Tag: Brand Strategy

April 29, 2022

With its creative and media appointment, Restaurant Brands International caps off a yearlong marketing shakeup that began when its global marketing head and longtime Burger King executive Fernando Machado left the company for Activision Blizzard in April 2021. It is […]

April 27, 2022

Before MullenLowe, Wieden + Kennedy had handled KFC’s creative and ad-buying since 2015 and 2018, respectively, making headlines and driving sales with edgy, off-the-wall humor that is noticeably absent in KFC’s latest Mother’s Day effort and brand campaign. Prior to […]

March 8, 2022

After years of stratospheric growth, plant-based foods are expected to continue comprising a bigger share of menus, plates and stomachs, potentially growing from a $29.4 billion market in 2020 to more than $162 billion in 2030, per Bloomberg Intelligence. The […]

February 23, 2022

Subscription programs offer incentives to engage with brands digitally, which may generate higher checks and provide companies with more customer data. They also differentiate brands from competitors. If a customer is a frequent coffee drinker, for example, a subscription service […]

November 30, 2021

The metaverse is currently one of the buzziest areas in marketing, yet questions remain as to how privacy — an increasingly important value for consumers — will be considered in the burgeoning space. A lack of technical knowledge about augmented […]

September 9, 2021

Burger King expands its commitment to offering fresher, more natural food with the nationwide reduction of 120 “non-essential” artificial ingredients — the blacklist includes mouthfuls like sodium ethyl p-hydroxybenzoate and potassium hydrogen sulphite — and an accompanying Keep It Real […]

August 23, 2021

According to a report from Forrester, 93 percent of businesses agree that consumers are more likely to spend money with brands they feel connected to. Having a deep understanding of one’s customers is essential to building this connection. But many […]

August 2, 2021

Marketers hoping for a more straightforward back-to-school season in 2021 could feel creeping dread as health experts and financial analysts sound the alarm on the COVID-19 delta variant and reinstatement of public health measures, including indoor mask mandates in several […]

June 24, 2021

As the world emerges from the haze of the coronavirus pandemic, marketers are tasked with quickly deciphering the changes to consumer behavior and pivoting to a post-pandemic reality. This is especially true for perpetually under siege chief marketing officers — […]

October 18, 2019

No brand is an island. Brands are built to resonate with the needs and hopes of customers, which evolve with culture. For better or worse, brands reflect the color and character of their times. And the times, they are political. […]

July 30, 2018

How you use color in your business can amplify or ruin your brand strategy. That’s because color strongly influences human emotion and behavior. In the CCI: Institute for Color Research’s study, 92.6 percent of people surveyed said that color was […]

June 7, 2018

When it comes to having a brand strategy, it’s not enough to simply have a few bullet points of what you want to do. Brands today need both a thorough understanding of why they choose certain strategies and a detailed […]

June 5, 2018

A brand’s choice of colour is a fundamental element that reinforces both its personality and the qualities of the products and/or services it offers. Some brands are so iconic that it is possible to identify them from just a single […]