Latest news with #brands
Forbes
2 days ago
- Business
- Forbes
Why Creators Are Saying 'No' To Perpetual Usage Rights
Perpetual usage rights have become one of the most polarizing clauses in modern brand-creator contracts. For many content creators, these clauses spark immediate hesitation, even when attached to 'dream brand' partnerships. At a time when creators are being more intentional about how their work and likeness are used, perpetual usage is often a hard 'no' for many. But brands, especially those managing long-term campaigns and large creative investments, continue to push for these rights. Creators want to maintain control over their image and future partnerships, while brands want to ensure longevity and security in the content they invest in. This tension has led to more creators walking away from potential collaborations even when the brand is a perfect fit in every other way. Sadly, this is leading to more and more creators turning down partnerships while brands offer them to other creators who may not be as well-informed about topics like perpetual usage rights. As influencer marketing matures, the industry is hitting a wall. In more negotiations, perpetual usage rights are no longer accepted without thorough back-and-forth. For creators, there are several reasons why perpetual usage rights are seen as a hard no. First, perpetual use can restrict future brand deals, especially with competing companies in large brand categories such as clothing, beauty, home decor, etc. If, for example, a creator had a partnership including perpetual usage rights with a company like Maybelline, it may be difficult for them to be seen as 'open to work' from competing brands like Covergirl. Therefore, the creator may ultimately miss out on opportunities (and, in turn, income). Second, creators are increasingly aware of the ethical implications of associating with a brand indefinitely, especially if their values change over time. "My biggest fear with perpetual usage is if my stance on a brand or product changes," says Emily LeJeune (@all_of_emily), an Instagram creator. "As creators, we are also learning and growing... so perpetual is a hard no for me." Considering the changes in the world's climate over the last 5 years, many brands are revealing their true colors, and that may or may not be something a creator wants to be associated with perpetually. Third, there's the cost issue: pricing perpetual usage reasonably is nearly impossible. Because brands could potentially profit from the content for years (or decades), licensing should reflect that — often 3x to 5x the standard rate. However, most brands are unwilling to pay that premium, which leaves creators undervalued and legally bound to work that continues to generate brand ROI long after payment has cleared. As Instagram creator Harleny Vasquez (@yourevolvedmind) puts it: "My biggest fear? That my content will be used everywhere and I won't be compensated fairly." From the brand side, the logic is practical: long-term access to content provides security and flexibility. According to Faiq Shah, Marketing Manager at Blinked Media, "We require perpetual rights for core brand assets... but offer tiered licensing for secondary content." In this structure, perpetual rights are always paid at 2-3x standard rates and are clearly capped to specific formats or timelines. Brands want to protect their campaigns, ensure consistency across media, and avoid tracking down licenses every few months. For many, it's not about ownership — it's about operational efficiency. Ashley O'Neal, Founder at Summerside Creative Inc., adds that the demand is particularly common in hospitality. "We work exclusively with hotels, and we require perpetual use of all content that we do — even in exchange for hotel stays and food and beverage credits." For brands with high content turnover and limited budgets, perpetual usage provides a way to build a content library without the need for constant renegotiation. So where do we go from here? The future of creator-brand partnerships likely depends on compromise. Perpetual usage rights aren't going away, but they shouldn't be accepted without nuance. Instead, creators and brands can find a middle ground through time-bound licensing, tiered usage structures, and clear limitations on media formats and distribution. Creators like Ashton McGrady (@radiantlygolden) believe that respectful negotiation is the key to sustainable partnerships. "Pushing back (kindly and professionally) has actually helped me build trust and set expectations early... If a brand insists on perpetuity without flexibility or fair pay, it's often a red flag." At the end of the day, both sides want impactful content — but the terms should reflect the value and vulnerability creators bring to the table. A win-win is possible, but it starts with a conversation with flexibility on both sides.
