#brand marketing
15 stories
From Accounting to PlayStation: Mary Yee's Brand Blueprint
Sony's marketing leader reveals how financial training and creative thinking combine to build iconic brands across gaming, beauty and consumer goods.
Adweek · 1m
How Carter's Stays Fresh After 161 Years
A heritage brand learns to evolve with each generation by listening to customer data and adapting its message.
Adweek · 1m
Sorrell's Fund Bets Big on AI Video Startup Higgsfield
Martin Sorrell's venture fund joins a $400 million Series B for an AI video company targeting agencies and brands.
Adweek · 1m
Butter's Comeback Kid Writes a Self-Help Book
I Can't Believe It's Not Butter launches Tubz, a mascot with a redemption arc told through a self-help book.
Adweek · 1m
How brands can keep up with culture
Marketers who understand what people talk about unprompted can engage authentically without looking desperate.
Adweek · 1m
How Goodwipes Disrupted the Toilet Paper Game
A startup is using shock value and unexpected partnerships to normalize bathroom talk and dethrone Big Toilet Paper.
Adweek · 1m
Why AI Can't Replace Great Agencies
Behr Paint's CMO on solving real problems, building confidence, and why strategic partnerships still need humans.
Adweek · 1m
Coca-Cola's CMO: Forget brand love, chase sales
Coca-Cola's marketing chief explains why his next agency must prove it can drive actual consumption, not just feelings.
Adweek · 1m
Starbucks finds its soul again
The coffee giant's transformation plan is working, driven by nostalgia, consistency, and campaigns that invite customers to participate.
Adweek · 1m
How Jake from State Farm became advertising's icon
State Farm's 15-year journey to turn an insurance character into a cultural phenomenon.
Adweek · 1m
How Mike's Hot Honey became a cultural icon
A Brooklyn condiment brand turned word-of-mouth into a lifestyle by staying agile and collaborating beyond food.
Adweek · 1m
Every Man Jack redefines what modern masculinity means
The men's grooming brand is ditching old stereotypes to connect with career-driven, family-focused guys.
Adweek · 1m
Niche communities are the new monoculture
Bing Chen explains how brands can authentically connect with fragmented audiences through targeted community building.
Adweek · 1m
Simon bets big on the mall as a meeting place
America's largest mall owner is spending big to sell togetherness, and the numbers say the timing is right.
Adweek · 1m
Nutrafol wants you to be an after
A hair wellness brand ditched the before-and-after photo pair and put the messy middle on the Emmys instead.
Adweek · 1m