Article
| Dec 14, 2021
Cost-cutting and layoffs could hurt employer branding: Companies risk losing their employer reputations as they scale back to protect profitability.
Article
| May 10, 2022
Article
| Mar 15, 2023
Alcohol brands, in particular, must rely on heavy branding because there is less product differentiation. “[Alcohol is] a product that has a lot of history and a formula that consumers expect, so when it comes to brand awareness, partnerships are really important,” she said.
Article
| Jan 18, 2024
Marketers should reallocate additional ad spending away from traditional search toward their suite of performance and branding advertising solutions instead. Doing so will help them keep pace with consumers’ evolving online shopping habits and engage potential customers where they are most likely to be in a buying mindset. Don’t ignore the power of social media.
Report
| Dec 4, 2023
TikTok and generative AI have changed the brand marketing game more than any other development since the pivot to mobile, and social media marketers must adapt. Here are six takeaways from CMOs and marketing professionals on how to do just that.
Article
| May 12, 2023
Trader Joe’s small, curated stores and limited footprint sets it apart. Between its branding, product choice, and customer experience, there are a lot of lessons other retailers beyond grocery can learn from the Trader Joe’s model. Here are four takeaways from Trader Joe’s.
Article
| Apr 28, 2023
Close to 8 in 10 branding professionals plan on allocating upfront spending to Hulu, per a survey from iSpot.tv. Peacock and YouTube TV are also major upfront spend magnets with 52% and 49% of branding professionals dishing ad dollars to those platforms, respectively.
Article
| May 20, 2022
Building breakthrough brands with staying power in the digital age will combine the best aspects of traditional mass-market branding and a modern growth-hacking mindset. Established brands and digitally native vertical brands (DNVBs) must be willing to learn from one another.
Article
| Apr 29, 2022
Levi, Estée Lauder executive departures demonstrate the complicated relationship between corporate and personal branding: Where does one end and the other begin?
Article
| Mar 2, 2022
A healthy mix of brand marketing on digital channels is crucial for capturing the attention of younger audiences. Digital tactics must be tied to the store. In-store advertising is still highly effective with younger generations, and conversion is still more likely to happen in-store than digitally.
Report
| Aug 21, 2023
But because their preferred content spaces tend to prioritize personal experience over stylized brand marketing, transparency and authenticity are key in Gen Z-aimed messaging.
Article
| Jan 4, 2024
Brand marketing should put the top of the funnel first. More than 70% of fashion executives planned to increase spending on upper-funnel brand marketing in 2024 compared with the previous year, per the BoF-McKinsey State of Fashion 2024 Executive Survey. Fashion brands should aim to maximize visibility by emphasizing creativity and cultural relevance.
Report
| Mar 13, 2024
Theoretically, it combines the swiftness of digital advertising with the branding of TV. This makes digital pay TV advertising accessible to smaller, digitally driven brands that don’t have longstanding relationships with TV networks. But digital pay TV ad revenues are currently limited. Despite its promise, digital pay TV advertising is relatively small potatoes—for now.
Report
| Jan 26, 2024
But because their preferred content spaces tend to prioritize personal experience over stylized brand marketing, transparency and authenticity are key in Gen Z-aimed messaging. Millennials adopt habits for convenience, ease. Millennials have embraced digital-only banking and digital wallets more than any other generation.
Report
| Dec 11, 2023
Banks should double down on brand marketing and CTV. More banks are coming around to the idea of branded campaigns: Ally Financial found that consumers who saw its branded campaigns last year were six times more likely to open an account. And CTV presents an untapped opportunity as more streamers introduce ad-supported tiers.
Report
| Oct 26, 2023
Generative AI shook up advertising in 2023, but the effects in 2024 may be even deeper, as major changes to search and brand marketing appear likely. At the same time, connected cars and immersive media, in part aided by other forms of AI, will take big leaps in 2024, all while the carbon impact of advertising undergoes new scrutiny. Generative AI will reshape search.
Report
| Nov 30, 2023
CPG video ad spending will also grow quickly as companies double down on branding. CPG will increase video spending by 22.9% YoY in 2024 to reach $17.07 billion. Growth will slow to a market average of 14.9% in 2025. Technology and media will lead in video ad spending growth in 2025. Both will increase ad spending by more than 17%. Retail and CPG will help social media continue its rebound.
Report
| Feb 29, 2024
Ensure seamless integration with other touchpoints, from in-store experiences to websites, for consistent branding and enhanced consumer journeys. Invest across platforms. While Facebook and Instagram command vast audiences, TikTok and YouTube are favorites among younger demographics.
Report
| Dec 1, 2023
Its high value for branding demonstrates its strength in enhancing awareness and customer engagement. The uptick in marketing investment on TikTok reflects brands' recognition of the platform's potential to reach crucial demographics effectively.
Article
| Nov 21, 2023
RMNs must align with CPG advertisers’ branding and performance goals. Retail media’s evolution beyond ecommerce search into upper-funnel formats like display, video, streaming TV, and in-store retail media aligns with CPG brands’ heritage.
Report
| Sep 12, 2023
New branding ad formats are boosting retail media’s appeal as a full-funnel solution. Retail media has long been viewed as a performance marketing solution, but retailers in Latin America are quickly changing that with a slew of video and display ad products. Amazon launched video capabilities for its sponsored display offering last October.
Report
| Jun 20, 2023
Consider which parts of your business work with brand marketing dollars and leverage them. Hy-Vee also leveraged existing relationships with brands, talking to over 150 of them about their needs and wants before launching, Farver said. 3. Small isn’t necessarily bad when it comes to retail media. Amazon will account for 74.2% of all US retail media ad spend next year, according to our forecast.
Article
| Dec 11, 2023
Recognize the importance of brand marketing. More like this:. 3 lessons from Pepsi’s CMO on keeping a 125-year-old brand relevant. Sephora’s loyalty SVP shares tips on creating a best-in-class loyalty program. Lessons from Chewy, Target, and Alo Yoga on resonating with customers in 2024.
Article
| Nov 9, 2023
Chart
| May 17, 2022
Source: Pollfish; UpCity