Branding/Marketing Archives

Crayola Grows Up: How a 123-Year-Old Kids’ Brand Is Rewriting its Playbook for Adults

With the launch of Crayola All Grown Up, the brand is making its biggest push yet toward marketing to adults.

How a Well-Known License Propels a Toothbrush Brand

How U.K.-based toothbrush brand Ordo is breaking into the U.S. by marketing its electric children’s brushes with Squishmallows, Wicked and Minions licenses.

Branding/Marketing

Fandom FOMO: What It Is and How to Catch the Fun Before It Waddles Away

PR and communications leaders have historically been trapped in a reactive loop. We build strategies around what we already know to watch, measuring keyword volumes after a trend has already spiked, instead of following fandom.

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Branding/Marketing

The Best Conversations at Cannes Weren’t About AI

Between the marketing jargon, branded tote bags and exclusive yacht brunches, Cannes conversations around the future of communications gained momentum on some of the biggest stages.

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AI

Everpure’s Rebrand Reflects the New Rules of B2B Marketing in the AI Era

Everpure CMO Lynn Lucas dishes on the company’s rebrand, how AI is changing marketing and why trust remains a critical differentiator in B2B.

Branding/Marketing

Five Questions With Kevin Wong: How The Trevor Project Is Keeping Its Mission Visible When Corporate Pride Support Is Uncertain

Drawing on his experience leading communications for The Trevor Project, Kevin Wong discusses how to maintain mission visibility amid shifting corporate priorities, including during Pride, what authentic partnership actually looks like and how to turn earned media moments into lasting impact.

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Branding/Marketing

PR Roundup: Apple’s Price Hike Playbook, Social Owns the Crisis Moment, and Starbucks Embraces Employee Storytelling

Apple offers a lesson in getting ahead of bad news, new Sprout Social confirms that social media is now the front line of crisis, and Starbucks turns to employee creators.

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Branding/Marketing

The Case for Communicators at Cannes Lions

Cannes Lions has long been considered a marketing and advertising festival, but as the media industry fragments and the ways brands reach audiences multiply, communicators can no longer afford to watch from the sidelines.

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