Brands

Cigarette advertising: How government regulation and public perception changed everything

Tiffany Regaudie

It was only in the 1970s that government regulators would finally begin to listen to the medical community and restrict cigarette advertising in any meaningful way. But does that mean cigarette advertising stopped? 

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Are teen magazines back? How TooD is reinventing them (with a twist!)

Laura Leiva

Designed to cultivate engagement around various topics while highlighting related products, TooD Beauty is using nostalgia for teen magazines to create content for both the website and social platforms.

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BURN!: Are brands trying too hard (And is everyone over It)?

Laura Leiva

In today’s world, most of us will take a bit of humor anywhere or any time we can get it, right?For a lot of online users, that humor comes in the form of spicy takes and roasts – the bigger the burn the more engagement, likes, and comments a brand will get.

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Curie body

Sarah Moret of Curie on her Shark Tank experience: What it takes to land a deal with the Sharks

Kaleigh Moore

Curie focuses on natural and effective body products. The star of the show is the brand’s aluminum-free deodorant, sold in both solid and spray form. Additional products include a clay detox mask, whipped body wash, moisturizing body oil, hand sanitizer, and candles featuring their three unique scents.

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Social marketing and condoms: From Thailand to the United States during the AIDS crisis

Tiffany Regaudie

In 1974, Thailand tackled poverty with an unconventional approach: promoting the use of condoms. That same year, the average Thai family had seven children. Women didn’t have many opportunities outside the home, and supporting a large family was next to impossible on small wages during a recession. Rather than control the population by limiting the amount of children people could have by law, Mechai Viravaidya wondered if condom marketing and distribution alone could reduce the size of families over time. Viravaidya, a former minister who was frustrated by the Thai government’s inability to set a national family planning policy, founded the Population and Community Development Association (PDA) to take on the task. 

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History of vitamin and supplement advertising: Proof that nothing is original

Tiffany Regaudie

Vitamins and supplements have been in regulation purgatory since they were first developed in the early 20th century. At first because of lack of knowledge, then because of lobbying, vitamins and supplements have never been subject to the same regulatory requirements as other health products.

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Anine Bing

Anine Bing: From Influencer to Global Brand

Laura Leiva

From the editorial feed to classic styling, Anine Bing Official strikes that perfect balance between curated feed and the use of trending tools to keep followers engaged and interested.

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Photo by PlanetCare on Unsplash

Never an escape from drudgery: How cleaning innovations were advertised to women

Tiffany Regaudie

Between 1860–1965, we saw the invention and mass adoption of the electric washing machine, dishwasher, and vacuum cleaner. Paper towels reduced the amount of rags to clean. Liquid soap and germ-killing disinfectant sprays made it easier to sanitize surfaces. And none of it reduced the amount of hours spent on housework.

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Organic cotton period products

Tampax marketing: Then and now

Tiffany Regaudie

Now that Tampax has reached the top of the global market share food chain, period product startups are pouncing on the opportunity to unseat them. Can they?

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The hype-cycle history of gaming: From E.T. to Cyberpunk 2077

Tiffany Regaudie

Why do we have the gaming hype-machine we have today? And what will it look like 20 years from now if the metaverse matures past its clunky present form?

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How do brands like Peloton deal with an unexpected PR crisis?

Laura Leiva

So, what happens next for Peloton and how do brands come back after being skewered in the court of public opinion?

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How Jones Road Beauty went viral on TikTok

Kaleigh Moore

Against all odds, Jones Road Beauty videos went viral multiple times, reaching 1M views within 24 hours and attracting over 130,000 followers in less than a week. 

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An interview with Chris Vaccarino of Fanjoy on the power of partnering with creators

Ashley R. Cummings

I had the opportunity to interview Chris and Fanjoy’s VP of Talent, Josh “Caru” Glodoveza, to learn more about the power of partnering with creators

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How New Balance became the king of collabs

Clayton Chambers

Here we are, wracking our brains to imagine a world where New Balance is going toe-to-toe with Nike to claim its position as a culturally dialed-in brand in the sneaker business.

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Colgate marketing: Then and now

Tiffany Regaudie

In 2015, more than 200 years after its founding, Colgate became the only brand in the world purchased by more than half of all households. Keep reading to find out how Colgate got from point A to point B with more than two centuries of steady innovation

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Abercrombie & Fitch's approach to marketing: Then and now

Tiffany Regaudie

The Abercrombie & Fitch brand story is a reminder that entrepreneurship is a journey that will almost never take you to the places on your itinerary. 

