TikTok has played a big part in the burst of brand affinity Gap and Aldo have been able to capture.Gap, Aldo, Adweek

What Marketers Can Learn From TikTok and Dating Apps About Loyal Customer Relationships

Voice

Brands must focus more on the ‘why’ than the ‘what’ in terms of consumer behavior.


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For a Specialty Tomato Varietal, ‘Bomb’ Is the Flavor—and the Name

Branding

How a tomato hater learned to love and market a line of sugar-sweet heirlooms and taught consumers to feel the same way.

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How Prima Is Leading the Wellness Space With Transparency and Education

Health and Wellness

Consumers' expectations are shifting beyond "clean" products.

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Beyond Influencers: How to Maximize Your Reach and Brand Loyalty

Influencers & Creators

Tapping into user-generated content on social media can help a brand connect with its customers and build a community.

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4 Ways to Leverage the Intersection of Brand and Response Advertising

Voice

The lines have blurred and there are no longer separate channels designated for awareness and conversions.

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DTC, Back-to-School Brands Are Propelling Comeback of Outdoor Ads

Out of Home

“Buying OOH earlier this year was like investing early in a hot stock,” Rappaport said. “You just didn’t want to miss it—and now if you’ve waited… well, you just have [...]

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Data Use by Brands Is Misunderstood—and It’s Time for Brands to Speak Out

Voice

Consumers see distrust and intrusion, brands see improved consumer experiences.

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Bentley Motors and The Macallan Whisky in Sustainable Partnership

Sustainability

The initial focus for the partnership will include research into sustainable material sourcing through local suppliers and the aim to deliver jointly-developed projects with curated customer experiences and events.

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The Old Are Young Again: Heineken Shows What Vaccinated People Get up to at Night

Beer, Spirits & Cannabis

Sharon Walsh, commercial director of Heineken Ireland, said in a statement that 'Fresh Beginnings' was designed to help an industrywide recovery to generate footfall and inject cash into pubs.

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Amid Rough Waters, an Ecommerce Company Hooked Aspiring Anglers With Community and Content

Performance Marketing

Catch Co. widened its net during the pandemic to reel in fishing enthusiasts.

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Ahead of Q4, Comparing Retail Media Networks Like Walmart, Target, Kroger and More

Performance Marketing

To help make your planning process a little less painful, here’s a short and sweet scorecard for a high-level view of the pros and watchouts of key retail media players.

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Who Influences the Influencers?

Influencers & Creators

Touchland gifted its hand sanitizer to influencers and never paid anyone for reviews. Afterward, it had over 2,000 collaboration requests in a single year.

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DTC Fashion Brand Balances Demand From Stilettos and Pumps, to Slippers and Sweatshirts

Performance Marketing

JustFab talked to customers to see what they wanted during the pandemic to pivot accordingly to deliver it.

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Xfinity Retail Is Putting Shoppers on TV Via Augmented Reality, QR Codes

Experiential

The challenge: can the cable operator connect ‘great entertainment’ to the in-store experience?

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Businesses Are Facing an LGBTQ+ Leadership Crisis and Lack of Role Models for Younger Talent

Voice

Past legislation and lack of workplace inclusion are significant factors in today's low number of LGBTQ+ C-suite executives.

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It’s Time to Start Measuring ‘Return on Creativity’

Columnist Network

This approach to innovation has driven investment on the media side—but almost none on the creative side.