Tom Fishburne

Labels are fading. Experiences are taking center stage. Today’s consumers aren’t just buying products; they are buying experiences. The Coca-Cola Company is testing label-free Sprite bottles to make recycling simpler, according to Javier Meza. No label, no distraction, just a direct, sensory interaction with the product. This is experiential marketing in action, where the experience is baked into the product itself. When labels disappear, design and experience become the real brand storytellers. The future belongs to brands that can create meaningful experiences at every touchpoint.

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“Dr. Bronner’s call for stricter standards in B Corp certification resonates deeply with what we believe at Dip. Certifications can be a useful tool for consumer trust, but they can also be manipulated as marketing shields rather than meaningful indicators of sustainability. The reality is that not all B Corps are created equal. Some brands go all in on sustainability, while others use the certification as a PR move without ensuring full supply chain accountability. At Dip, we’ve seen firsthand how certifications can fail brands that are actually trying to do the right thing. We went above and beyond to invest in a certification that promised consumer ingredient transparency, only to have the company quietly sunset that part of their business without informing us. We believed in the mission, spent valuable resources securing the certification, and, in the end, it was meaningless because the certifier itself wasn’t accountable. That experience left us burned by the certification process, and we decided that investing in certifications isn’t worth it if consumers increasingly feel they have been "watered down" and co-opted by big corporations. Instead of chasing labels, we put our efforts into real transparency and impact. Our focus is on salon-grade, plastic-free haircare that delivers exceptional results while prioritizing the environment, not because a certification tells us to, but because it’s the right thing to do. For consumers, B Corp and similar certifications only matter if they enforce full supply chain accountability. Until then, we encourage people to look past labels and dig into what brands are actually doing. That’s where the real impact lies.” Thank you Beauty Independent & Rachel Brown for bringing this topic to the surface and asking some of me & some of my favorite beauty entrepreneurs: What do you think of Dr. Bronner’s’ action and demand? Do you think B Corp makes a difference to consumers? How can B Corp and other certifications like it be relevant in today’s beauty market? ✌🏽 https://lnkd.in/eAkZYysZ

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Here's my "pair of socks" theory to why smaller companies make decisions faster than the industry titans... and beat them to the punch on both innovation, trend and macro-level shifts in consumer behavior. Think of decision making in a scenario where you're pulling 2 PAIRS of socks out of a dryer. The Large Company Sock Assessment - The large company had to standardize their thinking long ago. When you get to a certain size, it's almost inevitable that operational protocol is put in place - often stifling but also very helpful in preventing inefficiencies, mistakes. So, when confronted with 2-PAIRS of socks, that company has a rulebook. 1) Count all socks. 2) Categorize each sock. 3) Once all socks are counted and categories L and R, sort by pair. The Smaller Company Sock Assessment - The smaller company trusts it's instincts. Often, the original operators are often still at the helm - or - there are few enough people where everyone is 1 or 2 degrees of separation. This company knows it will rarely (if ever) beat the bigger companies unless it moves faster, and it's willing to make small mistakes for big wins. So, when confronted with 2-PAIRS of socks, that company knows that it can't wait. It has to make a decision well before the larger company counts, categorizes and pairs. TO WIN, the smaller DOESN'T NEED TO KNOW ANYTHING about SOCK 3 or 4 to have 100% certainty after it has pulled the 2nd sock out of the dryer. Sock 1 - You pull the 1st sock. You know it's LEFT (L) or RIGHT (R). In this case it's (L). Sock 2 - You pull the 2nd sock. If it's (L), then you know with 100% certainty the two socks still in the dryer are both (R). You can match the socks, knowing only 2. If it's (R), then you know, it's the matching pair with the 1st sock you pulled. And you also know the 2 socks in the dryer are also matching pairs. And, THIS is the point of entrepreneurship. You can NOT afford to remove all uncertainty from your life. You can NOT wait. You MUST make decisions faster. And, you learn to trust your GUT. Remarkably, some decisions that appear like gut decisions are 100% CERTAINTY with only 50% of the global information provided. You will NEVER beat a global monster unless you are novel in your approach, you are practical and great at assessing risk, and you trust your instincts. But, if you can set aside fear, you can win. Trust your instincts. Act fast. Don't count all the socks. You don't need to. Much love, Happy Holidays, Jeremy Padawer

