Brand Strategy: Page 6

  • Business team in a modern office discussing data analytics and artificial intelligence.
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    Getty Images
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    Unpacking the marketing industry trends forecast for 2026

    Marketers must remain resilient as they navigate ongoing challenges, including an uncertain economic backdrop and the advancement of AI.

    By Marketing Dive staff • Jan. 29, 2026
  • A mannequin shot from the back stares at a wall of TVs broadcasting a music video in a new ad from Crocs.
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    Permission granted by Crocs, Inc.
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    Crocs puts self-expression over algorithmic sameness with new platform

    Agency Flower Shop handled creative on “Wonderfully Unordinary,” a platform that centers on self-expression and real-world experiences.

    By • Jan. 28, 2026
  • A person holding a phone with "Ai" and a box that says "prompt" above it. Explore the Trendline➔
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    Getty Images
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    Trendline

    Top 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
  • An image of a giant logo that says Applbee's.
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    Bruce Bennett via Getty Images
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    How Applebee’s Date Night Pass builds on the chain’s marketing-led success

    CMO Michelle Chin details the return of the fan-favorite offer and the lessons she’s learned in her first few months at the Dine Brands chain.

    By • Jan. 28, 2026
  • Kraft Heinz ketchup
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    Courtesy of Kraft Heinz
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    Heinz taps into Super Bowl snack culture with novelty ketchup keg

    Developed by internal agency The Kitchen, the KegChup plays on data showing 84% of consumers make their own snacks for the big game.

    By • Jan. 28, 2026
  • People on the subway celebrate the Olympics
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    Courtesy of Coca-Cola
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    Coke’s World Cup campaign taps into unifying power of fan emotions

    Ads set to a cover of Van Halen’s “Jump” show shared excitement for a tournament that is arriving in a highly fractured political climate.

    By • Updated Jan. 29, 2026
  • aperol
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    Q&A

    How Campari is staking a claim in the low-alcohol market

    Allison Varone, head of marketing for Campari America, explains how the maker of Aperol and Crodino is attempting to resonate with younger drinkers.

    By • Jan. 27, 2026
  • A person walks past a clothing store.
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    Daphne Howland/Marketing Dive
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    Deep Dive

    Retailers look beyond social feeds for brand storytelling in 2026

    Marketers are experimenting more with channels like Substack as they focus on human-powered brand building in the age of algorithms and AI.

    By • Jan. 27, 2026
  • Dollar Shave Club Bullshit meter
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    Courtesy of Dollar Shave Club
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    How Dollar Shave Club is calling out B.S. after a Super Bowl stiff arm

    The DTC disruptor brand pivoted after its latest edgy campaign was rejected for the big game for using profanity.

    By • Jan. 26, 2026
  • A close up image of a round red sign that says "Chipotle Mexican Grill."
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    Courtesy of Chipotle/Photograph by Media Wisdom Photography Ltd
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    Chipotle’s new CMO on how the brand’s latest ad meets consumer trends

    “Choices” contrasts daily prep at the fast-casual Mexican chain with images of nuggets in fryer baskets and frozen burger patties on a conveyor belt.

    By • Jan. 26, 2026
  • an executive in business attire reads from a tablet in a meeting room
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    Getty Images
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    CMO-plus roles more prominent as marketing needs diversify: report

    CMO churn can mean leaving for more responsibilities, including CEO posts, but representation has seen little progress, Spencer Stuart found.

    By • Jan. 26, 2026
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    Justin Sullivan via Getty Images
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    P&G prioritizes data, AI to tackle fragmented ‘new media reality’

    As it looks to deliver sharper marketing and capitalize on channels like retail media, the CPG giant is emphasizing data as an industry advantage. 

    By • Jan. 23, 2026
  • Paralympian Audrey Crowley for Honda
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    Courtesy of Honda
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    Honda takes modular approach to Winter Olympics campaign creative

    The official automotive partner of Team USA will be able to mix and match assets like athlete footage to suit different media channels and verticals.

    By • Jan. 22, 2026
  • Macy's Style Crew member Raven Gates poses at an event.
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    Courtesy of Macy's
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    How Macy’s is flexing its Style Crew affiliate program beyond social media

    The department store recently experimented with its Style Crew of over 600 influencers by integrating them into in-person events and direct mailers.

