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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Eurostar’s Marketing Chief on Putting the Star Back in the Brand

Mario Rauter discusses the process behind the new marque and how it will be communicated

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Ford Has No Desire to Be the ‘Apple of the Automotive Industry’

Ford of Europe's ad boss wants to bring American 'swagger' to EV marketing.

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Adobe CMO Ann Lewnes to Retire After 16 Years

Lewnes' industry-defying long tenure comes after a "radical transformation" for Adobe's marketing organization.

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Burger King Hires Patrick O’Toole as New CMO in Brand’s Bid to ‘Reclaim the Flame’

The new marketing executive joins after nearly a year as CMO for Mountain Dew.

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Let’s Talk About Brand Podcast: Brand Positioning With Todd Irwin

In this episode of Let’s Talk about Brand, Todd Irwin of Fazer shares what brand positioning means, why it's important and how to work on it for your own brand.

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Sonic Branding Will Give ‘Voice’ to New Tech in 2023

As we evolve into an even more audio-first world, 2023 could be the year of the sonic boom. 

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H&M’s Roblox Experience Is an Experiment in Virtual Fashion

Retailer wades deeper into Web3 with "Looptopia."

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A Look at Some of the Biggest Branding Bloopers and Blunders of 2022

A marketer can learn a lot from missteps like these.

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4 Activations That Showcased Why Art Basel Is the Must-Attend Place for Brand Engagement

For marketers looking to connect with and define culture, this growing festival is the new priority.

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BrewDog Reprises CMO Role to Drive Business Forward

The brewer's first, and last, CMO was on the job for just three months.

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Quad’s Clients Can Experiment With Pop-Up Shops in Its Latest Office in New York

The global marketing experience company will have collaborative new space and pop-up store activations for clients.

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Agencies Are Developing Their Own Products to Show Clients They Know How to Build a Brand

Shops can attract new business through bold product launches.

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TAG Brands Consolidates Media Upward of $150 Million With Dentsu X

Dentsu X won the business in July following a review and started work in September.

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Why PointsBet Is Resorting to Shock Marketing Like the Drew Brees Lightning Strike Stunt

Why the challenger brand is stirring the sports betting pot.