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Happy Brands Will Always Win in 2017

2016 has delivered a series of political and social curveballs and that’s why ads like John Lewis’ Buster the Boxer have been so warmly received. We’ve seen a distinct shift from the 'sadvertising' of 2015 to this year’s positive campaigns. Featuring a little girl and her pet dog, and following criticism that last year’s ad was too much of a tearjerker, the ad capitalizes on the happiness, comfort and fantasy that is traditionally associated with Christmas. Spread the cheer.

  • December 15, 2016

Formerly Hot Brands Lose Relevance – Brand Relevance Index Update 2016

Scott Davis, Partner and Chief Growth Officer at Prophet, speaks about what trends, changes, and challenges the latest Brand Relevance Index reveals– and which brands from a relevance standpoint are on top and which are not. Technology takes the top.

  • December 13, 2016

The 10 Best Ads of 2016

It's been an undeniably rough year, but at least we had some brilliant advertising along the way to inspire, amuse and delight us. Adweek's picks for the 10 best ads of 2016 are an extremely varied collection, from comedy to drama and everything in between. And they represent many of the year's cultural touch points. The year's best work.

  • December 12, 2016

Consumers More Likely to Open Marketing Emails During Holidays

Online shoppers are 68% more likely to open a retailer’s email during the holiday season than at any other time of year, according to a recent study from Adlucent. In addition, 32% of online shoppers suggested that they would be more likely to click on a retail ad. Holiday mode on.

  • December 12, 2016

PepsiCo's Next 'Global Big Bet' is a New Premium Water Brand

PepsiCo is introducing a premium bottled water brand called Lifewtr that appears aimed at Coca-Cola's Smartwater. Debuting in February, PepsiCo's product is "pH balanced with electrolytes added for taste," according to a press release issued today. PepsiCo will seek to differentiate Lifewtr via its packaging. The label, which the marketer described as "the brand's biggest equity" and where the brand name appears in all-caps, will feature rotating designs created by emerging artists. The worth of water.

Samsung Brand Autopsy: How Can the Company Earn Back Trust?

Now that the figurative smoke has cleared from the dozens of literal fires caused by faulty Samsung smartphones, the Korean electronics giant has entered into that most craven of corporate actions: Brand-repair mode. Its advertising — which went completely dark for much of October — is back to pre-recall levels, a date has been set for the release of a full-scale autopsy on the problem and the company is even exploring splitting into two in response to investor backlash. The damage was rough.

After Peak Brand Emoji, Consumer Fatigue Sets In

Whether it’s a custom keyboard or an email subject line, brands are using emojis more than ever. But for consumers, they’re still getting it wrong. According to a YouGov survey this month, 58% of 18- to 34-year-olds said brands using emojis are “trying too hard.” It’s no surprise: Brands have eagerly jumped on the emoji bandwagon, whether it’s to laud their causes, promote competitions or stick them anywhere they can. Is this noise or value?

  • November 29, 2016

How Brands Are Using Fictional Tales to Foster Real-World Engagement

Once upon a campaign, a big, popular brand was tired of having to choose from the same old marketing channels. The latest social media sensation was too hot. Television was too cold. But then the brand tried using fictional storytelling to entertain and engage consumers, and that was just right. And they lived happily ever after.

  • November 28, 2016

Men’s Grooming Brands Have a Man Problem

I’m on a horse," Isaiah Mustafa says at the end of an Old Spice commercial that sees him embody every enviable masculine stereotype — rich, muscular, great with women — and add "great-smelling" to the mix. He’s the man your man could smell like. The commercial is playing with and making fun of the branding in this space, but also: Is it? Six years later, branding on men’s products remains extremely over the top. It's okay to have products, men.

  • November 21, 2016

Taco Bell's New Logo Coincides With Vegas Strip Debut

Taco Bell is ringing in the new week with a new look and a new address. The fast-food chain is updating its logo for the first time in more than 20 years. The new look coincides with Monday's opening of its first flagship store, located on the Las Vegas Strip. The revamped look and sexy location are the latest ways Taco Bell is trying to connect with young, hip diners. Out with the old, in with the new.

  • November 15, 2016

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