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.
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.
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.
Targeted demographics are often too broad or general to resonate with a specific segment of consumers for brand marketing.
Sneaker brand Sketchers, as brands will do, has taken advantage of Nike’s recent bad luck.
Gillette's new spot has sparked passionate dialogues. But despite lots of support, some said the Gillette spot painted men in a bad light and sparked the hashtag #BoycottGillette.
Aspiring to play a specific role in the customer’s mind is, or should be, a focus for brands. But what role should they play? Hero? Mentor?
Learn the pitfalls brand marketers need to avoid when trying to build relationships with consumers.
In the “Age of the Customer,” the key question for branding has become: Does your brand have the attributes—the soul—to attract the right audience?
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