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Monday Morning Memo

At the foot of the glacier I squat down in order to hear more loudly the percolation of meltwater from the glacier’s cold lip, the hissing bursts of air as small pockets within the ice release their stores of ancient atmosphere. With my head tilted this close, I can feel the glacier’s frigid exhalation against my cheekbones. For a few moments, the density of the silence in the valley exists in concert with the continuous sound of this huge object’s meltdown.

After climbing several hundred feet up the incline of the glacier’s tongue, I step over a cascading stream of water only a few inches deep, turquoise against the white ice, a white so intense I can’t continue looking at it. This rill, five or six inches wide, runs so swiftly through the banked turns of its track that the ribbon of water seems almost to turn over on itself, like a mobius strip. I climb higher, following the flow of meltwater until it diverges into a maze of rivulets, the headwaters of the rill. In little more than a month from now, all will again be quiet here. And the silence will extend from the glacier out across the whitened lowland and out over the fjord’s thickening sea ice.

– Barry Lopez, Horizons (2019), p. 142

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Random Quote:

“

In 2020, the NIKE brand team shifted from brand marketing to digital marketing and from brand enhancing to sales activation. All in.

Because of that, the CMO of that time made a few epic moves:

  1. shift from CREATE DEMAND to SERVE AND RETAIN DEMAND, which meant that most of the ad spend was directed to those who were already Nike consumers (or “members”).
  2. massive growth of programmatic advertising investment (as of 2021, to drive traffic to Nike.com, Nike started investing in programmatic advertising and performance marketing at double or more of the share of resources usually invested in the other brand activities). For sure, the former CMO was ignoring the growing academic literature around the inefficiencies of investment in performance marketing/programmatic advertising, due to frauds, rising costs of mediators and declining consumer response to those activities. Things that were suggesting other large B2C companies – like Unilever and P&G – to reduce those kind of DC investments in the same exact period… Because of that, Nike invested a material amount of dollars (billions) into something that was less effective but easier to be measured vs something that was more effective but less easy to be measured. In conclusion: an impressive waste of money.

“

- Peter Yang

The Wizard Trilogy

The Wizard Trilogy

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