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
New Yorkers out to celebrate the NYC Pride wave flags along the street.
Brand Strategy

'Funding joy': How NYC Pride planned for another year of reduced corporate allyship

The nonprofit scaled back its budget for 2026, anticipating less funding from big brands once again.

Kristina Monllos
A man in black dance attire stands next to a woman in a pink ballet skirt and leotard. He holds one of her arms outstretched as they face the camera, while she holds a bouquet of flowers in the other. More flowers are scattered on the ground behind them, which is a mostly barren room but features an off-red couch, side tables with lamps, and an arm chair.
Brand Strategy

En pointe: Why brands are embracing the aesthetics of ballet

In the era of AI, the hard skills of the performing arts are appealing, one branding expert told us.

Jennimai Nguyen
The Ordinary white bus driving through Brooklyn
Brand Strategy

Turns out operating a free (branded) bus is harder than it looks

Beauty brand The Ordinary hoped its NYC bus line would showcase its brand accessibility, but the stunt was shut down within days.

Katie Hicks
Two women look on at the Statue of Liberty. One of them holds a Coca-Cola.
Brand Strategy

How a road trip across the USA informed Coca-Cola’s America 250 campaign

“It was probably one of the best road trips I’ve ever had,” Joe Sciarrotta, deputy CCO at Ogilvy Worldwide, told us.

Kristina Monllos
Screenshot of Discord Obsession Quest, which displays the broken One Wish WIllow stick on a desk with other movie objects and the phrase 'I wish Nikki Freeman loved me more than anyone in the entire world.'
Brand Strategy

How Focus Features is building deeper film engagement on gaming platforms

With recent and upcoming releases “Obsession” and “Pressure,” the studio is leaning into immersive games to drive engagement and connection, one exec told us.

Jennimai Nguyen
Headshot of a Christy Roach, a woman with center-parted long dirty blonde wavy hair framing her face with a beaming smile wearing a black top.
Brand Strategy

Coworking with Christy Roach

She’s CMO, AirOps.

Kelsey Sutton
Still from a Coinbase ad, showing the view from a security camera of traders crammed into an elevator, presumably heading home after markets closed.
Brand Strategy

Why Coinbase is leaning on product-focused marketing for the first time

“We’re really focused on giving a voice to a utility that straddles” Big Tech and finance, CMO Catherine Ferdon told us.

Kristina Monllos

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