Atomic Brands’ Post

According to Landor, brand awareness can lead to growth, even in the short term.

Brand awareness is crucial for building consumer trust, and PR plays a key role in achieving it. The 2024 Reader’s Digest Trusted Brands survey revealed the Top 20 brands Australians trust the most. From Dettol and Cadbury to Toyota and Weet-Bix, these brands have earned credibility, emotional connections, and loyalty. Read more about the strategy behind how these brands position themselves as leaders in their industries. 📧 admin@adonimedia.com.au 🌐 www.adonimedia.com.au

The Dilemma of Brand Control and Retail Freedom: A Call for Industry Dialogue In the ever-evolving retail landscape, the balance between brand prestige and retailer autonomy is increasingly becoming a point of contention. As we approach the end of the year, it's projected that the OCS Ontario Cannabis Store will feature over 6000 products for sale to retailers. This vast selection offers retailers the liberty to curate diverse product arrays tailored to consumer preferences, underscoring the freedom integral to our market dynamics. However, this freedom does not extend reciprocally to brands and Licensed Producers (LPs). These stakeholders find themselves at a disadvantage as they cannot dictate which retailers sell their products or at what prices those products are sold. This issue is particularly poignant for brands aiming to position themselves within the "premium" or "luxury" segments of the market. They face significant challenges as they cannot opt out of doing business with large chains nor control the discount pricing strategies that may devalue their brand in consumers' eyes. A telling example involves a well known brand for its $45 price point in independent shops being undercut by a discount chain selling it at the wholesale cost of $30. This strategy not only diverts customers from independent retailers but also depletes sales until these retailers opt to discontinue carrying the product altogether. The result? A once-thriving brand sees diminished market presence and must start from scratch to rebuild its tarnished reputation. After 60 to 90 days the discount chain stops carrying the product and now essentially the brand is killed. This scenario is not isolated. Many brands express frustration as their efforts to maintain a prestigious image are compromised by retail practices outside their control. The implications are significant: decreased sales, reduced market penetration, and ultimately, a shift in consumer loyalty away from established brands to whichever new product the discount chain promotes next. This also hurts the relationships the brand has worked so hard to build with independent retailers. I have personally experienced this at my stores. We had to stop carrying a product owned by a friend because a chain close by was selling it at wholesale cost price. This raises critical questions for the industry: Should brands have the right to decide which stores carry their products? Furthermore, should they have the authority to influence retail pricing to protect their brand image? I invite all stakeholders in the retail and branding ecosystem to weigh in. Your insights are invaluable as we consider potential adjustments to our current market practices that could benefit all parties involved. Let's initiate this important conversation and explore avenues for change that respect both the autonomy of retailers and the legitimate concerns of brands. OCS Ontario Cannabis Store #cannabis BC Liquor Distribution Branch

Brand growth with promotions? The event on the topic of brand growth by the market research specialist DVJ Insights took place once again in 2024. The core question CEO Lucas Hulsebos put this time: Do promotional activities support brand growth? Exciting lectures from science, practice and consulting were invited. The key take aways: Keynote from professor Laurens Sloot (EMFI Business School): 1. Looking on price promotional activities, price promotion pressure is high (between 18 and 25% core EU countries). 2. Science states, that over all, short term effect may push categories (+58% show positive effects), but on the long run it does not (98% zero). 3. Because it works in the short run, complexity for supply chains happen, which may be costly 4. But nevertheless, promotions often are rule of market, so participating is necessary from practical experience. Example (JCPenney) showed how difficult switch from HILO to EDLP can be. 5. Cherry Picking is rising. Large and small income households tend to be more affected by promotions. 6. Retailer leaflets / offers are stilkl working to reduce complexity. Jori van de Spijker showed selected results from the huge Brand Growth study (2,100 participants, entreprise survey EU / USA) 1. Last years, marketing budgets are rising again after crisis, but focus on profitability and efficiency has risen. 2. Overall, 33% of marketing/commercial budget is in some way related to promotion. 3. Doing promotion is not dividing winners from losers, but there is a difference in the kind of promotional activity. 4. Success also depends on the position in the market (category). When buying patterns can be influenced, promotion effects may occur, it can push trial. 5. Combining promotion and advertising is more often happening for winners Rozemarijn Koppenaal, CMO Rituals, introduced the world of rituals and gave three examples, how promotional activities work for the brand. 1. Black Friday also works in this category 2. Celebrating news with the fans, by doing exclusive events, invitations to shop openings or workshops works well to reach out to fans. 3. Summer beach bags are spent to customers when reaching certain sales volume. The bags are further more produced by generated life-changing income to indian women. Mischa Coster MA MSc ⌆ as behavioral psychologist finally introduced the how decision making is working and being influenced. From Prof. Daniel Kahneman´s findings of fast thinking to concrete mechanisms usable for promotions like scarcity, endowment, priming, odd pricing and anchoring. Overall, an inspiring webinar on the topic of promotion and brand growth. As expected, there was no general answer, but there was an incentive to always carefully consider promotions to achieve benefits for sales and the brand. 😀 #promotion #brandgrowth #DVJinsights #insights #marketresearch #marketing #Sales #retail #consumer #leifheit #food #nonfood #brand #EBI #EhrenbergBassInstitute

