Portrait of Robert Klara

Robert Klara

Robert Klara is the senior editor of brands at Adweek, specializing in the evolution and impact of brands. He is also the author of three nonfiction books: FDR's Funeral Train: A Betrayed Widow, a Soviet Spy and a Presidency in the Balance; The Hidden White House: Harry Truman and the Reconstruction of America's Most Famous Residence; and The Devil's Mercedes: The Bizarre and Disturbing Adventures of Hitler's Limousine in America.

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Born 125 Years Ago, the Swiss Army Knife Remains a Staple

Perspective

How a multifunctional blade from Switzerland became quintessentially American.

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SoulCycle Says Peloton Bikes Are Just Great—for Recycling

Branding

In a brash new offer, the spinning giant will swap classes for unwanted Pelotons.

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Why You’re Seeing More and More Brands Popping Up in Movies and TV Shows

Branding

The right placement is like hitting the marketing lottery.

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How Igloo Got Its Cool Back

Perspective

America's best-known ice chest regains its reputation for style, with modern flair.

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Why Bentley Is Putting a 1929 Roadster Back Into Production

Automotive

The Speed Six is beautiful—but it's the brand image that's getting the real polish.

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St-Germain’s Meteoric Rise to Become ‘Bartender’s Ketchup’

Perspective

The fragrant French liqueur in the instantly iconic bottle only debuted in 2007.

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Finally, a Cologne That Lets You Smell Like Bacon

Branding

Weird fragrances are actually a tried-and-true branding tactic.

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How a Little Ditty Written as a Goof Became One of TikTok’s Biggest Hits

Branding

Thomas Hewitt Jones wrote the ditty as a goof. Now, it's a sensation.