Brand Strategy

  • Hotel receptionist helping a couple of guests in check-in process
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    Anchiy via Getty Images

    Hotel brands boost revenue after harnessing first-party data, report finds

    With their widely used loyalty programs, hotel brands are sitting on a wealth of first-party data that can be used to better cater to target consumers.

    By Aaron Baar • Dec. 5, 2022
  • Business meeting
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    skynesher via Getty Images
    Sponsored by Google

    The new B2B landscape: a guide to connecting with B2B buyers

    Shopping habits have changed across both the B2B and B2C landscape. Learn the three key themes to drive consideration, foster engagement and deliver business results in this new shopping landscape.

    By Doug Novack • Dec. 5, 2022
  • Youtube billboard saying "More than just viewers."
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    Sean Gallup / Staff via Getty Images

    Reading between the lines of YouTube’s best-performing ads for 2022

    An absence of major CPG and retail marketers on the list speaks to how those categories have adjusted strategy in a challenging year.

    By Dec. 2, 2022
  • An image from NFL Zone featuring Visa branding.
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    Courtesy of NFL

    NFL expands Fortnite presence with sponsor Visa

    The NFL Zone will be a persistent presence featuring mini-games, virtual tailgating experiences and content from creators. 

    By Aaron Baar • Dec. 1, 2022
  • Diverse teenage students using digital smart phones mobile at college campus.
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    Kar Tr via Getty Images

    An industry in motion: the greatest forces shaping marketing in 2022

    After another tumultuous year, Marketing Dive has gathered the stories that key into the biggest industry developments, whether related to emerging channels or striking the right tone.

    By Dec. 1, 2022
  • A hand holds a smartphone displaying a code for a free whopper in times square.
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    Courtesy of Burger King

    Burger King airdrops codes for free whoppers in Times Square

    Leveraging mobile to engage with consumers in highly trafficked public spaces sees renewed interest as holiday shoppers return to the streets. 

    By Dec. 1, 2022
  • Row of coke bottles
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    Scott Olson via Getty Images

    Coke names new marketing lead for North America amid strategy shift

    The appointment is one of several leadership changes taking effect in January as the company tries to reduce complexity and improve speed.

    By Nov. 30, 2022
  • A gold crown sits on a levitating pillow.
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    Courtesy of Diageo

    Crown Royal’s digital collectible sends care packages to troops

    Consumers can nominate someone they think is deserving of a digital crown through the end of the year.

    By Nov. 30, 2022
  • A green meal kit from HelloFresh inspired by the movie "Elf" sits on kitchen counter.
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    Retrieved from HelloFresh via Business Wire on November 29, 2022

    HelloFresh caters to ‘Elf’ fans with meal kits serving Buddy’s signature dish

    A limited-run holiday product includes step-by-step instructions for recreating a meal consisting of spaghetti topped with syrup and sweets.

    By Nov. 29, 2022
  • A screenshot of the Kids Foot Locker virtual Roblox experience.
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    Courtesy of Kids Foot Locker

    Kids Foot Locker opens House of Play Roblox experience

    The game, which is based on a real store concept, allows users to play mini games and collect tokens to exchange for super-powered sneakers.

    By Tatiana Walk-Morris • Nov. 29, 2022
  • A palm tree is decorated with holiday ornaments printed with the Corona logo
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    Retrieved from Corona Extra USA on November 29, 2022

    Corona turns iconic holiday ad into virtual Tannenpalm Tree Lot

    Taking inspiration from its 32-year-old “O’Tannenpalm” holiday ad, Corona has created a promotion that is both nostalgic and looks towards the future. 

    By Aaron Baar • Nov. 29, 2022
  • An image of a Taco Bell store.
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    Courtesy of Taco Bell

    Taco Bell embraces soccer, Latin culture in new ad

    The chain looks to capitalize on the World Cup in a new soccer-themed campaign featuring a diverse array of talent.

    By Nov. 29, 2022
  • 7-Eleven
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    Retrieved from 7-Eleven media kit.
    Deep Dive

    Behind the making of 7-Eleven’s retail media network — and what c-store operators can learn from it

    The chain’s Gulp Media is the first of what will likely be many retail media enterprises in the industry as companies wrestle with higher costs and an evolving digital landscape.

