While battles between competitors are typically best avoided entirely, Spotify’s microsite calling out Apple highlights the power of positioning and controlling the narrative.
Why Netflix Spent $25 million on its Roma Oscars Campaign
Netflix’s $25 million Oscar campaign for its film Roma shows how even great brands have to work to stand out for industry awards.
Tide Washed Away a Crisis with a House of Brands Marketing Structure
You don’t have to be a multi-industry conglomerate to benefit from building a game plan for how your products and services interact.
New Gillette Ad Stirs Controversy While Boosting Brand Purpose
When Gillette released a new ad condemning toxic masculinity, the brand knew it was igniting controversy. But its ultimate goal is something deeper.
How Guinness Book of World Records Makes Other Brands More Newsworthy
When Guinness Book of World Records wanted to reach new customers, it stuck to its brand promise and helped other companies make their stories more newsworthy.
What is Newsjacking? 3 Best Practices for B2B Marketers
While some people may not recognize the name, newsjacking is an established marketing tool. Here’s how B2B marketers can make the most of it.
How PETA Used Newsjacking to Connect its Message to A Star is Born
People for the Ethical Treatment of Animals (PETA) awarded Bradley Cooper its prestigious Compassion in Film Award. If you haven’t heard of the award, there’s a good reason why – PETA just created it.
Crock-Pot’s ‘This is Us’ Crisis
This is Us returns for season 3 on Tuesday, Sept. 25, at 9 p.m. After fans blamed a character death in last season’s finale on Crock-Pot, the brand created a clever campaign to reclaim its story.
Hurricanes and ‘The Waffle House Index’
Weather officials work to predict and quantify the dangers of a hurricane based on wind speeds using the Saffir-Simpson Wind Scale. But media and citizens often turn to The Waffle House Index.
Denny’s Nailed Media Relations with this Press Release
A Denny’s PR rep recently committed a major media relations faux pas – or so everyone thought.
Wrong Story Short: The Wrong Way to Apologize in Crisis
Listen to this episode of the Braithwaite podcast, “Wrong Story Short,” focused on apologizing in a crisis.
Marketing with a Flamethrower
When introducing a product or announcing a big new idea, most companies opt for a press release. Why not use a flamethrower instead?
Selling Pizza with Potholes
In setting yourself apart from the competition, it pays to look at the entire customer experience.
How Ikea Embraced Hackers
Marketing plays a big role in how customers perceive your brand, but it’s ultimately a two-way street. Find ways to embrace and leverage how customers use your products and services rather than fight against it.
Tru Who?
If bad publicity is what you’re receiving, find a way to use it to your advantage.
How One Philly Company Used Architecture as a Communications Tool
In need of projecting a dignified image, Philadelphia Electric Company conveyed a message through its power plants.
The Creation of “Cyber Monday” Was a Brilliant PR Success
How one press release started a media frenzy and a new holiday tradition.
REI’s Black Friday Opt-Out Epitomizes Effective Marketing
If you want to stand out from your competition, you need to be brave enough to do something that’s never been done.