite, the slack in the system that let good people do good work. All of it reads as cost on a spreadsheet. None of it reads as value. So it gets cut, along with the quality you were actually paying for.

The heart of the business was never on the balance sheet. Which means, to the people now running the numbers, it may as well not exist.

## **The joy leaves first. Then the people. Then the clients.**

Key Takeaway

Clients hire people, not logos.

When the best talent walks, you're paying premium rates for a relationship that's already gone.

Watch the sequence, because it's almost always the same.

First, the joy goes quiet. New reporting lines appear. Timesheets get more granular. Suddenly there's a process for a thing that used to take a conversation. Work that felt like play starts to feel like compliance. Nobody announces this. People just stop staying late because they want to and start staying late because they have to.

Then the people leave. The best ones go first, they always do, because they have the most options. The culture carriers, the ones who never had a fancy title but made the place feel like home, quietly update their portfolios. What's left is an org chart, not a team.

And then the clients leave too, though they're the last to feel it. Because clients never hired a logo. They hired people, the strategist who understood their business better than they did, the team that answered the phone at 9pm before a launch. When those people are gone, the client is paying premium rates for a relationship that no longer exists. They feel the difference long before they can name it. Then they name it, and they walk, carrying that expensive erosion with them to whoever comes next.

The holding company acquired a thriving agency and, through nothing but its own logic, converted it into a hollow one. And somehow this is considered a successful deal.

## **The founder loses too and almost nobody says it out loud**

Key Takeaway

Ask who owns your agency before you sign.

Earnouts tie founders to results they no longer control, and your account team can disappear in the "efficiencies" that follow.

Here's the punchline the transition narrative leaves out. The founder rarely wins either.

Almost every sale or roll-up ties a meaningful chunk of the owner's payout to client retention and performance metrics targets they now have to hit *after* they've handed over control of the very things that determine them. The team, the budgets, the culture, the day-to-day: all of it belongs to someone else now. But the earnout still depends on outcomes only that intact machine could have delivered. So a lifetime of building toward an exit ends with the founder never earning most of what they were promised.

The deal they thought they'd structured, the one they aligned in their heart around their clients, their team, and their family's financial future, isn't the deal they get. The founder and the clients both heard the same reassuring transition story up front. And both walk away with far less than they hoped, often in ways that are genuinely, financially devastating.

If you're a founder weighing an offer: read the earnout terms as if the culture you're selling will be gone the day you sign, because it might be. And if you're a brand about to hire an agency, ask who owns it. Ask what happens to your team if the parent company decides to "realize efficiencies." Ask whether the people pitching you will still be in the room in two years. The answer tells you almost everything.

## **Independence isn't a limitation. It's the whole point.**

Key Takeaway

Independence protects what can't be bought.

Staying independent means the same people fight for your brand for years, not quarters.

Here's what the holding companies will never put on a slide: staying independent is a choice to protect the things that can't be monetized. The care. The continuity. The freedom to turn down the wrong client and fight for the right idea. The ability to keep the same people across the table from you for years, not quarters.

That's not a smaller way to run an agency. It's a braver one, and for the client, it's the difference between a partner and a line item.

So to the brands tired of watching their trusted partners get swallowed and hollowed out: you have a choice, and you always did. To the talented people wondering whether this industry still has a home for them: it does. It’s in the shops that never sold, and the ones that never will.

The heart of this business was never for sale. Some of us intend to keep it that way.

**Who's with us?**

---

### Why the Moto World Deserves Better Marketing

Source: https://thebrandleader.com/why-the-moto-world-deserves-better-marketing/

There’s a kind of truth that rides on two wheels — one you feel in your chest when the throttle opens and the world blurs past you. It’s loud. It’s dirty. It’s real. It’s not “brand safe,” but it’s deeply human.

Still, despite motorcycles being part of everyday life for over **8% of U.S. households** — one in every twelve homes — the motorcycle world gets sidelined by mainstream marketing. Glossed over. Misunderstood. Dismissed as fringe.

***And that’s the biggest miss of all.***

Because we’re not talking about outdated biker tropes. We’re talking about the full-throttle elegance of a **[Ducati Panigale V4](https://www.ducati.com/us/en/bikes/panigale/panigale-v4)**, the backroad grit of a knobby-tire **[Triumph Scrambler](https://www.triumphmotorcycles.com/motorcycles/classic/scrambler-400-x)** kicking up dust, and the head-turning beauty of a [BMW R nineT](https://www.bmw-motorrad.com.my/en/models/heritage/rninet.html)— a machine that looks like it was forged in a custom garage by gods who read *GQ*.

This isn’t just motorcycling — it’s **culture**.

*Go Fast Don't Die has such a deep following, even tattooing thier logo on their bodies. *

It’s where you find the rebels, the romantics, the ones who do it *their* way. The anti-corporate crowd who still love design, craftsmanship, and story. It’s [Deus Ex Machina](https://deuscustoms.com). It’s [See See Motorcycles](https://www.seeseemotorcycles.com). It’s [Bike Shed](https://bikeshedmoto.com) London. It’s [Fuel](https://fuelmotorcycles.com), [Jane Motorcycles](https://janemotorcycles.com), and [Go Fast Don’t Die](https://www.gofastdontdie.com). It’s purpose-driven people wearing their ethos on their sleeves — and their fuel tanks.

## **So Why Does Moto Culture Get Ignored?**

Because it doesn’t fit neatly into a spreadsheet or slide deck. It doesn’t check the “family-friendly” ad box. And honestly? Most marketers don’t ride. They don’t *get* this world.

That’s the opportunity.

**The Moto Market Is Underserved — and Undeniably Loyal**

This is a community with **high engagement, deep loyalty**, and an appetite for authenticity. It’s a market ready to rally behind brands who speak their language and respect their values.

And guess what? They’re not waiting for you. They’re building their own brands.

Just look at **Go Fast Don’t Die**, a lifestyle brand wrapped in hand-drawn typography and Instagram poetry. Or **Jane**, crafting Brooklyn-made moto jackets that look like art and wear like armor. Or **[Nxwhere](https://www.nxwherecalifornia.com)**, a moto campout for misfits and seekers.

These brands aren’t selling product. They’re selling *belonging*.

**So if you’re going to play in this space, here’s how to do it right:**

## How to Build a Brand That Rides with the Moto Crowd

- **Speak the Archetype**
You’re not a commuter brand. You’re an outlaw. A maverick. Use that voice. Be fearless.

- **Sell the Culture, Not the Product**
The product is the artifact. The brand is the myth. That’s what resonates.

- **Stay Gritty**
Skip the polish. Real riders want dirt under the fingernails. Give them truth, not templates.

- **Get In the Scene**
Sponsor ride-outs. Show up at Bike Shed. Drop a collab with a custom builder. Be *in it*, not just near it.

- **Tell Better Stories**
This audience is cinematic. Give them content with soul. Feature real people. Real rides. Real roads. They don’t want influencers in leather jackets — they want characters who look like they could weld poetry and wrench philosophy.

*Super authentic Nxwhere offers apparel and coffee online and lodging at their CA desert home. *

## **The Bottom Line: Authenticity Wins**

This culture isn’t asking for gimmicks. It’s asking to be *understood*.

And if you can show up honestly — with grit, vision, and a voice that speaks to freedom — they’ll ride with you. Not because they’re easy to win, but because they know what it means when something’s worth the ride.

Because jsut like in the riding world, when it comes to branding there’s no room for half-throttle.

Let’s twist some throttles, kick up some dust, and build something Impossible to Forget™.

---

### Authenticity Is Winning on Social in 2026, and AI Belongs in a Supporting Role

Source: https://thebrandleader.com/authenticity-vs-ai-in-social/

As we move through 2026, one truth about social media has become increasingly clear: audiences are prioritizing authenticity over automation.

There’s real pressure inside marketing teams to move faster and do more. AI promises efficiency and scale. But at the same time, audiences are becoming more sensitive to content that feels manufactured. They can tell when something is rushed. They can tell when it’s generic. And they can tell when there’s no real perspective behind it.

[This doesn’t mean AI is unwelcome in social strategy](https://sproutsocial.com/insights/ai-in-social-media/). In fact, most audiences aren’t rejecting AI outright. What they are rejecting is content that feels generic, rushed, or disconnected from real human experience. Understanding this distinction is critical for modern marketers, especially as AI tools become more powerful and more visible.

The brands seeing sustained success on social media today are those using AI to support human creativity, not replace it.

## AI Anxiety Is Shaping How Audiences Engage With Content

Consumers are becoming more aware of how content is created, and that awareness has introduced what many now describe as AI anxiety. This refers to a growing hesitation or distrust toward content that appears overly automated, repetitive, or emotionally flat.

[Research](https://sproutsocial.com/insights/social-media-trends/) shows that conversations around so-called “AI slop,” low-quality, obviously generated content, skew heavily negative. More than half of mentions express frustration or dislike. Importantly, this backlash isn’t aimed at AI itself. It’s aimed at content that feels uncurated or published without human judgment. Studies show audiences often evaluate AI-generated content more critically once they’re aware of how it’s created, a trend reflected in [Pew Research Center findings](https://www.pewresearch.org/science/2025/09/17/how-americans-view-ai-and-its-impact-on-people-and-society).

By contrast, sentiment around AI-generated content overall is far more balanced. Neutral and positive reactions dominate, signaling curiosity and conditional acceptance. Audiences aren’t opposed to AI as a tool: they’re opposed to shortcuts that undermine quality.

This isn’t a subtle shift. Audiences increasingly want to feel that a real person stood behind the message. When content feels automated, repetitive, or emotionally flat, it signals distance. Distance erodes brand equity.

The takeaway for marketers is straightforward: efficiency cannot come at the expense of trust.

## Why Authenticity Is Outperforming AI Efficiency on Social

[Social media has always been relationship-driven](https://www.hootsuite.com/research/social-trends), but that truth is being reinforced in 2026. . Moreover, it is also reputational.  Audiences want to know who they’re hearing from. They’re looking for perspective, context, and accountability. Those are signals that only humans can fully provide.

This is why content featuring real employees, founders, creators, and subject-matter experts continues to outperform highly polished but impersonal posts. Imperfect delivery, unscripted moments, and firsthand insight feel more trustworthy than flawlessly optimized content with no visible owner.

Related Article: [How to Market to Generation Z](https://thebrandleader.com/how-to-market-to-generation-z/)

AI can analyze performance data, surface trends, and streamline workflows. What it cannot replicate is lived experience, intuition, and judgment. When brands lean too heavily on automation, their voice begins to flatten. The cadence may hold. The posts may go out. But distinctiveness erodes.

For marketing leaders, that’s the real risk. Not that AI will fail. Rather, over-optimization slowly makes the brand feel interchangeable.Authenticity isn’t about abandoning strategy. It’s about ensuring that strategy never erases the human behind the message. Broader trust research supports this shift, with findings from the [Edelman Trust Barometer](https://www.edelman.com/trust/trust-barometer) showing audiences reward transparency and human connection.

## The Most Effective Role AI Plays in Social Media Today

The strongest social teams in 2026 are using AI behind the scenes, not at the center of their content.

AI is proving most valuable when used to:

- Identify trends and audience behavior

- Accelerate research and early ideation

- Improve reporting and performance analysis

- Support drafting, outlines, and testing

Human creators still make the final call. They shape the voice. They decide what’s worth publishing. AI speeds up the process, but humans protect the meaning.

This balance is what builds trust in an era defined by AI anxiety.

Related Article: [Brand Communities: The Power of Engaging Beyond Likes](https://thebrandleader.com/brand-communities-the-power-of-engaging-beyond-likes/)

## What Marketers Should Do Next

For brands looking to lead with confidence on social in 2026, a few priorities stand out:

- **Use AI as an assistant, not an author**
Let AI improve efficiency, not define your brand voice or point of view. Define AI’s role as it operates in your brand system so it doesn’t become your brand system.

- **Put real people front and center**
Faces, opinions, and lived experience build credibility faster than perfect AI execution ever could.

- **Edit every post for humanity**
Implement a humanity filter. If something feels generic, it probably is. Add context, specificity, and perspective before publishing.

- **Optimize for trust, not volume**
Measure trust alongside performance. Fewer, more meaningful posts will consistently outperform high-output, low-intent content. In a landscape saturated with automation, discernment becomes a strategic advantage.

This is not a choice between technology and authenticity. The future belongs to brands that combine both thoughtfully. AI should increase clarity and capability. It should not compromise character. For marketing leaders, the responsibility is clear.

Protect the voice of the brand while modernizing the systems behind it. Authenticity is not a trend. It is a long term asset. The brands that understand that will outlast the efficiency cycle.AI should be used intentionally, transparently, and in service of real connection. That’s where authenticity *wins*.

### A Final Note

As authenticity continues to define what performs on social media, having the right environment (and the right support) matters more than ever.

That’s why we recently launched The Brand Leader Studios: a space designed to help brands create human-led, strategy-backed content that feels real, intentional, and aligned with how audiences engage today. From lo-fi social shoots to more structured campaigns, our studios are built to support content that puts people and your product (not platforms or automation) at the center.

If you’re navigating AI anxiety, evolving social expectations, or simply want a clearer strategy for showing up authentically in 2026, we’re here to help. Whether you need guidance on social strategy, content planning, or execution, our team works alongside brands to ensure technology supports creativity. Not replace it. Technology will continue to evolve. Your brand voice should not. Click [here](https://thebrandleader.com/) to start a conversation about your social strategy and learn how our Studios can level up your content production.

---

### Why European Wine Brands Struggle in the U.S. Market

Source: https://thebrandleader.com/why-european-wine-brands-struggle-in-the-u-s-market/

European wine brands often enter the United States expecting quality and heritage to carry them. The wine earns respect, but the brand stalls. The reason is rarely the wine. It is that the U.S. market runs on different rules than most international producers expect. Below are direct answers to the questions producers ask most.

## Why do European wine brands struggle to break into the U.S. market?

Their wine is strong, but the American market does not reward quality alone. The U.S. is fragmented, relationship-driven, and culturally specific. Brands that win treat distribution as one part of a larger system that also includes PR, hospitality, social discovery, and search visibility. Brands that lean on quality and heritage alone tend to stall.

## Is the U.S. a single wine market?

No. It has dozens of regional markets operating at once, each with its own regulations, distributor priorities, pricing sensitivity, and consumer habits. New York behaves differently from Texas. Charleston behaves differently from Chicago. A national plan that ignores regional differences rarely works.

## How does the U.S. three-tier distribution system work?

Producers sell to importers and distributors, distributors sell to retailers and restaurants, and retailers sell to consumers. Every state administers this differently, and distributors carry far more brands than they can actively push. Placement is where the work begins, not where it ends.

## Is distribution enough to build a U.S. wine brand?

No. Distributors increasingly back brands that already show consumer demand, hospitality presence, media coverage, and online visibility. They want momentum they can ride, not products they have to build from zero.

## How do American consumers discover wine today?

Through restaurants, travel, social content, creators, and recommendations, usually well before they see a bottle on a shelf. A chef's Instagram story or a sommelier's recommendation often drives the first purchase. Retail discovery now tends to confirm interest rather than create it.

## Do younger Americans still drink wine?

Yes. The idea that younger generations have abandoned wine misreads the behavior. They still gather around food, travel, and shared experiences. They simply find brands through social and cultural channels rather than traditional wine marketing. Creators like Samm the Somm have built large audiences by making wine feel approachable and worth sharing.

## Why does PR matter for wine brands in the U.S.?

PR builds the credibility that distributors, sommeliers, and media look for, and it now feeds discovery directly. Search engines and AI tools weigh media mentions and authority signals when they decide which brands to surface. A U.S. agency with real media and hospitality relationships can shorten the path to traction.

## How does AI search affect wine brand discovery?

Tools like ChatGPT, Gemini, Claude, and Perplexity recommend brands based on media coverage, social relevance, hospitality mentions, and recurring associations across the web. A brand with little verifiable presence is unlikely to be surfaced. PR, content, and social activity are now part of how a brand gets found, not just how it is perceived.

## How big is wine tourism in the U.S.?

According to WineAmerica, wine tourism contributes more than $100 billion a year to the U.S. economy once lodging, dining, travel, and related spending are counted. Younger consumers in particular connect wine with travel and lifestyle, which makes destination experiences a strong entry point. The Brand Leader has seen this firsthand through its work with Biltmore Wines in Asheville, North Carolina.

## What makes wine brand storytelling work in America?

Heritage language like craftsmanship, tradition, and terroir is true but interchangeable, so it rarely sets a brand apart. The brands people remember start from something true about themselves, frame it with real tension, and express it in a way nothing else in the category does. Consumers buy identity and experience, not tasting notes.

## Why does American-specific creative matter?

Creative that lands in Europe does not automatically land in America. Luxury cues, packaging, tone, and hospitality language often read differently here. Localizing the expression, without losing the authenticity, is what makes a brand legible to American consumers.

## What does it take to succeed in the U.S. wine market?

Visibility alone is not enough. The brands that break through combine trust, PR, hospitality, search and AI discoverability, regional strategy, and emotional connection at the same time. In this market, the brands people remember are usually not the ones with the best wine. They are the ones that became part of the conversation around it.

---

### Social Is Becoming Gen Alpha’s Search Engine

Source: https://thebrandleader.com/social-is-becoming-gen-alphas-search-engine/

## Why This Matters Now

For years, marketers treated social media and search engines as two entirely different worlds.

Search was where people went with intent. Social was where people went for entertainment, distraction, or connection. One was supposed to help you find answers. The other was supposed to help you pass time. That distinction is disappearing quickly, especially among younger audiences.

Generation Alpha, the first generation raised entirely inside algorithm-driven ecosystems, increasingly uses platforms like TikTok, Instagram, YouTube, Reddit, and Snapchat not just socially, but behaviorally. These platforms are becoming recommendation engines, trust engines, validation engines, and in many cases, search engines all at once.

And honestly, if you had told me 25 years ago, or even 5 years ago, that I'd be sitting here in my late 50s as a branding agency founder writing about TikTok search behavior, social algorithms, GEO, and AI discoverability, I probably would've laughed.

But the deeper I've immersed myself into digital strategy to grow our agency and support my team over the last several years, the more I've realized something important: the platforms change, but human behavior really doesn't.

At the end of every search, click, recommendation, and buying decision, our agency [President/CBO, Michael Catanzaro,](https://www.linkedin.com/in/mcatmktg/) often reminds me there's still a human being on the other side asking a few fundamental questions:

Can I trust this?
Do these people understand me?
Does this feel credible?
Does this feel relevant to my life?

That's why this shift matters far beyond social media. It's changing how discovery itself works.

## What Is Social Search?

Social search refers to people discovering information, brands, products, recommendations, and experiences directly through platforms like TikTok, Instagram, YouTube, and Reddit instead of starting with traditional search engines.

And increasingly, younger audiences trust those platforms more because the experience feels human.

Think about the last time you planned a trip.

Maybe you were heading to Charleston, Nashville, New York, or Scottsdale and wanted a great coffee shop, rooftop bar, restaurant, or boutique hotel recommendation.

Odds are, especially if you were under 35, you probably didn't start with Google.

You opened TikTok. Or Instagram. Or YouTube.

And what you were really looking for wasn't just information. You were looking for reassurance.

You wanted to see the food, hear someone react to it, read comments, watch the atmosphere, and decide whether the people recommending it felt trustworthy or aligned with your taste.

Amy and I laugh about this all the time now. Between our own travels and our New York PR team constantly trading restaurant and hotel recommendations, we've realized how rarely discovery even starts with traditional search anymore.

A few months ago, we were texting with teammates and friends about where to go in New York, Charleston, and Nashville. Places like [Via Carota](https://www.viacarota.com/), [Husk](https://huskrestaurant.com/locations/charleston), and [The Catbird Seat](https://thecatbirdseatrestaurant.com/) kept coming up repeatedly, not because someone sent us a search result, but because people kept passionately describing the experience. The food, the atmosphere, the energy, the feeling walking out afterward.

(And if you're thinking, “Did he just shamelessly plug those places hoping for a comp drink and appetizers next time?” I mean… maybe.)

But that's the point.

Nobody was sharing rankings. They were sharing conviction.

Traditional search often feels like reading a directory. Social search feels more like overhearing trusted recommendations at a crowded dinner party in real time.

That's a massive behavioral shift.

## Why Gen Alpha Uses Social Like a Search Engine

Generation Alpha has grown up in a world where algorithms constantly personalize information around them. They discover products, destinations, creators, trends, and opinions through personalities and communities they already trust.

Traditional search can feel clinical and overly optimized.

Social content feels immediate, visual, emotional, and human.

That distinction matters because younger audiences increasingly prioritize:

- authenticity over polish

- recommendations over rankings

- creators over corporations

- experience over messaging

Nick Wheeler, our Senior Director of Digital at The Brand Leader, says something internally and to clients all the time that I think captures this shift perfectly:

*“Search used to be about finding answers. Increasingly, social search is about finding reassurance.” — [Nick Wheeler,](https://www.linkedin.com/in/nick-wheeler-55958323/) Senior Director of Digital, The Brand Leader*

That's such an important distinction.

People are no longer simply searching for the “best” option. They're searching for signals that help them feel confident before making a decision.

## Why This Changes SEO

One of the biggest misconceptions right now is that social search replaces SEO.

It doesn't.
It expands it.

SEO is no longer just about keywords and rankings. It's increasingly about discoverability across ecosystems.

Google now regularly surfaces TikTok videos, Reddit discussions, YouTube Shorts, and creator content directly in search results because those signals increasingly influence trust and engagement.

That means modern SEO strategies can no longer operate independently from social ecosystems.

Social increasingly shapes:

- awareness

- trust

- authority

- engagement

- contextual relevance

- brand familiarity

…long before conversion happens.

Companies like [HubSpot](https://www.hubspot.com/) demonstrated years ago how educational content and discoverability ecosystems could compound into enormous long-term authority. Today, social content is becoming another major layer in that ecosystem.

## What Is GEO?

Generative Engine Optimization (GEO) is the practice of improving how brands appear inside AI-generated answers from systems like ChatGPT, Gemini, Claude, and Perplexity.

Unlike traditional search engines, AI systems increasingly synthesize information instead of simply returning links.

That changes discoverability significantly.

These systems evaluate recurring authority signals: who gets cited, discussed, referenced, trusted, and consistently associated with expertise.

In other words, social content is no longer only influencing audiences.

It's influencing algorithms and AI systems too.

That's why the lines between SEO, social media, PR, content strategy, thought leadership, and GEO are blurring so quickly.

## Social Search Is Emotional Search

This may be the most important shift brands need to understand.

Traditional search prioritized accuracy.

Social search prioritizes confidence.

People are often not just asking:

- “What's the best running shoe?”

- “What's the best hotel in Charleston?”

- “What's the best bourbon?”

They're really asking:

What feels trustworthy?
What feels culturally relevant?
What feels like people like me would actually enjoy?

That's why brands that understand human behavior increasingly outperform brands that simply understand algorithms.

Algorithms evolve constantly. Human psychology moves much slower.

## Why Authenticity Is Quietly Becoming a Ranking Factor

Younger audiences have become remarkably skilled at spotting overly polished or overly corporate content.

Ironically, the more “perfect” content feels, the more trust it can lose.

That doesn't mean professionalism disappears. It means brands increasingly need emotional credibility alongside visual polish.

Brands like [Duolingo](https://www.duolingo.com/) understood this early. Their social strategy worked not because it felt overly branded, but because it felt self-aware, culturally fluent, and native to the platform itself.

[Liquid Death](https://liquiddeath.com/) did something similar in a completely different category. Instead of behaving like a traditional bottled water company, they leaned fully into humor, absurdity, entertainment, and cultural participation. Whether people loved the brand or hated it, they remembered it.

[Stanley](https://www.stanley1913.com/) offers another interesting example. A product that had existed for decades suddenly became culturally explosive not because of traditional advertising, but because social ecosystems transformed it into an identity signal tied to lifestyle, community, aesthetics, and belonging.

That's increasingly how discoverability works socially.

The brands that stand out are often the ones willing to feel human enough to participate culturally instead of simply broadcasting messaging.

## How This Is Reshaping Travel, Wine, and Lifestyle Brands

Travel and tourism may be one of the clearest examples of social becoming a search engine.

Younger travelers increasingly discover destinations through TikTok itineraries, creator travel diaries, Instagram Reels, YouTube travel content, and local recommendation videos long before they ever visit a tourism website.

That changes the role of destination marketing entirely.

The destinations gaining momentum are not simply promoting attractions. They are creating emotionally immersive storytelling ecosystems that help potential travelers picture themselves there before they ever book a trip.

Brands like [Airbnb](https://www.airbnb.com/) accelerated this shift by making travel discovery feel experiential, personal, and community-driven instead of transactional. That one is especially interesting to me personally because Amy and I have owned several Airbnbs over the years, so I've probably paid closer attention than most people to how they position experiences, create emotional connection, build host and traveler trust, and foster a sense of community and belonging instead of simply marketing “places to stay.”

That's a huge distinction.

At The Brand Leader, we see this firsthand in travel and tourism marketing. Increasingly, the destinations winning attention are the ones creating “save-worthy,” emotionally resonant, culturally native content that feels discoverable organically inside the platforms where younger audiences already spend their time.

## What Wine and Spirits Brands Should Understand

Wine and spirits brands are seeing similar changes, especially among younger legal-age consumers entering premium and experiential categories.

Historically, discovery often happened through hospitality, retail placement, critic reviews, or traditional advertising. Today, social increasingly influences brand perception, cocktail culture, lifestyle association, experiential relevance, and even direct-to-consumer purchasing behavior.

Consumers now discover wines, spirits, bars, restaurants, and hospitality experiences through creators, sommeliers, mixologists, and personalities they follow socially. In many cases, they are not just buying a product anymore. They are buying participation in a lifestyle, community, or experience they emotionally connect with.

Brands like [Liquid Death](https://liquiddeath.com/) helped demonstrate how lifestyle-driven storytelling and cultural participation can create exponentially more visibility than product-first advertising alone. That same philosophy increasingly applies across wine and spirits categories where identity, culture, and emotional association often influence younger consumers more than traditional advertising alone.

We've seen this shift firsthand through our longtime client relationship with [Free the Grapes!](https://freethegrapes.org/), a wine industry coalition we've worked with for nearly two decades focused on expanding legal direct-to-consumer wine shipping access across the United States.

What's interesting is that even though their mission centers heavily around DTC wine shipping legislation and consumer access, the customer journey itself has changed dramatically over the years. Increasingly, consumers are not discovering wineries solely through traditional wine publications or retail channels first. They're discovering them socially through vineyard stories, winemaker personalities, tasting experiences, hospitality content, food pairings, travel creators, and lifestyle-driven recommendations shared across social platforms.

Even direct-to-consumer purchasing behavior is increasingly being influenced upstream by social trust signals and creator-driven discovery.

That's a major shift for the wine industry because historically, discovery and transaction often lived separately. Today, social increasingly influences both.

## Why Financial Brands Should Pay Attention Too

At first glance, social search may feel less relevant for financial institutions and professional services firms.

That would be a mistake.

Younger audiences increasingly use social platforms to learn financial concepts, evaluate credibility, consume educational content, and validate expertise before ever speaking with an advisor.

That doesn't mean complex financial decisions happen entirely through TikTok. It means trust-building increasingly begins there.

Companies like [HubSpot](https://www.hubspot.com/) demonstrated years ago how educational ecosystems could compound into enormous long-term authority and discoverability. Financial brands are beginning to apply similar models through podcasts, executive thought leadership, educational video content, and approachable expertise.

And honestly, this is where understanding human behavior matters again.

Whether someone is choosing a financial advisor, a bourbon brand, a travel destination, or a pair of running shoes, people rarely buy based on information alone. They buy based on trust, familiarity, confidence, and emotional alignment.

## How Active Lifestyle Brands Are Winning

Active lifestyle and outdoor brands may understand this shift better than almost any category because community has always been central to their growth.

Younger consumers increasingly discover gear, recovery products, endurance brands, wellness concepts, and fitness trends through creators and communities instead of traditional advertising.

Brands like [Nike](https://www.nike.com/), [Alo Yoga](https://www.aloyoga.com/), and [Lululemon](https://shop.lululemon.com/) built ecosystems that extend far beyond products. They built identity, aspiration, belonging, and cultural participation.

That distinction matters because Gen Alpha increasingly follows communities before they follow brands.

## What Brands Should Do Now

Brands targeting Gen Alpha and younger audiences should stop viewing social as simply a promotional distribution channel.

Social is increasingly functioning simultaneously as a search engine, trust engine, recommendation engine, validation engine, and cultural participation engine. That changes strategy significantly.

The brands adapting best are investing more heavily in creator partnerships, native short-form video, educational content, conversational storytelling, community-building, thought leadership, and integrated SEO/GEO strategies that recognize discoverability no longer happens in one place.

It happens across ecosystems.

## The Bottom Line

Generation Alpha is not just changing where discovery happens. They are changing what trust looks like online.

That shift will increasingly reshape SEO, GEO, branding, content strategy, AI discoverability, PR, social media, and digital authority over the next several years.

The brands that adapt earliest will not simply gain attention. They will gain contextual relevance in the environments where future customers increasingly discover, evaluate, and trust brands.

At The Brand Leader, we believe the future belongs to brands willing to understand not just where audiences are, but how audiences are evolving.

Because in the AI era, visibility is no longer only about being found.

It is about being trusted where discovery actually happens.

---

### Why PR Is the Missing Link in Most Digital Strategies

Source: https://thebrandleader.com/why-pr-is-the-missing-link-in-most-digital-strategies/

## How Public Relations Impacts SEO, AI Visibility, Digital Authority, and Brand Trust

### TL;DR for Leaders

Most digital strategies focus heavily on paid media, SEO, content, and performance marketing while underestimating one of the most powerful drivers of authority and visibility: public relations.

Today, PR doesn't just influence reputation.

It influences:

- SEO performance

- AI search visibility

- Brand authority

- Entity recognition

- Trust signals

- Generative engine recommendations

- Digital discoverability

In an AI-driven world, brands that are talked about credibly across trusted platforms gain disproportionate visibility.

PR is no longer separate from digital strategy. It's one of the engines powering it.

## The Problem With Most Digital Strategies

The trap many digital agencies fall into is treating PR as an afterthought, or worse: not considering it at all. At [The Brand Leader](https://www.thebrandleader.com/), we see PR differently.

When we brought in our seasoned PR team in 2022, complete with decades of experience in wine, spirits, hospitality, tourism, and lifestyle brands, we weren't simply adding another service line.

We were solving a strategic gap. Yes, it gave us a New York office and presence, but more importantly, it gave our clients something increasingly rare: a PR team integrated directly into digital strategy, SEO thinking, brand storytelling, and authority-building efforts.

That combination matters more today than ever before, because digital marketing is no longer just about impressions, clicks, dashboards, or campaign performance.

Increasingly, it's about trust.

## Why PR Matters More in the AI Era

Historically, PR was often viewed as:

- Awareness

- Reputation

- Media relations

- Earned coverage

And digital was viewed as:

- Performance

- Measurable ROI

- SEO

- Conversion optimization

- Paid media

Those worlds are now converging, because search itself is changing. AI-driven systems like OpenAI ChatGPT, Google Gemini, Anthropic Claude, and Perplexity are increasingly shaping how brands get discovered, evaluated, and recommended, and those systems rely heavily on signals of authority and credibility.

Many of those signals come directly from PR.

## How PR Impacts SEO and AI Visibility

### What signals do AI systems evaluate?

AI systems increasingly evaluate:

- Trusted mentions

- Publication authority

- Semantic relationships

- Entity recognition

- Third-party credibility

- Contextual relevance

- Expertise consistency

- Digital footprint strength

PR directly contributes to all of these. This is one of the biggest misunderstandings in modern digital strategy: PR is no longer only about media exposure.

It's about discoverability.

## What Is Digital PR?

Digital PR is the strategic process of earning credible visibility, authority signals, media coverage, and contextual mentions that strengthen both brand trust and digital discoverability.

Too often, "digital PR" gets reduced to backlink chasing, and that's a shallow interpretation. True digital PR is about authority, narrative shaping, entity building, semantic relevance, trust amplification, and reputation reinforcement.

Every article, mention, interview, and feature becomes a signal that tells search engines your brand matters, AI systems your brand is relevant, and audiences your perspective carries weight.

That's what creates compounding authority over time.

## Why Mentions Matter More Than Ever

For years, SEO focused heavily on backlinks. Links still matter, but increasingly, mentions themselves are becoming critical authority signals, especially in AI-driven environments.

Generative engines analyze:

- Who talks about you

- Where you appear

- What context surrounds your brand

- What industries associate with you

- What expertise signals repeatedly emerge

This is called entity and semantic relationship building. In simple terms, AI systems are learning what your brand "means" based on repeated contextual associations across the web.

PR helps shape those associations.

## How PR Shapes Brand Entity Recognition

Search engines and AI systems increasingly think in terms of entities rather than just keywords.

An entity can be a brand, person, destination, organization, product, and even an entire category. The stronger and clearer your entity relationships become, the easier it is for AI systems to understand and recommend your brand.

PR accelerates this dramatically. For example, if a wine brand consistently appears in discussions around:

- Premium hospitality

- Sustainable winemaking

- Luxury travel

- Culinary experiences

- Sommelier culture

AI systems begin associating that brand with those topics semantically. That expands discoverability far beyond traditional SEO tactics.

## Why Trust Signals Are Becoming More Valuable Than Traffic

We're entering an era where trust signals increasingly outperform raw traffic volume. That's a major shift. Historically, more clicks often meant more visibility.

Now, more authority increasingly means more recommendations, and recommendations are becoming the new battleground. That's because consumers increasingly ask AI systems questions like:

- "What's the best boutique winery in Napa?"

- "What financial firms specialize in family-owned businesses?"

- "What coastal destinations feel authentic but less crowded?"

- "What active lifestyle brands are most trusted by endurance athletes?"

AI systems don't simply return advertisements, they synthesize trust signals. PR heavily influences those signals.

## Why PR Creates Long-Term Digital Equity

One of the biggest advantages of PR is that its value compounds over time. Paid campaigns stop when spending stops, and PR-driven authority tends to accumulate. A respected article, an executive interview, a podcast appearance, a national publication mention, an industry feature.

Those assets continue signaling credibility long after publication, and that creates durable digital equity, especially when integrated with SEO, content strategy, thought leadership, social amplification, and executive visibility.

This is where many brands dramatically underestimate PR's role in long-term growth.

## Why Integrated PR and Digital Teams Matter

One reason many PR efforts underperform digitally is because PR and digital teams operate separately. Traditional PR agencies often focus heavily on placement volume, and traditional digital agencies often focus heavily on metrics and performance dashboards.

The strongest strategies integrate both. At [The Brand Leader](https://www.thebrandleader.com/), our PR team works directly alongside our SEO strategists, content, social, and paid media teams, branding specialists, and leadership visibility initiatives.

That integration matters because authority is no longer built in silos, and every channel now influences every other channel.

## How PR Strengthens Travel and Tourism Brands

Travel and tourism brands increasingly compete on cultural relevance, emotional identity, credibility, and memorability (not just advertising spend). PR helps destinations become part of broader conversations around:

- Lifestyle

- Culture

- Food

- Hospitality

- Experience

- Authenticity

That's critical because AI systems increasingly prioritize destinations with clear identity, strong authority signals, emotional differentiation, and contextual relevance. Destinations that rely purely on paid traffic often struggle to build lasting authority.

## How PR Impacts Wine and Spirits Brands

Wine and spirits brands operate heavily on perception, credibility, and storytelling. PR plays a massive role in shaping:

- Category authority

- Sommelier awareness

- Hospitality relationships

- Experiential positioning

- Luxury perception

- Industry relevance

For brands in crowded categories, PR often becomes the differentiator between "known" and "respected." That distinction matters enormously in AI-driven discovery environments.

## How PR Supports Active Lifestyle Brands

Active lifestyle brands thrive on:

- Credibility

- Community influence

- Athlete trust

- Authentic storytelling

- Earned advocacy

PR amplifies those signals in ways paid campaigns alone rarely achieve, and editorial trust often carries more emotional weight than ads, especially in enthusiast-driven categories.

That's one reason integrated PR and digital strategies have become increasingly important for outdoor and active lifestyle brands.

## Why This Matters Right Now

We're moving from a purely transactional internet toward a recommendation-driven internet, and that's a profound shift. Visibility is no longer only about ranking, impressions, and paid reach.

Increasingly, it's about authority, trust, credibility, recognition, relevance, and repeated expertise signals. The brands that win will be the ones that show up credibly wherever conversations happen:

- Google

- ChatGPT

- Gemini

- Industry publications

- Podcasts

- Social channels

- Earned media

- Thought leadership environments

That's why PR is no longer optional. It's becoming foundational.

## Frequently Asked Questions About PR and AI Visibility

### Does PR help SEO?

Yes. PR contributes to SEO through authority signals, backlinks, brand mentions, semantic relationships, and increased trust signals across search ecosystems.

### How does PR impact AI search?

AI systems evaluate credibility, expertise, contextual mentions, and entity relationships. PR strengthens all of those signals.

### What is digital PR?

Digital PR is the strategic use of earned media, authority-building, and brand storytelling to improve online visibility, credibility, discoverability, and trust.

### Why are brand mentions important for AI?

AI systems increasingly evaluate contextual mentions and semantic relationships to determine authority and recommendation relevance.

### Is PR more important in the AI era?

In many ways, yes. As AI systems increasingly shape discovery and recommendations, credible third-party validation becomes significantly more valuable.

## The Bottom Line

PR is no longer simply about publicity. It's about authority, trust, and shaping how both humans and AI systems understand your brand.

Without PR, many digital strategies become overly transactional and increasingly fragile. With integrated PR, brands build credibility that compounds across:

- SEO

- AI visibility

- Thought leadership

- Discoverability

- Recommendation ecosystems

- Long-term brand equity

In an AI-driven world, being referenced matters more than ever, and PR is one of the strongest ways to earn those references.

---

### Stop Asking “How Much Should We Spend on Marketing?”

Source: https://thebrandleader.com/stop-asking-how-much-should-we-spend-on-marketing/

*The Better Question for 2026 and Beyond: "Where Should We Build Brand Authority?"*

## Why This Question Is Costing You Growth

For years, marketing budget conversations revolved around percentages. What portion of revenue should go to advertising? How much to SEO, social media, events, or paid search? Those questions still matter, but heading into 2026 and beyond, they are dangerously incomplete.

The bigger shift underway is not simply about how much brands spend. It is about how customers discover, evaluate, and ultimately trust brands in an environment shaped by AI-powered search, generative recommendations, rising acquisition costs, and collapsing organic reach.

More and more, buyers are relying on trusted voices, communities, thought leadership, and AI-generated recommendations to determine who deserves their attention. The brands winning this era are not just rethinking budgets. They are rethinking what actually creates brand authority: how that authority functions as a growth engine, not a line item.

*"Brand is no longer a marketing investment. It is a growth infrastructure decision."*

## Why Traditional Marketing Allocation Models Are Breaking Down

For decades, marketing budgets were built around relatively predictable silos. Television, print, radio, outdoor, search, social, and events operated independently from one another. That model is now obsolete.

Today, everything influences everything else. PR impacts SEO. Thought leadership accelerates sales velocity. Executive visibility shapes brand trust long before a prospect enters a funnel. Community drives retention. Original content influences AI discoverability. Earned media determines how large language models and generative search engines understand and surface your brand.

This interconnected reality is why isolated channel thinking is failing brands. The companies growing fastest are not optimizing individual channels. They are building integrated authority ecosystems where credibility compounds across every touchpoint, feeding the algorithms, both human and machine, that determine who gets found.

## Marketing Has Shifted from Traffic Generation to Trust Infrastructure

Historically, many businesses treated marketing as a traffic-generation exercise. More impressions meant success. More clicks meant visibility. That era is ending.

In an AI-driven discovery environment where Google AI Overviews, ChatGPT, Perplexity, and similar tools increasingly serve as the first stop in a buyer's journey, visibility depends on something fundamentally different than bidding on keywords. It depends on whether your brand is contextually understood, consistently positioned, and trusted across credible sources.

Generative Engine Optimization (GEO) is emerging as the successor discipline to traditional SEO. Where SEO prioritized keywords and backlinks, GEO prioritizes semantic authority: being referenced, cited, and contextualized within trusted content ecosystems that AI systems draw from when generating recommendations.

This is why smart CMOs are reallocating budget toward thought leadership, executive visibility, PR, owned media, podcasts, educational content, creator partnerships, and authority-building SEO. These investments do more than generate short-term traffic. They build durable brand authority that compounds over time and feeds AI discoverability in ways that paid media cannot replicate.

*"In an AI-first search environment, brand authority is your SEO strategy."*

## So, How Much Should Brands Actually Spend?

The answer has always depended on business maturity, category competitiveness, customer acquisition model, and growth goals. Startups often need to spend aggressively because awareness is everything. Established brands with strong equity can invest more selectively. B2B companies invest differently than DTC brands because trust cycles and buying behavior are fundamentally different.

What has remained consistently true is that brands that chronically underinvest in marketing rarely maintain long-term momentum, regardless of how strong their product is.

Over the years, I have watched founders believe so deeply in their product that they assumed it would simply sell itself. Great products still require visibility, positioning, differentiation, and trust, especially in a digital landscape where AI-generated alternatives and generic content have raised the floor on what buyers expect before they ever engage.

The more relevant question in 2026 is not what percentage of revenue to allocate. It is: which investments compound into brand authority, and which ones simply produce impressions that evaporate?

## Where Smart Brands Are Allocating in 2026

Traditional advertising still plays an important role in awareness and scale, but its share of the marketing mix is shrinking rapidly in favor of channels that build authority, owned audiences, and long-term trust signals.

Performance marketing alone is becoming less efficient as acquisition costs continue rising and digital noise continues growing. Brands are learning that authority must exist beneath performance for performance to remain effective. You cannot buy your way into credibility. You have to earn it.

The allocation shifts reflect that evolution. Brand publishing, thought leadership, authority-driven SEO, earned media, PR, and community-building are gaining budget share, not because they are fashionable, but because they produce compounding returns that pure performance channels cannot.

Brands like **Airbnb** continue demonstrating that emotionally resonant storytelling outperforms transactional advertising because it creates memorability and trust long before a booking decision happens. **HubSpot** pioneered how educational content and SEO compound into long-term authority, and that model now influences how brands across every category think about content investment. **Red Bull** built an entire owned media ecosystem that audiences actively seek out independent of advertising, a model increasingly relevant as rented platform reach continues declining.

The through-line across every category: the brands winning are no longer thinking about channels independently. They are thinking about how every investment contributes to a larger authority ecosystem.

## Why PR Now Drives AI Discoverability, Not Just Perception

One of the most significant structural changes in modern marketing is the deepening relationship between PR, SEO, and AI discoverability.

Historically, PR and performance marketing operated in parallel silos. That distinction is disappearing fast. Today, credible media placements, executive interviews, podcasts, industry citations, and thought leadership content all influence how generative AI systems understand and evaluate your brand. When a language model surfaces recommendations in response to buyer queries, it draws from the same trust signals that quality PR has always built: cited sources, semantic context, consistent positioning across authoritative platforms.

In practical terms: brands consistently referenced across trusted media and content ecosystems gain disproportionate AI visibility. This is particularly consequential in categories where trust drives decisions, including financial services, professional services, B2B, and premium consumer brands where reputation shapes consideration long before a prospect ever reaches out.

Companies like **Salesforce** and **Adobe** have spent years investing in ecosystem-driven authority through events, thought leadership, and community. Those investments are now paying dividends in AI-driven search environments they could not have anticipated when they made them. That is what compounding brand authority looks like in practice.

*"PR is no longer just reputation management. It is your brand's signal to AI."*

## Owned Audiences: The Asset That Algorithms Cannot Take Away

Another major strategic shift is the accelerating move toward owned audiences. Brands are confronting a hard truth: rented platforms, volatile algorithms, and paid reach are not durable assets. They are liabilities disguised as strategy.

The companies building long-term leverage are investing heavily in email ecosystems, subscriber communities, educational content libraries, podcast audiences, first-party data, and recurring thought leadership. These assets compound over time because the relationship belongs directly to the brand, not to a platform that can change its algorithm, its pricing, or its policies overnight.

This shift is less about abandoning paid media and more about rebalancing toward a portfolio where short-term acquisition is supported by long-term authority and retention infrastructure. The brands most resilient to platform volatility are those with the deepest owned audience relationships.

## How B2B Marketing Is Changing in 2026

B2B has always operated differently from DTC. Trust cycles are longer, relationships matter more, and sales cycles run deeper. But even B2B marketing is changing fundamentally.

Historically, B2B organizations leaned heavily into trade events, direct outreach, technical SEO, industry publications, and account-based marketing. Those channels still matter, but buyers now evaluate companies long before speaking with sales. They read executive content. They watch video. They listen to podcasts. They compare expertise and assess credibility digitally before ever scheduling a meeting.

That behavior is reshaping where smart B2B CMOs allocate budget. Thought leadership, executive visibility, educational content, and authority-building are becoming central to pipeline strategy, not supporting tactics. The CMOs who understand this are not just generating leads. They are building brand environments where trust is already established by the time a prospect enters a sales conversation.

At [The Brand Leader](https://www.thebrandleader.com), we are seeing this most acutely in financial services, manufacturing, travel and tourism, and specialty consumer categories where differentiation increasingly depends on perspective, expertise, and trust rather than product or price parity.

## Trust Is Now More Valuable Than Traffic

We are entering a recommendation-driven era, and it represents a fundamental restructuring of how marketing creates value.

Historically, visibility meant buying attention. Today, visibility means earning trust. Consumers are overwhelmed with advertising, AI-generated content sameness, and digital noise at a scale that would have been unimaginable five years ago. The brands that cut through are the ones with a recognizable voice, a clear and consistent point of view, and credible references across multiple platforms.

That is what customers trust. And increasingly, it is what AI systems surface as well. Brand authority is not just a marketing outcome; it is a discoverability algorithm.

## Benchmarks Are Starting Points, Not Strategy

One of the most persistent mistakes CMOs make is treating benchmark percentages like strategic law. Benchmarks are useful orientation tools — nothing more.

The smartest companies continuously test, adapt, reallocate, and refine based on how their customers actually discover and evaluate brands today. That is why companies like **Notion**, **Shopify**, and **Purple** grew by intentionally breaking conventional allocation models instead of following them.

The brands that win heading into 2027 will not be the ones most faithfully following old benchmark tables. They will be the ones most willing to honestly ask where trust actually gets built in their category, and then invest accordingly.

## The Bottom Line

The marketing conversation is no longer simply about how much to spend. The more important question is what actually creates authority, discoverability, trust, and durable brand equity, and how those investments function as growth infrastructure rather than cost centers.

Heading into 2027, the brands that win will not necessarily be the ones spending the most. They will be the ones investing most intelligently in how modern customers and the AI systems shaping their journeys, actually discover, evaluate, and trust brands.

At [The Brand Leader](https://www.thebrandleader.com), we believe the future belongs to brands willing to think beyond channels and build ecosystems of authority, visibility, trust, and meaningful connection. That is no longer simply branding. It is one of the most important competitive advantages in modern business.

---

### How to Build the Right Ecommerce Tech Stack for Wine & Spirits Brands

Source: https://thebrandleader.com/how-to-build-the-right-ecommerce-tech-stack-for-wine-spirits-brands/

## What makes selling wine or spirits different from other ecommerce?

Alcohol ecommerce operates under constraints most categories do not face. Age verification, state-by-state compliance, fulfillment complexity, and premium brand expectations shape how online alcohol selling must work. Generic ecommerce setups often fail to support trust, scale, and long-term brand value.

## What are the most important parts of a modern wine and spirits tech stack?

A modern wine and spirits tech stack is built around connected systems, not isolated tools. Core layers include a compliance-ready ecommerce platform, a CRM or CDP for customer intelligence, analytics software to unify performance data, and marketing automation to support lifecycle engagement. Value comes from integration, not volume.

## How does customer experience influence ecommerce performance?

In wine and spirits, experience is strategic. Personalization, content, and frictionless reordering drive retention more effectively than promotions. Platforms like Flaviar show how integrated content, commerce, and community can increase repeat purchase while reinforcing premium positioning.

## Why does data connectivity matter for ecommerce growth?

When ecommerce, CRM, and analytics systems share clean, structured data, brands gain clearer visibility into customer behavior, merchandising performance, and lifetime value. This structure also improves discoverability across search and AI-driven recommendation engines.

## What should brand leaders prioritize when evaluating wine and spirits technology?

Brand leaders should prioritize category fit, flexibility, and integration. The right foundation supports compliance, elevates experience, and adapts as expectations evolve.

### Perspective:

The Brand Leader helps wine and spirits brands design ecommerce ecosystems that balance performance, compliance, and brand integrity.

---

### The Pumpkin Spice Latte: How Starbucks Turned a Flavor Into a Cultural Phenomenon That Hijacked an Entire Season

Source: https://thebrandleader.com/the-pumpkin-spice-latte-how-starbucks-made-a-cultureal-phenomenon/

Every August, something magical happens in America. Not back-to-school shopping (though that's close and magical for parents). Not the final gasps of summer vacation. No, it's the moment when a nation collectively loses its mind over a coffee drink that tastes like liquid pie.

That's right: The Pumpkin Spice Latte is back. And it isn't just a beverage, but rather it's become a cultural reset button that somehow convinced an entire population that August actually means autumn is here.

## When Does the Pumpkin Spice Latte Come Out in 2025?

This year, Starbucks is launching the Pumpkin Spice Latte on **Tuesday, August 26, 2025**, continuing their annual tradition of making August feel like October and giving us all permission to pretend summer is over when it's still 85ºF outside.

And we're here for it all. Sure, it's a bit of seasonal gaslighting. But we'll take it to have a sip of this cozy harbinger of fall.

## The Brief But Brilliant History of America's Most Polarizing Drink

I've been fascinated with Starbucks since I first walked into one in Seattle nearly 30 years ago, and shortly after that (twenty-one years ago, in 2003), a team at Starbucks asked themselves a deceptively simple question: "What if we made a coffee that *tastes* like fall?"

The result is the **[The Pumpkin Spice Latte](https://about.starbucks.com/press/2025/starbucks-pumpkin-spice-latte-psl-returns-august-26/)** (which we affectionately call "PSL" to its millions of Instagram moms and #starbies posters), which has become one of the most successful seasonal indicators of all time (Just like that "other one," the [Starbucks' Red Cup for holiday](https://thebrandleader.com/the-starbucks-red-cup/)). Within its first *decade*, the PSL generated over $2 billion in revenue from a pumpkin pie spice-flavored cup of joe.

Starbucks didn't merely create a *drink*, but they learned from their Red Cup phenomenon and created another seasonal starter. Why is this important? It builds anticipation, desire, excitement, build-up, and of course FOMO (Just check Instagram for all those [#PSL posts each year](https://www.instagram.com/explore/search/keyword/?q=%23psl), currently at 3.5M). This year, they even partnered with Bravo's Andy Cohen for a fun Real Housewives' spoof on the announcement. They took a nebulous concept of "fall vibes" and gave it a tangible, purchasable form that millions of people get jacked for each fall.

But why do we collectively lose our minds over a drink that's essentially autumn in a cup? Because Starbucks tapped into something deeper than caffeine novelty, and discovered what I call "seasonal nostalgia marketing."

Starbucks does seasonal nostalgia marketing better than anyone. And the appearance of the PSL triggers what psychologists call "[comfort consumption](https://www.foodventureaccelerator.com/post/the-rise-in-comfort-food-consumption#:~:text=As%20mentioned%20above%2C%20eating%20comfort,can%20help%20balance%20the%20nutrition.)." It's the same reason we crave mom's cooking when we're stressed, buy candles that smell like Christmas from Bath and Body Works, or want carbs when it's cold, gross, or we're emotionally wrecked. Starbucks bottled the emotional essence of fall (crisp air, changing leaves, cozy sweaters), and added some steamed milk to make you smile.

They did what Starbucks does best: they don't sell coffee, they sell us feelings. This is emotional branding at its best. While other brands push product features, Starbucks creates moments. They transform simple beverages into seasonal rituals that we plan for, anticipate, and share across social media platforms until our eyeballs hurt from all the amber and crinkled leaves.

## The Elephant in the latté: Why has PSL Moved Autumn Earlier Every Year?

Here's where Starbucks gets diabolically clever with their brand strategy. Over the past two decades, they have slowly, but systematically, moved the PSL launch date earlier and earlier, essentially *redefining when fall begins* in the American consumer consciousness.

- **2003**: Late September launch

- **2010**: Early September

- **2015**: Late August

- **2023**: August 24th

- **2024**: August 22nd

- **2025**: August 26th (slight pullback, but still firmly in the "it's-still-summer" zone)

This isn't accidental. It's seasonal manipulation. Starbucks has successfully convinced millions of consumers that fall doesn't start with the equinox on Sept 21 each year, but it starts when *they* say it does. (See: retail, holiday)

The result isn't unlike that beautiful red cup: Every retailer from Target to HomeGoods now follows Starbucks' lead, rolling out fall merchandise in August because consumers are already primed for seasonal transition. One coffee drink literally shifted an entire retail calendar.

You see, the PSL phenomenon reveals something fascinating about modern consumer psychology: we *want* brands to create artificial seasons for us. In our increasingly digital, climate-controlled world, we crave manufactured moments of seasonal transition.

Starbucks recognized that the traditional seasonal markers of changing leaves, cooler temperatures, and pulling out our J.Crew cardigans weren't reliable emotional triggers in a world where many of us spend most of our time indoors. *So they created their own.*

The PSL *announces* fall and gives us permission to break out the scarves in 90ºF weather and start planning Halloween costumes while beach season is still in full swing. It's like when Hugh Grant's character in *About a Boy* hears a Christmas song earlier and earlier each year, making him go mad like only he can.

If we're being honest, even PSL haters are part of the phenomenon. The annual "PSL is back and I can't even" posts generate just as much engagement as the enthusiastic "PSL SEASON IS HERE!" content.

Starbucks created something rare in branding: a polarizing product that generates passionate responses on both sides with equally passionate responses.

So here we are with the PSL as a cultural litmus test. Your stance on it says something about your identity, your values, your relationship with seasonal change. Are you a PSL basic? A contrarian coffee purist? A reluctant convert? Or are you an early adopter, waiting for the Fall Menu so you can have your extravagant oak milk PSL alongside your apple danish or whatever new seasonal food accompanies the drink's release? No matter which camp you're in, you're still playing in the Starbucks camp.

## Branding Lessons from a $6 Coffee

Twenty-one years later, the Pumpkin Spice Latte remains an excellent example of emotional branding, cultural timing, and the power of giving people permission to feel seasonally appropriate emotions regardless of what the calendar says.

So on August 26th, millions of people will post photos of their first PSL of the season. They're participating in a cultural ritual that one coffee company created from scratch.

If your brand isn't thinking about how to create its own cultural moments instead of just participating in existing ones? Well, you might want to grab a PSL and think harder about what you're really selling.

Because if Starbucks taught us anything, it's this: the most powerful brands don't just sell products. They sell permission to feel exactly what we want to feel, exactly when we want to feel it.

Even if it's fall in August.

**Related Reading:**

- [The Starbucks Red Cup: An Emotional Cultural Cue](https://thebrandleader.com/the-starbucks-red-cup/)

- [Prepare Now for Your Holiday Season](https://thebrandleader.com/prepare-now-for-your-holiday-season/)

---

### Turn it Orange. The Brand Icon that is Taylor Swift

Source: https://thebrandleader.com/turn-it-orange-the-brand-icon-that-is-taylor-swift/

## When One Woman Becomes a Global Brand Signal: The Taylor Swift Phenomenon

*Taylor Swift transcended music during The Eras Tour and has become the ultimate cultural currency. I believe brands can learn from her stranglehold on our universal collective attention*

At 12:12 AM on August 12, 2025, [Taylor Swift](http://taylorswift.com) announced a new album and triggered a global brand response so, um… swift, that within hours everything from the **Empire State Building** to **Google** was turning their brands orange to recognize her, applaud her, or be part of this cultural zeitgeist. Even Elmo got in on the action. (Read that again — Elmo?!)

One person with a few seconds of marketing captured this much attention, simultaneously and globally, just by announcing she’s releasing a new album?

Well, first, this isn't about music anymore. It's about Taylor still, yes, but it's the "[Brand of Taylor,](https://thebrandleader.com/the-brand-genius-of-taylor-swift-strategic-launches-easter-eggs-and-calling-her-shots/)" not the singer herself now. It's also about something far more powerful, and there are lessons to be learned for traditional marketers, like me.

## The Death of the Music Star, Birth of the Cultural Signal

Swift has achieved something that Don Draper could never do: she transcended her original product category *entirely*. She's no longer a musician who happens to be famous. She's a living, breathing brand "signal" that commands the immediate attention of the global economy. That same cultural phenomenon reemerged with this announcement, complete with new energy, color, and purpose.

Think about what happened on August 12th. A woman basically said "orange" and within 24 hours:

- The Empire State Building changed its lighting scheme

- Google rained confetti when her name was searched.

- Major airlines redesigned their social media

- Food chains created new menu concepts

- Sports teams rebranded their logos

- Cities coordinated tourism campaigns

- Tech giants programmed new features

That's *not* merely celebrity influence. It simply can’t be.

## From Eras Tour to Economic Force

Remember when we thought the Eras Tour was big? It was. It was $2 billion big. Between the stadium takeovers and the economic impact studies (that showed she was single-handedly boosting local GDPs) it eclisped any tour before it. That economic leverage is so great that you can imagine the number of cities and nations that are praying she’s having a tour for this album, and, more importantly, coming to their town.

Well, The Eras Tour was just the beginning.

The tour established Swift as a concert phenomenon. But this album announcement? This revealed her true power: **the ability to move markets** and to **redefine relevance in real-time**. She's evolved from entertainer to economic catalyst.

The numbers don't lie. When Swift announces, the internet doesn't just pay attention, it reorganizes itself around her. Search trends pivot. Social algorithms adjust. Brand calendars get thrown out the window as CMOs and their marketing minions scramble to figure out how to ride her wave without looking desperate.

From top, left: *McCormick, King's Hawaiian, American Airlines, Sharpie, Starbucks, Petco, United, NeedYou, Crumbl, Tropicana, Sour Path Kids, M&Ms, Tide, Dairy Queen, Tic Tac, Reeses, and Samsung.*

## Let's dissect what actually happened when Swift went orange

**Speed of Response:** Brands that typically take weeks to approve a social media post were creating content in hours. The Empire State Building, a landmark that plans its lighting years in advance, went rogue in real-time as did the initial lighting of the Flatiron Building on its first reveal of its new light feature.

**Breadth of Impact:** This wasn't limited to music or entertainment brands. Airlines, food chains, sports teams, tech companies, regional businesses — entire industries pivoted simultaneously. Swift's cultural gravity pulled in everything. (Apart from the image above, even more companies contributed to the madness: BMW, Coke, FedEx and many other elite iconic brands joined in the fun.)

**Quality of Engagement:** These weren't lazy hashtag grabs. Brands were creating custom content, redesigning assets, coordinating campaigns. Walmart literally restructured store displays with Swift-coded aisle numbers. That's retail via social at its finest.

**Economic Acceleration:** The speed at which the global economy realigned around one woman's color choice should terrify traditional marketers. Swift announced at midnight and by morning, Fortune 500 companies were operating in her aesthetic universe. That's bigger than The Beatles.

## The Attention Economy's Final Boss

We've been talking about the attention economy for decades, but Swift has figured out something everyone else missed: it's not about capturing attention, it's about becoming the thing everything else orbits around it.

Traditional celebrities merely chases the recent trends, but Swift seems to being creating a tractor beam we can't seem to (and don't want to) get out of.

The younger Gen Z artists hope and pray for a viral moment maybe once a year or even career. Swift schedules them in advance, sometimes years in advance, to make the most out the moment itself.

Brands try to insert themselves into cultural conversations. With Swift, the conversation literally restructures around whatever she decides to focus on.

## What This Means for Every Other Brand

If you're not paying attention to what Swift has built, you're about to get left behind. Here's what she's teaching us:

**Scarcity Creates Urgency:** Swift doesn't announce constantly. She disappears often, sometimes without warning. So when she speaks, the world listens, because it knows the next opportunity might be months away.

**Consistency Builds Anticipation:** Every Swift announcement follows her established patterns. Follow the Easter eggs, watch the countdowns, interpret the color coding. Her audience has been trained to look for signals in her life to predict the future, when she's already been to the future and has been the one who has guided us they way.

**Community Creates Amplification:** Swifties aren't just fans, they're a distributed marketing army that analyzes, amplifies, and evangelizes every move. Swifties turn casual announcements into cultural phenomena but continuing the message spread, furthering friendship bracelets, and consuming her merch in anticipation of a furture album. We buy into it all without knowing if the album will even be our taste (it will be).

**Authenticity Enables Scale:** Remember the "Brand of Taylor?" That brand still somehow feels personal, even at this incredibly massive scale. Fans believe they're getting direct communication, not corporate messaging. She talks to us directly.

## The New Rules of Cultural Power

Swift has rewritten the playbook for cultural influence. The old model was about interruption then buying your way into people's attention. Swift's model is about invitation. She makes people desperate to pay attention to her.

She's not interrupting culture for this important message. She *is* the culture. When Swift moves, everything else adjusts. You think that's influence? It's just the new rules.

## The Implications Are Staggering

What Swift has achieved should keep every marketing executive awake at night. She's proven that in this attention economy, the ultimate power isn't being seen, it's being the reason everyone else changes what they're doing.

Taylor has simply become the cultural equivalent of the Federal Reserve. When she adjusts rates, or rather announces an album, the entire economy repositions itself accordingly.

This cultural moment is what happens when someone transcends their industry to become a true brand, when other brands orbit around. Taylor Swift isn't metaphorically competing in the music industry anymore because she's operating in her own economic ecosystem, and we're just trying to play catch-up.

The question isn't whether your brand can achieve this level of influence. The question is: Are you prepared for a world where one person can command this much of the cultural conversation?

Because — Are ready for it...? — we're living in the Taylor Swift economy now. And orange is just the beginning.

---

### Into the Algorithmic Abyss: ChatGPT, Google, and the New Rules of Ecommerce

Source: https://thebrandleader.com/chatgpt-google-and-the-new-rules-of-ecommerce/

## **Welcome to the New Wild West of Ecommerce**

Strap in. Ecommerce just took a hard turn into unfamiliar territory, and if you're not paying attention, you're going to wake up six months from now wondering who stole your traffic.

[OpenAI’s announcement](https://www.reuters.com/business/media-telecom/openai-rolls-out-new-shopping-features-with-chatgpt-search-update-2025-04-28/) that ChatGPT now includes a built-in shopping feature isn’t just a shiny product update. It’s a flare in the night sky — a signal that the way people discover, evaluate, and buy products online is changing. Permanently.

Consumers are tired of digging through ad-cluttered results and SEO Frankenstein pages. They’re having conversations. They’re asking questions. They want the truth, or at least something that *sounds* like it. And they want it fast, clean, and wrapped in relevance.

This isn’t a rebellion against Google — [the 800-pound gorilla with 85% market share](https://knowledge.wharton.upenn.edu/article/why-google-dominates-the-search-engine-market/) (90% in many countries) still sits squarely on the throne. But the kingdom is shifting. People are starting to treat Google like a librarian, not a trusted personal assistant. With ChatGPT and similar AI tools, users are asking questions, not punching in keywords. And that subtle shift? It changes everything.

## **The Impact: No More Hiding Behind Ads or Algorithms**

At The Brand Leader, we see what’s coming around the bend:

- **Conversational Commerce Isn’t Coming — It’s Here**: Your customers are speaking in full sentences now. Less “men’s raincoat black XL,” more “What’s a good lightweight raincoat I can wear hiking in the fall?” If your product feed reads like a spreadsheet, you'll be increasingly less visible.

