Category Archives: Marketing Innovation

Trackhouse and Pitbull are bringing a very different kind of brand strategy to NASCAR

  By Jeff Beer May 03, 2023 When it comes to graphic designs on NASCAR race cars, there is a formula we’re all pretty familiar with: the big numbers and the sponsor names and logos plastered in a varyingly creative collage. But this past weekend at Delaware’s Dover Motor Speedway, there was a new approach. … Continue reading Trackhouse and Pitbull are bringing a very different kind of brand strategy to NASCAR

Fanatics debuts new MLB rookie patches as part of its expansion into collectibles

  By Rafael Canton March 30, 2023   When Fanatics agreed to exclusive licensing deals for trading cards with the MLB, MLBPA, NBA, NBAPA, and NFLPA, the deals opened the company up to a breadth of opportunities to create new sports trading cards and collectible products.   When it acquired sports trading card company Topps … Continue reading Fanatics debuts new MLB rookie patches as part of its expansion into collectibles

AB InBev is named Cannes Lions Creative Marketer of the Year 2 years in a row

By Jeff Beer March 16, 2023   For the first time ever, Cannes Lions has named a back-to-back winner for its Creative Marketer of the Year award.   The marketing and advertising industry’s biggest awards show and conference has named AB InBev as its 2023 recipient, coming on the heels of the global brewing giant’s … Continue reading AB InBev is named Cannes Lions Creative Marketer of the Year 2 years in a row

The marketing genius who got you hooked to see ‘M3gan’ and ‘Cocaine Bear’

  By and Jeff Beer March 12, 2023 Do you believe in love at first sight? For a marketer, the phenomenon occurs when what you’re tasked with selling has an immediately identifiable characteristic that you just know will spark people’s interest and attention.   For Universal Pictures’s chief marketing officer Michael Moses, it happened at … Continue reading The marketing genius who got you hooked to see ‘M3gan’ and ‘Cocaine Bear’

Marie Kondo is messy now—and it’s actually expanding her brand

  By Rob Walker February 03, 2023 Branded is a weekly column devoted to the intersection of marketing, business, design, and culture. At first, it looked like Marie Kondo had deeply undermined one of the most successful personal-brand stories of the past decade. According to a Washington Post article, the author, Netflix star, business owner, and … Continue reading Marie Kondo is messy now—and it’s actually expanding her brand

Pepsi’s new Gen Z soda and the futile quest to be the brand of a generation

  By Jeff Beer January 22, 2023 Ever since Pepsi first pitched itself to your parents and grandparents as a youth-focused brand back in 1963—“Come alive! You’re in the Pepsi Generation!”—there has been a steady stream of soda marketing and entire brand launches conceived for the sole purpose of enticing young, cool, (and lucrative) tastebuds. … Continue reading Pepsi’s new Gen Z soda and the futile quest to be the brand of a generation

Why advertisers are pouring more money into TikTok, even as the government threatens to shut it down

  By Rob Walker January 20, 2023 Branded is a weekly column devoted to the intersection of marketing, business, design, and culture. As popular as it is, TikTok has critics—very serious critics, with very serious concerns. This isn’t just the usual social-media griping (misinformation, dubious trends, etc.). The addictive-video app has already been banned from government … Continue reading Why advertisers are pouring more money into TikTok, even as the government threatens to shut it down