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.
Topic | brand marketing
Brand Marketing Strategies Are Shifting (Again) During the Pandemic
With COVID-19 cases rising, marketers are having to adjust their advertising spend once again.
Global Brand, Local Market: 5 Ways to Put ‘Glocalization’ to Work
Five ways global brands can succeed in diverse local markets.
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.
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.
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.
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.
Skechers Rips Nike Over Exploding Shoe
Sneaker brand Sketchers, as brands will do, has taken advantage of Nike’s recent bad luck.
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.
Brand as Star? Supporting Actor? Director? Producer?
Aspiring to play a specific role in the customer’s mind is, or should be, a focus for brands. But what role should they play? Hero? Mentor?
