‘Blanding' is still going strong (3 minute read)
"Blanding" is a trend where companies simplify their logos and visual identities. This minimalism typically features flat graphics and muted color palettes, making many brands look similar. Although some businesses prioritize functionality and user experience in their designs, this can lead to challenges in brand differentiation. Recent examples, like PayPal's logo refresh, highlight the ongoing debate about whether this trend undermines brand identity. Critics suggest that while simplicity can enhance digital recognition, it may also sacrifice visual distinctiveness.
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Retailers: Google is becoming your new category page (7 minute read)
Retailers need to adapt to Google's new ecommerce search results, which now resemble Amazon's category pages. This shift means that product pages are prioritized over traditional category pages. It'll be important to enhance product data with information such as pricing and features. Focusing on long-tail keywords will allow smaller brands to compete more effectively against larger competitors. Retailers should also anticipate that Google will continue refining its search experience, requiring proactive updates to their SEO strategies.
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Turning $1,000 into $28M ARR at lemlist (9 minute read)
lemlist, a bootstrapped startup, turned a $1,000 investment into $28M ARR by focusing on personalized cold outreach and community-driven growth. Some innovative features, such as email warm-up and multi-channel integration, helped differentiate the startup from competitors. Most recently, to address declining conversion rates, lemlist launched a reverse trial model aimed at improving long-term customer relationships.
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Amazon Advertising guide: How to reach customers and sell more (10 minute read)
Amazon's ad suite has expanded beyond only product sellers, now offering ad solutions for service providers through options such as Sponsored Display and Amazon DSP. Sponsored Products remain a key tool for sellers, driving visibility and sales through targeted ads in search results. For service businesses, Sponsored Display offers targeting based on customer behavior and purchase history, extending ads across Amazon and partnered platforms.
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TYB (Tool)
TYB is a play-to-earn community management platform that helps brands engage with customers by offering rewards for participating in challenges, sharing content, and making purchases. Customers earn points or coins which can be redeemed for discounts and products.
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Inboundr (Tool)
Inboundr.ai automates content creation by using AI to record and analyze conversations, particularly within Slack, turning these into personalized content for LinkedIn posts. It allows employees to become social media advocates and helps executives establish thought leadership. A beta version is available for sign up.
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Pinterest: Introducing new AI and automation campaign features to support advertisers (3 minute read)
Pinterest has launched its Performance+ suite, an AI-driven tool designed to improve lower-funnel advertising efficiency through automation. Performance+ campaigns reportedly decrease campaign creation time significantly, with 50% fewer inputs required. Early testers of the tool, such as Walgreens and Prada, reported marked improvements in clickthrough rates and ROAS. Pinterest has also introduced Personalized Promotions, which boost conversions with advanced targeting driven by machine learning.
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Brand Narrative: Why You Need A Bold Narrative To Stand Out (And How To Create One) (3 minute read)
In 2003, Las Vegas redefined its brand narrative with the iconic tagline, "What happens here, stays here." Instead of focusing on specific features like gambling, the campaign highlighted the city as an escape from judgment, appealing to tourists seeking freedom. This bold narrative gave meaning to Las Vegas trips, differentiating it from competitors and attracting millions of visitors. Businesses can similarly stand out by creating a strong brand narrative that offers a compelling story rather than relying solely on their capabilities.
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Breaking down the different types of personalization (5 minute read)
There are 2 main types of personalization in marketing: rule-based and AI-driven. Rule-based personalization allows marketers to create experiences using predefined rules based on user actions or demographics. AI-driven personalization uses machine learning to analyze user behavior in real time, delivering highly personalized recommendations like content or products based on similar customers' interactions. Combining both approaches enables marketers to control specific aspects of user experience while leveraging AI for scalability.
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Thanks for reading,
Alison Koh, Maddi Salmon & Joao Kodama
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