Robert Klara
Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands. He is also the author of three nonfiction books: FDR's Funeral Train: A Betrayed Widow, a Soviet Spy and a Presidency in the Balance; The Hidden White House: Harry Truman and the Reconstruction of America's Most Famous Residence; and The Devil's Mercedes: The Bizarre and Disturbing Adventures of Hitler's Limousine in America.
Don’t Look Now, Doc, but America’s Original Influencer Bugs Bunny Just Turned 80
Merch and new opportunities, like video game franchises, keep popping up for the trickster rabbit.
Avis Joins Travel Brands in Making Germ-Killing Its Central Marketing Message
Budget's new safety pledge rests on the reputation of Lysol.
Here’s How Cornhole Landed Itself in the Big Leagues During the Pandemic
A quick adaptation in the face of Covid-19 made all the difference.
75 Years After the Hiroshima Bombing, Mazda Looks Back on the Long Road It Traveled
There are many lessons—and even optimism—that a brand can learn from a catastrophe.
Zippo Fires Up a Special Mars Lighter Following NASA’s Latest Space Launch
Brand Marketing
The latest installment of commemorative lighters from the famous American brand centers once again around space exploration.
Emirates’ Covid Insurance Is a High-Flying Piece of Brand Marketing—and Not Without Risks
The new benefit covers travelers' medical costs and quarantine measures.
How the Pandemic Is Quietly Giving This Upstart Yogurt Brand an Edge
Company aligns with a major food trend that emerged during Covid-19.
How Harpoon Brewery—Boston’s IPA Pioneer—Landed Its New Look
"They had a great story to tell, but they weren’t telling it on the packaging."
Because of Its Willingness to Change, Nascar Is Still in the Race for Younger Viewers
Removing the Confederate flag from all races was a step in the right direction for audiences.
Dr. Fauci’s Disastrous Opening Day Pitch Just Became a Home Run Trading Card for Topps
In pandemic times, even dropping the ball can be a great play.
Coke’s Touchless Machines Serve Chilled Drinks With a Side of Peace of Mind
The Touchless Freestyle machine becomes the latest vending machine to do some feel-good branding.
White Castle Just Hired a New Fry Guy—and It’s a Robot
Flippy can deep fry potatoes, but can it save on labor costs?
As More People Shop Online, Bubble Wrap Is Surging in Popularity Again
It can be found in millions of packages as well as the Guinness World Records book.
The Trusty Roomette Is Suddenly Giving Amtrak an Advantage Airlines Can Only Dream Of
New promotion advertises premium travelers long for: social isolation.
Car Salesmen Come Off as Pretty Skeezy in Vroom’s New Ads
Fresh off an IPO, ecommerce platform capitalizes on consumers' dislike of the showroom.
