Brand Positioning

Stay ahead of the curve with the latest in brand positioning. Explore in-depth analysis, breaking news, and the trends shaping the future of this marketing sector.

Black and white headshot of Kasia Leyden, a light-skinned woman with wavy dark hair parted in the middle, leaning her face on her hand and smiling warmly at the camera.
Brand Strategy

Why this fintech marketer is betting on trust over attention

Kasia Leyden, CMO of Acorns, shared her thoughts on why she stopped optimizing for urgency and started focusing on optimism instead.

Jaimee Kidd
Photo collage combining a still from the Gist's ad campaign, showing a dark skinned woman wearing an academic school uniform removing an acceptance letter from an envelope. Next to it on the right is a neon green hoodie that reads "Leveling the playing field" in black, and on the left a black tote bag that reads in white "Sports are for the girls, the gays, and the theys"
Brand Strategy

Behind the scenes of The Gist’s first brand campaign

The sports media company is capitalizing on mass interest in the World Cup with a spot called “Fandom Belongs to Everyone.”

Alyssa Meyers
Two women look on at the Statue of Liberty. One of them holds a Coca-Cola.
Brand Strategy

How a road trip across the USA informed Coca-Cola’s America 250 campaign

“It was probably one of the best road trips I’ve ever had,” Joe Sciarrotta, deputy CCO at Ogilvy Worldwide, told us.

Kristina Monllos
Photo collage combining an Archer billboard featuring the Mandalorian and Grogu, a still from an ad in which a yellow hand holding a Slim Jim is busting through a laptop screen, and a package of Jack Links Original flavor 3 Simple Ingredients beef jerky.
Brand Strategy

How meat-snack marketers are meeting the moment

The category is still “really under-penetrated,” one exec said. Partnerships, education, and community-building social strategies are aimed at changing that.

Jennimai Nguyen
ESPN brand assets, including its signature font and the ESPN logo, appearing on different sized screens in front of a black background
Brand Strategy

ESPN never had one official brand identity—until now

The ESPN Creative Studio recently introduced guidelines defining its iconic logo, font, and color for the digital and DTC age. But don’t call it a rebrand.

Alyssa Meyers
a pink van for a pop-up event, a woman standing in front of a slide with pie charts, and a red carpet, compiled in a collage indicating CMO priorities for 2026
Brand Strategy

CMOs on their biggest priorities for 2026—excluding AI

From cultural alignment to improved brand experience, marketers told us what’s going to be important for them in the New Year.

Alyssa Meyers, Jasmine Sheena, Jennimai Nguyen, Katie Hicks, Kristina Monllos
Bowen Yang, dressed in a suit and wearing glasses, points toward the ceiling in an office, in a still from an ad campaign from Zoom promoting the video conferencing tool's AI functionalities
Brand Strategy

Zoom looks to reshape its story with its biggest brand campaign yet

A new ad starring Bowen Yang proclaims all the ways customers can use Zoom beyond virtual meetings.

Jennimai Nguyen

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