Marketing


Posts filtered by tags: Brandweek[x]


 

An ‘Overwhelming’ Underwear Aisle Inspired This Challenger Brand

It describes itself has having "the world's most comfortable undies." But startup undergarment maker MeUndies says the inspiration for the colorful and cozy underwear doesn't come solely from in-house designers, but from its "tribal-based community." At the recent Brandweek: Challenger Brands event, Adweek tech reporter Lisa Lacy sat down with MeUndies founder and CEO Jonathan...
Tags: Advertising, Adweek, Meundies, Challenger Brands, Brandweek, Lisa Lacy


MiQ’s VP of Revenue Talks About How AI Is Only Effective When Backed by Human Intelligence

At the recent Brandweek: Challenger Brands summit, marketers learned how artificial intelligence is shaping how brands sell and consumers buy. Marketing intelligence platform MiQ is at the forefront of connecting data and providing positive outcomes for their clients. Charlie Neer, vp of revenue at MiQ, talked about how AI can only be effective when it's...
Tags: Advertising, Human Intelligence, Challenger Brands, Brandweek, Charlie Neer


This Cannabis Company’s First 6-Figure Order Came Through Instagram

Papa & Barkley, a California-based cannabis company, is shaking up the traditional retail industry with its digital-first approach. The company, which includes celebrities and athletes in its customer base, had its first six-figure sale via Instagram. At the recent Brandweek: Challenger Brands event, Papa & Barkley CMO Kimberly Dillon talked about what works and what...
Tags: Instagram, California, Advertising, Barkley, Challenger Brands, Brandweek, Papa Barkley, Kimberly Dillon


Here’s What Hulu Learned From Its ‘Better Ruins Everything’ Campaign

To get better insights into its community, and in an effort to add subscribers, streaming service Hulu created Culture Lab. The lab helps inform Hulu's marketing campaigns, including "Better Ruins Everything," which featured Sofia Vergara and Joe Manganiello, among others. Kelly Campbell, CMO of Hulu, took to the Brandweek: Challenger Brands stage last week and...
Tags: Sofia Vergara, Joe Manganiello, Advertising, Hulu, Challenger Brands, Brandweek, Better Ruins Everything, Kelly Campbell CMO


How Bark Is Using Social Media to Market Itself to Future Dog Owners

Adweek reporter Diana Pearl had a tricky question for Bark vp of brand reach and affinity Allison Stadd at Wednesday's Brandweek: Challenger Brands summit. Pearl--who's 26 years old, on the younger side of the millennial generation--said she can't foresee herself getting a dog anytime soon because it feels "too adult." So if some millennials don't...
Tags: General, Advertising, Adweek, Challenger Brands, Brandweek, Diana Pearl, Allison Stadd


The 3 Keys to Thriving in a Challenger Brand Market

As a platform that helps companies better understand their customers, Resonate has some advice for all brands: create unbreakable connections across your ecosystem. Far easier said than done. So at Brandweek: Challenger Brands last week, Resonate presented a keynote by chief revenue officer Jason Schneider and Michael Horn, chief data officer of Resonate client Huge,...
Tags: Advertising, Resonate, Michael Horn, Jason Schneider, Challenger Brands, Brandweek


3 Secrets to Peloton’s Astonishing Success

When Tom Cortese and his four co-founders started Peloton in 2012, they were faced with an industry that hadn't seen change in "40-plus years." They set out to shift the fitness landscape--not just where fitness happens, but how people think about it, said Cortese in a keynote today at Brandweek: Challenger Brands. Their main goal...
Tags: Advertising, Cortese, Peloton, Challenger Brands, Tom Cortese, Brandweek


Prowess in Storytelling Is What Makes a Challenger Brand, and More Insights From New Adweek Survey

Challenger brands are changing the world, but these cutting-edge companies still have challenges to overcome in their path towards category domination. Ahead of Brandweek's Challenger Brands event, Adweek surveyed over 200 brand marketers--half of whom work for a challenger brand; the other half, a legacy or "establishment" brand--on challenger brands' place in business today, the...
Tags: Advertising, Adweek, Challenger Brands, Brandweek


How Telemedicine Companies Are Making Healthcare Faster and Cheaper, and Its Marketing Edgier

When Zachariah Reitano was a teenager, he suffered erectile dysfunction and--like many of the 30 million American men who experience ED--he was embarrassed by it. Unlike most of them, though, he has a father who's a doctor specializing in men's sexual health, so Reitano was comfortable asking for help. That decision wound up saving his...
Tags: Advertising, Magazine, Reitano, Zachariah Reitano, Brandweek


Infographic: What Shoppers Actually Think About the Hottest Direct-to-Consumer Trends

With a bevy of direct-to-consumer upstarts regularly entering the market, we wanted to find out not only how consumers shop but also how they perceive trends within the DTC brand space. That's why Brandweek partnered with YouGov to survey 2,494 adults across the U.S. on their preferences when it comes to online shopping, pop-up shops...
Tags: Advertising, Magazine, Yougov, Brandweek