Brand Awareness on the Mind. (The third and final part of a three part post) 9. Building a Community A market is more than just a place to buy food; it’s a hub of community interaction. Sellers are not just selling, they’re contributing to a social space where people meet, chat, and exchange recommendations. Brands can replicate this by building communities around their products or services. Engage your audience through social media groups, forums, or events. When people feel they are part of a community, they’re more likely to stay loyal to the brand that fosters it. 10. The Power of Sampling Market sellers are masters of the free sample. They know that if you try a slice of their fresh watermelon, you’re more likely to buy it. Brands can take a lesson from this by offering samples or trials of their products. Whether it’s a free trial of your service or a sample of your product, an open day for visitors or a small community event giving your audience the opportunity to engage with you face to face. These moments can turn curiosity into commitment. Just like market shoppers, people are more likely to buy after they’ve experienced the value firsthand. By adopting some of these timeless strategies used by fruit and veg market sellers, brands can boost their awareness in meaningful, sustainable ways. Sometimes the simplest methods can make the biggest impact. Our methods and technology may change but human connection remains the same, we still crave authentic, meaningful, emotive relationships - this includes with businesses and organisations.

I read this interesting article from Rebecca Stewart & Brittaney Kiefer of ADWEEK which broke down why we’re seeing so many collaborations between marquee brands. Some recent examples include: 👟 Crocs x Pringles – This collaboration introduced limited-edition Crocs with a Pringles-themed design, including a first-of-its-kind ankle holster to store a Pringles can, combining fashion with snacking. 🍪 OREO x The Coca-Cola Company – The brands teamed up to create a limited-edition Coca-Cola OREO Zero Sugar drink and an OREO Coca-Cola Sandwich Cookie, blending the iconic tastes of both brands with innovative packaging and flavor combinations. ▶ the LEGO Group x Nike – Through a multi-year partnership, these brands are combining sport and creative play, offering co-branded products and experiences that inspire kids to embrace both physical activity and imaginative play. 💕 The League x BLADE – This partnership brings together high-achieving singles from The League app and BLADE’s luxury travel experiences for exclusive in-person dating events, such as a private suite at Mariah Carey’s upcoming Christmas concert, fostering real-life connections. What is the return on investment in building partnerships like the ones mentioned above? I see them elevating the brands in 4 different ways: 1️⃣ Expand and Diversify Audience Reach: Collaborations allow brands to tap into new consumer segments that might be hard to reach independently. By merging customer bases, each brand gains exposure to new demographics while building deeper engagement and increasing market share without relying solely on traditional marketing. 2️⃣ Generate Earned Media and Build User Generated Content Across Social Channels: In a cluttered media environment, partnerships create buzz through media coverage, user-generated content, and influencer engagement. This earned media extends the life of a campaign and boosts cultural relevance, providing a cost-effective way to capture consumer attention. 3️⃣ Activate Brand Superfans: Collaborations tap into the enthusiasm of superfans, turning them into vocal brand advocates. By offering exclusivity and personalized experiences, brands build long-term loyalty, with superfans playing a key role in spreading word-of-mouth and driving future momentum. 4️⃣ Drive sales: These partnerships serve as a strategic tool to not only boost sales of the limited-edition collaboration but also drive interest in core products. As consumers explore the brand through the collaboration, it often stimulates curiosity and purchases across the broader product portfolio, extending the impact beyond the initial release. What other partnerships have stood out to you this year? Drop your thoughts in the comments below.

Would you trust this brand? These people? This dog? 😉 Liam and I definitely had a real estate vibe happening in this photo shoot, but fortunately Kumo got us through. She is very photogenic! But I digress, I’m talking about brand trust. Roy Morgan just published their quarterly risk monitor which includes a trust ranking for (big) brands in Australia, which got me thinking about the topic relative to EFS. The top 5 most trusted are Bunnings, Aldi, K-Mart, Toyota & Apple The top 5 least trusted are Optus, Qantas, Meta/Facebook, Coles & Woolies 12 months ago, the two big supermarket chains held the top two spots for most trusted, so it’s fascinating how quickly trust can be lost when circumstances change. And note Aldi is in the top 5 for most trusted, so it’s not just a supermarket industry thing. There are plenty of brands who state “trust” as one of the values they stand for, but for whatever reason who end up on the “distrusted” list. It shows that a brand gets defined by how it is perceived by the outside world. Customers and non-customers alike. As part of the EFS growth strategy, we’ve recently also refreshed our brand strategy. You can get a sense of it from our new website, but it struck me that our brand values haven’t changed since Liam's dad, Shane Couttie, started the business almost three decades ago. He was always very clear that EFS had to foster partnerships (not just relationships). Also, we had to be transparent, show integrity, be authentic, be honest, and be easy to deal with. In the context of the Roy Morgan rankings, I believe trust is more than just something that is said or written on the wall in the office. If we, or anyone else you deal with, delivers on their values and do what they say they will, then trust naturally develops. It has to be earned.

