Mark Littler’s Post

Sunday was St Patrick’s day. A global day of celebration of Irish culture which feels like it’s getting bigger each and every year in its scale. So what better day to jump in, join the fun and see if you can get people to reappraise what they drink … and whether there might be more than Guinness to enjoy. That’s what Kahlua did. And people loved it.  🎉 The atmosphere/ambience, infectious enthusiasm, jolly 🎻 The music (contributing to the above) 🤣 Funny - the story, the facial expressions, the Tucan, the twist 😯 Surprise/curve ball - the moment of him turning round with a cocktail, the play on Guinness 🍸 The twist on tradition and acceptance - celebrating non conformity, affectionate It also gives them a powerful positive association or space to be part of the big event. Being a part of St Patrick’s day.  This all meant that the ad was seen as incredibly well loved, resonant, highly distinctive and really did make people who wouldn’t have considered Kahlua pre seeing the ad actually want to try it. Only 3% considered the brand before being exposed to the ad in the middle of programming surrounded by other ads …. And after, 22% would consider it. Now to the elephant in the room.  Not everyone realised or remembered it was a Kahlua ad. We show the ad as part of an ‘ad break’ with other ads in the middle of programming then ask what brands people remember being advertised.  The number mentioning Kahlua is less than we’d often see.  BUT - there is an additional 10% who talked about espresso martini (which benefits Kahlua). Inevitably …. There are also 7% who remember Guinness.  Now we could see that as a really bad thing … or we could weigh up a few things: - It’s a smaller brand.  They have a lot to gain by being part of St Patrick’s day, being another drink to consider, being humorous, being an accepted drink.  - The way it positions Kahlua cleverly as an alternative.  An attractive one.  A fun one. An accepted one is very clever. - Is Guinness really a competitor? Or given the number who do get the brand, is attaching the love so many feel for Guinness powerful? - Could Kahlua habit stack on Guinness as James Clear would say?  When you’ve had enough Guinness you move seamlessly to Kahlua or an espresso martini I say well done to Kahlua, Pernod Ricard and Wieden + Kennedy Sign up to the newsletter for insights into an interesting ad each week. https://lnkd.in/e-VVDCSC https://lnkd.in/ema3AbMW #consumerinsights #kahlua #advertising #marketing #effectiveadvertising #stpatricksday

A couple of weeks ago I squared up on my self employed personal income tax for the June 15th deadline, hopefully for the last time. If you are an investment advisor in Canada and you feel like I do; it’s time we are permitted to incorporate our practices. I encourage you to talk to your dealer. See what they are doing to make this happen. #taxplanner #wealthmanagement

For all young lawyers with an interest in the International Bar Association, click on the link below to watch the recording of this webinar. In the video, your peers provide all the info you need to get involved, and explain how the IBA has helped them.

The Joint Spring Meeting of the GPSolo, Law Practice and Young Lawyers Divisions of the American Bar Association is perhaps the most collaborative and truly welcoming conference I’ve ever attended. #welcomehome #professionalism #lawyerlife

Britain, Bombs and Beerhalls – A July 4th Story 🎆  Happy July 4th! While you’re getting ready to barbecue and watch some fireworks...think about this. Our beloved anthem, "The Star-Spangled Banner”, as many people know, was written by Frances Scott Key during the War of 1812. What you may not know... Key was held captive on a British warship and forced to watch as the British unceremoniously attacked Fort McHenry. And it didn’t look good for us upstart Americans. 🇺🇸 When the Stars and Stripes emerged, rather than the Union Jack (i.e. British flag), he was so inspired he had to put his emotions down in the form of a poem which would be the words of our National Anthem. But that’s not the whole story. The Star-Spangled Banner would have been a long-forgotten poem if it wasn’t for the music.   Key wanted his poem to stand the test of time. So what did he do? 🎶 He took a popular tune heard in British beer halls and adapted it to his poem. His choice turned out to be a great way to wave the flag and also thumb his nose at the British at the same time! It also reminds us that our best ideas are often inspired from unexpected sources. Just as Key's anthem has stood the test of time, so too do the ideas that are nurtured and developed from unconventional origins.  💁♂️ To learn more about our approaches to think differently, check out our innovative thinking tools, techniques and stories here:  https://lnkd.in/d7GM8Exd    💡 About Deliberate Innovation: We help forward thinking leaders to solve their most unsolvable challenges by systematically applying winning ideas from outside your industry. #IndependenceDay #FourthOfJuly #Creativity #Inspiration #Innovation #StarSpangledBanner 

Sam Gould shares insights from his conversations with members of his chapter who express a strong desire for the fraternity to emphasize accountability, encouragement, and upholding the values it stands for. Join us as we explore how these values can be taken to the next level, and the impact they have on shaping the best version of oneself within the fraternity. This, is The ATO Show. https://ow.ly/qSkk50R5fck

Have you ever wondered what you should say if you have been selected to receive an award, the experts say the following: 1. Express your gratitude and be genuine. Speak from the heart and remember to acknowledge the sponsoring organization as well as any other nominees. 2. Demonstrate why you are deserving of the honor. Keep the self-deprecation to a minimum; don't make them regret selecting you over others. 3. Recognize those who helped you achieve success. Use your moment in the spotlight to pay it forward. Personalize your speech with anecdotes. This is still a speech, after all, so make it memorable and meaningful. 4. Respect the audience and the clock. Not every awards ceremony has an orchestra to play you off the stage when you overstay your welcome.

🔥 Celebrating a Legend: Lessons from the Dwyane Wade Statue Unveiling 🔥 The Dwyane Wade statue unveiling was an inspiring moment, honoring one of Miami’s greatest. It drew legends and fans together in celebration, but the social media response took an unexpected turn. In my latest blog, I explore how events like this highlight the importance of brand perception and proactive social listening—turning online feedback into opportunities for connection and growth. For anyone in marketing or brand management, this is a valuable case study in handling public sentiment with care and creativity. 👀 Read more and join the conversation on social media and brand strategy!

Ding, ding (think back on the end of Joseph McCarthy)

Upon Further Review: Litigation Arising From Sports Contracts, Transactions, and Intellectual Property, and How to Prevent It Today (June 20, 2024) at 1:30 p.m. CT, Sarah Pack and I will be speaking at State Bar of Texas Annual Meeting at the Hilton Anatole in Dallas, Texas on the topic referenced above. If you are available and in town, come check us out. #SportsLaw #DennieSportsLaw #DFWSportsLaw #TexasSportsLaw https://lnkd.in/g26BG8iE