Is the DNC’s Taylor Swift campaign powerful or ‘popular by association’?
This sentiment is echoed by other experts who warn that celebrity appeal alone may not be enough to win over more skeptical or less engaged voters. “This could create confirmation bias, as you have a loud public voice like Swift saying one side, which will bolster the belief of the Democratic voters,” explains Reilly Newman, a strategist at Motif Brands.
Newman, like Waite, remains skeptical, suggesting that undecided voters tend to look for more concrete policy positions rather than celebrity endorsements. “It’s past the point to sway undecided voters as those aren’t your voters who will simply choose via celebrity endorsements,” he says.
Newman cautions that younger generations may see through the strategy completely. “The younger generations may see this [campaign] as the marketing ploy that it is and simply lose more faith in our democracy due to its commercialism,” he says, noting an increasing cynicism among young people, who are becoming more skeptical of celebrity endorsements and their role in politics.
Newman is more critical of this approach. “At a time when America feels extremely divided, entertainment isn’t what the people want. These tactics lack substance,” he states. He suggests that a more issue-driven campaign would have been more effective, particularly when addressing important topics such as reproductive rights and economic opportunities.
The Drum
Dollar General and Dollar Tree need a 'new playbook' to compete with Walmart and Target
“The impact of market shifts is significant for dollar stores “because low prices is all these brands have to offer,” said Reilly Newman, founder of Motif Brands, a marketing services studio.
Newman argues that while the dollar-based strategy may work under normal conditions, it falls short during periods of inflation and financial strain. Such pressures are less pronounced for larger retailers that cater to middle- and higher-income customers, he added.”
-Reilly Newman
Quartz
How Subscription Models Are Revolutionizing Retail Sales
“I am a big believer that retailers that offer member-only subscriptions would be a great value-add for consumers. From a brand perspective, this has the potential to streamline the relationship between the brand and consumer, creating a communications channel for brands to target their most loyal consumer,” shares Reilly Newman, brand strategist for Motif Brands. “For the initiative to be successful, retailers will need to focus on the long-term LTV (lifetime value) its subscription model offers shoppers.”
Colliers
Missing the Mark – Private Label is Failing at Target
“Private labels are extensions of the main brand where quality is taken into account in a much more immediate manner,” said Reilly Newman, brand strategist and founder of Motif Brands, to TFI.
“Target may be having a slight reality-check from the audience whose expectations for quality or enjoyment is misled by the strong design language and presentation that Target is known for. The gap between the expectation and actual experience may be drifting too far, which results in trust being subtracted along with sales.”
The Food Institute
A Guide to Dynamic Pricing
“Improved brand and employee experience. According to Reilly Newman, Founder of Motif Brands, dynamic pricing can help reduce strain on business systems. This helps balance demand and improve service quality while attracting customers willing to pay more.
“There’s great software to … determine prices based on the patterns of your audience and the surge times,” Newman said. “The software can learn more [about] your transaction history and predict future spikes in demand based on variables, and [set the] price accordingly.”
U.S. Chamber of Commerce
Luxury Fruit is Now a Status Symbol
“That is a unique flavor that [consumers] are intrigued to try,” said Reilly Newman, founder of Motif Brands. The name implies an indulgence which are typically always higher priced or perhaps something you don’t need to purchase in the first place like that ice cream you love or your favorite bottle of wine.”
“They are able to signal with the purchase and partaking of the fruit is an experience because it is a rare situation,” Newman told FI. “Ultimately it makes them feel a certain way because it is no longer just about the fruit. It is about them.”
“Economically, this signaling drives the irrational behavior we see in consumers because it goes right to the heart of our emotions behind purchases,” said Newman. “It also plays a role in pricing strategy and brand strategy because everything we do as humans says something about us.”
The Food Institute
Gut Feelings: Experts Largely Bullish on Prebiotic Sodas
“I see prebiotic sodas being in the happy middle with their position in the market being that of taste and reason,” said Reilly Newman, founder of Motif Brands. Prebiotic sodas’ “great taste mimics our favorite sodas, but with the health benefits of prebiotics and better ingredients. However,” Newman added, “the perceived value must be clear as well, to justify the price.”
“Since this [prebiotic soda] market has proven effective and shows growth, I see large brands of classic soda wanting in – they will most likely try to commandeer one of these brands,” Newman said.”
The Food Institute
Are price cuts at Target, Walmart & other retailers a sign of generosity or price gouging?
Reilly Newman, brand strategist and founder of branding studio Motif Brands, concurs. In his view, the price cuts represent a “very interesting ‘marketing campaign’” by these brands. He adds: “The ‘price cutting’ campaign has also garnered quite the PR, as it has reached many headlines and most likely driven increased web and foot traffic.”
Newman emphasizes that even small discounts ranging between five and ten percent can wield significant influence, capitalizing on consumer psychology akin to the allure of Target’s renowned $5 section or Costco’s exhilarating “treasure hunts.”