Rebrand
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Engagement
Liquid I.V.’s Senior Brand Director on Launching its First Brand Refresh
A conversation with Brittany Shaw, Liquid I.V.’s Senior Brand Director, about the strategy and tactics behind the company’s first brand refresh.
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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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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.
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Acquisition
Brand Relaunch This Year? Here are Six Tips to Consider
Follow these six tips to help meet your long-term goals for a brand relaunch.
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Acquisition
Avon Wipes Clean its Marketing Playbook with a Fresh Makeover
Avon has a three-point plan to disrupt the category that is aimed directly at Gen Z.
Chief Brand and Beauty Officer James Thompson is handling the rebrand. -
Acquisition
Puerto Rico’s Brilliant Marketing Elbows Hurricane Maria Out of the Picture
Leah Chandler, CMO at the Destination Marketing Organization, talks about the challenges she took on and how the team came up with its brilliant strategy to get marketing—and tourism—back on track.
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Acquisition
How Wyndham is Uniting All of Its Hotels Under One Brand
Wyndham CMO Lisa Checchio on the marketing strategy and multi-million
campaign that pulled 20 brands under one cohesive umbrella. -
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. -
Acquisition
Susan G. Komen Ignites Campaign Around Reality of Breast Cancer Deaths
Events, like “Race for the Cure” celebrate survivors, but leave a subtle message that breast
cancer is curable. In a new campaign, Susan G. Komen says the fight rages on. -
Acquisition
How Sun-Maid is Back in the Spotlight After a Decade in the Dark
With the new “Grow Young” campaign, Sun-Maid has big plans to pull itself back
up into the sunshine targeting a growth goal of $100 million in five years.
