Welcome to The Pour–
12
Brand news & thinking from Cider
Hello, friends –
 
The weather has turned, and the blossoms (& their pollen) have taken over my hometown of Washington, DC. Spring is here. It's a time that feels at once exceedingly pleasant and filled with possibility…and also unsettled and unpredictable against an austere global backdrop.
 
And so this month, in addition to sharing a lovely little branding project, and some thoughtful words from a friend and mentor, I'm jotting down some thoughts I've had recently on brand and the role it can and should play. I'd welcome your feedback. What resonates? What doesn't? What are you thinking about, in this moment? What truths are you holding onto?
 
I look forward to hearing from you, whether on email, text, or LinkedIn. I'm also a big fan of an impromptu, old-fashioned phone call. Just saying.
 
Cheers,
Laura
 
 
April 2025
Here’s what I know: brand matters now more than ever. When everything in the world feels scary and unknowable, trust and constancy are worth their weight in gold. I know that an insight from a customer interview, married with the precision of word choice can unlock a powerful new idea that motivates employees and sharpens a marketing campaign. I know that even as channels are changing daily, and platform innovations can transform a product landscape seemingly overnight, the power of knowing who you are, what you believe, and the value you bring will never fade.
 
I know the work we do has value. I know the work we do brings joy. And that knowing is worth an awful lot.
 
Brand Leaders Leading
Tara Marsh
is Executive Vice President, Global Marketing at Bain & Co. – as well as being a mom, Brooklynite, and part-time mermaid
We asked…
 
What can American marketers and brand leaders learn from their peers in other markets?
She answered…
 
North America is so often treated as a homogenous block when it comes to marketing plans, whereas marketing plans for Europe or Asia are nearly always much more locally specific. This approach makes sense – there are obviously much bigger language and cultural differences across Europe and Asia than across North America. That being said, I do think we could be more thoughtful in North America on how to tailor our marketing efforts to the audience. Also – remembering that North America includes Canada, not just the United States!
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The Pour is brought to you by Cider, a boutique brand consultancy. We’re sharp, strong & sweet – just like the real thing.
 
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