We are excited to announce our new partnership with Baxter Of California! As a Los Angeles-born brand, Baxter of California will bring its lineup of tried-and-true grooming products to Rams players, staff and fans. “Teaming up with Baxter of California will infuse our facilities with an authentic LA brand and their beloved product,” said Los Angeles Rams Chief Commercial Officer Jennifer Prince. “As we gear up for the upcoming season, we’re pleased to welcome Baxter of California’s game-changing essentials to our locker room and look forward to cultivating unique and engaging activations throughout the year.” Read more here: https://lnkd.in/gY6DsGx3
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🌱🥔 From Farm to Table: Tyrells' journey of staying true to their roots and winning the market through distinctiveness and premium quality is a masterclass in brand strategy. A nice case of how to go premium and not die trying! #Premiumisation #DistinctiveAssets #BrandStrategy
Tyrells Tackle the tyranny of price promotion
ipsos-posts.com
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Editor of the Beauty Insights newsletter | Host of the CosmoFactory podcast | Consultant to Cosmetic Industry Suppliers
Can you help? ✨I'm building a list of all the BEST 2024 Beauty Industry events✨ please comment below with your favorite events & those that your organization will be hosting in the New Year local ~ global ~ virtual ~ trade shows ~ events ~ all of it! #skincare #beautyindustry #beautybusiness
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Brand specialist | Author: Brand in the Boardroom | Helping ambitious organisations make an impact | Brand strategy | Brand identity | Brand management | Trustee at CoLab
I recently bought an axe because I liked the name. I needed the axe, but it was the name that nudged me towards that particular brand. “Magnusson” conjured up the image of something sturdy, in the hand of a viking. Now, I just need it for tidying up some wood in our garden, not clearing a path through my enemies. But I was convinced a Magnusson axe was the right choice. Now, I’ve struggled to find much information about Magnusson, and certainly no evidence of nordic heritage. The name may well just be a clever marketing ploy, to convince gullible novices like me to buy their products. So never underestimate the power of the “right” name. A name that fits your company or products. The name could be the first experience that a potential customer has of your company or your products, so make the most of it. It’s not appropriate for every company or situation. But the power to make a strong first impression is always worth considering. Häagen Dazs is an interesting example. The name was made up by founder Reuben Mattus when he launched the company in the USA in 1960. He wanted something that sounded Danish, because he thought that would fit the image he wanted to create for his ice cream company. If you’d like to have a chat about choosing company names, or making a strong impression with new customers, do let me know. I’ve been doing this for thirty years, so I'm always happy to share some of that experience. I make time in my diary every week for these conversations, so drop me a message and we can arrange something. #Brand #CompanyNames #BrandNames
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“Building a successful brand is a lot more than thinking you understand what the market is looking for." Lawrence Jenkins When it was originally announced that Kylie Jenner had been working on a hard seltzer brand within a week or so after her perfume Cosmic was announced, I was pretty caught off guard. My immediate thought was, isn’t Kendall the one that has 818 Spirits? However, I decided to not take it at face value. They describe themselves as SPRINTER VODKA SODA, made with premium vodka, real fruit juice, & sparkling water, 100 calories. no added sugar, available nationwide 3.21, 21+ to follow,” which was intriguing. Maybe I lack the proper perspective on this one, but since I don’t drink,. There are a few reasons why I think there is a possibility of this brand not being able to become a long-term brand. This is one of those things that all celebrity brands will deal with in the beginning. What makes this different from any other brand? And what makes it different should never be the person behind it, because that’s not how brands maintain longevity. And with what we were given, I’m not too sure how this will be, and I think only the future will tell. But what of the rollout? So here is what I would do if I were on the marketing team or public relations team of Sprinter Spirits, if I were to set it up for success. I’m going to keep it to bullets but make a longer document for those who want an in-depth plan. The first step is to answer the unanswered questions: ✅ Who or what is SPRINTER? ✅ What, aside from the "market,” led this brand to be formed? ✅ Why so close to another brand release? ✅ What does this mean to the face of the brand Kylie Jenner? ✅ What makes this need to be a stand-alone product instead of a collaboration with Kendall? There are so many things that could've made this a staple brand, and judging from the metrics I've found, canned seltzers are on the rise now. However, can we make Sprinter Spirits something that has longevity? I'm intrigued to see if it will; feel free to look at the ideas I came up with below. Relevant People: Sprinter Spirits Brad Taylor Brent Wunder Lida Clapp Nathalie Kingsdale #celebritybrand #socialmediamarketing #socialmedia #hardseltzer #sprinterspirits
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🤔 Is brand pragmatism more effective than bravery? What does pragmatism have to do with Vinted? 👉🏻 Listen to Emma Sullivan’s presentation at Baltic Brand Forum and get some fresh ideas on how to be pragmatic and maybe also brave.
