Latest news with #brandstrategy
Entrepreneur
17 hours ago
- Business
- Entrepreneur
Beyond the Send Button
A one-day summit of bold ideas, brand-first strategies, and the future of the inbox - all live from the heart of London. Opinions expressed by Entrepreneur contributors are their own. You're reading Entrepreneur United Kingdom, an international franchise of Entrepreneur Media. This June, London plays host once again to The Advanced Email London Conference - Europe's sole independent gathering dedicated entirely to the often overlooked, but fiercely influential world of brand-side email marketing. Taking place at 1, America Square on 17th June 2025, the conference promises to be a dynamic gathering of the industry's brightest minds, offering fresh insight into a channel that remains one of the most powerful – and underleveraged – in modern marketing. The Advanced Email London Conference has built a reputation for going beyond the basics. Instead of rehashing outdated best practices, it zeroes in on what matters: advanced, customer-focused strategies that drive real results. The agenda is tailored for marketers who want to challenge assumptions, spark innovation, and deliver tangible value to their brands. This year's speaker lineup includes heavyweight voices from across sectors. Expect strategic insight from Jaime Arribas, Digital Channel Lead at KFC UKI; Emma Godwin, Head of CRM Group Strategy at Tesco; and Frank Ravanelli, VP of AI & Affiliates at FOREO. Also taking the stage are Flo Duncan, Head of Communication Platforms at Vitality, and Nicola Taylor, CRM Lead at Specsavers – alongside a host of other experts shaping the future of email. The agenda delves into the cutting edge of email marketing, with sessions that reflect the industry's evolving priorities. A panel and Q&A on AI and automation will explore how brands can harness intelligent technology to personalise at scale without losing the human touch. Meanwhile, a delegate-led discussion on captivating content and copy promises practical insights into crafting messages that truly resonate. Customer engagement takes centre stage in another interactive panel, addressing the challenges of building lasting relationships in an inbox often cluttered and ignored. And for those seeking fresh inspiration, the spotlight on innovative email design will reveal how creativity and functionality combine to drive impact. These highlights are just the tip of the iceberg in a programme packed with actionable strategies and forward-thinking ideas. With its focus firmly on brand-side challenges and solutions, the conference offers a rare peer-to-peer environment free from agency sales pitches. Attendees can expect a mix of practical takeaways, strategic debate, and honest conversations about what works – and what doesn't – in the ever-evolving email landscape. Feedback from previous years has been overwhelmingly positive. Lloyds Banking Group described it as "definitely worth attending," while McCain Foods praised the "range of speakers" and "lots to implement in the business." With email marketing playing a pivotal role in customer retention and revenue, this is a must-attend event for marketers looking to elevate their strategy. As the digital noise grows louder, email remains one of the few channels where brands can cut through with clarity, purpose and measurable results. The Advanced Email London Conference isn't just another marketing event - it's where the inbox gets reimagined. If you work brand-side and want to stay ahead of the curve, this is your reminder to grab a front-row seat. Tickets are limited – secure your place at here. Claim £250 off by using the code: Entrepreneur
Forbes
4 days ago
- Business
- Forbes
A Conversation With Hilton CMO Mark Weinstein On Building Brand Platforms, Cultural Relevance + Using Attitudinal Data To Future Proof Audience Understanding
With culture moving at the speed of light, identifying trends versus fads has becoming increasingly difficult. Consequently, aligning brands to be at the forefront of culture can be extremely complex, and the need to identify the right platforms and tools to gather the correct consumer intelligence to do so has never been more important. To wit, as brands move away from being campaign driven, to platform led, in order to not only be ahead of trend, but also differentiate within category, organizations need to crisply define who a brand is and what it stands for with clarity. Success here will also involve not only looking at the brand more from a lens of the WHO, but also doing the same for customers with more attitudinal or emotional data to get to the WHY. Mark Weinstein On Building Brand Platforms, Cultural Relevance + Using Attitudinal Data To Future ... More Proof Audience Understanding For all these reasons, I wanted to speak to a CMO who has successfully transformed the brand he leads to be at the forefront of both culture as well as audience understanding. Mark Weinstein has been at Hilton for the past fifteen years and is currently CMO. He has worked to continue to take the brand to new heights over and over again by a relentless commitment to never being complacent. Following is a recap of our conversation: Billee Howard: Hilton has gained a tremendous amount of brand momentum the last few years. Can you talk to me about your post COVID transformation around 'Hiton. For the Stay.' and the thinking behind it? Mark Weinstein: Hilton is a brand that was built in culture. From hosting the first-ever GRAMMY Awards at The Beverly Hilton in 1959 to our 20 years of partnership with McLaren Racing, Hilton has long been at the center of culture-defining moments. But somewhere along the way, as we focused on operational excellence and growth, we realized our role in culture wasn't as visible as it once was. During the pandemic, we experienced a unique halt in momentum, which served as a pivotal gift in disguise. We saw 90% of our business disappear; not because the brand was damaged, but because it wasn't safe to travel. This pause allowed us to think about how we wanted to reemerge as a brand and redefine our narrative. Hotel advertising had fallen into a 'sea of sameness.' We were playing into the tropes – showcasing cliché white empty beaches and