Page 55 - Rand Purpose News Today

Instead of running a traditional brand campaign Vans has commissioned artists to create individual projects, which it will host on its site throughout 2022.

As part of The Drum’s latest Deep Dive, Marketing Secrets of Fast-Growth Brands, we catch up with Bill Shufelt, chief executive and co-founder of Athletic Brewing, who shares his vision for the non-alcoholic beer brand that’s adding capacity, marketing dollars and legions of fans by the day.

Creatives love it, consumers queue to buy its products. Apple has carefully parlayed advertising and marketing knowhow along its path to becoming one of the biggest companies in history. According to Interbrand, it grew 26% between 2020 and 2021. For The Drum’s latest Deep Dive, we look at how it can keep up its winning streak.

Once upon a time, marketers would strategize based on the technical features and benefits of their product or service, integrating the user experience and journey. By today’s standards, we’ve come a long way to see brands creating and building powerful purpose.

Digital technologies promise almost unbounded potentials for innovation and differentiation – so why do so many brands look, feel and sound the same? Richard Palmer, strategy lead for EMEA at digital consultancy Appnovation, argues that differentiation through purpose will help brands escape the sea of sameness.

Brand growth can bring with it risk aversion: keen to protect hard-won wins, we fall back on what we know works well rather than trying what might work excellently. Here Chris Tyas, chief strategy officer at Impero, argues that successful cult brands avoid that trap, following their originality wherever it might lead.

Levi’s global brand president Jennifer Sey has quit the company after claiming bosses pressured her to “stop talking” about her opposition to Covid-19 policies in schools.

Women make up half of the total college-educated workforce in the US, but only constitute 27% of the science, technology, engineering and maths (STEM) workforce, according to the US Census Bureau. In order to encourage girls and non-binary youths to pursue their interests in STEM, the Ad Council has launched a PSA starring the anchors of NBC’s Today Show.

The Super Bowl is over, which means that all eyes are on Valentine’s Day. Companies are capitalizing on new technologies — like the metaverse — as well as evolving social norms to promote brand values and redefine popular perceptions of love, sex, and relationships.

Made-to-rder furniture retailer Made.com is to overhaul its brand strategy and get “a bit weirder”, with brand director Jude Whyte admits its marketing got stuck playing it safe.