Search Marketing Knowledge Center

Brand Loyalty Is a Complete Fallacy

Podcast Clips February 3, 2025

Raja Rajamannar, chief marketing and communications officer at Mastercard, joined the On Scope podcast to discuss why it is completely unrealistic for marketers to expect consumers to be loyal to one brand. He also offered a solution for what to focus on instead.

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Novartis to Promote Breast Cancer Screening in Super Bowl Ad

Marketing News January 30, 2025

A new ad by drug company Novartis premiering during this year's Super Bowl stresses the importance of early and regular breast cancer screenings. The spot, titled "Your Attention, Please," brings together women of different ages and backgrounds to spread the word.

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Global 500 2025

Knowledge Partners January 30, 2025

Brand Finance released the 2025 edition of its annual report on the world's most valuable and strongest brands.

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Fandoms & Passions: The Antidotes to Hyper-Fragmented Youth Audiences

Knowledge Partners January 29, 2025

A comprehensive study across US, UK, and Germany reveals how brands can build lasting connections with Gen Alpha and Gen Z audiences by understanding and leveraging their passions and fandoms, with 74 percent feeling more connected to brands that share their interests.

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New Study Highlights Pitfalls of Chasing Social Media Trends

Marketing News January 24, 2025

"The 2025 Sprout Social Index" underscores why it's crucial for marketers to be leery of social media posts that go viral and ask themselves whether their brand has a legitimate connection to the story.

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The Comeback Jingle: Why Brands Are Reigniting Advertising’s Catchiest Tradition

Leading Edge January 23, 2025

For decades, jingles have been a key part of a brands marketing arsenal. Worming their way into consumer’s minds, with just a few catchy lines set to an unforgettable tune. And then they, sort of stopped.

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How Creative Consistency Can Work Magic for Brand-Building

Partner Content January 21, 2025

Consistency has long been recognized as a driver of brand-building. Yet many brands struggle to embrace this principle, often succumbing to the allure of novelty or internal pressures to "reinvent." But a new report suggests consistency doesn't just sustain creativity, it can unlock exponential growth over time.

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Decoding Trust Signals in Modern Brand Leadership

Event Recaps January 16, 2025

An analysis of how brands can navigate consumer outrage and declining institutional trust while maintaining authentic purpose-driven initiatives. Author Anne Bahr Thompson examined how to transform the current consumer backlash into opportunities for meaningful engagement and trust rebuilding.

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Why is “Brand” Often Misinterpreted and What Does This Mean for Purpose?

Podcast Clips January 7, 2025

Alison Clark, a brand management and marketing expert, shared what her definition of brand is and how brand purpose should play into that definition.

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Life's Better: Redefining Insurance for a New Generation

Multicultural Excellence Awards January 6, 2025

American Family Insurance partnered with Elite Media to transform its century-old brand image through the "Life's Better" campaign, leveraging distinctive visual branding to connect with younger, multicultural audiences while competing against industry giants with significantly larger budgets.

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Lexus Redefines Luxury for Asian Multigenerational Families

Multicultural Excellence Awards January 6, 2025

Lexus partnered with IW Group to launch its first-ever TX three-row luxury SUV with a culturally nuanced campaign targeting Asian multigenerational families, resulting in exceptional market share and awareness among Asian consumers.

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Por La Cultura: Growing NFL's Latino Fanbase

Multicultural Excellence Awards January 6, 2025

The NFL and Chemistry Cultura expanded their Por La Cultura (PLC) campaign to strengthen connections with Latino audiences, implementing year-round programming that celebrated Latino contributions to football while working toward the goal of reaching 40 million Latino fans by 2030.

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Which Products and Services Are Consumers Most Willing to Switch Brands With

Money Slides January 6, 2025

Business technology provider Deluxe shares data that reveals which products and services foster the most and least brand loyalty.

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Defining Your Marketing Promise in Three Steps

Training Takeaways January 2, 2025

Articulate your marketing promise with a simple three-step process.

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Five Tips for Brand Builders

Training Takeaways January 2, 2025

The ANA offers five tips for building a brand and a brand experience drawn from its on-demand training course, “The Art and Science of Brand Building.”

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Responsible Marketing: Getting It Wrong the Right Way

Leading Edge January 2, 2025

For many brands, corporate fragility is the Achilles’ heel that prevents them from admitting wrongdoing or accepting criticism, even at the expense of their own credibility and integrity. Instead of embracing feedback as an opportunity for growth, fragile organizations recoil from criticism, opting to deflect blame or bury their heads in the sand. This defensive posture stems from the misguided belief that admitting fault is a sign of weakness rather than brand strength.

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