{"id":21604,"date":"2024-10-29T19:52:47","date_gmt":"2024-10-29T19:52:47","guid":{"rendered":"https:\/\/marketingalec.com\/?p=21604"},"modified":"2026-03-31T00:24:51","modified_gmt":"2026-03-31T00:24:51","slug":"brand-lessons-from-adweek-2024","status":"publish","type":"post","link":"https:\/\/marketingalec.com\/ro\/brand-lessons-from-adweek-2024\/","title":{"rendered":"\ud83d\udc40 Brand Lessons From AdWeek 2024"},"content":{"rendered":"


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AdWeek Isn’t What it Used to Be… But There Are a <\/strong>Few<\/strong><\/em> Gems<\/strong><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n\n\n
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#1 AdWeek Insight: Your Brand Needs to Be Robust in Order to Grow \ud83d\udcaa\ud83c\udffc<\/h1>\n

Read Time:<\/strong> 4 minutes<\/p>\n

I\u2019m in NYC for AdWeek, which is not<\/strong> what it used to be, and I\u2019m not sure we will be going back…\ud83d\ude12<\/p>\n

The best session I attended was by WARC<\/a> on how the majority of brands overspend on performance marketing because it’s easier to measure and explain.<\/p>\n

But the more robust<\/strong> your brand is, the more it lifts all segments of your funnel\u2026\ud83d\udc47\ud83c\udffc<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n\n\n
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A strong brand will be harder to do in our AI data-driven world. Where, if the AI can\u2019t measure<\/strong> it, we can\u2019t run<\/strong> it.<\/p>\n

Nike is a recent example of where the headlong drive to the more measurable digital DTC channel erased $27.5 Billion in a single day<\/a> at the expense of fuzzier brand metrics.<\/p>\n

Don’t Despair…<\/h2>\n

The reality is we can<\/strong> measure many of these \u201cfuzzier\u201d things (creative pre-testing<\/a>, Brand lift<\/a>, and much more), but because it\u2019s harder, we don\u2019t.<\/p>\n

It’s easy to fall into this false narrative of Performance vs Brand.<\/p>\n

\nPerformance v Brand Marketing<\/h2>\n

Performance Marketing = Fixed mindset<\/a> ie. taking more share<\/strong> of our fixed market from our 5 competitors.<\/p>\n

Brand Marketing = Growth mindset<\/a> ie. we can g r o w<\/strong> our market.<\/p>\n

The reality is we need both, and in a world where TikTok this week<\/a> joined Google and Meta in launching AI Driven Ads, it’s easy to fall for letting AI run all your Ads. \ud83e\udd16<\/p>\n

Resist this. Channel your Seth Godin<\/a> and Be the Purple Cow<\/a>. I have confidence you can do both.<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n\n\n
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Are you struggling with stagnant ads and stalling brand growth?\ud83d\ude80<\/p>\n

\ud83d\udc49\ud83c\udffc Book your Free consult\ud83d\udc48\ud83c\udffc<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n\n\n
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97% Of Us are going to need to upskill with ai<\/h2>\n

I took the \ud83d\ude82 to NYC. It gives me time to think.<\/p>\n

And I think this article is wrong, \u201cGartner Says Generative AI will Require 80%<\/strong> of Engineering Workforce to Upskill Through 2027.\u201d<\/a><\/p>\n

It is more like 97%<\/strong> of us are going to need to Upskill. Let’s assume that 1%<\/strong> of the population retires a year, so 3%<\/strong> will be retired by the end of 2027; everyone else will have to deal with AI.<\/p>\n

That is crazy. After years of trying, I can\u2019t get team members to use Asana or Gmail effectively.<\/p>\n

So, how can we train 97% of the team on AI?<\/p>\n

We need to make it fun. Less scary<\/strong> and personally relevant<\/strong>.<\/p>\n

Great\u2026how?<\/strong><\/h2>\n

I\u2019m running an experiment. Today, I bought one of my biggest AI skeptics, a pair of Meta<\/em> Glasses<\/em>. \ud83d\ude2c<\/p>\n

Why? <\/strong><\/h2>\n

\ud83d\ude05 I like to do hard things – I\u2019ll update you on how it goes, the good, bad, and ugly.<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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AdWeek Isn’t What it Used to Be… But There Are a Few Gems #1 AdWeek Insight: Your Brand Needs to Be Robust in Order to Grow \ud83d\udcaa\ud83c\udffc Read Time: 4 minutes <\/p>","protected":false},"author":1,"featured_media":25948,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"","footnotes":""},"categories":[37],"tags":[],"class_list":["post-21604","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ai-ads"],"blocksy_meta":[],"_links":{"self":[{"href":"https:\/\/marketingalec.com\/ro\/wp-json\/wp\/v2\/posts\/21604","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/marketingalec.com\/ro\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/marketingalec.com\/ro\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/marketingalec.com\/ro\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/marketingalec.com\/ro\/wp-json\/wp\/v2\/comments?post=21604"}],"version-history":[{"count":21,"href":"https:\/\/marketingalec.com\/ro\/wp-json\/wp\/v2\/posts\/21604\/revisions"}],"predecessor-version":[{"id":27052,"href":"https:\/\/marketingalec.com\/ro\/wp-json\/wp\/v2\/posts\/21604\/revisions\/27052"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/marketingalec.com\/ro\/wp-json\/wp\/v2\/media\/25948"}],"wp:attachment":[{"href":"https:\/\/marketingalec.com\/ro\/wp-json\/wp\/v2\/media?parent=21604"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/marketingalec.com\/ro\/wp-json\/wp\/v2\/categories?post=21604"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/marketingalec.com\/ro\/wp-json\/wp\/v2\/tags?post=21604"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}