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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Vicks and Crest Have Memorable Logos, While Duane Reade and Proactiv Struggle With Recall

A new study shows Vicks and Crest have memorable logos, while Duane Reade and Proactiv struggle with recall.

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Field & Stream Is Expanding Its Brand Across Hotels, Festivals and Merch

The 153-year-old publisher Field & Stream recently unveiled a hotel concept and music festival, among other extensions.

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The Rise and Remit of the Chief Brand Officer

Prescient, brand-savvy companies are recognizing every touch point as both an engagement and a brand-building opportunity.

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Social Media Week Preview: Duolingo’s Masterminded Social Listening Tactics

Katherine Chan explains the Duo Multiverse and that 'WTF moment' during the Super Bowl.

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Why CeraVe, Velveeta and Bottega Veneta Are Putting the Paparazzi on Speed Dial

Celebrity walk shots are further blurring the line between marketing and entertainment.

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Disrupt the Annual Brand Prank War by Focusing on Strategy, Not Stunts

There is potential to disrupt the annual brand tradition by going beyond the Instagram post.

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Luxury Watch Brand Movado Is Building a Timeless Legacy

How the Swiss watchmaker is reaching the next generation with president Margot Grinberg.

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What’s the Deal With The Netflix Effect?

CMO Marian Lee is putting Netflix at the center of culture to drive viewership and capture ad budgets.

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Why Brands Should Prepare for the Rise of Super Fans

Data reveals a growing number of consumers are basing their identity on movies, music and video games.

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Living in a Sound-On World: Sonic Branding Is Key for Brand Identity

A sonic strategy must be baked into the creative process from the beginning.

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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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