Brand Marketing

Unlike Its Competitors, Clorox Is Building Its Own Direct-to-Consumer Business In-House

Objective is the CPG giant’s first DTC brand, and it didn't have to go on an acquisition spree to get it.

Pepsi Creates Its Own Sparkling Rosé for Bravo Fans

The staple drink of Real Housewives everywhere gets a new spin at BravoCon.

Plant-Based Proteins Might Go the Way of WeWork

Impossible and Beyond Meat are trending—for now, anyway.

For Brands to Truly Commit to Sustainability, Packaging Needs to Get Dulled Down

Recycling has a branding problem.

How NPR Handled Its Own #MeToo Moment

Chief marketer Meg Goldthwaite on why purpose-led brands have to stay the course—especially when things get messy.

What Hilton’s CMO Is Doing to Keep the 100-Year-Old Brand Fresh

Kellyn Smith Kenny is finding new ways to keep customer experience top of mind.

Hyatt Joins IHG, Hilton and Marriott in Eliminating Miniature Toiletries

The hotel chain is replacing its miniature shampoo and conditioner amenities with larger bottles in its 20 brands.

JetBlue Adds Cheaper Basic Economy Fare Called Blue Basic

The new fare is aimed at travelers who are willing to make a few compromises—though not as many as on other airlines.

3 Brands That Successfully Used Trade Ins as a Marketing Incentive

Perhaps a competitor’s product can help sell yours, too.

Angry Birds Celebrates 10th Anniversary With Anger-Powered Scooters

The mobile game franchise is encouraging fans to let their emotions out in a campaign with Droga5.