Brand Strategy

Learn how top brands are mastering brand strategy to reach new audiences. Our reporting offers a deep dive into the creative and technical side of the industry.

Agencies & Partnerships
Consumer Insights & Behavior
Core Brand Strategy
Creative & Storytelling
Experiential & Event Marketing
Future of Brand Strategy
Leadership & Organization
Marketing Channels
Purpose, Ethics, & Responsibility
Strategy & Planning
Collage of screenshots from ads, clockwise from top left: From a Meta ad, a woman smiling lying down as viewed from above, with copy across her face that reads "The future is for everyone," next from Anthropic a beekeper admiring their hive with the copy "...to be more human again," and lastly from Liquid Death, a group of people traipsing through a meadow holding vessels filled with urine, singing about using pee instead of water to cool data centers "to save humanity."
Brand Strategy

Amid growing AI distrust, humanity takes a front seat in advertising

Ads across industries imbued with human-centric optimism is like “the real-life version of Captcha,” Andy Pearson, VP of creative for Liquid Death, said.

Kristina Monllos
Headshot of Bryant Kohler, a light-skinned man with short wavy dark brown hair and stubble wearing a black shirt, holding his chin in his hand thoughtfully while smiling at the camera.
Brand Strategy

Coworking with Bryant Kohler

He’s managing director, partner, Conscious Minds.

Kelsey Sutton
Hand holding a Grey Goose Honey Deuce in commemorative cup overlooking the courts at the 2026 US Open.
Brand Strategy

Have we reached peak Honey Deuce?

US Open sponsor Grey Goose sold more than 730,000 of the iconic cocktails at the tournament last year. Now the brand is focused on elevating the fan experience.

Alyssa Meyers
Image of Whoop 4.0 fitness tracker on a person's wrist
Brand Strategy

Inside the marketing powering Whoop’s ‘pivotal’ next act

With a new slate of executives at the helm, the wearables company is focused on making deeper inroads in sports sponsorships as it looks to win over women consumers, CMO DJ van Hameren said.

Jasmine Sheena
A graphic featuring Jack in the Box collectibles, including a bag charm, antenna charm and water bottle
Brand Strategy

Behind Jack in the Box’s push into collectibles

“People want more for their money, and it goes beyond the food,” Sheena Dougher, VP of brand marketing at Jack in the Box, told us.

Kristina Monllos
A massive brown ball of human hair, about 10 feet in diameter, in the middle of a crosswalk in New York, with the awning of an NYC gift shop and pedestrians walking visible in the background.
Brand Strategy

How K18 made its Tumblehair activation, a giant ball of actual human hair

With the help of an agency partner, the beauty brand collected billions of hair strands, sewed them together, and pushed the resulting mass through NYC.

Jennimai Nguyen
Lavazza Tablì coffee system.
Brand Strategy

Lavazza plans to provide more than just a caffeine boost to US Open fans

For its 12th year as a tournament sponsor, the coffee brand is looking to “reinvent” its presence this year, an exec told us.

Alyssa Meyers

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