Brand Marketing

What Brands Can Learn About Marketing to Mothers From Serena Williams’ Chase Spot

The ad from last year shines light on the struggle without reverting to clichés.

The NYC Luxury Retail World Is Already Crowded. Can Neiman Marcus and Hudson Yards Stand Out?

In a city of famed department stores, here's how these brands can succeed.

Deschutes Is a Model for How Craft Brews Can Fight Back Against ‘Big Beer’

From packaging to pilot brewing, there's an arsenal of strategies.

With a New Advisory Council, VCU Brandcenter Charts Its Future Course

Diverse board members provide further industry relevance.

Ikea Wants You to Reach Ultimate Decorating Satisfaction With Its Kåma Sutra

Innuendo reigns in new work from Ogilvy.

Artfully Crafted, Funny and Thoroughly Charming, This Spot Introduces You to Sipsmith Gin

Ogilvy U.K. balances dry wit with meticulous storytelling to create an ad worth watching.

5 Themes That Kept Popping Up at This Year’s SXSW

Many of them intersected seamlessly across panels, activations and side conversations.

Challenger Brands Are Winning at Instilling Loyalty Among Consumers

Legacy brands: Take note.

Kevin Durant Goes Jet Setting in New 3-Part Series, Offering Personal Tours of NBA Stars’ Home Cities

Fly By is co-produced by LeBron James’ Uninterrupted and Alaska Airlines.

As Everyone Else Moves On, Miller Lite and Bud Light Keep Bickering in Their Ads

March Madness brings out a new round of Super Bowl follow-ups, but do audiences still care?