Brand Strategy

The Glenlivet's new Provence Edition, finished in rare French Cru Classé wine casks, is more than a drink—it's a calculated play in the evolving premium spirits market.

Surpassing 10,000 users in 3 months, a new prepaid card is solving tourist payment woes and becoming a cultural collectible in South Korea's booming market.

A top law firm is sponsoring the Cleveland Monsters. It's not just marketing; it's a strategic shift in how legal power connects with the community.

A new hospitality brand, led by ex-Wyndham and Vacasa execs, is betting against the one-size-fits-all model, using AI and local teams to win the ski rental market.

Gen. Lori J. Robinson, the first woman to lead a combatant command, will serve as godmother to Royal Caribbean's new 'Legend of the Seas' in a powerful fusion of maritime tradition and military honor.

A new campaign and protein-packed pasta signal a major shift for the century-old brand. But can a private equity-led revival win over modern consumers?

Sherwin-Williams' 2027 Color of the Year is more than a hue; it's a calculated move to unify brands, dominate retail channels, and capture the wellness economy.

Beyond pixels, a global toy company is building a physical empire. How Rolife's community-first approach and hands-on events are rewriting the rules of retail.

Beyond industry awards, a new wave of healthcare marketing focuses on what truly matters: improving patient access, solving workforce shortages, and rebuilding trust.

After years of decline, Così is ditching the traditional restaurant model for a new licensing program. Can this asset-light strategy save a storied brand?

Drift's Twilight fragrance isn't just a new product. It's a savvy play in the $340B licensing market, bottling fandom to redefine the premium scent space.

How the 'Dirty Soda' pioneer turned a founder's personal crisis into a powerful CSR model that drives growth, brand loyalty, and life-saving impact.

Smart fitness brand Speediance signs cycling legend Mark Cavendish, pivoting from hardware specs to a powerful narrative of resilience. Is this the future of fitness?

In a landmark deal, Salomon partners with IRONMAN, aiming to redefine endurance. But is this a savvy pivot or a risky leap from the trails to the tarmac?

At NYFW, a wig brand didn't just show off hair; it revealed a calculated strategy to redefine an industry and solidify its leadership.

Beyond beating Q2 expectations, RH's results unveil a calculated plan to dominate luxury by targeting tradition and expanding its global experiential footprint.

KAY Jewelers is overhauling its century-old image with 'Love All In,' moving beyond milestones to embrace everyday connection and self-expression.

Hunt A Killer's new game, Blood & Ink, partners with a celebrity artist to merge tattoos and true crime, signaling a major shift in experiential gaming.

Perelel and Bluestone Lane's new partnership isn't just about a protein latte. It's a blueprint for the future of retail and evidence-based wellness.

As MUSSO targets France with its E80 Muse chair, we unpack the strategy. It’s a tale of cultural timing, niche ergonomics, and aesthetic ambition.