Topic | Branding

Everything old is nude again: After a year of covering up, Playboy will resume running nude photos.

There’s an old saying about “all press being good press.” Somehow, I don’t think Ivanka Trump feels that way these days.

Authenticity is now the business of marketers and CMO’s. It’s an art form, not a tactic. And when it comes to rebranding, it must be considered as a key factor in how you develop and deliver your brand.

In my household, “Rogue One” doesn’t need any marketing. All of us exhibit extreme nerd tendencies, and with boys ages 11 and 13 in the house, anything “Star Wars” is always top.

Why is Marvel winning the superhero movie battle? It’s safe to say DC’s problem isn’t its lack of creativity—rather, it suffers from a lack of good branding.

Is your company ready for the new year? The Borenstein Group shares the Top 10 digital marketing trends you need to know now to be ready for a happy 2017.

Archer Malmo Austin – In 2015, Archer Malmo acquired Tocquigny Advertising to plant its flag in the growing Austin market. Recent additions to the team include Dan Crumrine as senior copywriter, Kate Tobin as senior brand strategist and Cedric Guerin as senior art director. A rebranding effort for client Kestra—including developing personas, research and cost-effective…

DeSantis Breindel – This NYC Top Shop recently published a study on the role of brand in asset management. For Absolute, DeSantis Breindel helped the software provider reposition its brand to appeal to senior IT pros and c-suite executives with messaging based on empowerment. The new campaign is gaining traction in financial services and healthcare…

FVM – A rebranding focused on this Plymouth Meeting, PA agency’s B2B chops and client work debuted last year. A demand generation campaign it created for specialty chemical distributor UNIVAR—featuring a virtual tour of UNIVAR’s offerings at the PestWorld event, a new ecommerce site and email nurturing—resulted in hundreds of new contacts. Seasonal FVM office…

Merritt Group – McLean, VA-based Merritt recently formalized a digital marketing services division, and has practice groups focused on business technology, government and healthcare. A branding campaign and media tour for Innovation Health helped create a viable presence for the new brand from Aetna and Inova Health System, garnering press coverage and increasing membership numbers.…