- **Threat to the Pay-to-Play Party**: ChatGPT doesn’t care how much you bid. There are no sponsored listings. If your product isn’t useful, credible, and cleanly described, it won’t show. Simple as that.

- **Reputation Becomes Currency**: Verified reviews, awards, transparency — all those things that used to be nice-to-haves? They're now the price of entry. If your brand can't back up its pitch, don’t bother pitching.

- **SEO Grows Up**: Google still matters (a lot), but the days of mechanical keyword tinkering are winding down. You need to be discoverable in a world where discovery is driven by context and character.

Learn more about AI's impact on the online search ecosystem [here](https://thebrandleader.com/how-to-stay-ahead-of-the-ai-powered-search-revolution/).

## **What We're Doing About It (And You Should Be Too)**

We’re not just updating metadata and calling it a day. We’re working on a new playbook. Here’s how:

- **We’re auditing feeds like we’re prepping for trial.** Bad descriptions, missing images, lazy copy? The punishment for these crimes is increasing in this new paradigm.

- **We’re running full-scale review campaigns.** Not the fake kind. We’re talking real customers, real feedback, and real proof that the product does what it claims.

- **We’re rewriting product pages with voice and soul.** Less robot. More human. We want someone to read your description and nod their head, not fall asleep.

- **We’re rebuilding brand authority from the ground up.** This means organic content, press, third-party validation. If the internet doesn’t talk about you, neither will the AI.

- **And we’re rethinking attribution.** Traffic is coming from new places. We’re setting traps to find out where and why.

## **SEO Now Has Two Heads: Google and the Machines**

Google is still the king of ecommerce search, no doubt. But there’s a new contender in the room, and it’s wearing a lab coat and asking better questions.

The smart brands? They’re preparing to serve *both* giants.

- **Google SEO**: Think precision. Structured data. Bid strategies. Price points. The same mechanical beast it’s always been, even as it shifts to more conversational search.

- **ChatGPT (and similar LLM/AI assistants) SEO**: Think storytelling. Trust. Product narratives. Clean formatting. A rich backstory and a human voice. It’s not search engine optimization anymore — it’s *conversation engine optimization.*

## **Two Product Feeds or Die Trying**

Right now, most ecommerce brands are feeding everything through one pipe and praying it works across every channel. That’s over.

We’re preparing our clients to create **two feeds**:

- **Google Feed**: Built for the algorithm. Tight titles, accurate specs, schema galore. Update it daily. Make it sharp.

- **ChatGPT Feed**: Built for humans. Descriptions that explain, not just list. Social proof. Awards. Emotion. Context. Be useful, not just searchable.

And yes, this takes work. But doing it half-right on both platforms is worse than doing it right on one. And this time, the cost of being late is invisibility.

## **But What Does It Mean For Your Business?**

This isn’t a blip. It’s the beginning of a new era in ecommerce — one where visibility is earned, not simply bought. One where algorithms don’t just measure clicks, they evaluate your *integrity.*

As AI reshapes how consumers discover and engage with brands, your digital presence has never mattered more. At The Brand Leader, we craft strategic, unforgettable brand experiences that stand out — no matter the platform or algorithm.

Ready to future-proof your brand? [Let’s talk.](https://thebrandleader.com/contact/)

---

### You Can’t Afford Not To Have a Professionally Designed Pitch Deck

Source: https://thebrandleader.com/you-cant-afford-not-to-have-a-professionally-designed-pitch-deck/

“Pitch deck” is a term that many of us who play in the emerging-technologies world have learned to dread. If you’re a CEO of a startup, that term evokes a bundle of emotions involving a storm of mixed messages from investors, advisors, and the heroes of your industry that set the bar you strive to reach. If you’re an investor, the pitch deck is the endless stream of slides that well-intentioned startups deliver and you’re obligated to review briefly but intensely (3 minutes, at most) to sort the wheat from the chaff of potential ventures your capital might help to fund and, hopefully, to succeed. Should you lead sales, the pitch deck is your most-prized business suit, and it needs tailoring weekly to keep you looking like the kind of star who deserves the President’s Club Award. If you’re a marketing manager, the pitch deck is a perpetual revision machine that insatiably feeds on CEO and investor feedback and grows to gargantuan sizes before the newest, hottest advisor prescribes a strict diet of 15 slides or less and resets the monster to its bikini-season beach body, at which point the swelling cycle begins anew.

In short, pitch decks are a torturously necessary pain. They are, for better or worse, the real language in which you convey your value to investors and clients. Often, they’re the only language, since you often don’t get a chance to meet in person or even via conference call – typically because, well … your deck sucks.

It’s an absolute fact that pitch decks are constrained and mutated by the committee input method typical to most emerging companies. Like young athletes with 18 coaches shouting different instructions, many of them lose their original clarity and storytelling strength, flipping that extra triple lutz and not sticking the landing. 

Some companies have tried to introduce a new medium for these presentations, presented in video or delivered in a web-based format with animations Disney would envy. Yet even extremely well-connected venture capitalists will advise you that their colleagues still prefer a powerpoint slide deck, saved as a .PDF, emailed to them, with no videos or moving parts, thank you very much. Still others won’t even glance at a pitch deck without seeing its hyper-distilled cousin, the one-page executive summary.

## **The Core of a Solid Investor Pitch Deck**

Ultimately, a pitch deck is meant to be a quick-hitting, focused and simple explanation of your business: its promise, its proof of concept, business model, early traction, projections, the ask, how you’ll use the funding, and your team. Let’s break these down:

- **Promise**: What’s the value proposition? What is broken about the status quo and how do you fix it enough for anyone to care?

- **Proof of Concept:** This is your MVP, your early clinical evidence, your user and market research – whatever demonstrates someone really needs what you’re selling

- **Early Traction: **Do you have any clients, free or paid, to support that you’ll be successful as you grow?

- **Projections:** Typically this is a financial projection, screenshotted from your 5-year projections, but you can add some color.

- **The Ask:** What are you raising, at what valuation, and through what investment methods?

- **Use of Funds:** Don’t go crazy, but at least specify the categories for use – typically Sales & Marketing, Product Development, Operations

- **Your Team:** Make sure you explain why you have the best team for launching and growing this venture

*Several studies by Deloitte, McKinney, and Crunchbase indicate that clarity on these points increases likelihood of investments by >30%.*

This is the core set of slides most ventures need at minimum, but no one stops there. You’ve got a unique offering and what makes it special must convey through your branding and messaging. The place that most ventures get it wrong is how they are conveying this.

You simply cannot underestimate the value of a well-designed, visually stunning pitch deck. When investors scroll through these presentations, they need to *feel* the product through your attractive visuals, choice of layouts, consistent branding, and thoughtful, concise messaging. Word salads and infodumps will not be read. 

For example, this headline is clear and straightforward:

**We return valuable time clinicians spend on EHR dictations and note-taking so they can spend more face-time on their real business: patient care.**

And that headline won’t be remembered.

Instead:

**Giving clinicians back their patient time.**

## **How do your powerpoint visuals compare to a real designer’s? (**Hint: Not good.)

At The Brand Leader, we recently redesigned a pitch deck following a rebranding project for a client who had, the year prior, attempted to raise investment and received low interest. Their brand needed to convey that it could fill a market gap and grasp buyer’s attention. The pitch deck got the same amazing design work to match, went out to investors, and the client had significant commitments in the first week.

When it comes to your pitch deck, reserve a reasonable amount of time and capital for a talented designer to make it the well-coached Olympic pitch deck with a perfect beach body you can be proud to email to anyone. At The Brand Leader, we provide not only pitch deck design from award-winning creative minds like [Chris Huevel](https://thebrandleader.com/team/chris-heuvel/) but feedback from industry experts like [Rachael Sparks](https://thebrandleader.com/team/rachael-sparks/) on your presentation messaging and delivery so you can have the confidence to nail any investor presentation.

Because you can’t afford not to.

For more tips on building the perfect pitch deck, [schedule a free consultation](https://thebrandleader.com/contact/) with our team today.

---

### When Clients Win, We All Win

Source: https://thebrandleader.com/when-clients-win-we-all-win/

## ***A celebration of Rudy Project’s latest accolade from National Geographic***

There’s a certain electricity that comes with watching a client soar—and when they take home the gold, it’s a shared win for all of us. That’s exactly what happened when Rudy Project snagged not one, but two top honors from National Geographic: *Best Sunglasses for Running* and *Best Sunglasses for Small Faces*. Cue the confetti and the espresso shots—this is the kind of recognition that makes all the late nights, brainstorms, and pixels worth it.

For me, this one’s personal. I’ve been part of the Rudy Project orbit since 2001—back when they first started advertising in *americanTRI*, the magazine I ran. From early freelance projects to years of camaraderie, I’ve watched this brand evolve, endure, and elevate itself as a mainstay in performance eyewear. So when The Brand Leader signed Rudy as a client in 2022, it felt like bringing an old friend home.

And now? That friend just showed up on National Geographic’s radar as the best in the business. This isn’t just a feather in Rudy’s aerodynamic, Italian-engineered cap—it’s a loud, clear affirmation of what happens when passion, precision, and purpose collide.

Their *Propulse* model was called out as the ideal pick for runners, praised for its aerodynamic design, lightweight build, and custom fit. And for smaller-faced athletes who are tired of gear that overwhelms rather than enhances, Rudy Project’s *Spinshield Air Slim* was dubbed the go-to option. Not niche picks—*the* picks. That kind of spotlight only comes when a brand knows exactly who it is and delivers without compromise.

At The Brand Leader, our job isn’t to slap on a shiny new logo or shuffle some social posts. It’s to uncover the soul of a brand and make it impossible to forget. Rudy Project didn’t need reinvention—they needed amplification. So we leaned into what they already had in spades: world-class innovation, an unapologetic athletic DNA, and a relentless drive to serve the most demanding athletes on the planet.

From strategy to digital, content to creative, we helped bring their vision into sharper focus—pun absolutely intended. And that’s the magic of a great brand partnership: we don’t do the work for the trophy, but when it lands on the shelf, we’ll happily raise a glass (or a gel pack) in celebration.

This win isn’t just about optics. It’s about Rudy Project’s consistency, clarity, and courage. And for us? It’s a reminder of why we do what we do—why we push brands to lead, not follow.

Congratulations, Rudy Project. You didn’t just win awards. You earned the respect of one of the most discerning audiences out there. And for those of us who’ve been along for the ride? Let’s just say it’s a damn good day at the office.

---

### Bucket List Branding: Lessons from the Final Four

Source: https://thebrandleader.com/bucket-list-branding-lessons-from-the-final-four/

As a lifelong [branding agency owner](https://www.linkedin.com/in/geoffwasserman/) and sports fan, attending the Final Four in San Antonio wasn’t just a bucket list sports experience—it was a masterclass in brand building and experiential marketing. I spent the better part of the last 25 years helping companies define and grow their identities, and few brands have done it better—or more consistently—than the NCAA’s [March Madness](https://www.finalfoursanantonio.com/) and the Final Four.

*Related Article:* [25 Years of Brands: Identity, Authenticity, and the Power of Time](https://thebrandleader.com/25-years-of-brands-identity-authenticity-and-the-power-of-time/)

Walking through downtown San Antonio, from the River Walk to the Alamodome, it was clear that this wasn’t just a basketball tournament. It’s a fully immersive brand experience. From the signage, merchandise, and pop-up events to the fan energy pulsing through the city, everything felt cohesive, iconic, and intentional. Fans and coaches, players (both current and past legends—meeting James Worthy, John Calipari, and Christian Laettner, just to name a few, was pretty cool), all walking the same streets, jumping into the same restaurants, bars and events…brilliant. 

It got me thinking about just how brilliantly the NCAA has built, protected, and grown the March Madness brand over the years—and what lessons any brand can take from it.

## **The Power of Consistent, Evolving Branding**

March Madness has become one of the most recognizable and emotionally charged sports brands in the world. Think about it: how many other sports events besides the Super Bowl, let alone any other brand globally, can own an entire month in the public consciousness?

That didn’t happen by accident. The NCAA and its partners have treated March Madness like a legacy brand—balancing tradition with innovation. The name alone evokes nostalgia, drama, and excitement. The bracket is a cultural phenomenon. Even people who don’t follow college basketball suddenly care deeply about seedings and Cinderella stories.

And the Final Four? That’s the crown jewel—the pinnacle of the narrative’s journey. It’s where stories are cemented in college basketball lore, and it’s where branding steps into overdrive.

Everything—from the signature court design and typeface to the broadcast music and the “One Shining Moment” montage—is carefully curated. This level of brand consistency is why people tune in every year. They know what to expect, and they want to be part of it.

## **Protecting the Brand**

What’s especially impressive is how well the NCAA has protected the March Madness brand. They’ve built a licensing fortress around the term “March Madness,” and they aggressively enforce it. The term can’t be used commercially without permission. That protects the brand’s value and prevents dilution.

This isn’t just about legal tactics—it’s a strategic move that preserves the integrity and uniqueness of the experience. If every local sports bar or bracket pool could slap “March Madness” on their promo flyers, the brand would lose its power. Instead, the NCAA keeps it special—and in doing so, keeps it valuable.

## **A Revenue Giant**

The results speak for themselves. According to the NCAA’s own financial reports, March Madness generates more than $1 billion annually in media rights, ticket sales, and sponsorships—roughly 90% of the NCAA’s total revenue.

[CBS](https://www.cbs.com/) and [Turner Sports](https://www.tntdrama.com/watchtnt) signed a $8.8 billion, 8-year extension in 2016 to continue broadcasting the tournament through 2032. That’s a staggering vote of confidence in the brand’s staying power.

And the economic impact doesn’t stop with the NCAA. Cities that host the Final Four see huge boosts in revenue. The San Antonio 2018 Final Four reportedly generated an estimated $185 million in economic impact for the city. That’s not just hotel rooms and restaurant tabs—it’s visibility, jobs, and long-term tourism momentum.

In the last 25 years, cities like Indianapolis, Atlanta, Houston, and Minneapolis have all reaped similar benefits. These aren’t one-off paydays—they’re branding wins that echo long after the confetti falls.

## **The Branding Impact on Schools**

The programs that make it to the Final Four? Their brands go to a whole new level. According to a study from the Journal of Sports Economics, schools that make a Final Four appearance see a boost in undergraduate applications by 10-12% the following year. That’s the “Flutie Effect” in action—athletic success fueling broader institutional interest.

Merchandise sales skyrocket. Donations to athletic departments go up. Social media engagement explodes. And for underdog programs, it can be a once-in-a-generation opportunity to step onto the national stage.

The Final Four doesn’t just crown champions. It builds brands. And it drives them dep into the soul of consumers. I don’t say it just as a branding leader, I say it because they got us, too. Despite my wife’s disappointment in 2025 (Lifetime Duke fan. Don’t judge), I admit it, they sucked us in. It was our 1st March Madness, and, well...We’re hooked. Circled on our calendar for future travel in Indianapolis in ’26, and beyond. In fact, as lovers of travel experiences, we don’t care what city hosts; the brand, in and of itself, took over the city—and our hearts—in a special and unforgettable way. 

## **Lessons for the Rest of Us**

Here’s what I take away from experiencing March Madness in action:

- Consistency builds trust. People know what to expect from March Madness because it’s delivered a consistent experience for decades. Brands that win long-term don’t reinvent the wheel every year—they evolve with intention.

- Emotion is everything. March Madness taps into identity, pride, nostalgia, and hope. That’s how you build a brand people don’t just like, but love.

- Protect what you’ve built. The NCAA’s strict control over its intellectual property isn’t just legal savvy—it’s brand strategy. Protect your assets, and you protect your value.

- Don’t underestimate the experience. The in-person Final Four experience in San Antonio was unforgettable.* Smart brands create moments, not just messages***. **

As we flew home from Texas, our voice hoarse and digital photo album full, we realized we’d checked off more than just a personal sports bucket list trip. I’d seen, firsthand, what happens when a brand nails every element of its ecosystem: product, audience, emotion, consistency, and vision. March Madness didn’t become iconic by chance. It’s a case study in branding brilliance—and one we can all learn from.

---

### Keeping Your Medical Device Marketing Aligned With Regulation

Source: https://thebrandleader.com/keeping-your-medical-device-marketing-aligned-with-regulation/

## **FDA Marketing Compliance for Medical Devices: The 7 Rules That Keep You Out of Regulatory Hell**

If your medical technology is FDA-regulated as a Class I, II, or III device, you're subject to increasingly stringent restrictions on your marketing. Each class represents escalating risk levels: Class I devices (think Band-Aids™) face minimal oversight, Class II devices (IV pumps, diagnostic equipment) require moderate control, and Class III devices (synthetic heart valves, brain stents) operate under the heaviest scrutiny because failure isn't an option—it's a patient outcome.¹

The FDA imposes specific requirements on marketing claims for medical devices under the Federal Food, Drug, and Cosmetic Act (FD&C Act) to prevent false or misleading information and ensure that claims align with a device's approved or cleared uses.² But here's where most companies slip: the gap between what your engineering team knows is true and what your marketing team can *claim* is legal. It's easy to mistakenly cross a line and imply your device can achieve something for which the FDA feels you lack evidence. The consequences range from warning letters to product seizure to criminal liability for executives. Follow these 7 key marketing requirements—or make sure your marketing agency does—to stay on the FDA's good side.

### **1. Truthfulness and Accuracy**

[Medtech Marketing claims](https://thebrandleader.com/medical-and-medtech-agency/) must be truthful, not misleading or exaggerated, and supported by valid scientific evidence. This isn't about being boring; it's about being defensible. Citations aren't just sexy—they're your legal shield. And remember: claims can't omit critical facts either. Saying "reduces pain by 90%" without mentioning "in patients with mild-to-moderate osteoarthritis" is misleading by omission.

Some companies maintain an internal MLR (Medical, Legal, and Regulatory) review committee to vet new marketing materials before release. If your marketing agency doesn't offer this, consider creating a **claims matrix**—a living document that lists every marketing claim your company makes, along with the supporting evidence and approved language. This becomes the bible for your sales team, account managers, and anyone touching your brand narrative.

### **2. Substantiation**

All claims—explicit or implied—must be substantiated by scientifically valid data: statistically sound clinical studies, peer-reviewed publications, or FDA-cleared indications.³ Here's the difference between compliant and non-compliant:

**Non-compliant:** "SuperBest Med Device ends ingrown toenails." (While this might fly on Amazon, the FDA expects rigor.)

**Compliant:** "SuperBest Med Device reduces ingrown toenails by 95% in randomized controlled trials with statistical significance (p<0.05)."

Comparative claims ("best in class," "more effective than competitors") require head-to-head studies that directly evaluate the devices under scientifically valid conditions. You can't just *feel* superior—you need data proving it. If you don't have a clinical team building this evidence, regulatory consultants specialize in exactly this.

### **3. Consistency with Labeling**

Your device's labeling—approved by the FDA during the regulatory process—is the ceiling for your marketing claims. Your marketing must align with the approved indications, intended use, and target patient population. Full stop. You cannot promote off-label uses or suggest new applications that aren't included in FDA-approved labeling, even if physicians are using your device that way in practice. This is a common violation and one that tends to trigger FDA enforcement action.

### **4. Risk-Benefit Balance**

Promotional materials must present risks and benefits proportionally to avoid misleading stakeholders about safety or efficacy. This isn't pessimism; it's credibility. When you honestly discuss complications, you actually build trust because you're not hiding the ball.

For example: "Complications occurred in 2% of patients who received the BestEver Synthetic Heart Valve, including infection, structural failure, and thromboembolic events."

For restricted medical devices (those requiring prescriptions), advertising must include a brief statement of intended use along with relevant warnings, precautions, side effects, and contraindications. Your regulatory expert can provide this language—and here's the critical part—it's not up for copyedits. That language is compliance armor. Treat it that way.

### **5. Prohibition of Misbranding**

A device is misbranded if its advertising contains false or misleading statements about safety, effectiveness, or performance.⁴ Comparative claims that misrepresent competitors also trigger violations. While it's tempting to denigrate the competition and highlight why you're objectively better, it's a dangerous line to walk. You could be risking regulatory action, litigation, and brand damage for marginal competitive gain.

The magic of a strong marketing team is wordsmithing advertising that achieves comparison without compromising your FDA approval. You can be distinctive without being deceptive.

### **6. Monitoring Social Media and Online Content**

Digital marketing materials are subject to FDA scrutiny just like traditional advertising. Companies must ensure that social media posts, TikToks, LinkedIn updates, and online advertisements don't suggest off-label uses or make unsupported claims.⁵ This is particularly tricky because your social media manager isn't thinking like a regulatory officer—they're thinking like a content creator. That's the collision point.

While maintaining a steady cadence of social content is already challenging, adding critical FDA review to each post feels like bureaucracy. But here's the fix: that claims matrix you created? Equip your social media manager with approved messaging templates, pre-vetted claims, and proper citations. They can now create engaging content *within* the guardrails instead of constantly hitting them.

### **7. The Human Element: Building a Culture of Compliance**

Here's what separates compliant companies from those that face FDA action: it's not the rules themselves—everyone knows them. It's whether your marketing team *internalizes* them as constraints or creative challenges. Companies that treat regulatory requirements as "gotchas" tend to cut corners. Companies that see them as guardrails that actually protect their brand—and their patients—tend to thrive.

Hold your teams accountable for knowing these rules. Work with a [medical marketing agency](https://thebrandleader.com/medical-and-medtech-agency/) or partner that sees medical marketing not as a compliance checkbox but as a *creative challenge*. The best MedTech marketing doesn't bend the rules; it bends the truth *within* the rules to create something memorable. We can help you with all of your [medical and medtech branding and regulatory marketing needs](https://thebrandleader.com/contact/).

¹ The FDA categorizes devices based on risk level and regulatory pathway. Class I devices (lowest risk) include general controls; Class II devices require predicate devices and 510(k) clearance; Class III devices (highest risk) require Premarket Approval (PMA). See FDA's Classification of Devices: [https://www.fda.gov/medical-devices/overview-device-regulatory-categories/device-classification](https://www.fda.gov/medical-devices/overview-device-regulatory-categories/device-classification)

² Federal Food, Drug, and Cosmetic Act, 21 U.S.C. § 352(a). The FD&C Act prohibits false advertising for medical devices and requires that promotional claims align with approved labeling.

³ FDA Guidance on Substantiation of Claims: [https://www.fda.gov/regulatory-information/search-fda-guidance-documents/medical-device-marketing-claims](https://www.fda.gov/regulatory-information/search-fda-guidance-documents/medical-device-marketing-claims)

⁴ 21 CFR § 801.4 defines misbranding as advertising containing false or misleading statements regarding safety, effectiveness, or performance of a device.

⁵ FDA Social Media Guidance: [https://www.fda.gov/news-events/social-media-and-fda](https://www.fda.gov/news-events/social-media-and-fda)

---

### 25 Years of Brands: Identity, Authenticity, and the Power of Time

Source: https://thebrandleader.com/25-years-of-brands-identity-authenticity-and-the-power-of-time/

This year **The Brand Leader®** turns 25. That's a quarter of a century helping companies find—and sometimes rediscover—their true identity. This milestone had me reflecting a lot lately: about *brands*, yes, but also about *people*. Because in my experience, branding is less about logos and taglines, and more about identity. Who you are, really. Who you’ve been. Who you’re becoming.

And nothing reminded me more of that truth than attending this year’s **NCAA Final Four** with my wife.

Now, my wife is a lifelong [Duke](https://goduke.com/sports/mens-basketball/roster) fan—she bleeds blue. For her, there’s no one like [Christian Laettner](https://en.wikipedia.org/wiki/Christian_Laettner). The guy is her all-time favorite player—despite, or maybe because of, the fact that he was once one of the more hated figures in college basketball. He was brash, confident, unapologetic—and for many, that rubbed the wrong way. But this year, after 33 years since “[The Shot](https://www.youtube.com/watch?v=i6O0q50fayM)”, she finally got to meet him.

We spotted him walking down the Riverwalk. She approached him, nervously, and asked for a photo. Not only did he say yes, but chit-chatted, was so surprisingly gracious, after the picture, he even paused, leaned over, and asked, “Did it come out okay?” 

He waited to make sure the moment really happened. That kindness, that thoughtfulness—it said everything. Christian Laettner, once hated by a segment of the nation, had evolved into a gracious legend.

He didn’t need to tell us who he is now. 

He showed us.

And that, to me, **is the essence of branding.** You can’t fake authenticity. Not over time. You can try to package it, spin it, hide behind PR—but eventually, the truth gets revealed. In quiet moments. In the way you act when no one’s watching. In the way you handle defeat or fame or criticism. Or even a simple photo request.

Brands, like people, are stories in progress.

**Branding isnt about perfection. It's about truth. And truth, over time, earns trust.**

Another legend comes to mind: [Michael Jordan](https://en.wikipedia.org/wiki/Michael_Jordan) (do I even need to link this?). Universally acknowledged as the GOAT. But when Netflix's [The Last Dance](https://www.netflix.com/title/80203144) aired, we saw another side of him—the intensity, the sacrifices, the sometimes brash, confrontational and even seemingly divisive in-your-face interactions with teammates. That documentary didn’t tarnish his brand; it deepened it. It reminded us that greatness often comes with a price. That even icons are complicated. And it gave his brand more authenticity, not less.

Because again, **branding isn’t about perfection**. It’s about truth. And truth, over time, earns trust.

Over the years, we’ve worked with companies at every stage—startups searching for their voice, legacy brands losing relevance, organizations dealing with PR crises. We’ve seen again and again how powerful the passage of time can be. How a brand that once felt misunderstood, off-course, or even damaged can still change its story.

But the catch is—a **brand can’t be manufactured.** Identity, meaningful change, even re-invention has to start from the inside out.

The brands that successfully transform have done the deep—sometimes painful—work of asking: Who are we now? What do we believe? What are we willing to let go of? They shed the dead skin of old campaigns, outdated language, and reactive messaging. Only then can they begin to live in a new identity—one that’s real, not aspirational.

Time gives you the opportunity to evolve. But you have to do the work.

That truth was on full display at the team hotel after Duke’s heartbreaking loss this year. We happened to be there when the players returned. You could feel the devastation in the air—heads low, eyes red, the finality of the season setting in. But what struck me most wasn’t the loss. It was what happened around it.

Parents hugging their kids. Fans clapping softly, not out of celebration, but solidarity. Strangers offering kind words. The players weren’t being treated like failures. They were being seen as human beings. And in that moment, it was clear: identity isn’t formed by wins or losses. It’s formed by how you show up, how you handle the highs and the lows, and how you carry yourself through the journey. Ironically, the tournament theme, “one shining moment,”is a fallacy… And each of those student athletes will have a decision to make, whether the loss defines their life, or whether they see the remarkable journey they had this year, day after day, as humans… and that this was just a painful moment along the way that ultimately they can use to grow from, and shape their future identity.

**Jordan lost far more games in his life than he won**. He didn’t even make varsity his sophomore year of high school. But he became the GOAT through resilience, passion, and relentless evolution. That’s the secret sauce—not the trophies, but the growth.

So as I look back on **25 years in the branding world**, here’s what I’ve learned:

- A brand is not a campaign. It’s a character.

- Your story can always change—but it has to be true.

- Time doesn’t heal all wounds, but it can reveal transformation.

- The most powerful branding tool you’ll ever have is consistency in your authenticity.

- And perhaps most importantly—losing doesn’t define your legacy. How you respond does.

I’m incredibly proud of the [work we’ve done](https://thebrandleader.com/work/) as an agency over the past two and a half decades. We’ve seen companies grow, fall, rise again. We’ve helped launch new ideas and reimagine old ones. And I’ve been lucky to witness firsthand how brands—and people—can evolve into their best selves.

Christian Laettner didn’t change overnight. Neither did Jordan. Neither have we. But with time, truth, and the willingness to grow, anything is possible.

Here’s to the next chapter. And to building brands that stand the test of time—not because they’re perfect, but because they’re real.

---

### How much and where to allocate your marketing dollars

Source: https://thebrandleader.com/how-much-and-where-to-allocate-your-marketing-dollars/

How much should allocate to marketing? Well, each year, businesses around the world start, grow, or maintain, and they think about what percentage of their top line, gross revenue they should dedicate to marketing. Oddly, many business — especially start-ups — think marketing isn't as important as many other items on your P&L. I've seen product inventors turn to entrepreneurs and think so highly of their product "it'll just sell itself." (Famous last words.) Others *really *believe in marketing, but simply don't have the funds, and while a business or product launch should be predicated on ample capital to sustain just those marketing efforts, many roll the dice. And fail.

The truth is marketing is an important driver for your sales — Note: Public relations is not marketing — and while the range fluctuates on the percetnage of gross revenue you should spend, one thing is for sure: You should spend it.

The variation in the percentage differs because of the state of the business or type of channel upon which it sell. Startup should have a higher spend, where generating awareness is monumental, while well-known, legact brands with ample equity can often peel off a little. B2B companies often spend less, but focus more on in-person events and Account-Based Marketing (ABM), while DTC brands spend heavily on performance marketing (social, PPC, influencers, etc.), among other digital channels.

**Once you’ve committed to your annual budget [...] that's when the real work begins.**

Once you’ve committed to your annual budget, your pitch deck, business plan, or maybe your established business' 5-year plan, that's when the real work begins: allocating that percentage you set aside with intention. Here’s where the sharpest brands are placing their bets so far in 2025.

### **The Evolution Revolution**

Traditional advertising (TV, print, radio, OOH, etc.) used to dominate up to 35% of marketing budgets. Not anymore. In 2025, that’s shrunk to just 20%, and digital now leads the charge. Brands like **[Dollar Shave Club](http://dollarshaveclub.com)** and **[Warby Parker](http://warbyparket.com)** (brands that started as Digitally-Native, Vertical Brands) didn’t wait for permission — they poured **90%+ of their early budgets** into digital, and it paid off.

If we're taking broad strokes here, then let's look at the typical new breakdown of your marketing dollars allocated:

#### **General Market Allocation**:

- **Traditional Channels** – 20% (Still valuable. [Coca-Cola](http://cocacola.com) puts ~25% here.)

- **Brand Publishing** – 14% (Red Bull, anyone?)

- **Search Ads** – 15% ([HubSpot](http://hubspot.com) owns this space.)

- **Display Ads** – 12% ([Airbnb’s](http://Airbnb.com) immersive visuals crush CTRs.)

- **Programmatic** – 15% ([P&G](https://us.pg.com) saw 30% efficiency gains here.)

- **Social Media** – 16% ([Glossier](http://glossier.com) built a $1.2B brand from Instagram alone.)

- **Website & E-commerce** – 10% ([Amazon’s](http://amazon.com) conversion game is relentless.)

#### **Tactical Budget Breakdown**:

- **Paid Display** – 16% (41% of it is retargeting)

- **Social Media Marketing** – 14%

- **Traditional Marketing** – 13%

- **Email Marketing** – 10%

- **Content Marketing** – 10%

- **SEO** – 10%

- **Search (PPC)** – 9%

- **Landing Pages/Websites** – 9%

- **Affiliate Marketing** – 9%

Forget the silos. Smart brands use these levers *together* — testing, tracking, and iterating with ruthless focus.

## **B2B, however, is a different beast**

You’re not selling Taylor Swift knitted blankets on Instagram. Now, B2B marketing is slower, deeper, and built on trust.

- **Exhibiting at Industry Events** – **40.7%** ([Salesforce’s Dreamforce](https://www.salesforce.com/dreamforce/) alone generates over $1B in pipeline)

- **Web + SEO** – **7.9%** ([Adobe](http://adobe.com) kills this with high-value inbound content)

- **Consumer Exhibiting** – **6.9%**

- **Trade Mag Ads** – **6.6%**

- **Trade SEO/Web** – **5.5%** ([Oracle](http://oracle.com) owns technical SEO)

- **Event Sponsorships** – **5.6%**

- **Corporate Events** – **4.7%**

- **Trade Email Campaigns** – **4.2%** ([ServiceNow](http://ServiceNow.com) is the benchmark here)

This is about credibility and conversion. Not going viral.

## **Healthcare plays by different rules**

Compliance. Ethics. Trust. Healthcare isn’t just another vertical — it’s an ecosystem with its own playbook, and marketing, as well as branding, are essential for success. However, their breakdown a little more skewed toward traditional, with some other channels (ahem, patient education) thrown in.

- **Online Paid Ads** – 16%

- **Patient Education** – 14%

- **Websites** – 14%

- **TV/Radio** – 12%

- **Billboards** – 10%

- **Print** – 9%

- **Email** – 6%

- **Strategy** – 6%

- **Signage** – 5%

- **Promo Items** – 4%

- **Data Analytics** – 4% (And that’s the problem.)

That last stat should give you pause. While most healthcare orgs barely touch analytics, disruptors like **[Simpliphy](http://simpliphy.com)**, **[One Medical](http://onemedical.com)** and **[Teladoc](http://teledoc.com)** are spending **15–20%** here. Why? Because they’re laser-targeting patient journeys and dropping acquisition costs by 30%. That’s not innovation—it’s dominance.

## **Break the rules, then rewrite them**

Here’s the truth you won’t hear in your typical “Marketing 101” webinar: These budget percentages? They’re starting points, not sacred law.

The smartest brands test, track, and reallocate in real time.

- **[Notion](http://notion.com)** grew to $10B with zero traditional spend—70% of their marketing went to content and community.

- **Shopify** ignored the norms, pouring 35% of their budget into partner programs (when the benchmark said 10% max).

- **[Purple Mattress](http://purple.com)**? They broke the mattress mold by throwing 70% of their spend into offbeat YouTube content while competitors stayed safe in Google Ads.

Benchmarks are for the average. You’re not here to be average.

## **So, what are you choosing? **

Are you bold enough to rethink your budget? Are you willing to put your money where your strategy is? Because in 2025, the brands that rise won’t be the ones that did what everyone else did — they’ll be the ones that dared to spend differently.

If you're ready to stop playing by someone else's playbook and start building your own, [we should talk](https://thebrandleader.com/contact/).

---

### Why Medtech Needs to Care About Branding, Now More Than Ever

Source: https://thebrandleader.com/medtech-branding-importance/

In a world dominated by clinical data, safety metrics, and ROI conversations, branding in medtech often gets the short end of the stethoscope. It's easy to assume that a product's performance will speak for itself. After all, when lives are on the line, isn’t efficacy enough?

Spoiler alert: it’s not.

Branding in medtech isn’t just your logo or your color palette — it’s the emotional connection between your product and the people whose lives it touches. It’s the promise you make to clinicians, patients, and investors. It’s your values, your vision, and the visual story you tell — whether through a tradeshow booth or a packaging label.

And yet, branding remains underappreciated in our industry.

### Why Branding Gets Overlooked in Medtech

Why? Because measuring the impact of branding is tough. It doesn’t show up in your Q2 numbers like a sales campaign might. And the structured purchasing processes in healthcare tend to prioritize clinical validation and financial outcomes over storytelling and visual identity.

But here’s the reality: almost every medtech company is struggling with the same thing — ***differentiation***.

Everyone’s promising better outcomes. Everyone’s leveraging innovation. Everyone’s using blue logos and stock photos of smiling patients. If your brand looks and sounds just like the next one, how do you expect to win trust, attention, or investment?

### Branding: The Secret Weapon for Medtech Growth

This is exactly why **medtech branding** is your secret weapon.

A well-crafted brand cuts through the clinical clutter. It elevates your unique value proposition and makes your message stick — both emotionally and strategically. It creates a consistent identity that buyers and investors can recognize and trust.

Need proof? Just ask anyone in hospital facilities what “gold tops” or “purple tops” are. Chances are, they’ll reference disinfectant wipes made by PDI — even if they don’t recall the company name. That’s branding at work. It influences decisions, builds familiarity, and drives loyalty, sometimes more powerfully than price or performance alone.

### A Strategic Advantage

When your brand is strong, your story becomes more than a pitch — it becomes a reason to believe. This matters not just for your buyers, but also for investors and acquisition targets. Brand recognition signals maturity, stability, and growth potential. It shows you’ve done the hard work of defining who you are and why you exist.

So if you’re in medtech and you’ve been sleeping on branding, it’s time to wake up.

Because in an industry where branding is often overlooked, being the company that gets it right isn’t just smart, it’s unforgettable.

---

### Yellow Tail’s Glow-Up: Staying Power and Reinvention

Source: https://thebrandleader.com/yellow-tails-glow-up-staying-power-and-reinvention/

Let’s be real: in the crowded, often pretentious world of wine, *Yellow Tail* has always been the fun one at the party. Since its 2001 debut, this budget-friendly Australian brand became an icon with its vibrant labels, playful kangaroo, and unapologetically accessible approach to wine. It broke the rules — ditching the stuffy tradition of unpronounceable French vineyard names and replacing them with something anyone could pick up and enjoy. It wasn’t just wine; it was a brand revolution.

**Many many brands and new wineries followed suit.**

Fast forward to 2025, and Yellow Tail is stepping into the next era. With wine and alcohol sales softening and Gen Z turning their backs on cheap wine in favor of canned cocktails, hard seltzers, or TCH/CBD products, the brand had to do something bold. Enter: the *Yellow Tail refresh* — a new contemporary redesign that doesn’t just update the look but reminds consumers why they fell in love with the brand in the first place.

Or, that is, what they're hoping.

### **How do you Refresh a Brand Without Losing the Magic**?

Branding/rebranding/refreshing is a tightrope walk between evolution and consistency. Get it wrong, and you alienate loyal customers (*cough* Tropicana’s 2009 disaster *cough*). Get it right, and you remind the world why you matter while opening the doors to a fresh audience.

Yellow Tail’s approach? Keep the essentials, but dial up the impact. The new look features an updated “Roo” (yes, their beloved kangaroo mascot got a glow-up), a sharper logo placement, and bolder color contrasts for easier recognition on cluttered shelves. The labels also now include simple flavor descriptions — because, let’s be honest, most people picking up a bottle of Yellow Tail aren’t wine snobs decoding tasting notes of “barnyard funk with a whisper of leather.”

This refresh is all about maintaining that core promise: wine without the intimidation. And let’s not overlook the strategy here — when younger generations are moving toward visually appealing, personality-driven branding (hello, canned cocktails), Yellow Tail is smartly doubling down on its strongest asset: being the most approachable bottle on the shelf.

### **More Than a New Look — A Full-Court Press**

The packaging refresh isn’t happening in a vacuum. Yellow Tail is rolling out a *360-degree marketing campaign* spanning TV, digital, social media, and in-store activations. The message? *Celebrate life’s simple moments—no need for a sommelier certification*.

**A brand isn’t just about aesthetics — it’s about experience, identity, and *meaning*.

It’s a move straight from the branding playbook—because design changes alone don’t guarantee success. Without storytelling, without emotional connection, a rebrand is just window dressing. What Yellow Tail understands (and what we at The Brand Leader preach) is that a brand isn’t just about aesthetics — it’s about experience, identity, and *meaning*.

### Lessons for Brands Facing a Similar Crossroads**

Yellow Tail’s refresh is all about **brand longevity**. Here’s what other brands—whether in wine, wellness, or widgets — should take away from my playbook:

- **Recognize the Shift.** Consumer behavior changes. If your core audience is aging out and younger generations don’t see your value, you *must* pivot. *Adapt, or become irrelevant.*

- **Stay True, But Don’t Stay Stale.** The best rebrands build on what made the brand great in the first place. Yellow Tail didn’t abandon its playful, casual DNA—it amplified it. *Evolution, not revolution.*

- **Go Beyond the Label.** A visual update is only the first step. If you’re rebranding, think holistically—how does your new look translate to digital, advertising, social, and in-store experience? (*Spoiler: it needs to be everywhere.*)

- **Tell a Bigger Story.** The most successful brands don’t just sell products—they sell feelings, moments, and lifestyles. Yellow Tail isn’t just about wine; it’s about joy, fun, and togetherness.

### **The Verdict? A Smart Bet.**

Will this rebrand bring Yellow Tail back to its early-2000s dominance? Maybe not overnight. But it’s a move in the right direction—a reminder that even mass-market brands need to stay fresh, relevant, and, most importantly, *impossible to ignore*.

And if all else fails? Well, there’s always a glow-up waiting for the *Roo* itself. Just give us a call, Yellow Tail.

---

### How are the Trade War and Tariffs Affecting the Wine &amp; Spirits Industry?

Source: https://thebrandleader.com/how-the-trade-war-and-tariffs-are-effecting-the-wine-spirits-industry/

The U.S. wine and spirits industry is facing one of its most disruptive challenges yet: a proposed 200% tariff on European alcoholic beverages, including wine and liquor. Announced by the White House in March 2025 as a retaliatory measure against the European Union’s (EU) tariffs on American whiskey, this decision has sent shockwaves through the industry.

At The Brand Leader, we work with both U.S. and European wine and spirits brands, helping them navigate the complexities of branding, strategy, and marketing. In light of these looming tariffs, many of our clients are asking the same question: *How will this affect us, and what can we do about it?*

## **How Will These Tariffs Affect Wine & Spirits Brands**?

For **U.S. brands exporting to Europe**, the EU’s 50% tariff on American whiskey — triggered by Trump’s earlier aluminum tariffs — is already causing strain. Now, with the U.S. retaliating, there’s growing fear that the EU may further escalate trade restrictions, making American wines and spirits even less competitive in the European market.

For **European brands selling in the U.S.**, the proposed 200% tariff could be devastating. European wines currently make up a significant portion of the U.S. market, with imports totaling nearly $5 billion in 2024. If these tariffs take effect, prices for European wines and spirits could skyrocket, leading to plummeting sales, disrupted supply chains, and an overall decline in market share.

Meanwhile, **U.S. retailers and distributors** who rely on European imports will have to navigate higher costs, reduced demand, and potential shifts in consumer behavior as wine lovers seek alternatives.

### **So, What Can Brands Do?**

Rather than reacting with panic, smart brands should focus on proactive strategies — whether that means refining their branding, exploring alternative markets, or doubling down on consumer engagement.

## **Strategies for U.S. Wine & Spirits Brands Exporting to Europe**

- **Diversify Your Market Strategy**
While Europe is a key market, brands should start looking at alternative export destinations such as Asia, Canada, and Latin America, where tariffs may not pose the same roadblocks.

- **Tell a Stronger Brand Story**
European consumers already associate American whiskey with quality and craftsmanship. Now is the time to double down on storytelling that highlights heritage, sustainability, and the uniqueness of your brand to justify premium pricing.

- **Lean Into Local Partnerships**
Teaming up with European distributors, bars, and retailers can help U.S. brands navigate potential trade barriers. Offering exclusive collaborations or limited-edition products can generate buzz and maintain sales momentum.

## **Strategies for European Wine & Spirits Brands Entering the U.S.**

- **Develop a Stronger Direct-to-Consumer (DTC) Model**
With higher tariffs on wholesale imports, European brands should invest in digital marketing and e-commerce strategies to sell directly to American consumers where possible.

- **Create “Americanized” Offerings**
Consider limited releases that cater to U.S. preferences, such as exclusive packaging, branding adjustments, or region-specific marketing campaigns.

- **Partner With Domestic Producers**
European brands should explore co-branding opportunities with American wineries, distilleries, or importers to create hybrid products that bypass some of the direct tariff impact.

## **Branding & Marketing Tactics to Mitigate the Crisis**

Regardless of which side of the Atlantic your brand is on, the right branding and marketing moves can make all the difference:

- **Premiumization & Scarcity Marketing**
If your product is about to become more expensive, lean into exclusivity. Position your brand as a high-end, must-have item with a compelling backstory, rather than focusing on affordability.

- **Content & Storytelling**
Reinforce the emotional connection consumers have with your brand. Use digital storytelling, video content, and influencer collaborations to keep your audience engaged despite potential price hikes.

- **Loyalty Programs & Subscription Models**
For brands selling in the U.S., rewarding repeat customers through exclusive memberships or wine clubs can keep them engaged, even if prices rise.

- **Creative Workarounds**
Some brands may explore alternative formats, such as smaller packaging sizes, lower alcohol content (to fall under different tax brackets), or innovative product lines that sidestep tariff restrictions.

While the proposed tariffs pose a serious challenge, they also create an opportunity for brands to rethink their strategies, sharpen their messaging, and build deeper connections with consumers. The brands that will survive — and thrive — are those that can adapt quickly, leverage creative branding solutions, and explore new ways to reach their audience.

At **The Brand Leader**, we specialize in crafting unforgettable brand experiences, even in the face of uncertainty. Whether you’re a U.S. brand trying to stay relevant in Europe or a European producer navigating the American market, we can help you refine your messaging, strengthen your positioning, and future-proof your brand,

---

### Email Marketing: Why Your Wine Business Can’t Ignore It

Source: https://thebrandleader.com/email-marketing-why-your-wine-business-cant-ignore-it/

As the digital landscape becomes more crowded and increasingly competitive, it’s critical for wineries & wine brands to adopt effective, direct communication channels that allow them to connect with consumers and industry partners. One of the most powerful tools for accomplishing this? **[Email marketing.](https://mailchimp.com/marketing-glossary/email-marketing/)** Despite being one of the oldest digital marketing strategies, it remains a top performer for nurturing customer relationships, driving e-commerce sales, and strengthening brand identity.

In this blog, we’ll explore why email marketing should be a key part of your winery’s digital strategy and how audience segmentation can take your efforts — and your brand — to the next level.

## **Why Email Marketing Cannot Be Ignored**

When it comes to building direct relationships and delivering personalized messaging to a brand's audience, email marketing is unmatched. Here’s why your winery should prioritize it:

- **High ROI:** According to the Data & Marketing Association, email marketing generates an average ROI of $42 for every $1 spent. ([Source](https://www.constantcontact.com/blog/what-is-the-roi-of-email-marketing/))

- **Direct Consumer Access:** Unlike social media, where algorithms determine visibility, emails go straight to the inbox of engaged subscribers.

- **Retention and Loyalty:** Regular communication with consumers helps reinforce brand loyalty and encourages repeat purchases.

- **Personalization at Scale:** With advanced tools and automation, wineries can create tailored email experiences for different audience segments.

*Maximize direct-to-consumer success with these [DTC wine strategies](https://thebrandleader.com/dtc-wine-strategies-for-success-in-this-growing-sales-channel/)*

## **The Importance of Audience Segmentation**

Audience segmentation is the process of dividing your email subscribers into smaller, targeted groups based on shared characteristics such as purchase behavior, location, engagement level, or customer type. Segmentation makes it easier for your winery to deliver the right message to the right audience, increasing engagement and conversions.

Let's break down how you can effectively segment your email lists:

### **1. Consumers: E-commerce vs. On-Premise Focus**

Segmenting consumers based on purchasing habits and preferences enables you to create targeted campaigns that feel more personal.

- **E-commerce Customers:** Focus on online sales promotions, exclusive wine bundles, and special delivery offers.

- **On-Premise Visitors:** Highlight tasting room events, exclusive wine flights, and limited-release offerings.

### **2. Distributors and Retailers: B2B Communication**

Email is equally crucial for communicating with distributors and retail partners.

- Share scoring updates**,** vintage releases, and **new product announcements.**

- Provide key information that helps distributors tell your winery's story to their customers.

By tailoring your messaging to these different audiences, you can build stronger relationships and increase engagement across all channels. 

[Learn about more marketing tactics that actually work for wine companies.](https://thebrandleader.com/6-wine-marketing-tactics-that-actually-work/)

## **Email Marketing Allows Your Brand Stand Out**

Unlike social media and paid advertising, where messaging often needs to be concise and carefully delivered, email marketing gives you a chance to fully express your winery’s brand voice and story.

### **What Makes Email Different?**

- **Opt-in Audience:** Your subscribers have already shown interest by opting in. This simple step creates a more receptive audience for in-depth storytelling and unique brand expressions.

- **Freedom to Showcase Personality:** Whether it's sharing a behind-the-scenes harvest story or introducing the winemaker, email gives you the creative liberty to stand out from the crowd. 

### **Tips for Brand Differentiation in Email Marketing**

- Use rich imagery that captures the essence of your vineyard and wines.

- Craft compelling subject lines that reflect your winery’s personality.

- Include personal touches like winemaker notes or team spotlights.

## Final Word

Effective email marketing is essential for wineries & wine companies looking to build stronger customer relationships, drive sales, and stand out in a competitive market. By leveraging audience segmentation, wineries can tailor messaging for different consumer groups—whether it's eCommerce shoppers, on-premise visitors, or B2B partners like distributors and retailers. Email also provides a unique opportunity for brand differentiation, allowing wineries to tell their story and engage subscribers in a more personal, opt-in environment. With a strategic approach, wineries can use email marketing to boost loyalty, increase conversions, and create lasting connections with their audience.

If you're ready to take your wine business to the next level,** [see how The Brand Leader can help](https://thebrandleader.com/wine-spirits-agency/).**

---

### A Guide to Wine Trade Show Success in 2025

Source: https://thebrandleader.com/a-guide-to-wine-trade-show-success-in-2025/

For wineries looking to expand business beyond direct-to-consumer and regional distribution, participating in a wine trade show is a strategic way to reach national and international audiences. A wine trade,[just like other ways of marketing your wine brand](https://thebrandleader.com/wine-spirits-agency-landing/), show brings producers together under one roof with industry professionals and potential buyers like sommeliers, distributors, and retailers. It’s an opportunity to meet as many people as possible and showcase products in a way that is often more feasible than visiting individual markets. 

#### Setting Goals and Outcomes 

One of the main reasons to participate in a trade show is to make new connections or form stronger ones. Heading into the event, figure out what success will look like, whether it's obtaining a certain amount of new contacts, building relationships with key journalists, or setting up one-on-one meetings with a few specific buyers. Increasing sales is another excellent reason to participate in a trade show, and goals like securing a new buyer or receiving a set number of orders could be benchmarks. Increasing brand recognition, pushing traffic to the brand’s website, or securing media coverage are other ways to [boost marketing efforts](https://thebrandleader.com/6-wine-marketing-tactics-that-actually-work/) and reach important goals. 

Learn more: [How to Make Your Wine Brand More Attractive to Distributors](https://thebrandleader.com/how-to-make-your-wine-brand-more-attractive-to-distributors/)

#### Choosing Which Wine Trade Shows To Attend

After identifying goals, choosing which trade show to attend becomes easier. Each has its own benefits and offerings, so the key to success is finding which show provides the most benefit for the cost. A few things to look for are opportunities to participate in special events like seminars, master classes, or winemaker dinners. These allow for more quality time with prospective buyers. Access to media is another component that should be considered. Check to see whether journalists are featured as panelists or moderators and if the event received media coverage during the previous year. 

#### Marketing Before, During, and After the Show

Participating in a trade show can be a big undertaking, especially if your marketing department is small. Hiring a PR agency can help alleviate the workload since they can identify the marketing activities that would best fit your brand and help execute them for you. Here are a few things to consider: 

**Before the Show **

Prior to any trade show, preparation is key. You must have a plan for who you want to meet, meetings you want to organize, and even the messaging or news you want to present. Finding out which companies and representatives will be attending will help focus efforts. Since thousands of people attend these events, it's best to figure out who will be most impactful to connect with. If the show has a platform for attendees to communicate on, be sure to utilize it and set up meetings beforehand. 

Social media and email marketing are excellent ways to get the word out that you’ll be at the show. Promote your participation on your social media channels and through digital advertising to enhance brand awareness among attendees. If you’re an exhibitor, create marketing materials beforehand that people can take home to remember the products long after the show is over. 

Signing up for educational sessions or tastings is a great way to get yourself out there and position yourself as a thought leader, which can give additional credibility to your brand. Make sure to discuss potential opportunities with the conference committee, as they’ll assist you in finding the right fit. 

#### During the Show

As an exhibitor, your booth is one of your most powerful marketing tools. Making sure its appearance and features are cohesive with your brand is an important part of trade show success. Enhancing the space with a screen playing video footage, having interactive elements, and an inviting design are all a part of the experience. Introducing technology such as mobile apps, virtual reality, or augmented reality can help you stand out. The more attractive your booth, the more interested visitors will be in visiting it. 

In addition to exhibiting your product, you should find ways to get out of the booth and interact with others. Whether that’s attending the available networking events or participating in after-hours social gatherings, it’s important to be approachable and open-minded. Even if you’ve already met the people you planned to, there’s never a shortage of relationships to be made. 

**After the Show **

One of the most impactful things you can do is post-event follow-up. Send personalized emails to all the people you saw and contacts you made. Continuing to engage after the event will move leads along and can convert many new contacts into long-term partnerships. 

#### Top Wine Trade Shows in the U.S.

**Direct to Consumer Wine Symposium**
**January 20-26, 2026**
**Monterey, CA**

Presented by and as a fundraiser for Free the Grapes!, the DTCWS is celebrating its 19th year as the nation’s premier winery DTC sales and marketing conference. The Symposium includes keynote speeches from industry leaders and thought leaders outside the industry, practical workshop sessions, town hall-type discussions, as well as a trade show featuring the industry’s top suppliers. DTCWS  works closely with industry professionals to present case studies, supporting data, and solutions to common winery DTC challenges with the goal of providing participants with more tools to accelerate and grow their businesses. [Learn More →](https://dtcwinesymposium.com/)

**Unified Wine & Grape Symposium
January 27-29, 2026 | Exhibits: January 28 & 29, 2026
SAFE Credit Union Convention Center, Sacramento, CA**

The Unified Wine & Grape Symposium was created by the American Society for Enology and Viticulture (ASEV) and the California Association of Winegrape Growers (CAWG) 30+ years ago. It has become the largest wine and grape show in the nation. This event offers the chance to meet other wine industry professionals, foster friendships, grow connections, and get updated on the industry’s latest news and trends. [Learn more →](https://www.unifiedsymposium.org/)

**Access LIVE - Wine & Spirits Wholesalers of America **
**February 2-5, 2026 **
**Caesars Forum, Las Vegas, NV**

Formerly the WSWA Annual Convention & Exposition, the rebranded event brings wine and spirits professionals such as wholesalers, retailers, suppliers, and media together for networking and discovery. All new interactive zones will help foster connections and build relationships in engaging ways. Educational opportunities will also be available with speakers and panelists covering hot topics in the industry. [Learn more →](https://accesslive.wswa.org/)

**VinExpo America **
**April 29-30, 2026**
**Miami Beach Convention Center**

One of the most comprehensive events for exhibitors and buyers, the 20-year running event reunites the beverage alcohol industry in person. Wine, spirits, beer, RTDs, and sake producers are welcome to showcase their products. Two full days of educational programming in the form of master classes and conferences feature industry news and updates beneficial to attendees. [Learn more →](https://vinexpo-america.com/)

**USA Trade Tasting
May 2027
Chicago, IL **

This annual wine and spirits trade show allows retailers, importers, distributors, sommeliers, and bartenders to meet and grow business opportunities is taking a break this year while they re-format the event for 2027. [Learn more →](https://usatradetasting.com/)

#### Top International Wine Trade Shows 

**VinExpo Paris**
**February 9-11, 2026
Porte de Versailles, Paris**

With exhibitors visiting from 45 different countries to get in front of a global audience, the trade show has been growing in popularity over the five years it has been in operation. VinExpo Paris includes tasting panels, forums, and speakers for added value for visitors. [Learn more →](https://wineparis-vinexpo.com/)

**ProWein**
**March 15-17, 2026
Dusseldorf, Germany **

The 30+-year running show is considered an institution in the wine industry. With more than 49,000 visitors, 6,000 exhibitors, and 1,000 journalists, ProWein is one of the most comprehensive wine trade shows in the world. [Learn more →](https://www.prowein.com/)

**Vinitaly
April 12-15, 2026**
**Verona, Italy **

Since 1967, Vinitaly has served the global wine supply chain with its four-day event that promotes relationships between producers, buyers, and stakeholders and invites them to share their skills and experiences. ​** **[Learn more →](https://www.vinitaly.com/en/)

**London Wine Fair
May 18-20, 2026**
**Olympia, London**

The UK’s largest live and virtual drinks event, the London Wine Fair welcomes more than 10,000 industry professionals. It’s rich with educational opportunities, wine tastings, and networking opportunities both in person and on its digital platform. [Learn more →](https://www.londonwinefair.com/)

Looking for support at a specific trade show or need help deciding which is best for you to attend? We're pros at this and would love to help! [Contact us today](https://thebrandleader.com/contact/).

---

### AI and Agencies: Your Best Intern Who Never Sleeps (or Asks for a Raise)

Source: https://thebrandleader.com/ai-and-agencies-your-best-intern-who-never-sleeps-or-asks-for-a-raise/

The branding and design world has always been about [pushing boundaries](https://www.greenvilleonline.com/story/news/local/greenville-roots/2017/06/27/henderson-advertising-clemsons-tiger-paw/430780001/#:~:text=With%20$500%20borrowed%20from%20his,Texize%20Liquid%20Cleaner%20extraordinarily%20successful.&text=Henderson's%20initial%20office%20was%20in,The%20company%20closed%20in%202006.), taking risks, and staying ahead of trends. But every so often, a new tool comes along that makes people nervous. Enter **AI**—the latest technology sending the creative industry into an existential crisis.

Let’s clear the air: AI isn’t coming for your job. It’s not here to replace creativity—it’s here to amplify it. Think of AI as the ultimate intern: it never complains, doesn’t take coffee breaks, and won’t ask for a raise. But like any intern, it needs guidance, policies, and a firm hand to keep it from going rogue.

"AI isn’t here to replace creativity, it’s here to *amplify* it."

So how do design agencies embrace AI without selling their creative soul? Simple. Use it to work smarter, not to get creatively lazy. AI can’t dream up your next brilliant campaign, but it can handle the busywork, optimize your workflow, and help you focus on actual creativity. Here’s how it’s reshaping the industry—without turning us into button-pushing robots.

### **AI as Your Research Assistant: The Nerd You Always Needed**

Every great branding project starts with research. What’s trending? What’s your client’s audience craving? Where’s the competition failing miserably? AI is the overachieving research assistant you wish you had in college, digging up everything you need in minutes.

Instead of sifting through endless reports, AI can scan competitor strategies, identify market gaps, and summarize consumer behavior trends instantly. It can track social sentiment—because knowing whether people love or hate a brand (or just ignored that “big” launch) is priceless. Instead of wading through 50-page PDFs of analytics jargon, AI cuts through the clutter, handing you the insights that actually matter.

Rather than spending hours buried in Google, AI helps you start projects with real data, not just gut feelings. And while we love creative instincts, data-backed creativity wins every time.

### **SEO & Content: Because Nobody Reads Page 2 of Google**

Let’s be real—SEO is the least sexy part of marketing (right up there with drafting SOWs, but I digress). No one dreams of writing meta descriptions or keyword reports, but they matter. And if your beautifully designed campaign isn’t optimized, it might as well not exist. AI steps in to take care of the grunt work.

From keyword research in minutes to generating SEO-friendly blog outlines and ad copy variations, AI makes content optimization effortless. Need to refine messaging for higher engagement and click-through rates? AI has your back.

But let’s be clear: AI doesn’t make content automagically brilliant. It still needs a human touch—because an AI-generated tagline won’t have the wit, sarcasm, or perfect brand voice you need. What it does is handle the heavy lifting, so your content is visible and effective instead of rotting away on Page 6 of Google search results.

### **A Copywriter’s Best Friend (Not a Replacement, Relax.)**

Copywriters, let’s talk. Some days, the words just aren’t flowing. Whether you’re drowning in deadlines or your brain is simply refusing to function, AI can be your backup brain.

Say you need five variations of an ad headline but your creative tank is empty. AI’s got it. Stuck trying to distill 500 words of product copy into a single punchy line? No problem. Want to A/B test different social captions? AI makes it quick and painless.

But here’s the deal—AI is a tool, not a talent. It can assist with structure and speed, but it doesn’t get humor, subtext, or cultural nuance (yet). Think of AI like a copy assistant: it gives you options, but you make the final call. Because let’s face it, no machine is coming up with your brand’s next viral catchphrase.

### **Design & Concept Development: Mood Boards on Steroids**

AI-powered design tools are supercharging the concept phase, helping agencies visualize ideas faster without replacing the creative process.

When it comes to color palettes, AI doesn’t just suggest a shade of blue — it mathematically adds tertiary colors, adjusts contrasts, and recommends complementary tones. It can analyze typography combinations, refine layout variations, and even generate concept visuals that spark new creative directions.

"Humans ideate. AI *iterates*."

AI-assisted branding software can also spot logo similarities, ensuring your design is original and not just your subconscious recycling something you saw three years ago. But let’s get this straight—we do not use AI to create logos. The ideation process is human-driven, and AI’s role is to iterate, not originate.

Does AI replace designers? Absolutely not. It’s like a junior designer who can mock up 50 ideas at lightning speed, but only a human knows which ones don’t suck.

### **AI in Video & Motion: Because Video Isn’t Optional Anymore**

**Video content is king, and AI is making production way less painful.**

Need to automate editing? AI cuts production time in half. Need subtitles? Done in seconds. AI-powered motion tools enhance animations without hours of frame-by-frame adjustments.

If you’re still manually exporting 15 versions of a 30-second clip for different platforms, please stop suffering. AI can handle cutdowns, captions, and smart edits, so your time is spent crafting, not clicking export 37 times.

### **Dynamic Ads & Personalization: The Science of Getting Clicks**

AI is revolutionizing advertising by making ads hyper-relevant to users.

It dynamically adjusts creative content, bidding strategies, and targeting in real-time to maximize ROI. It learns what works and what flops, making sure you’re not wasting money on ineffective ads. AI doesn’t replace your media buyer, but it does make budget allocation and creative testing significantly smarter.

### **Reporting & Dashboards: The Data You Actually Need**

Nobody loves manually compiling Google Analytics reports or sifting through social media stats. AI takes over the number crunching and delivers insights that actually matter.

A solid AI-powered dashboard tracks trends, flags anomalies, and provides real-time performance updates. Instead of digging through spreadsheets, you’ll instantly know if engagement dropped on Sunday because organic traffic spiked, but conversions didn’t follow.

Would you catch that yourself? Probably. As fast as AI? Not a chance.

### **AI in Social Media: The Best Intern for Scheduling & Strategy**

Social media moves fast, and AI keeps you ahead of the game.

It schedules posts at optimal times, analyzes trending topics, and even auto-generates captions and hashtags. It ensures your brand isn’t posting stale memes or missing major cultural moments. Basically, it’s a 24/7 strategist without the burnout.

### **Transparency: The Golden Rule of AI Use**

AI is a powerful tool, but agencies *must use it ethically and transparently*.

Tell clients where AI is being used. Human oversight is non-negotiable—AI should assist, not replace. Data privacy is critical—agencies must ensure AI tools handle client data responsibly.

Think of AI like a self-driving car—it makes the ride smoother, but you still need a human at the wheel.

### **AI is a Power Tool, Not a Replacement**

AI isn’t the enemy—it’s an advantage. Agencies that embrace AI will outpace those that resist it, but creativity isn’t an algorithm—it’s human.

The winning formula? Combine AI’s efficiency with human intuition, strategy, and storytelling.

So, are you future-proofing your agency, or are you still making interns manually compile reports? The choice is yours. Use AI wisely. Keep pushing creative boundaries.

### Let’s make branding, design, and advertising better—**together**.

---

### How to Market to Generation Z

Source: https://thebrandleader.com/how-to-market-to-generation-z/

## **Connecting with the Most Skeptical, Digital, and Value-Driven Generation**

Gen Z is unlike any consumer group before them. Born between the mid-90s and early 2010s, they have grown up in an era of rapid technological shifts, economic uncertainty, and global crises. They are the most [digitally-connected, socially-aware](https://thebrandleader.com/the-seven-needs-of-generation-z/), and brand-skeptical generation ever, making traditional marketing tactics ineffective. Unlike previous generations who grew up with a degree of faith in corporations and institutions, Gen Z is inherently distrustful. They have watched brands make performative statements, companies exploit labor while touting ethical values, and influencers get “exposed” for being disingenuous.

