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
A woman with a Fujifilm digital camera
Brand Strategy

Why brands are embracing analog photography

Ithaca Hummus, Grillo’s Pickles, and Pinterest are looking to provide different ways for consumers to make memories and create content without the use of smartphones.

Katie Hicks
Headshot of Raqib Sheikh, a medium-skinned man with slicked back dark brown hair, short beard and mustache, wearing round glasses and a button-down shirt and blazer.
Brand Strategy

Coworking with Raqib Sheikh

He’s chief strategy officer, Super Nice.

Kelsey Sutton
Collage of images showing the Tower 28 purple and orange storefront, next to a merch wall with tote bags, and an exterior wall with surfboards leaning against it.
Brand Strategy

Tower 28 built its first standalone pop-up space for community, not commerce

The beauty brand’s first storefront was designed to engage audiences with the brand’s mission, not move product, CEO and founder Amy Liu told us.

Jennimai Nguyen
Dove Men+Care's booth at NYCC
Brand Strategy

Why Dove Men+Care tapped into fandom at New York Comic Con

The brand came back for a second year focused on fixing a persistent problem for cosplayers.

Jennimai Nguyen
Two photos of influencer Olivia Jade Giannulli in a Reformation campaign, with a photo on the left of her posing in a grey sweatshirt reading COLLEGE—a reference to the college admissions scandal she was a part of
Brand Strategy

Brands can use scandal to their advantage—but it can easily go awry

Controversial campaigns illustrate how stoking conversation can boost a brand, as well as how it can become a PR problem.

Jennimai Nguyen
Split image showing the anthropomorphic Muse mascot (a sort of soft fuzzy round yeti with a friendly smiling face and rosy cheeks) on top, and the torso of a man wearing a blue business suit beneath, cropped to look as if the mascot is wearing the suit.
Brand Strategy

Sizing up Meta’s push into the crowded world of enterprise AI

Marketing and business leaders say Muse is compelling, but they have security and trust concerns.

Patrick Kulp
Satoru Wakeshima
Brand Strategy

Coworking with Satoru Wakeshima

He’s a partner at CBX.

Kelsey Sutton

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