Branding/Marketing Archives

How TextNow’s Deeper Research Led to its First National Brand Push

TextNow, known as a free or low‑cost wireless option, has launched its first national brand campaign and is stepping onto a bigger stage by attempting to show its audience the best prices for its wireless plans.

Leadership Advice

How MDVIP’s CMO Markets to Doctors and Patients Simultaneously

Most marketers today are tasked with reaching multiple audiences as they seek new paths to growth. For healthcare marketers, however, those audiences can be especially different.

Marketers on Fire

Marketers on Fire: Andy Lopez Elevated to Behr Paint CMO to Speed Digital Transformation

Andy Lopez was elevated to Chief Marketing Officer of Behr Paint Company last month. We spoke with Lopez about his new role, AI search, creator autonomy and the customer journey.

Branding/Marketing

PR Roundup: Claude’s Watermark Debate, the Say-Do Gap Is Killing Culture, and a Giant Hairball Rolls Through NYC

PR roundup covers what Anthropic’s new AI watermarking feature means for communicators navigating transparency questions, new research confirming that leadership behavior—not messaging—is the real driver of workplace culture, and how a car-sized hairball rolling through New York City streets became one of the more memorable PR stunts of the summer. Claude’s New Watermark Causing Concern […]

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Shopper/Retail

Open Farm CMO Says Brand Awareness Campaigns Need to Drive Sales

Premium pet food brand Open Farm launches its first brand-building campaign. Sales are up in its test markets, faster than expected.

Branding/Marketing

PR Roundup: Buc-ee’s Trademark Trouble, DuckDuckGo’s Brilliant Non-Product and a Data Wake-Up Call for Communicators

This week in PR: Buc-ee’s trademark enforcement sparks national backlash, DuckDuckGo sells out with a privacy stunt, and Cision reveals why more data isn’t always better for brands.

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Branding/Marketing

PR Roundup: Iran War Tops Reputational Risk Index, Tony Romo’s OWI Crisis and Hot Jimothy Summer

PR roundup covers the latest Reputation Risk Index focusing on the Iran war, what Tony Romo’s OWI arrest crisis and CBS’s silence can teach brands about crisis response, and what a little raccoon named Jimothy is teaching brands about the value of showing up fast.

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Branding/Marketing

PR Roundup: Olive Garden’s Accidental Politics, Gen Z’s New Rules of Fandom and Why Kraft Heinz Is Betting on Disney Magic

PR roundup covers an Olive Garden pasta promotion becomes a political flashpoint, new research on how Gen Z is rewriting the path to sports fandom and why the Kraft Heinz and Disney alliance is one of the best brand partnerships.

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Branding/Marketing

From Brand Storyteller to Business Strategist: MSIG USA CMO Jennifer Marino on the New CMO Mandate

CMOs used to just tell the brand story. Today, leaders like Jennifer Marino, CMO of specialty insurer MSIG USA, also shape strategy, manage reputation and steer the customer experience.

Programming

Three-on-Three and Going Public: Jeff Kwatinetz on Why Brands Are Betting on BIG3

After nine seasons, the BIG3 is primetime on BET, streaming on Fubo, and headed to the public markets — and co-founder Jeff Kwatinetz says the league’s culturally driven identity is exactly what today’s advertisers are looking for.