Creator Marketing

Super Bowl ads sell reach, but creator marketing masters closeness

Emmy Liederman
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Industry execs talk creator partnerships as the key to invested audiences

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When did school and social media become so compatible?

Emmy Liederman
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By combining academia and entertainment, education marketers are breaking through new territory

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When TikTok decides your product is a dupe

Emmy Liederman
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As discovering dupes becomes a point of pride, here’s how marketers are chiming in

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From turn up to calm down: Lil Jon’s foray into mindfulness

Emmy Liederman
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The newfound meditation coach joins forces with Clorox brand Natural Vitality

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VidCon to feature top marketing voices from the White House to Spotify

Aaron Batarse Brown
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The brand is splitting this year’s conference into community, creator and industry tracks

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From fans to foes: How customer service can make or break creator brands

Jess Cervellon
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For this growing market, considering every consumer touch point is key

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Why Nikon asked creators to spend eight days on self-reflection

Emmy Liederman
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The brand is promoting its Z8 camera by requesting personal narratives

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How can brands prove they actually care about social causes?

Emmy Liederman
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Misfits Market’s latest partner is a viral Instagram page rooted in activism

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Consumers are afraid of getting older—can marketers shift the narrative?

Emmy Liederman
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As younger audiences eye anti-aging products, creators and brands are trying a different approach

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Creator Economy Scoop: The creative content that goes unseen

Olivia Harris
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Here's this week's roundup of industry news

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Does AI threaten creator marketing, or does it make the work more meaningful?

Emmy Liederman
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Marketers consider the impact of emerging tech on both creative output and staff fulfilment

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Creator Economy Scoop: When small creators reign supreme

Olivia Harris
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Here's this week's roundup of industry news

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How women in the Olympics are building second careers as influencers

Emmy Liederman
&

Athletes look to diversify their digital presence while upholding fanbase engagement

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Why Urban Outfitters is giving Philadelphia creators an international stage

Emmy Liederman
&

The global brand is building its local presence to build distinction and loyalty

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Creators are good at selling stuff, but can they drive big-budget bookings?

Emmy Liederman
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Why the company behind Hard Rock and Nobu Hotels still swears by the gifting model

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When do creators and brands need private social channels?

Emmy Liederman
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Alexia Mosca

As social platforms test new features, users consider their impact on accessibility and reach

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Creator economy scoop: Pay transparency and brand trip controversy

Olivia Harris
&

Here's this week's roundup of industry news

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Creator Economy Scoop: Creator likeness and partnership faux pas

Olivia Harris
&

Here's this week's roundup of industry news

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This yearbook spotlights the social-first brands of 2023

Emmy Liederman
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The report outlines how names like CapCut, Takis and TikTok Shop have won over Gen Z

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A graphic displaying an iphone in a bubble, and a hand with a pin about to burst that bubble

Can influencer marketing unplug the iPhone monopoly?

Emmy Liederman
&

How competitors are recruiting creators to burst Apple’s blue bubble

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Creator economy scoop: How many ads are on TikTok?

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In this edition, we explore TikTok's current ad landscape, the ways the FTC is tightening regulations for creators in the nutrition space, and much more.

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How to build the right creator roster in 2023

Danny Desatnik
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With the way the social media landscape constantly changes (we see you Threads and X), brands need a bit more predictability when working with creators that are on these platforms. In a recent conversation with Ashley Riske, #paid’s Head of Creator Partnerships, she shed light on the key aspects of working with creators and debunked several misconceptions associated with the process.

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What developments in AI means for the creator economy and how to stand out amongst the noise

Ashley R. Cummings
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What do Ryan Reynolds, Martini, Nestle, and McDonald’s have in common? They’ve all used the latest and greatest technology trends to create, support, or distribute campaigns.The technology? Artificial Intelligence (AI).

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The era of entertainment marketing is here: Tracking the right metrics will help you stand out

Ashley R. Cummings
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TikTok is the champion of entertainment marketing. This is mainly because TikTok viewers are clinging to short video content as a primary form of entertainment, especially in the face of inflation.

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Tear a page out of "The Last of Us" marketing strategy

Ashley R. Cummings
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A modern digital campaign for a TV show comes with a familiar checklist. Using trending songs or sounds on TikTok? Check. Diced-together compilations of the show’s greatest moments? Check. Same old, same old? Check, check.Yet the biggest name in TV this year—HBO’s “The Last of Us”—is raising eyebrows because of what it didn’t do. Some of their best social media marketing has bucked the trends. Instead, they’re starting with a new premise:

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How and why luxury fashion brands are focusing on sustainable alternatives

Ashley R. Cummings
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Luxury fashion has a problem. According to McKinsey, the industry is responsible for over $2 billion in greenhouse gas emissions every year. That’s roughly 4% of the world’s total output.

