#brand strategy
articles
Burger King Reclaims the No. 2 U.S. Burger Spot From Wendy's
After five straight quarters of U.S. same-store sales growth and an 8.5% jump, Burger King has overtaken Wendy's for the...
How Net Unit Growth Turned Seven Hotel Giants Into 200 Brands
Seven global hotel groups now operate roughly 200 brands, many sitting in the same buildings and sold through the same a...
How Education-Led Field Reps Are Reshaping Retail Brand Trust
Brands in food, beverage and beauty are shifting field marketing from scripted selling to category education, as consume...
Salt Bank Marketing Chief: AI Answers Are Becoming a Third Discovery Front
Salt Bank's Viorel Ruse says AI assistants now shape purchase shortlists, paid search and CRM offer the clearest ROI, an...
Why Millennial Consumer Trends Are Redefining the Business Landscape
Born between the mid-80s and mid-90s, millennials now represent half the global workforce. Their digital-first, authenti...
Bifurcated Spending: Why Mid-Market Brands Are Losing the Post-Pandemic Consumer
Inflation-fatigued shoppers are splitting their dollars between ultra-value essentials and premium products that deliver...
Hinge Launches Audiobook Series Based on Real Couples to Deepen Gen Z Engagement
The dating app’s 'No Ordinary Love' campaign uses audio storytelling to counter emotional detachment in dating culture, ...
Stanley 1913 Appoints Born Social as First Global Social Agency of Record
The drinkware brand picks Born Social to lead worldwide social strategy and content production after a competitive pitch...
Google’s AI Search Now Pulls YouTube Videos into Answers — Brands Must Adapt or Disappear
As Google’s AI Overviews increasingly cite YouTube content to build answers, brands face a new discovery landscape where...
Paraguay’s Ad Industry Reboot: Why Relevance Has Defeated Interruption
After two decades of digital fragmentation, brands in Paraguay must now compete against everything — even memes. Ojo de ...
Four Business Lessons From the 2026 World Cup: Underdogs, Momentum and Brand Value
FIFA's largest-ever World Cup — 48 teams, 104 matches and a record $655m prize pool — doubles as a practical playbook fo...
Adweek Names 2026 Media Plans of the Year: Bold Bets, Real Results
From racing Wienermobiles to a KFC-vs-AI taste test, Adweek's 2026 Media Plan of the Year winners show how platform-nati...
Progressive's Dr. Rick Flips the Script in New 'Let It Out' Campaign
The insurer's long-running character stops fighting 'Parentamorphosis' and urges young homeowners to embrace their inner...
Brand Worldbuilding: Why Nike, ITC and Mahindra Are Designing Worlds, Not Just Campaigns
A new discipline of ‘Brand Worldbuilding’ is gaining ground, arguing that the brands people live inside – with their own...
Vans Battles 8% Revenue Drop and Fading Cool Factor as VF Corp Charts Turnaround
Vans’ 8% quarterly decline contrasts with growth at sister brands The North Face and Timberland, prompting a strategic r...
Brands Expand Creator Marketing Beyond Awareness to Drive Product Launches and Sales
New Digiday research shows 78% of marketers now use influencers for product launches, with brands like Ruggable and Mila...
How the 2026 World Cup Rewrote the Playbook for Olympic Sponsors
Record viewership and over $15 billion in FIFA revenue have turned the 2026 World Cup into a training camp for brands, w...
As digital ad spend soars, brands warned not to sacrifice long-term image for short-term clicks
Global media investment hit $947bn with 60% in digital, and Turkey’s market surged 39.4%. Adform’s regional chief argues...
GAC Inks Sponsorship with Melbourne City FC to Accelerate Australian Market Push
Chinese automaker GAC becomes the official automotive partner of Melbourne City FC, deepening its sports marketing strat...
Unilever Declares Big Brand Ads Dead — But Advertisers Are Split on Whether Reach Still Rules
Unilever’s CEO says mass advertising is over and plans to put 300,000 creators at the centre of its strategy. The Cannes...
Adidas, Nike, and the $10B World Cup Ad War: Five Lessons That Separate Brand Breakthroughs from Noise
The 2026 FIFA World Cup drew record ad spending, but only a handful of campaigns drove real commercial results. Here’s w...