• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
Search
Close

Search

Recommended Reads

Velocitize Talks: Boyd Roberts of Big Picture Group on Branding, Websites & Open Source

3 Ways to Reduce Shopping Cart Abandonment

Happy Anniversary to WordPress! 20 Years & Going Strong

How to Design a High-Converting FAQ Page (5 Tips)

Velocitize

Your fuel for digital success

A publication by 

Your fuel for digital success

  • Featured
  • Marketing
  • Talks
  • Trends
  • Digital
  • Agency
  • WordPress Hosting
Follow

Velocitize Talks: Paul Dyer on Heritage Brands and Keeping it Real

Velocitize staffApril 3, 2020

Share

Authenticity is a tough word. For the most part it means just be yourself. The problem is that now you have a bunch of brands that are trying to create authenticity. What is authentic about us? If you don’t know the answer, then it’s not authentic.

Paul Dyer is the President and CEO of Lippe Taylor, a creative communications and PR agency that was recently named Small Agency of the Year. Prior to Lippe Taylor, Paul was the Chief Commercial Officer and President of Analytics and Insight at the W20 Group.

In this episode of Velocitize Talks, Dyer shares his insights on brands, influencers, and ad fatigue.

Predicting the future of digital marketing (1:27)

Obviously there’s a lot of change and things that feel true or permanent or established today in a couple of years will be entirely different.

In between conversational marketing, content platforms, SEO and the user experience, digital marketing continues to move at a colossal speed. According to Forbes, the amount spent on digital marketing this year is expected to reach $1.3 trillion. Factor in social media, AI and smart devices, the landscape becomes even murkier, even to the industry experts.

Ad out (3:00)

Brand awareness is through the roof but it may not feel that relevant anymore and for a long time that was okay because you knew what the brand was.

Working with heritage brands—highly recognizable brands that have been around for a long time—can be a real challenge. A heritage brand can be slow to implement new marketing strategies despite the need for innovation. For example, a recent study found that 72% of businesses say video has improved their conversion rate. Brands need to be able to adapt to keep up.

image9

Ad fatigue (4:23)

In the last two or three years, consumers went from ad fatigue to ad avoidance to ad blocking to indignation at advertising, and still brands have to get their messages out.

Brands can’t rely on just ads anymore. Today over 600 million devices use ad blockers, which may make consumers happy but can leave your ads—as well as your messaging—unseen. That’s why storytelling remains so important. Dyer cited the unique partnership between Band-Aid and J.Crew, where J.Crew designed Band-Aids and sold them in their store, as a perfect example of innovating your brand.

Do influencers still have influence? (6:41)

We’re watching the hot air being blown into this market between venture capital flooding in between brands that are trying to treat the medium like performance marketing. It’s not performance marketing. You can’t buy posts from influencers as if it’s media inventory.

Although the role of influencer marketing is constantly in flux, companies continue to spend upwards of $10 billion on the industry. As for Gen Z, 70% of teenagers trust influencers over celebrities.

Influencer Marketing Spend

In media we trust (8:15)

For a while there it felt like there was going to be a total abandonment of traditional media; that’s not what happened. Consumers actually said we have to trust somebody and at least the news media has in place a rigorous editorial process.

A study last year from Edelman found that, despite what people think, high levels of trust in traditional media still persist. The public is also more engaged with what is happening.

Popping up in unexpected places (10:40)

It means showing up in places that surprise consumers in ways that surprise them. 

Two years ago Lippe Taylor created a hugely successful Father’s Day campaign for Josh Cellars wine by opening a pop-up shop in Grand Central Station. Last year the brand sold close to three million cases of wine—its best year ever.

mucinex

To learn more about Lippe Taylor, visit its website and follow them on Twitter at @LippeTaylor.

ads brands heritage brands velocitize talks

Velocitize staff

Join the conversation

Reader Interactions

Leave a ReplyCancel reply

Primary Sidebar

Liked this article? Share it!

Featured Posts

  • Velocitize Talks: James Bavington of StrategiQ on WordPress, ...

    Eileen Smith

    March 29, 2024

  • 3 Best Link in Bio Tools for Instagram

    John Hughes

    March 27, 2024

Recent Posts

  • Velocitize Talks: James Bavington of StrategiQ on WordPress, WooCommerce & WP Engine
  • 7 E-Commerce Metrics to Track
  • 3 Best Link in Bio Tools for Instagram
  • How Real Brands Are Using AI Tools in 2024
  • Can You Use Custom ChatGPTs to Improve Your Website?

Recent Comments

  • John on How to Find Your Highest-Spending Customers (2 Methods)
  • JimmyniP on Registration Now Open for DE{CODE} 2024!
  • Digivider on How to Run a Successful Facebook Ad Campaign (In 3 Easy Steps)
  • Searchie Inc on 5 Best AI Content Generators for WordPress Site
  • Sophia Brown on Why You Should Add a Blog to Your Online Store

Categories

  • Agency
  • Analytics
  • Campaigns
  • Content Marketing
  • Digital
  • E-commerce
  • Events
  • Featured
  • Influencer Marketing
  • Insights
  • Interview
  • Marketing
  • Podcasts
  • Recommended Reads
  • Reports
  • SEO & SEM
  • Social Media Marketing
  • Spotlight
  • Statistics
  • Technology
  • Trends
  • Uncategorized
  • Website

Footer

A WP Engine publication

Categories

  • Featured
  • Marketing
  • Talks
  • Trends
  • Digital
  • Agency
  • WordPress Hosting

Pages

  • About Velocitize
  • Sponsored Content
  • Contact
  • Privacy Policy

Follow

© 2016-2025 WPEngine, Inc. All Rights Reserved.
WP ENGINE®, TORQUE®, EVERCACHE®, and the cog logo service marks are owned by WPEngine, Inc.

1WP Engine is a proud member and supporter of the community of WordPress® users. The WordPress® trademarks are the intellectual property of the WordPress Foundation, and the Woo® and WooCommerce® trademarks are the intellectual property of WooCommerce, Inc. Uses of the WordPress®, Woo®, and WooCommerce® names in this website are for identification purposes only and do not imply an endorsement by WordPress Foundation or WooCommerce, Inc. WP Engine is not endorsed or owned by, or affiliated with, the WordPress Foundation or WooCommerce, Inc.