Brand Strategy

After scaling global brands at Hertz and GE, Wayne Davis is now CCO at a quiet powerhouse. His mission: transform Ironwood Warranty into an industry titan.

How DeeDee Wright-Ward’s rejection of ‘ambiguous multiculturalism’ built a toy empire and convinced Walmart that cultural authenticity is big business.

Behr's 2027 Colour of the Year is more than a trend; it's a response to our collective need for calm, linking design, psychology, and social impact.

Kewpie is using a trendy Japanese sandwich and a Covent Garden pop-up to break into the UK's crowded market. A closer look at a high-stakes global strategy.

Holladay Distillery, a Missouri icon since 1856, partners with giant Southern Glazer's to crack 12 new state markets. Is this the blueprint for heritage brands?

Wisconsin Athletics' new partnership with Jägermeister isn't just about shots. It's a calculated move in the high-stakes game of college sports commercialization.

Amica's new campaign shuns industry mascots for authentic human stories, banking on its history of loyalty. But as it sells empathy, can it close the gap between its brand promise and the messy reality of customer experience?

Athleta's new 'My World. My Rules.' campaign is more than a rebrand; it's a high-stakes play to reclaim its identity and market share. But will it work?

At gamescom 2026, a publisher and a hardware brand unite. We dive into the numbers and strategy behind GCL’s bold vision for a new gaming ecosystem.

The iconic Commodore brand is back in publishing, betting on a beloved Amiga IP. We dissect the strategy, tech, and market forces behind this nostalgic play.

Louisiana's annual Rose Parade entry is more than a floral spectacle. It's a calculated, high-ROI investment in global tourism and cultural ambassadorship.

CELSIUS's exclusive partnership with SoulCycle isn't just a brand collaboration; it's a strategic masterstroke to capture the lucrative premium fitness market.

Levain Bakery appoints co-CEOs to navigate its national expansion. Can a brand strategist and an operations veteran scale an icon while keeping its soul?

In a trillion-dollar market, Chinese home furnishing firms face new rules. They're pivoting from pure export to 'Global 2.0'—building brand trust.

Beyond the celebrity swag lies a multi-million dollar ecosystem. We dissect how the Emmys' Giving Suite turns glamour into brand gold and funds TV's future.

While other hotels add pet policies as an afterthought, Staypineapple’s 'Bark Week' reveals a masterclass in embedding social good into a profitable brand strategy.

Angel Nutritech's AHH skincare packaging earns a Red Dot Award, blending yeast science with sustainable, functional design to build global brand trust.

A new coffee shop in a Burnaby bookstore isn't just about lattes. It's a forensic look at how corporations are engineering the 'third place' we crave.

With Angela Kinsey as its 'Party Director,' Michaels bets on data and 'Partynomics' to capture the booming millennial at-home entertaining market.

A new study reveals a massive 'understanding gap' between brands and Gen Z, with most feeling indifferent. The key to loyalty isn't hype, but fundamentals.