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Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.

Each week, Marketing Brew recaps what people are talking about on social media, the trends that took over our feeds, and how marketers are responding.

Ski brand rebrand: A New York ski resorts whimsical rebrand is being ill-received on the internet, with marketer and TikToker Ashwinn Krishnaswamy calling it one of the biggest branding disasters hes ever come across. Commenters are also calling out what they see as a confusing membership program, with the highest tier including an initiation fee that costs $150k, while others said the copy seems AI-generated and graphics look like they were done with Canva.

Swift backtrack: Outdoor Voices compared its fleece to Taylor Swifts Folklore era on Instagram with photos from the album before the post disappeared. A good reminder to all marketers: youre never more than one post away from trouble, trouble, trouble.

One brand thats doubling down on its Swift content? The NFL.

BookTok: We havent seen content like this since Heidi Montag. Influencer Addison Rae was seen reading Britney Spearss new memoir while walking down the street, prompting some to wonder if it was all part of a staged paparazzi shoot to promote the book. But if it gets Britney more book sales, then all we can say is:

Arrested Development/Tenor

Your weekly dose of humbling: From millennial social captions to influencer speak, no one was safe from parody this week. But if you made it through all your client calls without telling any of them that you love them, you may be doing better than you think.

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Social media trends: There's always gonna be another mountain - Marketing Brew

The European Commission recently published the study Promoting Cross-Border activities for Social Economy, including Social Enterprises. The study is complemented with a Guide (available also in French and German) to supportsocial economy entities to undertake cross-border activities and with52 concrete cases of social economy entities operating across borders.

Although various studies have been conducted in the last years on the topic of SMEs internationalisation and its effects on the economy, rarely these studies have zoomed in on social economy actors and the internationalisation of social economy entities. In fact, the global nature of social entrepreneurs has only recently attracted growing interest among practitioners and scholars.

Therefore, the study aimed at analysing, assessing and diffusing successful transnational initiatives and activities of social economy organisations as well as corresponding European and national policies with a view to promoting successful approaches that could help social economy to enter the Internal Market.

To achieve this objective, the study carried out:

(i) a desk research and literature review,

(ii) various interviews with social economy stakeholders and an online survey,

(iii) overran assessment of 50 social economy cases involved in transnational activities from 14 EU Member States (Austria, Belgium, Cyprus, Denmark, Finland, France, Germany, Greece, Italy, the Netherlands, Portugal, Romania, Slovenia and Spain) and 3 non-EU COSME countries: Turkey, Serbia and Albania, and

(iv) an overview of national, European and regional policies, initiatives and intermediaries actions that foster cross-border activities of social economy entities.

The report identified multiple barriers to cross-border activities of social economy entities on the several analytical dimensions: legal, financial, and fiscal as well as linked with business-related, mindset and cultural challenges. The study developed several pathways on how social economy entities operate across borders, each identifying different goals and approaches.

The report underlines that relevance of international operations for the economy of SMEs is not limited to growth accounting indicators, but it involves other advantages such as introducing social innovations, new governance models, or more social and sustainable practices, for example sources by foreign expertise. Consequently, besides the visibility of social economy itself, these social economy specific drivers and experiences in terms of internationalisation, should gain importance in regular support services.

You can browse the executive summary of the study (also in French and German) and find out more on EU initiatives supporting social economy.

EISMEA implements social economy projects under the former COSME programme and currently in the SME pillar of the Single Market programme (SMP).

The study has been produced by consortium led by QPLAN under the contract EASME/COSME/2018/032.

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Study on "Promoting Cross-Border Activities for Social Economy" - EISMEA

Leveraging the profound impact of real-world success stories, case studies stand out as indispensable assets in law firm marketing. They not only underscore your firms expertise and capacity for achieving favorable outcomes but also play a crucial role in fostering trust and credibility among prospective clients.

Here is a guide (with homework!) on how law firms can effectively incorporate case studies into their marketing materials enhancing engagement and building their reputation as a leader in their respective areas of practice.

By strategically integrating legal case studies into their marketing materials, law firms can effectively demonstrate their expertise, foster trust and engage meaningfully with their target audiences.

