The latest marketing news and practitioner insights in Brand, updated daily.
Apple introduced its first foldable as ‘the largest display ever on iPhone.’ Three lessons in late-entrant marketing strategy for products that arrive late and cost more.
KFC created a global chief brand officer post for Taco Bell International CMO Amy Ellis Durini. Why brand strategy, loyalty and new concepts now sit under one leader.
Fighting incumbents with a similar product loses. How to create a category by proposing a completely different solution to the same problem.
Domino's is comparing its new personal Detroit-style pizza directly to fast-food icons. A look at the polarizing creative and the competitor-receipt promotion under it.
Dr. Squatch launched a nine-week, 25-challenge contest with IShowSpeed. A breakdown of creator collaboration designed around participation rather than advertising.
The UPS Store introduced Blu to promote services beyond shipping. How brand character marketing solves a specifically franchise-shaped problem.
Abundance gives shoppers permission to buy later. Three scarcity marketing levers — progress, collection, rhythm — plus the overheating each one caused.
Hershey's paired its new Creme Bars with a Billboard-topping girl group. How the campaign was built to enter Gen Z culture without feeling forced.
"Honest and friendly" in a brand book produces different work from every person. How to convert brand tone of voice into visual rules, three principles, templates and word lists.
After becoming NASCAR's official olive oil and mayo brand, Graza launched 'The Hot Lap Test.' How a small team turns one sponsorship into a 360-degree program.
Axe is mocking its 2000s image while bringing back three legacy fragrances. How Y2K nostalgia marketing works as a brand repositioning tool, not just a throwback.
Samyang's Buldak ramen marketing worked by leaving the author's seat empty: consumers filled it with the Fire Noodle Challenge, and restraint compounded into 80% overseas revenue and 22% operating margins. Anatomy of not stepping in.
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