Claire Northfield on LinkedIn: In the realm of social media and digital influence, I stand out as a… (2024)

Here we go…allow me to “reintroduce” myself, announce the business expansion and celebrate 30K here on LinkedIn!🤓 🎉Just after the pandemic, I left the youth, influencer, and action sports marketing agency life after 25 years to embark upon solo consulting and do some professional exploration.I was blessed with the opportunity to lead a youth culture skate/streetwear brand reimagination (soon to be revealed) 💌Along with speaking engagements and strategic advisories past and present forAdobe,The Walt Disney Company, YouTube,Meta,Grupo AlEn,Intuit,TalkIsrael Foundation, Samsung Electronics, Unilever,Galaxy Press, Inc.,Constellation Brands,AMERICAN EAGLE OUTFITTERS INC., andSTAAR SurgicalIt was fun to fly solo, but now the journey has led me back full force into youth and creator marketing services with a unique consulting and marketing practice.A model led by experienced strategists and storytellers who mentor #genz marketing professionals and give emerging creators a seat at the table to solve client problems.__Along the way, I've re-learned quite a few hard and valuable lessons, 5 of which include:💎 Your personal brand is invaluable. Cultivate it even amidst the chaos of your day job. Your personal brand is your greatest asset, working tirelessly for you. I admit I should have acted on this sooner, and it took much longer than expected to ramp up my solo practice.🧐 Business partners can suck. Yet, while I appreciate my solo journey, genuine collaborations with team members and clients create the true magic. Just spend long enough to vet any “partner” and never sacrifice your vision or values.⚜ Embrace the unexpected. Even from my experience in youth and influencer agency work, this youth and creator marketing consultancy proved to be a distinct departure from agencies in the past. Every endeavor has a completely different set of nuances to build for.😰 Plan to invest three times more time than you anticipate. Especially on the foundational positioning and offerings. You can still build the plane while flying it but keep sharpening the saw.🤝 Building a team is no easy feat. Find individuals as passionate as you, or more so!___Last, but not least, we would like to celebrate the milestone of 30K followers with you while we're at it! 💃 🥂 🕺You all inspire us and provide valuable insights here every day. Just when one thinks they know something about something, your posts keep us in check. My team and I learn more from you and your perspectives here than on any other social platform.And we really mean that sh*t.#ThinkWithWitt| A strategic youth and creator marketing consultancy.We help businesses effectively understand and engage young people to impact change and drive growth.#creatoreconomy #genzmarketing #youthmarketing #newbeginning #linkedinfam

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This post I had in mind for this week was “Why You Should Procrastinate," but I am just going to postpone it to some other time because it is always great to practice what you preach. So I am going to switch the focus of this post to “Comparison: The thief of brand's joy," (full disclosure: this post is inspired by the amazing content of my amazing Mentee Somto Anyikwa put out today - go check it)I have been in this business (content management, brand management, brand analysis and all in between) for over a decade, and I can't count the number of times clients come up to me and want to create something similar to a big or rival brand. While, it is okay to imitate or ape the content or brand strategy of another brand. More often than not, this strategy doesn't work out well for them, and that's because brands are different, work with different data, and are at different phases of their growth. The fact that Tesla doesn't spend ads doesn't mean you should do the same unless you have 44 billion to buy a social media platform to push your brand as its number one influencer!!There is also the cautionary tale of Pepsi's ill-fated Kendall Jenner ad to the triumphant ascent of Airbnb; each serves as a testament to the power of authenticity and strategic alignment.One brand can thrive on a minimalist marketing approach, while another leverages expansive ad campaigns to dominate the market. The essence of effective brand management lies not in blind replication but in a nuanced understanding of individuality and context.You could even operate in the same market with another brand and have access to the same data, but how the data is applied should be unique to your brand and the stage of your growth. When you understand where you are as a brand, it is easier to craft your business strategy, data usage, and analysis that would take you to the next level. It is absolutely okay to love and admire other brands, but always ensure that you know your stage and craft ideas that make sense for you in more ways than one. - https://bit.ly/3Tto801#Brandstrategy #businessanalysis #contentstrategy

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Your thoughts on Social Media Marketing Revolution?..Comment down below...#socialmediamarketing #viralposts #digitalmarketing #contentmarketing #engagementstrategy #socialmediamarketing #organicreach #trending #viralcontent #trendingnow #TweetOfTheDay #mustread #repost