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Ugly ads don’t mean bad ads: Try these expert tips for high-intent ads

Tina Donati
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Before you decide if you agree to disagree with avoiding “ugly content” for your brand, we want to introduce you to a friend specializing in ad campaigns for ecommerce brands.

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Does it still cost 5X more to acquire customers than to retain them in 2023?

Ashley R. Cummings
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The “5x rule” is a beloved stat, tracing its roots to sources at Bain Capital. But here’s the thing: the stat is…well, kind of old. We’re talking 2014. Possibly even earlier. 

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HOORAE’s Tiana Harris on their partnership with Walmart

Jayde Powell
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Black creators, despite their talent and often being the main drivers of social media trends, are often overlooked for partnership opportunities with brands. Naturally, this oversight has led to a gap in which Black creators have less access to paid opportunities or even visibility on social media and other creator platforms.

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What responsibilities do sustainable brands have to educate without alienating customers?

Laura Leiva
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Striking a balance between creativity and appealing to customers is often a tenuous one for marketing teams.Add in the massive competition for traffic and sales, and you might find a brand or two swinging for the fences only to end up striking out spectacularly.

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Content not performing? How to create platform-native content that drives results

Ashley R. Cummings
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You’ve seen it a million times in the DTC and B2B worlds. A company will take the same piece of content and plaster it across the brand’s various social media channels. The results? Lackluster. Maybe it will get engagement from the social media manager (SMM) who posted it—and, if they’re lucky, the SMM’s mom. (Provided they’re on Twitter, of course.)What’s wrong with this strategy? Aside from the fact that it never works, it’s rare to see brands—especially B2B companies—dive deep into every social media platform’s unique quirks. As a result, they rarely post creative content that engages their target audience.

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Where are brands finding new talent? Hint: It’s not LinkedIn

Laura Leiva
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There’s been talk about ‘Quiet Quitting’ and the ‘Great Resignation’ over the last two years, which means brands wanting to fill positions and needing employees have to take a good, hard look at what they’re offering how they’re reaching potential candidates.

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Five examples of viral creator-brand ad collabs

Ashley R. Cummings
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Come launch time, brand and creator collaborations have a way of looking effortless. From product names to color palettes, it’s as if the brand and creator were made for each other. A look behind the scenes, however, shows that success is no accident.

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How to maintain customer loyalty as the inflation spikes the cost of goods

Ashley R. Cummings
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Sure, Black Friday saw an all-time high in eCommerce sales. But if you’ve been to any grocery, retail, or marketplace in the last year, you’ve likely felt the effects of inflation. Everything is more expensive right now. For example, prices for food increased by 10.4% in 2022 (the biggest increase since 1981), and energy prices have risen 41.6% over the last year (the largest since 1980).

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How Awful Cloth grew a mindset brand through organic creator relationships

Ashley R. Cummings
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Fact: Everyone likes to wear hoodies. Fact: Everyone wore hoodies during the pandemic. Fact: We all love expressing ourselves in different ways. Fact: Everyone can do with a little positivity in their day-to-day lives. Combine all these attributes, put them into a wishing well, and what do you get? An optimistic brand that sells positivity-focused clothing, writes Monday motivation quotes, and sells really bright and happy hoodies.

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Banknotes’ 2022 holiday DTC gift guide (and giveaway)

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Check out the coolest DTC gifts and enter for a chance to win $500 to spend on yourself and some friends

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Gen Z thinks your marketing is bad: Here’s what you can do about it

Ashley R. Cummings
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According to a 2022 Knit Report, Gen Z makes up 40% of the global consumer population and has $600 billion in spending power. The report also states that 72% of Gen Zers think brands need to do a much better job marketing to them—especially if they want to win their loyalty.

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Ways eCommerce brands can grow sales the remainder of 2022

Ashley R. Cummings
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While the overall attitude regarding the current economy is lackluster, NRF reports that retail sales will still grow between 6% and 8% to more than the $4.86 trillion recorded in 2022.Even if consumers are upset by inflation and the current state of the economy, the good news is they are still spending—especially during the upcoming holiday season. In fact, 30% of all retail sales typically happen between BFCM and Christmas.