They are also the most mentally exhauste**d** generation. [Anxiety, depression, and loneliness](https://thebrandleader.com/the-seven-needs-of-generation-z/) define much of their social reality, and the digital-first world they navigate has only heightened the disconnect between real and curated experiences. They don’t just want brands to sell them something; they want brands to stand for something, to reflect their values, and to engage them on their terms. If a brand doesn’t feel authentic, engaging, and socially responsible, Gen Z will disengage in an instant.

For companies hoping to win their attention, the approach must be radically different from what worked in the past.

### **Authenticity is a Non-Negotiable**

Gen Z can spot inauthenticity a mile away. In an era where social media makes it easy to dissect a brand’s past statements, labor practices, and partnerships, companies that attempt to **fake relatability** or jump on social trends without true commitment quickly lose credibility. The rise and fall of fast-fashion brands in the sustainability conversation is proof of this. Many retailers have launched eco-friendly initiatives only to be exposed for greenwashing. The fallout is swift — Gen Z will turn to social media, call out the hypocrisy, and ensure the brand’s reputation takes a hit. They're vicious this way, like a dog with frisbee, they simply won't let go.

Not so for **[Liquid Death](http://liquiddeath.com)**, who was able to able this pitfall. At first glance, the canned water company seems like a joke — a brand built around irreverence, heavy-metal aesthetics, and over-the-top marketing campaigns, like their co-lab with [YETI, the coffin "Casket Cooler](https://liquiddeath.com/products/yeti-x-liquid-death-casket-cooler?srsltid=AfmBOopkIm5VgPdAKIoLcojbW0y1Ej6d8Ks_2bbKb_dcBWiK3QLS9v1V)." But it works because the company owns its identity completely (their tagline is "Murder your thirst"). It isn’t pretending to be a wellness brand or an environmental savior; instead, it leans fully into humor, satire, and entertainment. That kind of consistency builds trust, enticing engagement, and ultimately, loyalty.

On the other side of the spectrum, **[Duolingo](http://duolingo.com)** has managed to become a Gen Z favorite simply by embracing the weird, absurd, and unpredictable nature of digital culture, like [killing it's famed favorite mascot, Duo the owl](https://www.nbcnews.com/pop-culture/duolingo-death-owl-duo-cybertruck-social-media-what-happened-rcna191939). Its social media presence, led by a team that deeply understands how young audiences engage online, has turned this prominent language-learning app into an entertainment platform in itself. Rather than treating their audience as passive consumers, they engage directly — commenting on viral TikToks, embracing self-deprecating humor, and allowing the brand’s voice to be playful and unpredictable.

### **Digital Fluency is Mandatory**

Unlike Millennials, who remember a time before smartphones and social media, Gen Z has always been online. They consume information faster, shorter, and in highly visual formats, and [almost entirely on iPhones](https://www.businessinsider.com/apple-rules-gen-z-nearly-90-percent-have-iphone-survey-2023-10), a device invented in their first decade of their generation. The days of static ads and polished corporate messaging are over — brands that want to reach them need to operate at the speed of culture.

Gen Z in Europe understands that **[Ryanair](http://ryanair.com)**, a budget airline that has turned its own reputation for bad service into a social media phenomenon (listen up, Spirit Airlines!). Instead of fighting against the negative press, the airline leaned in — [creating a TikTok presence](https://www.tiktok.com/channel/ryanair?lang=en) that openly jokes about its tight seats, extra fees, and unpredictable flight schedules. This kind of transparency, even if self-deprecating, works because it meets Gen Z on their level. Rather than attempting to control the narrative, Ryanair embraces the humor and unpredictability of the internet, making their brand not just tolerable, but actually likable.

### **Personalization and Interactivity Drive Engagement**

But Gen Z also doesn’t just want to passively consume content; *they want to be part of the conversation*. Static one-size-fits-all messaging doesn’t resonate with them the way it did with previous generations. They expect personalization, interaction, and brand experiences that feel made for them, from e-commerce to fast casual food linesm, like at [Chipotle](http://chipotle.com).

The food chain brand has consistently leveraged interactive marketing to engage Gen Z in a way that *feels* organic. From viral TikTok challenges to personalized menu hacks, Chipotle involves its audience in the branding process mostly by [engaging them on social media](https://keeganedwards.com/chipotle-marketing-strategy-revolutionizing-the-fast-food-industry/#:~:text=Customer%20Loyalty%20and%20Advocacy&text=One%20of%20the%20key%20initiatives,also%20promotes%20it%20to%20others.). And, when customers feel like they have ownership over a brand’s identity — whether it’s through limited-time menu items chosen by fans or campaign ideas sparked by social media trends — it creates a deeper sense of emotional connection with the brand itself.

### **Social Responsibility Must Be More Than a Hashtag**

Gen Z doesn’t just care about values—they demand action. Unlike Millennials, who were often satisfied with corporate statements of solidarity, Gen Z expects brands to prove their commitments through tangible action. Posting a black square on Instagram or using inclusive language in an ad isn’t enough anymore. They are looking at supply chains, labor practices, and where a company puts its money — not just its mouth.

Take a look at [American Eagle Outfitters](http://ae.com) lingerie and activewear women's brand [Aerie](https://www.ae.com/us/en/c/aerie/cat4840006). Not only have they made body positivity a core part of its business model (closing the gap on Victoria's Secret), they embrace a long-term commitment to showcasing unedited, real bodies in their advertising. (***Editor's note**: With four girls and a wife who all love Aerie, this is important to me, even as a Gen X'er*). While other fashion retailers have faced backlash for token diversity campaigns, Aerie has built a community around acceptence, [a cornerstone need of this generation](https://thebrandleader.com/the-seven-needs-of-generation-z/). They don’t just include diverse models for a single campaign, either. They invest in an ongoing effort that feels woven into their brand DNA.

### **The Brands That Win Will Be the Ones That Feel Like People, Not Corporations**

Marketing to Gen Z isn’t about having the biggest ad budget or the most polished brand identity, as it has felt for so long in the advertising world. This is a generation that thrives on authenticity, humor, interactivity, and social consciousness. They don’t want to be *marketed to* — they want to be part of the story themselves.

The brands that are succeeding *aren’t the ones* that talk *at* Gen Z, but the ones that *engage with *them. The key is to make the brand feel human.

For companies that fail to adapt (Pepsi, Amazon, Glossier have been named a lot), the message from Gen Z is clear: If it feels fake, it’s irrelevant. If it feels forced, it’s cringe. If it feels hidden, it probably is.

But if it feels real, they’ll embrace it wholeheartedly.

(***Editor's Note:** All of my six children are firmly in Generation Z. Ask me anything about it.*)

---

### The Tequila Boom Is Over. Long Live Tequila.

Source: https://thebrandleader.com/the-tequila-boom-is-over-long-live-tequila/

For years, **tequila** was the darling of the spirits world. It was no longer just for margaritas or bad decisions in a college bar (I plead the fifth, your honor) — it was sipping neat, lounging in crystal glasses, and sporting triple-digit price tags. Brands like [Patrón](https://www.patrontequila.com), [Don Julio](https://www.donjulio.com), and [Casamigos](https://www.casamigos.com) led the charge, convincing consumers that tequila deserved a spot next to single malt scotch and top-shelf bourbon. And guess what? *It worked.* Tequila officially overtook whiskey in U.S. sales in 2023, raking in $6.5 billion to whiskey’s $5.3 billion. Not bad for a spirit once relegated to spring break shots.

But here’s the thing about meteoric rises — they tend to be followed by equally dramatic corrections. And that’s exactly what’s happening now.

### The Tequila Surplus Nobody Ordered

According to the Tequila Regulatory Council (CRT), **[Mexico is sitting on 525 million liters of unsold tequila](https://www.firstpost.com/explainers/mexico-tequila-surplus-half-a-billion-litres-unsold-crisis-13851675.html#:~:text=Mexico's%20tequila%20industry%20is%20facing%20an%20unprecedented%20challenge.,produced%20in%202023%20remained%20unsold.).** That’s nearly an entire year’s worth of production gathering dust in barrels and warehouses, waiting for consumers who suddenly aren’t biting.

Why? A few reasons. First, **U.S. demand has cooled.** After years of trading up to ultra-premium bottles (thank you, lockdown-induced luxury drinking habits), consumers are shifting toward mid-tier tequilas priced between $22.50 and $44.99. That’s bad news for brands that built their business on exclusivity. Second, **agave prices have crashed.** What once cost distillers $30 per kilogram now hovers around $2. That’s a windfall for big brands but a gut punch for independent agave farmers. And third, **there’s the looming tariff threat.** Trump’s proposed 25% tax on Mexican imports — currently on hold as of this writing — could spike prices overnight and make that growing tequila glut even harder to move.

### The Celebrity Tequila Bubble Is Popping

If tequila’s success was a plane ride, celebrities were sitting in first class, sipping their own brands and making millions off the hype. But now, that plane is hitting turbulence. **George Clooney’s [Casamigos](https://www.casamigos.com), once the gold standard of celebrity-backed spirits, has slashed prices to stay competitive.** Diageo, the brand’s parent company, admitted Casamigos had “got out of whack” on pricing post-COVID. Meanwhile, Matthew McConaughey’s **[Pantalones Tequila](https://www.pantalonestequila.com/)** is out here trying to sell booze with the tagline “Pants are optional,” and Danny McBride’s **[Don Gato Tequila](https://www.dongatotequila.com/)** is banking on its irreverence to stand out. Will they succeed? Maybe. But the days of slapping a famous face on a bottle and watching sales skyrocket are over.

### Meanwhile, Mezcal is Having a Moment

While tequila is dealing with a surplus and pricing wars, **mezcal is quietly gaining traction.** The smoky, artisanal cousin of tequila is finding favor with consumers looking for something more unique, craft-driven, and rooted in tradition. (Mezcal isn't immune to celebrity crushes; Dos Hombres is was founded by Bryan Cranston and Aaron Paul, 818 Tequila was launched by Kendall Jenner, Cincoro by Michael Jordan, Teremana by "The Rock," and even Villa One by Nick Jonas (he's a sucker for it).

Mezcal’s lower production scale and strict regulations keep it from facing the same oversupply issues as tequila. Plus, its versatility in cocktails and premium sipping appeal make it a favorite among bartenders and adventurous drinkers. As tequila recalibrates, mezcal could carve out an even bigger piece of the agave spirits market.

### What Happens Next?

Tequila isn’t going anywhere — it’s still projected to grow 9% annually through 2027 — but the game has changed. Brands will need to rethink pricing, differentiate beyond hype, and, dare I say it, actually [build a brand that stands for something](https://thebrandleader.com/understanding-brand-positioning/). The smartest players will lean into sustainability (since agave cultivation has long-term ecological concerns), push into new global markets beyond the U.S., and innovate with formats like ready-to-drink cocktails. The rest? They’ll either adapt or fade into the sea of forgotten celebrity endorsements.

**So is tequila dead?** Hardly. It’s just sobering up. And for an industry that built itself on good times, that’s a reality check worth taking seriously.

[Learn how we can help your spirits brand gain traction](https://thebrandleader.com/wine-spirits-agency/). We've got the salt and lime ready.

---

### The Power of ROI Calculators in MedTech Sales

Source: https://thebrandleader.com/the-power-of-roi-calculators-in-medtech-sales/

If you aren’t leveraging an ROI calculator to demonstrate the return on investment your clients get from purchasing your MedTech product or service, you’re missing out on a powerful tool for getting your product into healthcare spaces.

For most purchasing departments, ROI tools aren’t just nice to have — they’re a mandatory requirement in the procurement process. While you could give a potential customer the information they need to build their own, you can set yourself apart from your competitors by delivering an easy-to-use ROI calculator that their procurement department can employ.

[Learn more about improving your medtech sales presentation](https://thebrandleader.com/leveraging-your-brand-in-medtech-sales-presentations/)

## What Is an ROI Calculator?

In simple terms, ROI calculators are Excel spreadsheets that compare the cost of your product or service to the savings, revenue, or avoided loss the customer will derive from using it. 

But their usefulness doesn’t stop there. You can also include factors your competitors or the procurement team might not recognize. For example, you might help your customer avoid penalties from healthcare-associated conditions (HACs in the hospital parlance) like complications, readmissions, or falls. In some cases, your product will only help create savings and not generate new revenue, but you can use an ROI calculator to demonstrate how, in three to five years, your product will help the customer save far more than it costs to invest in you.

## Building an Effective ROI Calculator

The time you’ll spend building an ROI calculator is insignificant. Data should support all your claims, and your customers should be able to customize their inputs — such as their bed numbers or patient admissions per year. But no matter how you build your ROI calculator, always brand it before it goes out the door! 

If you put effort into building a great one, you’ll have the necessary inputs for an agency or developer to build an online ROI calculator that prospects can engage with when they visit your website. You want to give potential customers some information while keeping the details behind a gate. That way, they’re more likely to provide their lead information to know precisely how you can solve their challenges *and* save them money. 

Struggling to impress your prospects in the medtech space? [Learn more on how The Brand Leader can help grow your footprint in the medtech industry](https://thebrandleader.com/medical-and-medtech-agency/)

---

### The Rise of Seltzer: How Brands Bubbled Up to the Top in a Crowded Market

Source: https://thebrandleader.com/the-rise-of-seltzer-how-brands-bubbled-up-to-the-top-in-a-crowded-market/

Once a humble alternative to soda, seltzer water has transformed into a full-fledged cultural and commercial phenomenon. From classic sparkling water brands to functional beverages and hard seltzers, the category has exploded, proving that market trends evolve not just through demand, but through smart branding and audience segmentation.

This is how markets grow: Starting with necessity, evolving through trend adoption, and then fragmenting into sub-markets that cater to specific audiences.

## **How it all Started**

The story of carbonated water began long before influencers and Instagram-worthy cans. [Schweppes](https://www.schweppesus.com) (Switzerland, 1783), **[Perrier](https://www.perrier.com)** (France, 1863), [San Pellegrino](https://www.sanpellegrino.com) (Italy, 1899), and [Topo Chico](https://www.coca-cola.com/us/en/brands/topo-chico) (Mexico, 1895) were among the first to commercialize naturally carbonated or artificially infused sparkling water. These brands catered to sophisticated European consumers, offering a premium alternative to still water long before "hydration goals" were a thing.

But while these brands thrived globally, sparkling water remained a niche product in the U.S. for decades, used mostly as a mixer or an upscale dining alternative to soda.

## **We're Americans, we want Flavor and Variety**

Everything changed in the 2010s when health-conscious consumers began ditching sugary sodas and artificially sweetened diet drinks in favor of "cleaner" beverages. This shift created the perfect storm for **[LaCroix](https://www.lacroixwater.com)**, which had been around since the 1980s but suddenly exploded into a Millennial-fueled cultural obsession.

**[Polar Seltzer](https://polarseltzer.com)** (a family-owned Massachusetts brand from 1882) saw a resurgence, driven by unique seasonal flavors and strong East Coast loyalty. **[Spindrift](https://drinkspindrift.com)** (2010) took things a step further by using real fruit juice, targeting those who wanted a natural yet flavorful option.

By 2018, PepsiCo jumped into the game with **[Bubly](https://www.bubly.com/#/)** to compete with Spindrift and LaCroix, proving that even big brands had to acknowledge the seltzer revolution. The market wasn’t just growing, it was fragmenting into micro-audiences looking for the version that best suited their lifestyle.

**[AHA](https://www.coca-cola.com/us/en/brands/aha)** entered the market in March 2020 by **Coca-Cola** as its response to the booming flavored sparkling water trend. It was designed to compete directly with LaCroix, Bubly, and Spindrift, but with a few unique twists, such as new, bolder flavors and some with caffeine.

## **Enter the Disruptors**

As with any market trend, the more crowded it gets, the more brands need differentiation. Enter functional seltzers, a category that blends carbonation with added benefits.

- **[Celsius](https://www.celsius.com)** (2004) positioned itself as an **e**nergy-boosting, thermogenic beverage designed for fitness enthusiasts.

- **[Alani Nu](https://www.alaninu.com)** (2018), backed by influencer marketing, directly targeted female fitness and lifestyle consumers, and has since been purchased by Celsius.

- **[Olipop](https://drinkolipop.com)** (2018) and **[Poppi](https://drinkpoppi.com)** (2016, rebranded in 2020) introduced *prebiotic sodas*, appealing to gut-health-conscious consumers looking to swap out traditional soft drinks.

Then came **[Liquid Death](https://liquiddeath.com)** (2019), which completely shattered category norms by marketing its canned sparkling water like an edgy, anti-establishment energy drink. By branding itself with skulls, punk rock, and "murdering your thirst", it attracted young, rebellious consumers who might have never touched a Perrier.

## **Niche Subcultures: CBD & Hard Seltzers Enter the Chat**

The final phase of market fragmentation is when brands carve out hyper-specific audiences, creating entirely new subcategories within a trend.

- **[White Claw](https://www.whiteclaw.com)** (2016) and **[Truly](https://www.trulyhardseltzer.com)** (2016) pioneered the hard seltzer craze, proving that seltzer could replace beer for a younger audience seeking a lighter, low-calorie alcohol option.

- **[Mad Tasty](https://madtasty.com)** (2018), created by musician Ryan Tedder, infused sparkling water with CBD, making it appealing to wellness-focused yet cool, music-loving consumers.

By the 2020s, it was clear: seltzer water wasn’t just a trend—it had become a full-fledged beverage empire, with micro-brands fighting for dominance in health, energy, alcohol, and even CBD-infused spaces.

## **Lessons from Seltzer’s Evolution**

The rise of seltzer water offers a blueprint for how markets evolve:

- **Start as a niche product** – Sparkling water existed for centuries but was originally a niche alternative to soda.

- **Ride a cultural wave** – LaCroix capitalized on **the wellness movement, **making seltzer trendy.

- **Differentiate for survival** – New brands ha**d to add value (energy, gut health, CBD, alcohol) to stand out.**

- **Subdivide into hyper-specific audiences** – Functional beverages, alcohol-infused seltzers, and bold brands like Liquid Death all proved that to thrive in a competitive space, you must create your ow**n subculture.**

What’s next? As brands continue to niche down, expect to see more personalized, functional, and culture-driven seltzers hitting the market. The next big thing might not be just sparkling water—it might be your version of sparkling water.

---

### Place vs. Destination Branding

Source: https://thebrandleader.com/place-vs-destination-branding/

## Understanding The Differences

Imagine you’re sitting in the annual city council meeting when a debate begins about the best ways to market your city. You’ve got a bustling Main Street full of shops, boutiques, and new restaurants that every foodie is dying to try. But you also know your community stands out for its passion for supporting local businesses. Which one should you highlight in the city’s renewed marketing efforts? Well, that depends on whether you want your city to be seen as a place or a destination.

We know what you’re thinking: Aren’t “place” and “destination” two words for the same thing? Not entirely. Marketing a **place** (a specific location) and marketing a **destination** (a specific place known for a particular purpose) each requires different strategies and tactics depending on the qualities you want to highlight, the audience you want to reach, and the goals you want to achieve.

Let’s look at the nuances of each [travel and tourism brand strategy](https://thebrandleader.com/travel-and-tourism-marketing-agency/) — place branding, destination branding, or a strategic blend — so you can figure out which approach will help you achieve your community's growth goals.

## Place Branding vs. Destination Branding

Both place branding and destination branding involve building and maintaining an image of a city, region, or country to drive economic growth. A well-crafted image will help attract investors, businesses, tourists, and residents, all of whom can add value to your area.

Place branding targets all the groups listed above with the goal of fostering long-term economic health and elevating the community's image. It does this by focusing on an area’s unique characteristics, such as culture, heritage, infrastructure, business environment, and lifestyle. 

Conversely, destination branding spotlights the unique visitor experiences a specific location can provide, whether through attractions, amenities, or seasonal activities. Naturally, the target audience for this particular branding strategy is tourists.

Before you choose a branding strategy, you have to identify your goals. If you’re looking to attract new businesses and investors or improve the community’s amenities and overall well-being, you may want to pursue place marketing strategies. If you’d rather promote the area’s cultural festivities, unique culinary experiences, and accommodations to drive tourist spending and boost the local economy, destination marketing will be the best fit.

So, the question is, do you want your location to be a place where people want to work and live, or do you want it to be a destination that people are eager to visit?

## Examples of Place & Destination Branding — and Why They Worked

### [I amsterdam](https://www.iamsterdam.com/en)

**Amsterdam**

When the city of Amsterdam’s international rankings began to drop, they knew they needed to act fast. In September 2004, the “I amsterdam” campaign was born, creating a motto and identity for the people and city of Amsterdam. The place-branding centered on the city’s core values, which included creativity, innovation, and a spirit of commerce. Ultimately, the city wanted to show that it was a great place to live, work, and visit.

“I amsterdam” invites you to be a part of the city. It’s meant to unite people by celebrating the diverse identities that make Amsterdam unique, fostering a sense of ownership and connection. 

Campaign activation included a user-friendly website, X account, Facebook page, and app. However, the most widely known activation is the two-meter-tall red and white letters that spell out the slogan outside Amsterdam’s famed Rijksmuseum. These iconic, larger-than-life letters instantly became a popular photo spot, with approximately 8,000 photos taken on any given day. 

Sure, the “I amsterdam” campaign looked and sounded cool — but more importantly, it worked. Amsterdam was pleased to see its tourism numbers go up and businesses thrive. From ideation to activation, this place-branding campaign strengthened the city’s cultural identity and solidified its position in the top five European cities.

### [Ventura County Coast](https://venturacountycoast.com/) 

**Camarillo, Oxnard, Ventura, and Port Hueneme, CA**

While the campaigns listed above offer well-known examples of place and destination branding in action, we're proud of the way our team has amped up the destination branding for Ventura County Coast. 

Through a visual brand refresh and a strategic marketing plan, we’ve helped position this vibrant four-city region as a classic California destination and a bucket-list coastal escape. 

By highlighting its unique mix of outdoor adventure, cultural experiences, and local charm, we crafted an engaging brand identity that resonates with travelers seeking epic getaways and locals who take pride in the communities they’ve helped create. You can see some of our work for Ventura County Coast [here](https://thebrandleader.com/case-studies/ventura-county-coast/).

### [Sheepview](https://visitfaroeislands.com/en/about-vfi/marketing-development-campaigns/sheepview360)

**The Faroe Islands**

One of the travel industry’s best-known destination marketing campaigns is the Faroe Islands’ “Sheepview 360.” The campaign began as an effort to get the country’s unique landscape on Google Street View. The country is small, but the local tourism board knew it had a lot to offer. By attaching a 360º camera to the back of actual sheep, they captured images from all over the country and created an iconic “sheep view” for the world to see.

The campaign was an immediate hit, with videos, images, and social media posts circulating the internet and capturing the attention of travelers. Two weeks into the campaign, most hotels in Tórshavn were completely sold out. Sheepview 360 reached over 2 billion people and appeared on countless new stories and websites, generating a PR ROI of over 150k%.

So, how did a camera on the back of a sheep become a viral sensation? The key is that this campaign never took itself too seriously. The Faroe Islands knew they wanted to get noticed by the outside world and they had a lot of sheep (the sheep population is twice the human population!) that could help them do it. By allowing the audience to interact with and virtually explore a destination, they were able to connect with tourists and show them why the Faroe Islands are worth visiting.

Ultimately, the Faroe Islands were officially added to Google Street View, and a previously unknown location became a bucket-list travel destination.

### [Music City, USA](https://www.visitmusiccity.com/)

**Nashville, TN**

Many know Nashville as the music capital of the United States. But depending on who you talk to, most people view it as either a great place to live and work or a fun destination for a weekend getaway. Nashville has implemented two unique marketing approaches in one overarching branding strategy, making it a prime example of how place and destination branding can go hand in hand.

Nashville’s place branding efforts emphasize the city’s southern charm, welcoming atmosphere, thriving job market, and affordable cost of living. It’s seen as a land of opportunity, particularly for those in the music industry. 

But Nashville’s diverse music scene doesn’t just attract residents, businesses, and investors — it attracts tourists, too! From the Grand Ole Opry to the CMA Music Festival and everything in between, there are countless iconic attractions and experiences to enjoy. 

Through place and destination marketing, Nashville has developed a reputation for tourism and leisure while simultaneously becoming a city where people want to live and raise their families.

## Final Considerations

No matter what branding approach you choose, consistency across all platforms and touchpoints is essential. This will ensure your message is communicated clearly and authentically to your target audience—whether businesses, residents, tourists, or all of the above.

As with the “I amsterdam” campaign, getting resident buy-in is key. Your residents are built-in brand ambassadors and can significantly help or hurt your brand. Involving residents in your campaign makes it feel more authentic and increases long-term buy-in.

Whether you’re leaning toward place branding, destination branding, or a combination of the two, understanding your audience, establishing clear goals, and crafting a clear and compelling narrative are the keys to success. With each of these in mind, you can create a strategy that enhances your location’s brand image and drives meaningful growth.

Ready to make your area stand out on the map? Let’s talk about how we can help you market your destination (or place) to tourists and visitors. [Send us a message](https://thebrandleader.com/contact/) today!

---

### The Brand Leader Named to Outside Magazine’s Best Places to Work List for the Fourth Consecutive Year

Source: https://thebrandleader.com/the-brand-leader-named-to-outside-magazines-best-places-to-work-list-for-the-fourth-consecutive-year/

**FOR IMMEDIATE RELEASE**

*Greenville, SC – November 19, 2024* – The Brand Leader®, a nationally recognized branding and advertising agency based in Greenville, SC, is proud to announce that it has been named one of [Outside Magazine’s Best Places to Work](https://www.outsideonline.com/culture/essays-culture/best-places-to-work-2024/) for the fourth consecutive year, coming in at No. 31 on [this year’s list](https://www.outsideonline.com/culture/essays-culture/best-places-to-work-2024/). This prestigious recognition highlights the company’s unwavering commitment to fostering an environment that prioritizes creativity, collaboration, and the well-being of its team members.

The *Outside* Magazine **Best Places to Work** list celebrates companies that go above and beyond to create exceptional work environments, with a particular focus on organizations that encourage active, healthy, and balanced lifestyles. The Brand Leader’s inclusion for the fourth year in a row underscores its dedication to its employees, culture, the community, and the pride in working with a number of clients including [Rudy Project](https://www.rudyprojectna.com), [Hincapie Sports](https://hincapie.com), [ADDRA Labs](https://addralabs.com/), PowerBar, and many more in the past.

“For us, this recognition is about more than just an accolade—it’s a reflection of who we are and the culture we strive to create every day,” said Geoff Wasserman, Founder/CEO at The Brand Leader. “Being named to *Outside* Magazine’s list for the fourth time is validation that our focus on putting people first, fostering creativity, and encouraging work-life balance is making a meaningful impact. It’s not just about doing great work; it’s about being a place where great people thrive.”

Over the past year, The Brand Leader has continued to innovate in the branding and advertising space while maintaining a focus on employee satisfaction and growth. The agency offers a range of benefits, including flexible schedules, wellness programs, and opportunities for professional development, ensuring that team members feel supported both personally and professionally.

“Our team is the heartbeat of The Brand Leader, and it’s their passion, drive, and creativity that make recognitions like this possible,” added CEO Geoff Wasserman. “This is not just our award—it’s theirs.”

The Brand Leader is honored to be part of a community of companies recognized for their efforts in creating outstanding workplaces. The agency looks forward to continuing to raise the bar for workplace culture and delivering transformative branding solutions for its clients.

**Previous Years** **Articles**:
[2023](https://thebrandleader.com/the-brand-leader-makes-outside-magazines-best-places-to-work-list-for-3-consecutive-years/), [2022](https://thebrandleader.com/outside-magazine-names-tbl-11th-best-places-to-work/), [2021](https://thebrandleader.com/tbl-named-one-of-outside-magazines-best-places-to-work/)

---

### 5 Elements of a Successful Brand &amp; Why They Matter

Source: https://thebrandleader.com/5-elements-of-a-successful-brand-why-they-matter/

Your brand is more than a logo, a tagline, or a color scheme. Don’t get me wrong; those things are important, but they aren’t what defines your brand.

Your brand is the combination of your identity, values, and promises that form your identity in the minds of consumers. And when it’s authentic to who you are as a company, your brand encompasses the emotional and psychological connection between you and your audience. But your brand must be crafted and maintained — it does not merely come into existence. With a few simple brand elements, you can make your brand your company’s most valuable asset. 

In this article, we'll unpack the essential building blocks of a successful brand — the elements that go beyond logos and taglines. You'll discover real-world examples of these elements in action and learn actionable strategies to invest in your brand and differentiate yourself in a crowded marketplace.

### What are brand elements?

Brand elements are the foundational components that define your brand and shape consumer interactions. They should be unique and memorable, ensuring your brand stands out to your target audience. Building a strong brand presence involves elements that range from your logo and color palette to your brand values and voice. 

The elements of your brand should come together to create a cohesive image that breathes life into your brand and resonates with your target audience. From making a first impression to building long-term relationships, brand elements are crucial for distinguishing your brand in the minds of the customers you want to reach.

### 5 Key Brand Elements

Your brand is everything you do and don’t think about. Essentially, it’s the sum of all the experiences anyone has with your company, products, or services. Intimidating, right? Well, it doesn’t have to be. Let’s look at some examples of brand elements. 

#### 1. Brand Purpose & Values

Your purpose is the reason your brand exists and should align with your vision and mission. Patagonia, for example, exists to “save our home planet.”

Once you identify your brand purpose, you need to determine what beliefs guide your actions. These beliefs, also known as brand values, will help you establish boundaries and make well-informed decisions. They typically represent your brand's ethical and moral standards and will help shape your culture, strategy, and audience connection.

Learn more: [How Outdoor Brands Can Standout Beyond Performance: Values, Community, and Purpose](https://thebrandleader.com/how-outdoor-brands-can-stand-out-beyond-performance-values-community-purpose/)

#### 2. Brand Differentiation

The ultimate goal is for your brand to be the first one people think of in your industry, but that can’t be achieved without differentiation. Craft a unique brand identity, and you’ll stand a better chance of standing out in the marketplace. So, how do you differentiate your brand? Tesla did it through innovative technology and sustainable energy solutions. Lush stands out in a marketplace full of mass-produced chemical cosmetics by handcrafting its products using ethically sourced ingredients. 

What makes *your* brand different? Is it unique product features? A bold brand personality? Do you offer unmatched product pricing or superior value? Are you known for stellar customer service? Whatever your distinction may be, take a hold of it and never let go.

#### 3. Brand Storytelling

Every brand has a story, whether you realize it or not. Your story should communicate your brand’s history, purpose, values, and vision in a way that engages customers and builds community. It should elicit an emotional response and show a bit of the soul behind your company, making your brand more relational and less transactional.

Let’s take a look at Coca-Cola. While known for its iconic beverage, the brand tells a story that’s about more than just a beverage. For Coca-Cola, the story is about the human connection, with the iconic “Share a Coke” campaign serving as a prime example. 

#### 4. Brand Experience

When you walk into an Apple store, you’re immediately surrounded by their latest and greatest technology. If you have a question, one of their readily available staff members can provide an answer in just a few short minutes. All the information you need to make an informed decision is easily accessible, so you can leave the store feeling confident in your purchase.

When you get home, the device setup is seamless, and you can use your new Apple product minutes after taking it out of the box. And if you do run into a problem with your Apple device, you can contact Apple’s customer support and be promptly connected to a team member who fixes the problem and sends you on your way, happy and bug-free.

This is a prime example of a brand experience. Customers' interactions with your brand should be consistent, seamlessly combining to provide one cohesive experience. When done well, an exceptional brand experience can do wonders for brand loyalty and advocacy. 

#### 5. Brand Voice & Personality

Like people, brands have personalities. Your brand’s personality is shaped by the characteristics and attributes that inform how it looks and communicates with your target audience. The personality will also shape your brand voice and tone.

Voice refers to the style in which your brand communicates across channels. It shows your brand’s character and values while engaging your audience. The biggest thing to note about your brand voice is that it must remain consistent — it should always sound like you. Always. But while your voice won’t change, your tone can. Brand tone is the emotional inflection applied to your voice, which can vary depending on the audience, context, and medium. Ultimately, your tone allows you to meet your audience where they are without altering your brand voice.

Learn more: [Crafting a Brand Voice that Gets Noticed](https://thebrandleader.com/say-it-your-way-crafting-a-brand-voice-that-gets-noticed/)

Each of these components of branding plays a vital role in solidifying your brand. If your purpose is unclear, your brand experience is disjointed, or your voice is inconsistent, your audience will be left confused and unsure of who your brand is and what you stand for — and that uncertainty can be costly. When it comes to branding, clarity is key. But it doesn’t happen by accident. You’ll need to invest time, effort, and resources to create a clear brand identity that connects with your audience. 

### Investing in Your Brand

Spending the time and resources to solidify your brand may seem daunting, but it’s a worthwhile investment. The return on your investment can pay significant dividends in the following areas:

- **Customer Loyalty & Advocacy: **When you form emotional connections with your audience, you increase the likelihood of repeat purchases. Satisfied customers are also more likely to become brand advocates, giving you free (yes, you read that right) word-of-mouth marketing. 

- **Premium Pricing Power:** When you differentiate your brand, you enhance the perceived value of your products or services and justify premium pricing. Lululemon, for example, charges premium prices on everyday athleisure wear, but people continue to buy their products over cheaper alternatives because they enjoy the quality and prestige associated with the brand’s apparel.

- **Talent Acquisition & Retention:** A clear brand purpose will attract qualified and talented staff who want to be associated with your brand. Employees are more motivated and engaged when they work for a company they believe in.

- **Crisis Resilience:** When challenges arise (and they will), a strong brand reputation can go a long way. Building trust with your consumers increases the likelihood that they will continue to support you during and after a crisis.

### Why Partnering With the Right Branding Agency Matters

Building a successful brand is a complex process, but you don’t have to do it alone. That said, you shouldn’t settle for just any branding agency — instead, take the time to find one that aligns with your values and goals.

The right branding agency will add value to your brand. For starters, they’ll bring years of industry expertise and experience to the table, offering a fresh perspective and identifying new opportunities. Together, you can define clear and achievable brand objectives and develop strategies to meet your unique goals.

Remember that consistency I mentioned earlier? A branding agency can help with that, too. By establishing comprehensive brand guidelines, an agency can create cohesive visual and verbal identities that resonate with your target audience.

But your partnership with a branding agency doesn’t have to end after launch. At The Brand Leader, we believe in going Beyond the Brandwork — which means we continue to support and manage your brand by continuously tracking and measuring its performance and making necessary adjustments.

Remember, successful brands don’t happen by chance. They take careful planning, execution, and collaboration. Discover more about our [branding capabilities](https://thebrandleader.com/capabilities/branding/), and if you’re ready to build something great together, [let’s talk →](https://thebrandleader.com/contact/)

---

### MedTech Marketing Do&#8217;s and Don’ts

Source: https://thebrandleader.com/medtech-marketing-dos-and-donts/

Capturing the interest of healthcare providers and decision-makers to raise awareness of your medical technology or device can be an overwhelming endeavor. Every medtech needs to be marketing itself, but your focus is likely on seventy-odd other critical tasks, perhaps only a few of which contribute to generating leads through marketing. Yet the goal of marketing comprises such a spectrum of initiatives, it’s common to be uncertain about what deserves your investment — of time and of budget.

It’s true that marketing can be an ever-evolving field, and no expert will tell you the same advice. But in the field of medical technology, we can offer some insights on where you should and shouldn’t be spending your efforts.

## Do’s and Don’ts of MedTech Marketing

### 1 -** **Build, Protect, and Maintain Your Brand

**Do:** Your brand is the visual and metaphorical embodiment of the promise your product or service offers. Through your company’s growth, it will become recognizable and unforgettable, sometimes even envied and copied (hello trademarks!). Take the time to enforce branding, maintain your look and feel, and ensure you’ve protected what’s yours. 

**Don’t **rush to produce anything that’s not on-brand. In the hustle to meet the needs of sales executives who are educating prospects, it’s common to crank out materials that lack consistency with your brand. But each watered-down piece that leaves your hands can be like a leaky faucet — it’s not a problem now, but over time the impact grows. 

### 2 - **DO** Spend the Effort To Make Your Collateral Perfect

Whether you’re strictly digital or provide printed leave-behinds, use pitch decks or mostly videos, gather feedback from your customers and your sales leaders, build beautiful sales tools, and commit to using them for a few months. 

**DON’T** cut corners on sales presentations, brochures, and other sales collateral like case studies and ROI summaries. Don’t jump to revise them every two weeks for every negative feedback. Gorgeous marketing materials are memorable. Rushed materials get mentally and physically discarded.

### 3 - **DO**** **Track Your Leads

It’s not the sexy part of marketing, but the data wisdom that can be gained from a robustly built and consistently utilized CRM or lead-tracking system can lead to massive insights within just a half-year. Healthy systems — those where marketing and sales inputs are equally maintained — will reveal patterns of prospect decision-making that can directly steer your next years’ strategy and positively impact your company’s growth. For example, you might learn that small hospitals close deals in a fraction of the time of larger accounts, but if a clinical champion advocates, the larger accounts close quicker and at significantly higher ticket sizes. Projecting insights like this can influence hiring, targeting, and training. Ideally, they will also attribute marketing efforts’ impacts and guide where to reinvest marketing spend.

**DON’T**** **invest in a pricey automated marketing platform that you won’t use thoroughly. They are wonderful, but they require a considerable amount of time, training, and consistent effort to pay off. It’s often worth it to outsource this outbound effort.

### 4 - **DO **Embrace PR for Credibility

Earned media is the fastest way to earn credibility for your medical innovation. Research, clinical evidence, and even simple trial results are far more important for validation, but they can take time. Being covered by an outlet that your prospects respect, especially if a current customer is quoted, is an instant stamp of validity. Then, that article is an evergreen proof-of-concept to share with prospects.

**DON’T**** **overpay for “sponsored” or “advertorial” space to get that coveted coverage unless you have a powerful story to tell and you cannot get it placed through traditional PR efforts.  

### 5 - **DO **Cultivate Strong Customer References

An unspoken truth of most healthcare purchasing decisions is the litmus test of the reference call. Each hospital knows that it is unique in its needs, and though your medical technology might solve the same problem no matter where it’s used, hospital administrators know that their adoption of new technology isn’t always smooth. They will want to speak to (or just email with) a customer who has been through implementation of your system or service. It’s sometimes a mandatory requirement of their procurement process. So when you have a customer that’s happy, your marketing team should know them, profile them and memorialize their experience in a case study (even a strictly internal one, for example), to store in a library with others. When sales executives need a reference, this library will be invaluable. **DON’T**** **exhaust these references with several calls per week, or leave them feeling inappropriately rewarded for their time. Yes, there are rules about giving hospitals gifts, but no rule that says you can’t give them a next-year discount, sponsor their department Christmas party, and give them early access to product upgrades.

---

### Wine Label Design: How to Create a PR-Worthy Wine Label

Source: https://thebrandleader.com/wine-label-design-how-to-create-a-pr-worthy-wine-label/

In the world of wine, a captivating label is often the first encounter a consumer has with a bottle. Consequently, crafting a wine label that not only stands out on the shelf but also tells a story is of the utmost importance to the success of a wine brand. So let’s delve into the realm of wine label design. We’ll explore the nuances of creating a label that goes beyond just being visually appealing — one that captivates consumers and generates PR-worthy buzz to boost sales to the next level. Whether you’re drawn to funky, artsy natural wine labels or prefer the timeless elegance of classic wine labels, there are reasons each label may entice individual tastes. Read on to discover the key elements that make a wine label irresistible to your target audience.

#### Why Your Wine Label Is So Important

Whether we like it or not, the average consumer shopping for wine at the supermarket or local wine shop makes their purchase decision based on aesthetic cues, i.e., the wine label. 

The design of a wine label essentially serves as the visual ambassador of the wine, communicating vital information while capturing the essence of the brand. A wine’s label is generally the first point of contact with consumers and has the power to influence their purchase decisions. Beyond its more practical points, such as conveying grape variety, region, and alcohol content, a wine label can be an excellent storytelling tool. It offers the winery a chance to encapsulate the winery's personality and heritage, as well as the unique qualities of the wine itself.

Visually appealing label designs can evoke emotions or spark curiosity amongst consumers, creating a memorable connection with the wine brand. This is more significant than ever in today’s overcrowded market with seemingly endless options for consumers to consider. 

In a market flooded with choices, a distinctive and aesthetically pleasing wine label becomes a crucial differentiator. Ultimately, a well-designed wine label can be a key element in a winery’s ability to establish brand identity and attract the attention of its target audience. 

#### What To Consider When Designing a Wine Label

When venturing into the intricate process of designing a wine label, there are a handful of critical considerations to make to ensure your efforts are worthwhile. First, begin the process with a clear understanding of your winery’s brand identity *and* your target audience. Knowing your identity and values is the cornerstone of crafting a label that authentically reflects your brand.

Looking to grow your wine brand? Our proven wine branding strategies can help. [Learn more](https://thebrandleader.com/wine-spirits-agency/)

#### Wine Label Design Elements

Next, determine the actual design elements of the wine label, including color selection, typography, imagery, label material, style, and production. Each plays a vital role in conveying your brand identity and values to the consumer. To illustrate this, consider the colorful, often artsy labels of natural wines vs. the classic wine labels of prestigious domaines in Burgundy.https://www.wine.com/product/louis-latour-nuits-saint-georges-2019/933227?state=CA&s=GoogleBase_CSE_933227_NEWYEAR150_type_Wine_RedWine_PinotNoir&promo=NEWYEAR150&region_id=000027&utm_source=google&utm_medium=cpc&utm_term=&utm_campaign=DEPT_SHP_Google_Performance%20Max_All_Core_NAMER_US_Wine_ROAS_BAU_Gifts&gad_source=1&gclid=CjwKCAiA75itBhA6EiwAkho9e1uPw3gM3TMKLUTTbz27iNmwPST8fzO1KGmkNPHp-LZPjTMc9AaM9BoCfysQAvD_BwE&gclsrc=aw.ds

If you had to venture a guess, which of these bottles is more expensive? Which bottle do you think would appeal to an indie-music-loving, thirty-something who shops organic at the Sunday farmers market or hits the skatepark on the weekend? And which would appeal to a middle-aged wine collector looking to fill a space in their wine cellar or impress their friends at a Saturday evening dinner party?

Obviously, these examples are a bit skewed, but they get the point across. The bottle on the left is a skin-contact natural wine that retails for $35. It’s a funky blend of organic Gewurztraminer and Zinfandel from two regions in California. The wine on the right retails for upwards of $100 and is from a renowned appellation and prestigious producer in Burgundy. 

Additionally, this example illustrates how certain creative features of wine labels, like fancy fonts, embossed labels, or gold foil, can make a wine look more expensive, as evidenced in the classic label design of the Nuits-Saint-George. Conversely, bright colors or colorful graphic designs can make the wine more accessible to different audiences. Conveying price through design is an important piece of a winery’s marketing strategy, as it influences the consumer’s perceived price of the bottle.

Remember, wine labels offer limited space to communicate your brand messaging and the unique selling point of the wine. So, each design element should be carefully considered with the impact on the end consumer in mind. Ultimately, a strategically designed wine label will help [make your wine brand more attractive to distributors](https://thebrandleader.com/how-to-make-your-wine-brand-more-attractive-to-distributors/), too.

#### What Must Be Included on a Wine Label

Since wine is an alcoholic beverage and, therefore, highly regulated, wineries are required to include certain details on a wine label. These requirements vary by country, but wine labeling requirements in the United States can be found on the [TTB website](https://www.ttb.gov/wine/labeling). Here are a few items that must be included on a wine label: 

- Alcohol Content

- Color Ingredient Disclosures (if applicable)

- Country of Origin (imports only)

- Importer

- Health Warning Statement

- Name and Address of Winery

- Net Contents

- Sulfite Declaration

Plus, a winery with certifications in sustainability or organic, biodynamic, or regenerative methods should definitely include such certification on their wine labels. These are huge selling points for younger generations and those who make their purchasing decisions based on what’s best for their health and the planet. 

Although it’s not yet required in the United States, the European Union issued a [new law](https://www.wineenthusiast.com/culture/industry-news/new-eu-wine-label-regulations/) in 2023 mandating “that wine labels include a full list of ingredients associated with allergies and intolerances, such as sulfites and gluten.” This will surely have a ripple effect throughout the wider wine world, impacting label requirements in years to come.

#### How To Level Up Your Wine Label and Make It More PR-Worthy

Incorporating QR codes and augmented reality (AR) into wine labels is a great way for wineries to strategically enhance their marketing. By integrating QR codes, wineries provide consumers with a direct, interactive link between the physical bottle and digital content. Customers simply scan the code using their smartphones to access information about the winery, get details about the specific wine, engage in multimedia content related to a specific campaign, or connect with the wine brand on social media.

Augmented reality takes this a step further by immersing consumers in a virtual experience related to the wine. Wineries can use AR to showcase vineyards, winemaking processes, or suggested food pairings, creating a more memorable and personalized experience. Alternatively, wineries can take notes from brands like [Chronic Cellars](https://www.chroniccellars.com/ar/) and [19 Crimes](https://www.forbes.com/sites/zarastone/2017/12/12/19-crimes-wine-is-an-amazing-example-of-adult-targeted-augmented-reality/?sh=35beed8947de), which leveraged AR as an opportunity for further brand storytelling. This innovative approach can add a tech-savvy edge to the traditional wine label that the media may find newsworthy. It also establishes a direct and dynamic connection with consumers, fostering brand loyalty and differentiation in a competitive market.

#### 3 Top Wine Label Design Examples

Here are three examples of wine label designs recognized for their ability to differentiate their respective brands and build a loyal customer base.

##### Château Mouton Rothschild 

Château Mouton Rothschild is a first growth château in Bordeaux located in Pauillac. There are only five first growths, the highest classification of Bordeaux wines, in the region. These chateaux produce wines from the finest terroirs with the most exceptional winemakers. Situated in the Medoc on the left Bordeaux bank, Cháteau Mouton Rothschild wines command anywhere from $1,000 to $15,000 per bottle or more at auction. 

In honor of such a prestigious and highly sought-after wine, Château Mouton Rothschild commissions a [famous artist to design a new label for each vintage](https://www.chateau-mouton-rothschild.com/label-art/discover-the-artwork#). Not only does this capture the attention of art lovers, but it makes each bottle even more valuable to collectors seeking to get their hands on the one-of-a-kind artwork adorning the newest vintage. Talk about creating a PR-worthy label! The Chateau has had labels designed by Picasso, Andy Warhol, Miro, and Salvador Dali as well. [Chiharu Shiota](https://www.instagram.com/reel/C0dro4_IVyc/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==) designed the label artwork for the latest release of the 2021 vintage.

##### Veuve Clicquot

The Veuve Clicquot wine label has achieved iconic status for several reasons. First, the label’s distinctive yellow-orange color stands out prominently, making it easily recognizable on store shelves and in social settings. This bold choice of color has become synonymous with the brand itself. Additionally, the label features the iconic Veuve Clicquot logo, which pays homage to Madame Clicquot, the widow who took over the Champagne house in the early 19th century. The combination of historical significance, strong visual identity, and consistent branding has contributed to the enduring iconic status of the Veuve Clicquot wine label. It not only reflects the quality and tradition associated with the brand but also serves as a symbol of luxury and excellence in the world of Champagne.

##### The Prisoner

Dave Phinney’s The Prisoner was one of the most commercially successful and aesthetically unconventional wines of the last two decades in America. This rule-bending red blend is made with an unlikely mix of Zinfandel, Cabernet Sauvignon, Petite Sirah, Syrah, and Charbono. As a pioneer in this style, The Prisoner needed an unorthodox label to match. Phinney landed on a Goya etching of a man in chains and chose to only include the name of the wine (and not the name of the producer) on the label. It remains a highly successful wine thanks to its unconventional identity. 

#### Ready To Upgrade Your Wine Label?

Crafting PR-worthy wine labels involves a delicate blend of creativity, storytelling, and strategic branding. From featuring captivating visuals to incorporating unique elements like QR codes and augmented reality, the key is to create labels that showcase the essence of the wine and tell a compelling story that resonates with consumers. By leveraging design to evoke emotions and communicate the brand's identity, wineries can elevate their presence in the market and capture the attention of enthusiasts and newcomers alike.

Want to know more about [what it takes to design a wine label](https://thebrandleader.com/wine-spirits-agency/) that’s impossible to forget?

[yotuwp type="videos" id="pNlRNU533Rs" ]

You might also like:

- [6 Wine Marketing Tactics That Actually Work](https://thebrandleader.com/6-wine-marketing-tactics-that-actually-work/)

- [Wine Critic Scoring: What Should Your Strategy Be?](https://thebrandleader.com/wine-critics-scoring-what-should-your-strategy-be/)

---

### Branding in MedTech

Source: https://thebrandleader.com/branding-in-medtech/

## The Competitive Advantage Everyone's Ignoring

Branding in the [MedTech industry,](https://thebrandleader.com/medical-and-medtech-agency/) while often under-appreciated, plays a crucial role in your company's success. It's how you communicate your business, values, look and feel, and promise to your stakeholders. Yet, it remains overlooked due to our laser focus on technical and clinical data. We assume our product's performance will speak loud enough — but that's not always the case. Here's the thing: two products with nearly identical clinical outcomes don't sell identically. One becomes the category standard. The other becomes a line item. The difference? [Branding](https://thebrandleader.com/wp-content/uploads/Brand-Strategy.png).

### **Why MedTech Companies Struggle With Branding**

The healthcare space operates under a unique set of constraints that make branding easy to deprioritize. Structured purchasing processes emphasize clinical value, safety, and ROI — all of which are critical metrics, and rightfully so. When you're making decisions that affect patient outcomes, the clinical data better be bulletproof. The problem? Branding gets caught in the crossfire.

The impact of branding can be difficult to measure immediately, making it challenging for companies to justify investing in brand initiatives when you can clearly quantify the efficacy of your device or therapeutic. But this thinking is like saying "we don't need to invest in patient communication, the medicine works." It does work. But does anyone *know* it works? Do they *trust* that you're the company to deliver it?

**Here's the deeper issue:** MedTech decision-making isn't purely rational, even though stakeholders *think* it is. Yes, hospital procurement teams run RFPs. Yes, they compare clinical data. But guess what influences which products make it into that comparison set in the first place? Brand awareness. Recommendation credibility. Perceived market leadership. When a cardiologist hears "that's the gold standard device," they're not pulling clinical trials in real-time, they're drawing on brand perception built over years.

When companies overlook branding, they miss out on three critical opportunities: differentiation in a marketplace where technical specs are often commoditized, credibility-building that accelerates adoption timelines, and emotional connection with end-users (physicians, nurses, patients) who are tired of generic, clinical-speak messaging.

### **The Measurement Myth**

Let's address the elephant in the room: "We can't measure branding ROI." Wrong. You're measuring it wrong. You can't always trace a $2M rebrand directly to Q4 revenue. But you *can* measure brand awareness lift, consideration shifts, customer acquisition cost reduction, and (this is critical) *price elasticity*. A strong brand allows you to command premium pricing. It reduces sales cycle length. It increases customer retention. These are measurable. They just require looking beyond the quarterly earnings call.

### **The Power of a Brand (And What Happens When You Ignore It)**

Consider PDI, which has achieved something most companies only dream of: a brand so embedded in healthcare culture that people don't even call it by its name anymore. Hospital teams refer to those color-coded disinfectant wipe canisters as "gold tops" or "purple tops." The brand is so locked in that it *transcends* the product itself. This is category ownership.

But here's where it gets interesting — and slightly tragic. PDI once launched a pale-blue-lidded version with genuinely improved efficacy. Objectively better. But it underperformed. Why? Because the brand promise was visually broken. The market had trained itself to trust gold and purple. A new color introduced confusion, even if the clinical data was superior. This is what happens when you build a brand so strong that deviating from it — even with valid reasons — creates friction.

In MedTech, trust is oxygen. Providers and patients need to know your solutions are safe, effective, and *reliable*. Strong branding isn't window dressing — it's the mechanism that shortcuts the trust-building process. Instead of every hospital requiring six months of internal validation, your brand reputation does part of that heavy lifting upfront.

### **Beyond the Clinical: The Narrative That Sticks**

Here's what most MedTech companies miss: branding allows you to tell your company's story in a way that clinical data simply cannot. Technical specifications and peer-reviewed trial results matter enormously, but they rarely connect with your audience on a *human* level. They don't explain *why* your company exists. They don't show the patient who got their life back. They don't highlight the surgeon who sleeps better knowing they're using your device.

[A well-crafted brand narrative bridges that gap](https://thebrandleader.com/medtech-branding-importance/). It contextualizes your clinical excellence within a larger story about impact, innovation, and human outcomes. It makes your company relatable and creates a memorable brand experience that becomes the lens through which stakeholders interpret your data.

The result? A brand that *converts*. And in MedTech, that's everything.

We help [Medical & MedTech companies brand](https://thebrandleader.com/medical-and-medtech-agency/), rebrand, and [telling compelling stories](https://thebrandleader.com/type/industry/#type-medtech).

---

### DTC Wine: Strategies for Success in This Growing Sales Channel 

Source: https://thebrandleader.com/dtc-wine-strategies-for-success-in-this-growing-sales-channel/

As wineries look to diversify and grow in an increasingly competitive market, DTC wine sales have emerged as a powerful channel for reaching new customers and strengthening relationships with existing ones. But what exactly is DTC wine, and why has it gained such traction in recent years? Whether you're exploring this sales channel for the first time or looking to refine your current approach, you’ll find the tools and inspiration to succeed below.

## What Is DTC Wine?

Direct-to-Consumer (DTC) wine refers to the practice of wineries selling their products to customers without intermediaries such as distributors, retailers, or wholesalers. This sales model allows wineries to reach consumers through online platforms, tasting rooms, wine clubs, and direct shipping. With this approach, wineries are able to establish a more personal connection with their audience while maintaining more control over their pricing margins.

Today, there are three main approaches to DTC within the wine industry: 

- Winery to consumer shipments

- E-tailer/e-commerce websites like [Wine.com](http://wine.com)

- Distribution aggregator websites like [LibDib.com](http://libdib.com)

In this article, we’ll focus on winery to consumer shipments.

### What’s Driving the Popularity of DTC Wine?

The surge in the popularity of DTC wine is being fueled by various factors that are reshaping the way people discover and enjoy wine. One significant driver is the increasing accessibility to a broader range of wines through online platforms. Consumers are no longer limited to what is available at their local stores. They can now explore diverse offerings from wineries around the world with just a few clicks. 

The rise of the subscription economy has also played a pivotal role. Services like Hulu and Netflix paved the way for subscription services in other industries to grow at a rapid pace. Younger generations of wine drinkers, like Millennials and Gen Z, are accustomed to the convenience of subscription services. Consequently, this model appeals to a [newer type of wine buyer](https://www.winebusiness.com/news/article/290109) who values personalization and a direct relationship with the brand. 

Additionally, the lasting ramifications of the pandemic have accelerated the shift towards DTC wine sales. With traditional channels disrupted, consumers turned to online shopping for their wine needs, and many have continued to do so post-restrictions. Consumers realized they no longer needed to travel to a winery or trek to a wine shop to discover wines that suited their personal tastes. In a short time, online wine shopping became part of their regular purchasing behavior, prompting wineries to enhance their DTC offerings and engage their digital-savvy audience in new ways. 

### Here’s Why You Should Consider Pursuing the DTC Wine Channel

DTC wine sales offer wineries greater control over their brand, pricing, and customer engagement while allowing them to build loyalty and gather valuable consumer data. By selling directly to consumers, wineries can bypass traditional retail channels, retain a larger share of the profits, and set their own pricing strategies. This direct approach also allows them to cultivate deeper customer relationships by offering personalized experiences through tailored marketing, exclusive offers, wine clubs, and more.

Moreover, the invaluable consumer data made available through DTC wine sales delivers insights into buying behaviors, preferences, and trends. This information can be used to refine marketing strategies, develop new products, and create targeted campaigns that resonate with their audience. 

Expanding into the DTC channel also serves as a hedge against market fluctuations and disruptions in traditional distribution channels, as seen during the pandemic. According to [Alex Koral](https://wineindustryadvisor.com/2024/02/02/experts-agree-direct-to-consumer-sales-will-be-one-of-wines-few-bright-spots-in-2024/#:~:text=All%20told%2C%20DtC%20was%20worth,of%20total%20U.S.%20wine%20sales.), regulatory general counsel for Sovos ShipCompliant, “Direct-to-consumer has been one of the most resilient parts of the wine market.” This resiliency stems from DTC wine sales allowing wineries to build a more resilient business model, diversified across multiple sales avenues.

## Challenges of Selling Wine Direct-To-Consumer

While the upside of selling wine through the DTC channel is considerable, the sales model does present several challenges that wineries need to navigate carefully to ensure success:

### Regulatory and Compliance Issues

Wine is heavily regulated, and selling it directly to consumers involves adhering to a complex web of laws that vary from state to state and country to country. Wineries must navigate licensing requirements, shipping restrictions, and tax obligations, which can be time-consuming and costly.

### Logistics and Shipping Costs

Shipping wine directly to consumers poses logistical challenges, as each state has specific [permit requirements](https://www.ncsl.org/financial-services/direct-shipment-of-alcohol-state-statutes) and the USPS considers alcohol a restricted item. Once you find a shipper, there’s the need for temperature control to ensure product quality. Shipping costs can be high, especially for smaller orders. Ensuring safe and timely delivery also brings challenges. Plus, the need to verify the purchaser's age adds its own layer of complexity. 

### Marketing and Customer Acquisition

While DTC offers a direct line to consumers, it requires a significant investment in marketing and customer acquisition. Building brand awareness and driving traffic to a winery’s online store requires a strong digital presence, including SEO, social media, email marketing, and potentially paid advertising. Competing for attention in a crowded online marketplace can be challenging, particularly for smaller wineries with limited budgets.

### Customer Experience and Retention

Creating a compelling and consistent customer experience is crucial in the DTC space. This includes everything from the website design and ease of purchase to the quality of customer service and packaging. Ensuring customers receive their orders on time and in perfect condition is vital for retention. Maintaining engagement and loyalty through personalized communication, wine clubs, and special offers also requires ongoing effort and resources.

[Learn more about building a brand community →](https://thebrandleader.com/brand-communities-the-power-of-engaging-beyond-likes/)

### Inventory Management

Managing inventory for DTC sales can be tricky, particularly when balancing it with other sales channels, such as wholesale and retail. Wineries must carefully monitor stock levels to meet demand without overcommitting, which can lead to out-of-stock issues or excessive inventory that ties up capital.

## How To Expand Into DTC Wine

While significant, these challenges can be overcome with the right strategies, tools, and resources. Wineries that find the right balance will reap the benefits of a successful DTC wine sales strategy.

Expanding into DTC wine requires a strategic approach encompassing everything from selecting the right eCommerce platform to executing effective marketing and PR strategies. Here’s how wineries can successfully expand into the DTC market:

### Choosing the Right eCommerce Platform

- **User-Friendly Interface: **Select an eCommerce platform that offers customers a seamless, on-brand shopping experience. It should be easy to navigate, mobile-optimized, and capable of handling high traffic volumes, especially during peak sales periods.

- **Wine-Specific Features:** Look for platforms that cater specifically to the wine industry, offering features like age verification, subscription management, and compliance tools for shipping to different states or countries.

- **Integration Capabilities**: Ensure that the platform integrates smoothly with other tools and systems, such as inventory management, CRM, and marketing automation platforms, to streamline operations and provide a cohesive experience.

### Brand Positioning

- **Define Your Unique Value Proposition:** Clearly articulate what sets your winery apart from others. Whether it’s your winemaking philosophy, sustainability practices, or heritage, your brand’s story should resonate with your target audience.

- **Tailor Messaging for the DTC Audience:** Position your brand to appeal directly to consumers by emphasizing the benefits of buying directly from the winery, such as access to limited releases, personalized experiences, and insider knowledge.

- **Consistent Branding:** Ensure that your brand’s identity — logo, colors, tone of voice — remains consistent across all DTC channels, from your website and social media to packaging and customer communications.

Check out these articles for further insights on brand positioning:

- [Say It Your Way: Crafting a Brand Voice That Gets Noticed](https://thebrandleader.com/say-it-your-way-crafting-a-brand-voice-that-gets-noticed/)

- [Does Your Brand Need PR? Navigating the Landscape of Strategic PR Solutions](https://thebrandleader.com/does-your-brand-need-pr-navigating-the-landscape-of-strategic-pr-solutions/)

### DTC Wine Marketing Strategies

- **Content Marketing: **Create engaging content that educates and entertains your audience. Blog posts, videos, virtual tastings, and behind-the-scenes stories can build brand loyalty and drive traffic to your online store.

- **Email Marketing: **Develop a robust email marketing strategy that includes personalized recommendations, exclusive offers, and tailored content. Segment your audience based on their preferences and behavior to increase engagement and conversion rates.

- **Social Media Marketing:** Leverage social media platforms to build a community around your brand. Use visually appealing posts, stories, and ads to showcase your wines, share your brand story, and engage with your audience. Collaborations with influencers can also help extend your reach.

Dive deeper with these blog posts: 

- [Affiliate Marketing for Wine Brands: Key Insights from an Industry Leader](https://thebrandleader.com/affiliate-marketing-for-wine-brands-key-insights-from-an-industry-leader/)

- [5 Tips for Success in Marketing Wine to Gen Z and Millennials](https://thebrandleader.com/5-tips-for-success-in-marketing-wine-to-gen-z-millennials/)

### PR Strategies

- **Media Outreach: **Develop relationships with wine bloggers, industry publications, and lifestyle journalists to generate media coverage. A well-timed feature in a reputable outlet can significantly boost your brand’s visibility.

- **Storytelling:** Craft compelling stories that highlight your winery’s history, winemaking process, and unique offerings. Use these narratives to pitch to media outlets, create press releases, and generate buzz around new product launches or special events.

- **Event PR:** Host virtual or in-person events such as wine tastings, vineyard tours, or launch parties. Promote these events through press releases and invitations to media and influencers, creating opportunities for positive coverage and word-of-mouth marketing.

Explore more PR strategies for your wine brand: 

- [Wine Label Design: How to Create a PR-Worthy Wine Label](https://thebrandleader.com/wine-label-design-how-to-create-a-pr-worthy-wine-label/)

- [Wine Critics & Scoring: What Should Your Strategy Be?](https://thebrandleader.com/wine-critics-scoring-what-should-your-strategy-be/)

### Building a Loyal Customer Base

- **Wine Clubs and Subscriptions:** Launch a wine club or subscription service that gives members exclusive access to limited-edition wines, discounts, and special events. This not only drives recurring revenue but also fosters a sense of community and brand loyalty.

- **Personalized Customer Experience:** Use data from your eCommerce platform and CRM to personalize the shopping experience. Tailor product recommendations, offer customized tasting notes, and provide concierge-level customer service to make your customers feel valued.

- **Referral Programs:** Encourage satisfied customers to refer friends and family by offering incentives such as discounts, free shipping, or bonus bottles.

### Navigating Compliance and Logistics

- **Stay Compliant:** Ensure you are fully compliant with all regulations regarding DTC wine sales, including age verification, shipping laws, and tax obligations. Consider working with a compliance service provider to manage these complexities.

- **Optimize Logistics:** Partner with reliable shipping carriers that understand the specific needs of wine transportation, such as temperature control and secure packaging. Offer flexible shipping options and transparently communicate delivery timelines to manage customer expectations.

By carefully planning each step of your DTC expansion, you can create a successful and sustainable direct sales channel that complements your existing business while opening up new opportunities for growth.

## 3 Brands Doing DTC Well

### Empathy Wines

[Empathy Wines](https://empathywines.com/) is an excellent example of a winery that has successfully navigated the DTC wine sales channel. Founded by Gary Vaynerchuk and partners Jon Troutman and Nate Scherotter, Empathy Wines was designed with the DTC model in mind from the beginning. The brand leveraged Vaynerchuk's extensive digital marketing expertise and deep understanding of consumer behavior to build a strong online presence. This helped them connect directly with customers, bypassing traditional retail channels.

