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Hey #Swifties, ya'll ready for another #TAYLORCON? One's Coming Soon (by which I mean no later than October 29, 2027), at least if Taylor wants this TM to register in the U.S. . . Taylor Swift's counsel filed a 13-Class(!) Intent to Use TM registration application for TAYLOR-CON on January 27, 2024 covering a huge laundry list of goods and services, which includes: Class 4 candles Class 9 audio recordings, etc. Class 14 jewelry Class 15 musical instruments & picks Class 16 notebooks, writing implements, etc. Class 18 bags Class 21 glassware, housewares, etc. Class 24 towels & blankets Class 25 clothing Class 26 patches, hair accessories, etc. Class 28 toys Class 35 retail store services Class 41 entertainment services, website, online music, etc. The USPTO issued a Notice of Allowance yesterday (10/20/2024), which means that Taylor & team have until October 2027 to provide evidence of use (called a Statement of Use, aka "SOU") showing this mark on all these goods and services being sold or distributed in U.S. interstate commerce. Her SOU/ Extension deadlines are: April 29 2025 1st October 29 2025 2nd April 29 2026 3rd October 29 2026 4th April 29 2027 5th October 29 2027 FINAL SOU submission deadline I bet that Taylor's legal team will divide up this application into many "child" applications as they begin to commercialize the TAYLOR-CON brand asset in anticipation of the next event, since the company they have make their candles is unlikely to be the same as the one making their hair accessories, which is unlikely to be the same as the one making their musical instruments, which is unlikely to be the same as the one producing their event . . . According to the article on Y!entertainment (in comments below), TAYLOR-CON was initially a "fan-driven 2-day event two-day event that took place at the Hilton Dallas Lincoln Centre in Dallas on March 15 and 16 . . . that celebrated the pop icon exclusively before Swift’s trademark move prompted an official rebranding." Now it appears that TAYLOR-CON may reappear as an official property of Taylor Swift.

Taylor Swift self-publishes the ‘Eras Tour,’ and Victoria’s Secret Fashion Show returns (but should it?). Plus, Molly Baz is back in Times Square. Here’s what you need to know this week: ♡ Women’s Health & Beauty ♡ • Glossier shared a message about the importance of voting and what’s at stake in this week’s NY Times • Obesity rates drop 2% for the first time, thanks to GLP-1s • Martha Graeff launches Happy Aging to transform the $600B longevity market • Emily Weiss: Resilience has taken her from The Hills to Brooklyn Heights ♡ Media, Entertainment & Creator ♡ • Taylor Swift is self-publishing “Eras Tour” • Baz is back on that same controversial Times Square Billboard—this time as a new mom with her baby, her boobs, and a bottle of Bobbie • Victoria’s Secret Fashion Show returns. But it shouldn’t. • Lab-grown diamonds vs. natural: A growing popularity battle • Loewe and Fendi enter the Vogue Business Index Top 10 ♡ E-Commerce, Retail & Social ♡ • Recharge announces first-ever Tomorrow Brand Challenge • Heaven Mayhem launches into Home • Louis Vuitton owner LVMH misses revenue expectations • Why more Americans than ever are starting small businesses • The FTC is making it easier to cancel subscriptions. Here’s what to know. ♡ Tech, Business, & Investing ♡ • The CIA runs a nonprofit venture capital firm. What’s it investing in? You can read more in this week’s issue of ICYMI: https://lnkd.in/g2f5k_NC

Are you Taylor Swift? No? Then you're probably thinking about branding wrong... Not only will her fans endure endless queuing... They'll buy endless merch. (including a tshirt I saw on the tube today saying "You Can Still Be A Swiftie In Your 50s) You might even notice that H&M have spent a fortune on ads to the captive audience. They are not simply music fans or concert-goers. Part of their IDENTITY is drawn from being part of this circus. And they spend accordingly. Powerful stuff. Now people on the internet would have you believe that's what YOU should aim for. But YOUR brand doesn't automatically turn into a business. And unless you can sell out an arena... building a "personal brand" AS your business will keep you trading time for money. Likely at a level that leads to burnout. I've worked with clients who physically cannot step away, or everything stops. They say they want to, but they're clueless how to develop the systems and assets required. For them, no amount of "branding" will grow their business. In fact, the more people get attached to their brand, the more trapped they become. People demand THEY be involved every step of the way. Imagine the Swifties turning up to Wembley to see that Taylor took a break from her business and somebody else was performing in her place? 🤔🤯 If you want to build a brand - build a brand. Have it feed into your business if you want. But unless you plan on recording a load of albums, going on long global tours and converting millions of people to wear your outfits... ...you should probably build an ACTUAL business.

