Brand Marketing Spotlight Archives

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The Do’s and Don’ts of Addressing Controversy (According to Netflix)

Over the past two decades, Netflix learned a thing or two about navigating a brand crisis

McDonald’s Marketing Strategy: Staying Transparent While Under Fire

Read about McDonald’s latest marketing strategy: to counter negative brand perceptions with transparency — which seems to be paying off

The North Face Brand Marketing Strategy

Learn how The North Face was able to survive a genuine marketing crisis when it emerged, prioritizing brand authenticity over gimmicks.

Reacting to Racism: How H&M Addresses Controversy with Transparency

H&M is embracing transparency and diversity to modernize its brand, but progress doesn’t happen overnight

SAS Shoes: How to Reinvent Your Brand with Authenticity

There’s a fine line between updating your brand image and staying true to your values. SAS shows us it’s possible to do both

Ticketmaster and the Power of Relationship Marketing

Ticketmaster proves that to thrive as a digital marketplace, relationships are just as important as products

Target’s Brand Marketing: How Radical Inclusion Drives Record Growth

Target’s brand philosophy of accessibility and inclusion drove its expansion — and helped it respond thoughtfully to Black Lives Matter protests

Habitat Clothes & Marketing: How to Grow Without Losing Your Personal Touch

Habitat Clothes reached over 1,000 independent boutiques by staying true to its small-scale brand messaging

Lowe’s Marketing Strategy — Prioritizing Customer Needs During COVID-19

Instead of cutting back during COVID-19, Lowe’s is doubling down on campaigns to support at-home customers, employees, and first responders

Girl Scouts Marketing: How Local Cookie Sales Become Viral Sensations

With the humble cookie sale, Girl Scouts prove themselves to be ingenious marketers who use authenticity, education, and humor to reach and retain customers