Empathy Wines focuses on creating high-quality, sustainably produced wines offered at accessible price points. Their strategy involves simplifying the wine selection process for consumers by offering a curated collection of just three types of wine: red, white, and rosé. This approach reduced decision fatigue and made the buying process straightforward.

### Ram’s Gate Winery

[Ram’s Gate Winery](https://ramsgatewinery.com/) exemplifies successful DTC wine sales thanks to its dedication to creating a personalized and immersive customer experience. This Sonoma-based winery has strategically developed a strong connection with its customers by offering unique virtual and in-person experiences that focus on storytelling that resonates well with their audience. Ramsgate Winery emphasizes the importance of the tasting experience, integrating it with their brand narrative to build loyalty and encourage direct sales. 

### Dry Farm Wines

[Dry Farm Wines](https://www.dryfarmwines.com/) has focused solely on the DTC sales channel since day one, leveraging modern marketing strategies, celebrity endorsements, and a distinctive value proposition. Founded by Todd White, the brand offers natural wines that are organically farmed, additive-free, and lab-tested for health benefits. This commitment to quality and health-conscious consumers has attracted a loyal customer base, allowing Dry Farm Wines to stand out in a crowded market. Their marketing strategy heavily emphasizes storytelling, highlighting the natural farming practices and the heritage traditions of their winemaking partners.

## Are You Ready To Dive Into DTC Wine?

Interested in learning more about how we can help support your DTC wine sales and marketing efforts? We would love to discuss your goals and share how The Brand Leader can help make them happen. [Let’s connect →](https://thebrandleader.com/contact/)

---

### Brand Communities: The Power of Engaging Beyond Likes

Source: https://thebrandleader.com/brand-communities-the-power-of-engaging-beyond-likes/

76.6% of consumers wish their favorite brands had a community. This isn't just about wanting another place to leave a comment – it's about craving deeper connections in a world dominated by fleeting social media interactions. Savvy brands are listening, building thriving communities that foster loyalty, drive innovation, and ultimately, boost their bottom line. In this article, we'll dive into what makes these communities tick, explore the benefits they offer, and uncover the secrets to building your own.

## What is a Brand Community?

A brand community is any space–often digital–where people who love and support a brand can engage with it on a more personal level. Though communities tend to link over social media platforms, these spaces include forums, pop-up events, and more. And they’re not only made up of consumers who’ve already purchased from the brand. They include anyone who consistently interacts with it and continues returning to its content for advice, support, humor, or other reasons. Brands can establish their identities and instill emotional trust within their community by acknowledging comments, questions, and concerns and providing relatable content.

## Benefits of a Brand Community

- **Customer Loyalty and Advocacy**
Once a brand has developed community roots, it can turn its consumers into loyal repeat customers. Not only are people devout to their favorite brands, but buyers will even happily label themselves a [brand ambassador](https://thebrandleader.com/ambassadors-vs-influencers/), claiming no other shoe, lip gloss, or sports equipment brand except *this* one.

- **Market Insight**
Communities will back their beloved brand in a hot second, sure, but they don’t hesitate to provide feedback when something needs a buffer. From content to products and services, communities are always ready to vocalize what they do and don’t like about a brand's offerings, sometimes comparing them to other brands’ items for emphasis. When the community delivers a consensus, a brand can act accordingly to keep up with the shifting market trends.

- **Increased Brand Value**
“I want whatever that person has.” We’ve all said it. It’s no secret that when an entourage rolls up with the same cool gadget or clothes, it piques curiosity and maybe some jealousy. If a crowd is big (and fun-looking) enough, we likely want to be a part of it, bandwagoner or not. Communities make brands more attractive. Consequently, people hop on the train. Thus, the brand becomes sturdier and shinier.

- **Product Co-creation**
When a brand is ready to launch new ideas, it can leverage its community for inspiration. Whether allowing consumers to pick the next color of a bag or gleaning from their cries for a feature that missed the conference room drawing board, a brand can involve its community from the initial concept to the final product. These steps reassure consumers they are heard and included. Not to mention, some communities have helped roll out some smash hits (here’s looking at you, LEGO fans).

Creating a brand community is not only beneficial for your company to relate to your target audience and get feedback; it can also strengthen bonds between members through [emotional connection](https://thebrandleader.com/emotionally-connecting-with-brands/). According to psychologist Abraham Maslow’s hierarchy of needs theory, humans need love and belonging just short of basic necessities like food, shelter, and water. Brands have the power and influence to see that need in its followers and provide ways to fulfill it.

## Examples of Successful Brand Communities

Now that we’ve reviewed brand communities and how they can benefit both companies and consumers, let’s look at some popular communities from brands we know and love.

### LEGO

Since 1932, LEGO has delighted children of all ages with colorful interlocking blocks with the capacity to shape into anything of the imagination. Today, LEGO actively taps its community on the shoulder for new set Ideas and shares magical content across its social channels. Take a look at their [community page](https://ideas.lego.com/). 

### Nike

When you think of athletic companies, Nike is likely one of the first that pops into your head. This sportswear company provides a multitude of ways for its community to engage, including [Nike Run Club](https://www.nike.com/nrc-app) and [Nike Training Club](https://www.nike.com/ntc-app), two apps bursting with training videos, workout advice and support, and community challenges.

### Starbucks

Starbucks is a leading coffee company, and not just because of its special holiday drinks. Over the years, Starbucks has rolled out many limited-edition cups and products, appealing to consumers of every age and gender. Furthermore, the company engages its community in the app with features like summer games and [a loyalty program that gives rewards to members](https://www.starbucks.com/rewards). 

Learn more: [The Starbucks Red Cup: An Emotional Cultural Cue Ushering in the Retail Holiday Season](https://thebrandleader.com/the-starbucks-red-cup-an-emotional-cultural-cue-ushering-in-the-retail-holiday-season/)

### Shopify

Brand communities aren’t just for individual consumers. Sometimes, they’re for other brands and businesses. Shopify facilitates a special forum for merchants, developers, and partners and holds an annual conference, Shopify Unite, for developers and partners. There is also a treasure trove of resources for businesses of all sizes on the company website, [including a blog](https://www.shopify.com/blog). 

### Buffer

Social media may seem like it’s all fun and games on the front side, but behind the scenes, it can be a lot of work (still fun, though, take it from me). Buffer offers social media management tools, forums, and a [Buffer blog](https://buffer.com/resources/) with topics like strategies for those who pioneer the ever-changing social media platforms. Additionally, Buffer hosts events like Buffer Fest, an international digital video festival. 

## The Future of Brand Communities

The future of brand communities is looking brighter (and more interactive) than ever. As technology continues to advance, imagine stepping into virtual clubhouses where you can chat with fellow fans from around the world, try on new products in augmented reality, or even co-create the next big thing with your favorite brands. With blockchain and Web3 on the rise, communities might have a say in brand decisions or even share in their success. And who knows, maybe your next purchase will be suggested by a friendly AI that knows your style better than you do! One thing's for sure: brands that create welcoming, innovative spaces where customers feel truly connected will not only thrive, but set the standard for the future of customer engagement.

## Ready to Engage Beyond Likes?

Brand communities are more than just a marketing trend; they're a powerful tool for fostering loyalty, driving innovation, and building a brand that people truly love. By creating a space where your customers feel seen, heard, and valued, you're not just selling products or services – you're building relationships that last.

Ready to take your brand to the next level? Let The Brand Leader help you build a community that's as unique and vibrant as your brand itself. [Let’s talk →](https://thebrandleader.com/contact/)

**You might also like:**

- [How Outdoor Brands Can Stand Out Beyond Performance](https://thebrandleader.com/how-outdoor-brands-can-stand-out-beyond-performance-values-community-purpose/)

- [Crafting a Brand Voice That Get’s Noticed](https://thebrandleader.com/say-it-your-way-crafting-a-brand-voice-that-gets-noticed/)

- [Creative Brand Extensions That Worked](https://thebrandleader.com/creative-brand-extensions-that-worked/)

---

### Does Your Brand Need PR? Navigating the Landscape of Strategic PR Solutions

Source: https://thebrandleader.com/does-your-brand-need-pr-navigating-the-landscape-of-strategic-pr-solutions/

By Ashley Friedman

Think "PR" is only for big corporations or scandal-ridden celebrities? Think again. Whether you're a startup, a non-profit, or an established business, strategic PR can be the game-changer you've been missing. It's time to debunk the myths and discover how PR can elevate your brand to new heights. In this article, we'll explore the strategic solutions PR can offer for sustained growth.

### Debunking the Myth of PR

Before we get started, let’s set the record straight and debunk some common misconceptions about PR:

- **Myth #1: PR is Only for Big Events or Crises.** Reality: Strategic PR is about consistent relationship-building and proactive storytelling, not just putting out fires.

- **Myth #2: PR Opportunities Will Magically Appear**. Reality: Effective PR requires deliberate outreach, targeted pitching, and a well-crafted narrative.

- **Myth #3: PR is a One-Size-Fits-All Solution.** Reality: PR strategies must be tailored to your specific brand, goals, and target audience.

### Understanding Strategic PR Solutions 

Strategic PR is not a one-size-fits-all approach. It encompasses a variety of solutions, each designed to address specific goals and challenges. Let's dive into some key areas where strategic PR can make a significant impact on your brand.

#### Positioning & Strategy: The Foundation for PR Success

At the heart of strategic PR lies positioning and strategy. The positioning process will lay the foundation for every PR activity and message your organization puts out into the world, and it’s the most important first step to building your communications strategy. 

Positioning involves crafting a compelling brand narrative that resonates with the target audiences, aligns with business goals, and highlights the differentiators that set the business apart from its competitors. If your narrative is not strong enough or does not resonate with audiences, this can ultimately impact the effectiveness of the strategy, regardless of how skilled your PR team is or how great your offering is. 

Once your positioning is aligned, it’s time to build a communications and PR strategy that parcels out your messaging tied to a myriad of different moments in time, fits within your industry’s news cycle, and leverages several tactics—from thought leadership to media relations to internal comms—to generate awareness and results. 

#### Media Relations: Building Bridges to Success

Effective media relations are essential for gaining visibility and credibility in today's news cycle and competitor landscape. At The Brand Leader, to effectively engage with media, we employ a comprehensive and authentic media relations strategy that revolves around understanding the news landscape and establishing meaningful communication with journalists, editors, producers, on-air experts, and influencers across several industries and platforms. Through targeted pitches and leveraging the right assets for each target, we help brands tell their story in the publications that matter to them, as well as position them as industry leaders.

It’s important to know that seeing results from media relations can be a long process. Due to the evolving media landscape, breaking news, and other major news coming out from companies and the world, journalists are seeking stories to tell that truly impact and benefit theiraudience. This is why positioning and strategy are so aligned to the success you have with leveraging media relations - your messaging should be shared with the right outlets and audiences at the right time. 

For example, if you are a B2B tech company with a goal to get on the TODAY Show to grow sales - this is not only unlikely to happen, it’s not the right audience for your story, and we’d work with you to right-size your goals and targets to better align with your needs. 

#### Media Training: Equipping Your Team for Success

In an era of constant scrutiny, media training is non-negotiable for anyone representing a brand. From CEOs preparing for high-profile interviews to frontline staff interacting with the press, we empower teams to communicate confidently and effectively.

We believe that media training should cover message development, interview techniques, and crisis management strategies to ensure spokespersons are prepared for any scenario. In just one half or full-day intensive training session, we focus on the building blocks of delivering your messaging to a variety of audiences, and we continue to focus on prepping spokespeople for each and every interview thereafter. Whether it’s for a casual podcast or a live broadcast segment, you can never be too prepared for an opportunity. Trust us, you and your business will thank you for investing in training. 

#### Internal Communication: Bridging the Gap Between Inside and Out

The connection between internal PR and external reputation is often underestimated. However, in the age of social media and having access to a massive number of communication platforms, it’s crucial to prioritize sharing your messaging and goals with your employees now more than ever. Engaged and informed employees serve as brand ambassadors, and can reinforce external messaging and enhance brand perception. 

While that can be [scary for some brands](https://www.hrgrapevine.com/us/content/article/2024-04-19-chick-fil-a-bans-employee-from-making-viral-review-tiktoks-hr-couldnt-have-got-it-more-wrong) and often lead to hasty decisions, The Brand Leader works with companies to develop extensive guides for their employee communications. To ensure employees are aligned with the brand’s mission and values, we have worked to develop newsletters that provide a breakdown on what is happening at the company that’s approved to share on communication platforms, example messaging and guidelines they can use for their social media, and many more strategies that have helped drive collective success. 

#### Crisis Communications: Responding Swiftly and Transparently 

In times of crisis, proactive planning is paramount. Our agency helps brands anticipate and navigate potential crises through scenario development, messaging templates, and spokesperson training. 

We are also your always-on team that has eyes and ears to the ground when it comes to monitoring the situation at hand. Whether there’s a media request for commentary or a new comment posted by a social media user on a news story, we have a POV on what to do next - and most importantly, what **not **to do - to preserve trust and mitigate reputational damage.

#### Trade Show & Conference Management: Making Every Moment Count

Industry trade shows and conferences can offer invaluable opportunities for networking, lead generation, and executive visibility. Our team has strategized unique PR approaches for brands and leaders attending or speaking at the likes of Fortune Brainstorm Tech, WSJ Global Food Forum, Fast Company Innovation Festival, Expo West, Vinexpo, Outside Festival, SXSW and more. 

Our approach to trade show management goes beyond booth design to encompass building pre-show buzz, executing media outreach, planning activations and engagements and post-show follow-up. We know time is valuable for all involved, and we make every interaction count - whether it’s an interview, panel opportunity or trial or tasting of a product - and work with brands to make the most of their presence.

### DIY PR vs. Partnering with an Agency: Making the Choice to Invest

Before hiring an agency or an in-house lead, businesses must first assess what they are willing to invest in PR efforts, because it is truly a function that deserves attention, time and expertise, and support from leadership and other internal teams to be successful. 

While some businesses may opt for in-house PR efforts, partnering with an agency offers distinct advantages. Specialized expertise, existing media contacts, and dedicated resources enhance the effectiveness of PR initiatives and drive tangible results. It’s also helpful for your PR team to have a wide array of experience for knowledge-sharing insights from a bigger perspective than your own team, focused on your own perspective, can provide. 

### Your Brand's Next Chapter Starts with Strategic PR. Let's Talk.

In conclusion, public relations offers a myriad of solutions to support growth, build credibility and maintain reputation. By aligning PR efforts with business goals and investing in the right strategies, brands can unlock their full potential and reap the benefits of awareness.

Are you interested in learning more? Contact [Kelly@thebrandleader.com](mailto:Kelly@thebrandleader.com) for a consultation to discuss your goals and how The Brand Leader can support.

---

### Creative Brand Extensions That Worked

Source: https://thebrandleader.com/creative-brand-extensions-that-worked/

When [Doritos](https://www.doritos.com/) launched its first foray into the world of tangy, cheesy snacks in 1964, few could have predicted the incredible success the brand would achieve. It wasn’t just the original tortilla chips that propelled Doritos to stardom, however, it was their bold, innovative brand extensions. By continually introducing new flavors, textures, and product concepts, Doritos has kept its brand fresh and exciting for consumers, continually building on its own successes. 

One of their most successful brand extensions is the [Doritos Locos Taco](https://www.tacobell.com/food/tacos/nacho-cheese-doritos-locos-tacos), a collaboration with Taco Bell that became a blockbuster hit, selling over 100 million units in the first 10 weeks of its launch in 2012. Today, the Locos Taco is a permanent menu item on [Taco Bell’s menu](https://www.tacobell.com/food), and because of its wild success, other snack brands have engaged in brand extension collaborations with the fast food company (like the newly announced Cheez-It + Crunchwrap combination). Doritos’ success story exemplifies the power of creative brand extensions.

But what exactly is a brand extension, and, more importantly, how can you leverage strategic extensions to grow *your* brand? Let’s find out.

### **What Is a Brand Extension?**

A brand extension is a strategic approach where companies use their established brand names to launch new products or services. This tactic leverages the existing brand's reputation, customer loyalty, and market recognition to introduce new offerings, allowing companies to diversify their product lines and enter new markets more effectively.

Rather than relying on the success of a single product or audience, brand extensions allow companies to open up new revenue streams. By offering a wider range of products to multiple audiences, they have the opportunity to build deeper loyalty with their current customers and attract new consumers who may not have bought — or even encountered — their original product.

### **Types of Brand Extensions**

Brand extensions can be categorized into several different types, each with a unique approach and benefits.

- **Line Extension**: Line extensions involve introducing additional items in the same product category under the same brand name. These could be new flavors, forms, colors, ingredients, or sizes. Line extensions are the easiest and most common entry point for CPG brands.
***Example:*** Coca-Cola introduced Diet Coke, Cherry Coke, and Coke Zero, not to mention Coca‑Cola Cherry, Coca-Cola Spiced, Coca-Cola Vanilla, Caffeine Free Diet Coke, and more.

- **Category Extension**: Category extensions expand a brand into a new product category that is different from the original one.
***Example:*** Dove, initially known for its beauty bars, expanded into body washes, shampoos, deodorants, and men’s grooming products.

- **Complementary Extension**: Complementary extensions involve introducing new products that complement or enhance the use of the existing product.
***Example:*** Colgate, known for toothpaste, expanded into toothbrushes and mouthwashes.

- **Vertical Extension**: Vertical extensions introduce a new product at a different price or quality level within the same category. These can be divided into upscale (premium) and downscale (value) extensions.
***Example:*** [Marriott](https://www.marriott.com/default.mi) offers a range of hotels, from the budget-friendly [Fairfield Inn](https://fairfield.marriott.com/) to the upscale [Ritz-Carlton](https://www.ritzcarlton.com/?nst=paid&cid=PAI_GLB0004EMN_GLE000B19S_GLF000MT7U&ppc=ppc&pId=nancppc&gad_source=1&gclid=Cj0KCQjwj9-zBhDyARIsAERjds3JRcMZCmWk20BcAvy3rRkNqvl5LfpdIlruMraZk29YXeNTwEn44fQaAqz9EALw_wcB&gclsrc=aw.ds).

- **Brand Collaborations**: A brand collaboration involves two or more brands that come together to create a brand new product, service, or marketing initiative that leverages each brand's respective strengths, values, and consumer bases. This collaboration is a strategic way to extend each participating brand's reach and influence beyond its traditional boundaries, making it a subset of brand extension strategies.
***Example*:** Adidas partnered with Kanye West (Yeezy) to launch a line of sneakers and apparel (and later scuttled the entire line due to West's antisemitic comments).

### **4 Keys to Successful Brand Extensions**

The difference between an effective extension and one that falls flat often comes down to a few critical factors. Here are four keys to remember when considering and crafting your brand extension.

- **Stay true to your core.**
For a brand extension to be successful, the new product or service must align with the core values and promise of the parent brand. Consumers need to see a logical connection between the existing brand and the new offering. A strong brand fit ensures the extension feels like a natural evolution of the brand, rather than a forced addition.
***Example***: [Nike’s](https://www.nike.com/) extension from athletic shoes to sports apparel and equipment was a natural fit because both categories are closely related to sports and fitness.

- **Understand your audience.**
Thorough market research is essential to understanding what consumers want and need. This involves analyzing consumer behavior, preferences, and trends to identify gaps in the market that the brand can fill. A successful brand extension effectively addresses these needs, providing value that resonates with the target audience.
***Example***: When [Amazon](https://www.amazon.com/) expanded from being an online bookstore to offering a wide range of products and services (such as Amazon Prime, AWS, and Echo), it did so by understanding and anticipating the evolving needs of its customers.

- **Maintain quality and consistency.**
Continuing to provide the quality and consistency that consumers expect from the original brand is crucial for the success of any brand extension. Any new product or service must meet or exceed the standards set by the existing brand to maintain consumer trust and loyalty.
***Example***: [BMW’s](https://www.bmwusa.com/) extension from luxury cars to [high-performance motorcycles](https://www.bmwmotorcycles.com/en/home.html) maintained the brand’s reputation for quality, performance, and innovation, ensuring that consumers received the same level of excellence in both categories.

- **Don’t forget the marketing.
**Effective marketing is crucial for the success of any brand extension. Don’t assume a new product will sell itself. Treat your brand extension like a new product launch. Ensure that your messaging is consistent across all platforms through integrated marketing communications, clearly highlight the unique benefits of your new product, and consider partnerships with influencers to boost credibility and reach. Engage with your audience on social media to generate buzz, and offer in-store promotions and sampling (if applicable) to drive immediate trial and adoption.

### **Examples of Creative Brand Extensions**

From startups to established companies, brand extensions have proven to be a powerful way to boost overall growth. Let’s explore seven successful brand extension examples that made significant impacts

- **[RXBAR](https://www.rxbar.com/): **From Bars to Nut Butters
Initially known for its minimalist protein bars made with simple, whole-food ingredients, RXBAR expanded into RXBAR AM breakfast bars and RX Nut Butter bars. By honoring their commitment to simple, real ingredients, RXBAR successfully introduced these new line extensions that aligned with their brand ethos and met consumer demand for healthy, portable snacks.

**Why It Worked**:
**Brand Fit**: Both products emphasize simple, real ingredients.
**Consumer Demand**: RXBAR addressed the growing market for healthy, portable snacks.
**Quality**: Their new products maintained the brand’s reputation for transparency and healthfulness.

- **[Prime](https://drinkprime.com/): **From Sports Drinks to Energy Drinks
Prime, launched by influencers Logan Paul and KSI, specializes in functional beverages aimed at replenishing and energizing active individuals. After starting with hydration sports drinks, Prime quickly expanded into the energy drink category. Thanks to their massive online followings and a focus on superior taste and health benefits, Prime Energy drink and Prime Hydration lines quickly gained popularity among their core audience.

**Why It Worked**:
**Brand Fit**: Both products serve the active, health-conscious demographic.
**Influencer Power**: The brand leveraged the influencers’ strong brand presence and loyal fan base.
**Quality and Innovation**: Prime Energy offered a healthier alternative to traditional energy drinks, maintaining product integrity.

- **[Oreo](https://www.oreo.com/): **From Cookies to Ice Cream and Beyond
Oreo has extended its brand beyond the iconic cookie into products like ice cream, candy bars, and international flavors. Each new product maintains Oreo’s identity, focusing on the indulgent and fun experience that fans love.

**Why It Worked**:
**Brand Fit**: All products emphasize fun and enjoyment.
**Consumer Loyalty**: Oreo’s extensions capitalized on the strong emotional connection fans have with the Oreo brand, ensuring every product maintained the core Oreo taste and experience.
**Innovation**: By introducing new formats and flavors, Oreo appealed to loyal customers seeking new experiences and attracted new consumers intrigued by novel offerings.
**Market Success**: These extensions expanded Oreo’s market presence and reinforced its position as a leader in the cookie category.

Interested in learning more about [Brand & Strategy](https://thebrandleader.com/services/brand-and-strategy/)? Or check out some of [our work](https://thebrandleader.com/work/).

---

### Say It Your Way: Crafting a Brand Voice That Gets Noticed

Source: https://thebrandleader.com/say-it-your-way-crafting-a-brand-voice-that-gets-noticed/

Have you ever said, “That doesn’t sound like them,” when someone attributes an out-of-character comment to a close friend or co-worker? Or maybe you’ve shouted, “Nana!” in disbelief when your sugar-sweet grandma told an off-color joke that made your jaw drop and your face turn red. If either of these scenarios (which may or may not be based on actual events) sounds relatable, you already know the importance of a consistent brand voice. 

What do good friends and grandmas have to do with branding? The way they communicate plays a big part in the emotional connection you form with them. Similarly, a memorable brand voice can build a strong connection between you and your audience. Let’s see why getting it right is critical for your brand identity. 

### What Is a Brand Voice?

Your brand voice is the way your communication reflects your brand’s unique personality and values. It infuses your brand with human characteristics that make it more relatable. When you craft a clear, consistent brand voice across every platform, you forge an emotional connection with your customers — one that builds trust with every message and interaction. It’s so much more than just *what* you talk about on your website or social media posts. 

### Does Brand Voice Really Matter?

Okay, let's be real. You're proud of your brand (as you should be!). It's tempting to shout about all its amazing features. But here's the thing: every other brand is doing the exact same thing. Consumers are drowning in a sea of sameness. If you want to be heard above the noise, you need something that makes you unforgettable. That's where your brand voice comes in. It's not just what you say — it's how you say it. Think of it as your brand's secret weapon.   

### Brand Voice Examples

It’s one thing to talk about something like brand voice; looking at specific examples is even more helpful. Here are a few ways companies in various industries use their voice to stand out from their competitors.

#### Apple

If you have an iPhone in your pocket, an Apple Watch on your wrist, or a Macbook on your desk, you already know the power of Apple’s iconic brand voice. With clever headlines that give familiar phrases a fresh spin and messaging that feels as simple and efficient as their product designs, Apple's brand voice talks about technical innovation in a way that feels remarkably human. 

**Brand voice:**

Clever, Concise, Confident

**Examples:**

- Macbook: Light. Years ahead.

- Apple-designed chips: The kind of fast you can feel. 

- The iPhone 14 is more than just a phone. It’s a way to capture your memories, connect with the people you love, and explore the world around you.

#### Goodr

We all know sunglasses make a fashion statement. Goodr, a popular sunglasses brand, decided to make that statement far more colorful. From the intentional misspelling of their name to their unexpected product names (Whiskey Shots With Satan, anyone?), Goodr’s brand voice uses a good-natured blend of snark, humor, and conversational language to thumb its proverbial nose at all things posh and pretentious. And millions of Goodr fans love them for it. 

**Brand voice:**

Energetic, irreverent, playful 

**Examples:**

- Every product we create must speak to our F’s: fun, fashionable, functional, and ‘ffordable. (We like F words.)

- We are recklessly committed to fun … BLAH, BLAH, BLAH, sunglasses.

- The ultimate duo: business in the frame, party in the lens.

#### Simpliphy

Jazz legend Charles Mingus said, “Making the simple complicated is commonplace; making the complicated simple, awesomely simple, that's creativity.” Whether they were inspired by Mingus or not, the founders of Simpliphy found a way to make the complex field of physician compensation awesomely simple. And since their cloud-based software platform brought refreshing simplicity to such a complicated topic, they use a concise, upbeat (and decidedly non-techy) brand voice to convey their solution's astonishing simplicity. 

**Brand voice:**

Concise, energetic, encouraging

**Examples:**

- Healthcare can be complex. Paying doctors shouldn’t be.

- It’s not magic — but it sure feels like it!

- 100 doctors or 10,000 — it doesn’t matter. Simpliphy scales effortlessly, making calculation and communication surprisingly simple for healthcare organizations of any size.

#### YoungWilliams

Government services fill a critical need for millions of people and families across the country. Unfortunately, the delivery of those services can often feel impersonal and frustrating. YoungWilliams partners with government agencies to help them provide health and human services with a human touch. With a mission like this, they make sure their messaging stands out by using a brand voice that is professional, optimistic, and refreshingly personable. Less “next in line.” More “Hi, how can I help?”

**Brand voice:****
**Confident, friendly, trustworthy

**Examples:**

- We make it easier to make a difference.

- When we serve people well, everything else falls into place.

- Government services delivered better every day.

### The Core Elements of a Consistent Brand Voice

It’s important to use a brand voice that feels authentic to your brand’s identity. When you pay attention to your persona, purpose, word choice, and tone, your brand’s voice will flow naturally without feeling forced. That’s a big deal. 

#### Persona

You can’t know how you’d communicate if you don’t know who you are. That’s true in life, and it’s just as true in branding. The easiest way to think about this aspect is to imagine that your brand is a character in a movie, show, or book. With that in mind, think about how your character would carry themselves around others. Are you bold and brash? Quiet and thoughtful? Are you the life of the party — or a steadying influence in a world gone mad? Who you are will determine how you communicate. 

*Note: If you need some help with this part, our *[Brand Archetype Quiz](https://thebrandleader.com/what-are-the-12-brand-archetypes/)* is a fantastic place to start.*

#### Purpose

Knowing what you want to accomplish is as important as knowing who you are. What’s the goal of your messaging? Do you want to educate your audience? Are you there to entertain them? Are you trying to persuade them to try something new or reminding them to continue on the same path? When you know what action you want your customers to take, your message will be clearer — and clarity is key. 

#### Word Choice

Real talk: We almost called this point “Prose” for the sake of alliteration, but that felt a little uppity — and that’s not us. Not even close. Thankfully, our brush with a bad decision highlighted the impact word choice can have on brand voice. If you’re positioning yourself as a seasoned sage in an academic setting, it’s perfectly acceptable to demonstrate the voluminous expanse of your vocabulary. But if you’re setting your brand up as an irreverent jokester, big words will fall flatter than a lukewarm cup of last night’s beer. It takes work to balance the content of your messaging with your overall tone — but the work is always worth it. Speaking of tone …

#### Tone 

While your persona, purpose, and word choice are critical, your tone of voice is what really brings your brand voice to life. Why’s that? Because choosing the right tone allows you to communicate effectively in various situations while still sounding like you. An example? You got it. Let’s say you’re a tech brand that prides itself on the almost magical ability to transform impossibly complex processes. There’s a good chance you’ll infuse most of your communication with a showman’s enthusiasm, using optimistic phrasing and a high-energy tone. That’s perfectly acceptable. However, if you respond to a customer complaint with “Shazam! Watch us pull a solution out of this hat!” — well, let’s just say your customer probably won’t be as amazed as you hoped. In that instance, you can dial back your tone to show empathy without changing your overall brand voice. (We’re so sorry that happened. Let’s make this problem disappear, shall we?” is a much better option.) Varying your tone is your chance to read the room and respond accordingly. 

### Make Every Interaction Count

Depending on your business model and your brand offerings, your target audience is going to interact with your company on multiple platforms. Your website and social media accounts are the most obvious, but there’s so much more to consider. Print ads, digital campaigns, packaging, customer support calls, in-store signage … you get the point. If you have a compelling brand voice on your website, but your product packaging is boring, the unboxing experience is going to feel off. (Remember our “That doesn’t sound like them” example from the intro? Yeah, it’ll feel like that.) If your ads are vibrant and engaging, but your tech support reps sound monotone and scripted, you’ve missed an opportunity to reinforce your brand voice. 

*Note: If you’re going to vary your tone for shock value (looking at you, Nana), make sure you let your audience in on the joke after you’ve gotten their attention. *

Your brand voice should stay consistent at every touchpoint. That’s why it’s helpful to look at every piece of messaging through the brand voice you’ve established. If something feels off-brand, this step will let you correct it before your customers see it. It’s much easier to change messaging before it goes out than to walk back a headline or comment that didn’t sound like you in the first place. 

### The Case for Brand Guidelines

Unless you’re a solo business owner, there’s a good chance more than one person will be responsible for your brand voice. Creating it is one thing. Maintaining it is something else entirely. To keep everyone on the same page, you’ll need clear brand guidelines that outline how the brand should communicate. These can be as simple as a summary statement that sets guidelines for your company's communication, or they can grow into a multi-page document that outlines everything from preferred verbiage to comma usage. The key is making sure everyone who crafts messaging for your brand follows the guidelines. With every message. On every platform. Every time. 

It’s impossible to overstate the importance of the conversation between your brand and your customers. By crafting a brand voice that’s clear, consistent, and engaging, you’ll make the kind of connection that keeps the conversation going — and turns your competition’s cries for attention into background noise. 

### Searching for Your Brand Voice?

If you’re trying to find the perfect brand voice for your business — one that gives your brand a distinctive, ownable personality — our team is here to help. [Send us a message](https://thebrandleader.com/contact/), and we’ll set up a time to talk.

---

### Honkaku Spirits Partners with The Brand Leader to Bolster Brand Creative and Increase Digital Presence

Source: https://thebrandleader.com/honkaku-spirits-partners-with-the-brand-leader-to-bolster-brand-creative-and-increase-digital-presence/

*The Brand Leader will spearhead development of brand positioning, creative marketing assets and digital media strategy to support the Japanese spirits importer’s growth in US market*

Greenville, SC – May 22, 2024– [The Brand Leader®](https://thebrandleader.com/), a renowned advertising, branding, and creative integrated marketing agency that creates what’s impossible to forget is pleased to announce a partnership with [Honkaku Spirits](https://stats.nwe.io/x/html?final=aHR0cHM6Ly9ob25rYWt1c3Bpcml0cy5jb20v&sig=oJL8cLCtxW2byfaWtrpLGIwPuHNbVmZQ_e05v_L6gtKRpRxNbdW69xSpoKlkrkZyMWj606Ln-wcBk3Z8DilA5Q&hit,sum=WyIzbTZ0ZTYiLCIzbTZ0ZTciLCIzbTZ0ZTgiXQ), an importer of Japanese, artisanally-crafted, koji-fermented spirits. The partnership launches with a digital strategy and a regional focus for Takamine Whiskey as well as brand positioning and creative assets development to bolster off-premise support.

Kyle Duford, President, and Executive Creative Director at The Brand Leader, stated, "Welcoming Honkaku into our client family marks a significant milestone in our journey. Their commitment to authenticity and quality aligns seamlessly with our values of crafting unforgettable experiences for our clients."

Christopher Pellegrini, founder of Honkaku Spirits and author of The Shochu Handbook, expressed, "Partnering with The Brand Leader opens exciting possibilities for us to amplify the essence of Honkaku Spirits. Their expertise in creative strategy and digital marketing will undoubtedly elevate our brand presence to deepen our connection with enthusiasts of Japanese spirits and introduce it to new customers." 

#### **About The Brand Leader**

Headquartered in Greenville, SC, The Brand Leader specializes in creating what is impossible to forget. The agency offers comprehensive services, ranging from brand strategy, digital marketing and public relations. The Brand Leader is a trusted source for making creative that is impossible to forget. [https://thebrandleader.com](https://thebrandleader.com)

---

### The Unstoppable Rise of Low- and No-Alcohol Beverages

Source: https://thebrandleader.com/the-unstoppable-rise-of-low-and-no-alcohol-beverages/

In a world where wellness takes center stage, the rising trend of low and no-alcohol beverages represents a significant cultural shift. The past few years have witnessed a [major surge](https://www.insightaceanalytic.com/report/global-low--no-alcohol-beverages-market-/1100#:~:text=The%20Low%20%26%20No%20Alcohol%20Beverages,as%20low%20%26%20no%20alcoholic%20beverages.) in these alternatives, challenging traditional notions of social drinking and redefining the concept of a satisfying libation. Recently, alcohol delivery platform Drizly announced its[non-alcoholic sales were up by 62%](https://finance.yahoo.com/video/non-alcoholic-beverage-boom-stay-222612477.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAACuq_6Eq7DWIRYut2dml-qWEZWM5pBwmB348d_gu5jqDZFehICzbzekqXooEjo3LZd-o6ekxrGMOsQbAwC-g6SVwlVB1aEhWE_oc0TLxXSnZSr9ukucQD9-YR4Y-bGQHRbeCV9D9Mm9KLj4TRF3pL_XFXCwXpSq4zUtSQpO-tdOX) in 2023 and show no signs of slowing down.

As it’s [Dry January](https://alcoholchange.org.uk/help-and-support/managing-your-drinking/dry-january), we’re here to examine the rise of low- and no-alcohol beverages and provide insights on potential marketing opportunities for these brands. 

#### History of Low-Alcohol and Nonalcoholic Drinks

The history of low- and no-alcohol drinks is far from recent. Their roots trace back centuries, with early iterations including non-alcoholic beers in the Middle Ages and prohibition-era mocktails in the 1920s. Still, as consumers have become more health-conscious in recent years, non-alcoholic beverages [have surged in the market](https://www.foxbusiness.com/fox-news-food-drink/bars-offering-non-alcoholic-drinks-growing-popularity-across-country).

#### What Is Low/No Alcohol?

Low-alcohol beverages typically contain less than 0.5% alcohol by volume (ABV), while no-alcohol variants have virtually no alcohol content, often staying under 0.05% ABV. Understanding the terminology is crucial. This distinction caters to a broad spectrum of consumer preferences, and brands need to ensure their marketing statements adhere to the guidelines. 

#### What’s Driving the Demand for Low/No-Alcohol Drinks?

The meteoric rise of low- and no-alcohol beverages is propelled by [multiple factors](https://spiritless.com/blogs/lifestyle/why-drink-non-alcoholic#:~:text=People%20drink%20non%2Dalcoholic%20drinks%20because%20they%20want%20something%20to,of%20benefits%20from%20this%20decision!&text=Non%2Dalcoholic%20drinks%20are%20no%20longer%20limited%20to%20sodas%20and%20juices.), including:

- Consumers wanting delicious, guilt-free drinks

- Increased prioritization of mental health and well-being

- Efforts to improve sleep, diet, and fitness routines

Furthermore, part of this surge was influenced by the pandemic, which prompted many to reconsider their drinking choices amidst changing social norms.

#### Today’s Top Low/No-Alcohol Brands

Several trailblazing brands have successfully capitalized on this trend. From established breweries offering non-alcoholic variations to innovative startups crafting unique, sophisticated flavors, the market is brimming with diverse offerings catering to various tastes. 

Some of our favorite brands include [Surely](https://www.drinksurely.com/), [Betty Buzz](https://bettybuzz.com/), and [Ghia](https://drinkghia.com/), which offer a range of non-alcoholic wines, spirits, and mixers. From beautiful packaging to creative marketing tactics and celebrity owners fueling consumers’ brand love, these brands are getting it right. 

**Surely**

Capitalizing on the Dry January campaign as its consumer hook, Surely sold [thousands of bottles](https://www.forbes.com/sites/lisakocay/2022/04/27/surely-wines-offers-all-the-fun-of-drinking-without-the-booze/?sh=77a3203644d7) of its NA wine in January 2023. Driven by a clear mission to normalize NA wine in Napa, Surely’s savvy marketing and positioning have helped the company become a media darling and leading NA wine brand, garnering favorable reviews in *Sports Illustrated, PureWow, Men’s Journal, *and more.

**Betty Buzz**

After selling [millions of bottles](https://www.forbes.com/sites/jeffconway/2022/05/17/blake-lively-talks-betty-buzz-and-dominating-the-mixer-drink-industry/?sh=1bceae52518b) within its first year, Blake Lively’s brand isn’t just another celebrity brand. It’s a brand that’s making its mark by getting crafty with smaller marketing budgets and ingraining itself in pop culture with [entertaining ads like this one](https://www.today.com/food/drinks/blake-lively-ryan-reynolds-betty-buzz-ad-rcna70468) that ran during last year’s Puppy Bowl. 

**Ghia**

Led by a female founder with a compelling story, Ghia also came along during a [pivotal pop culture moment](https://www.cnn.com/2023/11/04/business/spritz-cocktail-popularity/index.html), providing a non-alcoholic aperitif made with real ingredients for those who love a spritz. The refreshing taste and chic packaging have also helped the brand net positive reviews and generate fandom among foodie and lifestyle consumers, making this NA spirit one to watch. 

#### Positioning Your Brand in the Low- and No-Alcohol Category

With double-digit growth in sales, the low- and no-alcohol sector is gaining momentum, and it’s not just confined to standalone beverages. Opportunities abound in various verticals, including mixology and physical experiences. But regardless of the vertical, the right positioning and marketing mix is the key to success. 

Before you launch your product, you must first consider what problem it solves — and for whom — to guide your positioning and marketing efforts. **Emphasizing taste, wellness benefits, and lifestyle choices is pivotal. **For example, brands like [Lyre’s](https://lyres.com/), a non-alcoholic spirit offering, are popular because their products, such as American Malt, taste exactly the same, so consumers won’t need to compromise or feel guilty when they enjoy an NA Old Fashioned. 

Differentiation is equally as important. Creating a compelling narrative around the “why” behind your product — an ownable story distinctive to your brand — can help you establish a strong foothold in the market. Given the category and consumers, emphasizing quality ingredients, lifestyle benefits, taste, and unique brewing/distillation processes can pave the way for appealing branding or packaging that also sets your product apart.

#### PR + Marketing Opportunities 

When it comes to marketing and [PR for low-alcohol and nonalcoholic drinks](https://thebrandleader.com/wine-spirits-agency/), lean into your narrative and curate ownable content, campaigns, and experiences that directly tie back to your brand and mission. 

You can leverage social media platforms and influencer partnerships for amplified visibility or create a physical space for consumers to experience your brand (such as a sober bar in a key market). You could also forge a partnership that inserts you into pop culture or focus on telling your story to the right reporters. In today’s world, the possibilities are endless. 

Enlisting the support of experts, such as an agency, could be incredibly impactful for your brand and your revenue. When you’re so close to your own story or business needs, it’s easy to have tunnel vision. Establishing trusted partners who will counsel you along your journey can help you see the bigger picture and develop a strategy to meet your goals. 

#### A Healthy Future for Low- and No-Alcohol

The rise of low- and no-alcohol beverages represents a fundamental shift in consumer preferences, driven by a desire for wellness, inclusivity, and choice. This burgeoning market presents a wealth of opportunities for brands willing to embrace innovation, creativity, and a holistic understanding of evolving consumer needs. 

As the movement toward mindful drinking gains momentum, it's clear that low- and no-alcohol beverages are more than just a passing trend; they’re positioned to be a permanent fixture that shapes the future of the beverage industry.

Need help marketing or positioning your low- or no-alcohol brand? We've helped other brands navigate this space and would love to help you. [Contact us to explore how we can best work together.](https://thebrandleader.com/contact/)

---

### Brand Story vs. Brand Positioning: Understanding the Key Differences

Source: https://thebrandleader.com/brand-story-vs-brand-positioning-understanding-the-key-differences/

When building a brand, two foundational concepts often get mixed up: **brand story** and **brand positioning**. While they work together to create a cohesive and compelling brand, they serve distinct purposes. A strong brand needs both—a captivating **narrative** to connect emotionally and a **strategic position** to stand out in the market.

So, what’s the difference? And why do they matter?

## **Brand Story: The Heart of Your Brand**

A brand story is the emotional core of your brand—it’s how you communicate your origins, values, and mission in a way that resonates with your audience. A well-crafted brand story isn’t just a history lesson; it’s a narrative that evokes emotions and builds trust.

Think of your favorite brands. Why do they stand out? More often than not, it's because they tell stories that matter. From Nike’s relentless pursuit of greatness to Patagonia’s commitment to sustainability, great brand stories inspire and connect.

### **What Makes a Great Brand Story?**

• **Authenticity:** It should reflect your brand’s genuine mission and values.
• **Emotionally Engaging:** Your audience should see themselves in your story.
**• Consistent Across Touchpoints:** From marketing campaigns to customer service, your brand story should be evident everywhere.

Storytelling is a critical component of branding. A brand isn’t just a product or a service—it’s an experience. The stronger the emotional connection, the more memorable your brand becomes.

### **Key Questions a Brand Story Should Answer:**

• Why does our brand exist?
• What values do we stand for?
• What impact do we want to make in the world?

## **Brand Positioning: Your Space in the Market**

If a brand story is the heart, then brand positioning is the brain. It’s your strategic approach to defining what makes you different and valuable compared to your competitors.

Brand positioning is about carving out a distinctive space in the marketplace. It answers the question: Why should customers choose us over others? This requires a deep understanding of your audience, competition, and value proposition.

### **What Makes Strong Brand Positioning?**

• **Clear and Concise:** Your audience should immediately understand your unique advantage.
• **Differentiated from Competitors:** Avoid being "just another" brand in your industry.
• **Tied to Your Audience’s Needs:** Position yourself as the best solution to a specific problem.

For example, The Brand Leader helped [Spero Financial create their unique brand position](https://thebrandleader.com/case-studies/spero-financial-case-study/). By not only creating the visual identity, but first focusing on the message, USPs, and position, Spero has had a strong foothold in the market ever since, growing each year.

### **Key Questions Brand Positioning Should Answer:**

• What do we offer that no one else does?
• What specific customer pain points do we solve?
• How do we want to be perceived in the marketplace?

## **How Brand Story and Brand Positioning Work Together**

Think of it this way: **Your brand story gives people a reason to care. Your brand positioning gives them a reason to choose you.** Take a look at the [whiskey brand Takamine Whiskey.](https://thebrandleader.com/case-studies/takamine-whiskey/) The brand story is ownable and unique: A former samurai, Dr. Jōkichi Takamine patented a Japanese method of koji-fermented whiskey in the United States and UK, to create the most American Japanese whiskey. But the positioning? That's the magic sauce, using the story and now the product to propel the positioning: A distinctive blend of Japanese craftsmanship and American heritage, delivering an elevated whiskey experience.

Together, these elements create a powerful and cohesive brand identity. Without a brand story, positioning can feel cold and transactional. Without brand positioning, a great story might fail to convert customers.

**Example in Action:**
Let’s take Apple:

**Brand Story:** Apple was founded with the mission to challenge the status quo and empower creativity through technology.

**Brand Positioning:** Apple differentiates itself with sleek design, seamless user experience, and premium innovation.

**Both elements work together to create a brand that is both emotionally resonant and strategically dominant.**

[If you want to build a brand that truly stands out](https://thebrandleader.com/services/brand-and-strategy/), you need both a compelling story and a sharp position in the market. A brand that tells a great story but lacks a clear position might struggle with differentiation. On the other hand, a brand with a strong position but no emotional connection might fail to build loyalty.

At The Brand Leader, we help brands develop both—ensuring they connect deeply with their audience while owning a distinct place in the market.

Want to craft an unforgettable brand? Start by telling a great story and positioning yourself for success.

---

### AI in the World of Branding

Source: https://thebrandleader.com/ai-in-the-world-of-branding/

#### Real Talk About Artificial Intelligence

AI has been around for years — decades even — but it hasn’t always grabbed headlines. For the most part, conversations about artificial intelligence were relegated to sci-fi movies and tech-industry message boards. But now, with the surging popularity of ChatGPT, Dall·E, Midjourney, and more, it’s safe to say that AI has entered the cultural mainstream, capturing imaginations and stoking more than a few fears.

A quick scroll through LinkedIn posts or Reddit threads is all it takes to see doomsday predictions like “AI is taking all the creative jobs” and “It’s the end of the world as we know it (and unlike the fellas in REM, we don’t feel fine).” This is especially true in creative industries, where copy, content, and design lead the charge. 

At The Brand Leader, everything we do revolves around creativity, so naturally, we’re asking ourselves what role AI can and should play in branding. Like so many others, we’ve had wide-ranging conversations about whether or not AI tools are overrated, whether they have the potential to replace human creatives, or whether there’s a way to use them to amplify our creativity. Ultimately, we’ve landed on this: We ideate. AI iterates.

#### A New Era of Advertising

Whether we like it or not, AI has changed the way ads are made, influencing everything from data analytics to message targeting. Robust data analytics provide real-time insights to help brands target the right people at the right time. Machine learning observes patterns in consumer behavior, allowing brands to make informed decisions about the type of content their consumers want to see. It can collect and analyze data surrounding an audience’s demographics, interests, buying intents, and behaviors to enhance ad relevance. 

Using these data-based predictions, brands can take a more proactive approach to their advertising efforts, helping them personalize customer experiences. When used well, AI can help brands make their consumers feel more seen and understood, strengthening their brand loyalty as a result.

But for all its analytical, behind-the-scenes advantages, AI introduces a fair share of uncertainty. While helpful for conducting research, its extensive knowledge center isn’t foolproof, which causes concerns about biases and inaccurate information. As of now, AI technology like ChatGPT only possesses knowledge up to a certain point in time. So, if you want the latest news, you’ll have to find it the old-fashioned way. And if you *do* find information with an AI-powered app, remember that AI is kinda like an older brother — just because it tells you something doesn’t mean it’s true. You better check your source.

#### A Work in Progress

When it comes to traditional creative disciplines like copywriting and graphic design, AI seems impressive at first. If you’ve ever spent hours using ChatGPT to write Shakespearean sonnets about your grandfather’s childhood adventures or asked an AI image generator to create realistic, sepia-toned photos of Picasso playing pickleball, you know what we’re talking about. You’ve likely been astounded — or at least amused. At least until you realize it spelled Grandpa’s name wrong or gave ol’ Pablo a bonus ear. Needless to say, attention to detail is still one of AI’s most glaring limitations. 

As impressive as AI is, it couldn’t exist without humans behind the wheel. It lacks the insight and creativity only humans can provide and requires quality prompts to produce worthwhile results. 

Despite the concerns and fears surrounding the presence of AI, it’s not something we should shy away from. Instead, it’s better viewed as a tool that we can use to analyze and refine our original ideas and concepts. At this point, it looks like AI is here to stay. We might as well make the most of it.

#### The Value of the Human Touch

AI can supplement human creativity, but it won’t replace human understanding. And since creativity is the process of making connections that didn’t exist before, original ideas are still the domain of creative people. While AI can work with available information, it can’t make the type of connections required to craft meaningful work that connects with human emotions. (Not yet, at least.)

The question shouldn’t be whether or not to implement AI into branding practices but *how *to use it most effectively. AI should amplify human capabilities, but for now, it still requires a human expert to operate at its fullest potential. It’s not self-aware, which is why humans still need to be in charge.

With thoughtful prompts, AI can be a valuable tool to produce outstanding work. It makes a great sounding board for brainstorming headlines, blog topics, outlines, and more — but at the end of the day, we still need to make sure that the ideas we refined with the help of AI tools align with subjective details like brand positioning, visual style, and voice. And like we said, AI isn’t above making errors. We still need to check our work. 

In the creative world, people are still the source of the best ideas. One of our core values here at The Brand Leader is “People First” because we recognize that we wouldn’t be who we are without our team and clients. The people are the heart and soul of any company or brand. If you want to maintain your competitive advantage, you should never lose sight of that.

---

### The Pantone Color of the Year and the Powerful Persuasion of Color

Source: https://thebrandleader.com/the-pantone-color-of-the-year-and-the-powerful-persuasion-of-color/

After only 30 days since the much-anticipated announcement of the 2024 Pantone Color of the Year, you’ve probably already seen the trendy color popping up across brands and products — like the Peachy [Motorola Razr](https://www.motorola.com/us/smartphones-razr-plus/p?skuId=1027), [Polaroid’s Peach Fuzz Instant Film](https://www.polaroid.com/products/color-itype-film-pantone-edition), Movado’s Heritage Watches, or [Ruggable’s collection of rugs](https://ruggable.com/collections/pantone-rugs), to name a few.  [PANTONE 13-1023 Peach Fuzz](https://www.pantone.com/color-of-the-year/2024?gad_source=1&gclid=Cj0KCQiAy9msBhD0ARIsANbk0A8gM1o40wKZ8ORfds9Q7_jSuBqjJZznEjkxCRhxF9uBGuchJ99igVEaAgFhEALw_wcB) is already starting to make a splash across the fashion, beauty, interior design, and advertising industries, and we’re only in the first week of the new year. Don’t have your Peach Fuzz watch band or tumbler yet? Don’t worry; we’re just getting started, and Peach Fuzz has a lot more to offer in 2024.

But first things first. How on earth does Pantone choose the color of the year, and why Peach Fuzz for 2024? Well, let’s start from the beginning.

### Pantone’s Colorful Legacy

In the early 1960s, [Pantone](http://pantone.com) was a printing company in the northern part of New Jersey, with a specialty in color charts for the fashion, cosmetics, and medical industries. Back then, every printer used its own unique color guide. Printers would create their own version of a color and then print each color differently depending on how they interpreted it. In addition, the communication between designers, ad agencies, and printers was difficult, creating a slew of color mistakes, inefficiencies, and reprints. Pantone knew there had to be a better way to do things. 

This is where Pantone’s color-matching system came in. The tool organized color standards through a proprietary numbering system and chip format to match and identify colors quickly. It was introduced by the Pantone Color Institute to standardize colors so brands could have color consistency across all their designs and marketing materials. This set up Pantone’s rise to the leader in color.

Over time, Pantone became more than just a color-matching system. They became a global design force and a trusted trendspotter, setting the tone for design and style trends. In 1999, they announced the very first Pantone Color of the Year, which has now become a pillar of global society. Using trend analysis, the Pantone team translates what’s happening in the world into the language of color. The team of experts examines movies, art, fashion, design, travel destinations, and more to determine which colors currently have the most influence on the world.

The color-attuned team works to select a color that captures the imagination of designers, brands, and consumers, giving voice to thoughts and ideas otherwise left unspoken. Their extensive research narrows down their options to a singular color meant to set the tone for the coming year.

### The Color of the Year

This year marks the 25th year of the Pantone Color of the Year program. With the selection of Peach Fuzz, we celebrate the fundamental role color plays in the human experience. Like in years past, this color is set to influence product development and consumer purchase decisions across the globe.

At a time when global tensions are high, between tumultuous wars and an election year, the selection of PANTONE 13-1023 as the color of the year serves as a reminder of everyone’s core desire for community and connection. Peach Fuzz is meant to draw us back together. Its warm, gentle hue reminds us of some of the things that are important — comfort, compassion, and kindness. Its vintage vibe and contemporary feel remind us of simpler times, making a nod to the past and present all at once. 

“We chose a color radiant with warmth and modern elegance,” stated Leatrice Eiseman, the Executive Director of the Pantone Color Institute. “[It’s] a shade that resonates with compassion, offers a tactile embrace, and effortlessly bridges the youthful with the timeless.” 

Pantone’s hope is that this color will stir up a sense of community and belonging, creating opportunities for individuals to engage and connect. Pantone is inviting us to create meaningful moments together.

### The Power of Your Brand's Color

What does all this mean for your brand? Should you use PANTONE 13-1023 in your brand? Well, the answer is complicated. For some brands, yes. Apparel, fashion, cosmetic, and electronic brands could utilize the color with their products to stay current on the year’s trends. For other brands, no. Remember, it’s trendy this year but won’t always be. Service industry brands may actually dilute their brand equity by changing colors every year to follow the trends. 

But there’s one huge takeaway that ***any brand*** can learn from Pantone. It’s simply this: 

Color creates emotion, and that emotion is the building block of brand connection. PANTONE 13-1023 was specifically chosen this year to remind us of comfort, warmth, and kindness and to create a desire for community and connection. And, if you’re wondering if color can do all that, the answer is absolutely.

Colors have a strong influence on our minds, our feelings, our ideas, the way we perceive things, and, hence, how we respond to the world around us. It’s a universal language that tells a story, carries meaning, and evokes emotions without ever saying a word.

When crafting a brand’s visual identity, color is one of the most powerful and reliable ways to build emotional connections with your target audience. And because our emotions directly influence our behavior, they can have a measurable influence on consumers’ recognition and connection to your brand and even their purchasing decisions. In fact, studies show that 85% of customers identify color as a primary reason for choosing one brand over another.

When crafting your brand’s color palette, follow these guidelines, which is how we do it when we're [creating](https://thebrandleader.com/services/creative-and-content/), reimagining, or [rebranding](https://thebrandleader.com/wp-content/uploads/Brand-Strategy.png) businesses.

**Stand Out: Choose a color that differentiates your brand from the competition.
**If you want to stand out, you can’t look like everyone else. Doing a visual analysis of your competitors will help reveal their color palettes and open up opportunities for you to find an “ownable” color that sets you apart.

**Stay True to Yourself: Choose a palette that embodies your brand archetype/personality.
**Knowing who you are first is key to determining the elements of your visual identity (type, image style, and color). Once you’ve determined your brand’s personality and characteristics, be sure to match your colors with those personality traits. For example, bright, bold colors evoke energy and enthusiasm, while more subdued colors create a soft, tranquil feel. Remember, your colors should send a message to your audience, even if there are no words to verbally communicate it.

**Appeal to Your Target Market: Choose a palette that resonates with your target audience.
**Different people have different color perceptions and preferences. Think about your ideal customer and match colors to that person’s preferences, personality, and identity. However, be sure to remember point number one: Stand out. A lot of competitors within your industry will choose similar colors because they convey the right message and appeal to their consumers. Think of the healthcare space. Over 80% of healthcare brands choose calming and soothing colors like blues and greens. So, how do you stand out and appeal to your audience? That’s where accent colors and different color hues come into play. Try to identify hues and secondary colors that help differentiate your visual identity.

Don’t overlook your brand’s color. It’s one of the most important aspects of your visual identity, and boy, does it pack a punch. Pantone’s Color of the Year is a prime example of that. So the next time you spot that Peach Fuzz product in your home (yes, I bet you’ll have something before the year ends), think about how you can use color to build deeper connections between you and your consumers, and if you need help with that, [let us know](https://thebrandleader.com/contact/).

---

### Wines to Pair with Thanksgiving

Source: https://thebrandleader.com/wines-to-pair-with-thanksgiving/

The time for this annual meal is fast approaching – always a challenging event for wine pairing!
Here are Benson’s top picks for 2022.

#### Wines to pair with that Thanksgiving feast

First up, it’s all about Pinot:

[Balletto Vineyards Rosé of Pinot Noir](https://www.ballettovineyards.com/shop/?view=product&slug=2021_Rose_Of_Pinot_Noir) – SRP $22 – The 2021 is fun and lively with a light, delicate texture and a refreshing acidity. Bonus from Balletto Vineyards in 2022 – they are now entirely solar powered!

[Balletto Vineyards Russian River Valley Pinot Noir](https://www.ballettovineyards.com/shop/?view=product&slug=pinot_noir_russian_river_valley) – SRP $34 – The 2019 exhibits everything you would expect from a serious pinot, combining full and captivating aromatics with a delicate texture that defines the Balletto style of Pinot Noir. The wine itself is full of contradictory forces: it’s weighty with a luscious mid-palate, but also surrounded by notable tannins and acidity that keep it focused, balanced and taut. It has plenty of dark fruit, but it is also layered with savory earth and spices that offset it. The overall impact is complex, impressive and delicious.

It’s not Pinot, but it’s great at Thanksgiving – check out [Balletto’s Gewurztraminer](https://www.ballettovineyards.com/shop/?view=product&slug=2021_Gewurztraminer)! (SRP $24)

[Hahn Appellation Series Pinot Noir, Arroyo Seco](https://www.hahnwines.com/) – SRP $25 – Located south of the Santa Lucia Highlands, Arroyo Seco is one of the smallest AVAs in California, boasting one of the longest growing seasons in the state due to cool winds that blow in daily from Monterey Bay. As a result, this Pinot Noir is soft and delicate on the palate, with flavors of cherry and other red fruits, followed by a long finish. Hahn Appellation Series also includes a Chardonnay (SRP $20) and GSM – Grenache Syrah Mourvédre (SRP $25).

[Hahn SLH Pinot Noir Santa Lucia Highlands](https://www.hahnwines.com/) – SRP $35 – Pioneers in the Santa Lucia Highlands (SLH), Nicolaus (Nicky) Hahn first purchased land in the 1970s and was keen to see its potential as a renowned wine region. He led efforts to officially establish Santa Lucia Highlands as an official AVA. Today, Hahn Family Wines owns one of the largest shares of planted vines in the SLH, farming 650 acres (10% of SLH). The vineyards used for Hahn’s SLH wines experience a long and dry growing season that results in wines with remarkable depth, complexity and ripe fruit flavors. Hahn SLH Chardonnay is also available as well (SRP $30).

#### We’re also looking at some options from exciting wine areas overseas:

[Teliani Valley Saperavi](http://www.georgianwinehouse.com/wine/11/Teliani-Valley/Saperavi/2) – SRP $15 – Made from 100% Saperavi (pronounced saw-pear-ah-vee) grapes. This wine is a great introduction to the Saperavi varietal of Georgia. A young version of Saperavi that shows all of the best characteristics of the grape. Fermented in stainless steel, this medium-full bodied Saperavi shows a classic profile with ripe sour cherry and pomegranate notes, vibrant acidity, and firm tannin. A perfect party wine since it will go with most things on the table.

[Xanadu Chardonnay, Margaret River](https://xanaduwines.com/product/2021-xanadu-chardonnay/) – SRP $30 – From the heart of the ‘Golden Triangle of Chardonnay’ in Western Australia, this wine is made entirely from the Gingin clone, which is specific to this area and gives the wines their signature style. Each bunch develops a mix of small and large grapes which give lower yields and provide outstanding fruit concentration, elegance and persistent natural acidity. This wine is barrel fermented with wild yeasts and matured on lees for nine months but does not undergo malolactic fermentation. The resulting wine shows flavors of gala apples, pears and tangy yuzu citrus alongside a quartz-like minerality.

[Yering Station Pinot Noir, Yarra Valley](https://www.yering.com/product/21-yering-station-pinot-noir/) – SRP $30 – This Pinot Noir from the cool climate of Yarra Valley, Australia is proof that Australia has exceptional cool climate terroir to offer. Complex and balanced, with bright strawberry and fragrant spice notes. It has an acidity that works nicely with most dishes and sides. Yering Station is the first vineyard in Victoria, Australia, with vines planted in 1838.

#### Finally, we’ll finish off with some classic American pours:

[Smith & Hook Proprietary Red Wine](https://www.smithandhook.com/wine/proprietary-red-blend-central-coast/) – SRP $25 – The Smith & Hook story begins 40 years ago in the hills of Monterey County where the Hahn family founded Smith & Hook, launching a decades-long exploration of Central Coast winemaking. Today Winemaker Megan McCollough produces excellent Cabernet Sauvignon wines, priced $25-45, as well as this classic Bordeaux blend of primarily Merlot, Petite Sirah, Malbec & Cabernet Sauvignon. The fruit is sourced from three prestigious appellations of the Central Coast: Arroyo Seco, Santa Lucia Highlands and San Antonio Valley. This expressive blend features vibrant aromas of cranberry, dark cherry and plum, underscored by notes of mushroom and subtle hints of lavender.

[Biltmore Winery Thanksgiving Wine Trio](https://www.biltmoreshop.com/wine/new-releases/thanksgiving-wine-trio.html) – SRP $109.00 – When it comes to choosing wines for Thanksgiving, why choose just one? This trio includes the Biltmore Reserve Chardonnay, The Hunt Red Blend and Biltmore Estate Blanc de Blancs, all ideal for different parts of a Thanksgiving gathering. The best part is that it’s 20% off right now! Here’s more about each wine and why they were selected:

- [Biltmore Reserve Chardonnay](https://www.biltmoreshop.com/wine/white-wine/biltmore-reg-reserve-chardonnay-north-carolina-2019.html?_ga=2.170730278.760504701.1657296315-723965923.1641320599&_gl=1*109jmz9*_ga*NzIzOTY1OTIzLjE2NDEzMjA1OTk.*_ga_Y2N6CG43DX*MTY1NzI5NjMxNC41My4xLjE2NTcyOTcyMjYuMA..) – SRP $25 – The best pairing for your feast or Biltmore’s modern take on the Vanderbilts’ archived Thanksgiving menu from 1904. This green beans recipe is perfect with a sip of the refreshing and smooth Chardonnay.

- [The Hunt Red Blend](https://www.biltmoreshop.com/wine/wine-red-wine/the-hunt-red-blend-sonoma-county-2019.html) – SRP $45 – This wine was made with 44% Cabernet Sauvignon, 30% Merlot, and 26% Cabernet Franc from Sonoma County making the perfect blend for a complex meal. It’s great to pair with roast turkey which was George Vanderbilt’s favorite – you can replicate the recipe here.

- [Biltmore Estate Blanc de Blancs](https://www.biltmoreshop.com/biltmore-estate-ch-226-teau-reserve-blanc-de-blancs-north-carolina-2019.html) – SRP $39 – Great as a pre-dinner sip with appetizers or with post-dinner dessert, this sparkling wine was made with chardonnay grapes and features tiny bubbles that give way to a surprisingly creamy mouthfeel along with flavors of Bosc pear and light yeasty ciabatta notes.

For more information, assets, or samples of any of these wines, please don’t hesitate to let us know!

---

### Discover Georgian Wine with Teliani Valley

Source: https://thebrandleader.com/discover-georgian-wine-with-teliani-valley/

Join this webinar for an introduction to Georgian wine from one of its leading producers, Teliani Valley.

