Triple Whale: How an enterprise SaaS found a highly relatable voice on social media
If you want to be successful in B2B marketing, make your efforts look more like DTC marketing. At least that’s the emerging train of thought, and strategy being following by Triple Whale, a marketing analytics and attribution SaaS.
Why storytelling is critical for DTC success
It’s clear that consumers are selective about where they spend their money, and brands that share specific beliefs and values have won the hearts of the modern-day consumer over brands that slap a logo on their product that’s made in the same factory as thousands of others.
How Pura sells the sense of smell, even across digital platforms
Brands that sell fully sensory products, especially senses that don’t translate well in a digital setting—taste and smell—have a unique marketing challenge. It’s not an easy task, but some brands, like Pura, are still somehow knocking their eCommerce sales out of the park.
What’s your sign? How brands are using astrology to start a conversation
Gone are the days you’d only find a generic horoscope at the back of a gossip magazine. Now, you can shop for candles that speak to your zodiac sign or even order a fast food meal that aligns with your vIbEz. In other words, astrology is undergoing a marketing makeover.
Market research in the world of COVID and eCommerce
In a lot of ways market research is a legacy tactic, but that doesn’t mean it should be ignored by brands big and small. In fact, market research as come a long way from the focus groups of the past. While formal studies and surveys are still on the table, the host of potential market research channels now open to marketers has grown exponentially.
DTC brands turn to crowdfunding investments as recession looms
The uncertainty in the current eCommerce environment along with the pullback from VCs has led to tougher sledding for brands looking to raise capital rounds. But it’s not all doom and gloom.Over the past month, a group of community-driven DTC brands has turned to crowdfunding as a means to fuel growth. Obvi, CROSSNET, and Wunderkeks publicly launched investment rounds targeting different audiences—from customers, friends, and family to DTC founders and angels.
Yeezy Gap merchandising: Insensitive or innovative?
Instead of displaying the latest Yeezy x Gap collection on traditional hangers and display plinths, the clothes appeared in giant black bags placed around the store floor. There was a firestorm of comments on social media after a tweet showing the offbeat visual merchandising for the Yeezy x Gap collection went viral.
Marketing books pivots from the Gutenberg press to ‘Booktok’
Printed books have survived the invention of the radio, television, video games, the internet, social media, and virtual reality. While it remains to be seen how much longer printed books will exist alongside whatever the metaverse ends up being, Lindy’s Law—the longer something has existed, the more likely it is to have a longer remaining life expectancy—suggests that books will be around for many years to come.
From DTC to retail: How brands are migrating into big box stores
As more and more DTC brands start moving into retail stores (and legacy brands move toward adding a DTC arm to the company), there’s going to be a blurring of the lines – making it essential for brands to incorporate a variety of sales channels into a strategy in order to remain competitive.
IN BOLD PRINT looks to become source of truth on 'sustainable' DTC brands
The inspiration behind IN BOLD PRINT came from an all-too-familiar scenario—the founders kept seeing brands use sustainability as a marketing tactic and making baseless claims such as “clean,” “eco-friendly,” and “green.” Pradhan and Valor found themselves spending countless hours researching and evaluating what makes one brand’s product more sustainable than another.
Cigarette advertising: How government regulation and public perception changed everything
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?
Are teen magazines back? How TooD is reinventing them (with a twist!)
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.
BURN!: Are brands trying too hard (And is everyone over It)?
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.
Sarah Moret of Curie on her Shark Tank experience: What it takes to land a deal with the Sharks
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.
Social marketing and condoms: From Thailand to the United States during the AIDS crisis
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.
History of vitamin and supplement advertising: Proof that nothing is original
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.
Anine Bing: From Influencer to Global Brand
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.
Never an escape from drudgery: How cleaning innovations were advertised to women
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.
Growing brand partnerships on TikTok with insight from Kristina Mikhalkova of Vessi
Brands and creators are partnering to leverage TikTok’s creative power—and the results are eye-popping. With a recent TikTok report outlining impressive results from these partnerships, there’s no time like the present to team up with your favorite creators to establish social proof, boost brand and product awareness, and increase sales.
Tampax marketing: Then and now
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?
The hype-cycle history of gaming: From E.T. to Cyberpunk 2077
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?
How do brands like Peloton deal with an unexpected PR crisis?
So, what happens next for Peloton and how do brands come back after being skewered in the court of public opinion?
Need makeup tips? How Jones Road Beauty went viral on TikTok
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.
