Hey Friends! I hope you’ve had an awesome week. We’re all buzzing over here about the announcement of Tim Scarfe as our new SVP and West Coast Lead. After years of unresolved bickering with Becky over which of us would bite the bullet and move to the Bay Area, we identified the PERFECT candidate. Tim is awesome, and in just a few days he’s already made a big impact. Did you see the news? Check it out here.

Shameless Plug: Will you be in/around SF during RSA (4/28-30)? If so, drop us a line. We’ll be hosting a media breakfast and would LOVE to have you. Or…maybe just a drink and an intro to Tim, Meghan, and Matt?!?

This week we’re highlighting a few stories that resonated with us. Our first two stories came out of SXSW: one on how a handful of brands made lemons out of lemonade, and another revealing some key tech and PR insights from Austin. Lastly, we take a peek at how the new tariffs launched by the Trump Administration will likely impact marketers. Hint hint…they will…significantly. 

Stay tuned to our socials and obviously our next newsletter for all the fun we’ll be having in Puerto Rico. 35 SourceCoders on an island in the Caribbean…what could possibly go wrong?

That’s it from us! 

Greg & Becky

Making a comeback: How consumer backlash can strengthen brands

TL;DR: In a panel at this year’s SXSW convening in Austin, TX, marketing leaders from Jaguar Land Rover, Panera Bread, Vuori, and Bobbie discussed how brand hiccups and missteps threatened to provoke consumers but, with strategic moves, were pivoted to positive organizational change.

Takeaway: This panel’s takeaways prove that initial negative feedback from audiences doesn’t signal a death sentence. You may remember Jaguar’s modern identity overhaul last year which, interestingly, didn’t even feature one of their cars. While people spent weeks ridiculing and criticizing the brand, Jaguar was able to ride the public discussion and provide momentum for their new car model launch just a month later. Suddenly, everyone was paying attention to the new car – potentially more than they otherwise would have with a standard release strategy. By strategically realigning brand narratives, most brands can turn the negative public perception around.

Consider:

• Backlash can sound harsh and defeating at first glance, but the core feedback behind it can actually be beneficial. Make note of what consumers are saying behind all the vitriol and upset. Take this feedback seriously to help your brand grow in the future.

• While consumer backlash can feel crushing in the initial moment, it rarely lasts that long. Strategize and plan for how your brand is going to emerge even stronger on the other side of the backlash. What can you do with this extra attention and how can you use it to your advantage?

Embrace big data: Tech & PR takeaways from SXSW 2025

TL;DR: Data and AI was on everyone’s minds at SXSW. Leaders from Samsung, Bluesky, and The New York Times discussed on different stages how their companies were integrating big data tools strategically into their marketing and products to create natural benefits for consumers.

Takeaway: The value of a nuanced approach to big data and emerging tech is an overarching theme in each of these leader’s remarks. Samsung talked about how the big data team sits within the corporate marketing department and helps marketers better understand customer intentions and personas. Bluesky CEO Jay Graber talked about the importance of giving humans control over their own data and how they can use it to curate their own feeds. To overcome a growing public hesitancy around big data (and also, an industry oversaturation of useless implementations of big data), companies should embrace the opportunities for innovation while maintaining a human touch.

Consider:

• Big data is often just a big buzzword. What do big data tools really look like for your brand? Don’t hide behind hyperbole and buzzy jargon, tell it like it is. Using plain language to explain the benefits of big data tools to your consumers helps them understand the benefits and become excited about the potential benefits.

• The world doesn’t need more useless big data or emerging tech tools. Take a note from Bluesky or Samsung and use big data to humanize your brand experience. How can powerful data tools help you get to the root of what consumers want?

Adjusting to new changes: Evolving U.S. tariffs are impacting marketing budgets

TL;DR: The U.S. has already started implementing varying tariffs on goods from China, Mexico, and Canada with additional tariffs proposed for the EU. While the situation is still evolving, businesses worldwide are having to account for additional costs – a move that may negatively impact marketing budgets

Takeaway: If you’ve been in the industry long enough, you probably know that when times are tough for businesses, marketing is the first to feel the impact. And it kind of makes sense, right? Marketing is, generally, a scalable expense and often considered (though debatable) less vital than departments like legal or finance. In a unique case like these tariffs, companies may even question whether they should be openly promoting their products when there’s still a major uncertainty on how much production costs could rise. The common consensus from experts is that marketers should stay up-to-date with the governmental changes in uncertain times and expect H2 budgets to be hit with cuts… but now might be a good time to start getting creative (and frugal).

Consider:

• Are you subscribed and regularly checking relevant news outlets to stay updated? With so much changing every day, one of the best ways to stay ahead of the game is to stay informed. This is especially important if you’re a U.S.-based business who works with distributors and production companies worldwide, or vice versa.

• It’s never a bad idea to make an emergency plan. What would you do if your marketing budget was cut in half tomorrow? Identify all the possible scenarios that could happen if budget cuts occur, so you won’t be floundering if it happens.

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