sunsets – and, in turn, had written ourselves out of the story. This prompted us to look inward and find what sets Hilton apart from our competitors, and the answer was simple: The Stay. "For the Stay" was born out of the realization that travel had fundamentally changed. People were no longer just looking for a place to sleep; they were seeking meaningful experiences and moments that would stay with them long after their trip ended. We saw an opportunity not just to reposition Hilton, but to redefine how we engage with our guests. That led to the development of our first-ever global marketing platform, 'Hilton. For the Stay.' Howard: How should brands think about becoming more tribal and culturally relevant today with so many things happening and changing in what feels like real time? You mentioned something critical to your success was finding the attitudinal factors that drive audiences as they can provide a roadmap to understanding a segment not just for now but for life. Can you explain more about what you mean? Weinstein: Staying relevant in today's fast-moving world requires a balance between responding to the now and anticipating the next. Brands must be agile and deeply attuned to cultural shifts to remain relevant. At Hilton, we achieve this by actively listening to our guests and engaging with them through various channels. We leverage social media listening, customer feedback, and market research to identify emerging trends and understand the cultural nuances that resonate with different demographics. We also take a long-term view by focusing on macro trends that align with our brand values rather than fleeting micro trends. For our go-to-market strategy, we focus on trends that enhance the guest experience and align with our commitment to sustainability, inclusivity, and innovation. The bigger picture for us is understanding the attitudinal shifts that will define lifelong behaviors. A 20-something prioritizing wellness or experiential travel isn't doing so just to follow a trend; there is an underlying personal value that they are identifying with that could stay with them well into their 50s, 60s and beyond. By identifying these motivations early, we can meet these travelers today with relevant messages while also building a roadmap for the future. If we listen closely, we can determine what products to develop and how to design experiences that evolve with our guests – and where and how to ultimately invest. By staying true to our core values, while adapting to the changing landscape, we can create authentic connections with our guests and drive long-term brand loyalty. Howard: You've really put a fine point on better understanding Gen Z and done a great job of downageing the brand. That is often a big challenge for marketers. What are some best practices you employ here? Weinstein: We understand that for many travelers – especially Gen Z – their journey starts on the couch with their loved ones, scrolling on social media and dreaming about their next adventure. Our goal is to understand how they get their information, show up in all the places where they choose to spend their time and inspire them with stay experiences that feel aspirational, yet attainable. Today's young travelers aren't waiting for 'someday.' They've shifted from bucket lists to 'go do it now' lists, prioritizing unique, shareable and culturally immersive experiences. Hilton is tapping into this experience economy by making travel more engaging and rewarding. A great example is our 20 year partnership with McLaren Racing. Together, we've partnered to provide exclusive experiences and perks for Hilton Honors members and McLaren Racing fans, while offering the McLaren F1 Team a home away from home in Hilton hotels at race locations around the world. In fact, over 4.6 million Hilton Honors Points were redeemed for the McLaren Ultimate package for Las Vegas in 2024, the most Points redeemed for any package in the history of the site. We've done everything we can to help these athletes perform at their best, flipping hotel schedules to match time zones and tailoring stays to fit their fast-paced lifestyles. This commitment to personalized care extends to every Hilton guest. Howard: There has been a tremendous pivot in how organizations think about brand, moving it away from visual identity and campaign after campaign to a platform that identifies who an organization is with clarity. Talk to me about your thinking here and how you have employed it at Hilton. Weinstein: 'Hilton. For the Stay' is more than just a tagline and is instead a long-term commitment that puts the stay at the heart of everything we do. It serves as our North star, guiding how we evaluate new opportunities, partnerships and experiences. When my team brings an idea to me, my filter is simple: Does it align with our brand platform? Is it meeting customers where they are and where they are going? Does it feel relevant? Having this grounding gives us the confidence to take daring, calculated risks while ensuring Hilton stays culturally relevant. It allows us to look at trends differently and adapt in ways that feel authentic. For example, we recently launched 'Hilton Saved My Stay,' a long-form content series inspired by our social engagement strategy that gives back to real travelers when they need it most through our signature hospitality. Created in partnership with TBWA\Chiat Day\NY, global production company 1stAveMachine and the director of our 10-Minute TikTok, David Ebert, the three-part comedic content series is part of our bold and differentiated approach centered around actual stay stories. Rather than just running ads, we often insert "Hilton as the Hero" by jumping in and saving travelers who share their vacation nightmares online, turning potential customers into Hilton guests. These creators then organically shared their Hilton stay experiences with their audiences, reinforcing that Hilton is there when it matters most. By staying true to who we are while strategically embracing current trends, we are maintaining Hilton's place as a dependable, relevant leader in global hospitality for generations to come.
Yahoo
23-05-2025
- Business
- Yahoo
Terence Reilly Takes On New Role As Chief Brand Officer For Crocs Inc.