Established in 1997 in the Khaketi region, Teliani Valley is one of the largest Georgian wineries with importation to the United States, as well as being one of the largest vineyard holders and managers in Georgia. The country’s rich culture of quality winemaking, hospitality and tradition is part of the company’s DNA. Their winemaking practices combine ancient principles with modern techniques and new, innovative ideas to create award-winning wines.

Wine is at the heart of what it means to be Georgian and Teliani Valley wants to make the world, “a bit more Georgian.”

Moderated by Thea Schlendorf, Benson Marketing Group, with Kato Shalvashvili, Teliani Valley Winemaker and Brand Ambassador. Recording date: September 28, 2002.

[Watch BensonLive Presents: Discover Georgian Wine with Teliani Valley](https://www.youtube.com/watch?v=S-1Yrj4z_DI&t=20s)

---

### Get to Know the Santa Lucia Highlands

Source: https://thebrandleader.com/get-to-know-the-santa-lucia-highlands/

The Santa Lucia Highlands flies under the radar for many wine lovers, but Pinot Noir and Chardonnay enthusiasts know to look to this region for remarkably consistent wines. Here are five more facts to get you oriented to Santa Lucia Highlands (SLH) AVA.

- **Cool Climate Varieties Dominate**: The SLH AVA is comprised of 6,400 planted acres, with a majority being Pinot Noir and Chardonnay. It is worth noting that the appellation stretches roughly 18-miles long, two miles wide, and 22,000 total acres, much of it unplantable mountainside.

- **The Pioneers:** In 1973, the first commercial plantings began with early pioneers, such as Hahn Family Wines founder, Nicky Hahn, established the first quality, modern-era vineyards. In 1991, compelled by the application submitted by pioneers like, Mr. Hahn, the SLH was officially recognized as an American Viticulture Area.

- **Cool+Dry+Wind = L*oooo*ng Growing Season**: It's not atypical for a Santa Lucia Highland growing season to stretch from February through November.

- **More about that Wind**: A defining feature of the region, strong daily 5-25 mph winds off Monterey Bay are key factor in long hang time and phenolic ripeness winds diminish photosynthesis early in the day, extending the growing season.

- **Location, location, location:** Located in Monterey County adjacent to the famed Salinas Valley, the eastern facing vineyards of the SLH stretch between 50 and 1,650 above sea level.

**Expert Source:** Paul Clifton, Director of Winemaking for Hahn Family Wines, has spent a career understanding the wind, sun and soils of the Santa Lucia Highlands. If you're looking for more information regarding the SLH or about Hahn Family Wines for any upcoming features please contact Alex Parker at [parker@bensonmarketing.com](mailto:parker@bensonmarketing.com) to schedule an interview.

---

### Simplifying the Complexity of Wine Sourcing

Source: https://thebrandleader.com/simplifying-the-complexity-of-wine-sourcing/

Many wine consumers have a romantic notion that any given bottle of wine comes from a winery with vines growing on-site and all operations happening in one place. While there are plenty of estate-produced wines, that isn’t always the case. In fact, a good majority of wines are sourced from other growers.  

Sourcing is a way for wineries to meet customer demand. Whether they simply don’t grow enough grapes themselves or want flexibility with the wines they offer and produce, sourcing allows winemakers to stay creative and give people what they want. It allows them to stay consistent each year and produce better wine than they would be able to otherwise. 

Take Sharon Fenchak, VP Winemaker at Biltmore Winery in Asheville, North Carolina. With conditions in North Carolina being less predictable for grape growing, she augments her supply by sourcing grapes and juice from the west coast. The Biltmore Estate sees hundreds of thousands of visitors a year, making Biltmore Winery one of the most visited in the country. It’s necessary for them to source grapes to produce the more than 45 SKUs they serve on site. 

Even wineries on the west coast find themselves sourcing grapes. Two winemakers for WX Brands, Rob Takigawa, winemaker for Baileyana Winery, and Kip Lorenzetti winemaker for Chronic Cellars, use growing partners to keep their wines consistent and high quality. Rob Takigawa’s portfolio focuses on the Edna Valley AVA and started with the Paragon Vineyard under the Niven family. Expansion of the brand under WX ownership has allowed him to look to other growers and sources for more variety and complexity. What is your brand saying about your process and sourcing. We help give [meaning to your wine brand through messaging](https://thebrandleader.com/wine-spirits-agency/), positioning, and performance marketing.

Kip Lorenzetti focuses on red wine blends with grapes from the Paso Robles AVA. The brand’s flagship wine, Sofa King Bueno, contains varying amounts of syrah, petite syrah, mourvedre and grenache which must be sourced to keep quality high. Each vintage is different which allows him to keep a consistent representation of the region while staying creative.  

---

### Discovering California&#8217;s Central Coast

Source: https://thebrandleader.com/discovering-californias-central-coast/

California’s Central Coast is garnering an increasing share of the spotlight, and deservedly so.

In 2022, the San Luis Obispo Coast AVA was recognized, joining previously recognized areas like Paso Robles, Santa Lucia Highlands and Arroyo Seco. This addition is a new chapter in the region’s evolution as one of California’s top wine producing regions, and good reason to discover, or rediscover, California’s Central Coast.

Beyond the wine, the Central Coast also has people’s attention as home to fantastic aquatic activities, hiking trails, and relaxing spas. Located half-way between Los Angeles and San Francisco, the region has an incredible amount to offer and can be more approachable than some wine regions to the north. Featuring unique takes on Bordeaux and Rhone blends, Central Coast wineries have something to whet everyone’s palate.

#### Here’s a look at a few key wineries and their wines:

[Hahn Family Wines](https://www.hahnwines.com/) has tasting rooms in the towns of Carmel-by-the-Sea and Soledad. Pioneers in the Santa Lucia Highlands (SLH), Nicolaus (Nicky) Hahn first purchased land in the 1970s and was keen to see its potential as a renowned wine region. He led efforts to officially establish Santa Lucia Highlands as an official AVA. Today, Hahn Family Wines owns one of the largest shares of planted vines in the SLH, farming 650 acres (10% of SLH). They remain an independent, family-owned, and operated wine company focused on growing and producing luxury and ultra-premium wines from certified sustainable estate vineyards. Their wines include:

**Hahn SLH Pinot Noir Santa Lucia Highlands** – SRP $35 – Hahn Family Wines was one of the first wineries in the region to have all its estate vineyards certified under the rigorous Sustainability in Practice (SIP) Program. The vineyards used for sourcing the Pinot Noir grapes for this wine experience a long and dry growing season that results in wines with remarkable depth, complexity and ripe fruit flavors.

### **San Luis Obispo Coast AVA Vineyard**

**Hahn Appellation Series Chardonnay, Arroyo Seco** – SRP $20 – Located south of the Santa Lucia Highlands, Arroyo Seco is one of the smallest AVAs in California, boasting one of the longest growing seasons in the state due to cool winds that blow in daily from Monterey Bay. As a result, this Chardonnay is vibrant on the palate, with flavors of pineapple, lemon, apricot and gentle notes of honey, followed by nuanced toasty spice on the finish. Hahn Appellation Series includes Pinot Noir, Chardonnay, and Grenache Syrah Mourvédre (GSM) priced $20-25/750ml.

[Smith & Hook Proprietary Red Blend, Central Coast](https://www.smithandhook.com/wine/proprietary-red-blend-central-coast/) – SRP $25 – The Smith & Hook story begins 40 years ago in the hills of Monterey County where the Hahn family founded Smith & Hook, launching a decades-long exploration of Central Coast winemaking. Today Winemaker Megan McCollough produces excellent Cabernet Sauvignon wines, priced $25-45, as well as this classic Bordeaux blend of primarily Merlot, Petite Sirah, Malbec & Cabernet Sauvignon. The fruit is sourced from three prestigious appellations of the Central Coast: Arroyo Seco, Santa Lucia Highlands and San Antonio Valley. This expressive blend features vibrant aromas of cranberry, dark cherry and plum, underscored by notes of mushroom and subtle hints of lavender.

[Chronic Cellars](https://www.chroniccellars.com/) in Paso Robles is fully committed to making seriously good wine for people looking for a little dose of adventure. Their disruptive style is matched only by the killer quality of their wines, made with character to match the clever and playful labels.

[Chronic Cellars Sir Real Cabernet Sauvignon](https://shop.chroniccellars.com/product/2020-SIR-REAL) – SRP $17 – Noble to the core and made with character in Paso Robles, Sir Real delivers striking but approachable layers of dark fruit, currants and dried cherry with cedar and tobacco flavors.

[Chronic Cellars Purple Paradise](https://shop.chroniccellars.com/product/2020-PURPLE-PARADISE?productListName=Wines&position=9) – SRP $17 – Catch a lucky break with Purple Paradise. This Zinfandel-dominated blend rolls out blackberry fruit, cherry cola and touches of mocha and lavender. The alluring balanced acidity and mild tannins float towards a blissful finish as an ode to the perfect landscape where it originates.

#### **Morro Bay, California**

[Baileyana Winery](https://www.baileyana.com/) in San Luis Obispo (SLO) has numerous accolades from *Wine Enthusiast *and* Wine Spectator* and is in SLO’s historic Independence Schoolhouse, built in 1909. The winery has award-winning wines that hail from lush vineyard vines set against the backdrop of the gorgeous Santa Lucia mountains in the Edna Valley. They also produce wines under the True Myth label from Paso Robles.

[Baileyana Firepeak Chardonnay, Edna Valley](https://www.baileyana.com/wines/baileyana-firepeak-chardonnay/#:~:text=Tasting%20Notes-,A%20bright%20but%20complex%20Chardonnay%2C%20this%20wine%20has%20upfront%20favors,and%20a%20nice%20creamy%20finish.) – SRP $28 – A chardonnay as bright and complex as the central coast with upfront flavors of crisp pear, lemon zest, pineapple and a hint of vanilla. This wine has a smooth and relaxed finish.

[True Myth Cabernet Sauvignon](https://truemythwinery.com/wines/true-myth-cabernet-sauvignon/) – SRP $24 – Coming from hand-selected vineyard sites, this wine showcases the power and lushness of Cabernet Sauvignon from Paso Robles. Sourced from old vines, which bring the bold, powerful and opulent notes of black cherry, cassis and pepper associated with high-quality Cab. Rich yet smooth, this wine is very approachable now, and will continue to mature for years to come.

[Riboli Family Wines](http://www.riboliwines.com/) was one of the first wineries to come out of Los Angeles (they still have a winery there along with a restaurant). The brand has recently expanded to Paso Robles and the central coast. It has been family owned since 1917. [San Antonio Winery](https://sanantoniowinery.com/), the Los Angeles property, was opened by Anthony Riboli (4th generation winemaker’s) great great uncle, Santo Cambianica who came to the US from Lombardia, Italy. Anthony’s grandfather, Stefano Riboli, joined the family business and expanded it with his wife, Maddelena who is turning 100 this year. The third- and fourth generations of Ribolis consider themselves stewards of the 1,400 acres of estate vineyard now under their care. Since 2019, REG has maintained sustainability certifications from the [California Sustainable Winegrowing Alliance](https://www.sustainablewinegrowing.org/) for all of its estate vineyards, as well as the Paso Robles winery facility – something fewer than 5% of all California wineries can claim.

[Maddalena Rosé](https://sanantoniowinery.com/product/maddalena-rose-paso-robles/) – SRP $15 – Named after the matriarch and founder of Riboli Family Wines, this sustainably produced Rosé is a bright, luscious wine with ripe red plum and raspberry flavors.

[San Simeon Sauvignon Blanc](https://sanantoniowinery.com/product/san-simeon-sauvignon-blanc-paso-robles/?utm_source=sansimeonwines.com&utm_medium=referral&utm_campaign=interbrand+web+traffic) – SRP $19 – Located near the coastal town of San Simeon, the estate vineyards are located within the El Pomar district of the renowned Paso Robles appellation. Small lots are picked and fermented individually with minimal intervention to allow the true expression of the soil and climate. This is a bright, refreshing wine with intense flavors of citrus and pear. The nose reveals bright aromas of white peach and lime zest. Mineral notes express the rocky terroir of the vineyard.

[San Simeon Stormwatch](https://sanantoniowinery.com/product/san-simeon-stormwatch-paso-robles/) – SRP $70 –  Steep hillsides and rocky soils produce the intense flavors and aromas of this Bordeaux-style blend (Cabernet Sauvignon, Malbec, Petit Verdot, Merlot, and Cabernet Franc). The wine is dark, rich, and mouth-filling complete with ripe flavors of blackberry and raspberry with touches of spice and vanilla.

Let us know if we can help you discover California’s Central Coast. Contact Thea at [thea@thebrandleader.com](mailto:thea@thebrandleader.com) to learn more.

---

### Where the Wild (Consumers) Are

Source: https://thebrandleader.com/where-the-wild-consumers-are/

Let’s talk about aligning marketing functions to meet your brand goals.

Agencies like ours tend to couch our language in terms of marketing functions such as PR, social media, digital advertising, and the like.

There are good reasons for this. People have specialized expertise. Organizational charts reflect that expertise. And budgets are often carved out by function.

Prospective clients often take the same function-first approach, e.g., *We need an influencer program,* or *we need more press coverage *when what their goals require is a combination of marketing functions.

This isn’t a criticism, but a result of the increasingly complex world of marketing communications, the tools available, and the means of measuring results.

But before we get there, first a little math (sorry).

#### **The Calculus of Brand Awareness**

If your goals include raising consumer awareness of your brand, you need to get the right message to the right audience with enough frequency to create interest and desire. To create memory. Simply put, message x frequency = impressions. And the more, and more effective, impressions lead to higher brand awareness.

#### **Applying Theory to Reality**

Think about how you, as a consumer, remember brands. It’s a recommendation from a friend. You read a blog post, news story, email, or social post. You watched a compelling video. That is, you probably received brand messages through multiple media sources in different formats.

Now, apply that to your brand. How do you communicate all that is wild and wonderful about your brand in this highly fragmented marketplace? It’s not an easy task.

But here’s a tip: strip away the language of marketing functions and focus on the math of brand awareness.

Focus on impressions — the number of times a consumer sees your brand message. Message x frequency = impressions. Impressions most likely lead to heightened awareness, as previously mentioned. But!

#### **Not All Impressions are Created Equal**

If you frame brand marketing in terms of impressions, you will start asking some interesting questions:

- Which impressions are more or less “sticky” (creating a memory, a click, or are just fleeting?)

- Why are my Facebook Reels generating so many more impressions than my Instagram Stories?

- Does the benefit of reaching an influencer’s audience outweigh their fees and your staff’s time, which could instead be channeled into low-cost ads?

- What impression platforms tend to drive higher page views/session?

- How can impressions create different calls to action?

With this commonsense approach – how to drive the right impressions to the right audience at the right time through different media channels – we can address some of the key challenges in wine and spirits marketing.

#### **Feeling Lost? Start with Location**

Geo-targeted campaigns are increasingly effective for our clients, nearly regardless of budget.

Here are the key steps:

- Choose Focus Markets: Identify 3-5 cities/markets that are most important to your brand.

- Social Media Advertising: Concentrate brand awareness ads, and retail-driving ads, in your focus markets (more on this below) for a test phase, then a roll-out phase.

- Public Relations: Concentrate earned media coverage in those focus markets.

- Events/In-market Activations: Tastings, restaurant tie-ins, mixology events, and other promotions can be concentrated in your focus markets.

#### **Retail-Driving Advertising**

Retail-driving ads are simply Facebook/Instagram ads that include a discrete mention of 2-3 unaffiliated retail licensees where the brand is available, and target consumers interested in your category that reside a few miles from the mentioned licensees. Yes, this is legal in most states – and yes, you need to check first – as long you follow some basic rules. (Pro Tip: The [TTB](https://www.ttb.gov/) will review your ads for compliance, at no charge, if you email them at market.compliance@ttb.gov.)

Why do these retail-driving ads work? They tend to address several challenges at once:

- Reach consumers already interested in your category (e.g., whiskey, red wine, etc.)

- Reach consumers who may already shop at the retailers mentioned

- Demonstrates support for retail partners by driving local traffic to their stores

- Provides wholesalers with sales tools (media plans) that demonstrate brand support.

While certainly not “invented here,” we have had success with this integrated approach. Can we tell if ConsumerA saw a Facebook ad and purchased that brand at a retailer? No. But we have seen retailers add SKUs and local wholesale teams get excited about selling our [client’s](https://bensonmarketing.com/clients/) brands. The alternatives can be more costly and less targeted.

#### **Everyone Wins**

What do the most successful wine and spirits brands have in common? Everyone in the value chain benefits from them.

Wholesalers want an “easy selling” brand with a campaign that drives buzz. Retailers need store traffic and a differentiated offer, especially from the big box stores and grocery chains. Wine and spirits brands need awareness, ACV, depletions, and advocates. Finally, regulators need compliance; there is no “gray area.”

Combining geo-targeted PR, social media advertising, and other activations can help sales build distribution and pull-through. All the big players do this – with large budgets – but many smaller and medium-sized brands can benefit with this cost-effective, scalable approach.

PC: Mount Langi Ghiran, part of the [Rathbone Wine Group](https://bensonmarketing.com/rathbone-family-partners-with-benson/) portfolio.

---

### Celebrating Women&#8217;s History Month, All Year

Source: https://thebrandleader.com/celebrating-womens-history-month-all-year/

To cap off Women’s History Month 2022, Benson assembled leaders in the wine and spirits industry for a far-reaching conversation on March 24.

The press webinar included thought-leading panelists holding a variety of roles with wine and spirits brands, from California to South Africa, including vineyard management, winemaking, marketing, and distilling.

The webinar was part of our “BensonLive Presents,” a series of recorded discussions covering relevant topics, and available on our [YouTube](https://www.youtube.com/user/BensonMarketing) channel.

The March 2022 webinar was moderated by Benson’s Thea Schlendorf, and included an illustrious panel:

- Elunda Basson: [Steenberg Vineyards](https://www.steenbergfarm.com/), Cellarmaster & General Manager​, South Africa

- Susan Doyle: [Riboli Family Wines](https://riboliwines.com/), Vice President of Vineyards and Winemaking​, Central Coast California

- Lauren Patz: [Redwood Empire Whiskey](https://redwoodempirewhiskey.com/), Head Distiller, Sonoma County, California

- Kathleen Murphy: [Purple Brands](https://purplebrands.com/), Chief Marketing Officer, Sonoma County.

We are proud to work with each of these thought leaders and appreciate their time, insights, and recommendations!

But that’s not all!  For more inspiration, we’ve included backgrounds of other clients in our “Expert Sources” entry for March titled, “[Celebrate Women’s History Month by Spotlighting these Women in Wine](https://bensonmarketing.com/celebrate-womens-history-month-by-spotlighting-these-women-in-wine/).”

---

### Wine Business Top 50: Congratulations to the Innovators!

Source: https://thebrandleader.com/wine-business-top-50-congratulations-to-the-innovators/

We are proud of the work we do for each [client](https://bensonmarketing.com/clients/) and, this month, we highlight four dynamic clients named to Wine Business’ “Top 50 Largest Wineries” for 2022.

Each of them has pursued a distinctive path to success. But what they have in common – in addition to keeping us busy! – is their focus on innovation:

- **WX Brands**: A very successful portfolio of national brands includes fast-growing Bread & Butter, a multi-year IMPACT Hot Prospect awardee. B&B introduced line extensions — *up *rather than the more common practice of moving down the price scale — with new Napa Valley AVA wines and a Napa Valley tasting room to showcase them. Their “don’t overthink it” campaign is cutting through a lot of marketing noise. And that’s just one of their national brands. [https://www.wxbrands.com/](https://www.wxbrands.com/)

- **Hahn Family Wines**: To complement their high-end Pinot Noirs and Chardonnays from Santa Lucia Highlands, Hahn added a new Appellation Series from Arroyo Seco. After 40 years of winemaking, they continue to innovate — their Smith & Hook label of Central Coast and Paso reds and a new Sauvignon Blanc is gaining traction in the market. [https://www.hahnwines.com/](https://www.hahnwines.com/)

- **Purple Brands**: Raeburn Winery Chardonnay is a national phenomenon. It’s another win in owner Derek Benham’s history of successes. Within Purple’s spirits group, Redwood Empire Whiskey is defining “California whiskey,” launched two bottled-in-bond expressions last fall, and holds the largest inventory of ageing whiskeys in the state. [https://purplebrands.com/](https://purplebrands.com/)

- **Riboli Family Wines**: In just a few months, the Riboli family has deepened its senior leadership team, purchased Jada Vineyards & Winery and two vineyards in Paso Robles supplying their Paso Robles and Monterey-based brands. But we’re burying the lead: their Stellar Rosa brand is now #1 in retail value for wines priced above $10, according to IMPACT, with a No-Alc line introduced in January. [https://riboliwines.com/](https://riboliwines.com/)

---

### Leaders in Their Field: Spotlighting Notable Stories

Source: https://thebrandleader.com/leaders-in-their-field-spotlighting-notable-stories/

In this installment we highlight a few of our clients who are leading the way in their areas of the wine and spirits industry. Deserving of the spotlight, these champions are leaders in their respective regions and categories, for their innovative methods, and for their long history in excelling at what they do. Let’s raise a glass to these inspiring stories!

#### Barton & Guestier – *A fixture in French winemaking for three centuries*

Leaders not only in Bordeaux, but across France, the Barton & Guestier name is known to millions worldwide. With almost three centuries of experience in winemaking, it is the oldest winehouse of Bordeaux and producer of the first French wines that reached American soil. The brand’s comprehensive portfolio includes a variety of wines from the main French winegrowing regions of Bordeaux, the Loire Valley, Burgundy, Beaujolais, the Rhone Valley, Languedoc, Gascony, and Corsica. Thomas Barton left his native Ireland and emigrated to Bordeaux when he was 30 years old and founded his shipping company in 1725. In 1802, his grandson, Hugh Barton, teamed up with his friend Daniel Guestier, a French shipowner, and Barton & Guestier was born. American president Thomas Jefferson was one of the customers of the company.

Today, the B&G winemaking team works hand in hand with almost 200 wine grower partners to produce the most authentic wines. This close collaboration allows the growers to take advantage of the team’s expertise while nurturing mutual respect and a partnership mentality. Laurent Prada, Chief Winemaker, notes that it is “this strong relationship with our partners [that] greatly helps us create a range of true-to-type French wines which also offer the “cachet” of appealing to the US palate.

Taste this history through the Barton & Guestier **[AOC Bordeaux Rouge Cuvee Rambaud](https://www.barton-guestier.com/AOC-Wines-B-G.php#bordeaux-rouge)** and **[AOC Bordeaux Blanc Petite Nancy](https://www.barton-guestier.com/AOC-Wines-B-G.php#bordeaux-blanc)**, SRP $14.99 for each.

**[Hear Laurent Prada talk](https://www.dropbox.com/s/im0s1p8kvd3ppys/B%26G_Bistro_SauvignonBlanc_LaurentPrada.MOV?dl=0)** about another B&G wine, the Bistro Sauvignon Blanc.

#### Biltmore Winery – *Pioneering North Carolina winemaking and across America*

Biltmore Winery is located in the Blue Ridge Mountains of Asheville, N.C. on the grounds of an 8,000-acre estate owned by the descendants of Biltmore’s original founder, George W. Vanderbilt. The ~50 acres of vineyards sit at an altitude between 2,100 and 2,500 feet and are planted to grapes that have proven to do well in the state’s sometimes unpredictable climate. These are Chardonnay, Cabernet Franc, Cabernet Sauvignon and some Viognier and Petit Manseng.

Biltmore Winery opened in 1985 and Current Vice President and Head Winemaker Sharon Fenchak joined the Biltmore Wine team in 1999. Today she leads this storied portfolio into the future, maintaining strong partnerships with growers around the U.S. Recognizing that North Carolina is best suited to certain styles, Biltmore has established relationships with growers in other areas of the country to be able to offer a wider selection of the finest varietals and vintages. Regardless of where the grapes are grown, Sharon oversees every step of the winemaking process. In some cases. these wines bear the American Appellation, indicating that the fruit is grown on the west coast but the wine is finished and bottled at Biltmore Winery in Asheville, North Carolina.

Taste Biltmore’s expertise in North Carolina through the **[Biltmore Reserve Rosé](https://www.biltmoreshop.com/wine/rose-wines/biltmore-reserve-rose-north-carolina-2019.html)**, SRP $25

**[Here more from Sharon](https://www.youtube.com/watch?v=km5_cK5f2NU&t=2489s) **about Biltmore Winery and their sourcing program.

#### Graham Beck – *Cap Classique Champions*

Graham Beck is THE leader in Cap Classique wines in the United States, representing 95% of the category. This iconic brand of bottle fermented sparkling wines from South Africa is lauded among the world’s best values. It has been affectionately dubbed the “President’s Choice” — the Brut Non-Vintage was served at Nelson Mandela’s inauguration in 1994 as well as President Barack Obama’s election night victory party in Chicago in 2008. The internal slogan, “the Graham Beck Way” refers not only to a meticulous attention to the details of grape growing and winemaking, but also to the value it places in putting people and the planet first.

This year marks the 50th anniversary of these beautiful wines, first produced in South Africa in 1971. Graham Beck has been on the forefront of Cap Classique production, leading a pioneering journey to innovate and constantly elevate the craft, consistently producing bottle fermented sparkling wines which rank among the best in the world. Join Cellarmaster Pieter Ferreira and Winemaker Pierre de Klerk as they celebrate 50 golden years of Cap Classique on August 31, 2021 with conversation and tasting. (Watch the [YouTube recording of this tasting](https://www.youtube.com/user/BensonMarketing).)

Taste “the Graham Beck Way” through the **[Blanc de Blancs 2015](https://grahambeckusa.com/product/blanc-de-blancs/)**, SRP $30

**[Listen to Pieter Ferreira](https://www.youtube.com/watch?v=z4R-aQNZAKA&t=534s) **give a master class on Graham Beck.

#### Hahn Family Wines — *Defining the SLH for 40 years*

A quarter century ago, Nicky Hahn had the foresight to rally his neighbors and spearhead the process of creating a defined appellation that could gain recognition from wine lovers and wine professionals alike. In 1991, Santa Lucia Highlands was granted AVA status. Today, Hahn Family Wines vineyards equal more than 650 acres in the SLH, one of the largest shares of planted vines in the region. Hahn Family Wines’ SLH vineyards — Lone Oak, Smith, Doctor’s, and Hook — are planted on a narrow bench at elevations ranging from 200 to 1,200 feet above sea level. Plentiful sun and well-drained soils along with a long and dry growing season result in wines with remarkable depth, complexity and lush fruit flavors.

For Hahn Family Wines, sustainability isn’t a trend or a passing fad. It’s a way of life. Everyone at Hahn Family Wines is committed to the idea that quality winemaking and sustainability go hand-on-hand. In 2008, Hahn Family Wines was one of the first wineries in the area to become certified sustainable under the Sustainability in Practice (or SIP) certification program. SIP’s pilot program required a rigorous three-year process that evaluated sustainability beyond the vineyards. It also ensures certified wineries care for their employees and community by holistically gauging three factors: Environmental Health, Social Equality and Economic Viability. Today, Hahn Estate operates as a 100% solar-powered winery.

Taste Hahn’s leadership in the Santa Lucia Highlands through their coveted **Lucienne**, small lot, single vineyard expressions of Chardonnay (SRP $40) and Pinot Noir (SRP $50)

#### Steenberg Vineyards – *History of strong, female leadership in Constantia*

Recognized as the oldest registered farm in South Africa, and situated in the historic Constantia Valley, Steenberg Vineyards produces some of the best Sauvignon Blanc wines in the country. It is also one of the top South African wine tourism destinations. The Steenberg story starts with its founder, Catharina Ras, who is among the most remarkable figures ever to settle in the western cape. Her personal history includes 5 husbands, most of whom met unfortunate ends; one was trampled by an elephant, one was mauled by a lion, and so forth. Despite these seemingly insurmountable challenges, this brave young woman persevered and became a landowner, receiving the title deed to the farm in 1682 and turning it into a thriving venture.

This history of strong female leadership at Steenberg continues under Cellarmaster Elunda Basson. She joined the team in June 2019 at the pinnacle of a long career, which includes crafting both still and sparkling wines. To complete the triumvirate, both the General Manager and Executive Chef are also women! Tying each woman’s contributions into one experience, Tryn, Steenberg’s signature restaurant brings Catharina’s narrative into the dining experience connecting the founder’s free spirit with fabulous food by Chef Kerry Kilpin, as well as GM Catherine Shulze’s design and management touches and, of course, Elunda Basson’s wines.

Taste Steenberg’s innovation through the **[Sparkling Sauvignon Blanc](https://www.vivino.com/steenberg-sparkling-sauvignon-blanc/w/1847636?ref=nav-search)**, a bottle fermented version of this classic variety, SRP $18.

Learn more about the property today and **[hear Elunda](https://www.youtube.com/watch?v=-Kz9ZfHY4xg)** talk about the Sparkling Sauvignon Blanc here.

#### St. George Spirits – *Independent in spirit and in fact*

St. George Spirits is a true American original, defining and propelling the art of distillation in the U.S. for the last 40 years. Today, the extensive St. George Spirits portfolio of gins, vodkas, whiskeys, liqueurs, brandies and eaux de vie stands apart for not only its excellence in every category but also its expression of creativity and an uncompromising point of view. The exacting standards and commitment to raw, fresh ingredients established by founder Jörg Rupf in 1982 form the foundations by which the distillery still operates. St. George’s family of spirits has grown over the decades, and the American craft distillation movement has grown with it. The more that the landscape has changed, the more important St. George’s philosophy has become: make amazing spirits, unlike anything else available on the market, with innovation, quality, and integrity.

Passionate about the art of distillation, master distiller Lance Winters and head distiller Dave Smith are dedicated to making the absolute best spirits they can through a process of experimentation, exploration, and discovery. Some experiments become part of the esteemed St. George Spirits portfolio, some find their way onto the shelves of St. George laboratory to inspire the next extraordinary expression, but through it all, Lance and Dave create spirits that are truly unique, unlike anything you will find on the market. “We think of distillation as a conversation. Those before us had something to say, and we want to add something to that conversation, never replicating, always innovating,” says Lance.

Discover St. George’s uncompromising standards in their flagship **[St. George Pear Brandy](https://www.stgeorgespirits.com/spirits/st-george-fruit-brandies/)** (SRP $40) and[ St. George Spiced Pear Liqueur](https://www.stgeorgespirits.com/spirits/st-george-fruit-liqueurs/) (SRP $35)

Taste their innovation in **[Baller Single Malt Whiskey](https://www.stgeorgespirits.com/spirits/baller-whiskey/)** (SRP $50)

**[Hear more from the distilling team here.](https://vimeo.com/user125407083/review/469871108/63870ca299)**

---

### Celebrating the Women Behind Wine

Source: https://thebrandleader.com/celebrating-the-women-behind-wine/

With each glass selected, we have the opportunity to champion women and the other underrepresented winemakers in our communities.

To celebrate Women’s History Month, today we spotlighted four spirited women from coveted regions across the U.S. as well as South Africa in a virtual tasting for press. (For some additional background, these stories in [Uproxx](https://uproxx.com/life/womens-day-winemakers-wine-drinks/) and [News-Press](https://www.news-press.com/story/life/food/2021/03/31/support-woman-wineries-five-women-whove-re-shaped-wine-world/6995210002/?fbclid=IwAR3RDcLPElyrBEdqjkLNVztVN3iytd4No4Bg5iOlzHfRBkVjYOFPzN_rvN8) feature women in wine including our clients described below.)

**Sharon Fenchak**, Winemaker for Biltmore Wines

Sharon joined the team at Biltmore Wines (you'll recognize that name from the Biltmore Estate in Asheville, NC) in 1999 and is Head Winemaker as of 2018. She oversees wine production not only from Biltmore's estate vineyards in North Carolina, but also with fruit sourced from key growers and partners in prime wine appellations on the west coast as well. In this way, she is crafting a storied wine portfolio for Biltmore to continue the legacy of hospitality set by George Vanderbilt himself. Share in some of this storied Vanderbilt hospitality by enjoying a Biltmore wine with your friends and family! Two wines to try:

[Biltmore Reserve Chardonnay North Carolina 2018](https://www.biltmoreshop.com/catalog/product/view/id/71/s/biltmore-reg-reserve-chardonnay-north-carolina-2018/), SRP $24

[Biltmore Estate American Cabernet Sauvignon 2019](https://www.biltmoreshop.com/catalog/product/view/id/306/s/biltmore-estate-reg-cabernet-sauvignon/), SRP $22

**Megan McCollough, Winemaker for Smith & Hook, of Hahn Family Wines**

Megan McCollough, Winemaker for Smith & Hook, leads Hahn Family Wines Central Coast red wines that pay homage to the Hahn family's first Monterey County properties, known today as the Smith Vineyard and Hook Vineyard. With nearly a decade of winemaking experiences under her belt, McCollough is setting an example for other young women winemakers in California. Try some of her latest reds:

[Smith & Hook Cabernet Sauvignon 2018](https://smithandhook.com/wine/smith-hook-cabernet-sauvignon/), SRP $25

[Smith & Hook Proprietary Red Blend 2017](https://smithandhook.com/wine/smith-hook-proprietary-red-blend/), SRP $25

[Smith & Hook Reserve Cabernet Sauvignon 2018](https://smithandhook.com/our-wines/), SRP $45

**Linda Trotta, North Coast Winemaker, WX Brands**

Linda Trotta – With 30+ years in the industry, Linda has worked harvests around the world including Italy, South Africa and Chile. One thing she is most proud of in her career is that in her leadership role(s), she mentored and developed talent who have gone on to make their own marks of excellence in winemaking and viticulture. In her role with WX Brands, she she has received numerous accolades for her wines, including a Wine Spectator Top 100 selection for her 2018 Reata Sonoma Coast Chardonnay. We recommend:

Reata Sonoma County Chardonnay and Three County Pinot Noir ($25)

Silver Spur Lake County Sauvignon Blanc 2019 ($18)

Silver Spur Napa Valley Cabernet Sauvignon 2017 ($28)

**Elunda Basson, Winemaker for Steenberg Vineyards**

Steenberg Cellarmaster Elunda Basson is an accomplished winemaker and respected specialist of her craft. She joined South Africa's Steenberg Vineyards in June 2019 at the pinnacle of an illustrious career spanning more than two decades making still and sparkling wines for leaders in the industry. Located in South Africa's storied Constantia wine region, Steenberg Vineyards can also boast of being the oldest registered farm in the country, dating to 1682. Today the property thrives under Elunda’s expertise, producing some of the best Sauvignon Blanc wines in the country. Steenberg's distinctive terroir results in wines exhibiting freshness, elegance and finesse. Alongside Sauvignon Blanc, the vineyards are home to Bordeaux varietals and one of the few investments in Nebbiolo in the Cape area.

Check out this truly unique take on Sauvignon Blanc — traditional method sparkling twist on everyone's favorite varietal!

[NV Sparkling Sauvignon Blanc](https://s3.amazonaws.com/media.sevenfifty.com/marketing_materials/original/9847/Steenberg_Sparkling_Sauvignon_Blanc.pdf?1573054965) ($18)

Contact Alex Parker, parker@bensonmarketing.com, to connect with these women and their wines.

Among many other outlets, FirstLeaf (not a client of Benson) featured a blog post in March on [women re-imagining the industry](https://www.firstleaf.club/wine-school/article/women-winemakers).

---

### The Modern Wine Rack

Source: https://thebrandleader.com/the-modern-wine-rack/

We've assembled our criteria for each coveted spot in a six-bottle wine rack. So here's our take on the modern wine rack.

**Sparkling Wines Shared at Other Iconic Celebrations**
Save a space for some bubbly, because there will always be something to celebrate – even during Shelter in Place.

**Hospitality Wine**
Another space in this rack needs to be home to your house wine. You never know when you might be having someone to dinner, or even when that next virtual happy hour is.

**It's Always Rosé Season**
No longer a fleeting style only seen and enjoyed during a few months of the year, Rosé wine should now command a permanent space in your collection. We recommend an easy-going and approachable Rosé.

**Put Your Money Where Your Values Are**
What really resonates with you about a wine is its story, not just its age ability. When looking at what to buy, we recommend stocking up on wines that are giving back to their communities or are produced in a way that aligns with your own values. There are also ways to support the #BLM movement by stocking up on wines from black owned wineries or winemakers.

**Travel Through the Power of Your Glass**
Everyone needs an escape now and then and if we can't do it physically, do it through a wine glass. Stock up on wines from a place you've been to and truly love, or even some place you haven't been, but have always wanted to explore.

**Whatever Wine You Are Curious to Learn More About**
There's always something new to learn about wine, but you can also always go more in depth with the familiar. So, keep a slot in your wine rack dedicated to wines that represent something you want to learn more about.

Let us know if you need help finding a wine in these categories. Our clients have an array of wines that are sure to hit the spot!

---

### 5 Fun Facts About Wine Direct Shipping

Source: https://thebrandleader.com/5-fun-facts-about-wine-direct-shipping/

Here are five fun facts about winery DTC shipments, and some resources for stories on wine direct shipping.

#### **Wineries Everywhere!**

Over the past three decades, the number of U.S. wineries has increased five fold to more than 10,000. There's one in every U.S. state!

#### **What drives the DTC Issue?**

Consumer choice. America's wineries produce more than 100,000 new labels each vintage, more than any wholesaler or retailer could stock. It's all about consumer choice, not, as many believe, the rise of e-commerce although that has certainly contributed.

#### **Why do so few states allow for *retailer* DTC Shipments?**

Over the years, wineries cooperated and supported a common model direct shipment bill. Additionally, many powerful local retailers oppose DTC shipping. [Read our blog post](https://freethegrapes.org/why-is-retailer-dtc-shipping-so-restricted/)

#### **What is a Capacity Cap?**

Some states have implemented arbitrary rules banning shipments from wine companies producing, in aggregate, more than 250k gallons, about 106k cases, each vintage. This reduces consumer choice since more than 90% of U.S. total wine production is from wineries and companies producing in excess of the capacity cap. As of September 2020, two states continue the ban (NJ, OH), while others have repealed them (MA, OH).

#### **How Many Legal States are There?**

Free the Grapes! has worked with industry lobbyists, regional associations, and the Coalition for Free Trade's legal team to streamline onerous regulations and to increase the number of legal states from 17 to 45 as of September 2020. Kentucky is expected to be number 46 by year end. (CFT retired in 2014 after achieving its goals. And that’s a fun fact: how many wine industry associations have shut down upon success?).

#### **What Does Free the Grapes! Do, Anyway?**

Free the Grapes! is a client of Benson Marketing Group, hired by the industry way back in 1998 to run this campaign. The coalition advocates for augmenting, not replacing, the three-tier system with limited, regulated direct-to-consumer shipments.

Free the Grapes! focuses on two strategies:

First, the coalition engages consumers to actively advocate for DTC bills that support wineries, consumer choice and meet the needs of state regulators and tax collectors. Second, Free the Grapes! keeps the issue alive in the media, especially in states with pending legislation.

Free the Grapes! was founded by five wine industry associations which together represent thousands of U.S wineries. A 501c(6) non-profit California trade association, Free the Grapes operations are funded exclusively by contributions from wineries and net income from the [Direct to Consumer Wine Symposium](https://dtcwinesymposium.com/), an annual conference.

**Expert Sources and Resources**

- Executive Director: Jeremy Benson, [fedup@freethegrapes.org](mailto:fedup@freethegrapes.org), 917.633.6002 ext 2

- Stay Updated: [Subscribe to FTG's periodic newsletter](https://freethegrapes.org/take-action/for-trade-professionals/#wpforms-58).

- Curious About State Laws? The [Wine Institute](https://wineinstitute.org/our-work/compliance/dtc/) has a very useful website for winery licensee shipping.

- [Issue Summary](https://freethegrapes.org/issue-summary/)

---

### Wine Critics &amp; Scoring – How Should They Fit Into Your Strategy?

Source: https://thebrandleader.com/wine-critics-scoring-what-should-your-strategy-be/

The idea of giving a review of something, especially wine, as a way of guiding choice or purchase is timeless. However, what voices carry weight and for which audiences has changed significantly over time.

Our modern-day conception of wine critiquing and scoring in the United States can be traced back to approximately the 1970s. Robert Parker, in his direct-mailer newsletter, which became known as [The Wine Advocate](https://www.robertparker.com/), introduced the [100-point system](https://www.independent.co.uk/life-style/food-and-drink/features/my-round-robert-parker-revolutionised-wine-tasting-with-his-100point-system-says-richard-ehrlich-6103045.html), much like the American grading system. With this new marketing tool, he made it easier for consumers and retailers to make purchasing decisions without being able to try the wine before purchase. Since then, many wine publications have followed this scoring system.

The system's impact on the wine industry goes well beyond what Parker perhaps initially intended. For many wine brands, garnering good scores became a crucial marketing tool for many years. Today, these still hold importance, but perhaps more so with trade partners than consumers. [Where consumers look for recommendations](https://www.sunset.com/food-wine/wine-pairings/wine-industry-gen-z-millennials) on what to buy has shifted, with peer or influencer recommendations often shaping their decisions more than traditional media or critics.

However, wine scores and reviews now have additional significance as being off-site citations, alongside offering trusted third-party credibility. So let’s take a look at how wine scores and reviews should fit into your marketing strategy.

## Consider Wine Scoring in Your Marketing Strategy

So, what does your brand need to know or think about when deciding to submit a wine for scoring? First, you need to determine the intended goal and audience you aim to reach. Next would be how you can leverage the score when generated. And finally, there is the process and logistics of submitting your wines. You’ll want to include your Sales, PR, and Marketing teams in these discussions so that all stakeholders have some awareness and say in the process.

## Who Do You Want To Reach?

From end consumers to buyers at the distribution and retail levels, each audience considers different sources of information or third-party credibility to make decisions.

If you are looking to bolster your distribution and sales to retailers, solid wine scores can be an important tool. High scores will help your sales teams garner attention for the wine. However, only a [small percentage of wines submitted are likely to garner a 90+ point score](https://winefolly.com/tips/wine-ratings-explained/). With this in mind, look at the scores that your brand’s competition has received to judge how your wine might fare with any given reviewer.

While high scores will also capture the attention of the end consumer, consider whether your consumer is likely to pay attention to a point score from a wine-focused publication. Or would they be more likely to be excited by a product recommendation from another publication or influencer? If so, a different strategy led by your [Social Media](https://thebrandleader.com/services/creative-and-content/) or [PR team](https://thebrandleader.com/services/retention-and-community/) might be a better bet here.

## How To Leverage Your Scores

Scores can be used in a variety of ways to help promote your wine. At retail, the most popular way would be to create items like a “[necker](https://firstinprint.com/printing/bottle-neckers/)” or “[shelf talker](https://beveragetradenetwork.com/en/btn-academy/business-tools/marketing-support-tools-60/shelf-talkers-62/shelf-talkers-16.htm),” promotional materials that feature information that entices shoppers to make a purchase. Before they get to a retailer, you’ll want to include them in any materials you are presenting to a wholesaler to gain distribution and sales into retail shops.

Updating all digital platforms with the score is another tactic. Examples include adding a badge on an e-commerce website, a post on social media, or text surrounding the product online. Just keep in mind that each publication has [rules around the use of their reviews](https://www.winespectator.com/articles/ratings-use) and logos. These digital reference points will help return your brand in a variety of searches, which can ultimately lead to sales.

In terms of PR, if the score is coming from a recognized wine and spirits publication, it will live on in their database of reviews. This increases the chance that the wine may then be used in editorial content, as writers and editors look to what their publication has reviewed to compile stories like [10 Best California Cabernet Sauvignons Under $50](https://vinepair.com/buy-this-booze/best-california-cabernet-sauvignon-under-50/).

Your [PR strategy](https://thebrandleader.com/why-pr-is-the-missing-link-in-most-digital-strategies/) might focus on other types of publications providing recommendations, depending on your audience. Some consumers may be more compelled by a recommendation from their favorite lifestyle magazine, precisely because it feels more approachable than a wine-focused publication. Regardless of the source, it is crucial for sales success to be able to include a link to purchase in the text of the article or review. A shop link through your website, an [affiliate link](https://thebrandleader.com/affiliate-marketing-for-wine-brands-key-insights-from-an-industry-leader/), a retail locator page, or a link to third-party fulfillment site will all assist with tracking conversions.

## How to Submit a Wine for Review and Scoring

##### How Wine Is Reviewed

Many wine scorings function as [blind tastings,](https://sanfranciscowineschool.com/blogs/blog/what-is-blind-wine-tasting) where wines are presented to the reviewer alongside others of the same varietal, region, and/or vintage without revealing the labels or providing details about the producers. This secrecy ensures impartiality from a reviewer who may be biased towards specific locations, prices, reputations, or other considerations. The critic will provide a written opinion along with a score based on their internal procedures and standard of rating, most commonly using the 100-point system or [20-point system](https://www.jancisrobinson.com/how-we-score).

##### The 100 Point System

This is the [most commonly used scale](https://www.winespectator.com/articles/scoring-scale), which is much like the American grading system. Think of scores from 95-100 as being akin to an A or A+, extraordinary. 90-94 is considered “outstanding to superior,” 85-89 is “good to very good”. These judgements also consider a wine’s price point, so a score of 89 for a lower-priced wine may be seen as quite good, though it may be disappointing to receive for a higher-priced wine. Most scores 85 or below are generally not published.

##### The 20 Point System

The 20-point scale, based on the French higher education standard, follows a more precise model. Instead of using ranges, it gives each score a meaning. The [Jancis Robinson](https://www.jancisrobinson.com/how-we-score) scale is as follows:

20 – Truly exceptional
19 – A humdinger
18 – A cut above superior
17 – Superior
16 – Distinguished
15 – Average, a perfectly nice drink with no faults but not much excitement
14 – Deadly dull
13 – Borderline faulty or unbalanced
12 – Faulty or unbalanced 

##### How Wine Is Submitted

Each publication or competition has its own process for wine submissions, depending on how it conducts its tastings. Navigating these procedures and timing takes a lot of attention to detail. There will be [submission forms](https://www.wineenthusiast.com/wp-content/uploads/2023/08/Submission-Form-2023.pdf) to complete, tasting calendars to reference for the timing of submissions, and, of course, shipping to the reviewer or main office of the publication to arrange. It is helpful to have a point person who can corral all of this information and keep tabs on everything. Developing a master list of what has been submitted and reviewed can help you ensure you are best positioned to get a review for a current vintage of an SKU in as timely a manner as possible. Keep in mind that it often takes several months for a review or score to be published.

## Communicating With Critics

Another part of your PR strategy to consider is developing relationships with key critics. Initiating a conversation with a well-known critic can be difficult. While you may find their email easily, the chances of getting a response are slim. It’s always beneficial to reach out to specialty reviewers, especially those who are also editors who focus on the region or varietal that most relates to your wines. Make an introduction or send an update on newsworthy stories to keep them interested in your brand, should they be working on a story with a regional focus. While they may not be able to taste your wine, they can cover it in other ways. Also, note that most reviewers taste blind, so this strategy will not affect the end score for your wine. That said, it may help garner an inclusion in an editorial if you can position yourself as a news or story source.

Want to learn more about how to leverage scores for your marketing? [Let’s connect](https://thebrandleader.com/contact/)!

**You Might Also Like:**

- [6 Wine Marketing Tactics That Actually Work](https://thebrandleader.com/6-wine-marketing-tactics-that-actually-work/)

- [How to Stay Ahead of the AI-Powered Search Revolution](https://thebrandleader.com/how-to-stay-ahead-of-the-ai-powered-search-revolution/)

- [Ambassadors vs. Influencers](https://thebrandleader.com/ambassadors-vs-influencers/)

---

### Spotify Wrapped started it all

Source: https://thebrandleader.com/spotifys-marketing-masterstroke/

Today, from coast to coast, there's a unique buzz in the air, and it's all thanks to [Spotify's Wrapped](https://www.spotify.com/us/wrapped/) feature. It's a day where millions are not just revisiting their musical past but are actively sharing this journey on social media. This isn't just user engagement; it's organic promotion at its most authentic and powerful.

**The Organic Promotion**
As I scroll through my feed, it's evident that Spotify's Wrapped has struck a chord nationwide. Everyone is talking about their personalized playlists today. It's not just engagement – it's a nationwide conversation starter, a shared experience that’s rare in the digital age. We even shared the office playlist's Wrapped internal today (and it's awesome).

[In the world of branding](https://thebrandleader.com/wp-content/uploads/Brand-Strategy.png), we often chase the elusive goal [of organic reach](https://thebrandleader.com/services/performance-and-growth/). Spotify nails this effortlessly. By giving users a reason to share – their unique musical journey – Spotify turns its user base into a massive, voluntary marketing force. It's word-of-mouth in the digital age, turbocharged.

**The Creator Archetype in Action
**This phenomenon underscores Spotify's role as a '[Creator](https://thebrandleader.com/brand-archetypes/creator/)' archetype in the world of brand archetypes. They’re not just playing music; they’re redefining how we interact with it. Each Wrapped playlist is a new narrative, a fresh way to engage with the soundtrack of our lives. Spotify isn't just in the business of streaming; it's in the business of continually reinventing musical experiences.

**The Taylor Swift Connection
**And let's not overlook the masterstroke of tying up with [Taylor Swift](https://thebrandleader.com/the-brand-genius-of-taylor-swift-strategic-launches-easter-eggs-and-calling-her-shots/) in 2023. In branding, we often speak of the power of strategic partnerships – and this is a textbook example. Aligning with an artist who's not just a musician but a cultural icon, Spotify amplifies its relevance and appeal. It's a boost that resonates across demographics, tying Swift’s universal appeal to Spotify’s innovative platform.

**More Than a Platform, A Cultural Connector
**What Spotify achieves with Wrapped goes beyond technology or business. It becomes a cultural connector, a part of our social fabric. In a world where digital experiences are often fleeting and forgettable, Spotify manages to create something enduring and emotionally resonant.

As we witness the nation light up with Spotify's Wrapped stories, it’s clear that this is a cultural phenomenon ([Apple](https://apple.com) has since chased a similar wrap-up as have other companies, like [Strava](https://strava.com)). It exemplifies the power of organic promotion and the impact of aligning with cultural titans like Taylor Swift. Spotify, through its creative and engaging approach, does more than play music; it weaves itself into the very tapestry of our lives, proving again why it’s a leader in the ever-evolving world of music and technology.

For the record, wondering what my Wrapped showed? Take a peak — and remember, I have 4 girls and wife who are all Swifties. 😉

Want to chat music, or better yet, how your [brand can create a culture-bending](https://thebrandleader.com/wp-content/uploads/Brand-Strategy.png), national phenomenon, [then reach out](https://thebrandleader.com/contact/), but bring your list, and we'll compare.

---

### The Brand Leader Makes Outside Magazine’s ‘Best Places to Work’ List for 3 Consecutive Years

Source: https://thebrandleader.com/the-brand-leader-makes-outside-magazines-best-places-to-work-list-for-3-consecutive-years/

Greenville, SC – November 16, 2023, [The Brand Leader](https://thebrandleader.com/), a renowned branding and creative integrated marketing agency, is again in the spotlight for its exceptional workplace culture. The agency has been honored with the prestigious "Best Places to Work" award by *Outside* magazine, securing the 33rd spot on the list. This marks the agency's seventh accolade in just three years, having been recognized previously by *Outside* in 2022 and 2021, *AdAge* in 2023, and the State of South Carolina the last three years for its commitment to creating a vibrant and nurturing work environment.

"**We perceive this recognition not as an endpoint but as a catalyst** [...] **Every accolade we receive is a nod to [our] hard work**."

"Receiving the **Best Places to Work** award from *Outside* magazine for the third year running is a testament to the ethos we've cultivated here at The Brand Leader," said Geoff Wasserman, Founder/CEO. "We perceive this recognition not as an endpoint but as a catalyst, inspiring us to persist in our pursuit of innovation and the enhancement of our work culture. Our dedication lies in transforming good companies into remarkable brands, and this journey begins with cultivating our own.”

In previous years, The Brand Leader made an impressive appearance since 2021 on the list, showcasing the agency's dedication to its employees and pursuit of excellence. "Every accolade we receive is a nod to the hard work and creativity that thrives within our walls," Duford added. "Our vision to transform companies into iconic brands is mirrored by our mission to create an unmatched workplace experience."

The Brand Leaders unlimited time-off policy, inclusive culture, friendly environment — where employees are motivated to bring their best selves to work — all contributed to the *Outside* recognition. Additionally, the agency benefits from offering family support for all paths to parenthood.

**About The Brand Leader**
Headquartered in Greenville, SC, The Brand Leader specializes in transforming companies, products, and ideas into iconic brands. The agency offers comprehensive services, ranging from brand strategy to digital marketing, from their offices in Greenville and New York.

###
Media Contact
Kelly Blake
kelly@thebrandleader.com

---

### Gifts for everyone on THE list

Source: https://thebrandleader.com/gifts-for-everyone-on-the-list/

As the holiday season approaches, finding the perfect gift can be a daunting task. Here are suggested must-have presents that will delight travel and outdoor enthusiasts, fitness fanatics, and adventure seekers of all ages. 

1. **Cyclist's Dream**: [Rudy Project's](https://www.rudyprojectna.com/) Kelion
Comfort, functionality and sustainable materials wrapped into a new sunglasses model, [Rudy Project’s](https://www.rudyprojectna.com/) sunglasses are designed for all cyclists who want the best protection and performance in eyewear. The [Kelion](https://www.rudyproject.com/ww/en/news/news/kelion.html) sunglasses are the premier sports performance shades with a groundbreaking eco-friendly design.

👉🏻 [Affiliate](https://www.rudyprojectna.com/pages/rudy-project-affiliate-network)

2.** Stocking Stuffers for the Handyman, Camper and the Kids**: [Princeton Tec's](https://princetontec.com/) SNAP & BOT
Renowned for its cutting-edge lighting solutions that are made in the US, the [Snap 450 RW](https://princetontec.com/) is a versatile lighting tool with a modular design including a magnetic head unit that can easily detach and reattach to its base, allowing users to switch between a headlamp, flashlight, bike light, and lantern modes. And the[BOT](https://princetontec.com/), an easy to use headlamp for kids camping in the great outdoors or the backyard, it’s fun and safe.

👉🏻 [Photos](https://drive.google.com/drive/folders/1B0iq1XR66Lo820S9TV88h6WXJg0tlL0x); [Amazon Affiliate](https://www.amazon.com/stores/page/34FDE193-3953-4F26-9D10-017BB1BC04B9?ingress=2&visitId=0535e8ae-e053-422a-b8f7-24fe6469a6f1&ref_=ast_bln)

3. **New Year's Resolution**: [Humango](https://humango.ai/)
Kick-start the healthy/active New Year's resolutions with Humango, a revolutionary fitness AI companion. Whether it's getting fit, staying healthy, or simply feeling better, this innovative gadget helps guide a step-by-step program, and it’s a gift that promotes well-being and lasting change.

4. **Pickleball Fanatic's**: [PIKKL’s Vantage Pro Paddle](https://pikkl.com/password)
Pickleball enthusiasts rejoice! This paddle is designed for peak performance and precision on the court, making it a must-have. It’s brand new, launching **October 16th** and backed by professional player Tyra Hurricane Black. 

👉🏻 [Photos](https://drive.google.com/drive/u/1/folders/1VTtbj8tywyyzh93nLQl7Yv5wZyH4mhwu)

5. **An Essential for Every Car**: [Redi Kit V2](https://www.redi.co/)
The Roadie contains 113 essential items that are most often needed when on the go. Includes three different car mounting attachments, a quick-access everyday essentials bag, and the water and UV-resistant signature Redi bag.

👉🏻 [Photos;](https://drive.google.com/drive/u/1/folders/1GTMzWzTXnlbN1m0BfYqHXcIGEkzanLPP) [Affiliate](https://www.avantlink.com/programs/29057/)

---

### 6 Wine Marketing Tactics That Actually Work

Source: https://thebrandleader.com/6-wine-marketing-tactics-that-actually-work/

The wine industry has become increasingly diverse, with more wines available than ever. While this is excellent news for consumers, it requires producers to be more strategic with their marketing. Wineries have long relied on time-honored strategies to promote their products, but thanks to the opportunities opening with digital marketing, we’re in a new realm of possibilities. In this article, we’ll share our top wine marketing tactics, which take an integrative approach that combines traditional and digital strategies.

#### The Challenges of Marketing Wine

When developing a marketing strategy for your winery, there are a few nuances to consider. First, the industry is saturated with wine brands, making it increasingly difficult to gain market share. Second, effective wine marketing requires an understanding of the intricate world of winemaking and the ability to communicate the stories behind the bottles. Then, there are strict compliance regulations — from labeling to advertising — which must be adhered to.   

#### Before You Get Started

The first step to establishing a successful marketing campaign is solidifying your [brand positioning](https://bensonmarketing.com/brand-positioning/). Your brand messaging strategy should tell a compelling story, highlighting whatever makes your wine brand unique. A good brand messaging plan will showcase your brand’s personality and values while illustrating a consistent narrative about your wines and company. This narrative will be the common thread that weaves through all your marketing efforts regardless of platform or medium. 

#### Increase Your Odds of Success

Whether you’re a new or established wine brand, you can maximize the effectiveness of your marketing with the following marketing tactics:

- **Storytelling and authenticity:** Sharing the story behind your winery, including its history, winemaking process, and commitment to sustainability, can create a stronger emotional connection with consumers. Authenticity in your brand messaging is essential, as it builds trust and loyalty.

- **Elevate your graphics, photo, and video content: **Updating your visuals can help you tell your brand story and draw more attention to your wine brand online and in stores. Creative, high-quality, and distinctive imagery will help your brand stand out in a sea of competitors.

- **Sustainability and eco-friendly initiatives:** Emphasizing your commitment to sustainability in winemaking, packaging, and business operations can resonate with environmentally conscious consumers. Highlighting eco-friendly practices in your branding can set you apart and attract a niche market segment.

- **Customer feedback and adaptation**: Regularly collect feedback from customers and adapt your branding and marketing strategies accordingly. This ongoing dialogue with your audience can help you stay relevant and meet their evolving needs.

*Discover how to stand out in the crowded wine market with our [specialized wine marketing services](https://thebrandleader.com/wine-spirits-agency/).*

### 6 Effective Wine Marketing Tactics to Implement Today

#### 1. Build Community with Organic Social Media Content 

Regardless of your marketing budget, developing an engaged social media following should be a part of your strategy. Keep in mind that Instagram has 2 billion monthly active users, and [Facebook has nearly 3 billion monthly active users](https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/). With numbers like those, it’s safe to say your future customers are currently on social media.

If you’re not actively building a social media audience, you’re already behind your competitors. The good news is that a well-researched content strategy and a consistent posting schedule can help you grow a loyal audience quickly. 

It’s not necessary to have a presence on every single social media platform. Instead, select the platforms that are right for your brand messaging, marketing goals, and content creation capabilities. 

Developing a content strategy early on is key to finding success with organic social media content for wine marketing. To develop a social media content strategy for your wine brand, think about what’s most important to your target audience or target consumer. Make a list of topics and types of content that will pique their interest. Be sure to align the voice, tone, and visual assets of your social media content with your brand messaging. Then, focus on creating content that entertains, educates, answers questions, or solves problems for your target audience. Do this *consistently*, and you will position your brand as an authority while building trust.

#### 2. Boost Brand Awareness & Drive Retail Traffic With Social Media Ads

Paid social media advertising is a cost-effective way to generate massive impressions and build brand awareness with a price tag that doesn’t break the bank — especially compared to other forms of wine advertising. With a monthly budget as low as $500, you can generate hundreds of thousands of impressions at a low CPM (cost per thousand impressions). If you have the budget, advertising with Meta Ads Manager will help you grow faster and stand out on increasingly crowded social media platforms. 

Meta offers several ad formats and optimization options to help you meet your advertising goals. In addition to the overall cost-effectiveness, Meta’s targeting capabilities are the biggest benefit of advertising on the platform. Advertisers can ensure their ads reach the specific demographics of their target audiences, and they can dial in their ad targeting even further using company website data and more.

**Types of Social Media Ads for Wine Marketing**

For previous clients, we’ve implemented page like ads, boosted post ads, and geo-targeted ads to increase brand awareness, social media following, and engagement.

- **Page Like Ads: **Generate page likes for your winery’s Facebook page. If your target audience spends a lot of time on Facebook, this could be a valuable ad to help build your authority.

- **Boosted Post Ads:** Increase the reach of your organic social media content by backing them with ad spend that generates more impressions and engagements. Meta will show your post to users with similar interests and demographics as your current follower base. Your followers will also be more likely to see and engage with these posts.

- **Geo-Targeted Brand Awareness Ads: **These ads are shown to users within a designated geographic area of your choosing, ideally in cities where your wines are distributed or where you are actively seeking distribution.

While targeted social media ads can be a powerful tool for wineries looking to increase their industry profile and grow their business, wineries with established distribution should also consider running retail-targeting ads. This wine marketing tactic is intended to drive consumers to retail locations where your wines are sold and encourage them to make a purchase.

These ads are targeted to a smaller radius surrounding 2-3 retailers in specific cities where your wines are sold. Due to [Tied House](https://www.ttb.gov/trade-practices/laws-and-regulations) laws in the United States, each ad must mention at least two unaffiliated retailers. Other advertising regulations vary by state, so you need to be aware of what you can and cannot include in an ad promoting alcohol based on the state where you’re advertising.

**Use Social Media Advertising To Gain PODs**

Once you launch your Brand Awareness and Retail Targeting ad campaigns, you can leverage them to help you secure further distribution. Develop a presentation your sales team can use with distributors to showcase the marketing activity you’re implementing in their region. Include stats like estimated impressions, campaign spend, and visual examples of the ads and geographic areas targeted.

Do you need help securing distribution in new markets? [We can help, contact us today.](https://thebrandleader.com/wine-spirits-agency/)

#### 3. Enhance Awareness & Increase Interest with Influencer Partnerships 

Wine brands can pursue a variety of influencer marketing strategies depending on their budget. Ideally, a brand will have some influencer marketing budget for paid influencer partnerships to support new releases, promotions, special campaigns, etc. The practical benefits of paid influencer partnerships include control over brand messaging, content direction, timing of campaign content, and content repurposing for subsequent marketing campaigns. These details require a clear scope of work and a contract to ensure deliverables, content usage rights, and exclusivity agreements are met. Selecting the right wine influencer partner can make or break your social media campaigns. Check out our [8 Tips for Selecting a Wine Influencer Partner](https://thebrandleader.com/8-tips-for-selecting-a-wine-influencer-partner/) to ensure success.

Keep in mind that influencers are often perceived as the face of the brand, and it is critically important for wine brands and wineries to be diligent in selecting influencer partnerships.

Learn more about [building successful influencer collaborations](https://wineindustryadvisor.com/2023/09/05/beyond-the-numbers-building-a-successful-wine-influencer-collaboration). 

#### 4. Grow Your Following with Social Media Giveaways 

Social media giveaways are a great way to grow your audience by requiring entrants to follow your account to participate. If you are going to utilize giveaways, try engaging an influencer to host a giveaway with you. An influencer partnership will help you tap into a wider, more engaged audience. But remember, in the United States, you legally can’t give away alcohol for free. You can’t give away gift cards that could be used to purchase alcohol either. Instead, you can give away wine-related prizes like a wine fridge, decanter with stemware, etc. This is an excellent opportunity to get creative. 

**Cross-Marketing with Other Businesses**

Through the lens of social media giveaways, expand your reach even further by enlisting a brand partner. Cheese companies, wine or kitchen accessory brands, or cookbook authors are all fantastic options. The giveaway can be promoted and hosted on the social media accounts of all participating brands, maximizing reach and generating more impressions. Plus, you can create collaborative social media content to post on all accounts leading up to the giveaway.

