How many mattress brands can the world support? That is a perennial marketing question, usually aimed at the massive clutter of competing D2C brands across all categories. It seems to me the Purple mattress brand, however, always had going for it three important "P"s to differentiate it among the me-toos. They had Proprietary technology, a Puckish humor to their ubiquitous video advertising, and, of course, they were Purple. Even so, the brand still has to contend with rising customer acquisition costs, and a physical retail channel that has become constricted at best. But Omnichannel Marketing Director James Brohamer is cooking ...

Every marketer wants to crack the code on younger demos and the ways that digital entitlement has shaped Millennials and Gens Y/Z. But not many CMOs with whom I have spoken plot it as out as specifically as Saladworks' Mark Mears. He has pored over the research, and folded in his experience leading the marketing for Cheesecake Factory, Noodles & Co. and Schlotzkey's to create a concise profile of digital natives that informs all of the fast casual restaurant brand's efforts. Mears is tweaking every touchpoint with these cohorts, even the terminology he deploys across the franchise. His "4Me Generation" ...

While the COVID crisis ravaged the dining and restaurant sector, it was a very different story for many QSR brands within that segment.

Test and learn, gather data, repeat. That seems to be the formula for GM brands pursuing their prospects across an increasingly fragmented video landscape. David Spencer, asst. manager, audience buying strategy, had been test driving the major and emerging video screen platforms for years. Spencer joined Brand Insider this week to share his thoughts on the state of the new alphabet soup of video (SVOD, AVOD, OTT, CTV, et al).

Trust is everything in financial services, and in insurance especially longevity matters. And yet many legacy brands have launched D2C spin-offs like MassMutual's Haven Life, which targets married Millennials with a life insurance model that bypasses the usual agent/broker channel. Building a fresh, nimble D2C image while pointing towards 150-year-old stability is the hat trick for these brands. But as Brand Director Adam Weinberg tells us this week, Haven Life aspires to change the conversation around life insurance. Think confetti and hero moments rather than the end-of life euphemisms insurance ads have used for generations.

The brand was quick to recognize that off-premise is not just a channel but an experience just as important as dining in.

The dry, tech- and text-heavy approach to B2B marketing takes several pages from the D2C playbook in NI's deep rebrand.

Going into its big ad buy at the 2020 Super Bowl, password and security manager Dashlane knew that one shot of exposure wasn't enough.

The pandemic, lockdowns and health worry helped double the company's membership and activity in short order. CEO Carl Daikeler explains.

From its founding in 2016, the company aimed to grow social capital --- and now social impact is a central part of its model.