Brand Strategy

Sponsored by Cvent

Discovering and seizing the new event marketing opportunity

The event marketing channel as we know it has changed. See how marketers are navigating this complex landscape of virtual, hybrid, and in-person events by rebuilding agile event programs that align strategy, teams, and tech.

Sponsored by UserTesting

The customer touchpoints you may be forgetting

How should brands manage their customer interactions when, so often, someone else is doing the actual interacting?

By Andy MacMillan, CEO of UserTesting • Sept. 20, 2021

Honest Co. taps Amazon veteran as new digital chief

The former head of Amazon's Key service will lead the brand's omnichannel and online operations after years of rapid growth and accumulated losses.

By Ben Unglesbee • Sept. 16, 2021

Just 38% of consumers familiar with 'metaverse' despite growing tech dependence, report finds

Marketers still need to familiarize themselves with the concept, as two-thirds of people now prefer to engage with brands digitally.

By Peter Adams • Sept. 16, 2021

Pepsi breaks down recycling 101 with NFL stars amid sustainable transformation

A "Trash Talk" platform featuring player-led PSAs and an interactive game is part of a new initiative that spans the PepsiCo portfolio.

By Peter Adams • Sept. 15, 2021

State Farm's mascot debuts as first branded character in NBA 2K22

Along with a Twitch livestream, the integration includes a digital storefront where players can buy in-game apparel inspired by Jake from State Farm.

By Chris Kelly • Sept. 15, 2021

Deep Dive

As NFL kicks off 2nd pandemic season, sports marketers exercise cautious optimism

Even as concerns persist around the delta variant, brands feel more confident about their strategies, including the return of experiential tactics and expansion into sports betting.

By Peter Adams • Sept. 15, 2021

Brand loyalty is eroding under supply chain and price pressures, survey finds

More than eight in 10 consumers bought a different brand from the one they normally purchase in the past three months.

By Jessi Devenyns • Sept. 14, 2021

'We're going back to the drawing board': DTC brands brace for more anti-tracking headaches

Already saddled with the rising cost of customer acquisition, profitability for digitally native brands just got even more challenging.

By Maria Monteros • Sept. 14, 2021

Stacy's taps Reese Witherspoon's Hello Sunshine to share stories of female founders

The Frito-Lay brand is enlisting the buzzy media company to amplify winners of a Rise Project that provides grants and mentorship opportunities.

By Peter Adams • Sept. 14, 2021

Olay takes on computer algorithms to fight biased beauty standards

Along with a new ad and national print effort, the P&G brand is teaming with Black Girls Code to send at least 1,000 girls of color to coding camp.

By Asa Hiken • Sept. 14, 2021

Taco Bell tests Taco Lover's Pass 1 year after rewards program launch

After buying the 30-day pass through its app, guests at select locations can redeem one taco a day, a move that could drive repeat visits.

By Julie Littman • Sept. 13, 2021

Sponsored by imre

E-commerce everywhere: How to find a winning strategy for the new consumer experience

Instead of jumping on every new commerce-enabled digital feature, brands would be well served to slow down and identify where best they can activate to drive the most value.

By Matthew Lang, Strategy Director • Sept. 13, 2021

Burger King introduces Keep It Real Meals after banning 120 artificial ingredients

Mirroring McDonald's, the chain tapped celebrities to share their custom orders, but asked them to use their real names instead of stage personas.

By Peter Adams • Sept. 09, 2021

Pepsi blends NFL, New York Fashion Week kickoffs in capsule collection

Fans can score luxury lounge apparel by designer Dapper Dan as part of the soda brand's "Made for Football Watching" campaign.

By Chris Kelly • Sept. 09, 2021

Banana Republic goes back to its roots with new brand identity

A historical underperformer at parent company Gap, the brand is realigning around more casual offerings that speak to its origins.

By Tatiana Walk-Morris • Sept. 08, 2021

Snickers wants NFL fans to get candid for campaign celebrating 'rookie mistakes'

Photos, videos and written accounts of past errors will serve as a way for the Mars Wrigley brand to engage people throughout the regular season.

By Peter Adams • Sept. 08, 2021

Anheuser-Busch taps new CMO, adds marketing role in C-suite shuffle

The shakeup sees the brewing company making significant moves toward advancing its consumer-first media strategy.

By Asa Hiken • Sept. 08, 2021

Walmart teams with Meredith to help drive grocery push

The cross-platform partnership features AI-powered meal planning, shoppable recipes, visual search, chatbots and more to help people plan and make meals.

By Catherine Douglas Moran • Sept. 08, 2021

What do Macy's and the Toys R Us brand have to offer each other?

The retailers are teaming up for a shop-in-shop rollout, but branding alone won't make their partnership work.

By Ben Unglesbee • Sept. 07, 2021

Sponsored by UserTesting

Hey marketing execs: People are human, not data points

Has it all gone too far? Are we losing the human connection? Consumers and brands are still figuring it all out, but when it comes to how businesses approach their relationships with customers, Houston, we have a problem. 

By Andy MacMillan, CEO of UserTesting • Sept. 07, 2021

Sponsored by Inmar, Inc.

The impact of in-store signage on consumer purchase decisions

As in-store foot traffic increases, marketers need to reach audiences based on store behaviors. Here are three shopping behaviors to consider when creating your in-store marketing strategy.

Opinion

Three ways to create DE&I initiatives that actually work

Creating real change requires brands to focus inward instead of concentrating efforts on external messaging and branding, writes Full Circle Insights CEO Bonnie Crater.

By Bonnie Crater • Sept. 06, 2021

Denny's celebrates college football offensive linemen with All-Pancaker Team

The restaurant chain signed Name, Image and Likeness deals with four players known for making pancake blocks on the field.

By Chris Kelly • Sept. 03, 2021

Hyundai, Vans design Roblox experiences to connect through the metaverse

The "Hyundai Mobility Adventure" is the first such activation from a global automaker and serves to familiarize players with forward-looking products.

By Peter Adams • Sept. 02, 2021