Welcome to Marketing Brew Weekly! This week we’re discussing the current K-Shaped Economy and how brands are reacting. We take a look at the luxury brands leaning into aspirational marketing, and those embracing affordability. Plus, what about the brands in the middle — is it possible to be aspirational and affordable at the same time, and has anyone figured out how to present that message to customers? 

00:00: Intro

00:31: Definition of a K-shaped economy 

02:51: Which brands are going for aspirational

05:57: Which brands are going for affordability 

11:02: Brands aiming for the middle class 

14:47: Collabs that elevate a brand 

17:36: How are brands positioning themselves as lifestyle brands

18:44: Brands trying to appeal to all consumers 

21:43: The little treat economy 

This episode was sponsored by ActiveCampaign. For more information, go to http://www.activecampaign.com 

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Marketing Brew Weekly gives marketing professionals insightful analysis and a lively conversation on the latest trending topics in the world of media and advertising, from the Marketing Brew reporters who know the industry best. 

Learn more about your ad choices. Visit megaphone.fm/adchoices