Outside of giveaways, cross-promotional brand partnerships via email marketing campaigns and in-person events can also be effective for introducing your brand to potential customers with similar interests.

#### 5. Engage Media in New Ways with In-Person & Virtual Events

Hosting winemaker dinners or wine tasting events for the media is an excellent way to introduce people to your wines. You’ll also have the opportunity to further educate on your portfolio, winery history, new releases, and current innovations while sharing your brand story in an impactful way. 

The same goes for wine tasting events, expos, or conferences. They’re a fantastic way for people to experience your wines without purchasing bottles. People will have the opportunity to learn the stories behind the labels and what makes your wines unique. 

Otherwise, consider hosting virtual tasting events or panels centered around themes that highlight your unique selling points.

#### 6. Email Marketing is Essential

A robust email marketing program is vital to nurturing your existing and potential consumers. Plus, it can be a significant DTC revenue driver if executed properly. A curated email marketing calendar will allow you to keep your customers engaged and generate the best ROI for your wine marketing plan.

In addition to an email campaign calendar, here are a few other email marketing flows that can benefit your business and customers immediately:

- Welcome Series

- Abandoned Cart

- Abandoned Browse

- Customer Thank You

- Customer Winback

- Product Review

- Repeat Purchase

- Out of Stock

- Back In Stock

- Product Curation

#### Track Your Progress

To gauge the effectiveness of your social media marketing or email marketing strategies, you’ll need to track your metrics and analytics. Monitoring and analyzing key organic and paid metrics is essential for measuring success and optimizing strategies. Engagement metrics, such as likes, shares, comments, and click-through rates, offer insights into how well your content resonates with your audience. Follower growth is another essential indicator, reflecting the effectiveness of your campaigns in attracting and retaining your target audience. 

Conversion metrics, like conversion rates and cost per conversion, help evaluate the return on investment and assess the efficiency of your ad spend. Monitoring website traffic from social media platforms and the time visitors spend on your site reveals the impact of your social campaigns on driving web traffic and user engagement. Additionally, tracking social media sentiment and customer feedback can provide valuable qualitative data that helps you understand brand perception and make necessary adjustments. By consistently assessing these key performance indicators, you can fine-tune your wine marketing strategies to ensure they align with business goals and effectively engage your digital audience.

#### Get Ready To Implement Your Wine Marketing Strategy

Hopefully, these wine marketing tactics inspire your thinking and spark some creative ideas on how you can drive brand awareness for your winery and ultimately sell more wine. If you’re curious about which strategies would be most effective for your business or want to find a more tailored approach, [contact us](https://thebrandleader.com/contact/) today to explore how we can best work together.  

---

### Preaching About our Pickleball Passion

Source: https://thebrandleader.com/preaching-about-our-pickleball-passion/

Yup, it’s trendy. Everyone is talking about it. And for good reason, it’s now the fastest-growing sport in America. It’s fun to play and creates an inclusive community for all levels and ages. 

I am obsessed. I play twice a week and it’s not enough. That's why I was thrilled when Dan Martinson, Mike Strommen, and David Dutrieuille called us to discuss a new company they were launching: [PIKKL](https://pikkl.com/), a brand dedicated to revolutionizing the world of pickleball by offering premium products for all levels of players. It’s always fun when you can help promote a brand, a product, a company that you believe in —or in my case, one in which you are obsessed. 

Looking at the stats, the world is ready for PIKKL

- According to [APP](https://www.theapp.global/), in 2023 36.5 million people played 

- $158 million was the paddle market in 2021 

- The sport has had an average growth rate of 158% over the last few years

- 7.7% is the forecasted compound annual growth rate through 2028

- In recent months, star athletes ranging from [LeBron James](https://www.cnbc.com/2022/09/28/lebron-james-is-a-pickleball-fan-and-player-now-hes-buying-a-team.html) and [Tom Brady](https://www.cnbc.com/2022/10/12/tom-brady-kim-clijsters-major-league-pickleball-owners.html) to [Kevin Durant](https://www.cnbc.com/2022/10/20/kevin-durant-is-latest-athlete-to-buy-into-major-league-pickleball.html) and [Patrick Mahomes](https://www.majorleaguepickleball.net/news/newchallengerteamsandownersannouncement) have invested in professional pickleball teams

Dan and I discussed how The Brand Leader could support PIKKL, the launch of their first paddle, [The Vantage Pro](https://pikkl.com/products/vantage-pro-pickleball-paddle) and an exciting partnership with professional player Tyra Hurricane Black (that is her real name). And then we hit the ground running. Literally. The team packed up tons of gear and flew to Minneapolis, the world headquarters of PIKKL. Mathew LaPenna put his life on the line at the net while photographing and filming professionals playing. [Amanda Dempsey](https://thebrandleader.com/team/amanda-dempsey/) started crafting the social media strategy while Ashley Maxfeldt made sure all the logistics went smoothly. 

From the website design, the asset development, to the social media strategy, and the PR outreach, [PIKKL](https://pikkl.com) officially launched on October 25, 2023 and The Brand Leader is proud to be a part of the integrated strategy brought to life. 

Like pickleball culture, the PIKKL team has a community vibe, not only are they passionate about the sport (so much so that they have a court in their backyard) but it’s family owned, three family owners to be exact. With the launch of PIKKL and the collective spirit of the team, the future of pickleball shines brightly, where passion and community intertwine on the courts (and at work).

---

### The Starbucks Red Cup: An Emotional Cultural Cue Ushering in the Retail Holiday Season

Source: https://thebrandleader.com/the-starbucks-red-cup/

Every year, like clockwork, as the final leaves drop and a crispness fills the air, retail industry insiders and consumers alike eagerly await a simple yet powerful symbol: the **Starbucks Red Holiday Cup**.

## When does the Starbucks Red Cup Come Out?

This year, the Starbucks Red Cup comes out on Thursday November 7, 2024. [(Add to calendar)](https://www.addevent.com/event/Al23760248) Its unveiling doesn’t just signal a delicious holiday-themed latte inside; it acts as a deeply embedded *emotional and cultural cue*, marking the official commencement of the holiday retail season.

## What does the Starbucks Red Cup Signify?

For many, that red cup is more than just a container for their Peppermint Mocha. It's a poignant reminder of festive moments past and the ones still to come. It's so celebrated that [websites are dedicated](https://www.countdowntoredcups.com/) to its release. In essence, Starbucks has effectively bottled (or rather, cupped) the nostalgic essence of the holidays. This emotional resonance transforms an ordinary act of sipping coffee into an experience that tugs at the heartstrings, heralding in the festive vibes.

But let's pivot from our hearts to our wallets for a moment. Once that red cup is in hand, it's as if the starter's gun has fired for the shopping marathon. Sale signs immediately start adorning shop windows, and gift guides emerge from every digital corner. Retailers, well aware of the "Red Cup Effect," strategically align their marketing campaigns around this period. They understand this is when consumers shift gears, moving from casual browsing to purposeful buying.

This cultural cue also changes the psychological landscape of shopping. A study from the Journal of Consumer Psychology found that festive cues, like holiday music or decorations, can lead to increased spending. The red cup — a mobile symbol of festivity — amplifies this effect. As consumers, we become more open to spending, driven by a mix of festive joy, the sounds of the holiday season, the smell of peppermint and gingerbread, and, ultimately, the pressure to find the perfect gifts.

**Starbucks doesn’t overtly push a sales message. Instead, it offers a shared moment of seasonal joy.**

The brilliance of the red cup as a branding strategy is its subtlety. Starbucks doesn’t overtly push a sales message. Instead, it offers a shared moment of seasonal joy. This positive association then ripples outwards, affecting other retail spaces. For brands and advertisers, understanding and leveraging these emotional and cultural cues can be transformative. They provide an opportunity to engage consumers on a deeper, more meaningful level.

Whether in New York or Dubai, where branding takes center stage at agencies like ours, such phenomena are not just observed but meticulously analyzed. The takeaway? Emotional branding isn’t about manipulating feelings but rather understanding and resonating with them. It's about turning great products, like a simple coffee cup, into unforgettable brands — and perhaps, an unforgettable season.

As we approach the festive season, the next time you hold that red cup, take a moment to appreciate its significance. It's a beacon, not just for your caffeine fix, but for an entire industry that waits, anticipates, and then springs into action, all inspired by the warmth and promise held within that iconic vessel.

Need help planning? [Here's a quick little guide](https://thebrandleader.com/prepare-now-for-your-holiday-season/) to what's needed.

---

### Ambassadors vs. Influencers

Source: https://thebrandleader.com/ambassadors-vs-influencers/

### The High Stakes of Choosing Your Brand's Standard-Bearer

Let's discuss two titans in the branding arena: Ambassadors and Influencers. Picture this: Ambassadors are your varsity team captains, while Influencers are the star players you pick up for a single, high-stakes game. Both wield enormous power in their respective realms, but how they interact with your brand is as different as night and day—or, for the culinary-inclined, as diverse as sushi and sashimi.

**The Long Game: Ambassadors
**Here's where pro deals often come into play. Many companies offer these specialized discount programs to their Ambassadors, giving them access to products at a reduced rate. Why? Because Ambassadors are your walking, talking billboards—highly respected in their communities and often consulted for their opinions. A pro deal sweetens the relationship, encouraging more hands-on use and genuine endorsement of your products. It's a win-win situation—Brand Ambassadors get a deal, and in return, your brand receives the street cred and word-of-mouth marketing it craves.

Their relationship with your brand is like a long-term commitment—think marriage, not a fling. Typically, they're contractually tied to represent and champion your brand. What you get in return is loyalty, in-depth knowledge of your product, and consistent messaging. The bond is strong, y'all!

**The Short Game: Influencers
**Now, let's jump over to Influencers. If Ambassadors are your Chess Grandmasters, then Influencers are your Poker Stars—sharp, engaging, and ready to take immediate rewards. Unlike Ambassadors, Influencers are usually not tied down to a specific brand for a long period. They are the mercenaries of the branding world, often willing to switch allegiances for the right price or opportunity. They command large followings and can drive immediate action through a single post, tweet, or video. Think rapid impact but potentially fleeting.

Influencers tend to bring a splash of color to your brand's canvas but remember, it's often a washable watercolor, not a permanent fixture. It's like hiring a superstar to guest star on your favorite TV show; they'll pump up the ratings but don't expect them to stick around for the long run.

**Strategy and Execution: Know Your Need
**So, when deciding between an Ambassador and an Influencer, you must ask yourself: are you looking for a long-term partnership filled with deep emotional connections, or are you searching for that short-term, high-impact campaign? It's like comparing a Rolex with a digital watch; both will tell time, but they bring flair and functionality.

At the end of the day, both Ambassadors and Influencers offer unique advantages. Your mission, if you choose to accept it, is to decide which avenue aligns most harmoniously with your brand's goals. Because, let's face it, in the dog-eat-dog world of branding, choosing the right standard-bearer can be the difference between a grand slam and striking out.

**The Precision Game: Micro-Influencers
**Positioned somewhere between Brand Ambassadors and the high-impact, broad-reach Influencers, micro-influencers offer a unique blend of attributes. With smaller but highly engaged followings—usually ranging from 1,000 to 100,000—these individuals offer a more personalized touch. Their communities often view them as peers or trusted advisors, and that gives their endorsements significant weight.

Micro-influencers are like the indie bands of the social world. They don't have platinum records, but their die-hard fans will travel cross-country just to see them perform in a basement venue. When they recommend your brand, it's like a whispered secret among friends, and in the world of branding, that kind of intimate endorsement can be pure gold.

So where do they fit in? Well, micro-influencers offer a sort of hybrid approach. They can establish long-term relationships similar to Brand Ambassadors, but they also offer the flexibility of campaign-based partnerships like traditional Influencers. The commitment here can be as fleeting as a summer romance or as enduring as your grandma's meatloaf recipe—it all depends on how you want to play it.

**Strategizing for All Three
**While Brand Ambassadors offer depth and traditional Influencers offer breadth, micro-influencers offer a sort of "targeted breadth." Because of this, they can fit into various points of your overall strategy. They're fantastic for niche markets, localized campaigns, or when you want to test the waters without diving into the deep end.

Think of it as having a diversified portfolio. Your Ambassadors are the reliable bonds, your Influencers are the high-risk, high-reward stocks, and your micro-influencers are the balanced mutual funds. Each has a role, and when utilized correctly, they can collectively elevate your brand in ways that a single approach might not.

So, the next time you're mulling over your brand's next big move, remember: It's not just a choice between Ambassadors and Influencers. There's a whole spectrum of possibilities, and the versatile and precise micro-influencers are waiting for their moment to shine somewhere in that mix. Consider them another tool in your branding toolbox, ready to be deployed when the strategy—and the stars—align.

In short, make your pick wisely—your brand's reputation hangs in the balance.

---

### TBL Celebrates Being Named One of South Carolina’s “Best Places to Work” for Third Consecutive Year

Source: https://thebrandleader.com/tbl-celebrates-being-named-one-of-south-carolinas-best-places-to-work-for-third-consecutive-year/

**GREENVILLE, SC – August 27, 2023** – The Brand Leader, a preeminent branding and advertising agency headquartered in Greenville, SC, is thrilled to announce that it has been named one of South Carolina’s “Best Places to Work” for the third consecutive year. The agency placed 7th in the 2023 rankings, maintaining a consistent performance in this reputable list.

This achievement marks the company’s sixth "Best Places to Work" accolade in just three years, with previous honors from “Outside” magazine and “AdAge.”

Geoff Wasserman, Founder/CEO of The Brand Leader, commented, “Just as brands need the right story to resonate, a workplace needs the right culture to thrive. This award is not just a feather in our cap; it’s a testament to our agency’s DNA—creativity, collaboration, and, of course, a touch of irreverence.”

#### A Legacy of Excellence

Since its founding, The Brand Leader has cultivated an environment that prioritizes employee well-being, creativity, and professional growth. Geoff Wasserman, Founder and CEO, adds, "We've always strived to be more than just a workplace. We're a community of thinkers, creators, and disruptors who come together to do something extraordinary." This has contributed to the company’s consistent ranking among the best employers, not just in South Carolina but across various national media platforms.

#### Forward Thinking and Beyond

The Brand Leader plans to continue its endeavors in crafting remarkable brand narratives while nurturing an environment that sets up its team for personal and professional success. As the saying goes, “If it ain’t broke, don’t fix it,” but there’s always room for a bit of polish.

For further information or for interview requests, please contact:

- Kelly Blake

- Sr. Director, PR & Communications

- kelly@thebrandleader.com

- 864-335-9200

---

### Thread Counts: Why agencies need to pay attention to Meta Threads

Source: https://thebrandleader.com/thread-counts-why-agencies-need-to-pay-attention-to-meta-threads/

Just this morning, Meta launched "Threads," their short-character social media platform targeted to replace Twitter. Here's why agencies need to jump on the platform for both themselves and their brands.

Meta Founder Mark Zuckerberg announced it at midnight. By the morning, the platform reached 10 million users. By noon, that number was up to 30 million and counting. But numbers aren't the only reason Threads matters (ahem... Google Plus had early numbers, too, but poor repeat use ended up in its demise).

Brands have also jumped on the platform early, including Lyft, McDonald's, Wendy's, Dunkin', OREOS, HBO, Warby Parker, Bonobos, and Glossier. And some celebrities have gotten their Threads accounts: Ryan Reynolds and bestie Hugh Jackson have accounts, and while OneRepublic's Ryan Tedder has an account, as of this posting Taylor Swift and U2 do not.

Celebrities and known brands aren't the sole reason for agencies to jump in, but they *should* want to jump in because soon many people will be in the app, posting, debating, and talking about their day or political views. Moreover, besides the burgeoning growth within the first 24 hours, you know what's coming from Meta: monetizing the app.

Today alone, Threads — aimed as a Twitter Killer — appears to have become the most rapidly downloaded app in history (previously and recently held by AI chatbot ChatGPT). At this rate, the app will exceed 100 million users within two months.

My colleagues and I have yet to see ads populate our feed of "threads," yet you know it's coming. And ads will most likely be driven by the Meta Business Manager, which controls the ad platforms and retargeting on Facebook and Instagram.

"The ease of not just creating an account, but finding your existing friends and followers makes Threads an easy way to join and quickly ramp up their follower count," says Amanda Dempsey, Social Media Manager at The Brand Leader. "That fast onboarding is attractive to social media users," she says.

Moreover, the conversation on Threads feels a lot like the conversation held on Twitter in its early days: conversation. Many brands use Twitter to accommodate customer service concerns, speak directly to customers, and announce plans or products.

With Threads, one can imagine this new channel being part of future social media planning or 360º integrated marketing campaigns. If Facebook was the backyard barbeque reserved for the older generations' worth of friends and family, and Instagram more of a visually-driven, influencer-modeled book of photos of food, travel, and influencer-based products, Twitter had always been the public relations damage control arm of the social media universe.

Since the 2016 election, polarizing topics have overrun the app with what has amounted to blue-state/red-state wars, and many brands have jettisoned their Twitter presence in response. Then, recently, Twitter owner Elon Musk put gates on the amount of content consumed on a Twitter feed, limiting the reading of posts to 10,000 per day for verified accounts and 1000 posts per day for unverified (newly verified accounts get 500 per day). People are leaving Twitter in droves, and this was on the back of a recent Pew research finding that 60% of U.S. users have taken time away from Twitter over the last year.

Between the ease of onboarding, connection to the (literal) Metaverse of Facebook and Instagram, and the future cross-platform marketing that will be available soon, start planning your next media buy with a new line-item: Threads.

---

### The Brand Genius of Taylor Swift: Strategic Launches,  Easter Eggs, and Calling Her Shots

Source: https://thebrandleader.com/the-brand-genius-of-taylor-swift-strategic-launches-easter-eggs-and-calling-her-shots/

There's something unmistakable about Grammy® Award–winning artist Taylor Swift. It's not her style, swagger, or even music; It's her #1 asset:

**Her brand.**

Swift is a master at branding and storytelling. Sure, she's also a master at songwriting, singing, performing, and so much more, but at the heart of millions of fans' adoration is perhaps the most convincing red thread of all, and it's not Jake Gyllenhaal's scarf.

[If a brand is an emotional connection](https://thebrandleader.com/whats-a-brand/) between people and a product or service, you can easily see how the emotional connection between Swift and her fans — *Swifties*, they're called — is the paramount example of branding. This relationship has them following her every move, guessing what's next, and cheering with joy when "Tay" bests the nasties who assault her (be they ex-boyfriends, music moguls, or even Kanye West).

You see, in the pantheon of modern pop music, Swift stands as an unparalleled figure. Her melodious tunes, evocative lyrics, and charismatic personality have endeared her to millions. Still, her success isn't just a result of her musical talent—it's also a testament to her personality, guts, and brand genius.

## An Emotional Connection

Because of her emotional connection to fans, they don't just love her; they want to *be* her. They want to celebrate *with* her. To show her their support, they dress like her and follow her on social with a fervor few celebrities receive. It's all in gratitude and never tongue-in-cheek. Her fans *mean it.*

Apart from her tours, her brand strategy impresses. Her uncanny ability to time her music releases with major events, such as the surprise release of her eighth studio album, *Folklore*, dropped in July 2020 during the pandemic. When most artists postponed their releases, Swift went against the tide, resulting in an unexpected album that became a beacon of hope and an escape for many, serving as a testament to her finger-on-the-pulse awareness. (Her duet with Bon Iver, "Exile," mesmerizes.)

## Being 'The Man'

Similarly, and also around this time, her decision to [re-record her early albums](https://theweek.com/briefing/1013413/why-taylor-swift-keeps-releasing-all-those-re-recorded-albums) has been a masterstroke of brand genius. This venture, born out of a dispute over her master recordings' ownership, has not only allowed her to regain control of her music but has also created a wave of nostalgia, re-engaging old fans and drawing new ones into her universe. With each re-released album, Swift has managed to recapture the zeitgeist of the original while layering in a newfound maturity and depth, often adding "secret songs" from her vault which had been previously unreleased. Another stroke of brand genius: Swift announced her forthcoming re-release of *Speak Now (Taylor's Version)* while on stage in Nashville during her Eras Tour. S*imultaneously,* the nearby John Seigenthaler Pedestrian Bridge bridge turned purple to honor the announcement. Amazing.

## The Easter Eggs

And while the timing she engineers is brilliant, she has also mastered the art of intrigue by incorporating Easter eggs into her music, videos, and social media posts. This clever strategy heightens fan engagement, turning every release into a thrilling treasure hunt. When the aforementioned *Folklore* was released, it was a departure for Swift, who previously wrote from an autobiographical point of view. A newly invented world was pure fodder for fans to unpack and unravel. Within days — if not hours — of its release, three songs stuck out to listeners: "Cardigan," "Betty," and "August" told the story of a teenage love triangle imagined by Swift. The constant blogging, guessing, and social media posting that followed was enormous, fueling her growth... during the pandemic!

But her Easter eggs also include subtle lyrical clues that hint at personal experiences, future collaborations, or upcoming releases to visual symbols in her music videos and album art. They are tantalizingly placed, encouraging fans to dissect her work and speculate about its meanings. These, like the teenage love triangle on *Folklore*, keep her in public conversation and foster a sense of community among fans, who eagerly share their theories and discoveries on social platforms.

Another prime example of this was the lead-up to her album *Lover*,  released before *Folklore*. Swift planted clues about the album's title, tracklist, and collaborations across several months and different mediums. When she released the music video for "ME!," fans were quick to spot a sign in the background with the word "Lover" on it—a clue about her next album title. In the same video, a brief glimpse of a Christmas tree led to fan theories about a holiday-themed song, which indeed turned out to be "Christmas Tree Farm."

All planned. All purposeful.

Swift’s use of Easter eggs creates an immersive fan experience that extends beyond the music itself. It encourages repeated listens, views, and deep dives into her work, boosting her streaming numbers and chart positions.

## Engagement

Moreover, Swift's engagement with fans doesn't stop there. She maintains a close relationship with her audience, communicating directly through social media and inviting selected fans to secret album listening parties. This direct communication builds a strong bond between Swift and her fans, fostering a sense of loyalty that fuels her enduring success.

But it's not all gimmicks and timing. Swift’s brand narrative is also built around *authenticity*. Her lyrics often reflect her personal experiences, creating a sense of intimacy and connection with her audience. Moreover, her stands on issues such as artist rights and political activism resonate with a generation of fans who value authenticity and social consciousness.

Taylor Swift’s brand genius lies in her ability to stay ahead of the curve, engage fans deeply, and maintain authenticity. Her strategic timing, use of Easter eggs, direct fan communication, and authentic narrative all contribute to her enduring success. As she continues to evolve as an artist, one can only expect her to keep innovating, setting trends, and redefining what it means to be a successful musician in the modern era.

You bet I'll be there in the front row to witness (if Ticketmaster lets me).

### Lessons from Taylor

- Create an emotional connection

- Be your own boss/Be original (Be 'The Man')

- Surprise and Delight (use Easter Eggs)

- Engage. Meet your customers where they are

- Be a storyteller

---

### TBL Hauls in Four Awards at AAF Competition, Agency Head Wins Silver Medal Award

Source: https://thebrandleader.com/tbl-hauls-in-four-awards-at-american-advertising-awards/

***TBL’s Work Recognized by the Advertising Industry’s Largest Competition***

GREENVILLE, SC, March 9, 2023 – The Brand Leader (TBL) won four awards for their creative work from the Greenville chapter of the **American Advertising Federation (AAF),** and [Kyle Duford](https://thebrandleader.com/team/kyle-duford/), TBL’s President and Executive Creative Director, was honored with the organization’s prestigious Silver Medal Award. 

The annual AAF Awards is the advertising industry’s largest and most representative program of its type, and winning ads crafted by agencies and corporate marketing groups from the Greenville area will advance to the next round of this national competition.

TBL won AAF Awards in the following categories:

- **Gold Award** for Agency Self Promotion – “TBL Recipe Books & Miir Mugs”

- **Gold Award** for Integrated Advertising Campaign – [“Erem ‘The Earth Called’ Campaign”](https://thebrandleader.com/work/erem/)

- **Silver Award** for Packaging – [“Megmeister Drynamo Packaging”](https://thebrandleader.com/wp-content/uploads/Megmeister-Packaging.jpg)

- **Silver Award** for Internet Commercial – “Spero Anderson University Sponsorship Video”

Mr. Duford was presented with the AAF's most distinguished individual honor, the **[Silver Medal Award](https://www.aaf.org/Public/Public/Events/Awards/Silver_Medal_Award_Home.aspx#:~:text=The%20AAF's%20Silver%20Medal%20Award,in%20areas%20of%20social%20concern.)**. The AAF established the Silver Medal Program in 1959 to recognize men and women who have made outstanding contributions to advertising and have been active in furthering the industry's standards, creative excellence, and responsibility in areas of social concern. Annually, the AAF bestows this national honor upon outstanding members of the advertising community. The AAF Silver Medal is considered the equivalent of a lifetime achievement award.

## **The advertising industry in Greenville has been creating compelling work that rivals that of any New York City agency for decades.**

“The advertising industry in Greenville has been creating compelling work that rivals that of any New York City agency for decades, as evidenced by the number of national and international clients now being represented by agencies in town,” says Ty Thornhill, Vice President of Client Services at TBL. “To be recognized for the work we do that helps advance our client’s brands, and business goals is very rewarding.”

Mr. Thornhill added that entering the competition not only benefits the winners. He pointed out that proceeds from the AAF Awards are used to enhance the advertising industry through programs such as public service, internships, advocacy groups, advertising education, and consumer awareness.

---

### Rudy Project Taps The Brand Leader as Agency of Record

Source: https://thebrandleader.com/rudy-project-taps-the-brand-leader-as-agency-of-record/

***TBL to Help Increase U.S. Market Penetration for Leading Brand in Performance Eyewear and Helmets***

GREENVILLE, SC, February 23, 2022 – Rudy Project, North America (NA), a company known for creating high quality Italian sport performance eyewear, helmets, and other accessories for athletes, has named The Brand Leader (TBL) its agency of record. TBL is a Greenville, SC-based advertising, marketing, and public relations agency, specializing in enhancing and amplifying brands.

TBL will work with Rudy Project to create a stronger brand presence in the marketplace by designing, developing, and deploying activations in the areas of paid digital, email marketing, search engine optimization, content creation, and public relations. 

“We are thrilled to be working with an agency of the caliber of The Brand Leader and are excited about the new possibilities that we can create together,” says Brad Shapiro, Co-Founder and Principal at Rudy Project, NA.

Rudy Project also points out that sponsoring world-class athletes, elite teams, and key events across such sports as triathlon, cycling, and running are a crucial part of their brand’s heritage and mission. In addition, these athletes wear and test new products so Rudy Project can better understand athletes' needs and create solutions that keep the company on the forefront of technological innovation in the industry.

“Rudy Project is one of the world’s great sport performance brands, and we are eager to help advance their brand and increase market penetration in North America,” says Geoff Wasserman, Founder/CEO at The Brand Leader. “Not only are their glasses and helmets iconic in the cycling, triathlon, and running communities, but I exclusively used Rudy Project products during my triathlon racing days and they helped me — and countless others — perform at a high level. We are confident our partnership with Rudy Project will result in even more success for the brand.” 

---

### Benson Marketing Group Acquired by The Brand Leader

Source: https://thebrandleader.com/benson-marketing-group-acquired-by-the-brand-leader/

#### Combination Brings New Advertising, Branding, and Design Skills to Wine & Spirits Brands

February 16, 2023, Greenville, SC – Benson Marketing Group, a leading wine and spirits marketing agency, has been acquired by — and is now a division of — The Brand Leader (TBL), a brand-first creative agency specializing in advertising, branding, and design. The Benson team, including Jeremy Benson, continues serving top wine and spirits clients in the U.S., Canada, and abroad from its office in New York.

“The Brand Leader’s continued focus on elevating brands through design, advertising, and digital marketing brings our highly skilled team to Benson’s existing roster of clients in the hopes of elevating their existing brands through a wider advertising acumen,” said Kyle Duford, president, and executive creative director. “As a bonus, TBL adds a high-performing team, whose subject matter expertise runs deep, to our 37-person agency,” he added. The Brand Leader’s core verticals include CPG, med- and fin-tech, outdoor, and now, wine and spirits.

The combination of two teams is set to address the many challenges and opportunities in the wine and spirits sector. “To win, brands need a ‘wow’ factor—hyper-creative, attention-grabbing ideas that leverage the whole gamut of media. TBL brings that in spades for their clients, and now to ours where needed,” said Jeremy Benson, president of Benson Marketing Group. “It’s an exciting time. Our team now includes in-house videographers, photographers, art directors, developers, copywriters, and digital ad experts who hold certifications from Google, Meta, Shopify, Hubspot, Klaviyo, and more,” he added.

On the acquisition, Founder and CEO of TBL, Geoff Wasserman, added, “Our agency was founded and built on putting people first and focusing on exceeding client expectations. We found Benson Marketing to be cut from the same cloth as us, and we couldn’t be more thrilled than to bring two legacy teams together under one banner.”

Benson Marketing Group’s name will continue, and all client-facing professionals are now part of the combined entity. Barney, Inc. provided counsel to Benson Marketing Group in the transaction. Terms were not disclosed.

**About The Brand Leader**
The Brand Leader is a brand-first creative agency specializing in advertising, brand, & design that connects brands with customers in game-changing ways. Founded in 1998, the agency’s vision is to turn great companies, products, and ideas into unforgettable brands. Based in Greenville, South Carolina, the agency includes professionals in New York, Colorado, Ohio, Texas, and Washington, D.C. Winner of numerous creative awards, The Brand Leader has also been singled out as a ‘Best Place to Work’ by *Outside* Magazine (2021, 2022), *Ad Age* (2023), and others.

**About Benson Marketing Group**
Benson Marketing Group, a division of The Brand Leader, is a leading marketing agency for wine and spirits brands. Founded in 2000, the agency provides Brand Strategy, PR, Digital Marketing, Social Media, and Advocacy Marketing services from its core office in New York City. In 2021, Benson was named to the top 10 “Power List” of U.S. wine and spirits marketing agencies by *Meininger’s Wine Business Int’l* and a top PR agency by *Beverage Trade Network*.

---

### 12 Great Commericals of the Past 30 Years

Source: https://thebrandleader.com/12-great-commericals-of-the-past-30-years/

I love commercials. Always have. It's one of the many reasons why I work in advertising today. Ever since I was a young boy, I craved advertising wherever I could find it to read (magazines), listen (radio), or watch (television).

With Super Bowl LVII coming up today, I thought it'd be fun to recount some of my favorite television commercials that I can remember.

Some went internet viral (Berlitz), some were played throughout the year (Nike), and some changed the way we looked at Super Bowl Commercials (Volkswagen). They may not all have aired during a Sunday night in February, but they all changed how we think about ads — well, they did for me anyway.

## 1. **Volkswagen** - *The Force* (2012) — Lance Acord (dir), Deutsch Agency

I love this commercial, which happened to be the brainchild of my friend Craig Melchiano (read his story [here](https://craigmelchiano.wixsite.com/my-site/the-force-story)). Remember, this was *before* the resurgence of the Star Wars universe, and it wasn't as popular in culture as it has become. They had struggled to get John Williams' iconic theme song rights, went through hundreds of child actors, and the most amazing? They "leaked" the commercial before the Super Bowl, which hadn't been done before— forever changing advertising in the days leading up to the big game. Plus, the content is impressive, the child actor perfect, and the emotional connection palpable.

## 2. **Berlitz** - *Sinking* (2007) — Nic Sune (dir), Pål Sparre Enger (copywriter)

My brother, who speaks multiple languages (read: 6 or 7 besides English) sent this to me years ago, and we laughed and laughed for hours. The hook for this ad? Easy, it's funny yet brutally honest. It connects the human element of misunderstanding with a real-life "oh sh*t" moment. It didn't air during the Super Bowl, but it aired on my MacBook for hours — and that has to count for a bunch of Nielson points right there.

## 3. **Nike** - *Elephant* (2000), Dante Ariola (dir)

Regardless of what you think of Lance Armstrong or the way he handled himself in the wake of his downfall, this admittedly doesn't play well in hindsight. But in the moment, Nike capitalized on their cycling star for nearly a decade as Lance was arguably the most well-known athlete on the planet apart from Tiger and Jordan (both also Nike athletes). Teasing a line from Star Trek, when the human cannonball says, "I'm not a doctor," I have to smile. Sure, in hindsight, this lacks self-awareness, but with Lance's VO2 Max off the charts, it rang a bell for many endurance athletes like myself over two decades ago.

## 4. **Milk Board** - *“Got Milk” - Aaron Burr* (1993) — Michael Bay (dir), Goodby Silverstein & Partners (Agency)

Anything Goodby Silverstein does, in my mind, is genius. This has to be one of the all-time great commercials, directed by a young Michael Bay before he went on to launch his behemoth of a Hollywood career directing *Bad Boys, The Rock, Armageddon, Transformers,* and others. Bay's career wasn't the only idea launched with this commercial. "Got Milk" took on a whole new life of its own. The Masterclass with these two is fantastic, and they discuss making this commercial. Worth a listen.

## 5. **Hummer** - *Big Race* (2003) — Scott Hicks (dir.), Modernista! (Agency)

Ah, the age of big SUVs and machismo. Yet another campaign that doesn't quite sit well in 2023, but it's fun anyway. Using an early (1966) single from The Who, Hummer does a great job of showing precisely what a Hummer H2 can do *without ever showing a Hummer*. Brilliant. It's half-James Bond chase (cutting through the off-road while other cars dole out the switchbacks) and half soap-box derby. You're rooting for this kid, which means, in reality, you're rooting for Hummer.

## 6. **Apple iPod** - *Are You Gonna Be My Girl?* (2004) — Chiat Day (agency)

What first started as outdoor and print ads in 2003, the "Silhouette" campaign(s) then jumped to the small screen and have become legendary. From 2003 to 2008, Apple used dark silhouettes on colored backgrounds to showcase the iPod and its white earbud cords, which became synonymous with Apple. Soundtracks included music from Nelly Furtado, U2, Feist, The Prototypes, Gorillaz, Daft Punk, The Black Eyed Peas, Wolfmother, Coldplay, and the below ad featuring Jet whose song "*Are You Gonna Be My Girl" *had already debuted in UK the year prior but lifted the band to world acclaim when they appeared in the commercial in 2004. Many other artists saw the commercials as a powerful vehicle to launch a song. You couldn't go anywhere without seeing these ads, bouncing to the music, and coveting your friend's white cords.

Due mainly to these ads, I was introduced to great European bands like Caesers (Sweden), The Fratellis (Scotland), and Ting Tings (UK) from these adverts in the 2000s.

## 7. **Levi’s** - *501 Double Stiched Jeans* (1995) — Michael Mort (dir), John McCabe (copywriter), Bartle Bogle Hegarty, London (agency)

More musical ads are upcoming, namely this classic Levi's claymation song featuring Shaggy's "Mr. Boombastic." When a fire breaks out at a local hotel, Mr. Lover Lover rides a stolen police motorcycle up the fire truck ladder to rescue a damsel in distress. He whips off his Levi's, prompting his claymation damsel to faint, only to use them as a zip line hold to carry her to the safety, ahem... of his arms.

&amp;amp;amp;amp;lt;/p>

## **8. Levi’s** - *Dangerously Low - Levi's Low Rise Jeans* (2002), Ivan Zacharias (dir), BBH New York (agency)

Another Levi's commercial I just thought was brilliant at the time. A woman sneaks around an old chop shop readying to steal a car. She's crawling around rafters and catwalks and drops onto the cement ground right behind an old classic muscle car. She sneaks into it, rummages into her Low Rise Jeans for a spare key, and busts out of the factory like she's in a chase scene from *Ronan*. Then as she searches under the seat — for what? — she's swerving all over the road, narrowly avoiding oncoming cars. Then she finds it: a trinket she replaces on the dashboard in front of her with a smile. It was her car all along. She stole it *back.* She's dangerous. So are the jeans.

## **9. The Gap** - *Khaki-a-Go-Go* (1998)

Though Vince Vaughan and Jon Favreau's Swingers had already come out two years earlier, what ended up ushering in what became the short-lived but wildly popular swing dance movement (Squirrel Nut Zippers anyone?) to the masses was this Gap ad in 1998. Using Louis Prima's 1956 "Jump, Jive, and Wail" to put khakis at the forefront of the buying public, Gap inadvertently became part of the zeitgeist, riding a wave of sales as high as poodle skirts dancing to the Lindy Hop.

To "reinvent khakis," Michael McCadden, the VP of Marketing at the time, commissioned this commercial and even announced its coming on PR Newswire, stating in a press release that advertising for khakis as a product was so new for The Gap that they will "debut a major global campaign featuring Gap khakis on April 23. It's the first time in Gap's 29-year history that khakis will star in television ads."

What followed was not just a string of ads [like this](https://www.youtube.com/watch?v=Q7z-_rw20LI) featuring dancing, but just a few months after the first airing, original Stray Cat himself, Brian Setzer, released a cover version on his big band orchestra's August 23 album *The Dirty Boogie*, which not only charted at 23 on the Billboard 100 but won him a Grammy Award for Best Pop Performance by a Duo or Group with Vocals.

## **10. Jeep - ***Groundhog Day* (2020)

With the 30th Anniversary of the movie Groundhog Day just having passed, I pulled this one up from the Super Bowl in 2020.

Lots had to go right for this commercial to work. And, lucky for us (and Fiat-Chrysler), Bill Murray’s first appearance in a national commercial will forever be known as this one.

From January 24 through 26 of 2020 (mere weeks before the Super Bowl), filming began in Woodstock, Illinois, where the movie was shot. They quickly got the rights and licensing to recreate the movie and use the song “I Got You Babe” by Sonny & Cher — the same song Murray woke up to each day in the film. Using some of the exact locations as the movie, plus cameos from the film's other actors (Murray’s brother, Brian Doyle-Murray, who played the city of Punxsutawney’s mayor, and Stephen Tobolowsky as Ned Ryerson), it was all pulled off with most of the commercial ad-libbed by Murray.

But the absolute brilliance is that at the heart of the idea was that now, after all this time, Phil Conners doesn't mind so much repeating the same day over and over because he gets to do it in a Jeep Gladiator.

## 11. **Nike** - *“You Can’t Stop Us”* (2020) — Weiden Kennedy (agency)

Honestly amazing. Megan Rapinoe narrates this ad that pairs 53 athletes, 24 sports, and 72 sequences into a tremendous video editing effort. Throughout its 90 seconds, the commercial uses hand-picked clips from more than 4,000 archived videos, stitching the athletes together in a split screen as if one shot, further driving home the idea that "we can do this together." I dare you not to cry.

</p>

## 12. **Dollar Shave Club** -  *Our Blades are F**cking Great* (2012) — Michael Dubin

This original ad (shown on YouTube) is phenomenal. Taking its comic cue from [Old Spice](https://www.youtube.com/watch?v=owGykVbfgUE), Dollar Shave Club founder Michael Dubin wrote, produced, and starred in one of the funniest and most viral commercials ever. This ad went everywhere. And, unlike the Old Spice [ads](https://www.youtube.com/watch?v=uLTIowBF0kE), he didn't have to pay much. It also started a movement of goofy ads like this from CEOs and Founders who thought they could be as funny as the former actor Dubin. Most couldn't.

Here at [The Brand Leader](/) we love commercials (if you can't tell). So [drop us a line](https://thebrandleader.com/contact/) if you want to chat about the or other ways we can help [service your brand](https://thebrandleader.com/services/).

---

### Ad Age Names The Brand Leader to Exclusive 2023 Best Places to Work

Source: https://thebrandleader.com/ad-age-best-places-to-work-2023/

GREENVILLE, SC, January 23, 2022 – [The Brand Leader (TBL)](https://thebrandleader.com/), has been awarded one of the advertising industry’s most prestigious honors, [Ad Age Best Places to Work 2023](https://adage.com/article/best-places-work/introducing-best-places-work-2023/2459011), an annual ranking of companies that lead the industry in factors ranging from corporate culture and leadership to pay and benefits.  According to Ad Age, “the winners did a standout job over the past year as the ad business met the challenges of a weakening economy, changing media market, and a continued tight talent pool.”

TBL, a leading national advertising and marketing agency specializing in enhancing clients’ brands, was among 50 companies from throughout the United States honored in the publication’s print issue (published January 23rd) and online at [AdAge.com](https://adage.com/).

“Being recognized as one of the best agencies to work by the world’s foremost authority on the advertising industry is a testament to our culture of putting people first. Creating meaningful connections in the spirit of boundless collaboration among our employees, our clients, and others has made us better and has fostered exceptional work,” says [Kyle Duford](https://thebrandleader.com/team/kyle-duford/), Executive Creative Director at TBL.

The winners—top companies with 200 or fewer employees and top companies with more than 200 employees—reflect the highest overall numerical scores based on an analysis of questionnaires submitted by employers and survey responses from their employees. Ad Age’s scoring system factors in employee responses on topics including pay and benefits and seven other core focus areas (75% of the score) and a company’s policies and practices on areas including pay and benefits, work/life balance, recruitment, and training and development (25% of the score).

“The tight labor market forced every business in the industry to compete for talent, and the 2023 Best Places to Work winners proved the value of understanding what employees want today,” said [Dan Peres](https://adage.com/article/news/dan-peres-named-president-ad-age/2420076), President and Editor-In-Chief of Ad Age. “Companies will face challenges this year with the economy and ongoing effects of the pandemic, but winning workplaces understand that taking care of employees is central to business success.”

Ad Age produced Best Places to Work 2023 in partnership with Best Companies Group, a research firm specializing in identifying and recognizing great places to work. The competition was open to agencies, ad tech firms, brand or corporate marketing departments or groups, and in-house agencies of marketers.

---

### 10 Key Steps to Rebranding in 2023

Source: https://thebrandleader.com/10-key-steps-to-rebranding-in-2023/

When someone says “rebrand,” your mind may go toward famous (or infamous) visual examples such as [Gap](https://www.thebrandingjournal.com/2021/04/learnings-gap-logo-redesign-fail/), [King Arthur Flour](https://www.kingarthurbaking.com/blog/2020/07/20/why-were-changing-our-name-after-230-years), and more recently, Facebook’s [Meta](https://about.facebook.com/meta) announcement. Our mind tends to think visually first, but a rebrand is much broader. 

## What is a rebrand?

A rebrand is a change in brand identity for your organization. It covers all aspects of what makes a brand, including identifying differentiators from competitors, establishing vision and mission, and clarifying voice and tone. The process also involves creating a visual identity and physical and digital touchpoints for a consumer’s interaction with your brand. 

Said another way, if a brand is a series of promises, then a rebrand should align these promises and set expectations with your consumer so that they have a consistent experience. 

Note that when we say a full “rebrand,” we mean much more than just a logo redesign. A logo is just part of a much wider rebranding process that includes brand positioning, messaging, colors, typography, perception in the mind of the consumer, as well as the brand’s physical and digital presence. 

### What is the difference between a partial rebrand and a full rebrand?

You may have heard of the terms “partial rebrand” versus a “full rebrand.”

A partial rebrand is when a company tweaks or slightly adjusts an aspect of their brand, such as an update to colors, a logo design tweak, or a shift in visual image representation. This often happens when a company's vision or mission does not change, but enough time has passed that an update is needed to keep the brand fresh and relevant to its consumers. A partial rebranding should never “surprise” your audience. It should feel like a natural progression. 

On the other hand, a full rebrand means that your core values, mission, or vision have changed, new products or services are being offered, an acquisition has taken place, or your brand has undergone a major identity change that warrants a change. This may entail a new name, new logo, new voice and tone, or other significant visual and brand identity changes. 

The following steps can apply to either a partial rebrand or a full rebrand. The choice should be determined by the organizational leadership’s vision and goals, as well as research into the current market. 

## Do you need to rebrand?

Before we launch into the process of a rebrand, it is important to determine if a rebrand is needed. It may be time for a rebrand if you are experiencing any of the following:

- Adding new markets, products, or services

- Needing to recapture relevance with your consumer (or realign with the way your consumers are already moving)

- Customers or employees are not aligning with your current values

- Undergoing a fundamental business transformation such as a merger, acquisition, or management change

Still unsure if a rebrand is needed? We created an easy [rebranding quiz](https://thebrandleader.com/rebranding-indicators/) to help you determine whether a brand update may be right for your company. We also offer a [downloadable rebrand guide](https://thebrandleader.com/ultimate-guide-to-rebranding/) to provide additional insight and direction.

## 10 Steps That Lead to a Successful Rebrand 

The [process of creating and launching a new brand](https://thebrandleader.com/our-process/) may be altered slightly depending on the scope and type of company, but every rebrand should include research, execution, and launch phases. The following steps outline a framework for a total rebrand. 

### 1. Align Stakeholders

This first step may sound like a no-brainer, but to have a successful rebrand, you need to be sure all key stakeholders in your organization are aligned. This alignment is crucial for a smooth process both internally and externally with your branding agency of choice.

Before interviewing an agency, be sure your team understands:

- That a rebrand is needed and to what degree (partial versus full rebrand). See the above [rebranding quiz](https://thebrandleader.com/rebranding-indicators/), and have all stakeholders take it together if there is any debate. Your agency will also have insight into this, but it is beneficial to already have had a discussion internally.

- Who will manage the project from your organization's side? This person will need to understand the time commitment required to manage internal and external resources, as well as the project scope and timeline.

- Who is responsible for review and approval? If the CEO is hard to get a hold of, they should probably not be included in every meeting. However, that means that the marketing team needs full approval powers so they can keep the process moving. Otherwise, the rebranding project will stop and start, leaving everyone frustrated.

- Who will be responsible for collecting data needed during the rebranding process? This may be the same person responsible for project management on your side, but it may also be someone else, especially if you have a very technical product or service. Pro Tip: You will be your agency’s favorite client if you package and send notes and feedback in one cohesive, organized document. Seriously, they will send you a birthday card every year!

- What is your budget? A rebrand takes a lot of resources, both in time and, yes, hard cost. Knowing your budget up front helps your branding agency and internal team understand what parameters they need to consider when looking at contracts and scope. 

### 2. Know Your Product or Service

Again, this step may sound basic, but it is vital that you know your product and services before moving forward. A thorough understanding of your business and key competitors enables a productive research phase built on strong data. Much of this information should have already been created when you developed your business plan or yearly investor reports, but an extra look will help you make sure you didn’t miss anything. 

Plan on coming to your first marketing meeting with the following ready:

- Who you are (background, founder's story, etc.)

- What you are seeing (marketplace, product evolution, etc.)

- Facts and details about your products and services AND what makes them stand out from your competitors

- List of competitors

- Sales data, including past revenue and future goals (like performance metrics—in other words, how do you know that you have had a successful brand launch?)

- Who you think your current consumers are 

### 3. Research Your Audience and Competitors 

This research step is where you begin to get into the meat of your rebrand. However, it can also be the most frustrating step for team members as it takes time before they can “see” any progress. Remember, research sets the foundation and direction of a rebrand, so it is vital to the project’s success. Here are a few factors you should consider:

- Your audience personas (determine whether these are the same or different from your current audience)

- A list of key competitors, including their products or services offered and what sets each competitor apart

- Any pertinent consumer research reports (for instance, are you going after Gen Z? If so, what relevant data is out there already that pertains to your product and their buying habits?)

- Any website or digital analytics that are beneficial to know concerning key buying trends, average sales, and any current site user flow patterns

### 4. Determine Your Brand Archetype and Your Voice and Tone

Now that you know the marketplace and your products, your audience, and their habits, it's time to find how you fit within the [brand archetypes](https://thebrandleader.com/blog/what-are-the-12-brand-archetypes/) in your space. You may find a gap that your company can fill, or you may find an archetype that’s shared by others but uncover a sub-archetype that can help distinguish you. Determining your archetype can help you craft your brand essence, [voice, and tone](https://thebrandleader.com/blog/finding-your-brand-voice/). The essential items you should identify in this phase include:

- Brand archetype

- Brand attributes

- Vision and mission

- Voice and tone

### 5. Determine Your New Name (if necessary)

Not every rebrand will require a new name. If you decide that a new name is warranted, then the new name should coincide with the research that has been done up to this phase, including your decisions on brand archetype and voice and tone. You never want your name to be out of step with where your company is heading. 

If you’re looking for an example of a company that chose a new name along with a new logo during a rebranding, look no further than Spero Financial. You can see how their new name aligns with their brand identity here: 

[https://www.youtube.com/watch?v=sKlEf3Hif80](https://www.youtube.com/watch?v=sKlEf3Hif80)

Once you settle on a new name and start a trademark application with a reputable attorney (Insider tip: Never waste time, money, and resources by launching into the next phase if your name is going to be held up in a trademark dispute), you are then ready to create your brand’s new visual identity.

### 6. Create Your Visual Identity

You are finally at the step where the magic happens, where pen meets paper (or mouse meets Adobe in most cases) and the visual creation takes place. 

The previous steps should all serve as a guide for determining the visual identity. For instance, the founder may want to have a pink dog as her logo and brand colors, but if her audience is primarily male and the brand archetype is an “outlaw,” this direction may not be best. Be sure everyone understands the findings from the steps prior when reviewing a visual identity.

The visual identity should include:

- Logo (horizontal and vertical orientation, favicon, as well as full color and one color)

- Typography (fonts, header stylings, etc.)

- Visual representation (types of images to be used)

- Color palette(s)

### 7. Create Your Brand Guidelines

Once you approve your new visual identity, it’s time to set it in stone by establishing your brand guidelines. This guide should serve as a reminder to your internal team and any external partners that may request to use your brand items of how to use your branded items.

At a minimum, your brand guide should include: 

- Voice and tone (including mission and vision)

- Logo downloads

- Logo “do’s and don'ts”

- Image examples 

- Fonts and usage

- Color palette 

### 8. Create Your Brand Collateral

You will never realize all the places your logo appears until you undergo a brand launch. Suddenly, you find that you had printed your logo on a lunchbox and handed it to clients ten years ago, and your sales team is still occasionally going into the closet to hand it out to potential clients years later. 

Be sure to perform a full audit of your software and hardware, as well as any sales and marketing collateral you use. This step will allow you to update to the new brand standards on each. A spreadsheet may with this step, as it gives you an easy way to track action  items, if they have been updated, and who is responsible for overseeing that they are updated, ordered, delivered, etc. 

Brand collateral that may need to be included in a rebrand rollout includes:

- Branding on invoices

- Logo on products

- Event collateral

- Sales collateral

- Email signatures

- Social profiles

- Signage

- Company uniforms 

- Internal company software icons

- Proposals

### 9. Align Your Employees and Key Stakeholders

A rebrand does not follow a “build it and they will come” mentality. Instead, it is more like “build it and you will find people are constantly altering it.” In order to have a successful launch and ensure that your new brand does not erode over time, your internal team needs to understand the rebrand direction and the resources they have available to them when creating assets for your company. 

If every touch matters in a brand — from telephone greetings and email signatures to checkout processes on your site — then you need to be sure every person within your company understands the importance of your brand. Arm them with the tools they need to defend your new brand.

Make the new brand a big deal for your internal employees and help them feel your excitement. (Remember, launching a new brand is a lot of work, so reward them for their investment in this endeavor.)

### 10. Launch the New Brand to Your Audience

Finally! The hard work is finished, and you are ready to roll out the rebrand to your audience. You can choose to launch everything at once or opt for the soft launch route. 

Whether you choose a [hard or soft brand launch](https://thebrandleader.com/blog/rolling-out-a-new-brand/), make sure you and your team have planned your approach. You never want a rebrand to “leak” into the community. It should be planned and purposeful. You will likely need to find a balance between delaying launch in an effort to get it all “right” versus jumping the gun and planning a reveal without securing internal buy-in or having necessary collateral ready.

Here are a few items to consider when launching your brand:

- How are your suppliers or partners being told? Should it be at the same time as your consumers?

- Would a launch event help you control the message and pace of the announcement?

- Is your internal team armed with the tools and resources they need?

- Is there a significant event, sales pattern, or historic date that needs to be considered for this launch?

When you examine a rebrand from tip to tail, it’s an extensive process that takes a considerable amount of time and resources to execute. When it’s done right, it results in increased market share, customer loyalty, and brand authority. Pulling the trigger to initiate a rebrand of your company can be scary, so it’s essential to make sure you’ve got the right agency at the reins. Here at The Brand Leader, we’ve spent the last 22 years helping more than 1,000 brands tell their story. We’d love to help you get started. 

---

### Outside Magazine names TBL 11th Best Places to Work 

Source: https://thebrandleader.com/outside-magazine-names-tbl-11th-best-places-to-work/

For the second consecutive year, The Brand Leader (TBL) has been recognized as one of [Outside magazine’s Best Places to Work](https://www.outsideonline.com/culture/essays-culture/best-places-to-work-2022/) – moving up to #11 after being an honorable mention in 2021. TBL is a Greenville, South Carolina-based advertising and marketing agency, specializing in enhancing clients’ brands, and has grown from fifteen to 31 employees in the year since winning the award in 2021.

         “Having The Brand Leader continue to move up [Outside magazine’s ‘Best Places to Work'](https://www.outsideonline.com/culture/essays-culture/best-places-to-work-2022/) rankings is particularly rewarding for me as a longtime outdoor industry veteran and one-time contributor to the magazine,” says Geoff Wasserman, Founder/CEO. “It’s also a testament to our ‘people first’ mindset, which has enabled us to grow substantially over the past year. People, whether our team or our clients are what make The Brand Leader different from other agencies.”

Since 2004, *Outside* has been identifying and recognizing great employers from throughout the United States with the Best Places to Work award. The process to be considered for the award included an evaluation of the nominee's workplace policies, practices, philosophy, systems, and demographics. In addition, every employee of each company being evaluated completes a confidential survey that measures their workplace experience. According to *Outside,* winners value productivity in combination with an active, eco-conscious lifestyle, for a fulfilling experience inside and outside the office.

Among TBL’s employee-first policies that helped it win inclusion in Best Places to Work are its unlimited time-off policy, generous family leave (including maternity, paternity, adoptive families, single adoptions, same-sex partnerships), “Bagel Thursdays,” office bikes for lunchtime rides, stocked refrigerator (i.e., craft beers, healthy drinks, snacks, etc.), commitment to diversity, equity, and inclusion, paid volunteer days, spot bonuses (from peers and leadership), summer Friday hours throughout the year, and a book club.

---

### Expanding our Capabilities, TBL Continues Rapid Growth

Source: https://thebrandleader.com/expanding-our-capabilities-tbl-continues-rapid-growth/

The Brand Leader (TBL), a premier advertising and marketing agency, specializing in enhancing clients’ brands, announced the launch of a new public relations group as well as multiple new hires to their video and social media teams. **Richard George**, a former executive at Ogilvy Public Relations Worldwide and Publicis Groupe, will lead the new public relations team.

         “We have recognized that our clients demand top-notch services, not just through our creative work of branding, advertising, and marketing. But, as those clients grow, it’s vital to have their communications strategy to similarly be held to the same high standard,” says **[Kyle Duford](/our-team/kyle-duford/)**, TBL’s Executive Creative Director.  “We’ve listened to them, and have decided to invest in adding capabilities like public relations and deepening our content arsenal through video, photo, and social media offerings.”       

Mr. George brings over 25 years of experience to TBL, including serving as a vice president in the New York office of Ogilvy Public Relations Worldwide and as the U.S. Director of Business Operations for Paris-based Publicis. Previously, Mr. George also held positions with The Cargo Agency, Rubenstein Public Relations, and Grant PR and served as the Director of Public Relations for the Public Relations Society of America (PRSA).

         “The Brand Leader’s commitment to strengthening its clients’ brands is evident in the campaigns they have created. Adding public relations as a capability will augment the agency’s already potent approach to crafting solutions that drive results for our clients,” said Mr. George.

---

### 11 awards won in the 2nd annual NYX Awards

Source: https://thebrandleader.com/the-brand-leader-wins-11-awards-in-2nd-annual-nyx-awards/

## Four Grand Prize awards and a Gold for Advertising Agency are among the trove of wins

[Greenville, SC] – September 19, 2022 – The Brand Leader has been named a 2022 eleven-time winner of The NYX Awards, the international Marcom awards for design, print, marketing, PR, and communications. The awards include multiple advertising campaigns, brand identity, website designs, packaging, and photography. 

The second season of the [2022 NYX Awards](https://nyxawards.com/) and the International Awards Associate (IAA) revealed the complete list of winners recognizing and celebrating extraordinary conduct of creativity in different variations of marketing and production content that impacts the general audience across a wide facet of mediums. In all, there were more than 1,200 entries throughout the season. The NYX Awards are open to all individuals and organizations who embody the epitome of creativity within the marketing, communication, design, print, video, and digital mediums, for local, regional, or subscription avenues, as well as both external and internal audiences.

***“It’s always an honor to win anything in our competitive advertising world, so we don’t take this lightly,” said Geoff Wasserman, Founder/CEO. “What’s really special this year is not just the accolades lauded for our client work, but also for our team by winning Gold in the “People & Teams - Advertising Agency” category. ***

“It’s always an honor to win anything in our competitive advertising world, so we don’t take this lightly,” said Geoff Wasserman, Founder/CEO. “What’s really special this year is not just the accolades lauded for our client work, but also for our team by winning Gold in the “People & Teams - Advertising Agency” category. 

Winning for their people is not foreign to The Brand Leader, which has notably won four Best Places to Work awards in the last two years, including the coveted [#2 Best Place to Work slot for South Carolina earlier this year](https://thebrandleader.com/the-brand-leader-wins-second-consecutive-best-places-award/). 

“We’ve been unbelievably fortunate,” said Director of Client Services Ashley Galloway. “This not only showcases the work we’re committed to delivering for our trusted partners and clients but honors our equally hard work in developing an agency that is built on purpose and meaning.”

Notable wins for the agency included client work for tech company [Panzura](https://panzura.com/), new footwear brand [Erem](https://eremlife.com/), European-based cycling apparel brand [Megmeister](https://www.instagram.com/erem_footwear/?hl=en), direct-to-consumer winemaker [In Good Taste](https://ingoodtaste.com/), [Victory Baptist Church](https://victorybc.com/), and internal work for their 2021 Holiday Cards and Duford’s 2021 memoir. 

“In the 2022 NYX Awards, it is so thrilling to have received an uncountable number of entries with media branding messages that not only consists of innovative notions but overflowing with professionalism and exceptional marketing content as well!” proclaimed Thomas Brandt, spokesperson of IAA. “It is a proud and honorable moment for audiences globally and the entire industry to witness the emergence of the best strategic executions of the century.” 

The NYX Awards 2022 honors were conferred in over 100 different categories, including Company of the Year, Most Resilient Company, Fastest-Growing Company, Most Innovative Company, Best Place to Work, Customer Service Department, Executive of the Year, Finance Executive, HR Executive, Most Innovative Product, Enterprise Product, Best New Product, App, CSR Program, Environmental Program, Website and Newsletter of the Year.

**About The Brand Leader **
Founded in 1999, The Brand Leader is an advertising and branding agency headquartered in Greenville, South Carolina. The Brand Leader is in its 23rd year, focused on transforming great companies into unforgettable, strategically positioned brands for global clients. 

**About The NYX Awards**
The NYX Awards is a leading international awards program that recognizes, celebrates, and provides acknowledgment favoring all who possess extraordinary caliber across all facets of industries and mediums, specifically in the fields of marketing, communication, advertising, creativity, public relations, graphic design, print, digital, video, and audio. NYX simulates monumental achievements of boundless industries, viewed as a symbol of the highest standards for those who bear it.

-###-

---

### &#8220;Best Places&#8221; award goes to The Brand Leader for second straight year

Source: https://thebrandleader.com/the-brand-leader-wins-second-consecutive-best-places-award/

TBL was named for the second consecutive year as a** Best Place to Work** in South Carolina. Now in its seventeenth year, business publisher [SC Biz News](https://scbiznews.com/) created this program in partnership with the South Carolina Chamber of Commerce and Best Companies Group to identify, recognize, and honor the best employers in the state of South Carolina. 

“It’s one thing to win awards for our work,” said [Kyle Duford](https://thebrandleader.com/team/kyle-duford/), Executive Creative Director. “But it’s a whole new ball game when it comes to our workplace culture. This is truly a reflection of our people and tireless commitment to placing them first.”

The [2022 winning companies](https://scbiznews.com/news/business-services/82264/) were announced earlier this week and include 119 total companies across the state that entered a two-part survey process to determine the Best Places to Work in South Carolina. The first part consisted of evaluating each nominated company's workplace policies, practices, philosophy, systems, and demographics. The second part consisted of a confidential employee survey to measure the employee experience. The official rankings will be announced on Aug. 18th at the Columbia Metropolitan Convention Center during the annual awards ceremony. 

Since winning their first award in 2021 — and subsequently, another Best Place to Work from *Outside *magazine — the award-winning creative team at The Brand Leader has expanded to just under 30 staff and onto an international stage, winning bids from clients across the country and in Europe. “As we have grown,” said Founder/CEO [Geoff Wasserman](https://thebrandleader.com/team/geoff-wasserman/), “we’ve doubled in size, sure, but we have doubled-down on what matters to us as individuals, and that’s what makes a great culture.”

### "We’ve tried to create a place where collaboration lives in a way where individuals help one another while they jointly serve the needs of a client."

“We’ve tried to create a place where collaboration lives in a way where individuals help one another while they jointly serve the needs of a client,” continued Duford. “As a growing advertising agency into our third decade,, we try to practice that spirit of boundless collaboration. I firmly believe in growing people, and if we succeed there, we can succeed anywhere.”

# # # # 

---

### Breaking Down a Brand Audit

Source: https://thebrandleader.com/breaking-down-a-brand-audit/

You go to your primary care provider for recurring check-ups and physicals. You take your car in for routine maintenance and upkeep. You, hopefully, go regularly to your dentist to have your teeth checked out, too. When it comes to things that are ever-evolving—your health, the wear and tear on your brakes, etc.—it’s imperative that you are consistently inspecting them to see how they’re holding up and where changes need to be made, if any. The same is true for your brand. This can, and should, be done by performing routine brand audits. 

## What is a brand audit?

A brand audit is essentially a way to define the strengths and weaknesses of your company’s overall brand strategy and give you actionable takeaways for improving your performance. By taking a long, hard look at your position in the marketplace—and the elements of your brand that lend themselves to that ranking—you allow yourself to spot holes in your brand blueprint that could ultimately be affecting conversions, customer loyalty, and the overall perception of your brand.

Conducting a comprehensive brand audit gives you valuable information about the overall health of your brand. Some of this information may include:

- The expectations and impressions of your target audience and customers

- How your brand ranks among competitors in the space

- Where there are gaps and room for improvement within your brand strategy

- Which platforms are most effective for connecting with your ideal customers

- Which of your efforts are the most fruitful versus low performers

When you audit your brand, you’re essentially taking off the rose-colored glasses and looking at your efforts through a more critical lens. You have to be ready to identify what’s working and what’s not, and then take action to capitalize on the good and make changes to course-correct the bad.

## Why should you conduct a brand audit?

If you’re like most people, you have worked tirelessly to get your brand to where it is—and that’s nothing to shake a stick at. You have scrutinized every aspect of your strategy, from choosing brand colors to picking a tagline to mapping out the flow of your homepage. But making those decisions is not a means to an end—it’s a process that should be continuous and evolving for as long as your brand is alive. And despite how the saying goes, when it comes to brand positioning, ignorance is certainly not bliss. Building a brand is not a “set it and forget it” kinda gig. You must be constantly monitoring your performance and making sure the choices you made are adequately serving your brand. For example, if you installed a pop-up banner on your website with the goal of converting site visitors into leads, that should be only the beginning of that initiative. Not only is it bad practice to be unaware of its performance due to the fact that you can’t then make changes to make it more effective, it’s also not a good look to the stakeholders and those invested in the success of your campaigns. 