    By Brett Dworski • Nov. 28, 2022
  • theGrio awards annoncment
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    Courtesy of AMG

    Advertisers flock to new awards show honoring African-American talent

    Procter & Gamble, PepsiCo and Ford were among the major sponsors of TheGrio Awards, a brainchild of media mogul Byron Allen.  

    By Aaron Baar • Nov. 28, 2022
  • A person watches TV.
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    gorodenkoff via Getty Images

    As seen on: 6 ways marketers evolved product placement strategy this year

    Brands from Coors Banquet to Kraft Mac & Cheese have seen tremendous value from product placement as viewer fragmentation increases.

    By Nov. 28, 2022
  • A group of people walk on a New York City street.
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    Photo by Scott Heins/Getty Images via Getty Images

    Live shopping comes to select NYC holiday window displays

    Social buying platform TalkShopLive is embedding QR codes into retail displays, which will allow consumers to purchase featured products.

    By Aaron Baar • Nov. 28, 2022
  • A virtual Macy's Thanksgiving Parade balloon.
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    Courtesy of Macy's

    Macy’s bets on the metaverse for Thanksgiving Day Parade

    The department store is giving fans the opportunity to vote on an NFT balloon that will be made into a real-life balloon for next year’s event.

    By Nov. 23, 2022
  • LAKE BUENA VISTA, FL - JULY 09: A view of Mickey Mouse at the Walt Disney World theme park entrance on July 9, 2020 in Lake Buena Vista, Florida.
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    Octavio Jones / Stringer via Getty Images

    Disney and Snapchat partner for AR lens ahead of latest ‘Avatar’ release

    The tie-up represents an expansion of an existing partnership that includes in-park experiences and CameraKit activations.

    By Nov. 23, 2022
  • A zombie in a sweater with blond hair.
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    Courtesy of Maximum Effort

    Back from the dead: 5 brands join forces to celebrate ‘The Walking Dead’ finale

    Maximum Effort helped coordinate the effort, which saw zombie-filled commercials from Autodesk, Deloitte, DoorDash, MNTN and Ring.

    By Nov. 22, 2022
  • Frito-Lay and PepsiCo Beverages partner on “Share More Joy” campaign and debut their first national holiday commercial collaboration on Thanksgiving Day.
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    Courtesy of PepsiCo

    PepsiCo bridges snacks and beverages for shared holiday ad

    The tie-up is the first time Frito-Lay and PepsiCo’s beverages division have collaborated on a national holiday commercial.

    By Nov. 22, 2022
  • A car is parked next to a camping tent and several people.
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    Courtesy of Honda

    Honda targets Asian Americans with CR-V ads in multiple languages

    With Mandarin, Vietnamese and Korean versions of its ad spot, the brand hopes to engage a quickly growing market of many different cultures. 

    By Aaron Baar • Nov. 22, 2022
  • Two golden Christmas tree balls on wood.
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    The image by Marco Verch is licensed under CC BY 2.0

    The holiday clues in October retail sales

    Consumers will be relying on credit cards, their savings and heavy discounts in what is shaping up to be an uncertain season for retailers.

    By Daphne Howland • Nov. 21, 2022
  • A cartoon person dances with a pizza against a white background while holding a drink.
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    Courtesy of Diageo

    Smirnoff promotes safe holiday drinking with animated ‘Drops of Advice’

    The vodka brand shares advice across entertaining animated shorts in an effort that ties into parent company Diageo’s social progress framework.

    By Nov. 21, 2022
  • The cover of State Farm's first-ever CD, "Jazz Bath: The Bath Bomb Sessions."
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    Retrieved from State Farm on November 21, 2022

    State Farm riffs off new brand character with jazz CD, hotline

    “Jazz Bath: The Bath Bomb Sessions,” plays off of an existing commercial starring saxophone-playing character Jeff and quarterback Patrick Mahomes.

    By Aaron Baar • Nov. 21, 2022
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    Courtesy of Oreo

    Hitting rewind: 7 pieces of nostalgic marketing that helped consumers unplug

    Deepfakes of ‘80s action stars, Blockbuster activations and retro video games made donning rose-colored glasses easier in a challenging year.

    By Nov. 21, 2022