Brand Strategy: Page 2

  • A headshot of Nike executive Craig Williams against a grey background.
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    Courtesy of Nike
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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
  • A campaign image promoting a tie-up between Bacardi Rum and Stadium Goods
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    Courtesy of Bacardi Rum
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    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 • May 25, 2023
  • Bike lane in evening. Sign for bicycle painted on the asphalt. Car and traffic in background. Dividing line. Shadow from sunset sun. Explore the Trendline➔
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    olaser via Getty Images
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    Trendline

    The 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
  • Smoothe King romance novel created by ChatGPT
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    Courtesy of Smoothie King
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    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 • May 25, 2023
  • A muscular video game avatar with a red boxing glove and blue vest stands next to a red chili.
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    Courtesy of Chipotle
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    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 • May 25, 2023
  • Digital screens in a store.
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    Courtesy of Cooler Screens
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    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 Little Mermaid Happy Meal
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    Courtesy of McDonald’s USA
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    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 • May 24, 2023
  • Three phone screens showcasing Peloton Gym.
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    Courtesy of Peloton
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    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 • May 24, 2023
  • A group of executives meet
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    fizkes via Getty Images
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    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 • May 23, 2023
  • A side-by-side comparison of Kraft Singles packaging before and after the brand refresh.
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    Courtesy of Kraft Heinz
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    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 • May 23, 2023
  • A BMW iX on the road
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    Retrieved from BMW on May 22, 2023
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    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
  • A person watches TV.
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    gorodenkoff via Getty Images
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    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 • May 22, 2023
  • A close shot of fingers typing on the keyboard of a laptop with a picture of a milk carton on the walmart website
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    Permission granted by Walmart Marketplaces
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    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 • May 22, 2023
  • Two distressed and desperate businessmen sitting beside broken banknotes, dollars
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    sesame via Getty Images
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    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
  • CMO Melody Lee wearing a gray shirt standing outside
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    Permission granted by Mercedes-Benz USA
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    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 • May 19, 2023
  • An image of people gathered around a campfire tied to L.L.Bean's "off the grid" announcement surrounding Mental Health Awareness Month.
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    Courtesy of L.L.Bean
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    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 • May 18, 2023
  • NFL commissioner Roger Goodell takes center stage at YouTube's 2023 Brandcast presentation.
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    Permission granted by Getty Images for YouTube
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    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 • May 18, 2023
  • Warner Bros. Discovery upfront 2023
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    Courtesy of Warner Bros. Discovery
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    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 • May 18, 2023
  • Pepsi Bad Bunny
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    Courtesy of Pepsi
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    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 • Updated June 1, 2023
  • A blue case of University of Texas co-branded Bud Light against a white backdrop
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    Courtesy of Anheuser-Busch InBev
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    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
  • A photograph of Nathan Louer, chief brand officer at Jamba.
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    Permission granted by Focus Brands
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    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
  • A side profile shot of Oscar Mayer's Frankmobile, a rebranded version of the Wienermobile, sitting in a parking lot
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    Permission granted by The Kraft Heinz Company
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    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 • May 17, 2023
  • A Roblox avatar wears H&M's Stranger Things collection
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    Courtesy of H&M
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    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 • May 17, 2023
  • A group of people on bikes and skateboards ride a road near a mountain range.
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    Courtesy of Anheuser-Busch InBev
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    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 • May 17, 2023
  • An envelope and document related to Taco Bell's petition to eliminate trademarks over Taco Tuesday sit on a desk next to a purple pencil and pen.
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    Permission granted by Taco Bell Corp.
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    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 • Updated May 22, 2023
  • "Do the right thing" sculpture at the Nike headquarters in 2018
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    Natalie Behring via Getty Images
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    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