So, of all the tools available to you to measure the effectiveness of your methods, why a brand audit? At first glance, it may seem like more trouble than it’s worth. You are collecting and analyzing large amounts of data—both on- and offline—some of which is difficult to quantify and track success or failure. However, knowledge = power. The more you know about how your brand is performing, the better equipped you are to pivot where things aren’t flourishing and capitalize on the parts you’ve already gotten right. 

Once an effective brand audit is completed, what’s left are the answers to questions that keep marketers and business owners up at night—where do we rank among our competition? Where are we wasting efforts? What’s the best way to engage with our target audience? How can we best delight our customers? All this and more is examined under a microscope with a successful brand audit.

## What is evaluated by a brand audit?

So you’re convinced, it’s time for your company to engage in a brand audit. Where to start? In most cases, you’re going to want to dissect the following components of your brand:

- **Your brand values. **What does your company stand for? What are the qualities you want your brand to exude, and how are you communicating that to the world? People are more likely to do business with brands that they feel reflect their own ideals and beliefs, so it’s crucial to your success that you make sure that you’re not only loud about what those are, but also that you are living them in every aspect of your brand’s experience.

- **Your social media. **It’s not just about vanity metrics like how many followers you have or how many likes you get. This step is to find out how effective your efforts are on your chosen social media platforms. Do you have the right kind of followers? Are you posting content that your audience wants to see and engage with? What are your competitors posting, and how are people responding to it? Are you inserting yourself into the conversations that you want your brand to be a part of? Are there platforms that don’t serve your brand that you can eliminate from your strategy? Going through your social media with a fine-toothed comb will arm you with the information needed to harness the full potential of the available platforms.

- **Your SEO performance. **While this does include the obvious—like where you rank for [branded and non-branded keywords](https://thebrandleader.com/blog/branded-non-branded-keywords-what-are-they-and-why-do-they-matter/) on search engines—this leg of the audit should go deeper than that. You should take a look at the demographics of your website traffic. Do the people coming to your site align with your target audience? If not, determine what changes you can make to attract them. How are people finding your site? If they’re making their way into your corner of the universe by searching for terms that don’t apply to your offering, you need to adjust your strategy. Two other important metrics to examine are your bounce rate and conversion rate. If people are leaving your site after landing on your homepage, or navigating your website and not taking the desired action to convert, what can you do to encourage them to stick around and turn into leads or customers?

- **Your overall design. **While it’s important to remain visually consistent, sometimes changes need to be made to better represent your brand. One effective way to inspect this part of the brand audit is by comparing the components of your design to the framework set by your [brand archetype](https://thebrandleader.com/blog/what-are-the-12-brand-archetypes/). For example, if you’re an Explorer brand, it is unlikely that using colors like pale pink in your branding are conveying the right message. Is the imagery you use helping to establish the essence of your brand? Are your fonts lending themselves to your voice and tone? There are many elements that go into this section of the audit, but refining the visual aspects of your brand goes a long way in creating a consistent perception of your company.

- **Your communication strategy. **It only makes sense that if you are evaluating your brand performance, you should take into consideration the ways in which you are communicating with your audience. If you’re sending emails, what are the commonalities in your best-performing campaigns? Are there certain subject line characteristics that lead to better open rates, or certain CTA verbiage that gives you better conversion rates? Are you missing opportunities to interact with your customers and further establish brand loyalty? All this and more should be taken into account.

- **Your website. **In an increasingly digital world, having a usable, intuitive website is critical. Taking a look at where visitors drop-off can tell you a lot about where there are gaps in your site’s journey. Why are people adding items to their carts and not checking out? What actions are visitors taking that lead to conversions vs. the pages that lead to them leaving your site? It is unlikely that your company will require an entire site overhaul following a brand audit, but it should point out small changes that can be made to drastically improve your site’s performance.

- **Your content strategy. **What areas would you like your company to be considered an expert on? Do you have content that answers the questions that your audience is asking? Have you created content that can be repurposed? And where does your content rank in comparison to your competitors? And of course, like we always say, you should never get caught in the trap of creating content just for content’s sake. You create content with a goal in mind for the reader. Does your current content lead the reader to a next logical step? Content and conversions should be married in your mind, and you should never consider one without the other. 

- **Your competition. **Last but certainly not least, how do you stack up against companies offering similar products or services in your space? What differentiates you from the rest of the noise, and are you properly promoting that to your audience? It is imperative to have a grasp on what your competitors are doing and how you measure up against them. In order to beat the competition, you have to know and understand them.

Executing a brand audit takes time and resources, but the payoff can entirely change the game for your brand. And we’ve got even better news—you don’t have to do it alone. Here at The Brand Leader, we’ve conducted countless audits on brands of all sizes, industries, and maturity levels. From start-ups with no discernable marketing department to industry giants with large teams of dedicated branding specialists, there is always something to be learned from a comprehensive brand audit. (The healthiest brands perform audits every six months to a year!) Trends change constantly—you have to make sure that your brand is changing with them, not getting left in the dust. We would love the opportunity to review your brand with you and provide you with specific, actionable recommendations for improving your stance in the marketplace. If you’re interested in leveling up, let’s chat.

---

### TBL Named one of Outside Magazine&#8217;s Best Places to Work

Source: https://thebrandleader.com/tbl-named-one-of-outside-magazines-best-places-to-work/

[The Brand Leader](https://thebrandleader.com/), a branding agency specializing in strategy, design, and digital, headquartered in Greenville, South Carolina, was named an honorable mention in *Outside* Magazine’s 2021 Best Places to Work. *Outside* Magazine, in conjunction with their research partner [Best Companies Group](https://bestcompaniesgroup.com/), has been naming companies to this list since 2007. The Brand Leader was the only company in all the Carolinas to make the list. 

To be considered for participation, companies had to fulfill the following eligibility requirements:

- Be a for-profit or not-for-profit business or government entity

- Be a publicly or privately held business

- Have a facility in the United States

- Have a minimum of 15 employees working in the United States

- Must be in business a minimum of one year

- Produce products and/or provide services that align with the core principles of Outside Magazine

Companies from across the nation entered the two-part survey process to determine *Outside* Magazine’s 2021 list of Best Places to Work. The first part consisted of evaluating each nominated company's workplace policies, practices, philosophy, systems, and demographics. The second part consisted of a confidential employee survey to measure the employee experience. 

“Being recognized by *Outside* is an incredible honor and really speaks to the culture we’ve worked so hard to build here at The Brand Leader,” said ECD/Agency Director, [Kyle Duford](https://thebrandleader.com/team/kyle-duford/). “The outdoors and being active is part of our daily lives here and it’s something that’s not only part of our DNA in this amazing city of Greenville, but part of our brand pillars, too.” 

Recently, The Brand Leader has worked on outdoor and active lifestyle clients including PowerBar®, Supra Functional Food Bars, 2FIFTY9, and ECHOS Communications. 

You can view the full list of winners [here](https://www.outsideonline.com/culture/essays-culture/best-places-to-work-2021/).

---

### Finding Your Brand Voice

Source: https://thebrandleader.com/finding-your-brand-voice/

## **Creating a communication style that sets you apart**

Can you imagine a world without voices? What would NIKE be without “Just do it” or its iconic campaigns celebrating female athletes? How about a world without Go Daddy commercials or the Budweiser frogs? (Ok, we may be dating ourselves, but you get it.) Without engaging content delivered by compelling voices, everything would just be... visual. 

A **brand voice** is an important part of your overall brand identity. Not only does it allow you to relay specific details about your products or services, but it also helps customers decide whether or not they want to do business with you. If you’re looking to create lasting relationships with loyal customers, your brand voice needs to be clear, distinct, and consistent.

### What is a brand voice?

Your brand voice communicates who you are. It’s the way your company relates to your clients and customers. Like a person’s voice and speaking style, it’s specific, individual, and recognizable. The way you talk to your audience — from web copy and social media posts to emails and marketing collateral — gives your brand a distinct personality. Your voice determines whether people view your brand as serious, playful, energetic, or knowledgeable. (The specific nuances in how you speak to various audiences are informed by your *tone*.) 

Here at The Brand Leader, we like to say that a brand is an emotional connection between a business, product, or service and a customer (or potential customer). A clear, consistent brand voice helps your customers start to establish that connection. Better yet, being consistent with your voice strengthens that connection and ensures loyalty. It’s been shown that **70% of emotionally connected customers spend twice as much as those who don’t have one**** **([source](https://www.capgemini.com/wp-content/uploads/2017/11/dti_loyalty-deciphered_29nov17_final.pdf)), so it’s not only good for the brand, it’s *great* for the business.

### Why does brand voice matter?

Regardless of your industry, you have competitors — companies fighting for the attention of your customers and potential customers. If you want to stand out, you have to be memorable. A well-designed logo may catch someone’s eye, but in an age where the average person would rather scroll through their social media feed than spend time on a website, consumer attention is fleeting. If the way you talk about your products, services, or solutions isn’t engaging, you’ll struggle to get more than a passing glance in the marketplace. 

Think about the people you enjoy spending time with. There’s something about the way they talk, tell stories, and interact with you that makes you choose their company over the company of others. Your brand voice has the same impact on your customers. There needs to be something about the way you communicate that keeps them coming back — even when they’re not actively making a purchase. A well-crafted brand voice can make that happen.

### How do you develop a brand voice?

Crafting a clear brand voice is a critical step in creating a consistent brand identity. The good news is that you get to choose your brand voice. If you don’t like your current voice, you can improve it. If you’ve never taken the time to consider how you’re communicating, you can start fresh. While every brand is different, we encourage the brands we work with to follow some simple steps to identify and create the voice they want. 

- **Determine your **[brand archetype](https://thebrandleader.com/blog/what-are-the-12-brand-archetypes/)**. ****
**Branding is about storytelling. If every customer is the hero of their own story, your brand archetype is the character your company plays in their story. Having a clear idea of your role will help you decide how to communicate. If you’re a ruler type, you wouldn’t be playful. But if you view your brand as more of a jester, a serious voice would seem strange.

- **Clarify your brand purpose.**
Why does your business exist? What do you do every day to accomplish your goals? What qualities are most important to your brand? The answers to these questions (commonly known as your vision, mission, and values) will drive the content of your messaging. This step is important because when it comes to your brand voice, what you say is just as important as how you say it.

- **Know your audience.**
To know what type of brand voice to use, you need a clear understanding of your ideal customer. What are their likes, their needs, their motivations, and their aspirations? Once you understand the personas of your ideal customers, it’s easier to [communicate in a way that helps them form an emotional connection](https://thebrandleader.com/blog/emotionally-connecting-with-brands/).

- **Keywords are the … key.****
**If your voice is going to be consistent, your brand messaging will revolve around a set of keywords. To determine your keywords, think about how you would want people to describe your brand. Do you want to be seen as friendly? Professional? Technical? Imaginative? When you settle on three to five words that capture the essence of your brand, use those words to inspire your voice.

****

- **Get into character.
**This is the fun part. With your purpose defined and your audience in mind, you can start thinking about how you want to communicate. If it seems a little awkward at first, think about your brand as a person. How would they interact at a party? Would they be loud and confident, demanding attention? Would they be the charismatic host spinning stories with good-natured humor? Ultimately, your brand plays a role in each customer’s story. Ideally, it should be a role you enjoy.

If you’ve ever been the person we described at the start of this article — the one accidentally stuck on mute — you know the panic and embarrassment that sets in when you realize you’ve been without a voice. You want to scramble, unmute yourself, and make up for lost time. 

If you’ve never developed a brand voice or dislike your current voice, you may be tempted to react in much the same way. Please don’t. Your brand voice is a big deal; it deserves careful thought and planning. Whatever you do, don’t rush the process. A clear, consistent brand voice is worth the time it takes to find it.

*[Rich Hefty](/team/rich-hefty/) is the Sr. Copywriter at The Brand Leader and is also the breather of life into new brands' voice and tone documents. *

---

### TBL Relaunches Legacy Brand PowerBar’s New Website

Source: https://thebrandleader.com/tbl-relaunches-legacy-brand-powerbars-new-website/

The Brand Leader recently partnered with Pivot Nutrition to launch the new [PowerBar® website](https://sport.powerbar.com), refreshing the e-commerce experience for both mobile and desktop, and reimagining the iconic sport nutrition company’s brand through a strategic redesign of marketing collateral, social media, and advertising.  

Founded in 1986 in Berkeley, California, PowerBar is the original fuel for athletes. After Pivot Nutrition gained the exclusive rights to distribute PowerBar in the United States in 2018, company leadership set out to rejuvenate the brand in a way that would give it new life in the US, resonate with longtime PowerBar consumers, and connect with a new generation of athletes. Understanding the unique challenge of this branding endeavor, Eric Zaltas, Pivot Nutrition’s founder, reached out to longtime friend, and former *Inside Triathlon *editor, Kyle Duford, now the Executive Creative Director of The Brand Leader.

As Zaltas and the Pivot Nutrition team strategized the brand refresh, they worked with The Brand Leader, identifying four primary goals for the initiative:

- Give the brand a bold, high-energy look and feel.

- Create messaging that resonates with endurance athletes who want to perform at their best. 

- Highlight the science behind PowerBar product development.

- Streamline the user experience, and makes it easy for customers to find and purchase the products they need.

With these objectives in mind, The Brand Leader directors worked with the agency’s designers and developers to create a best-in-class website that breathes new life into the legacy brand and helps PowerBar accomplish their goals.

"PowerBar has been fueling my endurance activities since the early 1990s, so it's been a blast to be able to work with the brand in its latest phase," said Duford. "We took great care of this legacy brand while still injecting it with a new look, feel, and energy. Our goal is to help Pivot Nutrition sell more units than ever before, and with their new website, that task will be easier than ever."

Discussing the strength of the partnership, Zaltas shared, “Since we started working with The Brand Leader, it feels like we've created a bigger team, yet the same team. I've worked with agencies throughout my career, and the best ones are when you feel like you're working with a team — I feel that with The Brand Leader. The spirit is the same. It's a sporting spirit, and it feels like [TBL] are trying to be inside what we're trying to do. And you have to *be in* it to do something cool and creative."

Focusing on the deliverables of the project, Zaltas added, "What I really like about the new site is that while it's simple graphics and colors, everything plays together nicely. Even the slant of the PowerBar logo is evident throughout the site. It all plays together very nicely." 

To learn more about PowerBar’s innovative product line and view The Brand Leader’s web design, visit [sport.powerbar.com](https://sport.powerbar.com). 

---

### TBL Named a Best Place to Work in SC

Source: https://thebrandleader.com/tbl-named-a-best-place-to-work-in-sc/

[The Brand Leader](https://thebrandleader.com/), a branding agency specializing in strategy and design and headquartered in Greenville, South Carolina, was named a Best Place to Work in South Carolina. Now in its sixteenth year, [SC Biz News](https://scbiznews.com/), the market leader in business publishing in South Carolina, created this program in partnership with the South Carolina Chamber of Commerce and Best Companies Group to identify, recognize, and honor the best employers in the state of South Carolina. 

The list of winners included 81 total companies. To be considered for participation, companies had to fulfill the following eligibility requirements:

- be a for-profit or not-for-profit business or government entity;

- be a publicly or privately held business;

- have a facility in the state of South Carolina;

- have a minimum of 15 employees working in the state of South Carolina; and

- be in business a minimum of 1 year

Companies from across the state entered the two-part survey process to determine the Best Places to Work in South Carolina. The first part consisted of evaluating each nominated company's workplace policies, practices, philosophy, systems, and demographics. The second part consisted of a confidential employee survey to measure the employee experience. 

“Winning external awards for our work is an honor, but there’s something very special to us about being a Best Places to Work winner because, due to the award’s inherent anonymous process, it gathers transparent feedback from our entire team,” said [Geoff Wasserman](https://thebrandleader.com/team/geoff-wasserman/), Founder/CEO. “It’s an internal gut check, and a huge benchmark of success for us. As we’ve grown the last 18 months, we challenged our new leadership to make elevating our culture and improving the quality of life for people a top priority, and we believe it’s been the single driving force behind our growth as a firm."

“It’s really a reflection of the culture we tried to create here, and our team's continued commitment to embrace and take ownership of that culture,” said ECD/Agency Director, [Kyle Duford](https://thebrandleader.com/team/kyle-duford/). “We believe in growing people, and if we can provide a great work environment, we can achieve that goal.”

The ranked companies will be recognized at an in-person awards ceremony on August 5, 2021, at the Columbia Convention Center. The rankings will be published in the August 2021 issue of SCBIZ magazine.

---

### Branded &#038; Non-Branded Keywords: What Are They and Why Do They Matter?

Source: https://thebrandleader.com/branded-non-branded-keywords-what-are-they-and-why-do-they-matter/

When it comes to ranking in Google, your keywords will fall into two major buckets: branded keywords and non-branded keywords. So what’s the difference? Why does this distinction matter? Aren’t all keywords good? Let’s take a closer look at branded and non-branded keywords and see what they mean for your brand and search.

## What are branded keywords?

Brand keywords are searches that directly match your brand name, variations of your brand name, or your product’s branded name. For example, “Amazon,” “Amazon Basics,” “Amazon Alexa” are all clearly brand and brand-related keywords for Amazon. Just for fun, let’s look at Fi'zi:k, this brand is known for selling bike saddles, cycling shoes, and accessories. In their case their branded keywords would be “Fi'zi:k”, “Fi'zi:k saddle”, or “Fi'zi:k tempo”, the latter being the name of one of their saddles. You get the point. 

## Advantages of strong brand awareness for keyword ranking

The bigger your brand awareness, the greater the volume of branded traffic. Typically, when you search by brand, it’s because you already have an affinity for the brand or its products. You know they’ll likely have what you want once you get to their site. From a brand standpoint, this is a great place to be. Those who search for your brand are more likely to purchase your product or do business with you because they’re essentially a warm lead, as that trust has already been established.

Leaning into the previous Amazon example, you can see below that they get approximately 124 million organic searches from the brand query “Amazon” per month. 

Understandably, if you’re a lesser-known brand, your monthly brand searches will probably be considerably lower. But that’s ok — everybody has to start somewhere, right? 

## Disadvantages of only ranking branded keywords

If you’re a lesser-known brand, one of the obvious disadvantages is that with less brand name awareness, you’re not going to get as much traffic from brand queries.

For this example, let’s take a look at Fi'zi:k again. As you can see in the image below, they generate an average of 8,100 brand name searches each month. Now, a total of 8,100 organic searches per month isn’t necessarily bad, but if Fi'zi:k  only ranked for their brand name, that strategy would cap their organic traffic and visibility. It’s also important to realize that not all of this traffic will click into the site. Many searches produce zero clicks, as information like location, hours, and phone number can be found in the SERP, or in the case of eCommerce businesses, users could click into another site that ranks on page one. 

If you’re not focused on broader SEO goals and ranking keywords related to your brand, product, service, and audience, you’re limiting your website’s traffic potential.

Brand traffic will always be tied to brand awareness. Your brand traffic will grow as awareness of your brand grows. If you’re not actively marketing, building your brand awareness will be a slow process. If you’re only relying on brand keyword traffic, you’ll keep hitting a ceiling and need to push into new markets and use new marketing initiatives to break through.

Users who are already familiar with your brand are mid-low funnel. If they make up the bulk of your search traffic, you’re missing out on that critical top-funnel awareness phase of the user journey.

## What are non-branded keywords?

Non-branded keywords are the broader keywords related to your business. This could be the products you sell, services you offer, or content addressing your audience’s specific pain points.

For example, since you make bike saddles, “bike seat” would be a broad keyword outside of your brand term.

Looking at the SERP below, we can see Amazon is ranking on top for this term, although it is not a brand keyword for them. Using SEO, they’ve created targeted landing pages for product categories. In this case, we can also see that the keyword is so broad that Google is also putting content at the top of the page to help users who are higher up the funnel research the best bike saddles.

Ranking for non-branded keywords opens a huge opportunity for your business. It increases the likelihood that you’ll acquire traffic that’s new to your brand. By knowing your keywords and the intent of the SERP, you’ll know how to optimize your site for these users.

For Fi'zi:k if they ranked for this broad term the search volume is three times greater than that of their brand name. On keywords and results like this sometimes the strategy is more than just trying to get your site on page one, it could be using off-page SEO stratgies to get into the review/best of post on page one. This then creates the brand awareness and helps move the user to a brand search or clicking a link in content to your site.

## Types of non-branded keywords

When it comes to non-branded keywords, we can separate them into two distinct categories: keywords with commercial intent and keywords with research or knowledge intent.

### Commercial intent keywords

Commercial intent keywords are product- or service-driven. If you’re an eCommerce company, it’s critical to have your categories/collections optimized for the right keywords and then dial them in even further with your product pages. For service-driven businesses, this can be accomplished by creating a page that clearly explains your services and proactively addresses the questions users routinely ask about them. This may be oversimplifying it a bit, but it’s a foundational block towards optimizing your site for non-branded commercial intent keywords.

### Research intent keywords

Some people refer to Google as the answer engine. If you think about the searches you’ve made today, there’s a good chance most of them have been questions. If you’re like most people, when you research topics, make decisions on what you want to buy, or try to decide where to go out to dinner, you turn to Google for those answers. 

Using non-branded, research intent keywords may be one of the most effective ways to grow your audience and site traffic. By answering questions well and positioning yourself in all the right SERPs, you’ll develop valuable brand awareness. All these efforts combined will increase conversions and build future brand-aware traffic.

## Why ranking for non-branded keywords is important

When you’re not solely relying on your brand name to drive traffic, you’re opening up so many more opportunities. Your brand keyword traffic can be limited, so by optimizing for non-brand keywords with commercial intent pages and research intent content, you’ll be reaching your audience at each stage of their journey.

The brands that are winning online rely on more than just their brand name. They know what their potential customers are searching for and optimize their site pages and content accordingly. By delivering value to users during the research phase, they’re helping prospective customers feel more comfortable visiting their site at the commerce phase. The beauty of this approach is that it can work for your brand as well. 

## How do I know what keywords my site ranks for?

Now that you know the ways users could potentially be finding your site, it’s best to load up on the data to help guide your strategy. Here are a few of the best ways to find out what keywords users are searching for when they find your website:

- **Google Search Console:** This is a free tool from Google. If you haven’t set your site up on Google Search Console (GSC) already, you’ll want to do so as soon as possible. If you’re newly added to the platform, your data will be limited. Google Search Console will show you the keywords/queries users are searching and that Google is giving you impressions for. If your report shows all brand keywords, you know you need to close the gap with non-branded keyword optimization.

- **SEMRush, Ahrefs, Moz:** These are paid SEO tools that can arm you with a ton of insights about how users are finding your site and the keywords they’re using to do this.

- **Professional SEO Audit:** Sometimes, it just makes sense to call in an expert. You can gather insights from Google Search Console and the paid SEO tools; however, knowing how to convert these insights into actionable strategies requires experience. 

At The Brand Leader, we love launching new brands and growing existing brands, in not only cycling and the outdoor space, but also tech, medical and finance. If you feel your brand needs more awareness or you could use help with your website strategy, we’d love to connect. 

*[Tim Hill](https://thebrandleader.com/team/tim-hill/) is The Brand Leader's Director of SEO Best Practices.*

---

### Choosing an Agency for a Rebrand

Source: https://thebrandleader.com/choosing-an-agency-for-a-rebrand/

Choosing the right agency for your rebrand is a hard, but key step in the process. Rush it, and you’ll regret it.

## Agency Experience

Take a look at the longevity of the agency. You don’t need a decades-old thoroughbred, but ensure the group isn’t brandspanking new, either. Like a restaurant, you may not want to go during the opening week when kinks are being worked out and recipes still being dialed-in. Just as important, is the length of time the individual team members have been employed there. Not only is it an indicator of inside business habits and happiness of the team, but also how well they gel with one another. Any good team needs a few games to play together.

## Cultural Fit

A quite nebulous thought, we know, but [cultural fit](https://thebrandleader.com/about/) is a key detail not to be overlooked when choosing. Try to visit their design studios and get to know the key team and leadership members on their turf. How the team addresses and respects each other is a sign of how they’d be with your staff, and while little things like the type of music playing may seem innocuous, over a four-month branding project, it may just drive you crazy.

High quality work, skilled, efficient execution, combined with a deep understanding of our purpose and core values. You keep vendors at arm’s length and dictate expectations. With a partner, there’s negotiation, compromise, and continued growth. When you find a partner that’s talented, honest, has like-minded core values, and a genuine desire to see the relationship be the best it can be — those are the ones you hold onto.

— BRIAN MCKAY, CEO, SPERO FINANCIAL

## Fit For Your Sector

If you’re a medical business, you wouldn’t trust your branding efforts to an agency with only financial brands under their belt. Ask to look at recent client work, and ask questions to see if the team knows your industry. They don’t need to be experts, but a modicum of knowledge eliminates a potentially large learning curve during your project’s initial branding phases.

## Capabilities

There many types of agencies that focus on many parts of the process or a combination of them: advertising, copywriting, branding, social media, marketing, public relations, or web and e-commerce. A “full-service” agency does it all, which you may or may not need. Many specialist agencies focus on their core competencies. Depending on the size of your internal team and where their focus lies can help steer your decision.

Think that The Brand Leader might be the agency for you? See [how we measure success](https://thebrandleader.com/working-together-7-criteria-for-success-the-brand-leader/) with our clients.

---

### Budgeting Your Rebrand

Source: https://thebrandleader.com/budgeting-your-rebrand/

Budgeting for your rebrand is a fundamental part of the process for any business. However, it’s not unlike the question of, “How much does a car cost?”

“Well, do you want a VW or a BMW?” Both are great cars — undeniably — and you can’t go wrong with either one. What you get with each one of them, however, is vastly different. There may be elements you don’t need, and some that are incontrovertible. A brand redesign or refresh isn’t so much different. Take a look at some individual items to see where your needs (and resources) may fall.

## Know Your Resources

Looking at the capabilities of your team is an important step. Who will be handling implementation, execution, and consistency? On the other hand, a larger marketing team could easily help handle parts of the process. Utilize them along with your agency in a joined partnership.

## Upfront Costs

Upfront costs may be few in number, but definitely relevant to consider given some tasks: Trademark search and filing (for new names, if applicable), photography and video costs, or potential new hires may show up in the bucket of expenses.

## Hard Costs

Any project will ultimately have associated hard costs. That is, costs that you’ll incur no matter what agency does your work: printing business cards, signage, marketing materials, website hosting and security certificates, marketing email service providers, and any ancillary tools your teams may use would be part of your hard costs. Add these to your budget. Media buys also need to be factored in. While a branding agency can create an ad template, the cost to create the advertisements won’t cover the cost to place them. So, while many B2B companies spend 8-10% of revenues on marketing and B2C companies as high as 16% — according to a 2019 cmosurvey.org report — expect your rebrand will be in the arena of 15-20% of your marketing budget. That means, on average, a small $2.5 million annual revenue-producing company could spend roughly $70-80,000 on a full rebrand. Remember, this new portion of your annual marketing budget needs to be allocated at the front of your annual planning, and potentially may need to be approved by a board of directors or others. But don’t fret, sometimes the cost can be less.

## Ongoing Needs

Once a brand is created, it needs to be implemented and led. Ever-changing online web graphics, sales, or seasonal campaigns demand excellence and consistency with your new voice and tone, and brand standards. Product launches, acquisitions, press releases, and social media also need to be carefully managed and delivered through this new brand lens. Finding the right agency will help assuage concerns about these deliverables as your business continues to grow.

**Keep Reading: [Rolling Out a New Brand](https://thebrandleader.com/rolling-out-a-new-brand/)**

---

### TBL wins five ADDY Awards

Source: https://thebrandleader.com/addy-awards-winners/

The Brand Leader, a branding agency specializing in strategy and design and headquartered in Greenville, South Carolina, was presented with five ADDY Awards from the American Advertising Foundation of Greenville (AAFGreenville). The ADDYs honor excellence in advertising and marketing, attracting over 40,000 professional and student entries nationwide and making it the industry’s largest and most representative competition.

The agency was presented with two Gold ADDY Awards for their work with upstate credit union [Spero Financial](https://thebrandleader.com/work/spero-financial/) for its work on the formerly-named SC Telco rebrand: one for its “Integrated Brand Identity Campaign,” and one for the rebrand introduction video [Becoming Spero](https://www.youtube.com/watch?v=sKlEf3Hif80) in the “Branded Content and Entertainment for Online Film, Video and Sound” category. The Brand Leader also won three Silver ADDY Awards for work they did for a few of its other clients including one for [NITA](https://thebrandleader.com/work/nita/), a national private investigator online training school based in Orlando, FL, and one for South Carolina education technology company[Clear Digital](https://thebrandleader.com/work/clear-digital/) in the “Magazine Advertising Full Page or Less” category.

It's even more rewarding to know
the work has propelled our clients’ brands forward.

Chris Heuvel, Creative Director

Senior staff members at the award ceremony

“It’s humbling to receive awards for our creative work, and even more rewarding to know the work has propelled our clients’ brands forward,” said Creative Director, [Chris Heuvel](/team/chris-heuvel). “We’re not only excited to keep pushing creative boundaries, but grateful for the continued opportunity to help a broad range of clients in a number of prominent industries achieve their goals in game-changing ways.”

---

### The Burger King Redesign: Through the Lens of The Brand Leader Team

Source: https://thebrandleader.com/the-burger-king-redesign-through-the-lens-of-the-brand-leader/

Designed by the agency Jones Knowles Ritchie, the super-flat design effects incorporate a number of different features — from the custom font Flame, which hearkens back to the Cooper Black of the late 20th century, to the earthy color palette that many of us grew up with. The effect is retro without being dated; fun without being silly; and personable without being obnoxious. 

### Why the Rebrand?

According to Lisa Smith, executive creative director at Jones Knowles Ritchie, there were a few reasons for the [Burger King rebrand](https://www.fastcompany.com/90591634/burger-king-unveils-its-first-major-rebrand-in-20-years)—not least of which was functionality. In fact, many brands undergoing redesigns will do so in order to make their logos and designs more digital-friendly, and as such, flat design is the big trend. 

There is another reason for the company rebrand, however — to emphasize freshness in a time where fast food is losing traction in favor of healthier alternatives. As Smith told *Fast Company*, “We wanted to use design to close the gap between the negative perceptions people have of fast food and the positive reality of our food story by making the brand feel less synthetic, artificial, and cheap, and more real, crave-able, and tasty.”

For a few more points of view, we took the Burger King rebrand and put it to our creative team for their insight. Here’s what they told us. 

####
Kyle Duford, ECD

Burger King — along with Pepsi — has long been ok with “being number two,” but that only means being able to punch above their weight and try things that a challenger brand can do. With a smaller ad budget compared to behemoth McDonald’s (Mickey D’s has a 19% market share compared to Burger King’s 5%, according to *Nasdaq*), they have to make their ads, presences, and brand last longer and make more of an impact than that of the leader. This rebrand is a bold new step to change its image to that of a timeless classic, as opposed to a burgeoning new fad. With a ‘90s retro look, and some funky, curved typography reminiscent of the 1960s, the new aesthetic is both unexpected and yet, familiar. 

#### Chris Heuvel, Creative Director

When you look at the new BK rebrand, you can't help but smile. The new look is bold, exciting and refreshing, and they've expertly used colors, typography and illustrations to evoke positive emotions and create a distinct, authentic look.

I love how every decision of the visual brand was based on the idea of being authentic—from the people in their ads (who are actual employees) to the packaging, that has a natural, organic-type look that gives the feeling of freshness.

But authenticity doesn’t stop there. The old logo had a plastic, artificial look, but not anymore! The new logo—while based on the logo from the ‘60s—feels real and natural. They even modified the proportion of the bun to the burger in the logo so it truly looked more like the actual products. 

Even their colors used were modified to look more like their actual food, ingredients and the brand's flame-grilling process — and to a finer degree, the names of the colors are branded, as well: Fiery Red, Flaming Orange, BBQ Brown, Mayo Egg White, Melty Yellow and Crunchy Green

In photography, the shots of the food are taken at a macro level to highlight, not hide, every detail of the food and it's quality — a direct reversal from the standard food photography practice. You can almost smell the flame grilled patty when you look at the image. Finally, The loose style of the hand-drawn illustrations are expressive, artistic and uniquely different from the style of McDonalds, Wendy's, Arby's and the other fast food guys.

Overall, my favorite part of the rebrand is the secondary mark they created. It's expertly crafted to represent the main logo, while cleverly displaying the letters B and K with the mark. Simple, memorable, powerful. That's great attention to detail, even the smallest elements of the brand.

As you can see, the reasoning behind every design decision was carefully thought through. Every element was chosen to represent the commitment to digital-first thinking, improvements in food quality and environmental sustainability.

The best part is that the rebrand doesn't merely display brand new visuals, it uses those visuals to tell a story about what Burger King stands for. They want guests to feel good about their food. 

#### Zach Halleck, Digital Art Director

I agree with the overall direction in that the brand needed an update. The logo itself is nice and strong, and I can see how it will work well across many mediums. The colors also work well — while it is a more subdued color palette, it also still has some punch to it, and ties back to a retro vibe that works with the idea that the brand has been around for awhile. The typography — both in the logo and the typeface that was created — strikes a good balance between bold and strong,  but is also a little quirky, similar to how the Burger King brand’s voice and tone has evolved over the years. In my opinion, the new mark definitely is headed in the right direction in order to stay up-to-date with the ever evolving digital era and the personality of the brand.

####
Lauren Skrade, Associate Art Director

Burger King’s updated logo is simultaneously nostalgic and new. 
The logo refresh is guaranteed to cause the majority of Burger King’s audience to reminisce about their childhood as a version of the familiar logo was used from 1969 to 1999. Sentimental value is a powerful thing to have with any brand, and is especially helpful with redeeming an outdated and poorly-aged identity. 
Everything about this new look is bold, yet approachable; retro, but fresh; and clean, yet full of groovy personality.
 

#### Karl Tremper, Production Designer

Burger King has slowly been transforming from a shiny, corporate machine to a fun, unpredictable and authentic brand. Few fast food brands are able to make this metamorphosis as effectively and creatively as Burger King. Through a series of top-notch marketing campaigns and a calculated switch in brand tone, Burger King has been steadily transforming their identity over the past few years.

Many companies view rebrands as a change in direction for a company, but this rebrand was not a fork in the road for Burger King. True rebrands start with company culture and customer perception, leaving the change in visual identity as the last step to solidify and certify the company’s new Identity, and many other rebrands (like Petco and The GAP) startle and confuse their customers through rebrands that seem unearned. Burger King, however, has been paving the way for this rebrand through many years of hard work and on-point brand messaging. 

While fun to deconstruct, rebrands can be overwhelming if it’s your company looking at one. Fortunately, we can help. If you’re looking to overhaul, upgrade or simply change direction with your company or brand, start with a quick, free download of our [Ultimate Guide to Rebranding for tips on](https://thebrandleader.com/ultimate-guide-to-rebranding/) how to best move forward. 

---

### The Day We Became the Client: Our Rebranding Story

Source: https://thebrandleader.com/our-rebranding-story-the-pain-points-of-a-rebrand/

## Confessions of a Branding CEO Who Became a Client

### Our Rebranding Story: The Pain Points of a Rebrand

For 20 years, I led hundreds of clients through the rebranding process and saw their sleepless nights, their insecurities, and their long conversations with their business partners and clients. I saw their dread as the decision time crept closer, their fears that they were going crazy, and their worry that they were maiming or killing their baby—their brand that they’d build up for years or even decades. I knew all the steps of the process, coached clients through it, and warned them about what they’d think and feel. I told them that everything they were experiencing was completely normal, many times while they were in tears.

But last year, after two decades on the other side of the table leading friends, clients, and companies through this minefield of fear and uncertainty, I had the opportunity to experience the rebranding process myself. Suddenly, I was the one living with the sleepless nights and the nervous business partners. I was the one wondering if I was crazy and worrying that I wouldn’t finish the process in one piece. I was the one who was afraid that I might make the wrong decision and destroy the company I’ve put so much of my life into.

Of course, I had the advantage of knowing every step of the process in advance—which is actually not much of an advantage when you think about it. A surgeon can know every step of a knee replacement or appendectomy but won’t understand the pain until going through it personally.

I also came out on the other side of the rebrand, astonished and grateful for what our team was able to accomplish through the process. I know that going through a rebranding is an incredibly painful experience. And I know that life is better, and clearer, on the other side.  

## What Leaders are Secretly Terrified of When They Rebrand

The main reason a rebranding campaign is so painful is because of the fear that you will inevitably experience. Even if you’re brave, and even if you aren’t usually afraid of taking risks. It’s only rational to fear change, and to fear the unknown, no matter how fearless you are. What may feel less normal, and what may go to the core of your personality and how you view yourself, are the other emotions you’ll experience over the course of rebranding. However, all of these feelings are also entirely normal.

During our rebranding, I experienced:

- A **Grief. ** Every change, good or bad, also brings gains and losses. As people, we need to grieve our losses, even if we’re letting go in order to gain something greater. Trust me, you are likely to go through all five stages of the grieving process: Denial, Anger, Bargaining, Depression and, finally, Acceptance. I knew these five stages inside and out and had even coached our team and clients through them over the years, but the feeling was still, at times, overwhelming for me.

- B **Stuck in Grief. This is related to grief but different. It’s the feeling that you’re not only grieving but also making no forward progress through your grief. You’re stuck—which is, again, perfectly normal. However, it’s critical to recognize that you’re stuck and to figure out why, or else you’ll keep coming back to the same place. Most people become stuck in grief because they try to skip steps and don’t allow themselves to go through each stage of the process. Or, they don’t have anyone to hold them accountable and help them move through the stages. If you don’t do the work to move through the stages and feel each step, you’ll find yourself revisiting the stages post-branding, which will cause the organization to suffer. For example, I have many times seen clients who could not recognize the bargaining phase and then, later, found it impossible to let go of certain brand elements or parts of their culture. This, in turn, created a schizophrenic work environment and breeded employee and customer frustrations.**

- C **Fear of *They*.** Rebranding is an inherently weird process. For me, I was rethinking, and re-envisioning a company that I’d built up over 20 years. I couldn’t help worrying about what people would think and how *they* would respond. What would *they* say? This anxiety was both about people in general and about specific groups—those closest to me and to the project. How would our top clients react? Would they understand the reasoning behind the decision? What about my team members? Would we ever get used to it? Digging deep into this fear, boiling it down, and understanding who *they* really are in the first place can help you overcome this anxiety.

- D **Nostalgia. **This was a surprisingly intense emotion for me, as I walked down memory lane. What’s in a name? Even when you’re rebranding for all the right reasons, because your company has evolved and grown, you’re getting to the true, authentic core of what you do, and you’re responding to the world around you, you’re still going to feel the sense of time passing. It’s important to remember that a well thought out rebranding doesn’t ever eliminate the past. Instead, it finds a place in the new brand voice and story to honor it, incorporating the great parts of the history and the decisions that got you to this point while shedding the things that have held the company back.

- E **Loss of Identity.** This feeling is especially painful if you invested a lot in your current brand and it served you well for a long time. In this case, the feeling that you’re giving up part of your identity is even more acute. You have a lot tied to your current identity, so even if you’re excited about the change, you’re still likely to grieve this loss and worry about whether or not people will still recognize you after the change. 

- F **Fear of Expressing Your True Self. ** While it doesn’t seem to make sense on the surface, the fear of expressing and investing in ourselves is very real and very common. There’s a genuine fear of going all-in and, then, expressing that decision to others. The closer your new brand gets to your authentic self and your core values, the greater this fear of rejection will become. If you don’t try as hard as you can, and don’t put your real self on the line, rejection and failure are far less painful.

-

## So, Why Should We Even Consider Rebranding if it’s So Painful?

While all of these feelings and many more (frustration, sadness, surprise, anticipation, dread, and despair, to name a few) are real and perfectly normal—they are also usually over-magnified. When faced with a big decision, we tend to inflate the *What Ifs* and amplify what could go wrong or what we could lose. Legitimate fears and issues do need to be addressed as you go through the process, but the fear is always greater than the reality you’re facing. Or, to put it another way, the potential upside is always bigger than the fear.

What I experienced, and what I’ve seen with clients over the last 20 years, is that rebranding gives you an amazing opportunity to dive deep into who you are and what you do. The fact is, when your business is doing well, growing and evolving quickly, it becomes more likely that you will need to rebrand or, at least, refresh your image. Your success has outpaced your ability to communicate your changing story to others.  

However, the people who matter most, your team members and your best clients, already know your authentic identity. Think about your Top Ten clients. Don’t they already know who you are and the things that you do best? Isn’t that why they’ve become such reliable clients in the first place? In one sense, a rebranding is just a chance for you to close the gap between your story and the authentic you. It’s also an opportunity to get more clients like those Top Ten.

Of course, knowing all this doesn’t automatically alleviate your fears. Here are a few practical ways you can make this journey less painful:

### 1) Seek trusted feedback & insight.

Go to those best clients and top team members to get their feedback and ask for encouragement—earlier rather than later—to relieve the social anxiety and fear of rejection you may be experiencing. Talk only to the people who matter. It doesn’t matter what your neighbor, your mailman, or the barista you see every morning thinks about your brand (hint: unless one of these people is a top client, they probably don’t think about your brand at all and won’t feel comfortable giving feedback!) However, it does matter, immensely, how your leadership team and your best clients feel about the new brand identity.

### 2) Remember that weigh-in equals buy-in.

While the ultimate decision will be on your shoulders, it’s important to give your team members the chance to give you their input. Not only will they be able to point out blind spots or issues that you haven’t considered, but their weigh-in will eventually turn into their buy-in (this fact becomes even more important in Point #3 below). In my experience, the input from my team also resulted in discovering new client opportunities that more than paid for the entire rebranding process. I have seen many times that when companies rebrand, they get:

- Renewed excitement and clarity of vision.

- Referrals from clients and employees who now better understand their product or service.

- Operational advances and ideas for better efficiency.

- Vendors realigning prices with new opportunities.

- Market stimulation through new prospects and past clients who are willing to try again.

- New star employees who are happier with the new brands clearly-articulated vision and become A-players and add new momentum.

Again, don’t involve everybody, as that will quickly become unmanageable and result in even more anxiety and indecision. However, input from a highly invested, highly qualified core team is invaluable.

### 3) Don’t forget internal messaging.

The right internal messaging is perhaps the most important aspect of the rebranding process. The best rebranding effort will fall flat if you focus all your efforts on external messaging and don’t also pay attention to your internal messaging. Your team members are the ones who have to live with the change every day, so you don’t want the announcement to feel jarring to them. Even though your entire team will not be involved in the process, you should let them know that it’s coming as soon as you’re able. Once you’ve decided on the new name and the new visual identity, be sure to invest enough time explaining your thought process behind the decision, how it will affect them going forward, and what they can expect. Your team is also your brand’s biggest ambassador, and every touch point moves clients and potential clients either closer or further away from being a brand champion. So, it’s essential to have buy-in from your team.

### 4) Start early. Roll out deliberately.

It’s important to be both deliberate and decisive when you launch. Remember, it’s more than a name. Another reason you want to begin the process early is because it’s not only about answering the question: “Do we like the new name or not?” It’s also about changing your visual identity, rethinking how you communicate with clients, updating your messaging, repositioning your brand, and even restructuring your business processes, product or services offerings, and corporate culture. While this change of outer identity is a better reflection of who you are, internally, you still need to give those closest to the decision enough time to adjust. Consider starting with a simple landing page that announces the change. A week later, ask everyone to change their email signatures and order new business cards. A couple weeks after that, change your signage, and so on. While you do want a date when you’re officially *launched*, you won’t regret taking your time and communicating the roll out clearly. At launch date, be sure to be decisive and clear in order to avoid confusion. Don’t drag the old brand elements along limping, screaming, and kicking because you just can’t bear to part with them or, worse, because you haven’t been intentional. Cut the cord; make it stick.  

Some of the fears of rebranding are very real. You will have to give some things up, and some short-term opportunities may fall by the wayside. By virtue of saying “this is who I am” you’re also drawing a line in the sand and saying “this is who I’m not.” And that’s always a scary move that entails letting go of certain things. You will have to focus, rather than dabbling. You will have to treat the rebranding process seriously and handle it carefully.

However, you’re also moving closer to your purpose. You’re choosing to create and establish a vision for your company, determine what you love to do—and then making sure that your brand matches that vision and evokes that passion. Ultimately, a real rebranding is just a search for the truth and, while it takes a brave person, it’s also liberating.

### Sound horrible? Sound like your idea of fun? Either way, The Brand Leader can [help](/contact).

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### Working Together: 7 Criteria for Success with The Brand Leader

Source: https://thebrandleader.com/working-together-7-criteria-for-success-the-brand-leader/

Over the years, we found clients would ask us “what should I look for when choosing a firm?” We used to give the surface-level answers about quality, strategy, communication, all that stuff that’s important. But over time we realized that clients, once they get past quickly being able to evaluate capabilities, really can choose from a lot of great firms in our industry who do fantastic work. So as The Brand Leader (see what we did there) we wanted to dive deeper into what makes a great client and marketing partnership. 

So, we took inventory not of what necessarily is unique to us, but of what we have to have (and look for) in deciding if a client is a right fit for us. What we found, unfortunately, is that clients rarely look for this stuff on the front end, but inevitably it’s what erodes or fuels healthy relationships in our business, so we thought we’d share them as insights into what we require. However, perhaps they can also help serve as guidelines for you and your leadership team, if you find another firm, to work on that will ultimately foster a better client/agency relationship.

#### To work together, at The Brand Leader, we need:

### 1.) Vested and Accessible Leadership

We assume you’re making a major decision you believe can transform parts of your organization over time, and that means our success is largely based on making decisions together. If you’re still operating in the “hand it off and let someone else deal with it” mentality, you’re not there yet. That’s ok, we’re just not the generalist agency ready to execute the same-old, same-old to make sure the boxes are checked every year for the board.

### 2.) DNA Match

Anyone can be likeable, but successful relationships require a DNA and values match long term. When we have that, we have speed of trust which means speed of decision-making & execution with minimal concerns about turf, offending legacy employees and other things that trip up typical relationships.

### 3.) Open to Change

Is it evident that both of our leaderships (client AND brand team) are willing to listen? Are we open to flip a paradigm and abandon a predetermined decision path if we discover a better one? Is leadership willing to defend an uncomfortable, bold new creative initiative if it’s rooted in sound rationale, fits vision, KPIs, and plan?

### 4.) Collaborative Listening

We believe listening should be a search for the truth, and turf-agnostic. In 20 years of client meetings, we’ve come to recognize 3 kinds of listening. Two are culture killers and breakthrough idea-squashers; the third transforms organizations:

- A **Listening defensively. ** What if they’re right and I’m wrong, what does that say about me?

- B **Listening positionally. What if they get credit, what does that mean for my reputation and career?**

- C **Listening emphatically and collaboratively. When we and clients both listen empathetically and with a spirit of collaboration and a search for the truth, this is a “we have a match” indicator for us. It’s when we do our best work, dream on your behalf, and are also able to bring out the best in your people.  **

### In short: In relationships and in meetings, we believe life’s too short to have to spend more time dealing with ulterior agendas than to do transformative work.

### 5.) Meetings, Preparation & Reporting

We’ve been in too many meetings that purely existed to present fluff and fiction vs actionable data. We believe in meeting not for the sake of meeting, but if there’s a genuine need to evaluate relevant, revealing and actionable data and performance. If it doesn’t tell us “on track, keep going/change course/stop altogether (1 of 3)”, let’s agree that all of our time is too valuable to have a meeting simply because it was scheduled.

### 6.) Speed of Decisions

Once data’s been evaluated and we’ve collaboratively come to a decision point, if you get paralyzed when inevitable change is warranted, we can’t work together. If you leave decision points and are willing to be nebulous, not declare “yes” or “no”, or have a specific plan and date to involve others required for the decision, we need to reevaluate our relationship, and you should expect the same of us.

### 7.) Transparency

We believe sunlight is the most effective disinfectant. Within the initial 3 months of the relationship, we need to understand budget, revenue, impact ROI has on organization so we can measure investments’ ROI and true impact/success so we can course correct and/or do more of what’s working. And at some step along the way, just like in any relationship, one (or probably both) of us will drop a ball, and there will be the temptation to blame or get offended as we try to catch and correct. However, we spent too many hours in our early years debating over cc or bcc; editing emails before we send them; concerned more about “how will this make the client’s marketing person feel” vs “is this the right, game-changing idea”. So, if we have any inkling of frustration, let’s bring it up, appropriately, immediately, and empathetically, and work through it. Your future (and ours) is too important not to care enough to confront. We’re tough-skinned, we can take feedback, and we think we’re pretty good about compassionately doing the same.

###  

###  

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### How To Know When To Redesign Your Website

Source: https://thebrandleader.com/how-to-know-when-for-website-redesign/

If you’re asking yourself whether or not it’s time to for a website redesign, you’re probably asking yourself the wrong question. The truth is, there is no set rule for how often you should overhaul your website—the answer will depend on what kind of business you’re in, your business objectives, economic conditions, and a myriad of other factors rather than some arbitrary number of years that branding and marketing experts predetermined for you.

The question you should be asking yourself instead: “Is my website consistently delivering the results I hope for?” Or, in other words: “Is my website working well for my business?” When you ask this question, your response will naturally be tailored to your specific business and your goals.

Of course, if your answer is *yes*, then you’re done for now. Don’t fix what’s not broken; keep doing what you’re doing until the results start to change. If your answer is *no*, then you’ve got some work to do to figure out *why* your website isn’t producing satisfactory results.

## 7 Signs Your Website Needs A Redesign

There could be dozens of reasons that your website is no longer working for your business, including your personal tastes and preferences. Perhaps you just don’t like how it looks anymore—that’s just as valid a reason for a website redesign as other, more technical issues.

When assessing your website, be sure to consider all aspects of design, content, and the development, or backend, of the site. Maybe your business has evolved and your site no longer accurately presents your value proposition to potential customers. Maybe your customers aren’t finding your website in the first place due to a lack of SEO. Here are 7 common complaints that we hear from clients who are ready to refresh their websites:

### 1.) Your Site Isn't Generating Leads

This is one of the biggest complaints we hear from our clients. If you have a beautiful website but your lead generation is low, then it’s not a great site for your business. Before you completely revamp your site, you need to spend some time getting to the heart of the problem.

It could be that you aren’t showing up in searches and aren’t getting enough traffic to generate the leads you want, in which case you need an SEO strategy to optimize your site as well as an ongoing SEO strategy once the initial work has been done. The latest Google update prioritizes original, high-quality, current content. One of the best ways to keep your website fresh is adding a blog that explores relevant topics and provides thought leadership, and updating that blog at least couple times a month.

On the other hand, you could be showing up in searches but reaching the wrong audience, which means you need to research your target market to create content that appeals to them more directly. An ongoing SEO strategy, keeping your content fresh, and understanding your audience more fully will not only help you generate more leads but will also improve the quality of your leads.

### 2.) Your Site Isn't Converting Leads

So you’re getting enough leads, but very few of those users are converting into customers? If you’re getting plenty of traffic and you believe you’re reaching the right audience but not converting, take a look at your user experience.

Does your site have clear calls to action (CTAs)? How do visitors move through your site? Is the path clear? Can a casual visitor understand what you do or what your offer is after spending 5-seconds on your homepage? Can users access your site how they want, when they want, and from whatever device they want? Focus on the customer journey. Redesigning your website just so you can say that you have won’t get you the results you’re looking for—it’s important to think through the site and approach it the way a potential customer would first. As you rethink your design, be sure to begin establishing KPI’s and other analytics so you can create a conversion rate optimization plan for your site.

### 3.) You’re Experiencing High Bounce Rates

If you’re getting good traffic but the majority of your visitors are bouncing, there are several possible explanations. First, it could be that your pages takes forever to load and you need to reengineer your site’s backend. Nobody waits for a site to load anymore. Under 4 seconds for a desktop and under 3 seconds for mobile should be your goal.

Second, it’s possible that you’re showing up in irrelevant search results, so your site is pulling in traffic that doesn’t belong. For example, if you’re showing up in search results or running Google Adwords for ‘office furniture’ but you only sell a high-quality standing desk converter, you’re going to bring in visitors that aren’t looking for your product. Be sure that your visitor knows what they’re getting before they arrive on your site by writing strong headlines and good meta descriptions as well as targeting your Adwords. Lastly, your site could be difficult to navigate or have uninspiring content with no clear CTAs. A redesign that focuses on creating multiple points of entry, clear pathways through your site, and compelling content will keep your visitors on your site for longer.

### 4.) Your Site Doesn’t Tell Your Story Anymore

Businesses are constantly evolving. Since your website is your digital storefront or digital office, it’s important that your site evolves along with your business. Perhaps you’ve adopted new branding or color standards since the last time you had your site redesigned and you want to apply your new look to your site for a consistent user experience. Maybe your business has shifted and you offer new products or services, or you’ve dropped certain products and services, and these changes aren’t reflected on your site. Your website is a digital extension of your business, and you need be make sure that it represents who you really are.

### 5.) Your Site is not Mobile Responsive

Mobile compatibility is so important that it’s a category unto itself. According to recent studies, customers are spending more than [twice as much time browsing on mobile](https://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/) as they spend on desktops or laptops. If your site isn’t optimized for mobile, you’re missing out on this valuable audience. A website that’s built in an outdated content management system (CMS) with limited mobile responsiveness can also hurt conversion, cause a higher bounce rate due to the dated look and feel, and limit consumer engagement.

Furthermore, Google uses mobile friendliness as a ranking factor, penalizing sites that aren’t mobile responsive. In a scheduled update, Google will soon be using mobile site speed as a ranking factor as well. A mobile responsive site will no longer be enough; businesses will have to make sure the site is fast, too. All of this means that even if you’re hosting a B2B site and think mobile doesn’t matter to your customers, it does matter to Google rankings and your SEO, both of which will be impacted negatively without an update.

### 6.) Your Site is Informational Rather Than Interactive

Visitors no longer go to websites just to read content anymore. They are there to see videos, find out more, comment, engage with their favorite brands, and make decisions. If your homepage is little more than a Wikipedia page for your brand, then it’s time to overhaul your site to create a better user experience. The information needs to be there, of course, but you also need to create things for your visitors to do. Can they register for a webinar? A demo? Sign up for your newsletter? Get a free ebook? Give your visitors more ways to interact with your brand and your website will become a better asset for your company.

### 7.) Your Website is Slow—So Slow!

Again, we mentioned site speed when discussing bounce rates above, but it’s such an important issue that it warrants a closer look. Slow page loading is a death sentence for your website. Slow sites can have a number of causes, but the most common causes include:

- 1 **Bloated HTML, Java and CSS.** When your code is bloated, your website will take too long to load. Tools like Less and Sass that help minimize your code and slim down your site are industry standards now.

- 2 **Image Optimization.** If images are not saved out properly for web, you're going to have a massive site when it comes to file size. The bigger the file size, the slower the site loads because it has more to load.

- 3 **Server Speed.** Not all servers are created equal. Some servers put your site on the same server as hundreds of other sites and all are jockeying for bandwidth. Be sure that your bandwidth is adequate for your traffic with the right site hosting package.

- 4 **Too Many Redirects.** If you're redirecting your site to different places, it takes longer for the browser to go down the path to find the right place.

- 5 **Deferring JavaScript Loading.** By preventing certain large files on your site from loading until other, smaller elements load first, you can speed up your site load time.

- 6 **Browser Caching.** Good practice is to utilize a browser caching tool on sites so repeat visitors to your site without having to send another HTTP request to the server.

###  

### Not sure if our website's up to web 2.0, Google, and SEO standards? Feel like your website is off brand, outdated, or simply doesn’t tell your story any longer? We’d be happy to meet to discuss your site and give feedback. [Let's talk.](/contact)

---

### Medical &#038; MedTech

Source: https://thebrandleader.com/medical-and-medtech-agency/

The World of Medicine

# MedTech & Healthcare

The care and services you provide make a life-changing difference for individuals and families, so you need to reach the widest audience possible. In the crowded healthcare space, you need an engaging brand story communicated through exceptional design to stand out from all the other providers. Our team is ready to make that happen.

[Let's Talk](/contact/)

## Building an unforgettable healthcare brand requires strategic planning and surgical precision.

We throw around the word "brand" a lot, but what does it really mean? Is it a logo or a set of standards? Yes - and so much more. If you're starting a brand from scratch or rebranding your current one, especially in the medical community, a lot goes into that decision. The most memorable MedTech and healthcare brands know that effective branding requires clear, creative, and purposeful communication at every touch point.

## Client Roster

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## For years, we've partnered with medical brands to create unforgettable brand work that connects with even more people.

We've helped hundreds of brands in different industries, and we know each one brings something unique to the table. As a healthcare brand, you offer more than a product or service - you save lives and improve the quality of life for those you serve. You're already making a positive impact; we want to help you expand your reach.

We start by conducting a formal brand assessment and discovery, which includes several carefully crafted brand tools and exercises and ends with the launch of specific deliverables, often including a new name, logo (primary and sub-brand offerings), brand voice, brand guidelines, website, digital assets, and other critical elements.

Our marketing service offerings extend beyond the launch of your brand or website. We provide personalized marketing support through SEO work, paid search and social, blog writing, digital marketing, and more.

We've won several awards for our creative work. And while we're proud of the recognition, that's not how we measure our success. We know we've done our job when your brand connects with your target audience and clearly communicates why they can trust you to provide the exceptional healthcare they deserve.

[Let's Talk](/contact/)

## Strategic marketing for MedTech & healthcare brands

One of the best parts about working with healthcare companies is that we don't just transform their brands - we help them make a difference in the lives of people from all walks of life. Our work with medical brands has allowed them to expand their reach and connect more effectively locally, regionally, and nationally.

Creative marketing isn't like traditional art. While the classic artist often works alone, brand work that's consistently clever and attention-grabbing comes from strategic boundaries and boundless collaboration. Every member of our team is always looking for new ways to push the envelope and respond to the dynamic healthcare marketplace. But even as we pivot and adjust, we're always focused on the same objective: making your medical brand impossible to forget.

It's not easy to stay at the forefront of the healthcare industry. Patient expectations shift, and provider practices are constantly evolving. Your brand needs to be clear, consistent, and compelling to rise above the noise. That's where we come in. We'll work alongside you and your team, always focusing on helping you achieve your goals.

[Let's Talk](/contact/)
Client Testimonial"Working with The Brand Leader has propelled our business forward. They've made us look very marketable and professional. The website makes us look like an established brand. The new logo gives us a fresh look, and slogans and the tradeshow sign give us a lot of credibility."James TaralaSimpliphy

[Ready To Grow?
Let's Talk.
Ready To Grow?](/contact/)

---

### Outdoor &#038; Active Lifestyle

Source: https://thebrandleader.com/outdoor-marketing-agency/

The Great Outdoors

# Outdoor & Active Lifestyle

We understand the connection outdoor enthusiasts have with the brands they love. It's about more than a new product or gear; it's about moments shared in the great outdoors - from rugged trails to open waters and every terrain in between. We combine brand storytelling with compelling design to build active lifestyle brands that exude the energy and passion their audiences are looking for.

## Building Great Outdoor Brands isn't Just Our Business. It's a Lifestyle.

Quick! What do you think of when you hear the word "brand"? A logo? A set of standards? An advertisement? You're right. It's all of those - and so much more. In the competitive outdoor and active lifestyle industry, all the elements of your brand must speak to a vibrant community that lives for exploration and adventure.

You have to communicate your brand clearly and consistently at every touch point if you want to rise above your competitors and connect with your audience. Whether you're starting a brand from scratch or rebranding your existing one, the process takes careful planning and execution.

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## We Know Outdoor Brands because We're Adventurers at Heart.

Sure, we've helped grow telecom, medical, and finance brands, but we're outdoor lifestyle enthusiasts, too. From endurance sports like running, cycling, and triathlon to skiing and hiking - even the odd alpine adventure here and there - we live your brand day in and day out.

Our structured process starts with a formal brand assessment and discovery, covers several strategic exercises, and ends with the launch of specific, mutually agreed-upon deliverables. These often include a new name, logo (primary and sub-brand offerings), brand voice, brand guidelines, website, digital assets, and other critical elements.

But, our partnership extends beyond the launch of your brand or website. Through our ongoing marketing efforts, such as SEO work, paid search and social, blog writing, and digital marketing, we continue to craft a unique brand presence that stands out in the marketplace. While we've won awards for this kind of work, our biggest wins are when the market responds well to your brand.

## Strategic marketing for Outdoor Brands

We love getting outdoors any chance we get. That's part of the reason we live in Greenville, South Carolina - the kayaking, cycling, running, and other sports are amazing. It's one of the reasons [George Hincapie](https://www.hincapie.com) moved here. And we've worked with all types of brands in this space, both here and nationally: golfing, skiing, triathlon, cycling, and multi-sport. We think you'll like our competitive nature yet skilled thought leadership.

Creating and sustaining an outdoor brand is about more than stunning visuals and catchy lines of copy - it's about inspiring action. With consistently clever, attention-grabbing, ROI-driven marketing and a team committed to pushing the boundaries of what's possible, your brand can stay on top of ever-changing market trends to reach and connect with adventurers everywhere.

The outdoor world is tough. A brand partner who understands your business and your challenges can help make your brand tougher. Let's build something unforgettable - together.

Client Testimonial"It feels like we've created a bigger team, yet the same team. I've worked with agencies throughout my career, and the best ones are when you feel like you're working with a team - I feel that with The Brand Leader. The spirit is the same. It's a sporting spirit, and it feels like they're trying to be inside what we're trying to do. And you must be in it to do something cool and creative."Eric ZaltasPowerBar®

[Ready To Grow?
Let's Talk.
Ready To Grow?](/contact/)

---

### Wine &#038; Spirits

Source: https://thebrandleader.com/wine-spirits-agency/

Capture attention. Drive sales. Build customer loyalty.

# Strategic Branding, Marketing, and Public Relations for the Wine & Spirits Industry

[Let's Talk](/contact/)

## In an over-crowded market, let's make your brand impossible to forget.

Our team of wine and spirits experts (formerly the Benson Marketing Group) crafts branding and marketing strategies, PR initiatives, and ongoing ad campaigns that elevate your wine or spirits brand to new heights and position it for long term success.

### Our Client Work

- **Strategic Brand Development** From wine and spirits brand audits to naming and visual identity, we build brands that resonate and gain market share.

- **Digital Marketing** Targeted campaigns to reach your ideal audience online.

- **Public Relations** Build and sustain credibility, momentum, and customer top-of-mind awareness with ongoing media placements, influencer partnerships, and wine and spirits scoring leadership

- **Event Leadership, Planning, and Brand Activations** Create unforgettable experiences that leave a lasting impression with customers, media and wine and spirits distributors

- **Video, Design, and Interactive Leadership** Explore our full range of support services tailored to the wine & spirits industry that drive our clients' marketing engine.

[Let's Talk](/contact/)

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## Proven Results, Passionate Expertise.

With over 20 years of experience exclusively in the wine & spirits industry, we understand the nuances of your market. We're passionate about the culture and lifestyle surrounding these brands, and we bring that deep understanding to every project.

Our approach is methodical, fast-paced, and inspired. We begin with a comprehensive brand assessment and discovery phase, deploying proprietary processes to guide you through a transformative journey. This culminates in the launch of key deliverables, which often includes a new name, logo, brand voice and position, website and digital footprint, and targeted wine and spirits campaigns ready to deploy across the market.

Our commitment doesn't end at launch. We lead ongoing ad and marketing campaigns, and digital marketing services for wine and spirit brands like SEO, paid search, and social media to ensure your brand continues to thrive. Our success is measured by your brand's ability to captivate its audience, establish and gain market share, and grow point-of-purchase share of wallet.

[Let's Talk](/contact/)
Client Testimonial"When a supplier walks in with TBL as their partner, I know at least they are preparing themselves to win. Several of my supplier have worked closely with The Brand Leader. The quality of their work is outstanding both in design and the efficiency with which it is created. They really understand the business and have proven to be a valuable partner to the suppliers they work with."Charles MerinoffChairman

## What Makes a Brand Successful in the Wine & Spirits World?

A brand is so much more than just a logo and a label. It's a story, an experience, an embodiment of your unique identity. Rebranding in the wine and spirits industry is a complex blend of market research, strategy, creativity, and compelling storytelling, requiring expertise to aggressively navigate successfully.

