Search results for "brand marketing"

• Apple Retains No. 1 Spot As Global Brand Value Hits $3.6 Trillion, Interbrand Says
  The total value of the world’s 100 most valuable brands rose 4.4% to $3.6 trillion, according to Interbrand’s Best Global Brands 2025report, which highlights how artificial intelligence and digital disruption are rapidly reshaping brand power and consumer behavior. Apple, Microsoft and Amazon held the top three spots for the third consecutive year, while Google and Samsung rounded out the top five. Among the biggest movers, NVIDIA jumped 21 places to No. 15 with a 116% surge in brand value to $43.2 billion, marking the largest single-year increase in the ranking’s 25-year history. Other notable risers include Google’s YouTube (+61%), Meta’s Instagram (+27%), Netflix (+42%) and Uber (+38%). The study, titled “Radical Realities,” describes a shifting marketplace where AI accelerates consumer decision-making, forcing brands to adapt to “agentic commerce,” that is, a future where AI assistants may directly influence purchases. Interbrand warns that brands which fail to build emotional and cultural relevance risk becoming “disposable” in an algorithm-driven economy. Twelve companies entered the ranking for the first time, including Shopify (#99), GE Aerospace (#44), BlackRock (#31), Booking.com (#32), Dell (#51) and John Deere (#88). The addition marks the biggest wave of new entrants since 2000, reflecting the expansion of digital ecosystems and new arenas of growth across finance, technology, and industrial innovation. Interbrand CEO Gonzalo Brujó said the firm’s enhanced analytics, powered by $300 million in AI investments through Omnicom’s OmniAI platform, enabled deeper insights into the connection between brand strength and share price performance. Brands that are indispensable, such as those that people actively choose rather than delegate to algorithms, are building the strongest foundations for growth, Brujó said. According to the report, a 1% rise in Interbrand’s Role of Brand Index correlates with an average 2.3% increase in share price, underscoring the financial payoff of strong brand leadership and consumer trust. The report concludes that successful brands share a “singular focus applied across multiple arenas,” citing NVIDIA, UNIQLO and Booking.com as examples of companies that turn specific human needs into platforms for growth. The future belongs to brands that are both built for bots and loved by beings, the report suggests.
  November 6, 2025  Tags: brand image, brand marketing, branding, brands, cmmr
• The Divided States Of America: Pragmatists Vs. Experientialists
  Politics aside - or implied - that's how new research from "everything-in-between" agency Bailey Lauerman divvies America up with implications for brands, as well as voting.
  October 31, 2025  Tags: brand marketing, experiential marketing, messaging, politics, research
• Global Consumers Are Losing Trust In U.S. Brands, Survey Says
  Brands identified as American suffer an average 20-point drop in both purchase intention and trust among international shoppers.
  September 19, 2025  Tags: brand marketing, branding, brands, cmmr
• Rising Popularity Of Soccer Makes 2026 World Cup Big Brand Opportunity
  Report: Brands can succeed with "athlete partnerships that authentically magnify athletes' personalities while driving brand awareness."
  August 21, 2025  Tags: brand marketing, research, soccer, sports
• 'Made In America' Increasingly Under Fire Due To Costs
  Choosing between low-priced or American-made products, 39% of shoppers mostly value affordability, a feature associated with imports.
  July 6, 2025  Tags: brand marketing, holiday, politics, research, retail
• Apple, Google, Microsoft Still Most Valuable Brands
  Kantar's BrandZ ranking reveals that food, personal care and alcohol brands are all losing ground.
  May 15, 2025  Tags: brand marketing, branding, brands, research
• Overspending On Performance Ads Leads To 'Doom Loop'
  A combined performance and brand approach increases median revenue by 90%.
  January 29, 2025  Tags: ad performance measurement, brand image, brand marketing, cmmr, performance marketing
• How Audio Investments Increase Branded Search Volume
  How do podcasts, streaming and radio drive actions and connect consumers with search? Podcast and creator-based video ad agency Oxford Road ran tests to find out.
  January 7, 2025  Tags: audio, brand image, brand marketing, branded content, brands, live streaming, media buying, podcast, podcasts, radio, research, search, streaming
• Retailers Dig Deeper Into 'How' And 'Why'
  Our Top 10 Retail Insiders reveal readers' growing itch to apply lessons from competitors to their brands and operations.
  December 31, 2024  Tags: brand marketing, research, retail, trends
• One-Third Of Marketers Expect 2025 Budgets To Rise
  WARC's forecast finds that while 65% expect business to improve, fewer think that will translate to more marketing funds. DEI continues to wither.
