"Values-based" branding is the sort of good intention that marketers can quickly exploit and wring of any remaining drop of authenticity. The German startup GOT BAG, founded four years ago by two surfing buddies who were dismayed by the ocean plastic blight, recycles this refuse into backpacks. Head of North America Matthias Paisdzior tells us this week, the company's connection to cleaning up the oceans runs much deeper than simple recycling.
After the chain's closure, new owner REV had only weeks to turn the brick-and-mortar experience into Web pages and buy buttons.
No one ever accused Publishers Clearinghouse promotions of being understated. Those famously garish sweepstakes mailings were paint-factory explosions of entry forms, stamps to apply, subscription offers and giveaways. But they worked then, and they work now in their digital extensions. version. PCH VP of Digital Operations and Compliance, Sal Tripi, explains how ugly can be good when it is also relevant and entertaining.
How do you party in a pandemic? Julie Roehm, CMO of Party City, explains how the largest retailer of celebration supplies is rethinking its role in customer's lives.