### What does success look like?

We believe every touch matters when engaging customers, from the bottle's label to your online presence and the storytelling we create and position in the market. We invite you to explore our Ultimate Guide to Rebranding for the wine & spirits industry, sharing insights from keys to positioning a brand for success, to expectations for timelines, budgets, agency selection, and common pitfalls to avoid.

[Let's Talk](/contact/)

[Ready To Grow?
Let's Talk.
Ready To Grow?](/contact/)

---

### Credit Unions

Source: https://thebrandleader.com/credit-union-marketing/

CREDIT UNIONS TRUST US TO SCALE SMARTER

# Build a Brand That Grows Membership - and Loyalty

Attracting today's members takes more than brochures and billboards. We help credit unions connect with digital-native audiences, clarify their brand architecture, and amplify what makes them truly different - all without sacrificing compliance or trust.

[Case Study: Spero Financial](/case-studies/spero-financial/)

Federal Credit Union Marketing

## Marketing That Moves the Needle for Member-Focused Financial Institutions

We've helped credit unions nationwide modernize their brands, launch meaningful digital campaigns, and improve member engagement - all while staying aligned with strict financial industry regulations. With over two decades of experience in the credit union space, we understand how to create marketing that meets both growth goals and compliance standards.

We work with credit unions to offer

- Launch cohesive naming systems and logo families

- Build ADA-compliant websites that convert

- Design omnichannel campaigns that connect

- Clarify their story to stand out from national banks and fintechs

- Stay aligned with NCUA, ADA, and privacy regulations

Your brand is the series of promises you make to the members who trust you with their money. It's the story of smart financial habits, rewarding programs, and educational resources that empower people to manage their money with confidence. We don't just craft compelling stories - we understand the compliance standards that protect your members and your institution. From ADA-compliant web design to disclosures that satisfy NCUA guidelines, our work is built to meet the highest marketing standards in the credit union industry.

[Let's Talk](/contact/)
Client Testimonial"High quality work, skilled, efficient execution, combined with a deep understanding of our purpose and core values. Keep vendors at arm's length and dictate expectations, but with a partner, there's negotiation, compromise, and continued growth. When you find a partner that's talented, honest, has like-minded core values and a genuine desire to see the relationship be the best it can be like The Brand Leader - those are the ones to hold onto."Brian McKayCEO

## Amazing Brands. Amazed Clients.

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Most credit unions evolve reactively - new products, mergers, mobile features - and end up with a Frankenbrand. We help bring clarity and cohesion through a proven process:

[Let's Talk](/contact/)

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### Brand Discovery & Assessment

Understand your audience, products, and positioning with a [brand assessment](/services/).

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### Brand Architecture

Naming systems, logo families, and scalable brand guidelines

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### Creative Development

Voice, visuals, and messaging that resonate with both legacy and next-gen members

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ADA-compliant sites, lead-gen campaigns, and digital storytelling

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Ongoing creative for product launches, [PR and media activations](/services/), media, and more

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We've won awards for our [creative work](/case-studies/) - but more importantly, we've helped credit unions gain market share, attract younger members, and reconnect with their communities. We win when you do.

[Ready To Grow?
Let's Talk.
Ready To Grow?](/contact/)

---

### Travel &#038; Tourism

Source: https://thebrandleader.com/travel-and-tourism-marketing-agency/

Bucket List Destinations

# Travel & Tourism

As a travel and tourism brand, you're not marketing a location; you're offering an experience. At The Brand Leader, we can help you craft a compelling brand story and exceptional design that brings your services to life in a way that feels like an invitation to your audience.

[Let's Talk](/contact/)

## Creating Unforgettable Travel & Tourism Brands is Our Kind of Adventure.

Why should people travel with you? Do you offer thrilling attractions, hidden gems, or breathtaking landscapes? Or is it because they'll find peace, relaxation, and cultural immersion? Whatever it is, you need to own it and show people why you're the brand they can trust to make your journey truly memorable.

Whether you're building your brand from the ground up or rebranding after several years in business, creating an attractive destination brand takes time and skill. The best travel and tourism brands know that an effective brand strategy requires clearly and creatively communicating what makes them unique in a distinctive voice across every touch point.

[View Our Work](/case-studies/)

## We Use Our Branding Expertise to Help You Stand Out in a Sea of Travel Options.

Sure, we’ve created and crafted incredible telecom, medical, and finance brands, but we’re world travelers, too. From quick weekend getaways to globe-crossing excursions, our travels have shown us what it takes for a brand to make a five-star impression. We know what your target audience is looking for because we are your target audience.

We begin our process with a formal brand assessment and discovery, which includes several tried-and-true brand tools and exercises and ends with the launch of specific, mutually agreed-upon deliverables. These deliverables could include a new name, logo (primary and sub-brand offerings), brand voice, brand guidelines, website, digital assets, and other critical elements — all of which communicate the unforgettable experiences you offer.

But we don’t launch your brand and leave. Instead, we continue building a lasting relationship with you and offer ongoing marketing services like EO work, paid search and social, and blog writing — to name a few. Our team provides the support you need while giving you the personalized attention you deserve.

Yes, we’ve won awards for our creative work. We’re proud of these accomplishments, but we know that our success isn’t measured by whether or not industry experts love our work. For us, true success is achieved when the market responds and our clients improve their bookings, ratings, and overall market share.

[Let's Talk](/contact/)

## Strategic marketing for Travel Destinations

Whether looking for new creative ideas or venturing to new places, we're explorers at heart. The travel brands we've worked with know how to showcase the best that the world has to offer. With this in mind, we use our thought leadership to help them share why their destinations deserve a spot on everyone's travel plans.

For us, creative marketing is more than art. Creative work that's impossible to forget follows strategic guidelines and is backed by an understanding of what inspires wanderlust. But this kind of creativity requires us to constantly grow and learn as markets, competitors, and consumers change.

We know the travel and tourism world is challenging. You need a proven partner who understands your brand and the dynamic challenges you face. That's where we come in. We'll work alongside you and your team, always with a focus on helping you reach more travelers, inspire more visits, and accomplish your goals.

[Let's Talk](/contact/)
Client Testimonial"The TBL team is out of their minds (in a good way)! Their work looks so epic! Their creativity and ability to communicate data in a clear, concise, and entertaining way goes way beyond what any other agency could have produced in such a short time frame. We're stoked!"Dave LionVentura County Coast Lodging Association

[Ready To Grow?
Let's Talk.
Ready To Grow?](/contact/)

---

### Fintech &#038; Finance

Source: https://thebrandleader.com/financial-marketing-agency/

The Financial Landscape

# Fintech & Finance

As a financial brand, you need to cut through a crowded marketplace and connect with customers and potential customers in a meaningful way that highlights the security, transparency, and innovation you provide. Elevating your story with exceptional design and compelling brand messaging can leave a lasting impression that builds the foundation for unwavering trust.

[Let's Talk](/contact/)

## Building An Unforgettable Financial Brand Isn't Easy. But It's Always Worth The Investment.

What makes your financial brand unique? Sure, you offer educational resources, money management tools, and personalized customer experiences - but so do many of your competitors. You need an identity that sets you apart.

Whether you're launching a new fintech brand or refreshing the brand work for a financial institution you've run for years, the process requires strategic planning and execution. The best brands clearly and creatively communicate who they are and what they stand for to their target audiences - and they do it in an authentic voice that's instantly recognizable.

## Client Roster

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## Our Team has a Proven Track Record of Building Financial Brands that Connect with Customers.

Money doesn't just play a role in your business - it is your business. And our business is helping you stand out in the crowd.

We'll start by conducting a formal brand assessment and discovery session to learn the ins and outs of your brand. What does your brand bring to the table that your competitors can't? What are your core values, and how do they guide your work? We use the information we collect to inform the creation of mutually agreed-upon deliverables, including, but not limited to, a new name, logo, brand voice, brand guidelines, website, and digital assets.

We pride ourselves on building meaningful relationships with our clients, and we do that by continuing to work alongside you and supporting your brand after launch. Whether through SEO work, paid search and social, blog writing, or digital marketing, we believe going the extra mile is the key to success. For us, success isn't measured by awards (even though we're happy when we win them); it's measured by how the market responds to your brand.

[Let's Talk](/contact/)

## Strategic marketing for Financial Institutions

As a financial brand, you need to communicate trustworthiness more than anything else. And just like you want people to trust you with their finances, you want a partner you can trust to tell your brand's story.

Sustaining the creativity required to make your financial brand stand out requires a comprehensive strategy based on the behaviors of your consumers - and your competitors. Our team is constantly pushing the boundaries of what's possible to make something great. Because your customers won't settle for a good financial institution; they want one that's exceptional. After all, their financial life is on the line.

Being in the financial world is challenging. With new technology and shifting trends, it's a lot to keep up with. You need a proven partner who understands your brand and the challenges ahead. That's where we come in. We'll work alongside you and your team, always with a steady focus on helping you serve your customers and accomplish your goals.

[Let's Talk](/contact/)
Client Testimonial"Working with The Brand Leader has propelled our business forward. They've made us look very marketable and professional. The website makes us look like an established brand. The new logo gives us a fresh look, and slogans and the tradeshow sign give us a lot of credibility."James TaralaSimpliphy

[Ready To Grow?
Let's Talk.
Ready To Grow?](/contact/)

---

### %sitename% | Greenville, SC Branding &amp; Advertising Agency

Source: https://thebrandleader.com/

#
We help ambitious brands
Discover
Real Growth

Strategy, Design, and Performance

Scroll to explore

One Creative Agency.

One Connected System.

[View Our Work](/case-studies/)

## What We Do

We turn ambitious brands into growth engines through strategy, design, performance marketing, PR, content creation, and web development.[Explore our services.](/services/)

[Brand Strategy
View more](/services/#tbl-service-01)
[Creative & Design
View more](/services/#tbl-service-02)
[Paid Media
View more](/services/#tbl-service-03)
[Earned Media / PR
View more](/services/#tbl-service-04)
[Web Development
View more](/services/#tbl-service-06)
[Content Creation
View more](/services/#tbl-service-05)

## Case Studies

(3)
Discover some of the brands we've helped shape and create.

[View all work +](/work/)
Featured case studies

/case-studies/kubota-sake-brand-launch/
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### Kubota Sake

[View +: Kubota Sake](/case-studies/kubota-sake-brand-launch/)
[View all work](/work/)

https://thebrandleader.com/case-studies/spero-financial/
2/3

### Spero Financial

[View +: Spero Financial](https://thebrandleader.com/case-studies/spero-financial/)
[View all work](/work/)

/case-studies/ventura-county-coast/
3/3

### Ventura County Coast

[View +: Ventura County Coast](/case-studies/ventura-county-coast/)
[View all work](/work/)

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We approach everything with an idea-to-table mentality, moving concepts to reality.

[Let's Talk](/contact/)

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### Find the brand truth

Every engagement starts with discovery, not assumptions. We dig into the brand, business, product, culture, competitive landscape, and audience to find what is true, distinctive, and worth building on.

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### Translate to the real world

The output is never just a deck. It's a brand toolkit, a clear brand articulation, a creative messaging system, human-centered design, and the channels to carry it.

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### Discover real growth

Real growth starts with a brand that knows who it is. From Greenville, SC and New York, NY, our team of strategists, creatives, and makers has spent nearly 30 years defining, expressing, connecting, and activating brands, always authentically. The result is brands that don't just grow but stand out in their categories.

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[View Simpliphy Case Study +](/case-studies/simpliphy-healthcare-rebrand/)

## Insights

Our strategists, creatives, and media experts share what they're learning in the field, from AI to design to brand strategy. No recycled takes, no filler: just direct answers to the questions our clients are already asking us.

[View all articles +](/insights/)

https://thebrandleader.com/23-yrs-psl-starbucks-drink-industry-playbook/

### [23 Years of PSL: From Seasonal Starbucks Drink to Seasonal Industry Playbook](https://thebrandleader.com/23-yrs-psl-starbucks-drink-industry-playbook/)

Branding / Culture / News

https://thebrandleader.com/bridging-economic-impact-in-destination-marketing/

### [Bridging the Ultimate Data Gap in Destination Marketing: Economic Impact](https://thebrandleader.com/bridging-economic-impact-in-destination-marketing/)

Digital/Social / News

https://thebrandleader.com/marriott-solved-ad-attribution/

### [Marriott Solved Ads Attribution. Here's Why Everyone Else Can't](https://thebrandleader.com/marriott-solved-ad-attribution/)

AI / Branding / Digital/Social

## TBL Studios

Our in-house studios let us take photo, video, and podcast content from idea to execution without slowing down.

[See More](/studios/)

[Ready To Grow?
Let's Talk.
Ready To Grow?](/contact/)

---

### TBL Studios

Source: https://thebrandleader.com/studios/

# TBL Studios

Where your brand's potential meets infinite possibility

Scroll to explore

Photo / Video / Podcasts

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## Ideas. Concepts. Production. Execution. All under one roof.

Product photography one minute. Lifestyle the next. TBL Studios flexes to whatever the shot list calls for. Natural or controlled lighting. Got it. Space to build, strike, and rebuild sets in a single day. Got that too. Everything from art direction to final edit happens in house, so the people who shaped the concept are the same ones who finish it. One space. One team. From idea to delivery.

[View Our Capabilities](#capabilities)

From first thought to final cut.

## Creative direction, production and post, connected under one roof.

AI-forward integrations streamline workflows and improve speed and efficiency, with our team guiding the craft, upholding standards, and protecting the quality of every execution.

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## Start with the space or tap into the full team.

One project or an ongoing content partnership

Studio Access
Studio Production
Lifestyle Content
Brand Content Development
Thought Leadership

### Studio Access

Your crew. Our studio. Space to realize your vision.

### Studio Production

A clear concept. The crew, tools and expertise to execute it.

### Lifestyle Content

Your brand in real life. Talent, styling and production, handled.

### Brand Content Development

Strategy, concepting and creative direction, from production to delivery.

### Thought leadership, Authority & Podcast Content

Turn your expertise into podcasts, video, social media content, and a consistent personal and digital brand presence.

CONTENT CREATORS

## Good work starts with

good people.

We're building our network of photographers, filmmakers, creators, stylists, and talent. Ready to join us to create the unforgettable?

[Join the Network](/contact/)

Our approach

## We approach everything with an idea-to-table mentality, moving concepts to reality.

[Let's Talk](https://thebrandleader.com/contact/)

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### Photography

Photography is where your brand stops being an idea and becomes something people recognize. We concept, art direct, and capture every shoot around your positioning, so the images don't just look good - they look like you.

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Video is the fastest way to make someone feel something about your brand. We write, shoot, and edit stories that carry your message - brand films, product spots, testimonials, and social cuts built for where they'll actually live.

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[View VCC Case Study +](/case-studies/ventura-county-coast/)

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### Podcasts

A podcast turns your brand into a voice people actually spend time with. We shape the format, produce it in-studio, and handle the editing so the only thing you have to do is show up and talk.

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Case Studies

[View all case studies +](/case-studies/)

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[Kubota
Launching a Traditionally Unconventional Spirit](https://thebrandleader.com/case-studies/kubota-sake-brand-launch/)

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[Ventura County Coast
A Destination Where Good Vibes Just Come Naturally](https://thebrandleader.com/case-studies/ventura-county-coast/)

## Questions?

We're glad you asked.

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What does The Brand Leader's studio team do?

The Brand Leader is a full-service creative team that plans, shoots, and delivers photo and video content for brands. We handle creative direction, production, styling, photography, videography, and post-production.

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What types of content does The Brand Leader create?

We produce product and lifestyle photography, social-first video, e-commerce imagery, campaign content, and branded video for web, paid media, and retail. Every deliverable is sized and formatted for where it will live. Because The Brand Leader also handles branding, web design, and paid media, our content is built to plug straight into those services, so your visuals, site, and campaigns all work from the same creative.

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How much does a content shoot with The Brand Leader cost?

Pricing depends on scope, including the number of deliverables, shoot days, talent, and locations. Contact us for a custom quote based on your project.

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Does The Brand Leader do photo and video shoots outside of Greenville, South Carolina?

Yes. We work with brands nationwide. Many clients ship product to our studio and review selects remotely, but we can also travel for on-location shoots.

###

Can I hire The Brand Leader to produce a photoshoot from start to finish?

Yes. We manage the full shoot for you: concepting, shot lists, casting, wardrobe, set design, the shoot day, and final edited assets. You bring the product and goals, and we handle the rest.

[Ready to Grow?
Let's Talk.
Ready to Grow?](/contact/)

---

### Privacy Policy | Marketing Data Protection | Brand Leader

Source: https://thebrandleader.com/privacy-policy/

# Privacy Policy

Your privacy is critically important to us.

Contents

Contents

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[1
Contact Info](#tbl-legal-s-legal6a9732f58ad28-0)

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[2
Website Visitors](#tbl-legal-s-legal6a9732f58ad28-1)

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[3
Gathering of Personally-Identifying Information](#tbl-legal-s-legal6a9732f58ad28-2)

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[4
Security](#tbl-legal-s-legal6a9732f58ad28-3)

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[5
Advertisements](#tbl-legal-s-legal6a9732f58ad28-4)

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[6
Links To External Sites](#tbl-legal-s-legal6a9732f58ad28-5)

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[7
Aggregated Statistics](#tbl-legal-s-legal6a9732f58ad28-6)

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[8
Cookies](#tbl-legal-s-legal6a9732f58ad28-7)

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[9
Privacy Policy Changes](#tbl-legal-s-legal6a9732f58ad28-8)

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[10
Contact](#tbl-legal-s-legal6a9732f58ad28-9)

The Brand Leader LLC is located at:

The Brand Leader LLC
333 Wade Hampton Greenville
29609 - SC , United States
8642811323
It is The Brand Leader LLC's policy to respect your privacy regarding any information we may collect while operating our website. This Privacy Policy applies to [https://thebrandleader.com](https://thebrandleader.com) (hereinafter, "us", "we", or "https://thebrandleader.com"). We respect your privacy and are committed to protecting personally identifiable information you may provide us through the Website. We have adopted this privacy policy ("Privacy Policy") to explain what information may be collected on our Website, how we use this information, and under what circumstances we may disclose the information to third parties. This Privacy Policy applies only to information we collect through the Website and does not apply to our collection of information from other sources.

This Privacy Policy, together with the Terms and conditions posted on our Website, set forth the general rules and policies governing your use of our Website. Depending on your activities when visiting our Website, you may be required to agree to additional terms and conditions.

## Website Visitors

Like most website operators, The Brand Leader LLC collects non-personally-identifying information of the sort that web browsers and servers typically make available, such as the browser type, language preference, referring site, and the date and time of each visitor request. The Brand Leader LLC's purpose in collecting non-personally identifying information is to better understand how The Brand Leader LLC's visitors use its website. From time to time, The Brand Leader LLC may release non-personally-identifying information in the aggregate, e.g., by publishing a report on trends in the usage of its website.

The Brand Leader LLC also collects potentially personally-identifying information like Internet Protocol (IP) addresses for logged in users and for users leaving comments on https://thebrandleader.com blog posts. The Brand Leader LLC only discloses logged in user and commenter IP addresses under the same circumstances that it uses and discloses personally-identifying information as described below.

## Gathering of Personally-Identifying Information

Certain visitors to The Brand Leader LLC's websites choose to interact with The Brand Leader LLC in ways that require The Brand Leader LLC to gather personally-identifying information. The amount and type of information that The Brand Leader LLC gathers depends on the nature of the interaction. For example, we ask visitors who sign up for a blog at https://thebrandleader.com to provide a username and email address.

## Security

The security of your Personal Information is important to us, but remember that no method of transmission over the Internet, or method of electronic storage is 100% secure. While we strive to use commercially acceptable means to protect your Personal Information, we cannot guarantee its absolute security.

## Advertisements

Ads appearing on our website may be delivered to users by advertising partners, who may set cookies. These cookies allow the ad server to recognize your computer each time they send you an online advertisement to compile information about you or others who use your computer. This information allows ad networks to, among other things, deliver targeted advertisements that they believe will be of most interest to you. This Privacy Policy covers the use of cookies by The Brand Leader LLC and does not cover the use of cookies by any advertisers.

## Links To External Sites

Our Service may contain links to external sites that are not operated by us. If you click on a third party link, you will be directed to that third party's site. We strongly advise you to review the Privacy Policy and terms and conditions of every site you visit.

We have no control over, and assume no responsibility for the content, privacy policies or practices of any third party sites, products or services.

## Aggregated Statistics

The Brand Leader LLC may collect statistics about the behavior of visitors to its website. The Brand Leader LLC may display this information publicly or provide it to others. However, The Brand Leader LLC does not disclose your personally-identifying information.

## Cookies

To enrich and perfect your online experience, The Brand Leader LLC uses "Cookies", similar technologies and services provided by others to display personalized content, appropriate advertising and store your preferences on your computer.

A cookie is a string of information that a website stores on a visitor's computer, and that the visitor's browser provides to the website each time the visitor returns. The Brand Leader LLC uses cookies to help The Brand Leader LLC identify and track visitors, their usage of https://thebrandleader.com, and their website access preferences. The Brand Leader LLC visitors who do not wish to have cookies placed on their computers should set their browsers to refuse cookies before using The Brand Leader LLC's websites, with the drawback that certain features of The Brand Leader LLC's websites may not function properly without the aid of cookies.

By continuing to navigate our website without changing your cookie settings, you hereby acknowledge and agree to The Brand Leader LLC's use of cookies.

## Privacy Policy Changes

Although most changes are likely to be minor, The Brand Leader LLC may change its Privacy Policy from time to time, and in The Brand Leader LLC's sole discretion. The Brand Leader LLC encourages visitors to frequently check this page for any changes to its Privacy Policy. Your continued use of this site after any change in this Privacy Policy will constitute your acceptance of such change.

## Contact

If you have any questions about this Privacy Policy, please contact us via [email](mailto:hello@thebrandleader.com) or [phone](tel:8642811323).

---

### Frequently Asked Marketing Questions | The Brand Leader

Source: https://thebrandleader.com/faq/

#
Home

[Button](/?s=a)

### How to?

This is how to.

### How to?

This is how to.

---

### Contact | Start a Marketing Project | %sitename%

Source: https://thebrandleader.com/contact/

#
Let's Talk

Let's Talk



Name
*


Name

First Name

First Name

Last Name

Last Name






Email Address
*






Company Name
*





Interested In

Interested In:BrandingWeb DevelopmentPaid MediaSocial MediaContent CreationPRPhotographyVideographyStudio RentalBecome a Content Creator PartnerOther


Tell us about your needs
*







Submit





If you are human, leave this field blank.

## Contact Us

[hello@thebrandleader.com](mailto:hello@thebrandleader.com)
[+1 (864) 335-9200](tel:+18643359200)
Office Locations

-
South Carolina
920 Wade Hampton Blvd.
Greenville, SC 29609

-
New York
16 E. 34th Street
New York, NY 10016

Featured Case Study

1/2

130%
Increase in Overall Web Traffic

[View Case Study +: Ventura County Coast](https://thebrandleader.com/case-studies/ventura-county-coast/)

80%
Increase in Paid Media Impressions

[View Case Study +: VintageView](https://thebrandleader.com/case-studies/vintageview/)

## Questions?

We're glad you asked.

###

How do I start a project with The Brand Leader?

Fill out the project form on the Contact page or book an intro call. The agency asks a few quick questions about your goals, timeline, and budget before scheduling a conversation.

###

How can I contact The Brand Leader?

Email hello@thebrandleader.com, call +1 (864) 335-9200, or visit the Greenville, SC or New York, NY offices.

###

What is The Brand Leader's minimum project budget?

The agency's intake process is built around projects starting at $50,000 and up; smaller-scope needs are best discussed directly with the team.

###

Does The Brand Leader accept international clients?

The agency partners with brands across the globe and has extensive experience helping international clients navigate cross-cultural marketing, localization, and global brand strategy.
 

---

###  Brand &amp; Marketing Insights | %sitename%

Source: https://thebrandleader.com/insights/

Insights(166)
Press(5)

Strategy, Thought Leadership, and Direction

View:
All insights
Branding
Wine & Spirits
News
Digital/Social
Leadership
Culture
Medical & MedTech
AI

[AI](https://thebrandleader.com/marriott-solved-ad-attribution/)

##
[Marriott Solved Ads Attribution. Here's Why Everyone Else Can't](https://thebrandleader.com/marriott-solved-ad-attribution/)

AI / Branding / Digital/Social
6 min read

[Read Article](https://thebrandleader.com/marriott-solved-ad-attribution/)

https://thebrandleader.com/manufacturers-digital-marketing-strategies-that-work/

###
[How Can Manufacturers Build Digital Marketing Strategies That Work?](https://thebrandleader.com/manufacturers-digital-marketing-strategies-that-work/)

Branding / Digital/Social / Leadership
7 min read

In 2026, marketers in manufacturing face more competition, smaller audiences, and higher stakes.

[Read Article](https://thebrandleader.com/manufacturers-digital-marketing-strategies-that-work/)

https://thebrandleader.com/what-an-agency-holding-company-acquisition-really-costs-the-client/

###
[What An Agency Holding-Company Acquisition Really Costs The Client](https://thebrandleader.com/what-an-agency-holding-company-acquisition-really-costs-the-client/)

Culture / Leadership / News
6 min read

If you're the client, you're the last to know. There's a version of the story the press release always tells...

[Read Article](https://thebrandleader.com/what-an-agency-holding-company-acquisition-really-costs-the-client/)

https://thebrandleader.com/why-european-wine-brands-struggle-in-the-u-s-market/

###
[Why European Wine Brands Struggle in the U.S. Market](https://thebrandleader.com/why-european-wine-brands-struggle-in-the-u-s-market/)

AI / Branding / Digital/Social
4 min read

European wine brands often enter the United States expecting quality and heritage to carry them. The wine earns respect, but the brand stalls. The reason is rarely the wine. It is that the U.S. market runs on different rules than most international producers expect. Below are direct answers to the questions producers ask most.

[Read Article](https://thebrandleader.com/why-european-wine-brands-struggle-in-the-u-s-market/)

https://thebrandleader.com/social-is-becoming-gen-alphas-search-engine/

###
[Social Is Becoming Gen Alpha's Search Engine](https://thebrandleader.com/social-is-becoming-gen-alphas-search-engine/)

AI / Branding / Digital/Social
10 min read

For years, marketers treated social media and search engines as two entirely different worlds.

[Read Article](https://thebrandleader.com/social-is-becoming-gen-alphas-search-engine/)

https://thebrandleader.com/why-pr-is-the-missing-link-in-most-digital-strategies/

###
[Why PR Is the Missing Link in Most Digital Strategies](https://thebrandleader.com/why-pr-is-the-missing-link-in-most-digital-strategies/)

Digital/Social / Leadership
7 min read

Most digital strategies focus heavily on paid media, SEO, content, and performance marketing while underestimating one of the most powerful drivers of authority and visibility: public relations.

[Read Article](https://thebrandleader.com/why-pr-is-the-missing-link-in-most-digital-strategies/)

https://thebrandleader.com/stop-asking-how-much-should-we-spend-on-marketing/

###
[Stop Asking "How Much Should We Spend on Marketing?"](https://thebrandleader.com/stop-asking-how-much-should-we-spend-on-marketing/)

AI / Branding / Digital/Social
8 min read

For years, marketing budget conversations revolved around percentages. What portion of revenue should go to advertising? How much to SEO, social media, events, or paid search? Those questions still matter, but heading into 2026 and beyond, they are dangerously incomplete.

[Read Article](https://thebrandleader.com/stop-asking-how-much-should-we-spend-on-marketing/)

https://thebrandleader.com/how-to-build-the-right-ecommerce-tech-stack-for-wine-spirits-brands/

###
[How to Build the Right Ecommerce Tech Stack for Wine & Spirits Brands](https://thebrandleader.com/how-to-build-the-right-ecommerce-tech-stack-for-wine-spirits-brands/)

Branding / News / Wine & Spirits
2 min read

What makes selling wine or spirits different from other ecommerce? Alcohol ecommerce operates under constraints most categories do not face. Age verification, state-by-state compliance, fulfillment complexity, and premium brand expectations shape…

[Read Article](https://thebrandleader.com/how-to-build-the-right-ecommerce-tech-stack-for-wine-spirits-brands/)

https://thebrandleader.com/authenticity-vs-ai-in-social/

###
[Authenticity Is Winning on Social in 2026, and AI Belongs in a Supporting Role](https://thebrandleader.com/authenticity-vs-ai-in-social/)

AI / News
5 min read

As we move through 2026, one truth about social media has become increasingly clear: audiences are prioritizing authenticity over automation. There's real pressure inside marketing teams to move faster and do more. AI promises efficiency and scale.…

[Read Article](https://thebrandleader.com/authenticity-vs-ai-in-social/)

View more articles +

CASE STUDIES

## Thinking is just the start.
See how we've brought ideas to life for our brand partners.

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[See Our Thinking In Action](/case-studies/)

---

### Branding &amp; Marketing Case Studies | %sitename%

Source: https://thebrandleader.com/case-studies/

Case studies (6)

# Explore our Portfolio of Brand, Design, and Digital Work

## Discover some of the stories we've helped shape. If something sparks your curiosity, we'd love to connect.

View:
All
Brand Strategy
Creative
Paid Media
Earned Media / PR
Content Creation
Photo / Video
Web

### [Kubota](https://thebrandleader.com/case-studies/kubota-sake-brand-launch/)

Launching a Traditionally Unconventional Spirit

[View Case Study](https://thebrandleader.com/case-studies/kubota-sake-brand-launch/)

### [Spero Financial](https://thebrandleader.com/case-studies/spero-financial/)

Helping Members Win Everyday With Their Finances

[View Case Study](https://thebrandleader.com/case-studies/spero-financial/)

Client Testimonial

“Because they had shown their commitment to listening and getting our story right, I trusted them to guide us through a full rebrand - and I appreciated their willingness to make recommendations and go the extra mile.”
Brian McKay, President and CEO

### [Simpliphy](https://thebrandleader.com/case-studies/simpliphy-healthcare-rebrand/)

Physician Compensation. Simplified.

[View Case Study](https://thebrandleader.com/case-studies/simpliphy-healthcare-rebrand/)

### [VintageView](https://thebrandleader.com/case-studies/vintageview/)

Showcasing Innovation & Sophistication in Wine Storage

[View Case Study](https://thebrandleader.com/case-studies/vintageview/)

### [Ventura County Coast](https://thebrandleader.com/case-studies/ventura-county-coast/)

A Destination Where Good Vibes Just Come Naturally

[View Case Study](https://thebrandleader.com/case-studies/ventura-county-coast/)

Client Testimonial

“The Brand Leader was clearly different. We're weren't just another potential client. We felt like we were going to be a true partner.”
Brian Tucker, President & CEO

### [Bubl Cocktail Shots](https://thebrandleader.com/case-studies/bubl-cocktail-shots/)

Bringing a New Burst of Energy to the RTD Alcohol Market

[View Case Study](https://thebrandleader.com/case-studies/bubl-cocktail-shots/)

Notable Results

450%

Increase in social following

No case studies match that service yet.

## Our Roster of Amazing Clients

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-

-

-

-

-

-

Our Services

Brand Strategy

Creative& Design

Paid Media

Earned MediaPR

Content Creation

WebDev

[Let's Talk](/contact/)

[Ready To Grow?
Let's Talk.
Ready To Grow?](/contact/)

---

### About | Upstate Branding and Marketing Agency | Brand Leader

Source: https://thebrandleader.com/about/

About TBL

# When you know where you want your brand to go, this is the creative team that leads the way.

[Meet the Superstars](#team)

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-

-

-

-

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-

-

-

-

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-

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STATS & FACTS

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1999
We went to work

for our first client

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2
Office locations

(South Carolina & New York)

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20+
Team members

across strategy, creative,

digital, and PR

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41
Creative awards

since 2018

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8
Best Places

To Work awards

-

-

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-

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## The Brand Leader Team

We're a brand-obsessed crew of creative strategists, designers, web developers, media experts, and storytellers.

[Join the Team(opens in new tab)](https://ats.rippling.com/the-brand-leader/jobs)

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Geoff WassermanCEO

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Michael CatanzaroPresident & Chief Brand Officer

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Patty GallardoSr. Vice President

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Ashley MaxfeldtSr. Director, Client Services

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Thea SchlendorfVP of Operations

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Chris HeuvelSr. Director, Creative & Studios

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Nick WheelerSr. Director, Digital Media

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Johnathan BurgessDirector of Development

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Rich HeftyDirector of Copy

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Makena RiendeauDirector of PR

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Brent CampbellDirector of Business Development

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Rietje AllenSr. Account Manager

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Will HaltiwangerAccount Manager

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Nikki Jo FairSr. Brand Designer

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Kurth Nelson IVPhotographer

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Ben HungerfordWeb Developer/AI Expert

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Julia WeigleGraphic Designer

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Sara TresslerBrand Communications Manager

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Joy JooSocial Media & Brand Manager

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Cheryl Van Den MeirackerAccounting Manager

## Join The Brand Leader. Let's create some magic together.

We're a culture-centric agency that believes good work starts with good people. We look for high-performing, generous, curious team players who believe in the power of *we*. If that's you, let us know.

[See Open Positions](https://ats.rippling.com/the-brand-leader/jobs)[Apply for an Internship](https://ats.rippling.com/the-brand-leader/jobs)

## Questions?

We're glad you asked.

###

What does The Brand Leader do?

The Brand Leader is a brand-first creative and advertising agency that helps ambitious brands align strategy, design, and performance marketing into one connected growth system. Our services include brand strategy, creative and design, paid and earned media, web development, and in-house content production.

###

How long has The Brand Leader been in business?

The Brand Leader was founded in 1999 and has spent almost 30 years helping ambitious brands find clarity and real growth.

###

How big is The Brand Leader's team?

We have more than 20 team members specializing in brand strategy, creative, digital media, development, and public relations.

###

Where is The Brand Leader located?

The Brand Leader is headquartered in Greenville, South Carolina, with a second office in New York City, and we work with ambitious brands across the country.

###

What industries does The Brand Leader specialize in?

Our agency has deep experience in travel and tourism, wine and spirits, medical and medtech, active lifestyle, and finance brands. We are also proud to work with a broader roster spanning hospitality, sports, and consumer categories.

###

How is The Brand Leader different from other agencies?

Instead of treating marketing as a set of disconnected campaigns, The Brand Leader aligns brand strategy, creative, media, and content - produced in our in-house photo, video, and podcast studios - into one connected system that handles everything from idea to execution.

[Ready To Grow?
Let's Talk.
Ready To Grow?](/contact/)

---

### Branding &amp; Advertising Agency Services | %sitename%

Source: https://thebrandleader.com/services/

# What We Do

## Strategy. Brand. Digital. Content.
Full-Service Brand & Marketing Agency.

One connected system of services working together to tackle your toughest challenges.

Jump To:

[Brand Strategy](#tbl-service-01)
[Creative & Design](#tbl-service-02)
[Paid Media](#tbl-service-03)
[Earned Media/PR](#tbl-service-04)
[Content Creation](#tbl-service-05)
[Web Dev](#tbl-service-06)
[Photo/Video](#tbl-studios)

01

### Brand Strategy

We pride ourselves on building best-in-class brands and leading them into uncommon growth.

IT STARTS HERE

- Brand Positioning

- Research & Insights

- Brand Voice & Messaging

- Brand Audits

- Naming

- Go-To-Market Planning

[Let's Talk](/contact/)

02

### Creative & Design

Our award-winning team of designers works with our strategists to give your brand a visual identity that's artistically stunning - and unmistakably yours.

STRATEGY BROUGHT TO LIFE

- Logo & Identity Systems

- Print & Publication Design

- Website & App Design

- Illustrations

- Campaign Creative

- Copywriting & Storytelling

[Let's Talk](/contact/)

03

### Paid Media

Targeted campaigns that reach the right people with the right message at the right moment turn ad spend into brand equity that boosts your bottom line.

REACHING THE RIGHT PEOPLE AT THE RIGHT TIME

- Paid Search

- Paid Social

- Programmatic Display

- Marketplace/Retail Media

- Influencer Marketing

- Amazon Ad Services

[Let's Talk](/contact/)

04

### Earned Media/PR

We maximize earned media impact for our clients by building organizational credibility, elevating their reputations, and raising brand awareness.

MAKING A SPLASH

- SEO/AEO

- AI Search Optimization

- Organic Social Media

- Public Relations

- Email Marketing

- Media Placement

[Let's Talk](/contact/)

05

### Content Creation

From ideation to execution, we create content that captures - and keeps - the attention of your target audience.

IT STARTS HERE

- Social Content

- Videography

- Photography

- Blog Writing

- Podcasts

- Thought Leadership

[Let's Talk](/contact/)

06

### Web Development

We craft engaging websites and digital experiences that make it easy for users to connect with your brand on any device.

IT STARTS HERE

- AI Optimization

- WordPress & Shopify

- Website Development

- UI/UX Information Architecture

- Custom HTML

- Data Analytics

[Let's Talk](/contact/)

## Lights, Camera, Content! Book the TBL Studios

2000+ sq/ft customizable space • 4 studio settings

[About TBL Studios](/studios/)

## Spaces We Work In

Areas of focus

- Travel & Tourism

- Wine & Spirits

- Active Lifestyle

- Tech & Software

- Medical

- Health & Wellness

- Financial Services

- Consumer Goods

[Let's Talk](/contact/)

689 Cellars

## Case Studies

[View all case studies +](/case-studies/)

-
[### Kubota

Launching a Traditionally Unconventional Spirit](https://thebrandleader.com/case-studies/kubota-sake-brand-launch/)

-
[### Ventura County Coast

A Destination Where Good Vibes Just Come Naturally](https://thebrandleader.com/case-studies/ventura-county-coast/)

## Questions?

We're glad you asked.

###

What kind of results has The Brand Leader delivered for clients?

In addition to brand launches for names like Kubota, Ventura County Coast, and Dunlop, the work featured in our case studies includes a 10% average paid media click-through rate and a 130% increase in overall web traffic.

###

What industries does The Brand Leader's specialize in?

You'll find samples of our work in travel and tourism, wine and spirits, sports and active lifestyle, hospitality, and more.

###

What are the primary services that The Brand Leader offers?

The Brand Leader is an integrated branding, advertising, and creative agency that offers comprehensive core services across strategy, design, and digital execution.

[Ready To Grow?
Let's Talk.
Ready To Grow?](/contact/)

---

### Terms &amp; Conditions

Source: https://thebrandleader.com/terms-conditions/

# Terms/Conditions

Welcome to The Brand Leader

Contents

Contents

-
[1
Contact Info](#tbl-legal-s-legal6a9721fb3b9e1-0)

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[2
Cookies](#tbl-legal-s-legal6a9721fb3b9e1-1)

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[3
License](#tbl-legal-s-legal6a9721fb3b9e1-2)

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[4
Hyperlinking to our Content](#tbl-legal-s-legal6a9721fb3b9e1-3)

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[5
iFrames](#tbl-legal-s-legal6a9721fb3b9e1-4)

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[6
Reservation of Rights](#tbl-legal-s-legal6a9721fb3b9e1-5)

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[7
Removal of links from our website](#tbl-legal-s-legal6a9721fb3b9e1-6)

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[8
Content Liability](#tbl-legal-s-legal6a9721fb3b9e1-7)

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[9
Disclaimer](#tbl-legal-s-legal6a9721fb3b9e1-8)

These terms and conditions outline the rules and regulations for the use of The Brand Leader's Website.

The Brand Leader Inc is located at:

The Brand Leader Inc
920 Wade Hampton Greenville
29609 - SC , United States
(864) 335-9200
By accessing this website we assume you accept these terms and conditions in full. Do not continue to use The Brand Leader Inc's website if you do not accept all of the terms and conditions stated on this page.

The following terminology applies to these Terms and Conditions, Privacy Statement and Disclaimer Notice and any or all Agreements: "Client", "You" and "Your" refers to you, the person accessing this website and accepting the Company's terms and conditions. "The Company", "Ourselves", "We", "Our" and "Us", refers to our Company. "Party", "Parties", or "Us", refers to both the Client and ourselves, or either the Client or ourselves. All terms refer to the offer, acceptance and consideration of payment necessary to undertake the process of our assistance to the Client in the most appropriate manner, whether by formal meetings of a fixed duration, or any other means, for the express purpose of meeting the Client's needs in respect of provision of the Company's stated services/products, in accordance with and subject to, prevailing law of United States. Any use of the above terminology or other words in the singular, plural, capitalisation and/or he/she or they, are taken as interchangeable and therefore as referring to same.

## Cookies

We employ the use of cookies. By using The Brand Leader Inc's website you consent to the use of cookies in accordance with The Brand Leader Inc's privacy policy.

Most of the modern day interactive web sites use cookies to enable us to retrieve user details for each visit. Cookies are used in some areas of our site to enable the functionality of this area and ease of use for those people visiting. Some of our affiliate / advertising partners may also use cookies.

## License

Unless otherwise stated, The Brand Leader Inc and/or it's licensors own the intellectual property rights for all material on The Brand Leader Inc. All intellectual property rights are reserved. You may view and/or print pages from https://thebrandleader.com for your own personal use subject to restrictions set in these terms and conditions.

You must not:

- Republish material from https://thebrandleader.com

- Sell, rent or sub-license material from https://thebrandleader.com

- Reproduce, duplicate or copy material from https://thebrandleader.com

Redistribute content from The Brand Leader Inc (unless content is specifically made for redistribution).

## Hyperlinking to our Content

The following organizations may link to our Web site without prior written approval:

- Government agencies;

- Search engines;

- News organizations;

- Online directory distributors when they list us in the directory may link to our Web site in the same manner as they hyperlink to the Web sites of other listed businesses; and

- Systemwide Accredited Businesses except soliciting non-profit organizations, charity shopping malls, and charity fundraising groups which may not hyperlink to our Web site.

These organizations may link to our home page, to publications or to other Web site information so long as the link: (a) is not in any way misleading; (b) does not falsely imply sponsorship, endorsement or approval of the linking party and its products or services; and (c) fits within the context of the linking party's site.

We may consider and approve in our sole discretion other link requests from the following types of organizations:

- commonly-known consumer and/or business information sources such as Chambers of Commerce, American Automobile Association, AARP and Consumers Union;

- dot.com community sites;

- associations or other groups representing charities, including charity giving sites,

- online directory distributors;

- internet portals;

- accounting, law and consulting firms whose primary clients are businesses; and

- educational institutions and trade associations.

We will approve link requests from these organizations if we determine that: (a) the link would not reflect unfavorably on us or our accredited businesses (for example, trade associations or other organizations representing inherently suspect types of business, such as work-at-home opportunities, shall not be allowed to link); (b)the organization does not have an unsatisfactory record with us; (c) the benefit to us from the visibility associated with the hyperlink outweighs the absence of The Brand Leader Inc; and (d) where the link is in the context of general resource information or is otherwise consistent with editorial content in a newsletter or similar product furthering the mission of the organization.

These organizations may link to our home page, to publications or to other Web site information so long as the link: (a) is not in any way misleading; (b) does not falsely imply sponsorship, endorsement or approval of the linking party and it products or services; and (c) fits within the context of the linking party's site.

If you are among the organizations listed in paragraph 2 above and are interested in linking to our website, you must notify us by sending an e-mail to [hello@thebrandleader.com](mailto:hello@thebrandleader.com). Please include your name, your organization name, contact information (such as a phone number and/or e-mail address) as well as the URL of your site, a list of any URLs from which you intend to link to our Web site, and a list of the URL(s) on our site to which you would like to link. Allow 2-3 weeks for a response.

Approved organizations may hyperlink to our Web site as follows:

- By use of our corporate name; or

- By use of the uniform resource locator (Web address) being linked to; or

- By use of any other description of our Web site or material being linked to that makes sense within the context and format of content on the linking party's site.

No use of The Brand Leader Inc's logo or other artwork will be allowed for linking absent a trademark license agreement.

## iFrames

Without prior approval and express written permission, you may not create frames around our Web pages or use other techniques that alter in any way the visual presentation or appearance of our Web site.

## Reservation of Rights

We reserve the right at any time and in its sole discretion to request that you remove all links or any particular link to our Web site. You agree to immediately remove all links to our Web site upon such request. We also reserve the right to amend these terms and conditions and its linking policy at any time. By continuing to link to our Web site, you agree to be bound to and abide by these linking terms and conditions.

## Removal of links from our website

If you find any link on our Web site or any linked web site objectionable for any reason, you may contact us about this. We will consider requests to remove links but will have no obligation to do so or to respond directly to you.

Whilst we endeavour to ensure that the information on this website is correct, we do not warrant its completeness or accuracy; nor do we commit to ensuring that the website remains available or that the material on the website is kept up to date.

## Content Liability

We shall have no responsibility or liability for any content appearing on your Web site. You agree to indemnify and defend us against all claims arising out of or based upon your Website. No link(s) may appear on any page on your Web site or within any context containing content or materials that may be interpreted as libelous, obscene or criminal, or which infringes, otherwise violates, or advocates the infringement or other violation of, any third party rights.

## Disclaimer

To the maximum extent permitted by applicable law, we exclude all representations, warranties and conditions relating to our website and the use of this website (including, without limitation, any warranties implied by law in respect of satisfactory quality, fitness for purpose and/or the use of reasonable care and skill). Nothing in this disclaimer will:

- limit or exclude our or your liability for death or personal injury resulting from negligence;

- limit or exclude our or your liability for fraud or fraudulent misrepresentation;

- limit any of our or your liabilities in any way that is not permitted under applicable law; or

- exclude any of our or your liabilities that may not be excluded under applicable law.

The limitations and exclusions of liability set out in this Section and elsewhere in this disclaimer: (a) are subject to the preceding paragraph; and (b) govern all liabilities arising under the disclaimer or in relation to the subject matter of this disclaimer, including liabilities arising in contract, in tort (including negligence) and for breach of statutory duty.

To the extent that the website and the information and services on the website are provided free of charge, we will not be liable for any loss or damage of any nature.

---

### DMCA Notice

Source: https://thebrandleader.com/dmca-notice/

# DMCA Notice

Contents

Contents

-
[1
Digital Millennium Copyright Act (DMCA) Notice](#tbl-legal-s-legal6a97232be9670-0)

A DMCA provides a process when a party that suspects a website of copyright infringement may provide notice of the alleged infringement. Under the DMCA, a hosting provider must remove or disable access to potentially infringing content upon receipt of a proper DMCA Copyright Infringement Notice.

Accordingly, The Brand Leader, Inc. ("Company") will respond appropriately to notices of alleged copyright infringement that comply with the DMCA. If you own a copyright in a work (or represent such a copyright owner) and believe that your (or such owner's) copyright in that work has been infringed by an improper posting or distribution of it via our website or services, then you may send us proper DMCA Copyright Infringement Notice. Company will only respond to DMCA Notices that it receives by physical mail or e-mail as shown below:

The Brand Leader, Inc.
Attn: Geoff Wasserman, DMCA Designated Agent
920 Wade Hampton Blvd.
Greenville, SC 29609
[864-281-1323](tel:8642811323) | [geoff@thebrandleader.com](mailto:)

It is often difficult to determine if your copyright has been infringed, therefore, Company may request additional information before removing any allegedly infringing material. In the event Company removes the allegedly infringing material, Company will notify the person responsible for posting such material that Company removed or disabled access to the material. Company may also provide the responsible person with your contract information including email address so that the person may respond to your allegations.

Company may, at its sole discretion, elect to not respond to DMCA notices that do not substantially comply with DMCA requirements. Company may elect to remove allegedly infringing material that comes to its attention by means that do not substantially comply with the DMCA. Please note that the DMCA provides that any person who knowingly materially misrepresents that material or activity is infringing may be subject to legal liability. We may send any information that you provide to us to the person who provided the alleged infringing work. That person may elect to send us a DMCA Counter-Notification. If we receive a proper DMCA Counter-Notification, then we may replace the material that we removed (or stop disabling access to it). Without limiting Company's other rights, Company may terminate a repeat infringer's access to the website and any other website owned or operated by the repeat infringer.

A proper DMCA Copyright Infringement Notice must be written, provided to the designated agent above and comply with 17 USC § 512(c)(3) and include substantially the following:

- A physical or electronic signature of a person authorized to act on behalf of the owner of an exclusive right that is allegedly infringed.

- Identification of the copyrighted work claimed to have been infringed, or, if multiple copyrighted works at a single online site are covered by a single notification, a representative list of such works at that site.

- Identification of the material that is claimed to be infringing or to be the subject of infringing activity and that is to be removed or access to which is to be disabled, and information reasonably sufficient to permit the service provider to locate the material.

- Information reasonably sufficient to permit the service provider to contact the complaining party, such as an address, telephone number, and, if available, an electronic mail address at which the complaining party may be contacted.

- A statement that the complaining party has a good faith belief that use of the material in the manner complained of is not authorized by the copyright owner, its agent, or the law.

- A statement that the information in the notification is accurate, and under penalty of perjury, that the complaining party is authorized to act on behalf of the owner of an exclusive right that is allegedly infringed.

A proper DMCA Counter Notification must be written, provided to the designated agent above, comply with 17 USC § 512(g)(3) and include substantially the following:

- A physical or electronic signature of the subscriber.

- Identification of the material that has been removed or to which access has been disabled and the location at which the material appeared before it was removed or access to it was disabled.

- A statement under penalty of perjury that the subscriber has a good faith belief that the material was removed or disabled as a result of mistake or misidentification of the material to be removed or disabled.

- The subscriber's name, address, and telephone number, and a statement that the subscriber consents to the jurisdiction of Federal District Court for the judicial district in which the address is located, or if the subscriber's address is outside of the United States, for any judicial district in which the service provider may be found, and that the subscriber will accept service of process from the person who provided notification under subsection (c)(1)(C) or an agent of such person.

---

### The Brand Leader Names Brent Campbell Director of Business Development

Source: https://thebrandleader.com/press/the-brand-leader-names-brent-campbell-director-of-business-development/

**FOR IMMEDIATE RELEASE**

**Veteran agency growth leader returns to TBL to help drive intentional growth across the Southeast and beyond**

*Greenville, S.C. — July 8, 2026 —* The Brand Leader® today announced that Brent Campbell has joined the agency as Director of Business Development.

Campbell brings more than two decades of agency business development experience and, for many who know The Brand Leader’s story, a familiar face. He previously spent several years with the agency before pursuing new opportunities, making this a return to a team and culture he knows well.

While The Brand Leader partners with brands across the country, Campbell’s primary focus will be growing relationships throughout the Southeast, from Greenville to Charlotte, Raleigh, Atlanta, Asheville, and the fast-growing markets in between, while continuing to cultivate national opportunities that align with the agency’s expertise and long-term vision.

Throughout his career, Campbell has helped marketing leaders across healthcare, higher education, manufacturing, travel and tourism, retail, luxury real estate, and e-commerce find agency partners that fit both their business challenges and ambitions. His approach begins with understanding what clients are truly trying to accomplish, long before conversations turn to scope, budgets, or deliverables.

“In our 30 years, some of the most rewarding client relationships we’ve built began during Brent’s first chapter with The Brand Leader,” said Geoff Wasserman, Founder and CEO of The Brand Leader. “Even after his career took him in a different direction, we never stopped rooting for one another, professionally and personally. Brent has always had a rare ability to connect the right clients with the right team, and that’s never been about selling. It’s about listening, understanding what people are trying to accomplish, and earning trust from the very first conversation. I’m thrilled to welcome him back home.”

“This is an exciting chapter for our agency,” said Michael Catanzaro, President and Chief Brand Officer of The Brand Leader. “We’re growing with intention, building momentum around the kind of work we want to do, the clients we want to serve, and the people we want beside us. Brent represents all of that. He understands that lasting growth starts with relationships, shared values, and a genuine desire to help people succeed. That’s how we’ve chosen to build this agency, and we’re excited to have him helping lead where we’re going next.”

**About The Brand Leader**
Founded in 1999, The Brand Leader® helps organizations discover who they are, clarify where they’re going, and build brands that drive meaningful business growth. Headquartered in Greenville, South Carolina, with offices in New York and team members across the United States, the agency provides brand strategy, creative, content, web development, digital marketing, and production services for clients across the country.

**Media Contact**
Geoff Wasserman
Founder & CEO, The Brand Leader
Geoff@thebrandleader.com

---

### International Writing Community “Shut Up &amp; Write!” Launches Upstate SC Chapter in Greenville

Source: https://thebrandleader.com/press/international-writing-community-shut-up-write-launches-upstate-sc-chapter-in-greenville/

**FOR IMMEDIATE RELEASE**

## International Writing Community “Shut Up & Write!” Launches Upstate SC Chapter in Greenville

**Bi-weekly writing gatherings offer community, momentum for writers across the region**

**Greenville, SC** — Writers across Upstate South Carolina will soon have a new place to gather, focus, and simply do what the name says: write.

A new Upstate chapter of **Shut Up & Write!**, the 150,000+ member global writing community that hosts free writing sessions around the world, will launch its first gathering on **Thursday,** **May 14, at The Brand Leader Studios in Greenville**. The group will meet **bi-weekly** from 4 to 5:30 p.m. and is open to writers of all levels and genres.

Greenville joins a growing international network of writing communities designed to help writers overcome isolation and build momentum through shared writing sessions.

The Upstate chapter will be hosted by **Geoff Wasserman, founder and CEO of The Brand Leader**, and **Rich Hefty, Director of Copy for The Brand Leader**.

Shut Up & Write! sessions ([https://www.shutupwrite.com/](https://www.shutupwrite.com/)) help writers overcome procrastination by gathering together for focused writing time. Participants briefly introduce themselves, set writing goals, and then work independently in silence before reconnecting afterward. Unlike traditional writing workshops, there is no critique or feedback required. It is simply dedicated time to write.

“For many writers, the hardest part is not the craft. It’s simply showing up consistently,” said Wasserman. “But sometimes the very first step is the hardest of all. This is also for the person who has always felt there is a book in them or creativity waiting to come out, but they’re not sure how to begin. Sometimes you just need a door to walk through. A place to sit down, open a laptop or notebook, and start.”

Wasserman first discovered the organization on a trip to Montreal with his wife, Amy, also a writer. Inspired by its inclusive format, they knew immediately the Upstate needed a chapter.

The Greenville group becomes **only the second Shut Up & Write! chapter in South Carolina**, joining an existing chapter in Columbia.

For Wasserman and Hefty, launching the chapter is also a way to give back to the writing community that has long been part of their professional lives. For nearly three decades, The Brand Leader has collaborated with writers across the Upstate as freelancers, journalists, content strategists, and authors.

“The Upstate is home to so many talented writers,” said Hefty. “Seasoned pros, stay-at-home parents, aspiring authors, would-be poets — this group is for all of them. No matter who they are, writers want to write. Unfortunately, most of us are pretty good at finding reasons not to. No time. No inspiration. No space. No coffee. The whole point of this group is to remove excuses, reclaim some time, and offer an hour-long retreat where anyone who wants to can work on their craft in the company of fellow writers.”

Wasserman, himself an author and longtime ghostwriter, says the group is not about critique or instruction.

“It’s simply about showing up. Writers bring whatever they’re working on. Novels, articles, scripts, research, or simply journaling. Then they spend dedicated time making progress.”

Sessions are relaxed and welcoming, with optional conversation before and after writing periods.

“Writing is often solitary work,” Wasserman added. “But it doesn’t have to be lonely.”

The group is open to local writers as well as members of other Shut Up & Write! Who may be traveling through the Upstate.

### **Event Details**

**Event:** Shut Up & Write! Upstate South Carolina Launch Gathering
**Date:** Thursday, May 14, 2026
**Time:** 4 to 5:30 p.m.
**Location:** The Brand Leader Studios, 920 Wade Hampton Blvd, Greenville, SC 29609
**Frequency:** Bi-weekly
**Hosts:** Rich Hefty & Geoff Wasserman

Writers interested in attending are encouraged to bring a laptop, a notebook, or whatever they typically use to write.

**RSVP**: To reserve your spot or get more information, email [rich@thebrandleader.com](mailto:rich@thebrandleader.com).

More information about the global Shut Up & Write! community can be found at **shutupwrite.com**.

**Media Contact** Geoff Wasserman
Founder & CEO, The Brand Leader
Geoff@thebrandleader.com

---

### The Brand Leader Appoints Michael Catanzaro as President &amp; Chief Brand Officer

Source: https://thebrandleader.com/press/the-brand-leader-appoints-michael-catanzaro-as-president-chief-brand-officer-2/

*Greenville, SC — Dec 5, 2025* — The Brand Leader announced today that **Michael Catanzaro** has joined the agency as **President & Chief Brand Officer**, a key leadership role that will guide the agency’s next era of strategic & creative excellence and digital-first growth.

This leadership move comes during a pivotal year for The Brand Leader, marked by expanded digital leadership, new strategic client offerings, and a renewed focus on integrating AI, data, and brand storytelling into a unified creative ecosystem.

With more than two decades of experience leading creative teams, building brands, and integrating digital and AI-enabled work across channels, Catanzaro will oversee The Brand Leader’s brand, creative, and strategic direction as it continues to evolve and expand as a strategy-led, digitally-powered brand agency where consumer, creative, and performance meet.

Catanzaro’s background includes over sixteen years at a single agency, where he rose to client and brand leadership, **leading major brands like ASICS (over 10 years, winning multiple awards including Cannes and Pencil), Petco, Boston Scientific, Elevate Financial, MoneyGram, Adidas, Disney, Marvel, Monster Energy, **and others. He then moved client-side **as Global Head of Brand and Creative at MoneyGram **where he built and led a full in-house agency from scratch, serving multiple business units, driven by world-class talent and AI-innovation. He retained his former agency working with MoneyGram, a testament to the trust and long-term relationships he has forged.

“Michael is the kind of leader who elevates both the work and the people who create it,” said **Geoff Wasserman, CEO and Founder of The Brand Leader**. “He brings a rare blend of steady creative brilliance, deep digital and AI fluency, and the kind of humility and warmth that makes teams better. As The Brand Leader continues strengthening our strategy-led, digitally-powered approach, he is the right leader for this next chapter.”

As part of this transition, Executive Creative Director and President Kyle Duford will be transitioning out of his role by year’s end. The Brand Leader expresses sincere gratitude for his contributions to the agency’s creative evolution and the work produced during his six-year tenure. He will support a smooth and healthy transition through the remainder of the year.

Creative teams, client partnerships, and daily operations will continue without interruption. Catanzaro assumes the President & Chief Brand Officer role immediately, while Kyle supports a thoughtful transition through year-end.

“This is a healthy and intentional step forward,” said Wasserman. “Our clients remain in exceptional hands and will benefit from even deeper leadership strength and digital-first creative expertise in the years ahead.”

“Stepping into this role is an opportunity to deepen what The Brand Leader has always stood for: helping brands find their way,” says Catanzaro. “Geoff and the team have built something meaningful, and I’m committed to elevating it—refocusing our craft, strengthening our people, and setting a new bar for the impact we create with our clients.”

**About The Brand Leader**
Founded in 1999, The Brand Leader is a strategy-led, digitally-powered brand agency where consumer, creative, and performance meet, specializing in strategy, branding, creative, web development, and digital marketing. Headquartered in Greenville, SC, with offices in New York and staff across the U.S., TBL partners with brands of all sizes to build emotional connections and unforgettable experiences. Today, the agency is expanding its capabilities into AI-driven performance optimization, helping brands interpret and harness artificial intelligence to achieve greater impact. 

---

### The Brand Leader Appoints Patricia (Patty) Gallardo as Vice President to Drive Growth, Scale Execution, and Elevate AI Enhanced Services

Source: https://thebrandleader.com/press/the-brand-leader-appoints-patricia-patty-gallardo-as-vice-president-to-drive-growth-scale-execution-and-elevate-ai-enhanced-services/

GREENVILLE, S.C. — The Brand Leader®, the omnichannel creative agency that specializes in building unforgettable brands, announced today that [Patricia (Patty) Gallardo](https://thebrandleader.com/team/patty-gallardo/) has joined the company as Vice President. This strategic hire marks a significant move in TBL’s evolution as creative lead AI-interrupters. Gallardo brings senior leadership support, operational expertise, and proven authority in digital marketing to bolster the firm’s already robust capabilities across paid and earned media, web development, and AI-driven solutions.

Gallardo joins the team with more than a decade of experience scaling digital and integrated agencies, where she has led campaigns and cross-functional teams across every major touchpoint in the client lifecycle. She previously co-founded and scaled a marketing agency from the ground up, delivering measurable results for national brands such as **NAPA Auto Parts**, **Trinchero Wines**, and **Your Pie Pizza** chains.

Earlier in her career, Gallardo honed her creative and brand management expertise at **Nickelodeon** and **Viacom** in New York City, where she coordinated global product development, licensing initiatives, and large-scale creative campaigns for flagship properties. This experience positioned her as a trusted leader at the intersection of creativity, brand strategy, and operational excellence.

For the past two years, Gallardo has also worked extensively with AI-powered custom tools, leveraging artificial intelligence to enhance marketing strategy, streamline operations, and optimize performance. She brings this expertise to The Brand Leader, where the agency is positioning itself as both a creative powerhouse and an AI interpreter—helping brands translate cutting-edge technology into meaningful business outcomes.

"Patty's one of those unicorns you rarely stumble across. She’s someone who actually gets both the strategic big picture and the nitty-gritty execution," said Geoff Wasserman, Founder/CEO at The Brand Leader. "Six years at Nickelodeon *plus* her journey from account manager to partner? That's someone who's been in the trenches and knows what it takes to turn creative into measurable results. She can manage teams, yes, but she also rolls up her sleeves and digs in with them. That's the kind of leader who talks strategy and helps to make it happen."

In her role, Gallardo will work closely with senior leadership and department heads to tighten workflows, expand client delivery systems, and align cross-functional teams for more efficient execution. Her oversight will extend across TBL’s non-creative service offerings.

“This agency already has the bones of something remarkable, and the creative chops to back it up,” said Gallardo. “My role is to help the team operate more smoothly, scale the work more intelligently, and ensure our clients feel that power from strategy to execution.”

Geoff Wasserman, Founder and Partner, added: “Entering our 27th year, we believe the next several years will be the most challenging brands have ever faced, navigating rapid shifts in technology, culture, consumer segmentation, and expectations. Adding Patty is another significant step and investment in our agency’s evolution, strengthening both our leadership and our ability to guide clients through this complexity. She embodies the culture we value most: questioning assumptions, learning relentlessly, and leading with both strategy and care.”

With Patty Gallardo joining the team, The Brand Leader is poised to deliver even more of what clients have come to expect: brands that are Impossible to Forget™, executed with precision, passion, personality, and now, AI-driven performance optimization.

**About The Brand Leader®**
Founded in 1999, The Brand Leader is a digital-first creative agency specializing in strategy, branding, creative, web development, and digital marketing. Headquartered in Greenville, SC, with satellite offices in New York and staff across the U.S., TBL partners with brands of all sizes to build emotional connections and unforgettable experiences. Today, the agency is expanding its capabilities into AI-driven performance optimization, helping brands interpret and harness artificial intelligence to achieve greater impact. 

---

### The Brand Leader acquires wine and spirits marketing agency Benson Marketing Group

Source: https://upstatebusinessjournal.com/business-news/the-brand-leader-acquires-wine-and-spirits-marketing-agency-benson-marketing-group/#new_tab

The Brand Leader, a creative agency specializing in advertising, branding, and design, has acquired New York–based Benson Marketing Group, a wine and spirits marketing agency, for an undisclosed amount. Benson Marketing Group will retain its name and continue operating from its New York office, expanding The Brand Leader’s presence across Greenville, New York City, and Boulder, Colorado.

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