brand marketing Archives - Page 3 of 4

Marketers on Fire: Mark Kirkham, SVP and CMO of PepsiCo International Beverages

We spoke with Kirkham about recent campaigns for Gatorade and 7UP, the challenges facing global marketers today and restaging an iconic brand.

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.

MarTech

PepsiCo Talks Brand Lift, Programmatic, Measurement and Data Use Cases

How the beverage brand is adjusting to shifting consumer behaviors, leveraging programmatic and tapping into cultural moments to remain relevant.

Demand Gen

Liquid I.V.’s First National Brand Campaign Taps Legacy Media Channels and Media Mix Modeling

Unilever brand Liquid I.V. has launched its first-ever national branding campaign across TV, OTT and out-of-home media channels.

Data & Analytics

Brands on Fire: Sperry Footwear Chief Marketing Officer Elizabeth Drori on Building Brand Purpose

A conversation with Sperry’s CMO about the evolution of the brand, fashion merchandising strategies, data use cases and more.

Data Driven ROI

How Scopely’s CMO Uses Story-Driven Creative to Enhance Performance Marketing

CMO of game developer Scopely says performance marketing is about more than mathematics.

Acquisition

Brand Marketing Strategies Are Shifting (Again) During the Pandemic

With COVID-19 cases rising, marketers are having to adjust their advertising spend once again.

Demand Gen

Global Brand, Local Market: 5 Ways to Put ‘Glocalization’ to Work

Five ways global brands can succeed in diverse local markets.

Data & Analytics

How GoPro CMO Used Data Insights to Drive Marketing Strategy

GoPro CMO Todd Ballard has used consumer data and research to shift from brand marketing to education.

Demand Gen

Newsjacking Best Practices: Aviation Gin Hitches Ride on Peloton Controversy

Aviation Gin has capitalized on the media frenzy surrounding Peloton’s holiday ad. But there are best practices to keep in mind when employing this marketing tactic.