Cost-cutting and layoffs could hurt employer branding: Companies risk losing their employer reputations as they scale back to protect profitability.

Close to 8 in 10 branding professionals plan on allocating upfront spending to Hulu, per a survey from iSpot.tv. Peacock and YouTube TV are also major upfront spend magnets with 52% and 49% of branding professionals dishing ad dollars to those platforms, respectively.

Retail media advertising sits at the intersection of two major digital disruptions unfolding in Latin America: the meteoric rise of ecommerce and reallocation of ad dollars toward digital formats. While still nascent, retail media will play a larger part of brands’ marketing strategies in 2022.

Building breakthrough brands with staying power in the digital age will combine the best aspects of traditional mass-market branding and a modern growth-hacking mindset. Established brands and digitally native vertical brands (DNVBs) must be willing to learn from one another.

Scandal and branding issues are catching up with Harry Potter: The latest film is struggling domestically, and international box offices might not save it.

Levi, Estée Lauder executive departures demonstrate the complicated relationship between corporate and personal branding: Where does one end and the other begin?

This report breaks down the essentials of B2B branding and provides best practices and case studies for B2B companies of any size, young and old, across sectors.

But the second most lucrative sector, “services,” brought in $19.82 billion (more than any other product category) and grew 17.72% year over year—a sign that the company once known primarily for its products and branding has undergone a shift to focus on subscriptions and services. How we got here: When did Apple’s pivot to media begin?

Some have done so through public statements, while others have announced changes to company health policies, a sign that internal policy has become a crucial part of branding:. Lyft and Uber have said they will cover the legal expenses for drivers who are sued for transporting someone to get an abortion.

That’s bad news for TikTok’s social commerce plans, since micro-influencers are poised to make up a larger share of brand marketing on social media platforms due to their more niche content focuses and loyal audiences.

Use digital ads—particularly CTV—to drive branding and performance. Creating distinctive assets, a well-honed message, and breakthrough content for digital ad campaigns can achieve both branding and performance simultaneously. Brands should leverage performance data to drive positive ROI, but without overoptimizing and targeting too narrowly.

Consumer centricity is at the core of Kellogg Co.’s marketing. Watch Industry Voices: CMOs Look Ahead with Charisse Hughes, chief brand and advanced analytics officer, to learn how a holistic data approach powers the brand’s engagement, acquisition, and innovation strategies, as well as the importance of communicating a value exchange.

Retail media has revolutionized the search ad market, where most of the focus still is. But display and video ads that target consumers higher in the funnel are becoming a more important part of the mix, and technological innovation is ushering in new ad products that bring together the best of branding and the best of performance marketing.

GM owns the branding and is responsible for marketing the UBI product. In contrast, Tesla debuted its own UBI product last year built completely in-house, without the involvement of an insurer. Shared Mobility. The shared mobility market will pick up considerably in 2022, as consumers get more comfortable sharing vehicles following the pandemic’s height.

The remit of the CMOs we interviewed for this report ranges between strategic positioning, product innovation, revenue growth, customer experience, branding and creative, customer communication, data management and analytics, and so much more. The breadth of responsibilities owned by CMOs is greater than that of any of their peers. Kimberly Whitler, the Frank M.

The metaverse is expected to be a major disruptor across industries, but it's still early days for the emerging realm. In this report, we look at how different markets are embarking on their own metaverse business models.

Shared electric vehicle company Lime builds brand awareness by demonstrating the value of car alternatives in cities. Hear from Lime’s Carolyn Rosebrough, global head of communications and brand, to learn how its localized marketing approach encourages a greener way to get around.

TikTok kills two birds with one stone: The platform needs to court advertisers and become the most creator-friendly social platform. Its new initiative could do both.

On today's episode, in our "Retail Me This, Retail Me That" segment, we discuss the advantages of private label brands and what they need to do to succeed moving forward. Then for "Pop-Up Rankings," we rank the top five private label brands with the cultiest followings. Join our analyst Sara Lebow as she hosts analyst Suzy Davidkhanian.

On today's episode, in our "Retail Me This, Retail Me That" segment, we discuss direct-to-consumer (D2C) brands: where they started, what they’re up to now, and where they’re headed. Then for "Pop-Up Rankings," we rank the top five D2Cs that are going to endure in the digital age. Join our analyst Sara Lebow as she hosts analyst Andrew Lipsman.

Word of mouth trumps advertising: Intuit’s TurboTax massive deceptive ad settlement reflects a growing lack of trust consumers have in advertising.