Forbes
2 days ago
- Business
- Forbes
The Surprising Ways AI Is Reshaping Your Favorite Brands
Your favorite snack didn't end up on that shelf by accident. Neither did the perfect shade of lipstick or the limited-edition cold brew flavor you didn't know you needed until you saw it. Behind it all? AI. Consumer packaged goods (CPG) brands aren't just experimenting with AI. The forward leaning ones are rebuilding themselves with it. Shopper behaviors are shifting fast. Supply chains? Fragile. Attention spans? Shorter than ever. To keep up, CPG brands aren't tweaking around the edges. They're using AI to enhance everything from how products are imagined to how they're delivered, priced, and personalized. AI is fueling margin growth, streamlining operations, and reshaping how brands connect with customers. AI is in product development. It's powering how factories run. It's optimizing supply chain operations. It's in the algorithms behind pricing. It's in the tone of that personalized ad you just scrolled past. AI is fundamentally changing the way brands create, compete, and connect and sometimes in surprising and unexpected ways. AI is helping CPG brands build smarter, sell faster, and waste less. AI tools are able to look at large amounts of data quickly and help humans make better predictions and data-driven decisions. By scanning massive datasets including everything from consumer preferences, emerging trends, or suggested ingredient combinations, AI doesn't just identify what's popular now. It predicts what's next. Formulations that once took months to create can now be simulated in minutes. AI fine-tunes everything from flavor profiles to packaging appeal, helping brands launch with precision, not guesswork. But it's not just about what gets made. AI is overhauling demand forecasting by analyzing historical sales data, market shifts, and even weather patterns. The result? Leaner inventories, less waste, and products that show up right where and when customers expect them. Figuring out the right price for goods has long been a moving target, that used to come down to best guesses and luck trying to perfectly match supply with demand. Now, AI is able to track multiple data points in real time from real-time fluctuations in demand, competitor pricing, and consumer behavior. CPG brands can now adjust prices dynamically to boost revenue and stay competitive without missing a beat. Behind the scenes, AI is rebuilding how CPG products get made and moved. AI tools are able to help predict when there might be spikes in demand. AI tools are able to map the fastest, most efficient delivery routes. They can also spot potential bottlenecks in supply chains before they become major issues. With AI analyzing data across suppliers, factories, and retailers, the entire supply chain becomes leaner and faster. Shipping delays? Cut. Fuel costs? Trimmed. Inside the plant, AI-powered computer vision systems are able to catch things that human eyes often miss. Everything from misplaced labels, inconsistencies, contamination risks, or imperfections in products are now able to be caught and corrected in real time. Quality control isn't just better. It's smarter. Then there's sustainability. AI doesn't just help companies say they're green—it shows them how. It uncovers where resources are wasted. It provides recommendations on how to cut excess packaging. It recommends where energy usage can be reduced. These small tweaks across many areas of operations can have big impacts. For CPG manufacturers, AI isn't just a tech upgrade. It's the engine behind cleaner, faster, more resilient operations. AI doesn't just shape what's made or how it's shipped. It's also changing how brands talk to, engage with, and respond to customers. By analysing customer data such as browsing habits, purchase histories, and demographic data, AI turns guesswork into precision. Promotions can now feel timely. Product recommendations feel intuitive. And content feels more personal, because it is. Across channels and various touchpoints, AI helps brands meet customers where they are, with the right message, at the right time, with what they actually want. But engagement isn't just about outreach. It's about awareness. AI tools are able to scan reviews, social media posts, and feedback loops to gauge real-time sentiment. Are customers excited? Confused? Losing trust? Brands no longer need to wait for quarterly reports. AI surfaces patterns fast, flagging risks and revealing opportunities in real time allowing brands to react immediately. CPG brands are also increasingly using chatbots and virtual agents for customer support help. AI-powered bots are able to answer frequently asked questions, resolve order questions, and diffuse complaints before they escalate. They're fast, friendly, consistent, and always on. When AI handles the routine, human teams can focus on the more complex and nuanced inquiries. AI is being shown to provide quicker resolutions to customer questions and problems, help with customer service agent burnout, and improve the overall experience on both sides. Even in physical stores, AI is showing its value. AI can decipher foot traffic patterns, optimize shelf placement of different products, and fine-tune promotions based on real-world behavior allowing for better product placement and visibility, smarter merchandising, and ultimately driving more sales. The future of CPG isn't just efficient. It's responsive. Adaptive. Personalized at scale. AI makes this future possible at scale.
