When its Grimace Shake went viral for unintended reasons, the McDonald’s marketing team had to pivot.
Twitter Gets a New Name
Twitter’s transition to “X” has minor implications for organizations on the platform. But it offers major takeaways in how to (and how not to) announce and execute a major rebrand.
Rebranding Barbie
The new film offers up a dream-house-sized dilemma for the filmmakers and marketers: What should a Barbie movie look like in 2023?
Marketing Beyond the Solar System
How do you market the human race?
That was the challenge confronting the scientists behind the Voyager mission.
Heinz and Bootleg Ketchup
After a Snapchat video of an employee refilling a Heinz ketchup bottle with a generic brand went viral, Heinz saw an opportunity to spread the word.
Livestreaming a Crisis on I-95
For PennDOT, a livestream is an ideal communications tool to convey urgency and transparency in its I-95 construction efforts.
Restaurants that Don’t Exist
Why are some of the world’s most recognizable restaurants spinning off new offerings?
Minute Maid’s Billboard Brilliance
See-through billboards might sound counterintuitive. But Minute Maid is reimagining traditional out-of-home media with a recent push promoting the vitamin D in its orange juice.
The ‘Taco Tuesday’ Tussle
But by touting the benefits to all who celebrate Taco Tuesday, Taco Bell made legal action more palatable.
Dunkaroos Make a Comeback
Any product launch (or relaunch) strategy should start with audience research. Just ask Dunkaroos.
Marketing a Milestone
Savvy marketers know that you don’t have to wait for an anniversary to use milestones as a marketing lever.
Branding Regular Beer
Marketing (and copywriting) isn’t always about doing more. Sometimes, a brand that can pull off “regular” will resonate with audiences in a really satisfying way.
How do You Change an Audience’s Mind?
There’s a stereotype about people who chew gum. Beldent set about changing it through a creative marketing campaign.
What Social Platforms Should You Be On?
It’s worth adding a section to your social media playbook that includes a framework for evaluating the risks of joining or leaving a specific platform and keeping up with new developments.
Peloton’s Path
Peloton has ridden out the pandemic and what came after by creating repeat customers and solving a problem for folks who are passionate about exercise.
Pepsi’s New Logo
No rebrand happens in a vacuum. Pepsi’s updated logo offers valuable lesson on how the rationale behind a rebrand can influence its reception.
Feature: Philadelphia Inquirer Article on Philly’s Water Crisis
Founder and CEO Hugh Braithwaite recently shared crisis communications insights with The Philadelphia Inquirer after the city’s lackluster response to a chemical leak that threatened the safety of Philly’s water supply.
Is Your Brand Ready for its Cinderella Moment?
Gonzaga has successfully translated its March Madness success into increased exposure and success in reaching and recruiting prospects.