Crocs' Terence Reilly is going to be busy creating brand heat for both the Crocs and Hey Dude brands. Reilly, who rejoined Crocs in April 2024 as president for the Hey Dude brand, is now set to take over the newly created role of executive vice president and chief brand officer for both brands, effectively immediately. More from WWD Timberland Names Former Dr. Martens Exec Darren McKoy Global VP of Product Design and Creative Direction Crocs and G-Shock Make Waves With Glow-in-the-Dark Shoes That Come With a Detachable Watch Crocs Beats Q1 Forecasts, Withdraws Guidance on Tariff Uncertainty According to the company, the former Crocs chief marketing officer — he left in 2020 to become president of the Stanley brand — will have both marketing and communications oversight for the two brands. He will continue to report to Crocs Inc. chief executive officer Andrew Rees, and will collaborate with both Anne Mehlman, executive vice president and brand president for Crocs, and the Hey Dude brand leadership team to drive strategy and execution. Rees will serve as interim president for the Hey Dude brand until a permanent structure is announced, the company said. During Reilly's tenure as brand president, he built a brand leadership bench that included bringing in Rupert Campbell as chief commercial officer and Kerstyn Chang as chief product and merchandising officer. Both Campbell and Chang will continue to drive forward the Hey Dude vision and will report to Rees. 'The power of the Crocs and Hey Dude brands is unlike anything I've seen in my 25-plus years of connecting with consumers and culture to drive lasting business results. We have two of the largest casual footwear brands in the world, loved by communities of passionate fans,' Reilly said. 'While we have seen remarkable success over the last decade from Post Malone to Jelly Roll and so much in between, I believe we are just getting started.' The collaboration between American rapper and singer Post Malone and Crocs began in 2018, while the first collaborative shoe between singer and songwriter Jelly Roll and Hey Dude was launched in October 2024. Crocs acquired the Hey Dude brand in 2022. 'Since Terence rejoined Crocs, Inc. in 2024, the Hey Dude brand has seen significant traction under his leadership. He has galvanized a team, sharpened the brand's strategic focus and re-established authentic connections with our consumers. I am confident that the green shoots we are seeing today are building the foundation for sustainable long-term brand growth,' Rees said. 'With Terence in this new role and in partnership with our proven leadership team, this shift will create an elevated focus on driving heat and energy for both our brands and spark disruptive innovation as we engage with our consumers and customers around the world.' Reilly's appointment as the firm's chief brand officer comes at a time when growth in athleisure footwear is viewed as a period of opportunity for Crocs. UBS softlines analyst Jay Sole said in April that the global footwear industry has a compound annual growth rate of 5 percent to 6 percent, skewed to sports footwear. Athleisure is expected to drive the category, possibly at an annual 8 percent pace. And with other growth factors such as casualization and the focus on healthy lifestyles, Sole said the trend has extended to casual and comfort shoe styles, which he sees as a benefit to the Crocs brand. The company on May 8 posted first quarter earnings results that bested Wall Street's expectations. Net income was $160.1 million for the quarter ended March 31, on revenues of $937.3 million. Adjusted diluted earnings per share (EPS) were $3.00. Wall Street had expected adjusted diluted EPS of $2.49 on revenue of $907.9 million. While Crocs revenues were up 2.4 percent to $762 million, Hey Dude revenues were down 9.8 percent to $176 million. During the company conference call after it posted earnings results, Rees said the Crocs brand was making progress in new product introductions, such as sandals. At Hey Dude, he said the team continued to make progress on 'stabilizing the brand.' Best of WWD All the Retailers That Nike Left and Then Went Back Mikey Madison's Elegant Red Carpet Shoe Style [PHOTOS] Julia Fox's Sleekest and Boldest Shoe Looks Over the Years [Photos] Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Hospitality Net
08-05-2025
- Business
- Hospitality Net
Jens Schmitz has been appointed Vice President of Marketing at Dorint GmbH
Dorint Hotel Group has appointed Jens Schmitz as the new Vice President of Marketing, effective April 1, 2025. With a strong focus on digital marketing and brand strategy, Schmitz will oversee marketing efforts across Dorint's three brands: Dorint Hotels & Resorts, Hommage Luxury Hotels Collection, and Essential by Dorint. Strategic focus on brand growth and Innovation Jens Schmitz brings over 15 years of experience in senior marketing roles to Dorint, particularly in the areas of data-driven strategies, eCommerce, and omnichannel marketing. His appointment is seen as a key step towards enhancing the group's marketing approach and increasing brand visibility across its diverse portfolio. In his new role, Schmitz will focus on driving the marketing strategies for Dorint's brands, aiming to strengthen their market presence and enhance customer engagement. A well-rounded career in marketing and tourism Schmitz's career spans across media, fashion, and tourism sectors. He has held senior positions in prominent companies such as RTL Deutschland and HRS GmbH, where he developed a deep understanding of brand strategy and market analytics. His experience in these industries positions him well to lead Dorint's marketing initiatives in an increasingly digital landscape. Looking ahead The appointment of Schmitz is part of Dorint's broader strategy to enhance its presence in Germany and across Europe. By further developing and optimizing its marketing approach, the group aims to continue its growth in the competitive hospitality market.
