Tracking Upper Funnel Ad Dollar Spend For Brand Building

BI Staff — Mon, 11 Sep 2023 04:01:15 +0000

Growth is something almost every brand strives for, but investing in brand-building advertising, the effects of which may be difficult to measure and take substantial time to yield results, often is a difficult sell to internal stakeholders. CMOs and media buyers have to draw a clear line between advertising and sales.

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Custom Essence’s Matt Soto On Growing Fragrance Trends And The Fragrance House’s Support Of Entrepreneurial Brands

Jane Carlson — Mon, 29 May 2023 21:54:21 +0000

Following fragrance and flavor powerhouse Givaudan’s 2021 acquisition of Custom Essence, the fragrance house has been expanding its capabilities while keeping its boutique mindset intact.

In fact, Matt Soto, head of Custom Essence, says its team remains keen to collaborate with entrepreneurial brands, whether they’re startups or established

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How Bluebird’s Software Is Helping Beauty Brands Like Dieux Demystify Sustainability

Jane Carlson — Tue, 28 Feb 2023 23:43:21 +0000

While working at Glossier as a senior product manager, Bluebird co-founder and CEO Jamie McCroskery experienced firsthand the pressure a beauty brand with limited time and money faces bringing sustainability to its products at the urging of retailers and customers.

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5 Trends Driving Manufacturing This Year, According To Atelier By Voyant Beauty’s Lorne Lucree

Jane Carlson — Mon, 27 Feb 2023 05:01:27 +0000

Between deinfluencing, inflation and mounting performance expectations, beauty brands face a challenging environment. Lorne Lucree, chief innovation officer at manufacturer Voyant Beauty and head of business unit Atelier, says those looking to succeed in 2023 and beyond must find ways to up the ante for customers whose shopping habits are becoming

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How U&I Is Guiding Indē Wild And Other Emerging Brands From Packaging Through Production and EDI

Jane Carlson — Tue, 21 Feb 2023 05:01:17 +0000

Developing the right vendor relationships can make all the difference for launching a scalable, profitable brand.

But it’s often not easy to develop the right vendor relationships, as Lipika Hegde, head of global product at Indē Wild, knows too well. She compared pinning down a

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Ingredient Distributor Univar Solutions Steps Into The Metaverse

BI Staff — Mon, 12 Dec 2022 05:01:24 +0000

The metaverse may seem out of this world, but early adopters are convinced of its ability to create immersive experiences that draw consumers in.

At its best, the virtual environment is a communal destination providing endless possibilities for new forms of communication, trade and experiences. Case and point? Photo-editing

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