Brand Strategy: Page 110
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Spencer Platt via Getty Images
Attitudes toward brands evolve again, 1 year after a racial reckoning began
As brands and agencies ramp up their commitments to addressing racial equality, some diversity-related tactics are resonating less, an Engine Insights survey found.
By Chris Kelly • June 30, 2021 -
Permission granted by Win Brands Group
Deep DiveThe rise of DTC holding companies
Growing multiple brands under one umbrella allows companies to more effectively and efficiently scale them by providing resources and knowledge.
By Caroline Jansen • June 30, 2021 -
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 -
Retrieved from Goodby Silverstein & Partners on June 29, 2021
Opinion'Liberty, Liberty, Liiiberty... Liiiberty!': Anatomy of a sonic logo
If you want to reach into people's brains, hearts and pocketbooks in 2021, you must have a strong, well-designed audio presence, writes music producer Lucas Murray.
By Lucas Murray • June 30, 2021 -
Courtesy of Frito-Lay North America
Doritos gives platform to Black creators with $5M commitment
As part of parent company PepsiCo's work to advance racial equality, the brand will support and showcase "changemakers" who are driving culture.
By Chris Kelly • June 29, 2021 -
Courtesy of AB InBev
How AB InBev's Draftline guides the company — and what brands get wrong about in-house agencies
The internal shop, which just secured its first Grand Prix win at Cannes Lions, is able to jump on fast-moving trends due to clear strategic mandates, global vice president Tracy Stallard said.
By Peter Adams • June 28, 2021 -
Permission granted by Wendy's
Q&AWendy's CMO on Twitter snark, 'Rick and Morty' and building a $1B breakfast business
Carl Loredo, the chain's marketing chief since 2019, said his overall vision is unchanged by the pandemic, while tactics are evolving to meet tech needs.
By Peter Adams • June 28, 2021 -
David Paul Morris via Getty Images
Deep Dive // The dissolution of third-party cookiesWhat's next for the ad industry as Google gives third-party cookies a stay of execution
Google kicked the can down the road with its latest privacy decision, but brands, agencies and the ad tech industry can't rest on their laurels.
By Chris Kelly • June 25, 2021 -
Courtesy of Ntwrk
Ntwrk's shopping festivals highlight the potential of livestream commerce
Opting for cultural connection over awareness, big brands like Mtn Dew and Adidas create memorable moments with fans by selling limited-edition merch in livestreams hosted by celebrities.
By Robert Williams • June 24, 2021 -
As CMOs seek to fortify pandemic gains, confusion grows around brand purpose
Executives from LVMH, Unilever and other brands discussed the evolving role of chief marketers during a virtual ANA roundtable as part of Cannes Lions.
By Chris Kelly • June 24, 2021 -
Courtesy of Chipotle Mexican Grill, Inc.
Chipotle drives interest in loyalty program with racing video game
The lo-fi racing game promotes a new update to Chipotle Rewards and will dole out prizes to select winners, including a 2021 Tesla Model 3.
By Asa Hiken • June 23, 2021 -
Permission granted by Marriott Bonvoy
Hotel brands balance emotional appeals, marketing innovation as travel spigots turn back on
Marriott is debuting the largest global campaign in its 90-year history, an effort made in conjunction with 72andSunny, to capture pent-up pandemic demand.
By Peter Adams • June 23, 2021 -
How Bush's plans to keep people interested in beans beyond the pandemic
With product innovations and a rebrand as "That Beautiful Bean Co.," the 113-year-old manufacturer is angling for the attention of younger consumers.
By Megan Poinski • June 23, 2021 -
George Frey via Getty Images
Coca-Cola to double spending on minority-owned media and ramp up empowerment initiatives
Joining a fray of brands and agencies fostering larger commitments to diversity, the beverage giant said it is also focusing on non-media partnerships.
By Peter Adams • June 22, 2021 -
Courtesy of e.l.f. cosmetics
E.l.f. jumps on NFT trend with crypto collectibles that try to offset carbon footprint
Gold-dipped "Ne.l.f.Ts" will be sold via the Bitski platform and in partnership with Aerial, which tracks emissions for the digital format.
By Peter Adams • June 18, 2021 -
Courtesy of L Brands
Victoria's Secret is (finally) trying to get women's attention
The brand's angels are being replaced with a group of influential women who will help shape its merchandising and messaging. Will the turnabout work?
By Daphne Howland • June 17, 2021 -
Courtesy of Popeyes
Popeyes launches its first loyalty program
The move comes as Popeyes' digital sales make up about 14% of total sales in the U.S. and have contributed to the chain's continued double-digit same-store sales growth throughout the COVID-19 crisis.
By Alicia Kelso • June 17, 2021 -
Courtesy of Hyundai Motor America
Hyundai deepens Marvel tie-in around Tucson with co-branded ads starring Disney+ heroes
Media agency Canvas Worldwide and AOR Innocean USA assisted with an effort that comes as streaming services are booming.
By Peter Adams • June 17, 2021 -
Courtesy of Degree
Degree reminds consumers to wear deodorant as pre-pandemic activities resume
The Unilever brand's multichannel campaign seeks to reconnect with consumers after 68% admitted to intentionally not using deodorant because they weren't seeing others.
By Chris Kelly • June 17, 2021 -
Courtesy of KFC Canada
How Yum Brands generates sales, cultural impact with a three-pronged marketing framework
Former CEO Greg Creed and CMO Ken Muench went deep with Marketing Dive on an R.E.D. strategy — also the subject of their new book — that has turned brands like Taco Bell into category trendsetters.
By Peter Adams • June 17, 2021 -
Retrieved from Reebook on June 16, 2021
Reebok releases first glimpse at new brand direction
A new creative team is building out an internal creative agency to tackle the company's shift in branding as it looks toward a sale by Adidas.
By Cara Salpini • June 16, 2021 -
Permission granted by Diageo North America
NFL names Diageo as first official spirits sponsor in groundbreaking multiyear pact
Smirnoff, Crown Royal and Captain Morgan will be spotlighted in year one of an agreement that marks a "natural progression" of Diageo's work with the league.
By Peter Adams • June 16, 2021 -
Courtesy of Molson Coors Beverage Company
Coors Light encourages drinkers to 'chill' with offbeat koozies
Molson Coors sister brand Miller Lite launched a similar effort, giving away a baseball glove with a tallboy pint pocket specially designed to catch beers.
By Asa Hiken • Updated June 16, 2021 -
Courtesy of Wendy's
Wendy's expands 'Rick and Morty' collab with pop-up diner, custom Coke flavors
The push includes free delivery via the chain's app, capturing first-party data that would otherwise be collected by third-party delivery services.
By Chris Kelly • June 15, 2021 -
Retrieved from Unilever on November 17, 2020
Unilever expands initiative combating stereotypes as brands contend with 'cancel culture'
Fewer than one in five consumers believe ads are representative of society at large, per research the marketer commissioned from Kantar.
By Peter Adams • June 15, 2021 -
Courtesy of Pinterest
Volkswagen targets Pinterest auto shoppers with virtual test drive
Months after its "Voltswagen" prank, the car brand is catering to Pinterest's carbon-conscious consumers in an effort to promote its first all-electric vehicle.
By Asa Hiken • June 15, 2021
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