Brands

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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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 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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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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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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Patagonia Original Company Photo

Patagonia’s approach to marketing: Then and now

Jessica Wei

Patagonia is one of the top privately-held apparel companies in the world. You'll find it on everyone from Wall Street bros to street style fashionistas.

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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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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 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 2021

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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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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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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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: 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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How to hire your next media buyer and creative strategist

Roger Figueiredo

Taylor Holiday has generously shared a document they use for hiring media buyers at Common Thread Collective. Have a look.

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How to think about influencer marketing—doing it in-house OR agency OR platform?

Roger Figueiredo

What's the right way to do execute influencer marketing? There are three big options marketers choose from, and we dive in to each one.

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How to think about influencer marketing—nano, micro, mid, macro... celebrity??

Roger Figueiredo

Follower counts are deceiving, but so much of influencer marketing conversation revolves around this easy-to-hack number.

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How to think about influencer marketing

Roger Figueiredo

There are still lots of unknowns with influencer marketing Still a lot of questions. I’ve compiled the top concerns I’ve heard from marketing folks into this series.

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How to think about influencer marketing—gifting vs. paying

Roger Figueiredo

I've literally heard some marketers swear that they'd never EVER pay influencers to talk about their product. This is a real issue, and something we should talk about.

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How to think about influencer marketing—content creation or distribution?

Roger Figueiredo

When you pay creators, what are you actually getting in return? We cover that here.

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Report | COVID-19 & evolving consumer behaviors

Richelle Batuigas

This research report provides insight into how consumer behavior has evolved with the COVID-19 outbreak.

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“Where’s the ROI?”

Roger Figueiredo

The most common influencer marketing question

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Wherever there’s a Canadian, there’s a Canadian Tire

Matthew Sourgoutsidis

In a world of borderless eCommerce, Canadian Tire leverages its Canadianness as one of its greatest assets for building loyalty and inspiring customers. Digital creators and their passion for visual storytelling played a significant role in helping Canadian Tire in achieving this brand feeling.

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What you’re missing by running influencer marketing in-house

Kaleigh Moore

With the influencer marketing industry predicted to reach $10 billion in 2020, it’s a must-have for most brands. The problem is: Managing it is a ton of work.

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Ub(er)iquitous

Matthew Sourgoutsidis

Uber eats uses #paid to prove they can deliver McDonald's McFlurry before it melts

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Instagram is removing likes, and that’s ok

Roger Figueiredo

Last week, Instagram announced that it won’t be displaying likes on posts. It’s testing this change in Canada for now, but if it works…

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Neuroscience proves influencer marketing outperforms TV and display

Roger Figueiredo

Marketing with creators or influencers is a relatively new phenomenon. When we sit down with brands and agencies, the first question we…

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