Marketing 101
Explore diverse content on the fundamentals of our craft.
What's New
Brand Partnerships and Co-Branding 101
ANA’s Ask the Expert research service answers the question, “How can my brand partner with others to maximize our marketing output?"
Marketing to African Americans
How can my brand connect with African American audiences?
Sponsorship Marketing
What are some trends and best practices for sponsorships?
Lead Generation
What are the best ways to generate leads for my business?
AARP’s "Embrace Your Inner Dragon" Campaign
AARP strives to enhance the quality of life for all as we age, celebrating unique traditions such as Lunar New Year and the Year of the Dragon. To achieve this aim, AARP has committed to reaching diverse, multicultural, and multigenerational audiences, focusing on Asian Americans and Pacific Islanders (AAPIs), the fastest-growing segment of the U.S. population.
Cadillac Celebrates Hip-Hop’s 50th Anniversary
The iconic Cadillac brand has a rich and storied history as a mark of excellence, and over the years has become a symbol of achievement and success in the Black community. To drive brand and cultural relevance with this community, the brand wanted to create an audio campaign that enabled Cadillac to celebrate the important milestone of hip-hop’s 50th anniversary.
Doritos Reintroduced Itself
Doritos was on a mission to re-launch the Doritos Dinamita brand as a unique subline due to increasing consumer demand for intense-flavored snacks. While brand love was strong, awareness and penetration remained low, which is why Doritos treated the relaunch of Dinamita as a new product launch with all new branding, packaging, and flavors.
Creating a Market Insights Center of Excellence at Grant Thornton
Grant Thornton shared its journey to creating its Marketing Insight Center of Excellence.
Workday’s Planning Process That Puts Marketing Operations at the Center
Workday shared how it orchestrates its integrated annual planning process for more than 700 Workday marketers.
A Comprehensive Review of Culture Codes for 2025
Refinery29’s Julie Arbit, global SVP of insights, and Chelsea Sanders, VP of brand strategy and development, shared a summary of the culture codes their organization has identified that will be critical in 2025 and beyond.
Data Clean Rooms: Tips for Effective Data Management
Deep Sync provides a “101”-style primer on data clean rooms.
Nudge Theory: How Brands Can Empower Customers Through Behavioral Science
A comprehensive examination of how brands can use behavioral science and nudge theory to ethically influence customer behavior while preserving freedom of choice, featuring practical applications and case studies that demonstrate the power of small environmental changes to drive significant behavioral outcomes.
Jobs-To-Be-Done: Satisfying Your Customers’ Highest Needs
The “jobs-to-be-done” framework for understanding consumer purchase decisions was first coined by scholar Clayton Christensen. In this piece, Brandtrust Founder Daryl Travis outlines what the framework is and how marketers can use it to better understand what motivates consumers.
2024 U.S. B2B Media Spend by Channel
Winterberry Group, a management consultancy, takes a look back at 2024 and breaks down the U.S. B2B sector’s media expenditures by channel last year.
Forecasting 2025 U.S. B2B Media Spend by Channel
Winterberry Group, a management consultancy, shares a projection for the U.S. B2B sector’s media expenditures on each channel in 2025.
Customers' Most Serious Sources of Complaint, by the Numbers
Professor Thomas Hollmann of Arizona State University shares the results of a study that identifies the problems experienced with products and services that consumers regard as the most serious, with overcharges and excessive prices topping the list.
Brand Safety/Online Hate Quick Win Package
ANA's Brand Safety/Online Hate Quick Wins package is a combination of videos, cheat sheets, checklists, and more to help foster a safe and inclusive online environment for all.
Content Marketing Editorial Calendar 2025
Use this calendar template to keep track of your content marketing and distribution efforts.
Content Marketing Playbook
Use this step-by-step playbook and set of 34 premium tools and templates to create a comprehensive content marketing plan.
Cracking the Innovation Code, with Tony Ulwick of Strategyn
Innovation doesn’t have to be a mystery. In reality, it’s a process like any other, grounded in concrete, repeatable steps that just about anyone can learn, and ultimately perfect. Today’s guest, Tony Ulwick, CEO and founder of Strategyn, shows us how.
Dr. Bronner’s: A Purpose Brand Like No Other
Gero Leson, VP of special operations at Dr. Bronner's, is a pioneer in the movement to socially just and environmentally responsible supply chains. He joined Ken Beaulieu, host of the Beyond Profit Podcast, to discuss the company once described as a for-profit with the DNA of a nonprofit.
Why Meaning Matters
In this episode of Beyond Profit, host Ken Beaulieu talks with Ujwal Arkalgud, about why brands should understand the language they use in storytelling, the role meaning plays in driving brand purpose, two trends we should keep an eye on, and more.
Training Takeaways
Get smarter at a glance with career-critical insights drawn from expert-led trainings.
Eight Tips for Aligning MarTech with Strategy
Integrating marketing technology (MarTech) with marketing strategies is the deliberate alignment of your technology resources with your marketing objectives and the specific actions planned to accomplish those objectives. To achieve this integration, consider eight tips, drawn from the ANA’s on-demand training course, “Introduction to MarTech.”
Four Tips for Discovering and Distilling the Insights Necessary for a MarTech Assessment
Learn how to uncover your organization’s MarTech needs and challenges while aligning with key stakeholders.
Explore ANA Content Channels
Blogs
Read our latest blogs examining game-changing campaigns and industry research, providing actionable takeaways from ANA events, and highlighting advocacy initiatives and regulatory issues.
Marketing Futures
With a focus on exploring innovative topics and demystifying emerging trends, ANA Marketing Futures is a crossroads for marketers to discuss, debate, and prepare for the future of marketing.
ANA Magazine
Find coverage specific to B2B, B2C, and social impact; get expert insights from content partners; and have fun with our weekly marketing news quiz.
Podcasts
Listen to insightful commentary and discussions concerning the future of marketing, the power of purpose, or legal aspects across the marketing stratosphere.