By Jeff Beer June 10, 2023 When Jae Goodman stepped down as CEO of creative ad agency Observatory last summer, he didn’t know what his next chapter would be. He had spent the previous 16 years building a portfolio of award-winning work predicated on the thesis that brand entertainment could have a significant impact … Continue reading There’s going to be more brand entertainment than ever. These guys want to make it actually good
Marketing inspiration and ideas are out there for the taking. With some awareness, they’re easy to find. Here are some tips. Steve Petersen on May 12, 2023 Are you looking for inspiration to improve your organization’s marketing performance? Well, there’s plenty of inspiration if you keep your eyes and ears open. This may seem obvious, … Continue reading Where to find marketing ideas to boost your performance
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
By Marcus Collins May 02, 2023 Fans, tribes, neotribes, community, networks, cultures of consumption, and all the many monikers that go by different names all amount to the same thing: people. If you want to get people to move, then you must focus on people and their proclivity to connect. These connections, of … Continue reading Why the power of brands is getting more tribal
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
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
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’
With increased pressure to prove the value of marketing, it’s time to revisit the MMM approach. Jason McNellis on March 2, 2023 Boards and the C-suite expect CMOs to lead the way to profitable growth in 2023 despite various macroeconomic pressures manifesting into the “triple squeeze,” making everything more expensive. And although marketing budgets, as … Continue reading Marketing mix modeling: A marketer’s guide
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
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
