Post by DMCG Global

What happens when brands stop trying to force behaviour change and start paying closer attention to how people already live, shop, listen and connect with each other? That’s the thinking behind our second issue of CORE, strategy that evolves with culture. Vaseline transforms creator behaviour into product innovation, turning social listening into a genuine growth strategy through TikTok-led launches and community-led development. Specsavers evolves one of advertising’s most recognisable platforms without losing what made it distinctive in the first place. Showing that long-term brand consistency can still feel fresh when it evolves with customer needs. Spotify transforms two decades of user data into a personalised celebration, proving that the most powerful thing a brand can do with what it knows about you is make you feel seen, not sold to. And, whilst Callaway Golf’s first brand campaign launched late last year, we still can’t stop thinking about it. Instead of focusing on product and performance, it repositions golf around emotion, culture and the experience of the everyday golfer. Strategy rooted in observation and emotion, relevance rather than interruption. Explore the thinking further in CORE 02...  1. Social listening as strategy - Unilever (Vaseline), Ogilvy Singapore 2. Evolving without losing distinctiveness - Specsavers  3. Celebrating through data - Spotify  4. Repositioning the feeling of golf - Callaway Golf Chosen by our specialists, Jack Pulley (Planning & Strategy) and Sarah Kynaston (Marketing & Media). #CORE #MarketingStrategy #BrandStrategy #MediaStrategy #PlanningAndStrategy #BehaviouralInsights #DMCGGlobal