Legacy brands provide a blueprint for new brands on how to remain relevant for generations while staying true to deep-rooted brand values. Delve deep into legacy brands like Pepsi, Chanel, New Balance, Nike, Walgreen’s, Lego, Neiman Marcus, Walmart, Macy’s and many more who pivot to provide value at every stage of the modern customer journey. These brands evolve with shifting consumer needs while staying true to their DNA as they undergo digital transformation and seismic changes in consumer behavior and spending habits. Journey with them as they break into new spaces like Web3, while continuing to connect with old and new consumers to meet and exceed their expectations.

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Fossil Consolidates Global Media With Assembly

Fossil kicked off a four-month media review with 15 agencies on its roster before reorganizing with the Stagwell shop.

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Heinz Ketchup Stations Heat Up Chicago’s Condiment Controversy

Heinz placed billboards outside Chicago restaurants that don't serve ketchup, allowing diners to smack them for their favorite condiment.

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Starbucks Just Dropped Its Global CMO Role. Here’s Why

Current CMO Brady Brewer named CEO of Starbucks International in leadership reshuffle.

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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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The 115-Year-Old NAACP Has Gained New Relevance by Acting Like a Brand

CMO Aba Blankson on management, marketing—and the state of corporate diversity.

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Inside the Global Quaker Campaign Making Everyone Cry

Running throughout 2024, the Quaker campaign is an example of how PepsiCo plans to market its power brands consistently around the world.

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Microsoft Battles Apple in AI and Marketing to Retain ‘Most Valuable’ Crown

As Microsoft's marketing shifts gear, its focus on AI and gaming investment propels growth.

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One Team, One Dream: What Marketers Can Learn From Dove and Nike Partnership

The Body Confident Sport program exemplifies how big of an impact brands can make together.

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The Marketing of Doctor Who Is About to Enter a Whole New Dimension

The BBC Studios Scripted department's marketing team talks Disney, brand partnerships and fandom.

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How Effective Are Recurring Holiday Ads?

The lifespan of a TV spot is relatively short, but a holiday spot can end running for decades.

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Virgin Wins Lawsuit Focused on the Strength of Its Brand Reputation

The company sued U.S. train operator Brightline for pulling out of a multimillion dollar licensing agreement.

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When It Comes to Ad Copy, Sustainability Is Not Green, It’s Gray

What Apple’s recent campaign teaches us about the future of marketing sustainability.

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Luxury Brands Are Moving From Haute Couture to ‘Haute-spitality’

Fashion houses are turning to food and hospitality activations.

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Lego’s Latest ‘Find Your Flow’ Campaign Aims to Help Adults De-Stress

The brand also teamed with musicians on a playlist of bespoke relaxation tracks.