Deep Dive: Page 4

Industry insights from our journalists


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    Mattel

    Experiential hospitality: Guests check in but will brands overstay their welcome?

    From the Taco Bell hotel to an Airbnb listing for the Oscar Mayer Weinermobile, booking an overnight stay with favorite brands was a breakout trend in 2019.

    Shane Schick • Dec. 17, 2019
  • The winners and losers of Black Friday 2019

    Mobile kicked in more than its fair share this year, and that was good news for some brick-and-mortar retailers.

    Daphne Howland • Dec. 1, 2019
  • How mobile ads are powering a social commerce surge this holiday season

    "The gap between promotion and purchase is closing and making the experience more seamless," Elastic Path's Darin Archer​ said about how platforms like TikTok and Instagram are blending ads and shopping.

    Robert Williams • Nov. 25, 2019
  • Ad-free engagement: Is organic virality a quest or a happy accident?

    Many brands want to replicate the recent buzz around Popeyes and White Claws, but the formula for organic reach remains elusive.

    Shane Schick • Nov. 20, 2019
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    Christopher Doering

    Behind the scenes: Data and technology bring food product R&D into the 21st century

    With CPG companies under pressure to develop products faster and stretch their spending, Conagra, Mars Wrigley and Ferrara are rethinking the decades-old way of creating new items for consumers.

    Christopher Doering • Nov. 20, 2019
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    Doritos

    The ins and outs of simpler brand identities

    Dunkin', Mastercard and Doritos have streamlined their logos, but delivering a short and simple brand identity isn't without risks.

    Dianna Christe • Nov. 13, 2019
  • 5 marketing misfires from 2019 that show brand vulnerability is growing

    Higher consumer expectations and a news cycle mentality mean brands must reconsider how they think about the term "backlash" in the months ahead.

    Peter Adams • Nov. 12, 2019
  • How to navigate social video's growth spurt

    YouTube, Facebook, Snapchat and newcomer TikTok offer a breadth of video opportunities, but each has distinct user habits and requires unique strategies for capturing attention.

    Robert Williams • Oct. 30, 2019
  • Solving OOH's attribution problem takes on new urgency amid a renaissance

    OOH spending is again on the rise, hitting pre-recession levels, but figuring out measurement is now table stakes versus a nice-to-have feature.

    Dianna Christe • Oct. 28, 2019
  • 9 recent CMO departures that point to the radical transformation of marketing

    Dunkin's Tony Weisman announcing plans to exit capped off a remarkable few months that also saw leadership changes at McDonald's, Taco Bell and Johnson & Johnson.

    Peter Adams • Oct. 23, 2019
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    Skittles

    How retro candy brands are hitting the nostalgia sweet spot

    Just in time for Halloween, Russell Stover and others are rethinking their marketing and positioning. Will consumers bite?

    Shane Schick • Oct. 22, 2019
  • Do people 'f---ing hate' ads? Marketers look to embed brands in culture as aversion grows

    Pointed comments kicked off Advertising Week and lingered over a conference that touted promising new sponsorship models on channels like esports and TikTok.

    Peter Adams • Oct. 2, 2019
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    AWNewYork/Shutterstock

    As the CMO role evolves, do female marketers stand to benefit?

    A broader focus on propelling diversity in leadership could serve as an equalizer to break up the industry's boys' club.

    Natalie Koltun • Oct. 2, 2019
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    Flickr

    Turning back time: How brands tap into nostalgia to build their future

    From Hostess Brands' Twinkies to B&G Foods' Green Giant vegetables, CPG companies are getting sentimental in an effort to cut marketing expenses and urge customers to open their wallets.

    Anastassia Gliadkovskaya • Oct. 2, 2019
  • Virtual ambassadors cloud already murky legal picture for influencer marketing

    Whether or not CGI avatars have staying power, they're raising questions around the increasingly blurred lines between content and ads in digital media.

    Natalie Koltun • Oct. 1, 2019
  • Marketing with memes: The ins and outs of sharing viral social content

    Witty, relatable content is ripe for social sharing, but success takes more than simply repurposing what's buzzy online to snag brand attention.

    Shane Schick • Sept. 23, 2019
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    Smucker

    How Folgers has ushered in almost 170 years of happy mornings

    "I don't care whether you're talking about TV advertising or digital advertising, ... they have stayed true to their target audience," says Gary Stibel, CEO of New England Consulting Group.

    Megan Poinski • Sept. 23, 2019
  • How TikTok can help brands get on Christmas wish lists

    Hashtag challenges are one way to boost awareness with the app's younger audience ahead of Black Friday and Cyber Monday.

    Robert Williams • Sept. 16, 2019
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    Danielle Ternes for Retail Dive

    'Behind closed doors': The friction between the Nike brand and its corporate culture

    The brand has identified women as one of "four epic growth opportunities" while it faces public scrutiny over how it treats women.

    Cara Salpini • Sept. 3, 2019
  • Can brands avoid backlash as sustainability scrutiny piles up?

    Big businesses are some of the world's largest producers of waste, and they're under mounting pressure to craft strategies to address the issue. Experts advise that actions speak louder than words.

    Peter Adams • Aug. 12, 2019
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    John Hazard

    No ads, no problem: How marketers are collaborating with streaming platforms

    Brands are rushing to capitalize on ad-free streaming hits that draw young audiences, but experts warn that hopping on the bandwagon may not be the best strategy.

    Kira Barrett • July 15, 2019
  • 9 buzzworthy campaigns that set brands apart in 2019's first half

    From a shirtless Colonel Sanders to Ikea's take on the Kama Sutra, the most creative efforts blended standout messaging, digital savvy or a combination of the two to break through the noise.

    Peter Adams, Chantal Tode, Natalie Koltun, Chris Kelly and Kira Barrett • July 8, 2019
  • What brands are getting wrong about AR

    AR is expected reach a value of $83 billion by 2021 — so how are so many marketers still missing the mark?

    Chris Kelly • July 8, 2019
  • The year of 'woke-washing': How tone-deaf activism risks eroding brands

    Experts warn an uptick in socially and politically aware advertising can read more as chasing headlines than meeting real consumer demands, and it could degrade trust in the industry.

    Peter Adams • July 8, 2019
  • From social commerce to TikTok: The 9 most successful mobile campaigns of 2019

    Mobile marketers were full of surprises in the first half of the year with efforts that scanned, scorched and sliced their way to success.

    Chantal Tode, Natalie Koltun, Chris Kelly and Kira Barrett • July 8, 2019