Lippincott

A panel with an epic line-up of C-Suites leaders from Gap, General Motors, and Tropicana Brands Group. A workshop on finding your brand voice in a time where consumers demand it. And of course, AI, and what it means for the future of consumer insights and experience design.   We got a stacked line-up for #SXSW2025. But first, we need your help!   Please consider voting for our sessions, below: ➡️ Getting Brand a Seat at the Table featuring Eric Tsytsylin, Fabiola Torres, Norm de Greve, and Monica McGurk, who will share their approaches to nurturing, advocating for, and investing in brand as a true business asset. https://lnkd.in/ekj7K9_x   ➡️ How Self-Aware Is Your Brand? In this hands-on workshop, Lizzie Harris will breakdown how brands can find themselves, and their brand voice—and ultimately, win with customers: https://lnkd.in/ekv6ffpw   ➡️ The Insights Showdown: Humans vs AI, Who Will Reign Supreme? It’s a topic on everyone’s mind: can AI research replace the insights from traditional consumer research? Taddy Hall and Melissa Tischler will get to the bottom of it in a live Jobs to Be Done interview featuring a human respondent vs a matching AI persona. https://lnkd.in/eNMe_yVf   ➡️ Welcome to the Age of Ephemerality featuring Tom Ajello™ and AI Trailblazers' Shiv Singh. In this fireside chat, they’ll explore and define a new era of brand engagement—where one's ephemeral approach to engagement dictates success. They’ll review the 5 bellwethers of this new age and give brand leaders the tools needed to succeed in an AI-driven brand world. https://lnkd.in/en9djKPB Scroll through to explore our sessions and head to each above link to vote by August 18 (you will need to make a login, but it’s super quick, we promise!). We’d hope to see y’all there in March 2025. 🤠

What happened to the good old fashioned tagline? Lippincott's Jake Hancock breaks it down for ADWEEK, along with key considerations around how to think of taglines as a brand asset, not just an advertising device: https://lnkd.in/e3sERxmY

Oh, 👋 Brendán Murphy! Our Global Creative Director will take the #AIGADesignConf virtual stage this fall to talk about how to stop designing for the algorithm, and in turn, create brands that are bold, make noise and embrace their differences. We hope to see you there!

Across industries, brand proliferation is an unquenchable thirst. From beer to sparkling water to ice cream to athleisure. From healthcare to financial services and beyond. The story is the same: with similar promises, proliferators seek to disrupt their category and bring down barriers to entry, often with tech-native methods and a startup spirit. So, how should you navigate proliferation in your category? Should you attack? Defend? Ignore? Brand strategy associate Jack Stiuso, along with Senior Partner David Stein, give us some rules of the road, including where your masterbrand comes in. Get the full story: https://bit.ly/3Ww6DMD

School’s in session for South Australia. Introducing the new Adelaide University—a school born from the legacies of the University of Adelaide and the University of South Australia, poised to redefine the global higher education sector. Our team in Sydney loved tackling this project with a fantastic client. The remit was clear: create a brand that harnessed the legacies of two storied universities and differentiated the new school from the world’s top-100 universities and Australia’s prestigious Group of Eight. Blend the traditional, research-driven elements of higher education with the innovation and agility needed to teach today’s students—and bring it to life with a modern, fresh brand expression that bucks the conventional visual systems you see representing universities across the globe.  See the work: https://lnkd.in/eb-zSsN3 #branding #education

"To put it another way, education now moves at the speed of digital—so the branding of educational tools and services should look like it can keep up." 🙌 thanks for the write-up, Fast Company.

Education has changed dramatically in the past five years. So, too, has its challenges. For instance, in a typical day, a teacher interacts with 68 different technology platforms—a result of an explosion of teaching resources meant to make teachers’ lives easier. But often it has the opposite effect. HMH, previously known as Houghton Mifflin Harcourt and a leader in K-12 education for nearly 200 years, is changing that with an end-to-end platform that not only offers educators more effective tools and simplifies their lives, but ultimately delivers better student outcomes. So, we partnered with our client to reflect HMH’s business transformation with a new brand that would telegraph its role as a digital-first innovator, while staying relevant to educators who know and love the company primarily as a static textbook provider. See the work: https://lnkd.in/gP8Ajy6S

After a decade at alcohol giant Diageo, building iconic brands like Smirnoff, Gordon’s Gin and Johnny Walker, David Lester was ready for his next chapter: entrepreneurship. And while the road there wasn’t completely smooth sailing, it was well worth it. In 2018, he co-founded OLIPOP PBC, the pre-biotic soda juggernaut that’s disrupting the beverage category and is projected to hit $500 million in sales this year. In the latest episode of #IITMpodcast, we sat down with David, who also serves as OLIPOP’s President, to unpack how he got here and the guiding principles he takes with him wherever he goes. Read on for his 3 lessons on brand-building—and tune into the episode here: https://lnkd.in/d9xF5Kg7

When it comes to enhancing innovation, hiring external partners can be a game-changer. It's all about strategically augmenting your team's capabilities—and it's been proven to work. Leading companies like Google and Slack do it. We've done it time and again with some fantastic clients. But in between the success stories, we routinely see five common sticking points that prevent brands from hiring external partners. Senior partner Melissa Tischler states the case against them, and how to pair in-house with external teams to supercharge innovation and experience success: https://lnkd.in/ew7V8VgM

Alumnium cans branded with skulls. Wacky partnerships that run the gamut—from Travis Barker to Martha Stewart. And a brand built on humor and satire. This is not what you might expect from a brand selling water.   But that's exactly Liquid Death's point. And on the latest episode of #IITMpodcast, we were lucky enough to sit down with the brand's VP of Creative, Andy Pearson—the brains behind Liquid Death's subversive marketing tactics.   During our conversation, we uncovered many rule-breaking ways Liquid Death has garnered its cult-like following. Read on below for 5 lessons from the brand's non-marketing marketing playbook—and tune into the episode here: https://lnkd.in/gru6D9Mk