  December 5, 2024  Tags: ad spending, brand marketing, cmo, performance marketing, research
• How To Avoid The 7 'Deadly Sins' Of Emotionless Advertising
  Consumer attention is difficult to capture, but emotional storytelling - rather than rational approaches to advertising - can dramatically drive brand growth and success.
  October 24, 2024  Tags: ad performance measurement, advertising, audience measurement, brand marketing, branding, brands, google, media buying, performance marketing, research, storytelling, word of mouth
• AI Simulates How Consumers Will Respond Before Ads Run
  Using decades of survey-based research, Ipsos built a method that uses AI to simulate consumer acceptance of an ad before optimizing and releasing it across media.
  September 3, 2024  Tags: ad campaign, advertising, ai, artificial intelligence, automation, brand image, brand marketing, brands, content, data, digital, generative ai, influencer marketing, media buying, research
• Contextual Influences Significantly Drive Brand Choice
  Brands can boost sales growth by working to reshape people's expectations amid the conditions - or context - in which people make choices.
  April 17, 2024  Tags: brand image, brand marketing, branding, brands, cmmr
• Repositioning Goliath
  "The unique feeling proposition is 'Free Palestine,'" says The Heart Monitors' Jon Bond. "That's the Big Idea. It's about freedom for the oppressed. And that's very hard to counter."
  March 15, 2024  Tags: audience targeting, brand image, brand marketing, campaigns, cause-related, politics, research
• Bud Light Drew Most Consumer Attention For Damage To Brand
  News coverage of the Bud Light firestorm received more than 11 million interactions during a nine-month period last year.
  January 4, 2024  Tags: brand image, brand marketing, brand safety, branding, brands, cmmr, influencer marketing, marketing/branding/advertising, social media
• For Marketers, 2024 Will Be The Year Of 'Premiumization,' Retail Media
  Kantar predictions for the coming year include a growing edge for challenger brands and new metrics for measuring consumer attention and emotion.
  November 29, 2023  Tags: brand marketing, cmo, pricing, research, retail
• Mobile Becomes 'Remote Control' For Shopping On Thanksgiving Day
  Salesforce data shows mobile has become the remote control for shopping, said Salesforce VP/GM of Retail Rob Garf. Mobile and social have become the entry point for consumers to engage with the brand.
  November 24, 2023  Tags: ad buys, advertising, brand marketing, ecommerce, holiday, marketing, media, media buying, mobile, mobile payments, research, search
• Leveraging ASMR to Fill the Sensory Gap
  For a brand whose products include 100% silk sleepwear and aromatherapy that helps clients drift to sleep-conveying the quality of these products online presented an enormous challenge. Hear from Overnight Beauty's Founder and Owner, Ruthie McCombs, on how they're embracing ASMR as a way to bridge the gap between digital communication and tangible experiences so that clients can truly see-and feel-how much care goes into every product they make.
  October 19, 2023  Tags: brand marketing, communication, digital, digital marketing, health and beauty aids, new products
• The Art of the Downsell: Radical Transparency as a Lifecycle Builder
  When you have as affable and trustworthy owner/spokesperson as Ryan Reynolds onboarding new customers, how do you ensure that the rest of their experience follows through on that brand promise? Stay honest, explains Mint Mobile's loyalty maven. Mint Mobile's Sr Brand Marketing Manager - Lifecycle, Wyndie Mills, will explain how the company uses extreme transparency with customers - not only sharing with them details of their data usage but even suggesting when they could save with less expensive plans. She will explore how they build this trusting relationship across multiple, channels, from email to app alerts to SMS to map the candor of the message against the intimacy of the medium.
  October 19, 2023  Tags: apps, brand marketing, brands, cross-channel, data, mapping/navigation, marketing, messaging, sms, trust-based marketing
• Stagwell Unveils Harris Quest 'Research-As-A-Service' Tool Suite
  The suite is positioned as low-cost, enterprise grade, enabling faster insights and decision making for brands to keep pace with marketplace developments.
