brand marketing

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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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  Data Driven ROI

  How Scopely’s CMO Uses Story-Driven Creative to Enhance Performance Marketing

  CMO of game developer Scopely says performance marketing is about more than mathematics.

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  Acquisition

  Brand Marketing Strategies Are Shifting (Again) During the Pandemic

  With COVID-19 cases rising, marketers are having to adjust their advertising spend once again.

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  Demand Gen

  Global Brand, Local Market: 5 Ways to Put ‘Glocalization’ to Work

  Five ways global brands can succeed in diverse local markets.

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  Data & Analytics

  How GoPro CMO Used Data Insights to Drive Marketing Strategy

  GoPro CMO Todd Ballard has used consumer data and research to shift from brand marketing to education.

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  Demand Gen

  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.

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  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

  3 Steps for Using Audience Culture to Improve Brand Marketing

  Targeted demographics are often too broad or general to resonate with a
  specific segment of consumers for brand marketing.

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  Acquisition

  Skechers Rips Nike Over Exploding Shoe

  Sneaker brand Sketchers, as brands will do, has taken advantage of Nike’s recent bad luck.

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  Acquisition

  Gillette’s New Ad—Razor Sharp or Cutting it too Close?

  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.