Brand Strategy

As consumer demand shifts to proven efficacy, K-beauty giant COSRX is courting dermatologists to secure its position in the booming clinical skincare market.

As the EV market drowns in minimalist conformity, Chery's premium brand LEPAS is betting on nature-inspired design and a massive global export strategy.

The biotech firm behind the viral Mother Dirt brand brings its live bacteria mist in-house, launching higher-potency formulas for the microbiome market.

Following massive corporate restructuring, Callaway brings back the architect of its 2010s marketing renaissance to reclaim equipment dominance.

As consumer brands leverage celebrity equity over traditional endorsements, institutional investors are analyzing the ROI of experiential marketing and ESG claims.

Ultima Markets' recent tornado relief effort in southern Brazil highlights a growing trend: foreign financial brokers using localized CSR to build brand equity.

Burger King’s new Hello Kitty blind-box promotion isn't just child's play. It’s a calculated, systems-driven dive into the lucrative 'kidult' collector market.

By tapping an automotive marketing veteran as CCO, eMed Population Health is signaling a massive shift in how employer healthcare platforms are built and sold.

The era of the invisible executive is over. As TheBestReputation launches its new personal branding division, Jessica Campbell analyzes the commercialization of founder identity and the high-stakes pivot from crisis cleanup to proactive architecture.

As concert prices soar, an independent label and a moonshine distillery are betting on a $10 national tour to democratize live music and honor Black musical heritage.

As Formula 1 transforms into a lifestyle juggernaut, indie activewear brand WISKII partnered with Vogue Singapore to capture the lucrative off-track economy.

Identity, a boutique PR firm, just won top honors for the Little Debbie Ice Cream launch. Here’s how they turned childhood memories into a retail empire.

By tapping a South Korean cheerleader and investing in low-carbon infrastructure, Hualien is pivoting its tourism strategy to court independent Asian travelers.

As the 'swicy' flavor trend dominates culinary menus, Diageo's Bulleit uses experiential roadshows and hot honey to shake up the American whiskey landscape.

Benjamin Moore names Webster Green as its 2027 Color of the Year, signaling a strategic industry pivot toward heritage hues and retail revitalization.

Tyler Nguyen unpacks why a Tennessee whiskey brand and Hasbro are betting on nostalgic tabletop gaming to capture the lucrative adult holiday gifting market.

As adult wellness trends spill into the nursery, Australian brand Woven Woven capitalizes on the premiumization of pediatric sleep with bead-free knits.

Pilgrim's and PepsiCo are bringing Flamin' Hot to frozen chicken. It's a strategic play for Gen Z's air fryers, blending clean labels with extreme heat.

Ahead of its Q2 fiscal 2027 earnings report, Deckers Brands leans on the dual-engine momentum of HOKA and UGG to navigate consumer spending headwinds.

As 11,000 Americans turn 65 daily, the world's largest home care provider is using HGTV star power to normalize costly lifestyle and care transitions.