Robert Klara

Robert Klara

Robert Klara is a senior editor for Adweek.
Robert Klara is a senior editor for Adweek, where he specializes in covering 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."

Why Changing Your Company’s Name Can Be an Operational Nightmare

Marketing chiefs of Dunkin', Jamba and WW reveal what really goes into a new corporate handle.

How Charlie the Tuna Became One of the Best-Known Brand Mascots in American History

StarKist’s 58-year-old talking fish was the original hipster.

How Jamba Put Smoothies on the Map

Now pushing 30, the brand is still squeezing all it can from the fruity segment it pioneered.

Uber’s Marketing Layoffs Say a Lot About the Brand’s Long-Term Challenges

Ad tech might solve some of Uber's problems, but not all of them.

Ticketmaster Beefs Up Its Marketing Team, Led by New CMO Kathryn Frederick

Challenges for the Live Nation-owned company include how to target would-be buyers on new platforms.

How 50-Year-Old Fla-Vor-Ice Became an Enduring American Summertime Staple

Jel Sert, the maker of the frozen sugar water in a plastic tube produces 1.5 billion pops a year.

Johnson’s Baby Powder Isn’t the First Product to Scare the Hell out of Consumers

8 troubled brands that shook the faith of American shoppers.

Why More Brands Aren’t Helping Out With the Humanitarian Crisis on the US Border

Companies face difficult choices—and the government isn’t exactly making it easy.

How a Bunch of Urban Hipsters Saved Pabst Blue Ribbon

Not so long ago, PBR was a working man’s beer.

Oatly Used Many Strategies to Succeed in the U.S., but a Marketing Department Wasn’t One of Them

Brandweek explores the unlikely rise of the quirky Swedish oat-milk maker.