The Lesson for CMOs from the Kendrick/Drake Beef? Stop Trying To Be Cool... I am a product of Hip Hop. I was born in 1978 when it was still a burgeoning street art tucked away in the impoverished recesses of New York City. I watched it go from being marginalized, belittled, and criminalized in my teens and early adulthood. And now, I get to see it as a billion dollar global industry as a middle aged man. Forty five years with this rap game and I'm still here for quality diss records. The Bridge Is Over. Hit 'Em Up. Ether. These are classics that defined eras. And we're living in a time now where the art and the culture are being reinvigorated by Drake and Kendrick Lamar's current feud. As a Hip Hop fan, I'm all in. I want more of this. Put it in my veins. New music dropping daily, if not hourly? The anticipation? The skills? Let's have it. But, as a marketer, I cringe. Why? Because there's some CMO out there right now looking at all of this, while being completely divorced from the scene and the culture, and they're wondering why their brand can't get up in the mix. They're pestering their Social team for how they can get into the conversation. They're asking their Strategy people how their brand can create spontaneous action like the BBL Drizzy beat. They want to ride the zeitgeist. But they can't. Because most brands aren't cool. They do what they're supposed to, and that's cool. They have some interesting features, and that's cool too. But there aren't a lot of consumers out there choosing products strictly because they're momentarily cool or able to ride a wave. My toothpaste and laundry detergent don't have to be cool because having fresh breath and clean clothes is cooler. And that's why the contrast between Kendrick Lamar and Drake is so appropriate here. You have a high quality product vs. a popular brand, respectively. Kendrick has spent the better part of the past decade and a half trying to be the best rapper ever. Drake has spent that same time trying to be the most famous/popular rapper ever. While Kendrick perfected his product, Drake perfected his image. So, when craftsmanship met cool, cool got blown out of the water. And now, Drake ain't as cool as he used to be and he might never be as cool as he was. Cool is a fungible metric that changes constantly. It's not a trackable quality. There's no universal measure for it. It's subjective and fickle. Affixing your brand's reputation to its cool might work for a while like it did for Drake. But when it's go-time and the people want quality, what do you have to offer? I know it's fun to chase the shiny thing, but foil glistens in the distance as much as gold. So when you're thinking about the groundbreaking or disruptive thing you want to do with your brand, remember how one of the heretofore coolest brands on Earth, Drake, got taken out by a guy with more Pulitzer Prizes than club bangers, Kendrick Lamar. Now, it's time for another listen to Not Like Us...

Let's dive in and see how brand positioning makes everything sing! The secret sauce that could turn you into the next big thing — helps you cut through the noise and hit your audience right in the feels — is brand positioning. Imagine Taylor Swift's carefully crafted persona. Love or hate her, she's got it down to a science, no doubt about it. (We are #TeamTaylor, FYI.) Or how about Metallica? They knew their magic formula: Play fast, play loud, and give people an outlet for their pent-up energy. When they released their eponymous black album in 1991, they faced backlash from die-hard thrash fans. Instead of retreating, they pushed on — and guess what? It worked. This is a great lesson for any brand — build the position and brand, look to grow and evolve, and stay true to yourself. Brand positioning isn't just corporate mumbo-jumbo. It ensures that all communications, from social media to sales pitches, sing the same theme. In a saturated market, a clear brand position helps your business stand out from the crowd and build a dedicated fanbase. Ready to unleash your brand's full potential? Contact us today, and let's make it happen. https://buff.ly/3AsnMQb #Farinella #CreativeAgency #BigThinker #Asskicker #BrandPositioning #LetYourBrandSing

Political brand positioning but make it Gen Z For those wondering what brat is, it’s chaotic feral party girl energy with a dash of melancholy nostalgia. The vibe: “You’re a girl who feels like herself but maybe also has a breakdown. But kind of like parties through it, is very honest, very blunt. A little bit volatile. Like, does dumb things. But it’s brat. You’re brat. That’s brat.” The aesthetic: “It can go that way, like, quite luxury, but it can also be so, like, trashy. Just, like, a pack of cigs, and, like, a Bic lighter, and, like, a strappy white top. With no bra. That's, like, kind of all you need.” Charlie xcx has officially anointed Kamala as brat, we shall wait to see what that actually means in practice, but for now? Brat is where it’s at. Go grunge. Ditch the bra. Embrace your inner chaos goblin. Have a brat summer. #bratsummer #brandstrategy