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There I was waiting for boarding group D to be called so I could get on my flight when I got a text from my boyfriend (who was obnoxiously a few boarding groups ahead of me)..."That Gary Vee guy is sitting in first class on our plane."Sayyy whattttt. After I passed Gary, had a mild "OMG" moment, and processed the situation,I started thinking about the power of personal branding and social media. (Fitting, right??)For the remainder of that 5 hour flight, here's was what was swirling around my head 👇 Thanks to platforms like Instagram, TikTok, and LinkedIn the levels of fame and recognition people can reach have massively transformed over the past decade.We no longer just have traditional "famous people" who cause a stir when they're spotted.Now, there are micro-influencers, personal brands, and business owners at every scale who inspire awe and recognition from their audiences.But the wild thing is, most of these personal brands are so niche that you could easily walk right by them without realizing they're noteworthy figures to someone else.Out of all the people on that plane, how many of us do you think noticed Gary Vee as we walked past him in the aisle and thought "Holy sh*t, Gary freaking V is on my plane. Do I say hi?!"If I'm being honest, I'm pretty oblivious and would have most likely missed him if it wasn't for that text from my boyfriend. 😅I KNOW who he is and still could have walked right past him.But that's also not saying much because I've crossed paths with the Jonas Brothers not once, but TWICE in NYC, and both times it took my brain far too long to process who they were and why they looked so familiar.At any given moment, you could be seated next to someone doing incredible work that others admire, completely unbeknownst to you.No matter how well-developed someone's personal brand is, you rarely know who's around you unless you're part of their individual sphere of influence.And at the same time, anyone could have a "Holy sh*t, it's YOU?!" moment when they unexpectedly spot you, thanks to the personal brand and online community you're beginning to cultivate.👉 When you develop a personal brand, you're building more than just a business.You're building emotional connections with an audience of strangers who have similar interests and believe in what you represent. People will do a double-take when they randomly spot you because you've inspired and motivated them through your content and the work you've put out into the world.We live in an era where literally anyone can build a brand by sharing their unique voice and perspective.So what's holding you back from building that brand right now?

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𝐃𝐨𝐞𝐬 𝐢𝐭 𝐬𝐞𝐞𝐦 𝐥𝐢𝐤𝐞 𝐞𝐯𝐞𝐫𝐲 𝐰𝐞𝐞𝐤 𝐬𝐨𝐦𝐞 𝐛𝐫𝐚𝐧𝐝 𝐢𝐬 𝐛𝐞𝐢𝐧𝐠 𝐫𝐚𝐤𝐞𝐝 𝐨𝐯𝐞𝐫 𝐭𝐡𝐞 𝐜𝐨𝐚𝐥𝐬 𝐟𝐨𝐫 (𝐯𝐞𝐫𝐲 𝐚𝐯𝐨𝐢𝐝𝐚𝐛𝐥𝐞) 𝐛𝐫𝐚𝐧𝐝 𝐜𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧 𝐞𝐫𝐫𝐨𝐫𝐬? 😬🤦🏻♀️🤷🏻♀️Last week it was Apple apologizing, this week it's Bumble.The cultural climate has changed and a lot of brands are running their marketing with a playbook from 7 years ago. And the thing that's even weirder is the communication is attempting to be modern, but a lot of companies do not have their finger on the pulse of what that means....TODAY.Why? Because they're doing a very poor job of LISTENING to their consumers. As I say in the attached article "By the time the consumer insights get to your desk - in a neat report compiled by analysts & consultants who have never worked in a marketing department or come anywhere near any one of your consumers - they are so outdated that you might as well just toss money out the window."I mean if only there was a way to actually be present in consumer conversations in real time.......🤔If you are in marketing, listening in on those conversations are happening on social media is 100% your job. Don't wait months for the trend reports, you have to get on the ground, in the trenches.Lurk, listen, and learn.#marketing #branding #consumerlistening #socialmedia #consumerbehavior Scintillate Brand Consulting

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💥 Initiative Paris newsletter #5 is out ! This month, we discuss a topic that is particularly close to our DNA : Unlocking communities and leveraging their power to grow brands' fame & flow. The time when families flocked to the couch to enjoy the best ads of the moment on Culture Pub is long gone. Nonetheless, the holy grail remains the same: making brands grow. To create togetherness and desire, brands have no choice but to accept this change of paradigm. To do so, it is mandatory to understand audiences, and to find common values and references in a transforming and polarized society. A process that unfolds through the deployment of community strategies which become a must, as they strongly participate in brands’ growth. They are a key component of Initiative’s growth model proposition: Fame & Flow. The combination of a strong notoriety and brand association to a defined audience (Brand Fame), linked to a relevant, engaging, and frictionless brand experience (Customer Flow).

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Healthgrades VP of Brand Strategy & Marketing Lindsey Viscomi breaks down what companies can take away from Taylor Swift’s marketing magic and Elon Musk’s mishaps.Both figures have illustrated two different paths that businesses in any given industry can take—one that keeps consumers a priority and another that treats them like a “Blank Space." 📄So how can businesses build magnetic and competitive brands? 🤔Check out the full article on Forbes Communication Council for more insight: https://bit.ly/4a4RMyL#InfluencerMarketing #DigitalMarketing #Forbes #Healthcare #Healthgrades

