Branding is much more than ensuring that a brand’s image is firmly rooted in the minds of its audience. Advertising and marketing professionals who truly understand branding and how to leverage it for optimal benefit can appeal to consumers’ emotions and develop a profound connection that serves to improve brand recognition and loyalty. Adweek showcases how some organizations have taken their branding efforts to innovative places, and how their unique strategies and advertising campaigns not only improved their own image, but also created memorable moments for their audience.

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Meet the Six Mascots for Bark’s New Line of Dog Treats

The cereal-inspired mascots include Hunk Stickman, Goober B. Nutty and Lucky McDuck.

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Pereira O’Dell Rethought Its Growth Strategy. It Won 5 New Clients in January Alone

Revamped marketing model drove account wins with Manscaped, Simplisafe and Sunny D.

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Coca-Cola Follows Stray Kids and Itzy Deep Into K-Pop Culture

Coca-Cola Creations partners with producer JYP, Nmixx, Stray Kids and Itzy to delve more deeply into K-pop culture and explore the fandoms' love of music, technology and fashion.

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How Ipsy Keeps Customers In the Know and Ahead of Beauty Trends

The subscription beauty membership knows what's viral before social platforms do.

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Carhartt’s Resale Program’s Been Good for the Planet—and Good at Luring New Shoppers, Too

With lower prices for vintage goods, Reworked appeals to new demographic groups.

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What Gap’s Tyla Reset Says About Virality, Nostalgia and Relevance

Gap's Y2K-inspired strategy moves the brand forward while reflecting on its 1990s and 2000s heyday.

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Don’t Let Trends Distract You From Connecting With ‘Unreasonable’ Customers

It’s imperative that we shed our bias toward assuming rationality.

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How Hellmann’s Expands the Funnel Through Retail Media

Hellmann's shares how a retail media campaign expanded the brand's customers beyond holidays.

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Coca-Cola and Time Out Made a Global Travel Guide Inspired by Cultural Moments

Coca-Cola partnered with Time Out to produce an interactive map of food destinations.

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Could a Marketing Reset Help Volkswagen Shift Gears?

Changes to marketing department follow carmaker's own admission it's 'no longer competitive.'

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Humanizing SAP—A New Chapter for the Tech Business

Julia White, chief marketing and solutions officer, discusses the introduction of SAP's new brand platform.

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Get Married in Cheetos Chapel and Walk the Chip Strip: Inside Frito-Lay’s Super Bowl Experience in Las Vegas

PepsiCo brands have a major presence in Vegas. Cheetos chapel, Tost by Tostitos.

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Brands Thrive on Consistency. Retailers Need Something Else

Winning loyalty requires a very different strategy for stores.