brand marketing
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Branding/Marketing
5 Ways That Scrappy Brands Can Turn Limited Budgets into Unlimited Loyalty
Start-up brands that manage to disrupt sleepy categories can create an outsized cultural impact with the right approach. Here are five ways to gain traction.
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Branding/Marketing
Carhartt’s Marketing Commits to Core Audience of Skilled Laborers
The brand’s new “Made Possible” campaign is “a celebration of hard work and the people who build the world around us,” says Norma Delaney, VP of Global Brand Marketing at Carhartt.
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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
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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Branding/Marketing
B2B Marketers: Why So Serious?
Four ways your B2B company can embrace B2C tactics to take your brand from bland to bold.
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Branding/Marketing
5 Ways to Modernize Your Legacy Brand in 2025—and Beyond
Five ways to bring your legacy brand into modern consideration, while keeping your wits, and your best bits, about you.
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Conversations
On Discover’s Latest Brand Spot: Five Questions with SVP and CMO Jen Murillo
We spoke with Murillo about the next phase of Discover’s campaign platform, how the brand is marketing it to consumers and the localized OOH campaign supporting the broader effort.
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Data Driven ROI
Why Performance Marketers Should Lean Into Brand Marketing
Many performance marketers are questioning whether they can afford to spend on direct-response campaigns to grow or maintain revenue. But for smart performance marketers, it’s not a question of whether to spend or cut. It’s a question of allocation—and of revising the old marketing practice of separating branding and performance campaigns. To get real traction with a more integrated funnel approach, consider these seven steps.
