Brand Strategy: Page 2


  • Omoda app
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    Courtesy of Omoda
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    Google’s AI tools power Omoda’s online personal stylist platform

    The Dutch fashion retailer’s Omoda Stylist platform leverages Google Cloud’s Vertex AI platform and Gemini models for a tailored shopping experience.

    By Aaron Baar • Jan. 16, 2025
  • Oreo
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    Courtesy of Oreo
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    Oreo plays on lore behind its brand name with web audio challenge

    “Name This Oreo” tasks players with quickly saying elaborate combinations of “O” and “RE” to unlock exclusive retail offers at Kroger.

    By Jan. 16, 2025
  • A person pulls items out of one paper shopping bag with handles that is on a table next to four similar bags. Explore the Trendline
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    FreshSplash via Getty Images
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    Trendline

    Retail Marketing

    Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.

    By Marketing Dive staff
  • A State Farm Catastrophe Response Team truck
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    Courtesy of State Farm
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    State Farm will not advertise during Super Bowl amid Los Angeles fires

    The insurance company faces backlash for canceling thousands of homeowners’ policies in California last year.

    By Jan. 16, 2025
  • Participants holding signs in support of TikTok outside the U.S. Capitol Building.
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    Anna Moneymaker / Staff via Getty Images
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    Deep Dive

    How marketers can stay reactive as a TikTok ban looms

    Contingency plans are coming into focus as the Supreme Court weighs a decision that could ban the ByteDance-owned app in the U.S. on Sunday.

    By Jan. 16, 2025
  • Coors Light's Case of the Mondays
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    Courtesy of Coors Light
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    Coors Light preps case of the Mondays for day after the Super Bowl

    The Molson Coors flagship continues to build buzz for its big game spot after misspelling “refreshment” as “refershment” in an ad stunt.

    By Jan. 15, 2025
  • The TikTok app is displayed on an Apple iPhone.
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    Photo Illustration by Drew Angerer via Getty Images
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    How TikTok Shop is changing the way brands reach customers

    As a potential ban looms, brands like Nike and E.l.f. Beauty are leveraging the social media platform to win over Gen Z.

    By Xanayra Marin-Lopez • Jan. 15, 2025
  • Actor Keegan-Michael Key pours a cocktail at a Cambria Hotels bar in a marketing campaign image for Choice Hotels International.
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    Courtesy of Choice Hotels International
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    Choice Hotels CMO talks travel ‘maximizing’ in new global ad campaign

    Actor Keegan-Michael Key returns for this year’s marketing push, which aims to build brand loyalty, Noha Abdalla shares.

    By Jenna Walters • Jan. 14, 2025
  • Rocket rebrand billboard
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    Courtesy of Rocket
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    How Rocket Companies’ rebrand sets the stage for a new Super Bowl approach

    A new visual identity looks to position the company as the “most culturally significant and inclusive brand in America,” said CMO Jonathan Mildenhall.

    By Jan. 14, 2025
  • Nikki Rodriguez poses for American Eagle's Fall 2024 campaign.
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    Courtesy of American Eagle
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    How American Eagle’s CMO avoids AI’s ‘generic creative’ trap

    At NRF’s Big Show, Craig Brommers addressed mounting production demands but said delegating more work to AI is a “scary” prospect.  

    By Jan. 14, 2025
  • Planet Fitness
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    Justin Sullivan via Getty Images
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    Planet Fitness adds CMO from Marriott to build on recent growth

    Brian Povinelli’s appointment comes as the gym chain makes redefining its brand strategy a key priority.

    By Jan. 13, 2025
  • A diptych shows a trio of people sporting Walmart gear next to a photo of an individual wearing a Walmart bucket hat and T-shirt
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    Permission granted by Walmart
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    How Walmart’s latest brand refresh reinforces bigger digital ambitions

    The first such update since 2008 for the big-box store introduces more vibrant colors and promotes its spark logo as a stronger standalone brand asset.

    By Updated Jan. 13, 2025
  • Four men in various states of undress pose in a Dollar Shave Club ad
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    Courtesy of Dollar Shave Club
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    Column

    Campaign Trail: Dollar Shave Club gets back to its disruptive roots

    The direct-to-consumer trailblazer is updating its irreverent streak after a period at Unilever that “neutered” the brand’s edginess, per CEO Larry Bodner.

