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Topic: branding

Marketers See Shift in Search From Direct Response to Branding

Going beyond low-funnel tactics

A study released from Google today reveals that marketers are moving towards search campaigns that build top-of-mind awareness. The search giant’s new report with Ipsos MediaCT finds that branding-focused ads…

Top Chefs and Caterers Use Pot as a Secret Ingredient

Going beyond the brownie

Put down that pot brownie. In a bid to join the mainstreaming of marijuana, chefs and caterers are pairing cannabis with cuisine—not just to keep up with the times, but…

Here Is Your First Look at the New Disney Channel Logo

Ding dong, the box is gone

The Disney Channel isn't exactly rebranding, but it is changing its logo and its network IDs to reflect a new, less boxy look that is going live on most of…

Brand Genius 2014 Call for Submissions

Adweek is accepting nominations for marketing's top honor

For a quarter of a century, Adweek's Brand Genius Awards have recognized the sharpest marketing minds in the business—but we need your help in finding them. Do you know a…

This Drug Saves Lives, but Good Luck Getting It

For drugmakers, Naloxone means opportunity—and controversy

There are 700,000 heroin users in America, and they are dying from overdoses in record numbers—100 per day, by one estimate. The good news is that a drug called naloxone, first…

Another Social Media Marketer Goes Wild on Tinder

Toronto woman also spams her way into 2,000 hearts

Tinder "hacker" marketers are popping up everywhere. Now, a Toronto woman said she matched 2,000 men in 24 hours on the hot dating app, all by following a social media…

Brands Need to Stop Trying to Play Hero

The goal should be participation

Illustration: Miguel Montaner Did you ever know that you’re not my hero? There. It had to be said (or sung). Consider this amusing yet pertinent disconnect in the spirit of helping…

Chandelier’s Richard Christiansen Talks Ads, Airlines and Sheep Racing

The Aussie creative who changed advertising in New York

Richard Christiansen first learned about selling during a “vaudeville” upbringing on an Australian farm that, in the wake of a drought, lured Japanese tourists with attractions like sheep racing. Outback…

The Worst Brand Extensions of 2013

What were they thinking?

Santa's Brand Book Might Be One of the Agency World's Best Inside Jokes

Quietroom crunches consumer insights for Kris Kringle

In an era of "personal brands," there's one man who clearly needs his own style guide and appropriate-use policies: Santa Claus. Stepping in to fill the gap is British agency…

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