Now that youve learned how to leverage legal case studies in your marketing materials, its time to put this knowledge into action. Heres a homework task to help you get started:

Task: Create a Mini Case Study

By completing this homework task, you will have taken a tangible step toward integrating case studies into your marketing efforts, providing a practical example of your firms expertise and success. Remember, the goal is to build trust and showcase your firms capabilities, one success story at a time.

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How to Effectively Leverage Legal Case Studies in Marketing ... - The Social Media Butterfly

Advertising Week New York: We came, we saw, we conquered survived.

The four-day conference last week was chock-full of, well, everything, including panels and keynotes from brands like Mattel and Netflix and topics ranging from womens sports to the importance of food delivery. And in addition to some extremely long lines, we saw some surprisingly candid conversations about the realities of the business.

In no particular order, here are some things we heard onstage at the conference that had our ears perking up.

People think maybe we may have had something to do with it. Absolutely not. We knew nothing. We knew what you guys knew.Marissa Solis, SVP of global brand and consumer marketing for the NFL, on a panel about Gen Z and sports

There were pressure points where I might have gotten a few extra gray hairs and lost some sleep. The first was having lunch with the president of marketing at Warner Bros. when he pitched me the marketing handle for the teaser campaign: If you love Barbie, this movie is for you. If you hate Barbie, this movie is for you. That immediately took me aback. As a brand steward, why would I put the word hate out there? It was really uncomfortable. But we agreed that we wanted to reach a broad audience and get people that had maybe not been associated with the brand for a while to re-engage. We had to be self-aware.Lisa McKnight, EVP and chief brand officer, Mattel, in a conversation about the brands evolution

Clorox reached out, and I was like, well, thats not our jam. We dont really use Cloroxand they gave me an offer that was insane. I have never been offered this amount. It was $38,000 to do a campaign with them. Im like, Holy shit, thats so much money! But Im like, Im not doing it because it doesnt feel authentic to usIm represented by Whalar, and they reached out an hour later, and usually when they approach me, theyve negotiated at the highest dollar. And so they reached out, and theyre like, [Clorox is] really flexible, and they want to give you $58,000. Im like, Im dousing myself in Clorox as we speak.Jos Roln, content creator on TikTok and Instagram as @nycgaydad, on a panel about the creator economy

Before we technically called them creators, I had the experience of starting my career at MTVwhere I quickly learned if you just said the word Snooki, you could do 10x traffic.Nicole Sia, senior director of content and social marketing, DoorDash, on a panel about investing in influencer marketing

Ive been told I need to put money in a swear jar if I say authenticity.Jesse Perl, VP of brand marketing, Major League Soccer, on a panel about brands tapping into soccer

Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.

With NIL, not gonna lie, wish I was back in college right now.Minnesota Lynx forward Aerial Powers, during a panel about womens sports and performance marketing

I hope we get to a point where we just call it sports, and we dont have to call it womens sports.Andrea Brimmer, chief marketing and PR officer, Ally Financial, on a panel about womens sports

At Adidas, looking at the demographics of the folks that work in soccer versus some other sports, were probably really the only team that has women in sports marketing, versus our one person that works on the WNBA side. [Soccer] is very much more inclusive. I maybe wouldnt have been able to break into another area at Adidas.Kelsey Hough, soccer sports marketing manager, Adidas, during a panel about brands tapping into soccer

Were a little stuck in between the future and the legacy side of it. So a lot of times well have conversations with brands, and its all about audience and they need to find the audiences. And then well get an RFP from them and theyll say, We want to reach [in-market] car shoppers, but we dont want any news. So all of a sudden, youve now just restricted the pool of people you want to reach, assuming that no one [watching the] news is going to buy a new car.Mark Marshall, chairman of NBCUs global advertising and partnerships division, during a conversation about the TV industrys transformation

Theres a lot of two-for-five and two-for-six offers out there, and theres someone that is mostly yellow that advertises a lot more than us. So the risk is we run an ad and people go there instead of usAt the end of the day, I love the creative, but its all about selling cheeseburgers. So weve got to make sure we do that.Carl Loredo, global CMO, Wendys, in a conversation about the brands approach

