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
three screenshots from Maybelline's new campaign, featuring white uppercase letters on a black background reading "Maybe. We're born with it. Maybe. It's Maybelline."
Brand Strategy

‘It’s so confusing’: Punctuation changes to Maybelline’s iconic tagline are breaking brains

The beauty brand is seeking “endless possibilities” with the updates, an exec told us, but the response has been mixed, to say the least.

Kristina Monllos
two stylized mouths with angry shapes coming out of them in front of a forest green barkground
Brand Strategy

Why are two holdcos beefing online?

Publicis Groupe posted a multi-part response to WPP CEO Cindy Rose’s comments about pitchless wins. Not everyone in the industry is amused.

Jasmine Sheena
Max Homa in front of a sandcastle with a golf club in an ad for diaper brand Coterie.
Brand Strategy

This diaper brand is looking to disrupt sports advertising

Coterie is getting into golf with a campaign that’s meant to change the narrative around the mental demands of parenthood.

Alyssa Meyers
A portrait of Allison Varone, a woman with a slight smile, medium length brown hair wearing a dark high-neck sweater
Brand Strategy

Coworking with Allison Varone

She’s head of marketing, Campari America.

Kelsey Sutton
Photo collage showing a shiny red apple with a 30% off sticker on it with a collage of different typographic treatments of the word New York collected from signage and graffiti.
Brand Strategy

How Gander is designing NYC’s first city-owned supermarkets

The creative agency behind Graza and Banza is leading a consortium to bring vibrancy and history to the look and feel of the municipal grocery stores.

Katie Hicks
A photo collage of children sitting in back seat of car during family trip while their father is at the wheel, an AI spark and binary code hovers above the dashboard
Brand Strategy

GM’s AI pitch to consumers: Let us take something off your plate

The automaker is preparing to release a personalized AI assistant through its OnStar connected-car service.

Jordyn Grzelewski
Comedian Liam Kyle Sullivan reprises his Kelly character for a Firefox ad.
Brand Strategy

Inside Firefox’s internet nostalgia brand campaign

“Our biggest goal is returning to growth,” John Solomon, CMO at Firefox’s parent company Mozilla, told us.

Kristina Monllos

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