Brand Strategy: Page 2
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In massive executive shuffle, Nike names new Jordan president
Heidi O’Neill's promotion to president of consumer, product and brand will “fully integrate [Nike’s] brand marketing storytelling to build deep relationships and engagement with the brand.”
By Cara Salpini • May 25, 2023 -
Bacardi extends brand platform with custom Snap AR lens, sneaker NFTs
A speakeasy pop-up event in New York and music festival experiences are also part of the brand’s latest iteration of its “Do What Moves You” platform.
By Jessica Deyo • May 25, 2023 -
Explore the Trendline➔
olaser via Getty ImagesTrendlineThe Marketing Dive Outlook on 2023
Key into where the industry winds are blowing in 2023 across media, emergent technology and the public mood.
By Marketing Dive staff -
Smoothie King pens paperback romance novel with aid of ChatGPT
The 250-page “A Summer Fling to the X-Treme” is laced with secret codes readers can crack for the chance to win a free smoothie via the brand’s app.
By Peter Adams • May 25, 2023 -
Chipotle gears up for a fight with Street Fighter 6 activation
The chain is rewarding consumers who place orders on the web or via app with in-game currency and will trade free food for viewing time on Twitch.
By Sara Karlovitch • May 25, 2023 -
Kroger brings digital smart screens to 500 locations
The grocer is adding units from Cooler Screens on the heels of a three-year pilot, with the goal of strengthening its retail media offerings.
By Catherine Douglas Moran • May 24, 2023 -
McDonald’s spotlights Black Girls Surf to promote ‘Little Mermaid’ tie-up
The fast food giant is doubling down on inclusivity around a film that has faced racist backlash, while the chain faces its own accusations of racial bias.
By Chris Kelly • May 24, 2023 -
Peloton’s latest brand revamp arrives as revenue drops 22%
The refresh brings a free membership tier and a new in-app content feature, Peloton Gym, as the brand strives to be more accessible.
By Sara Karlovitch • May 24, 2023 -
71% of CMOs lack the budget needed to execute marketing strategy in 2023
Martech is the recipient of the biggest boost in spending while labor faces the largest pullback, a dynamic that could present challenges down the line.
By Jessica Deyo • May 23, 2023 -
Kraft Singles refreshes brand with bold colors, easier-to-open packaging
The first overhaul in five years arrives as the brand looks to maintain its momentum during a period of high inflation.
By Sara Karlovitch • May 23, 2023 -
Retrieved from BMW on May 22, 2023
BMW applies sustainability to messaging and media buy
The “Forces of Nature” branded video series for Canada delivered higher than expected completed views and was optimized toward sites with low emissions.
By Aaron Baar • May 22, 2023 -
Report: As CTV commands advertiser interest, fraud grows nearly 70%
A focus at this year’s upfronts, the channel has also seen the variety of schemes triple since 2020, according to DoubleVerify.
By Peter Adams • May 22, 2023 -
Walmart ad biz growth continues to outpace rivals
The retailer's global advertising business grew over 30% last quarter, a higher rate than chief competitor Amazon and other digital ad platforms.
By Chris Kelly • May 22, 2023 -
Pitching new business is busted for agencies and brands. Can it be fixed?
Stakeholders agree the long-standing pitch model is broken and too expensive, thanks in part to inertia and misaligned objectives, per Forrester.
By Aaron Baar • May 22, 2023 -
Mercedes-Benz names new CMO as auto transformation race heats up
Melody Lee previously worked at rival Cadillac, where she overhauled the brand’s identity and helped launch a luxury vehicle subscription service.
By Peter Adams • May 19, 2023 -
L.L. Bean ditched social media for May — here’s how it’s going so far
For Mental Health Awareness Month, the retailer vowed to avoid posting on social and instead focus on nature, challenging consumers to do the same.
By Jessica Deyo • May 18, 2023 -
At Brandcast, YouTube weds power of NFL to creators like MrBeast
Convergence was a major theme at the 2023 presentation as the platform takes over NFL Sunday Ticket and contends with advertising headwinds.
By Peter Adams • May 18, 2023 -
WBD unveils robust advertising options for Max ahead of May 23 launch
The combined HBO Max and Discovery+ service offers marketers a range of advertising options, with focuses on reach, reward and interaction.
By Sara Karlovitch • May 18, 2023 -
Pepsi presses play on summer with Bad Bunny, Apple Music
The brand revealed a 90-second spot featuring the pop star as a lifeguard who can control pool-goers’ choreography with a bottle of cola.
By Chris Kelly • Updated June 1, 2023 -
Boycott narrows Bud Light’s lead in the premium beer category
Sales of the AB InBev-owned brew have fallen and the brand has lost ground to offerings from Molson Coors and Yuengling following its promotion with transgender influencer Dylan Mulvaney.
By Christopher Doering • May 17, 2023 -
Focus Brands hires Jimmy John’s vet as Jamba chief brand officer
Nathan Louer, who has held marketing positions at the chain for nearly 17 years, brings knowledge of brand strategy, digital, marketing, product development and operations to his new position.
By Julie Littman • May 17, 2023 -
Oscar Mayer rebrands Wienermobile for first time since 1936
A name change to the Frankmobile promotes the brand’s reformulated all-beef franks ahead of summer cookout season.
By Peter Adams • May 17, 2023 -
H&M brings ‘Stranger Things’ to Roblox for summer clothing experience
The retailer is continuing its experiments in the metaverse around a collection inspired by the Netflix hit.
By Chris Kelly • May 17, 2023 -
AB InBev’s Kona beer surfs into summer with new name, brand refresh
“Bring the Aloha” showcases the new moniker Kona Big Wave and sees the brand lean into its Hawaiian heritage, including an association with surfing.
By Sara Karlovitch • May 17, 2023 -
LeBron James joins Taco Bell’s fight to liberate ‘Taco Tuesday’
The basketball star is featured in a new 30-second ad, "Taco Bleep," that censors him every time he tries to say the trademarked phrase.
By Peter Adams • Updated May 22, 2023 -
Nike faces lawsuit over greenwashing claims
A Missouri plaintiff said that 90% of the products Nike advertises as using recycled materials don’t, and that some of the recycled materials themselves are environmentally harmful.
By Daphne Howland • May 16, 2023