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Topic: branding

Why It’s Time to Kill Advertising as We Know It and Start Building 'Storyworlds'

Lessons from Hollywood for marketers and brands

After spending last year completing a feature film, I came back into the advertising industry energized, fresh eyed, and realized something pretty profound. This is the most exciting time in…

How Kiehl's No-Frills Creme de Corps Became the Go-to Lotion for Stars Like Oprah

1.5 bottles sold every minute

Every brand hopes for a free plug on TV—"earned media," as the trade calls it—but endorsements don't get much better than they did on Oct. 25, 2012. On a Good…

There's Now a One-Stop Shop for Brands That Want to Work With Retired NFL Players

Football Greats Alliance reps 22,000 of them

When the Los Angeles Rams take the podium during next week's NFL draft, brands and sponsors will get a look at the new wave of football talent. But this morning,…

We're Finally on the Eve of the Virtual Reality Era, and Here's Why That Scares Marketers

No room for the old ad model in this brave new world

No single descriptor can consistently apply to the living, breathing and evolving South by Southwest Interactive Festival—except that it is as weird as Austin itself. Every year, the attendance grows and demographics…

How Fitness, Health and Beauty Trends Shaped Westin's New Visual Identity

The hotelier's look is based on living well

As a brand, Westin has a history of focusing on wellness, dating back to the launch of its "heavenly bed" in 1999. It's continuing that tradition this week by launching…

Changing Your Loyalty Program? Be Prepared for a Potentially Brutal Impact on Your Brand

Starbucks saw a 50% plunge in consumer perception

A lesson for brands thinking about overhauling their loyalty programs to save some money or boost sales: You could be doing more harm than good. The most recent brand to prove…

What Branding Experts Think About Coca-Cola’s New Product-Centric Campaign

'Taste the Feeling' replaces 'Open Happiness'

Today, Coca-Cola unveiled a new campaign and traded its 7-year-old slogan, "Open Happiness," for "Taste the Feeling," as part of chief marketing officer Marcos de Quinto's plan to unite the…

These Brands Broke the Internet in 2015

Lego, NFL and MTV led the way in social engagements

The Force was strong with Lego this year. The toy maker, one of many brands that partnered with Disney and its record-setting Star Wars: The Force Awakens, outpaced every other brand…

Disney's Massive Marketing Push for Star Wars Was Relentless, but Also Masterful

Game-changing case study shattered box office records

After a record-shattering weekend at the box office, if you haven't felt the force of Star Wars, you must be living in another galaxy. Star Wars: The Force Awakens hit…

Which Ad Buy Has a Better Bang for Your Buck: Facebook or YouTube Video?

Reebok and Pixability put them to the test

Like many major marketers, Reebok wondered where its digital video ad dollars might be better spent—Facebook or YouTube—and it partnered with Pixability to find out. The company tested its campaign…

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