The latest marketing news and practitioner insights in Brand, updated daily.
Olaplex started in a Santa Barbara garage in 2014 and opened a category with one ingredient and one patent. A case study in functional superiority beating marketing language.
Under Armour named 'Heated Rivalry' star François Arnaud a global brand ambassador, fronting 'For When It's Hot' for HeatGear — launched in North America's historically hottest week.
Ugg launched a back-to-school campaign fronted by alternative-pop band Muna and young creators, supported by paid media across Meta, TikTok, Snap and Pinterest.
In the LA pilot, 60+ events drew engagement from 66% of eligible active users — 71% among 18-to-24s. It arrives as MAU decline hits its slowest rate in 31 months.
Mega MGC Coffee's six summer drinks passed a million units in two weeks. Printing ghost stories on kiosk receipts drove 4.9 million post views.
Yeti and Wieden+Kennedy Portland reimagine its iconic logo as four-letter words, expanding the brand from hunting and fishing to anyone obsessively passionate.
The Kraft Heinz Disney partnership spans parks, cruises, and streaming — a case study in blending brand assets into one creative story instead of a logo swap.
Airbnb's travel campaign turns ruined itineraries into recovery, not failure — a case study in emotional branding aligned with its stay-first business model.
Graza sells a bottle of olive oil every 6 seconds with almost no ad spend. Here's how product decisions, not advertising, built its organic growth engine.
Kate Spade names L'Oréal veteran Allison Badea as CMO amid a sales slump, leaning on joy and optimism as its emotional branding strategy for a turnaround.
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