brand marketing Archives - Page 2 of 4

The Illusion of Brand vs. Demand Marketing

How can marketers ensure they can elevate brand discussions to the top the agenda in C-suite or Boardroom agenda? The answer, writes our columnist, lies in quantifying and monetizing brand.

Technology

3 Ways to Safeguard Against ‘Blandification’ in the Age of AI

There’s a growing concern that the widespread adoption of AI can lead to “blandification”—a homogenization of creative outputs that lack uniqueness and personality. Here are three ways brands can avoid such pitfalls.

Video Marketing

How Non-Endemic Brands Leveraged the Super Bowl’s Pop Culture Moment

How non-endemic brands—in the airline, gaming and healthcare industries—leveraged the Super Bowl for their marketing and communications strategies.

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.

Engagement

Adobe Chief Brand Officer Talks Experiential Strategy at the 2024 Sundance Film Festival

Heather Freeland, Chief Brand Officer at Adobe, talks program strategy, engagement and advice for fellow brand marketers at Sundance.

Digital

Marketers on Fire: Gatorade Chief Brand Officer Shares Gen Z Marketing Playbook

We spoke with Gatorade’s Anuj Bhasin about the brand’s marketing approach toward Gen Z, personalization, influencer marketing and more.

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.

Loyalty Marketing

Peet’s Coffee Brand VP on Leveraging Consumer ‘Disloyalty’ and an Appreciation for Craft

Our chat with Jessica Buttimer about the campaign’s strategy, core objectives, distribution channels, technical feats and challenges, as well as the brand’s ideas for next year.