Weekend Reading: August 15, 2025
My recap of the week: New data on nostalgia marketing, NavyFed Credit Union leans into the family, and more!
Thanks for being a subscriber to the Strategic Growth Lab! Here are some of the things I read this week that were interesting, valuable, and may help you! Have a great weekend!
Branding / Storytelling
Navy Federal’s ‘Family Ties’ Turns Membership Into Legacy
The ‘Family Ties’ campaign, created with MullenLowe U.S., frames membership as a family legacy, using humor and relatable scenarios like a parent having “The Talk” or a grandmother nearly revealing a long-held secret. Directed by Benji Weinstein of Smuggler, the five-film series blends lighthearted moments with heartfelt tributes, including the anthem film ‘Scrapbook,’ which honors the service behind eligibility.
Research
Nostalgia sells, for some
I’ve been clamoring for nostalgia lately (I think McDonald’s read my mind as they are bringing back “for the first time in more than 20 years, Ronald McDonald, Grimace, Birdie, Hamburglar, Mayor McCheese and the Fry Friends […]”!
But some industries have gone back in time and failed.
So, what makes for good nostalgia? Check out the research.
Consumer Behavior
The way consumers spend their money gives us an insight into the health of American’s pocketbooks.
According to research from Morning Consult, consumers are increasingly cost-conscious amid the volatile market we find ourselves in. From tariffs to the Big Beautiful Bill, to no tariffs and back, demand across a variety of categories and income tiers are forcing consumers towards longer-term affordability. In fact, “more low-and middle-income consumers say they’re looking for the less expensive option when shopping. This trend has been steadily increasing since 2021.”
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