Bloomberg
3 days ago
- Business
- Bloomberg
From Mob Wife to MAGA Woman: TikTok Trends Are Losing Steam
As the latest deadline for TikTok to be sold or banned in the US approaches, we'll find out next month whether the app will continue to be a fixture on American phones or not. A decline in fashion fads conceived by TikTok creators, (think 'cowboy core,' 'office siren,' and 'coastal grandma') means consumers and retailers won't be as affected as they would have been a year or so ago, when such viral 'aesthetics' peaked on the video-sharing platform. But brands have their work cut out in responding to what's taken over since: lifestyle trends amplifying political, social and economic influences. After all, it's much harder to monetize 'recession core,' the ' MAGA woman' look and 'underconsumption.'
Forbes
4 days ago
- Business
- Forbes
Four Customer Service Trends Every Business Leader Should Know
Michael Podolsky, Cofounder and CEO of PissedConsumer, a review platform that helps consumers be heard and brands improve their service. getty The world of commerce is in a constant state of change and evolution, with technological advancements revolutionizing how brands and consumers interact with breathtaking frequency. It would be unrealistic to think that customer expectations would not follow suit—increasing interconnection and access to information has given consumers greater insight into company practices and products and, with that, an impactful voice that companies need to pay attention to if they are to stay competitive in 2025 and beyond. With the wind blowing more and more in a direction chosen by the consumer, wouldn't it be wise to listen to what they have to say? As I'll get into later, multiple surveys asking for consumers' feedback show just how rapidly consumer preferences are changing—and some reports investigate current consumer experiences with customer support, providing a look into the challenges and opportunities brands face in the race to stay not only relevant but top tier. So, what can we learn from this consumer feedback and customer service data? What four customer service trends in 2025 will matter for businesses? Let's take a look: What should be the basics of good customer service is an extremely common cause for complaint. According to my company's customer service trends report, 58.3% of respondents say that they have received no response whatsoever after reaching out to a company's customer support. It makes me worry that so many businesses drop the ball here. This is not just a common courtesy; the absence of a response is a surefire way to alienate your customer base and send them straight to competitors. A simple acknowledgment does a lot of good work here, but it needs to lead to something more. According to a study commissioned by Forbes Advisor, 48% of consumers say they would spend extra in return for dependable, high-quality customer support—I think this fact alone should be sufficient inspiration to improve customer service. Of course, the quality of customer support is not just measured by manner; outcomes are just as important. I believe that whether a customer's problem was actually fixed will be a stronger determinant of the customer's perception of your company than how polite your customer service was when failing to propose a satisfactory solution. Proper staff training is the answer here. A confident, knowledgeable customer service agent given the freedom to act on their own initiative can propose immediate steps toward a resolution or even fully solve the customer's issue on the spot. Generative AI has transformed how consumers search and interact online. Granted, the efficiencies of AI integration have benefited both sides of the customer service coin in numerous ways. Yet, feedback tells us that consumers remain ambivalent. A recent survey from Euromonitor International found that around 25% of consumers believe fitting product recommendations to be the main advantage of AI in the customer journey. When it comes to troubleshooting and customer service, many customers would still rather explain their issue to a human ear, with almost 65% of respondents in my company's survey sharing that they prefer to contact a brand via phone or email. Now, this isn't necessarily a drawback from the business perspective, as our survey respondents note that a phone call to customer service usually results in a resolution of their issue on the same day. Furthermore, the convenience of email gives space for both sides to consider and compose a response. However, again, many customers still complain that they receive no reply whatsoever after sending an email. The lesson here is that chatbots and AI features should be used to supplement trained call center staff—as an enhancement, not a wholesale replacement. Disgruntled customers can be so irritated by what they perceive as poor handling of their case that they will go out of their way to make sure that others don't find themselves in a similar situation. In fact, research commissioned by Khoros with Forrester Reporting