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This year has been volatile for brands. With tariffs taking effect, the job market slowing, and consumer spending barely keeping pace with inflation, its no surprise that ad spend has slowed in tandem. Amidst economic uncertainty and an onslaught of unanswered questions, brands are increasingly looking for demonstrable ROI in their marketing and design budgets. Some may choose to invest in a costly new campaign or commit to a new brand identity, while others will default to slashing their budgets altogether. Cutting marketing dollars is more of a short-term band-aid than a long-term solution. Research by Analytic Partners following the 2008 financial crisis found that 60% of brands that increased their marketing investment during that period generated a positive ROI. While AI disruption, political polarization, and evolving consumer behaviors are contributing to todays economic challenges, the core lesson still holds: Even in uncertain times, stepping off the marketing gas is rarely the answer. This undeniable power of attraction is hard to come by. But its not impossible when considering a series of five crucialand measurablefactors that, once met, can be part of a strategy to increase an overriding choice decision that sometimes can be determined spontaneously or irrationally. 1. Resonance. You must find ways to resonate with your consumers. The companies that resonate the most are the ones that go out of their way to tell emotive stories and bring them to life through every aspect of their brand expression. They develop heartfelt narratives that forge emotional connections with their audiences. These connections increase brand love and go the distance in fostering a consumers relationship with a brand. Brands like Dove set the standard here. By tapping into a deep human need for self-acceptance and belonging, Dove created an emotional connection that went far beyond functional benefits. 2. Relevance. Never underestimate the importance of staying relevant. While resonating with customers requires tapping into their emotional center, relevance speaks more to a clear sense of utility. Does your brand matter to consumers by being both useful and timely? We know that when inflation rises, wages stagnate, and purchasing power fades, consumers spend only on what they deem most important. For Olipop, the unmet need was gut health and soda enjoyment. Using nostalgic yet modern design and uplifting brand world, it gave consumers permission to reintroduce soda into their daily lives. 3. Differentiation. Most marketers would consider this their professional reason for being but outlining a distinct market position and effectively executing it are two inherently different things. Its important to be both unique and recognizable, but if you dont express it with clarity and confidence, you will get lost in the mix. Oatly didnt just market oat milk as another dairy alternativeit defined a cultural position: irreverent, planet-positive, and anti-establishment. 4. Unification. Brands must build a comprehensive toolkit of assets that are united across every touchpoint and channel through which a consumer might interact. But that doesnt mean being rigid or inflexible. For example, McDonalds maintains global consistency in its core messaging, design, and product offerings while adapting locally and offering country or culture-specific menu options. 5. Authenticity. Authenticity should always be top of mind when connecting with consumers. Its not just about defining a clear set of values or beliefs. Its about ensuring each message your brand shares are as close to those beliefs as possible. More than two-thirds (70%) of consumers spend more with authentic brands. From press releases to tweets to Super Bowl spots to new logos, consumers know when theyre being sold a lineand they respond in kind. Brands like Patagonia and Ben & Jerrysliteral poster children for principle-led brandscontinue to lead their categories by acting on their values in visible, credible ways. FINAL THOUGHTS What will separate the winners from the losers over the next year is knowing how to precisely focus marketing investment on places where a company needs that added push the most. This requires a company to harness the ability to magnetize their brand, fostering deep emotional attraction, and turning consumers into loyal advocates by making their company the one consumers want above all others. Jonathan Ford is the founding partner and group chief creative officer of Pearlfisher.
Category:
E-Commerce
Behind its glittery facade, Claire’s is a financial mess. The tween retail icon behind millions of ear piercings and Y2K accessories filed for bankruptcy in August 2025, closing hundreds of stores and selling its North American business for just $104 million. So how does a brand with $1.4 billion in global sales end up with more than $500 million in debt? Fast Company staff writer Elizabeth Segran has been covering the company’s ups and downs for years. In this episode of FC Explains, she breaks down the full Claire’s story, from its mall-era dominance and surprising pandemic comeback to its failed IPO, crushing debt load, tariff difficulties, and the rise of sleeker competitors like Lovisa, Studs, and Rowan.