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Joanne Coffey on flexible influencer marketing and becoming a retention marketer for Jones Road Beauty

Kaleigh Moore

I recently interviewed Joanne Coffey, a data-driven email and SMS marketer who works with early-stage startups in the DTC beauty industry.

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CVS Health’s approach to marketing: Then and now

Tiffany Regaudie

Find out how CVS pharmacy grew through weekly sales, fanatic couponing, and sophisticated loyalty programs—and how that growth is fueling the future of CVS as a healthcare giant. 

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VW mocking ads

Brands are mocking themselves and it might be working

Tiffany Regaudie

Brands like Duolingo, Grubhub, and KFC are running through their own versions of this formula, all with successful view counts on TikTok, YouTube, and even the Lifetime Channel. But we have to ask — is the sass leading to sales?

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Pabst Blue Ribbon marketing: Then and now

Tiffany Regaudie

Keep reading to find out how Pabst Blue Ribbon’s brand has twisted and turned throughout the years, by paying attention to geographic differences in sales … particularly in Portland, Oregon

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Carson + Doyle advertising agency

How an agency comprised solely of Gen Z employees creates viral ad campaigns

Ashley R. Cummings

To better understand how brands can engage Gen Z; I interviewed Charlie Naus, Managing Director and Co-Founder of Carson+Doyle agency

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Scotch & Soda NY

How Scotch & Soda went from wholesale to global DTC brand

Laura Leiva

Retailers who face a decline in sales or foot traffic—especially once consumers get back in-store—will need to shake things up if they hope to compete with brands like Scotch & Soda.

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LVMH’s investment in ALD

Aimé Leon Dore secures the bag. Now what?

Clayton Chambers

A few thoughts on LVMH’s investment in ALD and why it’s a great move for them.

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Doritos brand

Doritos marketing: Then and now

Tiffany Regaudie

Little known fact: Walt Disney helped create Doritos. Keep reading to find out how Doritos took a big chomp into the snack market with big product risks, controversial marketing tactics, and partnerships that fuel brand relevance.

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How to build true brand community for the long haul

How to build true brand community for the long haul

Clayton Chambers

A conversation with community experts about how to build a community in 2022 and why it even matters at all.

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Walgreens' marketing

Walgreens’ approach to marketing: Then and now

Tiffany Regaudie

Find out more about how Walgreens has evolved since it was established in 1901 and how a longstanding culture of innovation is helping them regain market share.

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Marvel marketing

Marketing lessons from Marvel

Megan Kopalasingam

5 pages to steal from Marvel’s promotional handbook

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live events gen z

How to use live events to capture the attention of Gen Z

Ashley R. Cummings

If brands want to connect with Gen Z—especially during live events—they must rethink traditional advertising and meet them where they live—on their phones.

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Man in green sweater with crossed arms

Eli Weiss on chasing curiosity, playing the long game, and how to be a good boss

Clayton Chambers

Chatting with the King of CX about life, work, and how to take care of your employees

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Absolute Vodka bottles with different flavors.

Absolut's approach to marketing: Then and now

Tiffany Regaudie

Starting in 1836, Absolut has achieved global recognition through contemporary art, party culture, and investments in design.

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Instagram recently rolled out a new feature that has brands buzzing: Collabs.

Instagram collabs: What’s in it for brands?

Kaleigh Moore

Instagram recently rolled out a new feature that has brands buzzing: Collabs.

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2022 State of CBD advertising: Opportunities for brands

2022 State of CBD advertising

Tiffany Regaudie

We've created this report to help CBD brands understand the do's and don'ts of advertising and social promotion of CBD products.

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Coca-Cola invented santa

Coca-Cola marketing: Then and now

Tiffany Regaudie

Now, 133 years later, 94% of the world’s population recognizes the Coca-Cola brand. And it’s no wonder they do Coca-Cola spends an annual average of $4 billion on worldwide marketing!

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Balenciaga Fortnite

Luxury fashion’s obsession with gaming

Clayton Chambers

Balenciaga, Gucci, and Louis Vuitton are flocking to the metaverse, and here’s why.

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Michelin marketing timeline

Michelin's approach to marketing: Then and now

Jessica Wei

From taking over the family business in 1880 to creating the legendary culinary star system, Michelin has been reinventing their brand for decades.

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Patagonia brand marketing

Patagonia's approach to marketing: Then and now

Tiffany Regaudie

From suing Donald Trump to asking people NOT to buy their jackets, Patagonia has been on a bold mission to protect the plant and build a world-class brand at the same time.

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Michael Jordan Gatorade

Gatorade's approach to marketing: Then and now

Tiffany Regaudie

From science experiment to 72% market share, find out how Gatorade mastered athletic sponsorships—but not without some serious fumbles in messaging.

