Consumer Insights & Behavior

A McDonald's happy meal box featuring an image of the Saja Boys from 'KPop Demon Hunters' next to a hashbrown and a breakfast sandwich against a purple sky background.

For CMOs, fandom is simply too powerful to ignore

From partnerships to social media to IRL activations, top marketers view fandom as increasingly crucial to building their own brands and supporting advertising partners.

Jennimai Nguyen

Brand Strategy

Dawn is the most trusted brand in America for the second year in a row: report

A report from Morning Consult found that legacy brands like Mr. Pibb and Marlboro gained the most trust this year.

Alyssa Meyers

Image of a car at a gas station pop-up for T-Mobile

Brand Strategy

Why T-Mobile is going all-in on customer rewards

As some brands pull back on freebies for customers, the telco—which is celebrating 10 years of its T-Mobile Tuesday discount program—is leaning in even further.

Katie Hicks

Brand Strategy

People’s views on cleaning are changing. So is Clorox’s marketing

The company is transitioning from “very functional” to “emotional” and “process-oriented” messaging, CMO Eric Schwartz said.

Kristina Monllos

Image of a light blue eye on a dark teal background.

On-Demand Webinar

Winning the Game of Attention: The Fan Engagement Playbook

In today’s attention economy, the strongest brands focus on building loyal fanbases instead of just selling products. Join Marketing Brew and WIT to learn how marketers turn audiences into passionate advocates through emotional connection, authentic engagement, and smarter data use.