Brand Strategy
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OpinionThe problem for brands isn’t their marketing strategy — it’s their structure
Organizations that fail to deliver have often hired great talent into a broken system, writes Edmunds’ Alison Steinlauf Anziska.
By Alison Steinlauf Anziska • June 10, 2026 -
Courtesy of Jelly Belly
How Jelly Belly is repositioning its brand for ‘social epicureans’
The new “Bean Appetit” campaign is meant to reintroduce the brand to consumers after its acquisition by confectioner Ferrara in 2023.
By Aaron Baar • June 10, 2026 -
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TrendlineTop 5 stories from Marketing Dive
From the continued rise of artificial intelligence to the emergence of new digital channels, here's a look at key trends driving marketing in 2026.
By Marketing Dive staff -
Courtesy of American Eagle
Q&AHow American Eagle is kicking off its deal with the new face of soccer
CMO Craig Brommers explains how the retailer’s campaign with Spanish star Lamine Yamal continues a streak of culture-defining moments.
By Chris Kelly • June 10, 2026 -
Courtesy of Hasbro
Optimus Prime will take your call: Hasbro leans into AI-driven licensing
The toy company’s AI studio, Sixth Wall, will debut behavioral licensing, which is focused on how characters think, speak and interact in new experiences.
By Kaarin Moore • June 9, 2026 -
Courtesy of Adidas
Deep DiveNike and Adidas take their rivalry to the World Cup. Who will win?
The brands are both at a crossroads, and their campaign centerpieces play up soccer bona fides alongside the sport’s stars and other pop icons.
By Chris Kelly • June 9, 2026 -
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Why the time is now for experiential marketing — and how to get it right
Melissa Levy, president of experiential marketing agency Sparks, explains the channel’s rise and how marketers can navigate its growing pains.
By Aaron Baar • June 8, 2026 -
Courtesy of Fox
Fox One pitches itself as home of World Cup viewing for obsessive fans
The DTC service looks to break through in streaming with a campaign that plays up the absurd lengths fans will go to watch the tournament.
By Chris Kelly • June 8, 2026 -
Courtesy of Tropicana
Why Tropicana is rejuvenating its creative but keeping the same strategy
CMO Chris Tussing explains how its new campaign is a creative evolution and demonstrates what the brand has learned about effective media planning.
By Chris Kelly • June 8, 2026 -
Adriaticfoto/Shutterstock.com
Sponsored by Zeta GlobalHow modern loyalty programs drive behavior and revenue
Loyalty programs that drive growth do more than reward.
June 8, 2026 -
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Why marketers must rethink loyalty as AI reshapes consumer connections
New research from Gale finds over half of consumers are comfortable filtering their brand communications entirely through AI.
By Peter Adams • June 4, 2026 -
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OpinionWorld Cup tests marketers’ ability to prove value of sponsorships
When every brand shows up in the same way, visibility becomes the baseline rather than the differentiator, writes Gartner’s Nicole Greene.
By Nicole Greene • June 4, 2026 -
Courtesy of Anheuser-Busch InBev
Stella Artois expenses bar tabs as part of World Cup on-premise push
With many matches taking place during standard U.S. working hours, the AB InBev brand is helping consumers find workarounds to avoid missing games.
By Sara Karlovitch • June 4, 2026 -
Courtesy of Stellantis
Deep DiveHow brands are celebrating 250 years of America amid political polarization
Major marketers looking to engage U.S. consumers around the milestone must prove their bona fides or risk looking like bandwagoners.
By Chris Kelly • June 4, 2026 -
Courtesy of McDonald's
How McDonald’s is serving up culture as part of its new strategic plan
Activations around a Nike sneaker release and box office smash “Backrooms” demonstrate how the fast-food giant uses social media marketing.
By Chris Kelly • June 3, 2026 -
Courtesy of ClassPass
Why ClassPass invested $50M in marketing to supercharge partner growth
Zach Apter, CMO at ClassPass parent Playlist, explains how the booking platform is using performance marketing to grow the market for partner studios.
By Chris Kelly • June 2, 2026 -
Courtesy of The J.M. Smucker Co.
Café Bustelo turns Latin culture into temporary tattoos ahead of World Cup
The J.M. Smucker brand’s “Game Face” campaign taps into the iconography of tournament heavyweights Argentina, Brazil, Colombia and Mexico.
By Chris Kelly • June 1, 2026 -
Courtesy of American Eagle
American Eagle rebalances marketing toward performance as sales slide
The retailer indicated it will invest more in areas like digital and influencers as it tries to drive conversions entering the critical back-to-school window.
By Peter Adams • May 29, 2026 -
Courtesy of Mars, Inc.
M&M’s gamifies ‘Love Island USA’ viewing experience as series partner
The collaboration includes limited-edition Play Along Packs, inclusive of M&M’s emblazoned with phrases from the show, and exclusive social content.
By Jessica Hammers • May 28, 2026 -
Courtesy of PepsiCo
Pepsi extends food-focused push for summer of soccer with ads, activations
Created in partnership with BBDO, Copa90 and The PepsiCo Studio, “Soccer Deserves Pepsi” features stars including David Beckham and Memo Ochoa.
By Chris Kelly • May 28, 2026 -
Courtesy of Chipotle Mexican Grill
How Chipotle’s rewards relaunch extends reach of its marketing flywheel
Curt Garner, chief strategy and technology officer at the chain, explains how a “Summer of Extras” effort builds on and gamifies its rewards program.
By Chris Kelly • May 28, 2026 -
Permission granted by Coors Banquet
Coors Banquet, Wrangler up bid to Gen Z country fans with beer-infused jeans
Jeans featuring musical chords printed with beer-infused ink promote the release of “Connie Lou,” a song that mentions both brands.
By Peter Adams • May 28, 2026 -
Courtesy of Unilever
Unilever’s creator marketing strategy takes center stage at World Cup
The CPG’s largest sports partnership activation to date will see over 35 of its brands collaborate with creators and influencers around the globe.
By Peter Adams • May 27, 2026 -
Courtesy of Chili's Grill & Bar
Chili’s remakes iconic Baby Back Ribs jingle — again — with Lizzo
The cultural play comes several years after the chain tapped Boyz II Men to remix the tune in an effort to double down on ‘90s nostalgia.
By Chris Kelly • Updated May 27, 2026 -
Courtesy of Essentia
Essentia takes rule-defying campaign national for summer season
After an initial launch in New York last year, “Change the Equation” is expanding through a 90-second brand film and partnership with a soccer star.
By Peter Adams • May 26, 2026 -
Courtesy of Amazon
Liquid I.V. updates ad playbook with Amazon’s Brand Innovation Lab
A new campaign features actors from “Off Campus,” marking the first time lead talent from a Prime Video show has appeared in a co-branded spot.
By Sara Karlovitch • May 26, 2026
