Brand Union

When Tech Brands Pivot, Marketers Must Sell the Changes With Aplomb

The wand-waving and arm-flapping that defined a Wii-inspired generation of gamers are going out of vogue—and that's a problem for Just Dance. The video game built up a following of 54 million users who depended on motion-control technology—which game consoles from manufacturers like Sony PlaySta

Despite Wall Street’s Impatience, Twitter’s First CMO Will Have to Play the Long Game

Twitter is looking for a chief marketing officer a couple months after Anthony Noto, its chief financial officer, took over marketing on what turned out to be a temporary basis.

Should Target Put ‘Alex’ in an Actual Ad Campaign?

Should Target put "Alex"—the Frisco, Texas, kid getting a lot of Twitter love because of his Bieberish mug and the pure randomness of the Internet—in an actual ad campaign?

After Ray Rice, the NFL Needs to Go Big to Restore Brand With Women

If the National Football League addresses the Ray Rice scandal as merely a public relations problem, most

Agencies Dissect Foursquare’s Makeover

Foursquare yesterday unveiled a fresh "F-pin" logo and ultimately a new brand strategy, as it plans to release a starkly different version of its app in three weeks. Adweek asked marketing players who have used the app what they made of the pivots.