Brand Positioning | Marketing Brew

Two photos of influencer Olivia Jade Giannulli in a Reformation campaign, with a photo on the left of her posing in a grey sweatshirt reading COLLEGE—a reference to the college admissions scandal she was a part of

Brands can use scandal to their advantage—but it can easily go awry

Controversial campaigns illustrate how stoking conversation can boost a brand, as well as how it can become a PR problem.

Jennimai Nguyen

An illustration composed of three stills from Under Armour's most recent ad campaign, including players in a locker room wearing red jerseys, flag football player Diana Flores wearing a white Under Armour shirt, and football players including Justin Jefferson wearing an Under Armour shirt

Brand Strategy

Under the hood of Under Armour’s quest to reconnect with its football roots

The sports equipment brand “never got away” from football in its marketing, one exec said, but has been putting the sport more obviously front and center in recent years.

Alyssa Meyers

A split image of an electric vehicle charger turning into a signature being written by hand

Brand Strategy

What’s in a name? EV naming trends evolve to match the market

One of the latest entrants is the Ford Fathom, a name meant to convey a deep understanding of the customer.

Jordyn Grzelewski

Image of Whoop 4.0 fitness tracker on a person's wrist

Brand Strategy

Inside the marketing powering Whoop’s ‘pivotal’ next act

With a new slate of executives at the helm, the wearables company is focused on making deeper inroads in sports sponsorships as it looks to win over women consumers, CMO DJ van Hameren said.

Jasmine Sheena

a close-up of actor Nicholas Braun in a red sweater appears in an ad for Shinola

Brand Strategy

Inside the marketing strategy powering Shinola’s ‘new era’

A campaign with Nicholas Braun released last month is just the start of more brand-forward marketing from the American-made timepiece brand.

Kelsey Sutton

Photo collage showing puppets from three different marketing campaigns: On the left, a cabbage puppet from Pinterest; in the middle, a Franken Berry puppet from General Mills, which looks roughly like a pink Frankenstein's monster; on the right, Liberty Biberty from Liberty Mutual, a fuzzy yellow sphere with big blue eyes and a human mouth wearing a Statue of Liberty crown.

Brand Strategy

Trying to personify your brand? Consider a puppet

As AI ads become increasingly commonplace across platforms, “nothing is more analog” than a handmade figurine, one executive told us.

Jennimai Nguyen

a Polaroid billboard on Coney Island Beach reading "go jump into some water before the data centers drink it all up."

Brand Strategy

Inside Polaroid’s provocative, pro-analog marketing strategy

“We’re tapped into something that is rather culturally relevant now,” Patricia Varella, creative director at Polaroid, told us—which is why the brand brought the message back for a second year.

Katie Hicks