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📦👀🧠🥇 Rule #1 in packaging design: stand out in your category. Last week, I focused on how well shoppers understand what a package is communicating. Clarity matters, especially when discussing 1 or 2 seconds. Within that time, questions like: what is it, what makes it different, and key details (like flavor or benefit) need to be answered. This week, we shift gears to look at standout and engagement, because being understood only matters if you’re noticed first. Shelf testing using in-store photos, or digitally generated planograms, helps us evaluate how well a package draws attention and creates engagement. Below is a real-world example: a wipes shelf from Target, featuring a mix of brands like: DUDE Wipes Kimberly-Clark goodwipes Procter & Gamble Bim Bam Boo Stay tuned this week as we unpack which brands are standing out and which ones are pulling shoppers in for a closer look. Which one grabs your attention first? #BrandBlocking #PackageDesign #ShopperMarketing #GrowWithRich

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After Back to Nature Foods in-person brand launch event in LA, Sircle Media wanted to bring that excitement to their broader audience – especially their email subscribers who couldn’t attend in person. Guests at the event received custom beach towels (perfectly reflecting their new California vibes ☀️🌊), and when our client found themselves with a few extras, we started brainstorming on how to use them in a meaningful way. Instead of defaulting to a typical giveaway format, we saw an opportunity to reward our most loyal audience: email subscribers. We kept it simple: a recap email with a fun CTA button that triggered a segment based on clicks. Anyone who clicked was automatically entered. No forms, landing pages, or friction – just a surprise-and-delight moment baked right into the inbox. Here’s why this matters: Back to Nature isn’t a DTC brand, so they don’t run the frequent online promos that typically keep email lists warm. But what they do have? A loyal email audience that genuinely cares about the brand. That’s why surprises like this (email-only perks and insider moments) go a long way. The email channel is where brand love lives, and it’s a brand's job to keep that audience engaged, appreciated, and excited to stay subscribed. 👉 If you’re curious how your brand can tap into email to build stronger connections and surprise your audience in meaningful ways, we’d love to chat. ☎️ #cpg #socialmediaagency #emailmarketing

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LAY'S, one of the largest food brands in the country, just unveiled a refreshed logo and packaging as part of its broader commitment to eliminating artificial ingredients. Not many knew that Lay's Classic only has three ingredients: Potatoes, Salt, and Oil. https://lnkd.in/gZSTe56n

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🔥 One of the most exciting frontiers in brand licensing? Food & beverage mashups — where two powerhouses combine to create something entirely new, and consumers are absolutely here for it. Take, for instance, the Oreo × Reese’s mashup: a perfect example of how blending beloved flavor profiles can lead to major buzz and big business. (I saw this covered in Food Business News recently.) Here’s what makes these mashups a force to reckon with: Why Food & Beverage Mashups Are Driving Growth 1. Instant Brand Equity Transfer When two trusted names come together, consumers don’t just get a new product — they get instant trust. Both brands’ reputations inject credibility and excitement from day one. 2. Novelty + Familiarity = Powerful Combo People love something new, as long as it feels comfortable. Combining familiar flavors or products in unexpected ways hits that sweet spot. 3. Amplified Marketing & Media Buzz Two brands mean double the reach. Mashups spark virality, social media chatter, collaborations, co-marketing possibilities, and earned media. 4. Cross-Category Innovation These collaborations push the boundaries: snack meets candy, dessert meets beverage, etc. They open up entirely new categories or subcategories. 5. Premium Pricing & Limited Releases Because these mashups are often seen as special, they can command premium pricing, limited edition exclusivity—which creates urgency. Brand Licensing Implications For licensors: mashups are a chance to expand your footprint into adjacent categories without building a new product from scratch. For licensees: aligning with a trusted brand reduces risk, increases consumer trust, and accelerates market acceptance. Partnerships must align on quality, supply chain, branding, and shared values — if not, the mashup can miss the mark. I’d love to hear what you think: 🧐 What are some of your favorite food/beverage mashups done right? https://lnkd.in/eda66Xtu