An interview with Chris Vaccarino of Fanjoy on the power of partnering with creators
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
How New Balance became the king of collabs
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.
Colgate marketing: Then and now
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
Abercrombie & Fitch's approach to marketing: Then and now
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.
Joanne Coffey on flexible influencer marketing and becoming a retention marketer for Jones Road Beauty
I recently interviewed Joanne Coffey, a data-driven email and SMS marketer who works with early-stage startups in the DTC beauty industry.
CVS Health’s approach to marketing: Then and now
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.
Brands are mocking themselves and it might be working
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?
Pabst Blue Ribbon marketing: Then and now
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
How an agency comprised solely of Gen Z employees creates viral ad campaigns
To better understand how brands can engage Gen Z; I interviewed Charlie Naus, Managing Director and Co-Founder of Carson+Doyle agency
How Scotch & Soda went from wholesale to global DTC brand
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.
Aimé Leon Dore secures the bag. Now what?
A few thoughts on LVMH’s investment in ALD and why it’s a great move for them.
Doritos marketing: Then and now
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.
How to build true brand community for the long haul
A conversation with community experts about how to build a community in 2022 and why it even matters at all.
Walgreens’ approach to marketing: Then and now
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.
Marketing lessons from Marvel
5 pages to steal from Marvel’s promotional handbook
How to use live events to capture the attention of Gen Z
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.
Eli Weiss on chasing curiosity, playing the long game, and how to be a good boss
Chatting with the King of CX about life, work, and how to take care of your employees
Absolut's approach to marketing: Then and now
Starting in 1836, Absolut has achieved global recognition through contemporary art, party culture, and investments in design.
Instagram collabs: What’s in it for brands?
Instagram recently rolled out a new feature that has brands buzzing: Collabs.
Coca-Cola marketing: Then and now
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!
2022 State of CBD advertising
We've created this report to help CBD brands understand the do's and don'ts of advertising and social promotion of CBD products.
Luxury fashion’s obsession with gaming
Balenciaga, Gucci, and Louis Vuitton are flocking to the metaverse, and here’s why.
Michelin's approach to marketing: Then and now
From taking over the family business in 1880 to creating the legendary culinary star system, Michelin has been reinventing their brand for decades.
Patagonia's approach to marketing: Then and now
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.
Gatorade's approach to marketing: Then and now
From science experiment to 72% market share, find out how Gatorade mastered athletic sponsorships—but not without some serious fumbles in messaging.
From IT to tea: Andy Hayes’s journey with Plum Deluxe
As my love of tea grew, I realized my background in computing put me in the perfect position to start my own business.
Building brand loyalty: retaining your best customers while creating a lasting community
It’s no secret that shoppers continually return to brands they love and trust
Marvel’s approach to marketing: Then and now
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.
IKEA's approach to marketing: Then and now
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.
The anatomy of a great collab
Collabs are essential for the modern brand. Here’s what separates the good from the great.
Brands like Starbucks, oVertone, and Nike + Run Club are using gamification to boost customer experiences–will it work for you?
Retail brands are starting to implement gamification features. So what does that mean for everyone else?
Levi's approach to marketing: Then and now
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.
Think it’s time for a reinvention? Brand collaborations is the way to go
Sometimes, a brand collaboration doesn’t make sense at first but when done, has the potential to build momentum and popularity.
How Allen Edmonds created an eco-conscious brand
Allen Edmonds has dedicated time, energy, and resources to building an eco-conscious recrafting program—without giving up luxury, leather footwear.
Polaroid’s approach to marketing: Then and now
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.
Jacob Zuppke on AutoPets’ DTC origins, and embracing the new creator model
Building a company and figuring out your marketing strategy is tough work. Learn how AutoPets uses DTC and Creators to skyrocket growth.
World War II marketing: Then and now
World War II advertising: When government and corporate America began a beautiful friendship
How Zenni drives record numbers through partnerships with Chicago Bulls, Iris Apfel, Rashida Jones, & more
The most successful partnerships are ones when the partner is already a fan of our brand and understands our values.
Test Joanna Mahserdjian of Upstate Rug Supply on building a modern heritage brand Copy
In this age of fast food, social media, Photoshop, and superficiality, we’re steadfast in our belief in authenticity
The TikTok method that scored Run Gum 7k followers in 6 Hrs
See how TikTok creator @growithjessie uses this method to triple followers for multiple brands
Jordan Karcher on creating social impact through Grounds & Hounds Coffee Co.
Jordan built Grounds & Hounds to save rescue pups and provide great service and products that also make a positive impact on society.