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Plum Deluxe founder interview

From IT to tea: Andy Hayes’s journey with Plum Deluxe

Andy Hayes

As my love of tea grew, I realized my background in computing put me in the perfect position to start my own business.

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Building brand loyalty, credit: Asia Mernissi, Medium

Building brand loyalty: retaining your best customers while creating a lasting community

Laura Leiva

It’s no secret that shoppers continually return to brands they love and trust

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History of Marvel

Marvel’s approach to marketing: Then and now

Kaleigh Moore

Marvel has come a long way from its origins as a comic book series to become one of the biggest media empires in the world.

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IKEA’s flagship Kungens Kurva store in Stockholm, 1965. Credit: IKEA

IKEA's approach to marketing: Then and now

Tiffany Regaudie

Find out how IKEA built a brand based on consumer effort: the effort to visit the store, navigate its showroom maze, and build the products they purchased from it. 

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ALD and Porsche just filmed a campaign in Greece!

The anatomy of a great collab

Clayton Chambers

Collabs are essential for the modern brand. Here’s what separates the good from the great.

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Gamification for brands

Brands like Starbucks, oVertone, and Nike + Run Club are using gamification to boost customer experiences–will it work for you?

Laura Leiva

Retail brands are starting to implement gamification features. So what does that mean for everyone else?

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Old fashioned Levis advertisement

Levi's approach to marketing: Then and now

Tiffany Regaudie

From 1872 to 2020, let's examine the last 143 years of Levi's brand. Keep reading to find out more about the lessons Levi’s learned amidst missed fashion trends, ten years of falling revenue, debt, and a comeback no one expected. 

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KFC makes Crocs brand collaboration

Think it’s time for a reinvention? Brand collaborations is the way to go

Laura Leiva

Sometimes, a brand collaboration doesn’t make sense at first but when done, has the potential to build momentum and popularity. 

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Allen Edmonds Shoes

How Allen Edmonds created an eco-conscious brand

Ashley R. Cummings

Allen Edmonds has dedicated time, energy, and resources to building an eco-conscious recrafting program—without giving up luxury, leather footwear.

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Polaroid marketing and brand

Polaroid’s approach to marketing: Then and now

Kaleigh Moore

Polaroid was founded over 75 years ago in 1937, since then, the brand has been running at an intersection of technology, innovation, art, and photography. 

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Jacob Zuppke AutoPets

Jacob Zuppke on AutoPets’ DTC origins, and embracing the new creator model

Jacob Zuppke

Building a company and figuring out your marketing strategy is tough work. Learn how AutoPets uses DTC and Creators to skyrocket growth.

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Marketing through the ages: World War 2

World War II marketing: Then and now

Tiffany Regaudie

World War II advertising: When government and corporate America began a beautiful friendship

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Chicago Bulls Zenni Optical

How Zenni drives record numbers through partnerships with Chicago Bulls, Iris Apfel, Rashida Jones, & more

Ashley R. Cummings

The most successful partnerships are ones when the partner is already a fan of our brand and understands our values.

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Upstate Rug Supply

Joanna Mahserdjian of Upstate Rug Supply on building a modern heritage brand

Joanna Mahserdjian

In this age of fast food, social media, Photoshop, and superficiality, we’re steadfast in our belief in authenticity

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Run Gum TikTok

The TikTok method that scored Run Gum 7k followers in 6 Hrs

Ashley R. Cummings

See how TikTok creator @growithjessie uses this method to triple followers for multiple brands

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Jordan Karcher Grounds & Hounds.

Jordan Karcher on creating social impact through Grounds & Hounds Coffee Co.

Jordan Karcher

Jordan built Grounds & Hounds to save rescue pups and provide great service and products that also make a positive impact on society. 

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Kylie Jenner Popup shop

Pop-up Shops: Are they worth trying—and could it work for your brand?

Laura Leiva

For brands, having a limited-time pop-up experience helps create a buzz around new products

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the House of CHANEL

Chanel’s approach to marketing: Then and now

Tiffany Regaudie

We explore the full history of the House of CHANEL from Coco to eComm

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Fashion models sitting on a bench.

Berkley Bering of Past Life the Collective on building a sustainable, empathetic approach to fashion

Berkley Bering

The truth is: I didn’t start this business because I wanted to get into fashion.

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Michael Jordan Nike Ad

Nike’s approach to marketing: Then and now

Kaleigh Moore

Nike has created some of the world’s greatest marketing moments and innovations which put their name on the athletic apparel map forever. 

