Acquisition

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  Acquisition

  Blue Apron Sheds Subscription Model, Expands Offerings in Brand Relaunch

  On Aug. 11, meal-kit company Blue Apron introduced expanded offerings, an upgraded digital experience, new creative and shed its subscription model. Here’s how the brand is communicating those changes to customers and prospects alike.

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  Branding/Marketing

  Credit One Bank CMO on Building Brand Awareness With Humor and Education

  CMO Michael Coleman discusses why humor can help educate consumers about building good credit.

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  Acquisition

  The Credibility Ladder: Aligning B2B Sales With the Modern Buyer Adoption Journey

  The historic marketing funnel, which treats buyers as leads to be captured, no longer reflects modern B2B buying behavior. Abdul Rastagar, co-founder of Sirona Marketing, offers up a new model: the buyer-aligned credibility ladder.

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  Acquisition

  Nature Made Expands Reach With HelloFresh and Food Influencer Partnership 

  Nature Made’s recent marketing initiative with HelloFresh is highly targeted, aiming to place product samples of its probiotic directly in the hands of interested consumers. Here’s a deep dive into the vitamin brand’s campaign.

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  Trends

  Report: How Brands Can Assuage Shoppers’ Concerns About Tariffs

  Facing financial concerns and an unclear future, many shoppers are planning to approach the holiday season differently than they have in the past. A report from Wunderkind outlines what to keep in mind as brands gear up for the holiday shopping rush.

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  Acquisition

  What Causes Cannibalization—and How to Avoid It in a Company Brand Portfolio

  Why a new brand may start competing with existing ones rather than strengthen the portfolio—and ways to avoid it.

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  Loyalty Marketing

  How Foot Locker’s Marketing Tactics Boost Loyalty and Long-term Growth  

  A few years ago, Foot Locker’s loyalty program had low customer penetration. Today, 50% of the company’s sales are from loyalty program members, up from just 20% one year before. Here’s how the brand made it happen.

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  Acquisition

  AdRoll Report: Prospecting Ad Spend Dips 27% as Marketers Target the Bottom of the Funnel

  Facing an uncertain economic climate and wobbly customer sentiment, marketers are collectively tightening their belts and allocating more digital ad spend toward lower-funnel campaigns.

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  Branding/Marketing

  Unilever CMO on Creating Demand Through a ‘Culture to Cart’ Approach  

  The marketing funnel is dead, said Esi Eggleston Bracey, Unilever’s Chief Growth and Marketing Officer at the POSSIBLE conference in Miami in April. Here’s a look at her “culture-to-cart” approach.

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  Data & Analytics

  Creating a ‘CMO Command Center’ to Navigate a Year of Flux

  The CMO Council’s inaugural Marketing Vitality Index has amassed a data lake’s worth of statistics and insights from myriad sources to help marketers navigate through what promises to be a year of flux.