I hate when my football team loses. Im a Giants fan, and so Im in pain. So I used to pick seven to 10 teams [to root for]...Never the Patriots, though.Dany Garcia, founder CEO, and chairwoman, The Garcia Companies, during a panel about on-demand sports fans

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Heard at Advertising Week 2023 - Marketing Brew

October 30, 2023 -- LyondellBasell (NYSE:LYB), a leader in the chemical industry, today revealed its new brand identity aligned to its purpose, creating solutions for everyday sustainable living. The new brand includes a logo, tagline and visual identity and affirms the companys newstrategy announced earlier in 2023.

With our new strategy firmly in place, our employees are adopting new ways of working to generate innovative, value-enhancing solutions to support our goals, said Peter Vanacker, LyondellBasell (LYB) CEO. I am especially proud of our teams recent accomplishments. This includes accelerating our value enhancement program targets and increasing our access to circular and renewable feedstocks through the development of integrated recycling hubs centered in Houston, Texas and Cologne, Germany. I believe our new brand identity will inspire employees by giving them a visual representation of our vision for the future and a sense of unity toward our purpose and values.

As part of its new brand identity, LYB has also launched a new tagline, Solutions for a better tomorrow. This tagline captures the companys dedication to creating products and solutions for applications in support of modern living, such as food packaging, healthcare, and transportation, and technologies that enable a circular and low carbon economy.

The new brand identity will be rolled out across the companys website, marketing materials and social media channels, and includes the release of a new anthem video. To see these materials, click here.

About us We are LyondellBasell (LYB) a leader in the global chemical industry creating solutions for everyday sustainable living. Through advanced technology and focused investments, we are enabling a circular and low carbon economy. Across all we do, we aim to unlock value for our customers, investors and society. As one of the world's largest producers of polymers and a leader in polyolefin technologies, we develop, manufacture and market high-quality and innovative products for applications ranging from sustainable transportation and food safety to clean water and quality healthcare. For more information, please visit http://www.lyb.com or follow @LyondellBasell on LinkedIn.

Forward-Looking Statements The statements in this release relating to matters that are not historical facts are forward-looking statements. These forward-looking statements are based upon assumptions of management of LyondellBasell which are believed to be reasonable at the time made and are subject to significant risks and uncertainties. Actual results could differ materially based on factors including, but not limited to, market conditions, the business cyclicality of the chemical, polymers and refining industries; the availability, cost and price volatility of raw materials and utilities, particularly the cost of oil, natural gas, and associated natural gas liquids; our ability to successfully implement initiatives identified pursuant to our Value Enhancement Program and generate anticipated earnings; our ability to attract and retain key personnel; our ability to manage costs; future financial and operating results; benefits and synergies of any proposed transactions and our ability to align our assets with our core; legal and environmental proceedings; tax rulings, consequences or proceedings; technological developments, and our ability to develop new products and process technologies; our ability to meet our sustainability goals, including the ability to operate safely, increase production of recycled and renewable-based polymers to meet our targets and forecasts, and reduce our emissions and achieve net zero emissions by the time set in our goals; our ability to procure energy from renewable sources; our ability to build a profitable Circular & Low Carbon Solutions business; our ability to construct and operate integrated recycling hubs, the continued operation of and successful shut down and closure of the Houston Refinery, including within the expected timeframe; and potential governmental regulatory actions. Additional factors that could cause results to differ materially from those described in the forward-looking statements can be found in the Risk Factors section of our Form 10-K for the year ended December 31, 2022, which can be found at http://www.LyondellBasell.com on the Investor Relations page and on the Securities and Exchange Commissions website at http://www.sec.gov. There is no assurance that any of the actions, events or results of the forward-looking statements will occur, or if any of them do, what impact they will have on our results of operations or financial condition. Forward-looking statements speak only as of the date they were made and are based on the estimates and opinions of management of LyondellBasell at the time the statements are made. LyondellBasell does not assume any obligation to update forward-looking statements should circumstances or managements estimates or opinions change, except as required by law.

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LyondellBasell Launches New Brand Identity Reflecting its New ... - LyondellBasell