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Man relaxing on a couch looking at a cat.

Jackson Cunningham of Tuft & Paw on the concept of validation in entrepreneurship, putting cats’ needs first, and investing in the customer experience

Jackson Cunningham

Since our founding, we’ve grown quite fast, but our focus has remained the same: putting cats’ needs first. 

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Gucci’s the only luxury brand that’s getting younger.

It’s Gucci’s 100th Birthday. They’re just getting started.

Clayton Chambers

Gucci’s the only luxury brand that’s getting younger. Here’s what we can all learn from them.

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fashion brand stories that double-down on identity are so powerful

Storytelling and identity for fashion brands: What it means

Tiffany Regaudie

We buy clothes to feel good in our skin and differentiate ourselves from others. That’s why fashion brand stories that double-down on identity are so powerful

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Otherland variety candles.

Otherland founder Abigail Stone on how storytelling & nostalgia fuel her brand narrative

Abigail Stone

I always knew deep in my heart I wanted to run a business.

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Eight Sleep Pod

Biohacking Sleep: How Eight Sleep is inventing the sleep fitness category

Tiffany Regaudie

Casper is a mattress. Eight Sleep is an entire sleep system. 

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Brooklinen influencer

How Brooklinen, TULA skincare, and others find, evaluate, and select creators

Kaleigh Moore

We can draw inspiration from brands that already have a system in place for finding their ideal partners.

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TikTok Trends 2021

TikTok trends: What brands need to know in 2022

Kaleigh Moore

Getting your brand’s TikTok off the ground will require some work. It’s smart to start by using some tried-and-tested content formats. 

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Pura Vida Bracelet

Griffin Thall of Pura Vida on leveraging creators for DTC growth

Griffin Thall

Here’s a peek into what we’ve been up to at Pura Vida, where we started, the obstacles we’ve faced, and how we leveraged creators in our marketing mix.

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Creator providing free promotion to their audience.

Themed collections and collabs: How brands build excitement in 2021

Kaleigh Moore

With the creator providing free promotion to their audience, a well-done creator collab is like minting money. 

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Dollar Shave Club Kit

Dollar Shave Club’s approach to marketing: Then and now

Tiffany Regaudie

Find out how Dollar Shave Club took on Gillette as a market leader in razors and built a subscription model before anyone else was doing it.

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Netflix launches Halston collection

Halston x Netflix: The power of hype and timing

Kaleigh Moore

With the Halston collection, Netflix is setting foot in high fashion for the first time.

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Three people walking towards a cabin in the woods wearing sleeping bags

Wylie Robinson of Rumpl on creating a new category of blankets, prioritizing sustainability, and collaborating with artists

Wylie Robinson

The thing about Rumpl I’m most proud of, apart from our B-corp status and our top-notch team, is the fact that we have truly created a new category of product from the ground up.

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Brightland extra virgin olive oil.

Founder Aishwarya Iyer of pantry essentials company Brightland on conscious sourcing and bringing beauty to a pantry essential

Aishwarya Iyer

I felt extremely unqualified to jump into the world of olive oil and commerce with no official background in food or business to get to the point where I could say I would try my hand at building a CPG brand. And in 2017, I got there.

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Nintendo Marketing

Nintendo’s approach to marketing: Then and now

Tiffany Regaudie

Find out how Nintendo came to dominate the video game market through creative positioning, investments in content, and calculated risks. 

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Ere Partanen on bringing the Finnish Long Drink to America, partnering with celebrities, and the power in ground-level marketing

Ere Partanen

I launched the Finnish Long Drink in America. Three years post-launch, it's now one of the fastest-growing alcohol companies in the US, having grown 470% yearly.

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How brands are reaching more customers through same-day delivery

Laura Leiva

Incorporating same-day delivery services into a brand strategy might be worth looking into if you want to go a step further with the convenience factor. 

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Jeremy Cai on changing the retail game with Italic and its unique membership model

Jeremy Cai

Retail is ultimately set up to benefit the seller, not the shopper, nor the makers. With Italic, I made it my mission to change that. 

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What does it mean to be a sustainable fashion brand in 2021?

Clayton Chambers

Clayton Chambers highlights some of the ways that clothing brands from around the world are taking on the fight against climate change.

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Lillie Sun of Three Ships on marketing with transparency and education in mind

Lillie Sun

Lillie discusses growth marketing, and what makes Three Ships so special.

