Brand Strategy
-
Courtesy of Carter's
How Carter’s is refreshing its brand to reach Gen Z, millennial parents
An identity overhaul, inclusive of a new logo and revamped social media strategy, is showcased in a campaign that is rooted in self-expression.
By Jessica Hammers • Sept. 15, 2026 -
Courtesy of Target
Target hires ex-Hilton CMO as chief marketing and guest experience officer
Mark Weinstein will be responsible for developing how consumers experience and connect with Target across channels, culture and community.
By Chris Kelly • Sept. 14, 2026 -
Explore the Trendline➔
Getty Images
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 IHOP
IHOP bites into little treat trend with Katseye-soundtracked campaign
Lenna Yamamichi, vice president of brand creative at the chain, details the social listening-inspired return of stuffed French toast.
By Chris Kelly • Sept. 14, 2026 -
Permission granted by Columbia Sportswear
Q&AHow Columbia’s marketing breaks through with fax machines, flat Earth
Matt Sutton, who’s led the outdoor brand’s marketing for two years, digs into an edgy “Engineered for Whatever” platform that is gaining industry notice.
By Peter Adams • Sept. 14, 2026 -
Permission granted by Old Navy
Old Navy’s MrBeast deal boosts engagement amid bigger bet on creators
A back-to-school campaign with the top YouTuber is showing early promise, including a traffic bump, as the Gap Inc. retailer rewires its marketing.
By Peter Adams • Sept. 11, 2026 -
Courtesy of Caesars Sportsbook
Caesars gives NFL legend a ‘looksmaxxing’ makeover in sportsbook ads
“We’ve Had Some Work Done” was created in partnership with minority-owned, full-service creative agency Fellow Kids and produced by Hungry Man.
By Chris Kelly • Sept. 9, 2026 -
Justin Sullivan via Getty Images
Boston Beer hires tech-savvy CMO to hone data-driven marketing
Allison Stransky will join the Samuel Adams owner from Samsung Electronics America, where she’s focused on applications of big data and AI.
By Peter Adams • Sept. 9, 2026 -
Scott Olson via Getty Images
Campbell’s heats up digital focus amid marketing reformulation
Channels including social, influencer and e-commerce will command 85% of working media budgets as the marketer tries to meet modern consumer tastes.
By Peter Adams • Sept. 8, 2026 -
Courtesy of 7 Brew
Q&AHow 7 Brew’s first CMO is marketing the fastest-growing brand in the US
Ex-KFC CMO Nick Chavez is building on existing brand love for the beverage chain with culture-hacking campaigns and a loyalty app that is social by design.
By Chris Kelly • Sept. 8, 2026 -
Permission granted by KFC
KFC names first global chief brand officer amid identity overhaul
The chain created the post as it refreshes iconic assets, including Colonel Sanders, and recenters its menu on offerings like boneless chicken.
By Peter Adams • Sept. 4, 2026 -
Courtesy of Graza
How Graza hopes to lap the competition with some help from NASCAR
The tie-up follows the olive oil brand’s extension into mayonnaise and is key to efforts to grow its footprint, explains Vice President of Marketing Alex Edelstein.
By Danielle McLean • Sept. 3, 2026 -
Courtesy of UPS
The UPS Store enlists first brand character to support franchisees
Blu, a friendly woman wearing a blue UPS polo, is one piece of a multiyear campaign that spans digital, TV, social and print channels.
By Sara Karlovitch • Updated Sept. 2, 2026 -
Courtesy of Hershey's
How Hershey’s Katseye campaign takes on Gen Z’s desire for indulgence
As the confectionery maker invests in brands to build on recent growth, its flagship label teamed with a chart-topping pop group to support a new product.
By Chris Kelly • Sept. 1, 2026 -
Courtesy of Dr. Squatch
Why Dr. Squatch is investing in experiences — not ads — with IShowSpeed
Chief Brand Officer John Ludeke explains why the Unilever brand is betting that it can get Gen Z consumers to create content alongside the top streamer.
By Chris Kelly • Aug. 31, 2026 -
Courtesy of Domino's
How Domino’s is taking on the Big Mac, Whopper and other fast-food icons
CMO Kate Trumbull explains why the chain and AOR WorkInProgress chose a hyperbolic, darkly comedic tone for its latest campaign.
By Chris Kelly • Aug. 31, 2026 -
Ernst Haas via Getty Images
Sponsored by Getty ImagesAmerica’s 250th proves heritage marketing is for every brand
Discover how brands can tap cultural celebrations and authentic visuals to deepen trust and connection.
Aug. 31, 2026 -
Permission granted by Chris Moore, Designer Audiense
Sponsored by Elevar by AudienseThe retail marketer’s BFCM readiness playbook
Is your brand BFCM-ready? Find the gaps before peak season hits.
By Chris Hutchins • Aug. 31, 2026 -
Courtesy of Old Navy
Old Navy is rewiring its marketing strategy after summer traffic bust
A new campaign with Cardi B, already the most-viewed in the brand’s history, is improving performance, Gap Inc. CEO Richard Dickson said.
By Peter Adams • Aug. 28, 2026 -
Courtesy of Dr Pepper
How Dr Pepper’s ‘Fansville’ campaign stays relevant and drives outcomes
Keurig Dr Pepper analyzes consumer signals by working with Publicis and retail media partners and using its first-party capabilities and martech stack.
By Chris Kelly • Aug. 27, 2026 -
Courtesy of Behr
How Behr’s digital marketing helps DIYers overcome ‘paint paralysis’
CMO Andy Lopez shares how a hue-choosing chatbot and influencer campaign are part of the paint brand's renewed digital transformation drive.
By Danielle McLean • Aug. 27, 2026 -
Chris Kelly/Marketing Dive
Why United helped broadcast ESPN’s fantasy football show live from the sky
Social media serves as an entry point into ESPN for fans, especially Gen Z ones. The company had a record 1 billion social engagements in February.
By Chris Kelly • Aug. 26, 2026 -
Permission granted by The Coca-Cola Company
Coke tackles college football season with creator content, fantasy sports
For its social-first approach, the brand will work with creators at partner colleges to produce content around events like games and tailgates.
By Peter Adams • Aug. 26, 2026 -
Permission granted by Athleta
How Athleta is revamping its brand narrative with bolder purpose
A fall campaign features cinematic ads, bigger bets on social-first marketing and a sponsorship of Olivia Rodrigo’s first Daisy Chain Fields Festival.
By Peter Adams • Aug. 25, 2026 -
Courtesy of Pizza Hut
Pizza Hut ads celebrate quarterbacks as chain drops ‘pizza’ from name
Josh Allen is the latest quarterback to appear in a spot for the brand, which continues to place value at the center of its marketing message.
By Sara Karlovitch • Aug. 25, 2026 -
Brandon Bell via Getty Images
Wendy’s hires ex-McDonald’s CMO as chief marketing, customer growth officer
Tariq Hassan will succeed Lindsay Radkoski, U.S. CMO since 2023, as the chain continues to execute a turnaround plan.
By Chris Kelly • Aug. 24, 2026