  October 12, 2023  Tags: brand marketing, cloud computing, research
• Shoot, Test, Learn...Iterate: PetPlate's Short Form Video Funnel
  Scaling high-performing video ad creatives across paid social platforms is daunting at best. PetPlate shares its framework for turning one video concept into five, maximizing the potential of user-generated content (UGC) influencers, and making video-first ads the sole focus of a brand. You, too, can crack the code of scaling paid social through a test, learn and iterate framework. Bringing viewer attention in the first few critical seconds of a pre-roll is an art+science puzzle under any circumstances. But when you are targeting a full funnel of touchpoints across multiple platforms, from social to YouTube to TikTok, the equations get really hard. Amelia Coomber, Director of Acquisition & Performance Marketing at PetPlate, shares their recipe of testing and iterating your way to conversion.
  October 2, 2023  Tags: advertising, brand marketing, branded content, influencer marketing, marketing funnel, paid content, social media, targeting, tiktok, user-generated content, video, youtube
• Building the Friendlier FinTech
  How does your friendly and functional online auto-loan brand compete against an in-box of offers for colorful frocks, sleek decor...and chocolate? Caribou's EIS veteran and Director of Lifecycle Marketing, Heather Grimstead, shares a makeover strategy for Caribou that involved more than imagery. It marshaled voice, cadence, brand identity and multi-channel messaging to reimagine the FinTech brand.
  September 26, 2023  Tags: brand marketing, brands, consumer, email, financial, marketing, messaging, multichannel, strategy, technology
• Lively's Rapid-Fire Full-Funnel Hits the Road
  As their consumers returned to IRL shopping last summer, Lively brought its full-funnel approach to re-engaging their community. WearLIVELY's Senior Manager of Lifecycle Marketing, Hayley Squire, walks us through a month-long tour of the brand hitting the road: coordinating partnerships, social, local influencers, retail, SMS and email (even swag bags) into a community-based surround-sound messaging model. What did she learn about the discrete and integrated impact of so many syncopated channels?
  September 22, 2023  Tags: apparel, brand marketing, community, consumer, email, engagement, influencer marketing, integrated marketing, lifestyle, marketing, marketing funnel, partnership, retail, sms, social media
• Brand Traits Have Greater Effect On Sales Than Ad Reach
  Brand traits -- such as consumer loyalty, market share and brand penetration -- are responsible for 21% of incremental sales, up six percentage points since 2017.
  August 11, 2023  Tags: brand image, brand marketing, branding, cmmr, creative, media, media buying, media planning
• Building Brand Advocacy via Loyalty Programs
  Keeping customers engaged with your brand is a key to future success. A loyalty program is one way to keep customers engaged. Sleep Number's Senior Director of CRM & Loyalty, Lisa Erickson, will share how, even with their long purchase cycle, they're able to build brand love and advocacy with their InnerCircle Rewards Program.
  August 7, 2023  Tags: brand marketing, brands, consumer, crm, customer experience, engagement, loyalty, path to purchase, retail, rewards
• How Subaru Makes Good On Its 'Love' Promise
  Subaru of America believes "Love Means Being More Than a Car Company." The Subaru Love Promise is the company's vision to show love and respect to all people at every interaction with Subaru. Subaru of America's Associate Director of Marketing Operations, Bridget Hanrahan, discusses how together with its retailers, Subaru is dedicated to making the world a better place.
  August 7, 2023  Tags: automotive, brand image, brand marketing, cars, interactive, retail
• Breaking the Produce Mold at Super Bowl Sunday
  Avocados From Mexico is building a brand in a brandless category by leveraging creative disruption on advertising's biggest stage-the Super Bowl. AFM's Associate Director of Brand Marketing & Strategy, Kelly Burke, gives us a play-by-play of their campaign strategy.
  August 7, 2023  Tags: ad campaign, brand marketing, branding, brands, cable tv, campaigns, connected tv, creative, strategy, super bowl, tv
• Netflix's Better Ad-Tier Revenue Plan? First Off: Hello, Transparency
  Netflix says brands are now able to target media buys across its Top 10 programs. But still,1.5 million subscribers? Is that enough for brands to solve their reach and other issues?
  July 24, 2023  Tags: advertising, brand marketing, canada, connected tv, digital, forecast, netflix, research, revenue, streaming, subscriptions, television
• Tech Brands Are Most Valuable Despite Yearly Decline
  Beverage brands such as Pepsi and Sprite showed the greatest resilience with rising values.
  June 14, 2023  Tags: brand image, brand marketing, branding, brands, cmmr
• Patagonia, Costco Are Ranked Most Reputable Brands
  Among traditional media companies, Walt Disney had the best reputation, with a ranking of No. 77.
  May 26, 2023  Tags: brand image, brand marketing, branding, brands, cmmr, trust-based marketing