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Have you noticed any change in Amazon’s brand identity lately? If not — that’s actually a huge success. At least in the short term. 𝗠𝗼𝘀𝘁 𝗽𝗲𝗼𝗽𝗹𝗲 𝗮𝗿𝗲𝗻’𝘁 𝗺𝗲𝗮𝗻𝘁 𝘁𝗼 𝗻𝗼𝘁𝗶𝗰𝗲 𝗶𝘁. 𝗔𝗻𝗱 𝘁𝗵𝗮𝘁’𝘀 𝗮 𝗯𝗿𝗶𝗹𝗹𝗶𝗮𝗻𝘁 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆. No launch film. No press blitz. No brand anthem with orchestral strings. Just a quiet rollout across 15 global markets—an initial phase in a broader global refresh. Billions of touchpoints, refreshed without making a scene. In branding, sometimes the boldest move is the invisible one — Subtle. Repetitive. Relentless. Until one day, you look up and think: “𝘏𝘶𝘩. 𝘏𝘢𝘴𝘯’𝘵 𝘪𝘵 𝘢𝘭𝘸𝘢𝘺𝘴 𝘭𝘰𝘰𝘬𝘦𝘥 𝘭𝘪𝘬𝘦 𝘵𝘩𝘪𝘴?” 𝗧𝗵𝗮𝘁’𝘀 𝗺𝗲𝗺𝗼𝗿𝘆. 𝗘𝗻𝗴𝗶𝗻𝗲𝗲𝗿𝗲𝗱. Frankly, I’m surprised it took them this long. Managing a brand ecosystem under a masterbrand without a unified visual identity is like conducting an orchestra where each musician’s playing a different song. Loud and memorable — but for all the wrong reasons. Amazon’s old brand system was starting to drift — each sub-brand doing its own thing. The new identity brings it all into sync. One smile. One tone. One visual rhythm. 𝗪𝗵𝗮𝘁’𝘀 𝗰𝗵𝗮𝗻𝗴𝗲𝗱? • A warmer, more human smile in the logo (you’ll squint and see it) • A new typeface — Ember Modern — made for global legibility and digital elegance • A sharpened palette: Smile Orange with a bit more zing, Prime Blue turned richer • Refreshed iconography • A smarter visual identity system and architecture that makes 50+ sub-brands feel like one coherent family This isn’t just about being consistent — it’s also about being coherent and flexible. As a brand shows up across more surfaces and contexts, adaptability becomes just as important as alignment. 𝗪𝗶𝗹𝗹 𝘁𝗵𝗶𝘀 𝗱𝗲𝗹𝗶𝘃𝗲𝗿 𝗥𝗢𝗜? According to Deloitte (2019), consistently presented brands are 3.5x more likely to enjoy strong brand visibility. And a Lucidpress (Marq) (2021) study found that brands with consistent identity systems can see up to 23% higher revenue over time. Consistency across a billion touchpoints isn’t just a virtue — it’s a growth engine. 𝗧𝗵𝗮𝘁’𝘀 𝘁𝗵𝗲 𝗸𝗶𝗻𝗱 𝗼𝗳 𝗰𝗼𝗺𝗽𝗼𝘂𝗻𝗱 𝗶𝗻𝘁𝗲𝗿𝗲𝘀𝘁 𝗺𝗼𝘀𝘁 𝗖𝗠𝗢𝘀 𝘄𝗼𝘂𝗹𝗱 𝗸𝗶𝗹𝗹 𝗳𝗼𝗿. Spotify did it. So did Burberry. And Airbnb didn’t just change their logo — they built a system that made their brand feel both personal and global. Because when all the noise fades, this remains: 👉 Campaigns build salience and trigger short-term awareness and action. 👉 Visual identity systems build long-term memory structures and brand recognition. If you’re into design, identity, and the quiet work that drives real growth, have a look at the fascinating details on Koto's site:🔗 https://lnkd.in/gfhSfKpF #BrandStrategy #DesignMatters #MemoryStructures #Amazon #VisualIdentity #BrandArchitecture

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How Coca-Cola is marketing Simply Pop, its first prebiotic soda https://lnkd.in/g9VWuaJH Coca-Cola enters the prebiotic soda market with Simply Pop, tapping into the growing demand for functional beverages. As health-conscious consumers seek better-for-you options, strategic branding and market positioning will be key to competing with upstarts like Poppi and Olipop. #MarketingStrategy #BrandInnovation #ConsumerTrends #BeverageIndustry #HealthAndWellness #ProductLaunch #CocaCola #SimplyPop #Advertising #CMO #BrandStrategy #Management

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The fact that AI now recognizes tech-forward, Maker-focused models like LibDib as the future of distribution is a big moment—and a strong validation of what we’ve been building. The alcohol distribution landscape is changing—and AI is taking notice. We asked Google’s Gemini which distributors small and mid-sized alcohol brands should consider, and the response was clear: LibDib is a top choice. As LLMs like Gemini, ChatGPT, and Perplexity reshape how Buyers and Consumers discover products, it's more important than ever for brands to rethink their go-to-market strategy. Some predict 75% of online revenue will soon be driven by AI over traditional search. Check out what Gemini had to say and why LLM's matter for every brand. https://lnkd.in/e2GiPuVy

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