Posts filtered by tags: Brandweek[x]


 

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


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


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


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


Home Chef Uses a ‘Keep It Simple’ Approach to Distinguish Itself in a Crowded Market

Not all meal kits are alike. That's what Home Chef is trying to tell current and potential customers as it battles for space in the crowded meal-kit delivery service sector. Brian Irwin, Home Chef's vp of marketing, said that among the brand's biggest goals are differentiating itself from competitors like HelloFresh and Blue Apron while...
Tags: Advertising, Brandweek, Brian Irwin


Beautyrest Changes the Conversation Around Sleep as Its Industry Undergoes Disruption

Purchasing a mattress has changed dramatically in recent years. A once sleepy category has undergone massive disruption with direct-to-consumer brands like Casper shaking up the market. For a legacy brand like Beautyrest, that kind of upheaval could be alarming, but so far it has helped the company drive more communication with consumers. "We're very much...
Tags: Advertising, Brandweek


Inside Papa John’s Transformation: How Diversity and Marketing Leaders Are Changing the Brand

Papa John's is ready to embark on a new chapter--one without former founder John Schnatter, who was publicly ousted from the brand (and all of Papa John's marketing) following his use of the N-word and other racially insensitive comments on a conference call back in May. Since then Papa John's has moved quickly to show...
Tags: Advertising, John, John Schnatter, Brandweek


Mastering These 2 Challenges Is Imperative for Brands, Say Execs From BET and Spotify

Marketers face a myriad of challenges in today's media landscape from navigating emerging technologies like blockchain to making their companies more diverse. Executives from Spotify, BET, IBM iX and Farmers Group explored these types of issues during a series of talks at Brandweek, where each presented on a different topic and asked the marketers in...
Tags: Advertising, Brandweek, Imperative for Brands Say Execs From BET, Spotify BET IBM, Farmers Group


Video: Target’s All-Female Creative Team for Swimwear Rolled the Dice for This Campaign

Target has the No. 1 market share in women's swimwear, but the retailer decided to do something a little different for its summer 2017 campaign. The creative team, which happened to be all women, chose to not airbrush any of the models in the body positivity campaign. "It felt like a small step that was...
Tags: Advertising, Brandweek


Video: How Levi’s Assessed a Tumultuous Political Landscape and Used Jeans to Bridge the Divide

The day after the 2016 election, Levi's Global Brands CMO Jennifer Sey knew the iconic American brand's marketing needed to reflect the current mood of a divided country. Sey shelved an advertising campaign for skinny jeans and got to work creating a new campaign meant to bridge that divide. And it worked. "We were up...
Tags: Advertising, Levi, Jennifer Sey, Brandweek


How Levi’s Assessed a Tumultuous Political Landscape and Used Jeans to Bridge the Divide

The day after the 2016 election, Levi's Global Brands CMO Jennifer Sey knew the iconic American brand's marketing needed to reflect the current mood of a divided country. Sey shelved an advertising campaign for skinny jeans and got to work creating a new campaign meant to bridge that divide. And it worked. "We were up...
Tags: Advertising, Levi, Jennifer Sey, Brandweek


How the NHL Is Preparing for the Next Generational Disruption

As the first pucks drop on the 2018-2019 NHL season, the league's front office is already looking to future hockey fans. At Brandweek, NHL CMO Heidi Browning talked about "the first polycultural generation," one that is "not an ethnic majority" and one that has "grown up with technology in their hands." "They are very empowered...
Tags: Advertising, NHL, Heidi Browning, Brandweek, Brandweek NHL


How to Build a Successful, Sustainable Brand, According to Bumble’s Chief Brand Officer

With so many new companies and competitors popping up in every category nearly every single day, it is so crucial to create strong brand identities that people will love and come back to over and over again. Bumble's chief brand officer Alexandra Williamson--who spoke at Adweek's recent Brandweek event in Palm Springs, Calif.--suggests one of...
Tags: Advertising, Bumble, Adweek, Palm Springs Calif, Brandweek, Alexandra Williamson


Brandweek Q&A: Anthony Hamilton on What Makes a Strong Personal Brand

Anthony Hamilton took the stage at the Date Shed in Indio, Calif., on Sept. 24 to perform for the crowd of marketers, advertisers and others gathered for Brandweek. A few hours before his show, he sat down with Adweek to discuss his personal brand, working with brands and how he balances the business of branding...
Tags: Advertising, Adweek, Anthony Hamilton, Indio Calif, Brandweek, Brandweek Q


Why Knowing Your Audience Matters More Than Ever

At the end of September during Brandweek, Adweek caught up with Matt Sweeney, CEO, Xaxis, North America, to hear about trends he's seeing in the advertising industry and ways brands could improve in terms of technology and capturing user data. Here's what he had to say. This interview has been edited and condensed for clarity....
Tags: Advertising, Matt Sweeney, Brandweek, Brandweek Adweek, Xaxis North America


Continuous Innovation Is the Only Way to Stay Relevant, Says Drone Racing League CEO

Brands measure all sorts of data points to determine whether or not consumers are happy with a product or message. But, in the world of Nick Horbaczewski, founder and CEO of the Drone Racing League (DRL), those statistics aren't as important as keeping the company one step ahead of the latest trend--a lesson every brand...
Tags: Advertising, Drone Racing League DRL, Nick Horbaczewski, Brandweek


Brendan Spain, VP of Advertising at the Financial Times, Explains Why Print Ad Sales Are Up at the Paper

The paper that stands out on the newsstand is profitable "before an ad goes into the newspaper," said Brendan Spain, vice president of advertising for the Americas at the Financial Times. Adweek caught up with Spain at Brandweek late last month, where we chatted about the state of the media industry, what technologies are in...
Tags: Americas, Advertising, Spain, Financial Times, Brendan, Brandweek, Brendan Spain VP, Financial Times Adweek


How Patrón Keeps Its Luxury Brand Status While Also Prioritizing Social Good

Sixty hands touch every bottle of Patr?n tequila before it ever leaves the production facility in Mexico. "It's not about doing what's efficient, it's about doing what's right," said Patr?n global CMO Lee Applbaum during an interview at Brandweek--done, appropriately enough, while enjoying a Patr?n on the rocks. From cutting the agave to hand-signing each...
Tags: Mexico, Advertising, Lee Applbaum, Brandweek


How Air New Zealand Is Shattering the Illusion That NZ Is an Unattainable Destination for Americans

New Zealand is a destination that's long been painted as otherworldly. The country's lush landscapes were famously used as a backdrop to all three Lord of the Rings films, and today, it routinely populates across Instagram feeds of wanderlust-inducing accounts. But while this not-of-this-earth reputation has helped earn New Zealand a spot on many travelers'...
Tags: Advertising, New Zealand, Nz, Brandweek