The latest marketing news and practitioner insights in Brand, updated daily.
Starbucks' Pumpkin Spice Latte campaign leans into the 'basic' meme instead of dodging it, with Martha Stewart delivering the counterpunch. The video topped 10 million Instagram views, and the TV spot stars fan-made UGC.
Dr Pepper's Fansville campaign enters its ninth college football season with a working formula: protect what's recognizable, refresh what's relevant. Last season's 2,500 marketing permutations drove 2x sales lift and ~30% higher incremental ROAS.
Coke's 'Fan Work Is Thirsty Work' platform returns for college football with campus creator content, a first-ever Yahoo fantasy tie-up, and packaging for 25 teams — a flanking strategy around Pepsi's NFL lock.
United aired ESPN's Fantasy Football Marathon live from a flying 737 to prove its Starlink Wi-Fi — a brand activation built on demonstration instead of adjectives. Here's how the play was structured.
Ann Taylor launches 'This Is Ann,' its first integrated campaign since 2017. The real lesson of this brand relaunch is sequencing: the newsletter came first.
When AI levels up everyone's output, doing good work stops being a differentiator. The marketer behind Korea's first million-subscriber corporate YouTube channel names three conditions: concept, system, and assets.
Crocs introduced brand mascot Niles as a long-term investment in scalable IP rather than a one-off campaign asset. Here is what separates a durable brand mascot from a disposable ad character.
Cava posted 9% same-restaurant sales growth while spending just over 1% of revenue on marketing. Here is how in-house social, loyalty tiers and analog experiences replace media budget.
Remaking a 30-year holiday tradition with AI, without actors or real trucks, drew one verdict: soulless. A framework for separating assets that can be generated from those that cannot.
Life Workshop grew from ₩200M in capital to ₩32.3B in annual revenue starting with a single dehumidifier. Compression strategy, subtracted design and honest value pricing.
"The World Will Wait" asks younger consumers to put phones down and eat together, extending Coke's food-pairing positioning with an AFK-inspired creator program.
The tool brand's global campaign mocks overengineered gadgets and industry marketing through Stan, a sentient toolbox — while its parent flags a possible 2027 price increase.
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