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Social media endorsements: Brands and DTC influencers play hide and seek with disclosures

Tina Donati
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Liciê Leite

Over the past month, Parker has engaged with a number of micro-influencers on Twitter to promote its credit card and official launch party (which happened on Sept. 29), generating FOMO on behalf of the brand.Some of the influencers have disclosed they’ve been paid, adding a #sponsored hashtag to their post or some other indication of a professional relationship. Others, though gushing about the credit card and its party, have not indicated sponsorship.

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Marfa Stance is transforming activewear one modular garment at a time

Laura Leiva
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The popularity of activewear has been on a steady rise over the last five decades.From wearing velour tracksuits and leotards in the 70s and 80s to bike shorts and yoga pants in the 90s and 00s, there’s a theme: people want to dress comfortably. One problem is how do you dress for an active (or leisurely) lifestyle and still look polished?

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BANKNOTES readers: We want to hear from you

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In an effort to provide the best and most useful content across eCommerce, retail and the creator economy we'd like to hear from you, our readers.

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10 marketing experiments that worked: 10 unconventional use cases that paid off in 2022

Kaleigh Moore
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The world of eCommerce marketing is like a jungle, densely packed with mainstream content for as far as the eye can see. You need an appetite for experimentation to survive this saturated eCommerce space and create a standout brand name. With strategically designed marketing experiments, you can create mind-blowing campaigns to deliver a great customer experience that gives consumers a reason to hit the “buy” button. It’s a great way to test your risk tolerance, go beyond generic marketing tactics, and discover new solutions to maximize your marketing ROI. 

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Is the Metaverse the future of fashion?

Laura Leiva
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During the Drapers Future of Fashion conference in June 2022, Hilsum, the senior director of product innovation for the luxury fashion global platform Farfetch, took it a step further and shared that the metaverse (along with developing technology) will be “the next stage of luxury shopping.”

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Chipotle’s Neiv Toledano on their partnership with ‘Corn Kid’

Jayde Powell
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How Chipotle partnered with the 'Corn Kid' to produce a short-form video for their social media channels, which is now their highest-performing social media content.

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Why storytelling is critical for DTC success

Tina Donati
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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.

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Triple Whale: How an enterprise SaaS found a highly relatable voice on social media

Ashley R. Cummings
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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.

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How Pura sells the sense of smell, even across digital platforms

Ashley R. Cummings
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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.

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What’s your sign? How brands are using astrology to start a conversation

Laura Leiva
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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.

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Market research in the world of COVID and eCommerce

Ian Leslie
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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.

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DTC brands turn to crowdfunding investments as recession looms

Liciê Leite
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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.

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Yeezy Gap merchandising: Insensitive or innovative?

Kaleigh Moore
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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.

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Marketing books pivots from the Gutenberg press to ‘Booktok’

Tiffany Regaudie
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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.

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From DTC to retail: How brands are migrating into big box stores

Laura Leiva
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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.

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IN BOLD PRINT looks to become source of truth on 'sustainable' DTC brands

Emmy Oleary
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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.

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Small fashion brands are preparing for upcoming climate regulations

Tiffany Regaudie
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The fashion industry is on a trajectory where self-regulation may be coming to a drawn-out end. The fashion industry contributes an estimated 4% of the world’s total greenhouse gas emissions, with fast fashion companies like H&M, Shein, and Zara responsible for half of those emissions. As people learn more about this reality, pressure from a growing number of climate-conscious consumers have forced large fashion brands to invest in voluntary sustainability efforts to prove they’re doing something about their impact on the planet.

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Cigarette advertising: How government regulation and public perception changed everything

Tiffany Regaudie
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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
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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
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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
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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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How brands like Parachute and Sweetgreen are embracing chaos

Laura Leiva
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Instead of traditional campaigns, brands are embracing general upheaval, changes in the workforce, managing supply chain issues, and are going toe-to-toe with brand competitors.

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

Tiffany Regaudie
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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
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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
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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
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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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Charcoal Grey Vessi

Growing brand partnerships on TikTok with insight from Kristina Mikhalkova of Vessi

Ashley R. Cummings
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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.

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Organic cotton period products

Tampax marketing: Then and now

Tiffany Regaudie
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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
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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
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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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Need makeup tips? How Jones Road Beauty went viral on TikTok

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

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Coca-Cola invented santa

Coca-Cola marketing: Then and now

Tiffany Regaudie
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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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2022 State of CBD advertising: Opportunities for brands

2022 State of CBD advertising

Tiffany Regaudie
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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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Balenciaga Fortnite

Luxury fashion’s obsession with gaming

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

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