How does your customer perceive your business? Disciplined leaders understand their customers and create a #brand that drives their business. More brands like General Mills that will be investing in #brandstrategy to increase growth.

Unlikely Brand Partnerships Shaping the Future of Retail It is becoming increasingly difficult for brands to cut through the noise of marketing trends and tactics to truly connect with the right people. Consumers want more than just a great product; they want experiences that surprise, delight, and feel personal. Therein lies the power of unexpected brand partnerships. Teaming up with other brands in creative ways doesn’t just capture attention; it creates meaningful, lasting connections. This is according to Anthony Coppers, founder of Gradient, an experiential marketing agency who believes that forming collaborations outside the box is the answer. “The consumer journey is a loop,” Copper explains. “You always need fresh touchpoints to keep people coming back. When two unexpected brands join forces, it sparks curiosity and makes your brand shine in a way people haven’t seen before. You’re not just sharing your story anymore – you’re inviting people to experience something new, something that connects them not just to your brand, but to a wider community. “But creating that buzz is only part of the story. The real value of partnerships is in creating experiences that last long after the initial excitement fades. "What really sticks is when we create moments that people can live, share, and experience together, a lasting bond – the human connection. “This trend is already reshaping retail spaces in ways we haven’t fully imagined yet. The retail spaces of the future can’t just be about buying things – they need to become playgrounds for people to engage with brands in meaningful ways,” he says. “It’s about creating places where people can connect, explore, and walk away feeling like they’ve been part of something special. “For these partnerships to truly work, they need to be done with purpose. You can’t just collaborate for the sake of it. Simply getting people to buy a product isn’t enough anymore. You need to create an emotional connection. The best collaborations create ripples – experiences that go beyond that first moment of excitement and keep people coming back for more. “The future of retail is about building communities, creating immersive experiences, and forming partnerships that do more than just grab attention – they build lasting connections. These partnerships give brands the chance to shape the future of retail, making it more playful, community-focused, and genuinely exciting.” NamNews Implications: * Consumers ‘want experiences that surprise, delight, and feel personal’. * Easier said than done, as we know… * …but creativity is not about new ideas.. * .its about new combinations of old ideas. * Getting attention is about the use of shock or fear. * Unlikely Brand partnerships can do just that. * However, the more shocking, the better had be the payoff for the consumer. * Look out for the winners and losers… * …before any toe-dipping. #Creativity #Repeat

Retail remains one of the most important battlegrounds for brand visibility. Shelf space equals sales, and there's no substitute for being front and centre. But securing it (and keeping it) is TOUGH. Last week I spoke to a skincare brand last week that generated 30,000 reviews, increased awareness by 21%, and expanded shelf space at major retailers. All in 2 months. Here's how they did it. BACKGROUND: Faced with a highly competitive market, the brand needed to make a big move. They were preparing for a major campaign launch and needed to get their products into customers’ hands fast. The goal? Boost awareness, drive reviews, and secure better in-store positioning. Here’s the approach they used to achieve those outcomes: 1. Massive reach, measurable impact The brand executed a mass sampling campaign, ensuring they reached as many potential customers as possible ahead of their TV ad. This wasn’t just about volume, it was about strategic timing. The samples landed right before the ad campaign went live, creating multiple touchpoints that drove awareness by 21%. 2. Review generation at scale The campaign didn’t stop at awareness. By leveraging post-sample follow-ups and review syndication, the brand generated 30,000 verified reviews across key retail platforms. This was a crucial factor in convincing retailers like Boots to give the brand more prominent shelf space, driving even more in-store visibility. 3. Retail expansion through data With 30,000 reviews in hand and strong customer engagement, the brand leveraged the data to create a strong category story and pitch more space. They use their insight and results to translate directly into increased sales and stronger retailer relationships. What made this campaign so successful? - Strategic scaling The decision to go big on sampling ensured the brand reached critical mass right before their TV launch, creating a wave of product awareness across multiple channels. - Data that matters By collecting high-quality reviews and consumer insights, they turned a sampling campaign into a powerful tool for retail negotiations, ultimately securing better store placements. - Long-term brand growth The campaign didn’t just generate buzz, it built a foundation for ongoing growth. With the data in hand, the brand can now optimise future launches and continue to expand its footprint. Suffice to say, they are coming back for round 2. Want to learn how strategic sampling can unlock your retail growth? Let’s connect.