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Everyone’s a sellout now.Last week, Thomas Power sent me an article (linked in the comments)It was written about the requirement for artists to build their ‘personal brand’And how out of alignment with their values this feels...‘It’s not that they want to be spending their time doing it, it’s that they feel they have to’“I think that millennials and Gen Xers really feel like sellouts’‘It’s not what they imagined their career to look like. It inherently feels wrong with their value system.”The article believes that the rise of social media has resulted in art getting worse...As artists focus more on becoming a marketer for their productThen on the product (music) its selfI find all opinions on personal branding really interestingAnd I love seeing these conversations, even if they're 'negative'For me, I truly believe, and have always believed that social media and personal brandingHave in fact democratised success, creating a meritocracy for people who do the work, to fly... without the requirement of management, being spotted or being in the right place at the right time Like water, which can save your life, or drown youI know that social media isn't all good, and I know the negative impacts it hasBut in this context, my opinion is quite clearIts survival of the fittestThose who want it most, will achieve the success they desireThose who complain about the way it is, will live their lives as a 'starving artist' Full of principles, but not living out their dreamsThe skill of marketing and content creation (a different kind of art, but still art)Is a powerful skill to learn, and if we start to see ourselves as mini businesses, Our autonomy and freedom over our own lives increases drasticallySocial media puts the opportunity for success in your hands, Rather than waiting for your big break from some white guy sat behind a desk at a record label (in this context)What I find interesting with personal branding, is the negative stance people so often takeThat we don’t see this as an INCREDIBLE opportunityFor anyone to share their message with the worldWith almost 5 billion people now on socialThe fact we have access to that level of distribution from our phones, in our bedroomsWill never cease to amaze and excite meI can’t help but think, why do we have to complain when it takes work to achieve our dreams?And why does building a brand on social have to go against your values? Yes, if you're following others and copying trendsBut if we take a longer term mindset and take time to find our voiceDoes it have to be 'selling out'?I’d love your thoughts on this, and am very open to all opinionsIs this an incredible time to be an artist?Is technology increasing the world of the survival of the fittest?Or maybe...Are we ALL sellouts?

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Redefining Traditional Norms: Unlocking New Worlds of Opportunities with the Creatorverse Exchange Forget everything you knew! The age-old brand association process is undergoing a titanic shift, shaking up the traditional model. No longer are we bound by the lengthy chains of comms teams and influencer agencies or boxed into direct communication. The Creatorverse Exchange is here, and it's bruising the boundaries. Drawing inspiration from the expansive universe, this new platform mirrors its endless possibilities. It's a space where creators can skyrocket towards unexplored opportunities, connect with brands in a dynamic landscape, and transform the way we perceive partnerships. Just imagine, no longer lurking behind screens, drafting endless emails. Instead, you're in a vibrant marketplace, pulsating with opportunities that were once hidden within the traditional framework. A creator can now build partnerships with brands, big or small, without the obligatory middlemen. We're dipping our toes into unfamiliar waters, pushing the envelope and stepping outside our comfort zones. So, are you ready to embrace this revolution? Take a leap, dive into the universe of opportunities the Creatorverse Exchange offers, and make the shift from traditional to transformational. Let's break the chains and start a rebellion against the norm! Open the door to endless possibilities. Start your revolution, today! https://lnkd.in/dDz54fXS

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I have some exciting news I'm finally ready to share: This fall I am officially launching RUACH, a creative branding agency!After ~six months solely self-employed through contracts, multiple years of side hustling through the pandemic, and copious amounts of time in conversation with female business owners/starters spanning generations, I have finally packaged it all together as a business. In its foundation, I am leaning on Ruach, the Hebrew word for "Breath of Life." I felt this word come to me in prayer several months ago; as unique as it is, I am running with it as it speaks to what I plan to do....namely, breathing (new) life into brands through powerful storytelling and quality digital and social marketing strategy.Creating a business from SCRATCH in the real world has been and will continue to be a fun, arduous, "big cahuna" type of creative project in and of itself. The last time I did it, I was 20 years old, ensconced in the safety net of my privileged undergraduate education. So, to now be 29 without an endless wealth of knowledge at my disposal through educators and educational grants, we're in for a world of change and growth!Yet, spending time writing out our core values and aligning on the vision and mission of the agency makes me as giddy as a school kid at recess on his birthday. That alone shows me how right this path is for me. And, anyone who knows me knows this is a long time coming.It has been Spirit led, surrendering the decision to get started two years ago and instead embarking on several projects with local ministries and nonprofits that have completely wrecked me and solidified my desire to dive deeper into my purpose. So, if you are a ministry, a nonprofit, or a mission-driven forprofit who desires to partner with a skilled brand storyteller who 1) is rooted in biblical values; 2) also highly values diversity, equity, and inclusion; 3) has eight years of hard-won experience; 4) has the enthusiasm to bring companies from seed to IPO and beyond; and 5) can mix up the meanest cup of cold brew you have ever tasted...Reach out to me! I would love to share more about what Ruach can do for your brand messaging!Special thank you to all those who have spoken into the brand, vision, and business model over the past months (including but not limited to):Chris Kager, MD MBA Jessica Partridge (and Jonathan Maharaj FCPA)McKay Roozen Josie Gamble - Gamble Designs Carly Spross S.I. Newhouse School of Public Communications at Syracuse University Newhouse Magazine, News and Digital Journalism INSPIRE Business Community The Candy FactoryAndrew Hostetler Isaac Etter Rhonda Hostetter Josh Stanleyand many more friends and family members. :)#openforbusiness #newagency #ruach #creativebranding

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