Brand Building

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  Technology

  Building AI Brands: Be Human-Centric, Accurate and Strategic

  When it comes to marketing AI brands themselves, there are unique challenges to that exercise, such as navigating hype cycles, pushing the human-centric element and crafting high-tech storytelling.

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  Demand Gen

  How Cotopaxi Approaches Brand-Building at Scale Through Impact-Driven Partnerships

  Three strategies to keep in mind when scaling a mission-driven business through partnerships.

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  Digital

  Marketers on Fire: Esprit Global Chief Brand Officer Ana Andjelic

  We spoke with Andjelic about her vision and strategy for the brand’s comeback, the art and science of global brand-building and what it takes to succeed as a modern CMO.

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  Acquisition

  Nielsen: Short-Term Failure to Build Brand Awareness Can Hurt Long-Term Sales

  Nielsen reports that during the pandemic brands concentrated more on trying to convert prospects into buyers rather than creating brand awareness.

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  Acquisition

  Godiva Plans to Grow its Business Fivefold in Six Years

  Godiva is investing multimillions on a new campaign “Wonder Awaits” as
  the holiday shopping season nears, CMO John Gallaway tells us.

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  Acquisition

  6 Marketing Tips from an Industry with Tight Constraints—Cannabis

  The cannabis industry is censored by most major advertising channels.
  Getting back to the basics can build those audiences.

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  Acquisition

  Carlsberg Turns its “Probably Not the Best Beer” Promise on its Head

  Carlsberg’s “probably” not the best beer in the world strategy confused customers
  and sales fell. It has a rebrew and an inspiring story to tell.

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  Acquisition

  It’s a Freakshow All Right

  Michael David Winery launched a face filter app, which allows users to
  become their favorite characters from the Freakshow wine brand.

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  Acquisition

  These 3 Brands Are Tapping Into a Powerful Differentiator — and You Can, Too

  Best Buy, Glossier and Sur la Table are turning the customer experience
  into an art form and redefining the rules to win by.

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  Acquisition

  How T-Mobile Built a Strong Connection with the LGBTQ Community

  Jen Palmer leads the Pride and Allies Employee Network Group. She shares
  strategy on marketing to the powerful LGBTQ community.