found that 65% of customers have switched to another company because of bad customer service. Needless to say, these individuals will not only abandon a company, but they'll have the potential to cause significant collateral damage, too, if they pen a scathing review of a brand. Brands that put an effort into cultivating an excellent customer experience typically pay close attention to their online reviews and customer service insights, proactively engage with their online criticism and, crucially, train their customer service staff to a level that equips them with the means to properly address customer concerns. What do I think is the key practical takeaway from these customer service statistics? Good customer service is built on connecting with the customer. While the marginal to superlative gains offered by emerging tech and tools are absolutely worthy, they only get real results if supported by an ethos that is learning focused and customer-centric. Put simply, invest in understanding what your customers want and delivering it. Ensure your customer service is available where the customer wants it, engage with them promptly and empower your customer service operation with the knowledge and capability (human and automated) to provide smooth, stress-free customer service solutions. Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
Entrepreneur
23-05-2025
- Entrepreneur
Why Gamification Is the Secret Weapon for Modern Brand Engagement
Gamification turns everyday brand interactions into addictive experiences by tapping into human psychology, but it must be used responsibly. Opinions expressed by Entrepreneur contributors are their own. In an era of dwindling attention spans and relentless digital noise, brands face an uphill battle to capture — and keep — consumer interest. Traditional advertising no longer cuts it; passive engagement is out, and interactive, reward-driven experiences are in. Enter gamification, the strategic use of game-like elements in non-game contexts to drive participation, loyalty and habit formation. At its core, gamification taps into fundamental human psychology — our innate desire for achievement, competition and instant gratification. By leveraging challenges, points, leaderboards and rewards, brands are turning mundane interactions into compelling experiences that keep users coming back. But how exactly does gamification work on the brain, and why is it so effective at deepening brand engagement? The neuroscience of gamification The secret lies in dopamine, the neurotransmitter responsible for motivation, pleasure and reinforcement learning. Every time we achieve a goal — whether completing a level in a game or unlocking a discount — our brain releases dopamine, creating a sense of accomplishment and urging us to repeat the behavior. Gamification exploits this loop by: Providing Clear Goals – Whether it's earning points, unlocking badges, or climbing a leaderboard, structured objectives give users a sense of direction. – Whether it's earning points, unlocking badges, or climbing a leaderboard, structured objectives give users a sense of direction. Offering Instant Feedback – Progress bars, notifications and celebratory animations reinforce effort, keeping users engaged. – Progress bars, notifications and celebratory animations reinforce effort, keeping users engaged. Creating Variable Rewards – Like a slot machine, unpredictable rewards (discounts, exclusive content) trigger compulsive engagement. – Like a slot machine, unpredictable rewards (discounts, exclusive content) trigger compulsive engagement. Fostering Social Competition – Leaderboards and social sharing tap into our drive for status and recognition. When executed well, these mechanics don't just encourage one-time interactions — they cultivate habit loops, where users return without conscious thought, much like checking social media or playing mobile games. Related: Gamification Is Eating The World The role of operant conditioning Gamification is deeply rooted in B.F. Skinner's operant conditioning, which explains how rewards and punishments shape behavior. Brands use: Positive Reinforcement (e.g., Starbucks rewarding stars for purchases) Negative Reinforcement (e.g., Duolingo's streak penalties) Intermittent Rewards (e.g., McDonald's Monopoly's randomized prizes) This conditioning keeps users engaged longer than predictable rewards, as the brain remains in a state of anticipation. From retail giants to fitness apps, companies are integrating gamified elements to boost retention, increase conversions and turn casual users into loyal advocates. Here's how: 1. Starbucks: Loyalty as a game Starbucks' rewards program is a masterclass in gamified retention. Users earn "stars" for purchases, unlock tiers (Green, Gold) and receive personalized challenges ("Buy three lattes this week for bonus stars"). The tiered system leverages loss aversion — once users reach Gold status, they're incentivized to keep spending to maintain perks. The result? Starbucks boasts over 32 million active rewards members in the U.S. alone. Key Takeaway: Tiered rewards create aspirational goals. Personalized challenges increase purchase frequency. 