Pop-up Shops: Are they worth trying—and could it work for your brand?
For brands, having a limited-time pop-up experience helps create a buzz around new products
Chanel’s approach to marketing: Then and now
We explore the full history of the House of CHANEL from Coco to eComm
Berkley Bering of Past Life the Collective on building a sustainable, empathetic approach to fashion
The truth is: I didn’t start this business because I wanted to get into fashion.
Nike’s approach to marketing: Then and now
Nike has created some of the world’s greatest marketing moments and innovations which put their name on the athletic apparel map forever.
Jackson Cunningham of Tuft & Paw on the concept of validation in entrepreneurship, putting cats’ needs first, and investing in the customer experience
Since our founding, we’ve grown quite fast, but our focus has remained the same: putting cats’ needs first.
It’s Gucci’s 100th Birthday. They’re just getting started.
Gucci’s the only luxury brand that’s getting younger. Here’s what we can all learn from them.
Storytelling and identity for fashion brands: What it means
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
Otherland founder Abigail Stone on how storytelling & nostalgia fuel her brand narrative
I always knew deep in my heart I wanted to run a business.
Biohacking Sleep: How Eight Sleep is inventing the sleep fitness category
Casper is a mattress. Eight Sleep is an entire sleep system.
How Brooklinen, TULA skincare, and others find, evaluate, and select creators
We can draw inspiration from brands that already have a system in place for finding their ideal partners.
TikTok trends: What brands need to know in 2022
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.
Griffin Thall of Pura Vida on leveraging creators for DTC growth
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.
Themed collections and collabs: How brands build excitement in 2021
With the creator providing free promotion to their audience, a well-done creator collab is like minting money.
Dollar Shave Club’s approach to marketing: Then and now
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.
Halston x Netflix: The power of hype and timing
With the Halston collection, Netflix is setting foot in high fashion for the first time.
Wylie Robinson of Rumpl on creating a new category of blankets, prioritizing sustainability, and collaborating with artists
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.
Founder Aishwarya Iyer of pantry essentials company Brightland on conscious sourcing and bringing beauty to a pantry essential
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.
Nintendo’s approach to marketing: Then and now
Find out how Nintendo came to dominate the video game market through creative positioning, investments in content, and calculated risks.
Ere Partanen on bringing the Finnish Long Drink to America, partnering with celebrities, and the power in ground-level marketing
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.
How brands are reaching more customers through same-day delivery
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.
Jeremy Cai on changing the retail game with Italic and its unique membership model
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.
What does it mean to be a sustainable fashion brand in 2021?
Clayton Chambers highlights some of the ways that clothing brands from around the world are taking on the fight against climate change.
Lillie Sun of Three Ships on marketing with transparency and education in mind
Lillie discusses growth marketing, and what makes Three Ships so special.
From side hustle, to Nordstrom, to QVC: Curie founder Sarah Moret on mastering bootstrapped DTC growth
A few tips from Curie founder Sarah Moret on how you can take a passion and turn it into a blossoming business
How SuitShop boosted top-of-funnel ad results by 50%
How a top-of-funnel content experiment led to a strategy rehaul
An intimate conversation about life, personal style, and growing up in New York with Pattern Brands, Emmett Shine
We explore the personal side of Pattern Brands Co-founder Emmett Shine to learn about the man behind the brand
To subscribe or not: should your brand offer subscriptions?
Subscriptions aren’t a new concept. The printing industry has offered subscriptions to publications for generations.
How fashion brands can “Go Green” without greenwashing
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
How Inkbox went beyond tattoo culture to create a brand based on inclusivity
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.
How Monster Energy uses video content to provoke a lifestyle
Shawn Paarmanns, the Video Production Manager at Monster Energy, is on a mission to share the Monster lifestyle through engaging video content
Andrew Goble of Jambys on product, customer experience, and taking marketing risks
Andrew Goble shares his thoughts on Jambys' unique approach to marketing
House of Wise founder Amanda Goetz on using the affiliate model to grow her CBD brand
Traditional paid advertising and growth marketing levers were not an option for House of Wise, so I had to get creative
Rally and the business of investing in nostalgia
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.
Drop Party: a better way for top creators to sell merch
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.
Why we're drawn to Dispo
Here's why we are drawn to Dispo, what that means for consumers and brands, and how this influences the landscape for social platforms.
Jason Wong of Doe Lashes on using bundles to boost AOV
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.
Meal-Kit world dominance vs. high customer churn
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.