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From side hustle, to Nordstrom, to QVC: Curie founder Sarah Moret on mastering bootstrapped DTC growth

Sarah Moret

A few tips from Curie founder Sarah Moret on how you can take a passion and turn it into a blossoming business

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How SuitShop boosted top-of-funnel ad results by 50%

Kaleigh Moore

How a top-of-funnel content experiment led to a strategy rehaul

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An intimate conversation about life, personal style, and growing up in New York with Pattern Brands, Emmett Shine

Clayton Chambers

We explore the personal side of Pattern Brands Co-founder Emmett Shine to learn about the man behind the brand

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To subscribe or not: should your brand offer subscriptions?

Laura Leiva

Subscriptions aren’t a new concept. The printing industry has offered subscriptions to publications for generations.

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How fashion brands can “Go Green” without greenwashing

Jessica Wei

Not only do we owe it to the planet to reduce our carbon emissions through production and supply chains, but it’s also what consumers now demand when they’re looking to buy

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How Inkbox went beyond tattoo culture to create a brand based on inclusivity

Tim Peckover

Whether this is your first “tattoo” or the latest of many, the brand experience Inkbox has created will make you feel like tattoo culture was made for you to be a part of. 

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Andrew Goble of Jambys on product, customer experience, and taking marketing risks

Andrew Goble

Andrew Goble shares his thoughts on Jambys' unique approach to marketing

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House of Wise founder Amanda Goetz on using the affiliate model to grow her CBD brand

Amanda Goetz

Traditional paid advertising and growth marketing levers were not an option for House of Wise, so I had to get creative

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Rally and the business of investing in nostalgia

Clayton Chambers

Robinhood and Coinbase capture the most praise and market share with democratized investing in publicly traded companies and cryptocurrency, Rally has carved an unlikely niche for discretionary investments: collectibles.

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Drop Party Marco M

Drop Party: a better way for top creators to sell merch

Clayton Chambers

You might not know about them yet, but Drop Party is a full-service eCommerce platform quickly standing out from the existing landscape, and uniquely positioned to win in the long run.

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Jing Gao's reinventing the spice trade with Fly by Jing

Jessica Wei

Dig in to how Fly By Jing managed to go from a few batches of knock-out sauce to reinventing the spice trade.

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Why we're drawn to Dispo

Clayton Chambers

Here's why we are drawn to Dispo, what that means for consumers and brands, and how this influences the landscape for social platforms.

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Jason Wong of Doe Lashes on using bundles to boost AOV

Kaleigh Moore

While Jason initially brought lash bundles onto the scene to raise AOV, Doe has since discovered that their bundles provide the brand with plenty more benefits. 

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Meal-Kit world dominance vs. high customer churn

Tiffany Regaudie

HelloFresh was established with one goal and one goal only: worldwide domination of the burgeoning meal-kit category. Since the beginning, HelloFresh has been all business.

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How MeUndies convinced people they need an underwear subscription

Since 2011, MeUndies has sold more than 17 million pairs of underwear––nearly 25% of which were purchased in 2020. So … how did they do it? How did they convince people to invest in a subscription for underwear?

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3 brand-creator relationships gone wrong: how to avoid high-stakes mistakes

Tiffany Regaudie

What happens when a creator uses their platform to slam your product? Or takes issue with a creator campaign you’ve launched? Keep reading for the good, the bad, and the ugly in crisis communications involving creators.

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2021 state of influencer rates report

We’ve spoken with influencers from every industry to understand not only their rates but what drives them to set the rates they do. 

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How a nation thrived as outsiders in a game they invented

Matthew Sourgoutsidis

With the launch of the #WetheNorth campaign, the marketing team at Maple Leafs Sports and Entertainment (MLSE) set their targets on a much larger goal: uniting an entire nation through basketball. Here’s how they did it.

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Red Bull’s approach to marketing: then and now

Kaleigh Moore

An overview of Red Bull's marketing over the years

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How the Always Pan inspires authentic user-generated content

Tiffany Regaudie

The Always Pan’s success may, in part, be attributed to shallow reasons: it’s just so … pretty. Our Place may just be the first piece of cookware designed with Instagram creators in mind.

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Report | Non-Alcoholic Beverages Trends

Richelle Batuigas

Category outlook crowdsourced by what consumers are saying online about Non-Alcoholic Beverages

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An inside look at the Pattern Brands marketing strategy

Kaleigh Moore

Cookware-focused Equal Parts, and home organization-focused Open Spaces talk marketing strategies

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Post-COVID-19 Marketing Trends

Vincent Trentini

Here are seven post-COVID-19 marketing trends you should consider to help you speed recovery and begin 2021.

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Beauty trends: COVID-19

Richelle Batuigas

Beauty is changing fast with COVID-19. We've put together some research on what the future looks like for this category.

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