    By • Jan. 22, 2026
  • A Dave's Hot Chicken storefront
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    Courtesy of Dave's Hot Chicken
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    Q&A

    Dave’s Hot Chicken CMO on building on organic growth as brand levels up

    Brandon Rhoten spent years leading creative and social strategy at Wendy’s at a time when the chain rewrote the rules for fast-food advertising.

    By • Jan. 22, 2026
  • The front of a red jeep sits in the foreground while a snowboarder is mid trick in the background.
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    Courtesy of Jeep
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    Jeep goes extreme with enhanced X Games partnership

    As viewership grows for the X Games, Jeep is expanding its relationship with the event to span on-site, broadcast, streaming and social media channels.

    By • Jan. 21, 2026
  • A image of Choice Hotels' new marketing campaign materials.
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    Courtesy of Choice Hotels International
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    Choice Hotels hones in on value in latest global marketing campaign

    Featuring entertainer Keegan-Michael Key, the ad spots highlight how Choice offers guests unique experiences and more value across its brand portfolio.

    By Jenna Graber • Jan. 21, 2026
  • Jason Brown for Hershey's
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    Courtesy of Hershey's
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    Why Hershey’s first major campaign in 8 years comes ahead of the Olympics

    The brand partnered with The Martin Agency for a new platform that utilizes MiltonOne, a bespoke Publicis Groupe solution.

    By • Jan. 21, 2026
  • New YouTube brand identity
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    Courtesy of YouTube
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    YouTube revamps visual identity amid shifting entertainment landscape

    A new typeface and illustration style are complemented by the Google-owned platform’s first motion identity, which mimics the feel of creator content.

    By • Updated Jan. 22, 2026
  • A person's face looking into a computer screen in an open plan working office. Type is being added to the screen by an Artificial intelligence, AI, chatbot.
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    Getty Images
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    Deep Dive

    How brands can assert control as AI rewrites advertising’s playbook

    As promises of one-stop, AI-powered solutions proliferate, marketers will need to navigate the changed ecosystem and separate reality from hype.

    By • Jan. 20, 2026
  • Coca-Cola cans on a pallet.
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    George Frey via Getty Images
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    Coke creates chief digital officer role to keep pace with tech demands

    Sedef Salingan Sahin will lead digital transformation efforts, including in marketing, while CMO Manolo Arroyo’s remit will expand.

    By • Jan. 16, 2026
  • Dos Equis brand character the Most Interesting Man in the world
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    Courtesy of Dos Equis/Heineken USA
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    Why Dos Equis revived the Most Interesting Man amid category headwinds

    Alison Payne, CMO for parent company Heineken USA, explains how the iconic character is being reimagined for the social-digital world.

    By • Jan. 16, 2026
  • Equinox ad
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    Courtesy of Equinox
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    Column

    Campaign Trail: Equinox uses AI to contrast fitness with digital fakery

    Created with agency Angry Gods, “Question Everything But Yourself” tackles an age of unreality that is being exacerbated by the meteoric rise of AI.

    By • Jan. 16, 2026
  • Walt Disney company logo is displayed on the floor of the New York Stock Exchange
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    Michael M. Santiago/Getty Images via Getty Images
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    Disney streamlines marketing into one unit focused on cohesion, agility

    The company is creating a new enterprise-wide unit that unites teams from Disney Entertainment, Disney Experiences and ESPN. 

    By • Jan. 15, 2026
  • A still from Norwegian Cruise Line's new ad spot, "Flip Flop."
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    Courtesy of Norwegian Cruise Line
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    Norwegian Cruise Line brings back ‘90s tagline for platform, campaign

    “It’s Different Out Here” reinforces the idea that memories matter more than amenities, pushing back against an industry often focused on the latter.

    By • Jan. 15, 2026
  • Five Sims wear Coach-inspired virtual clothing.
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    Courtesy of Coach
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    Coach expands gaming footprint with The Sims virtual fashions

    Wearable items with 65 print and color variations will be available for free to players, allowing for the creation of hundreds of different looks.

    By • Jan. 13, 2026