Shape Brand Strategy. Establishing a brand’s identity and boosting its recognition and reputation have always been core functions of marketers. While the role of the CMO places more emphasis on revenue growth than before, the importance of relating to consumers is greater today than it has ever been. Creating an emotional connection with consumers remains a central goal of marketing.

The bigger picture: Apple has made security and privacy the tentpole features of its brand identity and claims that it has the safest smartphones and services ecosystem. But exploits like Pegasus—which can also hack Android devices—and last year’s SolarWinds zero-day iOS hack prove that no phone is completely immune to hacking. Apple now needs to double down on the iPhone’s security features.

Apple risks replicating a misstep made by WhatsApp earlier this year, where user backlash to its new privacy update tarnished its brand identity, resulting in surging downloads of competing messaging apps.

The direct-to-consumer (D2C) model has been making waves over the past few years, as a greater emphasis on owned and operated online channels has been placed. In 2020, this model became even more attractive as brands and retailers faced disrupted supply chains, delayed orders, and store closures.

Brands look to better serve minority audiences: The growing buying power of US Hispanic, Black, and other communities of color means diversity can be good for business.

Memes can be an inexpensive and powerful tool for brands to connect and engage with their audiences on social media. They can help build brand equity and awareness through in-the-moment, lighthearted content.

Internet memes are not a new phenomenon, but the events of 2020 have spurred their consumption. Despite their popularity among social media users, marketing with memes can still be a risky business for brands.

Personal values influence choices: As shared values become the influencing factor in selecting products and services, Deloitte found, negative interactions become more likely to drive consumers to seek services that better reflect their identity and affinities. As a result, financial institutions that fail to address and improve equity issues will risk losing market share and brand strength.

While marketers have several options, one way brands can address this identity crisis is by encouraging safe data collaboration with other parties. Data clean rooms create safe spaces to enhance and expand consumer data knowledge. But new technology—especially when it involves sharing customer data—necessitates skepticism and due diligence.

A B2B company’s brand does a lot of heavy lifting. It is the embodiment of who the company is, what it stands for, and how it will serve its customers, employees, and (in a more grandiose fashion) its industry and society.

They are increasingly demanding that the places they work, the institutions where they study, and the brands they patronize share their commitment to inclusive values and practices. Gen Z gravitates toward companies and brands that celebrate them as individuals. They don’t want to be part of the herd and favor brands that help them express their unique identities.

But the question remains of how the company could move forward with a geographical exception to privacy when it’s been pushing this campaign as a centerpiece of its brand identity, promising that consumers will get stricter privacy settings.

JPMorgan published a white paper under its Onyx brand, in tandem with its Decentraland launch, arguing that the metaverse’s potential depends on innovations in technology, commercial infrastructure, and privacy and identity.

The card’s benefits also include zero fraud liability, identity theft insurance, and Amex lifestyle perks like dining and entertainment discounts. The bigger picture: Bread Financial is repositioning itself as a tech-forward and consumer-focused brand. Bread Financial rebranded in March, taking up the name of the buy now, pay later (BNPL) startup it acquired in 2020 for $450 million.

But lacked representation at smaller, local events. eMarketer: Diageo has an extensive brand portfolio—how did you prioritize which brands to showcase and which communities to showcase them in?

Fabrick™ — Neustar's identity-based customer cloud for brands, publishers, and platforms — powers data management, media activation, and marketing analytics for a future without cookies and MAIDs. Drive stronger outcomes and gain a competitive advantage in the new post-device-ID reality with the latest in identity-powered media and measurement. Learn More.

Fabrick™ — Neustar's identity-based customer cloud for brands, publishers, and platforms — powers data management, media activation, and marketing analytics for a future without cookies and MAIDs. Drive stronger outcomes and gain a competitive advantage in the new post-device-ID reality with the latest in identity-powered media and measurement. Learn More.

Fabrick™ — Neustar's identity-based customer cloud for brands, publishers, and platforms — powers data management, media activation, and marketing analytics for a future without cookies and MAIDs. Drive stronger outcomes and gain a competitive advantage in the new post-device-ID reality with the latest in identity-powered media and measurement. Learn More.

Fabrick™ — Neustar's identity-based customer cloud for brands, publishers, and platforms — powers data management, media activation, and marketing analytics for a future without cookies and MAIDs. Drive stronger outcomes and gain a competitive advantage in the new post-device-ID reality with the latest in identity-powered media and measurement. Learn More.

It seems like a given sometimes that brands should be collecting all the first-party data they can. Sharon Harris, global CMO at agency Jellyfish, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss why that's the wrong approach, what brands should consider before collecting data from their audiences, and what they should do with it once they have it.

We estimate that one in four US internet users will use TikTok this year, and adult users will spend almost 32 minutes per day on average with the short-video app. Evan Horowitz, co-founder and CEO of creative agency Movers + Shakers, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss TikTok's ad products, how advertisers are using the app to build brand equity, and the need to tailor social creative to make sense for each platform.

On today's episode, we discuss in-person events in 2021, how to put on an engaging hybrid conference, and how to consider making money from virtual events. We then talk about Twitch's "Brand Safety Score," new ads envisioning post-pandemic life, and TV makers leaving no ad spot unturned. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Jillian Ryan.