New Post: Free People Drops Additional 25% Off Sale Section, Including a Cozy Top & Skirt Set for Just $30 - https://lnkd.in/gXHPG3XX - All products and services featured are independently chosen by editors. However, Billboard may receive a commission on orders placed through its retail links, and the retailer may receive certain auditable data for accounting purposes. Chic boho vibes are what you can expect when you’re perusing through Free People’s catalogue of clothing. The luxe apparel brand has become notable on TikTok with styles like the hot shot onesie gaining notability for its athleisure qualities while the top-rated barrel jeans have divided the Internet over its trendiness. There’s one thing that’s remained true about Free People though, and it’s that fashion lovers — including artists like Taylor Swift and Selena Gomez — can’t seem to stop wearing the trendy brand. Rather than settle for full price though, Free People is offering a rare extra 25% off its sale section, which is slashing prices by as much as 78% off. No promo code is required either — just add what you want to your cart and the additional savings will automatically be applied at checkout. One of the best Free People deals you can score right now is on a top-rated matching set that’s only $30 (reg. $78). The design features a cropped long sleeve top with a mini ruffle skirt and it’s available in two shades: gray-purple and black. Sizes are already selling out though, which means if you plan on adding the easy outfit to your cart (in addition to other steals), you’ll want to act fast. Soleil Set $29.95 $78 62% off buy now The Soleil Set has reviewers gushing about how it makes a “quick and cute vacation outfit” while the “seasonless” knit fabric makes it a year-round set you can wear, transitioning from summer to fall. You’ll also notice the top and skirt comes with a textured material and hem to give it a more elevated feel. Free People’s popular skirt set isn’t the only deal you can score during the limited-time sale, keep reading to learn more. What Are the Best Free People Deals Online? ShopBillboard put together our list of the most sought out pieces from Free People’s sale section that you can shop below. Top It Off Tunic $37.46 $168 78% off Buy Now Bring some shimmer to your outfits with this long tunic that’ll complete your festival wear and going-out looks. The design comes with a fishnet pattern topped with crystals to give it a sparkling effect. Weekend Friend Micro Shorts $14.96 $30 50% off Buy Now Free People is redefining the definition of short shorts with these micro styles. The bottoms are curren

The internet is divided over Olivia Rodrigo's birthday merchandise. The singer turned 21 and celebrated the milestone by releasing a shot glass emblazoned with the words "Spicy Pisces”. As a result, social media users were quick to accuse the pop star of "promoting drinking" to her mostly underaged fans. From a brand growth perspective, however, this is a strategic brand evolution move: ♓️ She’s openly acknowledging and leaning into the next phase of her life  ♓️ She avoids getting stuck at something that feels childish as she grows as an artist and as a brand ♓️ She keeps her brand fluid without straying away from the core of her brand identity (similar to how Taylor Swift reinvents herself with each new “era”) Could this be said for florence by mills, Millie Bobby Brown’s brand? Florence by Mills is very much catered towards a teenaged audience, and while the brand did launch when Millie Bobby Brown was 15 years old, it's hard to establish brand consistency and you risk getting stuck at something that feels childish as you grow. What do you think of Olivia Rodrigo’s shot glass release? Leave your thoughts in the comments below. #oliviarodrigo #celebritybrands #brandgrowth

What's in a name? Well, I suppose quite a bit from a marketing/ brand perspective. As an avid fan of Dragon's Den, company names are often a visual and verbal representation of what the business stands for - linked to the core USP of a certain product/ service. While some brands prefer to go the figurative route, there are some who take a more obvious stance and simply tell it like it is. Take, for example, the American rapper whose stage name says is all: Fabolous. If you're a fan, then you'd agree his music is, well, fabulous 🤣. If you're in-the-know, what is the general consensus on the essence of choosing brand names these days? Overstated vs. understated - which works better as far as brand representation goes? #brandperception #brandbuilding #brandnames #creativeundertakings #dragonsden

Are the sunglasses you wear important? Keeping it light and fun today. 😎 I was intrigued by a post Ashley Beck Cuellar made talking about her sunglasses and how much people loved them. I’ve noticed before, some people really love their sunglasses but also specific brands. Sunglasses are the only thing I lose often to misplacing or just beating them up. The criteria for me is simple. Black. Oversized. Helps me see in sunshine. She also mentioned brands should be on top of linked in promoting themselves and to that I say…. Don’t wait for the brands to come to you. Find the brands you love and ask to work with them. Travelpayouts is a platform that has many brands I love and does just this: Links people to their favorite brands and allows you to monetize content. Check them out. See if they have your favorite and shout them out while getting paid. Link in the comments ⬇️