    By Jan. 10, 2025
  • Hyundai Amazon app
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    Courtesy of Hyundai Motor America
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    Hyundai shows how easy it is to ‘Add to Cart’ via Amazon Autos

    A campaign spot takes place in a fulfillment center, showcasing what is typically ordered through Amazon before landing on a 2025 Hyundai Santa Fe.

    By Aaron Baar • Jan. 9, 2025
  • A Starbucks store stands in Manhattan on January 30, 2024 in New York City.
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    Spencer Platt via Getty Images
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    Starbucks hands Anomaly US creative duties in blow to WPP: report

    WPP, which only won the account in October, established a bespoke Team Starbucks unit to support the coffee chain’s turnaround plan.

    By Jan. 9, 2025
  • A still image from "Bus Stop" a video spot under TIde and Marvel Studio's "Collateral Stains" campaign.
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    Courtesy of Procter & Gamble
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    Tide, Marvel Studios tackle ‘collateral stains’ with 5D film experience

    Consumers who enter an Instagram sweepstakes will have the chance to attend a stain-filled early screening of “Captain America: Brave New World.”

    By Jan. 8, 2025
  • Mug Root Beer Dawg DNA kit
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    Courtesy of Mug Root Beer
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    Mug Root Beer tests fans’ DNA to see who’s ‘got that dawg’ in them

    Available via TikTok Shop, the kits align with the PepsiCo brand’s rising status as an internet meme fixture and respond to fresh sales momentum.

    By Jan. 8, 2025
  • A man sits on an airline with a blocked middle seat.
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    Courtesy of Spirit Airlines
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    Spirit Airlines lands new campaign boosting affordable luxury

    The first effort under the “More Fly” platform promotes features like more elbow room and larger seats and comes as the brand navigates bankruptcy.

    By Jan. 8, 2025
  • John Cena in a McDonald's ad
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    Courtesy of McDonald's
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    McDonald’s value menu launch gets inspirational boost from John Cena

    The actor-wrestler appears in new ads that turn into a oddball spiel about the transformational power of the McValue platform. 

    By Jan. 7, 2025
  • Businessman Carrying Heavy Burden of Blocks and Shapes
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    CreativaImages via Getty Images
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    Deep Dive

    10 marketing predictions for 2025 as new era of productivity dawns

    With global ad spending set to surpass $1 trillion, marketers must navigate myriad challenges, including an uncertain regulatory landscape, with finesse.

    By , , , Jan. 7, 2025
  • A plane flys over a J.C. Penney storefront.
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    Justin Sullivan via Getty Images
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    JCPenney hires agency Mischief, seeking bigger creative swings

    Disruptor shop Mischief is tasked with developing a new creative platform and delivering bold marketing for the department store chain. 

    By Jan. 6, 2025
  • Heineken 0.0 ad
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    Courtesy of Heineken
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    Heineken 0.0 looks to destigmatize abstaining from alcohol

    “0.0 Reasons Needed” is built around company research indicating Gen Z consumers face the most stigma for choosing a nonalcoholic beverage.

    By Jan. 6, 2025
  • Five cans of Athletic Brewing's flagship beers
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    Courtesy of Athletic Brewing
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    Inside Athletic Brewing’s marketing as reach expands for nonalcoholic beer

    CMO Andrew Katz explains how a new multimillion-dollar campaign addresses the entrance of more "big guys" into the nonalcoholic category.

    By Jan. 6, 2025
  • Chipotle x Strava: The City Challenge
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    Courtesy of Chipotle
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    Chipotle expands Strava tie-up globally to fuel New Year’s fitness goals

    Users of the fitness app in North America and Europe who complete one of 25 designated Chipotle segments the most can win free Lifestyle Bowls for a year.

    By Jan. 3, 2025
  • Dove Real Beauty Talks materials
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    Retrieved from Dove on January 03, 2025
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    Dove shreds toxic New Year’s resolutions in latest body confidence push

    The Unilever brand is launching its first body confidence program for women and asking them to rip up sticky notes on TikTok.

    By Jan. 3, 2025
  • Sabrina Carpenter shakes espresso in a Dunkin ad
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    Retrieved from Dunkin on January 02, 2025
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    Dunkin’ gets racy with Sabrina Carpenter in ‘Shake That Ess’ campaign

    The celebrity-led effort promoting a new limited-time iced espresso beverage is part of the chain’s strategy of building a “cinematic universe” with Artists Equity.

    By Jan. 2, 2025