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Adapt or die? When total brand overhauls work, and when they don’t

Adapt or die? When total brand overhauls work, and when they don’t

When heritage brands overhaul their identities, the backlash can be…
Marketing to kidults

Marketing to kidults

Adults are spending serious time and money on embracing their inner…
'Posted is better than perfect': Advice from the Wimbledon social team

'Posted is better than perfect': Advice from the Wimbledon social team

I talked to the tennis tournament's social team about sharing 6,000…

Smoking avatars and online games: how big tobacco targets young people in the metaverse

Cigarettes and vapes are being smuggled into virtual spaces beyond…
How 831 Stories Is Building A Fandom-First Book Brand

How 831 Stories Is Building A Fandom-First Book Brand

Its strategy includes commissioned fanfiction and "in-universe" merch.

The British brands fusing flora, fairytale and folklore
Entertainment marketing in the age of indifference—why creators are the new currency

Entertainment marketing in the age of indifference—why creators are the new currency

At Tribeca X, top marketers spotlighted creators as they talked about…
How Zohran Mamdani Used Free Merch to Power His Mayoral Campaign

How Zohran Mamdani Used Free Merch to Power His Mayoral Campaign

The 33-year-old candidate’s hats, tees, and totes have been…
Bridging advertising’s trust gap

Bridging advertising’s trust gap

Get smart fast with global actionable insights, case studies and…

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There's a Deep Generational Divide Over Digital Brands, Morning Consult Study Shows 

There's a Deep Generational Divide Over Digital Brands, Morning Consult Study Shows 

2025's Most Trusted Brands Report unveiled at ADWEEK House in Cannes…
AI-powered personalisation works but consumers are wary 

AI-powered personalisation works but consumers are wary 

Get smart fast with global actionable insights, case studies and…
Why Oatly’s marketers prefer cultural signals to focus groups

Why Oatly’s marketers prefer cultural signals to focus groups

By parsing this information, CultureLab’s proprietary AI spots the…
Can these British brands drum up demand for ‘Made in the UK’?

Can these British brands drum up demand for ‘Made in the UK’?

A new wave of British design talent is putting local manufacturing at…
National Trust uses AR to let London residents rewild dull city streets with blossom trees

National Trust uses AR to let London residents rewild dull city streets with blossom trees

Blending AR and nature, Glitch helps users visualize blossom trees in…
What it takes to maintain brand relevance in an era of endless choice

What it takes to maintain brand relevance in an era of endless choice

Brands face pressure as consumer habits change. EY Future Consumer…
The guerrilla marketing campaign against Elon Musk

The guerrilla marketing campaign against Elon Musk

As Tesla’s profits drop, a group called Everyone Hates Elon is going…
Brands Briefing: What brands should know before jumping into Substack

Brands Briefing: What brands should know before jumping into Substack

Rare Beauty is the latest to launch a Substack as more brands look…

The business of influence
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