Hulu’s CMO Says Its Viral Egg PSA Became Its Second Most-Watched Episode on the Service

Hulu's video revealing a highly anticipated message from a cracked egg ended up being the service's second-most watched episode, the company's CMO, Kelly Campbell said in her keynote at Brandweek: Challenger Brands today. That win for the streaming service involved a huge buildup around the Super Bowl (during which Hulu released a 30-second ad for...
Tags: Advertising, Hulu, Kelly Campbell, Challenger Brands, Brandweek


Orangetheory and Mirror Execs Compare Notes on Marketing Fitness’ Buzziest Brands

Orangetheory and Mirror are two of the buzziest brands working to shake up the roughly $32 billion U.S. fitness industry, per Statista. Ahead of our inaugural Brandweek: Challenger Brands summit in New York, we asked Eric Mandell, vp of marketing for Mirror (a futuristic, interactive workout experience using, you guessed it, a mirror that you...
Tags: New York, Advertising, Magazine, Brandweek, Eric Mandell


Editor’s Letter: The Customer Experience Has Changed Drastically in the Past Decade (Thank Goodness)

Do you remember your first major purchase? Mine was a queen-size pillow-top mattress in a silvery brocade, and the experience of buying it was so soul-crushingly bad that it's stayed with me for 16 years. I walked into a major mattress store fresh out of college and full of excitement about furnishing my first apartment,...
Tags: Advertising, Magazine, Brandweek


Bed-in-a-Box Brand Casper Wants You to Have FOMO—About Sleeping

In 2014, Neil Parikh, Gabe Flateman and Luke Sherwin were living in Brooklyn with a roommate named Kasper, a lanky German man who had a tendency for tiredness and was so tall his feet dangled off his bed. At the time, the three men were working with two others--Philip Krim and Jeff Chapin--on the launch...
Tags: Advertising, Brooklyn, Magazine, Luke Sherwin, Kasper, Philip Krim, Jeff Chapin, Brandweek, Neil Parikh Gabe Flateman


Editor’s Letter: How Do Challenger Brands Scale and What Do They Want to Be When They Grow Up?

Well, it turns out that our hunch was right. As of last count on Friday, our inaugural Challenger Brand Summit, set for this Wednesday and Thursday in New York, has almost 500 registered attendees. For an entirely new franchise that sprung organically from the reintroduction of Brandweek last fall to have drawn so much interest...
Tags: New York, Advertising, Magazine, Challenger Brands, Brandweek


BET CMCO Jeanine Liburd Humanizes Culture With Passion to Enact Meaningful Progress

Jeanine Liburd, chief marketing and communications officer of BET, and I met last year at Brandweek in Palm Springs. As I sat listening to her talk about one of my favorite topics--culture--I knew I had to have her as a guest on CMO Moves. Not only did Jeanine dive deep into culture, but she went...
Tags: Advertising, CMO, Bet, Palm Springs, Jeanine, Brandweek, Marketer Moves, Jeanine Liburd


Reddit COO Jen Wong and Spotify Global VP Danielle Lee Talk Data, Diversity and Inclusion

Few brands have to simultaneously navigate how to talk to users as a brand and how to talk to other brands that want access to their users. But that's the position Spotify and Reddit find themselves in. That's why, ahead of the Jan. 8 kickoff of the Consumer Electronics Show in Las Vegas, where both...
Tags: Spotify, Advertising, Ces, Magazine, Reddit, Las Vegas, Consumer Electronics Show, Brandweek, Jen Wong, Spotify Global VP Danielle Lee Talk Data Diversity


Editor’s Letter: It’s Viva Las Vegas for Brands

For the brand marketers among the 180,000 attendees and more than 4,400 exhibiting companies making their annual march on Las Vegas, the Consumer Electronics Show is both a starting gun and FOMO-charged crucible. Hard on the heels of the holiday season, it's the unofficial start of the year and stepping off the plane at McCarran...
Tags: Advertising, Ces, Magazine, Las Vegas, Consumer Electronics Show, Viva Las Vegas, Brandweek


National Geographic Dares to Think Outside the (Yellow) Box With Valley of the Boom

Matthew Carnahan cannot be accused of false advertising. The creator of Valley of the Boom, premiering Jan. 13 on Nat Geo, pitched the genre-bending scripted-and-documentary hybrid as a project that would elasticize and perhaps even traumatize the storied cable network. "I told them I was going to blow up their perfect gold box," Carnahan says,...
Tags: Advertising, Ces, Magazine, Nat Geo, Matthew Carnahan, Carnahan, Brandweek, National Geographic Dares, Yellow Box With Valley


What Ever Happened to Netscape?

