Brand Strategy
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Retrieved from Colleen E Hayes/Netflix © 2026 on July 09, 2026
Mike’s Hard, Genesis take creative swings with custom Netflix campaigns
A pair of efforts for the upcoming Will Ferrell vehicle “The Hawk” show how the streamer is focusing on more bespoke brand partnerships.
By Peter Adams • July 9, 2026 -
Courtesy of Aeropostale
How Aéropostale entertains Gen Alpha with a creator-led mini-series
Marisa Thalberg, chief customer and marketing officer at parent Catalyst Brands, opens up about the “Intern Diaries” and a loyalty tie-up with JCPenney.
By Chris Kelly • July 9, 2026 -
Explore the Trendline➔
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TrendlineAI and Marketing Data
Top stories that underscore the key role of artificial intelligence, generative and otherwise, for many CMOs looking to better manage troves of data.
By Marketing Dive staff -
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OpinionWhy unpaid media is now essential to AI visibility
Earned media and community discussion generate the authority signals that determine whether a brand gets recommended by AI, writes Abigail Niziankiewicz of Mediassociates.
By Abigail Niziankiewicz • July 9, 2026 -
Courtesy of Chipotle
Chipotle drives rewards program with ‘PGA Tour 2K25’ integration
The partnership is part of a larger golf strategy by the brand, which became an official sponsor of PGA Tour through a multiyear deal announced in January.
By Sara Karlovitch • Updated July 8, 2026 -
Courtesy of Doritos
How Doritos gets global, year-round scale with Formula 1 partnership
Kyle Gore, vice president of global marketing for Doritos, compares the brand’s efforts to what’s required for the Super Bowl — but on a much larger scale.
By Chris Kelly • July 8, 2026 -
Courtesy of Expedia
Deep DiveThe best brand campaigns of H1 2026 sold honesty. Are consumers buying?
As fake news, fake feeds and fake AI proliferate, Coca-Cola, Dove, Anthropic and other brands tried to leave a real mark in the first half.
By Chris Kelly • July 7, 2026 -
Courtesy of Marc Jacobs
Deep DiveBrands see content gold in microdramas. Will they muck up the moment?
Opinions are split on whether brands are serious about the saucy short-form genre, but experts shared ways to dip a toe in the water.
By Peter Adams • July 7, 2026 -
Courtesy of State Farm
State Farm enlists IShowSpeed to keep season five of gaming series fresh
Reality-competition series “Gamerhood” will integrate Flowcode technology that uses QR codes to connect the brand with consumers.
By Chris Kelly • July 7, 2026 -
Courtesy of Unilever
Why Febreze is taking on soccer stink via podcasts, experiences
The P&G brand’s “Can’t Wash This” campaign comes as World Cup fever gives way to the beginning of the MLS season.
By Chris Kelly • July 6, 2026 -
Courtesy of Conair
Why Conair is moving fast to adopt AI-driven video ads
An A/B test of Amazon’s AI video tool reduced production time by months for a Cuisinart video, but humans were still needed to complete the project.
By Danielle McLean • July 6, 2026 -
Courtesy of Mike's Hot Honey
Mike’s Hot Honey spurs experimentation with soccer-infused campaign
The multichannel marketing push is an extension of the “Drizzle The Mike’s” platform, which seeks to place the brand at culturally relevant moments.
By Sara Karlovitch • July 2, 2026 -
Courtesy of Bero
Q&AHow Tom Holland’s nonalcoholic Bero breaks through with brand partners
Co-founded by the Spider-Man star, the beer brand has used partnerships with Chase and fitness chain Barry’s to charge its marketing efforts.
By Chris Kelly • July 2, 2026 -
Courtesy of John Deere
How John Deere steeps its brand story in its American heritage
Founded in 1837, the agriculture machinery company has partnered with MLB and been active on TikTok to connect with new generations of consumers.
By Chris Kelly • July 1, 2026 -
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OpinionPatriotism is no longer a campaign — it’s a branding strategy
Consumers define patriotic brands through a wider lens than marketers, writes Robert Passikoff, founder and president of Brand Keys.
By Robert Passikoff • June 30, 2026 -
Permission granted by Peter Adams/Marketing Dive
A cure for Cannes Lions FOMO: What marketers might have missed
From OpenAI laying out its ads plan to Expedia’s creator-driven strategy, Marketing Dive has packaged together noteworthy coverage from the festival.
By Peter Adams • June 30, 2026 -
Courtesy of Ulta Beauty
Q&AUlta’s CMO on blending brand building and omnichannel marketing
Kelly Mahoney digs into how the beauty retailer is driving growth with a playbook that spans cultural partnerships, TikTok Shop, retail media and more.
By Chris Kelly • June 30, 2026 -
Courtesy of E.l.f.
E.l.f. taps into soccer fandom with NWSL, World Cup activations
The marketer will have a presence at FootballCo’s House of Goal, a cultural soccer fan fest in New York, helping it engage with the sport’s broad fandom.
By Sara Karlovitch • June 29, 2026 -
Courtesy of Blue Chip agency
How challenger brands can stand out with fewer marketing swings
Dan Eisenberg, CMO at Chicago-based agency Blue Chip, discusses how brands such as Emerald Nuts compete against corporate giants.
By Danielle McLean • Updated June 29, 2026 -
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Sponsored by Simon-Kucher and PartnersAmericans are redefining success. Brands need to catch up.
Consumers still dream big. They're just defining success differently.
June 29, 2026 -
Permission granted by Peter Adams/Marketing Dive
5 Cannes Lions takeaways as marketers wrestle with an industry in flux
Marketing Dive caught up with attendees to ask them about their biggest surprises and frustrations, plus what they want to see more of at the festival.
By Peter Adams • June 26, 2026 -
Courtesy of Taco Bell
Taco Bell gives away emotional-support tacos as World Cup nerves run high
“Loss Or Celebration Outcome Support,” or “L.O.C.O.S.,” will activate globally and comes as the brand looks to expand its loyalty program.
By Sara Karlovitch • June 25, 2026 -
Courtesy of Sprite
Sprite unites tastemakers and fans to debate hip-hop’s greatest hits
New campaign “The Living Tracklist” seeks to establish a canon for the genre and employs packaging, social content and a digital experience.
By Chris Kelly • June 25, 2026 -
Courtesy of Lowe's
Q&AWhy Lowe’s wants content creators in its network to pitch product ideas
CMO Jen Wilson explains how the home improvement retailer’s program is evolving from content to curation to creation with partners like MrBeast.
By Chris Kelly • June 23, 2026 -
Courtesy of NBPA
How NBA players will deal directly with brands through a new union arm
Plyrs Untd looks to transform the cultural impact of the league’s players into products, partnerships and business opportunities.
By Chris Kelly • June 22, 2026 -
metamorworks via Getty Images
Sponsored by SnowflakeWhy we made Snowflake’s marketing team “Customer Zero” for AI
How Snowflake turned its 600-person marketing team into an AI-powered organization.
By Denise Persson, Chief Marketing Officer, Snowflake • June 22, 2026
