Blog Careers About Work Expertise Verticals

WHY Report

January 12, 2017

Here's What Makes Disney The Most 'Intimate' Brand For Millennials

Why-Disney.jpg

If you want to see how much media factors into the lives of millennials, look no further than the latest Brand Intimacy Report. This year, 93-year-old Disney tops the list and rounding out the top five were media brands Amazon, Netflix, Apple and Nintendo. Disney resonates with this age group because they grew up with the brand and it has kept up with their changing interests - it now includes popular franchises like Star Wars and Marvel.

 

Ariana Grande isn’t the only millennial with a crush on Mickey.

January 12, 2017

Why the Executive Suite Must Be Involved in Brand Name Development

Why-Brand.png

Companies often under-value the power of a brand name. While they look at some brand names and say “Wow,” they don’t necessarily understand or appreciate the investment of time, strategic thinking, and creativity necessary to create these brand names. Every year hundreds of brand name projects are delegated to junior employees. But, when naming is driven by leadership, the results are exponentially higher because the CEO has the necessary oversight to see how and where to direct the product, service, or company.

 

Don’t pass the buck.

January 11, 2017

How the Beauty Industry Became a Leading Voice for Social Activism

Screen Shot 2017-01-11 at 9.55.59 AM.pngSephora isn’t the first retailer to recognize the value in identifying its larger purpose and become more involved in the community it caters to as a force for good. Activism has infiltrated brand campaigns from Dove, Cheerios, Pantene and Patagonia have attached their names to messages of body positivity, LGBT acceptance, female empowerment in the workplace and sustainability, respectively.

Countering brand apathy

January 9, 2017

J.Crew, Gap, Abercrombie & Fitch: The Trouble With America’s Most Beloved Mall Brands

Despite efforts to turn their businesses around, J.Crew, Gap and Abercrombie & Fitch have yet to dig out of quarter after quarter of negative sales slumps because too many factors — declining mall foot traffic, the threat of Amazon, lengthy supply chains and price-conscious shoppers — have converged, rendering the situation untenable. And time is running out.

A lack of compelling brand identity

January 9, 2017

SoulCycle, Casper and Drybar Execs Reveal The Secrets to Their Cult Brand’s Success

Leaders from three of the most dynamic emerging cult brands—spin-class exercise chain SoulCycle, salon startup Drybar, and mattress-business disrupter Casper —discuss how they think about their customers, their businesses, their competition, and their culture.

 

Inspiring passion

 

January 5, 2017

As Live Streaming Booms, More Brands Seek Camera-Ready Staff

livestream.jpg

Brands have enthusiastically embraced live streaming — but not every brand comes camera-ready. Those looking to get started find themselves needing to beg, borrow or hire on-screen talent first. While some companies have tapped TV personalities to host their broadcasts, others are asking their employees to do it themselves – because audiences want to see real faces and build a connection with the people at a brand.

 

Lights, Camera, Action!

December 15, 2016

Happy Brands Will Always Win in 2017

s3-news-tmp-37903-debbie_klein--2x1--940.jpeg

2016 has delivered a series of political and social curveballs and that’s why ads like John Lewis’ Buster the Boxer have been so warmly received. We’ve seen a distinct shift from the 'sadvertising' of 2015 to this year’s positive campaigns. Featuring a little girl and her pet dog, and following criticism that last year’s ad was too much of a tearjerker, the ad capitalizes on the happiness, comfort and fantasy that is traditionally associated with Christmas.

Spread the cheer.

December 13, 2016

Formerly Hot Brands Lose Relevance – Brand Relevance Index Update 2016

Scott-Davis-Prophet-BRI-A-1-2.jpg

Scott Davis, Partner and Chief Growth Officer at Prophet, speaks about what trends, changes, and challenges the latest Brand Relevance Index reveals– and which brands from a relevance standpoint are on top and which are not.

Technology takes the top.

December 12, 2016

The 10 Best Ads of 2016

audi-duel-ads-of-the-year-hed-2016.png

It's been an undeniably rough year, but at least we had some brilliant advertising along the way to inspire, amuse and delight us. Adweek's picks for the 10 best ads of 2016 are an extremely varied collection, from comedy to drama and everything in between. And they represent many of the year's cultural touch points.

The year's best work.

December 12, 2016

Consumers More Likely to Open Marketing Emails During Holidays

christmasemails_P66brS6.jpg

Online shoppers are 68% more likely to open a retailer’s email during the holiday season than at any other time of year, according to a recent study from Adlucent. In addition, 32% of online shoppers suggested that they would be more likely to click on a retail ad.

Holiday mode on.

Topics