Emma Sullivan | Baltic Brand Forum 2023
https://www.youtube.com/
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Branding transcends mere aesthetics, embodying a company's promise and building trust, as exemplified by Johnson & Johnson's handling of the Tylenol crisis with transparency and innovation. This incident showcases the critical role of branding in crisis management, highlighting how maintaining integrity and prioritizing consumer safety can reinforce brand loyalty and trust. The Tylenol case underlines the importance of adaptability, transparency, and a consumer-centric approach in overcoming challenges and ensuring long-term brand success. #Branding #CrisisManagement #BrandTrust #MarketingStrategy #BusinessResilience #TylenolCase #ConsumerSafety
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Business Leader ✤ Sustainability Consultant ✤ Designer ✤ Strategist ✤ I work on ➤ Team Building | Waste Reduction | Climate Solutions | Renewable Energy | Regenerative Business | Circular Economy
Clearly there were a number of factors that contributed to the unraveling of Beautycounter but at the center was a shift in focus away from their purpose and towards aggressive growth. The company’s mission of offering simple, non-toxic products to market and supporting a network of independent sales consultants was key to their initial success and brand loyalty. Ironically, turning their attention away from core stakeholders and delivering on their value proposition, towards prescriptive growth undermined their ultimate goal. Leading with purpose and a focus on stakeholder value is key to sustainable growth. This story highlights how quickly overemphasis on short term metrics can undermine years of building goodwill. #sustainablebusiness #leadwithpurpose #stakeholdervalue
How a Distinctive Beauty Brand Fell Apart, Sinking Almost $700 Million With It
https://www.nytimes.com
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🥃 Systematizing your drink brand's growth: from 10 bottles to 10k cases | 🎙️ Host of The MAFFEO DRINKS Podcast ℹ️ Guides & Podcast 👇🏻
It takes 20 years to make an overnight success. 20 years is usually a generation. I discussed it at Bar Convent Berlin 2023. All brands wanna get a slice of Gen-Z. But how do you ensure that your brand stays relevant across generations? Build a brand that appeals to more than Gen-Z. https://lnkd.in/e2R_6KQq
Demystifying Gen-Z
maffeodrinks.substack.com
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Last year, we saw an extraordinary resurgence of beloved nostalgic brands. Many recognisable names from the past, which may have weathered declines or even vanished from the market, are now staging a triumphant return. Leading this charge is none other than Barbie. The resurgence of Barbie isn't just a testament to a classic toy; it's a cultural phenomenon that's tapping into the collective nostalgia of generations past, while also successfully adapting to contemporary tastes, presenting a novel experience for a generation that may not have encountered the original versions. For instance, there was a 340% surge in demand for Birkenstocks following its debut in the Barbie film. Leveraging platforms like Instagram, TikTok, and Pinterest, these brands find new life through visually captivating content, creating a shared cultural experience. This revival could partly be caused by a post-pandemic yearning for the familiar and comforting memories of a simpler time. However, the cyclical nature of cultural and fashion trends also plays a role; nostalgia marketing generally runs on a 20-to-30-year cycle. This cycle allows sufficient time for those with childhood memories to mature into adults with the ability to make purchasing decisions. Read more:
The Resurgence of Beloved Brands
savills-share.com
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Why did Absolut Vodka rise to superbrand status to then go into a long stagnation? Will the recent "rebrand" help? Analyzing brands and marketing is both a science and an art. Sometimes, brand management is about rational analysis and number crunching. Sometimes, it is psychology and humanism, bordering on art. This Absolut analysis leans heavily to that side. (Read the enclosed graphic story). And that is because the Absolut story is so fantastic and different to begin with. After you read it, I think you agree that even before we go into the numbers; media reach, PR, or how to work their category management - you name it - one must understand where it came from and why. There is another thing to this particular analysis that makes it special. For better and for worse, it is totally mine. You see, most of the time an analysis is based on bits and pieces of a puzzle, you research, you map out. You add to it, for sure, but it is more like you finish a painting rather than do it from blank canvas. But this one has grown in my mind. I grew up with the Absolut success. I moved to the US and saw the pirated college Tshirts. I saw the brand go from iconic status to a relative decline. I saw their line extensions and various attempts to rejuvenate. And not all things can be fit into a graphic story either. I think many might read this and say "But they are doing rather well now". That is a matter of perspective. Yes, compared to any vodka brand they are still doing quite OK. There are challengers, but there will always be new and faddish actors. Gray Goose came but stagnated too. However, I think of what they could be today. And I say they could be more, much more. They could be absolutely divine. Enough, now read the story! And - please pass it on to someone who might benefit from reading a brand not just by numbers and tactics, but to get a deep fundamental insight about what can drive a brand in the first place. Skål!
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We're looking forward to this awesome partnership and an exciting 2024 season. Let's Go!