These brands don’t just grow faster—they’re also more resilient. During economic downturns, Go-to Brands lose only half as much market value as their peers.
BRANDS + MARKETERS
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Creators with meaningful audience relationships demonstrate that influence isn’t about size, it’s about impact
The bottom line? 2026 looks like a year of maturation. The shiny-object syndrome is fading, replaced by a focus on what actually works.
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AW SHORTS – BRANDS + MARKETERS
There has been much discussion in our industry about the collapse of the funnel. What we should be examining is the mindset of an emerging class of customer—one who rarely travels up and down a path from awareness to purchase but is always ready to make a decision about a brand.
Research has recently shown that the presence of a sonic logo can create a positive brand experience, even in the face of “uncertain and anxiety-inducing decision context or negative information about the target brand.”
It is past time for national advertisers to reevaluate OOH, not as a secondary option but as a core component of their marketing strategies.
As we usher in a new year, this wave of companies and how they reinvent themselves is not just rebranding their products, identities, slogans and narratives.
Consumers will come to expect more individualized attention and curation from brands, whether digitally or IRL, in 2024. The companies that anticipate these trends and take bold action to eclipse consumers’ expectations will thrive.
Though it was previously believed that celebrity endorsements had a limited impact on cannabis sales, the reverse appears to be true. Celebrity marijuana brands seemingly outsell brands with less star power,
As marketers, truly knowing our audiences sets us up for success. But to make an emotional connection, we must move beyond superficial traits and demos. We need to uncover the inner drives shaping behaviors and decisions.
The PR power behind the “Barbie” film is epic. Visibly noticeable as it turned the tide of fashion, the Barbie craze is truly a revolution!
The increasing number of online retailers, the growing adoption of early smartphones and internet connectivity, and the changing preferences of younger generations more inclined to shop online all pointed toward an e-commerce boom.
As a marketer, you have two choices: Get aboard the most relevant trends or get run over by socially savvy competitors.
Here’s how to break free of channel-specific marketing measurement and realign with core business goals.
In experiential marketing, the ‘brand’ retains significant importance, possibly more than ever. But, our perception of what constitutes a brand is changing.
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