The Marketer’s Storybook: Welcome To 2025!
Happy New Year, Storytellers! 🎉
I’m writing this week’s newsletter on my flight back from Boston – ironically on British Airways who is stirring up a bit of loyalty program drama this week. Sadly the inflight WiFi isn’t cooperating so you will get this newsletter on January 1st instead. Happy 2025!
I had an incredible Christmas holiday in snowy Boston and New England, and re-connected with so many friends and family members. Now, I’m thrilled to be back in London and ready to hit the ground running in 2025.
Let’s dive into this week’s top marketing stories and key takeaways.
This Week’s Marketing Stories
A curated mix of insights and trends, each with actionable takeaways to inspire your brand storytelling.
1. British Airways Overhauls Loyalty Program
British Airways is rebranding its loyalty program as The British Airways Club, with a shift from mileage-based rewards to spending-based tier points. While this change rewards big spenders, frequent leisure travelers may find it harder to maintain their elite status. As a silver tier program member, I can report back!
Key takeaway: Big changes can alienate core audiences. Clearly communicate the value of your updates to all customer segments. Read more
2. AI Video: Transforming Social Media in 2025
Meta’s upcoming AI video tools promise users the ability to edit content with simple text prompts, opening the door to a flood of creative possibilities. But concerns around authenticity and deepfakes loom large.
Key takeaway: Innovation is exciting, but transparency and ethics must guide adoption. Prepare your brand for a more AI-driven content landscape. Explore the details
3. The Build-A-Bear Turnaround
CEO Sharon Price John revitalized Build-A-Bear by leaning into emotional connections and expanding into digital and adult-focused markets. Their bold reinvention has led to record-breaking profits.
Key takeaway: Your brand is more than your product – lean into emotional resonance and adapt to evolving markets. Discover the strategy
4. Where AI Gets Its Data – and Why It Matters
A new study from The Data Provenance Initiative reveals how AI’s reliance on web-scraped data concentrates power among a few tech giants, while Western-centric datasets risk global underrepresentation.
Key takeaway: Diverse, ethical data sourcing is essential to building fair, inclusive AI models. Learn more
5. Sabrina Carpenter x Dunkin’: Espresso Meets Pop Stardom
Pop star Sabrina Carpenter’s Brown Sugar Shakin’ Espresso launches alongside Dunkin’s winter menu. With clever nods to her Grammy-nominated single Espresso, the campaign combines music and marketing magic.
Key takeaway: Smart celebrity partnerships amplify product launches. The clever – and cheeky – play on words in this ad also keeps the viewers hooked. Think beyond traditional ads to create buzzworthy collaborations. Sip on the details
6. Trump Asks Supreme Court To Pause Imminent TikTok Ban
In a new filing, Trump’s lawyers describe the ban-or-sell deadline, coming one day before his inauguration, as “unfortunate timing” that interferes with his “ability to manage the United States’ foreign policy.”
Key takeaway: Don’t delete your TikTok app just yet if you’re in the United States – the decision on this ban is far from over. Read more
7. Walmart’s ‘Birkin’ Dupes Take TikTok by Storm
Walmart’s viral “Wirkin” bags offer shoppers a budget-friendly alternative to Hermès’ iconic Birkin, with prices starting at just $78. The legal risks? TBD.
Key takeaway: Accessibility wins. Affordable alternatives generate buzz but tread carefully to avoid legal missteps. Get the story
8. King Charles Cuts Cadbury’s Royal Warrant
After 170 years, Cadbury has lost its Royal Warrant as King Charles III prioritizes sustainability and healthier lifestyles in his review of royal endorsements.
Key takeaway: Legacy alone isn’t enough. Align your brand values with evolving societal expectations. Learn more
Super Useful Links
Planning your content for 2025? Holidays and timely events offer opportunities for relevant brand storytelling and content marketing. Here’s a great resource from Buffer mapping out the 2025 holidays. Plan Ahead: Social Media Calendar for Every 2025 Holiday
My Stories
Christmas at Kew Gardens: My walking tour is now live on YouTube—perfect for soaking in festive magic! Watch it here
New Brand Storytelling Case Studies on JessicaGioglio.com:
Dior in Scotland – An incredible brand documentary on Dior’s 2025 Cruise Collection and work with local artisans in Scotland.
KFC’s Kentucky Fried Carols – A limited edition record topping the famous KFC bucket of fried chicken featuring sounds from the kitchen merged with Christmas classics. Leave it to KFC to keep dazzling us with their creativity!
Unlock More of My Stories
🌍 Website: JessicaGioglio.com
Your one-stop shop for all my books, speaking engagements, and blog posts on marketing and storytelling.
📚 Books:
- The Power of Visual Storytelling: Learn how to shape a visual story around your brand using images, videos, GIFs, infographics, and more. Get your copy here.
- The Laws of Brand Storytelling: The definitive guide to using storytelling to win over customers’ hearts, minds, and loyalty. Grab it here.
📱 Social Media:
Let’s connect and keep the conversation going!
Until Next Time
Thank you for being part of this journey. Whether you’re here for marketing trends, storytelling inspiration, or both, I’m so grateful to have you along for the ride.Keep telling the stories that matter,
Jessica