We’re in a K-Shaped Economy. How Will Brands React?

Welcome to Marketing Brew Weekly! This week we’re discussing the current K-Shaped Economy and how brands are reacting. We take a look at the luxury brands leaning into aspirational marketing, and those embracing affordability. Plus, what about the brands in the middle — is it possible to be aspirational and affordable at the same time, and has anyone figured out how to present that message to customers?

00:00: Intro

00:31: Definition of a K-shaped economy

02:51: Which brands are going for aspirational

05:57: Which brands are going for affordability

11:02: Brands aiming for the middle class

14:47: Collabs that elevate a brand

17:36: How are brands positioning themselves as lifestyle brands

18:44: Brands trying to appeal to all consumers

21:43: The little treat economy

This episode was sponsored by ActiveCampaign. For more information, go to http://www.activecampaign.com

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Marketing Brew Weekly gives marketing professionals insightful analysis and a lively conversation on the latest trending topics in the world of media and advertising, from the Marketing Brew reporters who know the industry best.

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