Silicon Valley has always had sky-high ambitions--and the flameouts to match. Below, we examine the fiery fate of three of the original dot-com boom's most prominent companies: Netscape, Pixelon and theglobe.com. Netscape Industry watchers say Netscape died with its acquisition by AOL for $4.2 billion in 1999 (chronicled in the National Geographic series Valley of...
Tags: Advertising, Ces, Magazine, Aol, Silicon Valley, National Geographic, Netscape, Brandweek, Netscape Pixelon, Netscape Industry


Long Seen as Tech’s Sleeping Giant, Microsoft’s Stealth Approach Is Starting to Pay Off

As children, we're told patience is a virtue, that slow and steady wins the race. But in Silicon Valley, where the "build fast, break fast" ethos guides companies, being a turtle is a sin. With this backdrop, Microsoft, that lumbering giant nestled among the forests of the Pacific Northwest, took the financial and tech worlds...
Tags: Microsoft, Advertising, Ces, Magazine, Silicon Valley, Pacific Northwest, Brandweek


Microsoft Reboots Its Look to Better Connect With Consumers

In November, Microsoft began unveiling the first phases of a major rebrand, starting with an overhaul of its entire suite of Office icons, followed soon after by a redesign of its Outlook email app. "It's the beginning of a larger set of guidelines," says Becky Brown, creative director at Microsoft. Designers and engineers from various...
Tags: Microsoft, Advertising, Ces, Magazine, Becky Brown, Brandweek


Editor’s Letter: Adweek Is Challenging Convention With a New Event Franchise

In pulling together the reimagined Brandweek symposium this past spring and summer we learned a great deal about programming, and hosting, an ambitious thought leadership summit devoted to brand marketers. As part of that journey, we also learned a lot about the evolving brand marketing ecosystem. One of the most interesting and important insights we...
Tags: Advertising, Magazine, Brandweek


15 Status Quo Defiers Distinguishing Themselves as the Latest Generation of Challenger Brands

There must be a better way--a solution that's more cost efficient, less stress inducing, more socially beneficial and less environmentally destructive. The founders of the feisty, status quo-defying brands in Brandweek's first-ever Challenger Brands issue started with precepts like these, identifying pain points in industries as varied as home insurance, group exercise, dental health and...
Tags: Advertising, Magazine, Challenger Brands, Brandweek


Challenger Brands intro

There must be a better way--a solution that's more cost efficient, less stress inducing, more socially beneficial and less environmentally destructive. The founders of the feisty, status quo-defying brands in Brandweek's first-ever Challenger Brands issue started with precepts like these, identifying pain points in industries as varied as home insurance, group exercise, dental health and...
Tags: Advertising, Magazine, Challenger Brands, Brandweek


This is Brandweek

Brandweek returned to the main stage last month as Adweek reimagined the publication as a three-day event in Palm Springs, Calif. custom-built for the ever-evolving brand marketing ecosystem. Brandweek, the movement, kicked off with brand-building superstar Kevin Hart and closed with lifestyle and business strategist Tony Robbins. In between were immersive, insightful and enlightened discussions...
Tags: Advertising, Tony Robbins, Kevin Hart, Adweek, Palm Springs Calif, Brandweek


M.Gemi Founder Cheryl Kaplan on Choosing the Right Influencers and the Value of Authenticity

Like any brand worth its salt, M.Gemi wants people to love it so much they want to tell others about it. But how do you inspire customers to start sharing? At last month's Brandweek event in Palm Springs, Calif., the direct-to-consumer luxury shoe brand's founder and president, Cheryl Kaplan, spoke to Adweek about how the...
Tags: Ecommerce, Advertising, Adweek, Palm Springs Calif, Gemi, Brandweek, Cheryl Kaplan


Relive Brandweek Through Some of the Most Insightful Tweets From the Movement

Twenty years ago, Brandweek was just a magazine. But in September, it was brought back to life, setting out to become a next-generation summit, a movement and a mindset. Over the course of three days, industry thought leaders like Bozoma Saint John and Jen Rubio shared insights on everything from navigating a brand crisis to...
Tags: Advertising, John, Jen Rubio, Brandweek


3 Factors Marketers Should Keep in Mind for Maximum Brand Impact

These days, there's no shortage of brands trying to outcompete each other and win the wallets of consumers--especially because with social media, companies of all sizes can now get their brand story out there with less marketing spend. Leesa Eichberger, head of brand marketing at Farmers Group, calls this phenomenon a "democratization in media." So...
Tags: Advertising, Leesa Eichberger, Brandweek, Farmers Group


3 Factors Marketers Should Keep in Mind When It Comes to Making a Brand Impact

These days, there's no shortage of brands trying to outcompete each other and win the wallets of consumers--especially because with social media, companies of all sizes can now get their brand story out there with less marketing spend. Leesa Eichberger, head of brand marketing at Farmers Group, calls this phenomenon a "democratization in media." So...
Tags: Advertising, Leesa Eichberger, Brandweek, Farmers Group



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