Category:
E-Commerce
The National Governors Association is pulling out of an annual meeting at the White House after President Donald Trump declined to invite two Democratic governors, undercutting one of Washington’s few remaining bipartisan gatherings.Trump is still expected to meet with governors at the White House on Friday but the event will not be facilitated by an organization founded more than a century ago to help state leaders from both parties advocate for their interests in Washington. The Republican president had refused to include Democratic Govs. Jared Polis of Colorado and Wes Moore of Maryland and recently blasted them on social media as “not worthy of being there.”In a brief interview Thursday, Polis said he does not have “any ability to get in (Trump’s) head.” Polis said he was nonetheless meeting with governors from both parties while he is in the nation’s capital.“I’ve spent quality time with my colleagues this morning and really learning from one another and taking best practices that Republican or Democratic governors have launched in their state,” he said. “It’s really what these meetings are about.”The episode underscores the confrontational approach Trump has taken during his second term toward state leaders he does not like. He has at times threatened to withhold federal money or send in troops over the objections of local leaders. Now, even a ceremonial White House dinner has become a flashpoint and fellow Republicans openly acknowledge that Trump’s aim as president is not to unify the country.“He’s not putting his mind to it,” Gov. Spencer Cox, R-Utah, said at an event sponsored by Politico. “He’s said very clearly that that’s not who he is.”In an interview Wednesday, Moore said he has “no desire to have beef with the president of the United States.”“I didn’t run for governor like, man, I can’t wait so me and the president can go toe to toe,” said Moore, the NGA’s vice chair. “But the fact that he is waking up in the middle of the night and tweeting about me, I just, I pray for him and I just feel bad for him because that has just got to be a really, really hard existence.” Governors try to stay above the partisan fighting The dynamics are a far cry from the air of bipartisanship that Moore and Oklahoma Gov. Kevin Stitt, a Republican who chairs the NGA, sought to portray as governors began to assemble in Washington. Moore and Stitt shared a stage several times this week swapping jokes and praise.“I have gotten, through the National Governors Association, a really good chance to know the heart of this man and how much he is a great American, loves his country, loves his citizens and is just trying to do the best he can for Maryland,” Stitt said Thursday at the Politico event.After Stitt tried to resolve the standoff between the White House and the Democratic governors last week, Trump blasted him as a “RINO,” short for Republican In Name Only, and accused him of misrepresenting his position. Stitt struck a conciliatory tone Thursday, noting he would participate in White House events.“Politics has a way of just beating you down over time so I can’t imagine being president of the United States,” Stitt said. “He’s got a tough job to do.”Former Maryland Gov. Larry Hogan, a Republican who occasionally disagreed with Trump, said it was a “mistake” for the White House not to include all governors.“There never was a huge amount of real work that got accomplished but it was a nice thing annually to bring all the governors Republicans and Democrats together,” he said in an interview. “I know there’s a lot of friction but it just seems in everybody’s best interest even if you passionately disagree and you don’t like the other person or you’re mad about whatever, it can’t hurt to be in the same room together.”Beyond the White House meeting, some governors also shared pointed criticisms of the administration’s ever-expanding power. They bemoaned the unwillingness of the Republican-controlled Congress to limit Trump’s ambitions and they cast themselves as counterweights to the executive.“Presidents aren’t supposed to do this stuff,” Cox said. “Congress needs to get their act together. And stop performing for TikTok and actually start doing stuff. That’s the flaw we’re dealing with right now.”Cox added that “it is up to the states to hold the line.” Presidential buzz runs alongside the conference As governors cycled through panels and interviews, one question hovered: Who among them might seek the presidency in 2028?Moore and Gov. Josh Shapiro of Pennsylvania were among the potential Democratic presidential contenders in Washington this week. Other Democrats, including Govs. Gavin Newsom of California and JB Pritzker of Illinois, were not in town.Stitt and Moore, during a panel discussion, both declined to rule out a future bid and emphasized their focus on their home states.Gov. Andy Beshear, D-Ky., took a more open approach. He arrived in Washington days after announcing he would release a book this fall and fielded questions at a Center for American Progress event about how he might campaign for president if he enters the race.Asked afterward about his timeline for a decision, Beshear said his focus this year remains on Kentucky and “then after that, I’ll sit down with my family and we’ll consider it.” Joey Cappelletti and Steven Sloan, Associated Press
Category:
E-Commerce
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