2. Duolingo: Making learning addictive Language-learning app Duolingo thrives on gamification. Streaks punish missed days, XP points quantify progress and animated celebrations reward consistency. The app even uses light punishment mechanics (a broken streak) to guilt users into returning. This approach has helped Duolingo amass over 74 million monthly active users, proving that even education can be habit-forming. Key Takeaway: Loss aversion (streaks) drives daily engagement. Micro-rewards (XP, badges) make progress tangible. 3. Nike: Turning fitness into a competition Nike's Run Club and Training Club apps use challenges, leaderboards and milestone badges to transform exercise into a social game. By allowing users to compete with friends and share achievements, Nike taps into social validation, a powerful motivator. The result? Increased app engagement translates directly to brand loyalty and product sales. Key Takeaway: Social competition enhances motivation. Milestone rewards (badges, trophies) reinforce commitment. 4. McDonald's Monopoly: Scarcity and instant wins McDonald's long-running Monopoly campaign blends instant rewards (free fries) with long-term goals (winning big prizes). The limited-time nature of the game creates urgency, while the tactile act of peeling stickers delivers instant gratification. The campaign has become a cultural phenomenon, driving repeat visits and boosting sales. Key Takeaway: Instant + delayed rewards maximize engagement. Scarcity tactics (limited-time offers) drive urgency. 5. LinkedIn: The subtle gamification of professional networking Even professional platforms use gamification. LinkedIn's profile completion meter nudges users to add more details, while endorsements and "Top Voice" badges incentivize activity. The platform's "Who's Viewed Your Profile" feature plays on curiosity and status-seeking behavior. Key Takeaway: Progress tracking encourages profile optimization. Social proof (endorsements) increases engagement. The dark side of gamification While gamification can deepen engagement, it's not without ethical concerns. When overused, these techniques can foster compulsive behaviors, particularly in vulnerable users. One major issue is the loot box controversy. Video games like FIFA Ultimate Team and Overwatch have faced backlash for loot boxes, which function like gambling by offering randomized rewards. Some countries have banned them, arguing they exploit psychological vulnerabilities. Another concern is how social media platforms like Instagram and TikTok use infinite scroll and variable rewards (likes, comments) to keep users hooked. Studies link excessive use to anxiety and decreased attention spans. This raises questions about responsibility in gamified marketing. Brands must balance motivation with ethics. Best practices include transparency (clear reward odds, no deceptive mechanics), user control (opt-out options, time limits) and avoiding exploitative designs such as dark patterns. Related: 7 Ways to Boost Customer Retention Through Email Gamification The future of gamified branding As AI and AR evolve, gamification will become even more immersive. Emerging trends include AI-powered personalization, where platforms like Netflix — already using algorithms to recommend content — could introduce dynamic challenges (e.g., "Watch three sci-fi movies this week for a badge") and adaptive rewards such as personalized discounts based on user behavior. Augmented reality scavenger hunts are also on the rise. Brands like Pokémon GO's sponsors (Starbucks, Sprint) have successfully driven foot traffic using AR. Future applications might feature virtual pop-up shops where users scan QR codes to unlock deals or interactive billboards that offer coupons through mini-games. Blockchain and tokenized rewards are reshaping loyalty programs. These could include NFT-based rewards like exclusive digital collectibles and tokenized points that are tradeable on crypto exchanges. Finally, the metaverse is paving the way for persistent brand worlds. As virtual environments expand, brands may create permanent branded spaces — such as Nike's Nikeland in Roblox — or host virtual events with XP systems where users can earn VIP status by attending multiple events. Play to win Gamification isn't just about points and badges; it's about hacking human motivation. By understanding dopamine-driven feedback loops, brands can craft experiences that don't just capture attention — they own it. The lesson is clear: in the battle for consumer mindshare, the most successful brands won't just sell products — they'll design play. Yet, with great power comes responsibility. As gamification grows more sophisticated, brands must prioritize ethical design, ensuring experiences enrich rather than exploit. The future belongs to those who can balance engagement with empathy, turning users into loyal advocates, not addicts. The question is, are you playing the game — or is the game playing you?
