Topic: Marketing

  • The Week | Our view of the last 7 days in marketing & communications

    If you’re like us here at The Week, you’re pretty exhausted by election news. Not that the democratic process isn’t important (been wearing an “I Voted Early” sticker all week), but with four days to go we need a little breather. We think we have a few good reads, covering everything from Halloween marketing and…

  • The Art of Selecting an Effective Spokesperson

    Even though I, a 25-year-old female, find competitive ballroom dancing fun to watch, Dancing with the Stars has typically attracted an older demographic. In fact, it is one of the oldest skewing shows on primetime television, with a median viewer age of 66.5. Even as more and more consumers cut the cord, the show has…

  • The art of political advertising: 5 questions with BU advertising professor Tobe Berkovitz

    With a week before one of the most anticipated presidential elections in modern U.S. history, we wanted to take a look at the art and science of marketing a political candidate. With daily barrage of ads on social media and on TV, we wanted to better understand how political campaigns view the role of advertising.…

  • The Week | Our view of the last 7 days in marketing & communications

    Here at The Week, we’re always interested in the broader trends moving our industry. What do we need to know now – what do we need to keep our eye on for the future. So we’ve been a little focused on “moments” this week. Quibi’s seems to have come and gone in record time (we…

  • Is it Time for a New Logo? | 5 Things to Consider Before Diving Into a Rebrand

    As you may be aware, the J.M. Smucker’s Company recently unveiled a new logo as part of a corporate identity overhaul. With a business that continues to expand beyond just the J in our beloved PB&Js, Smucker’s felt that an evolved business (coffee, pet food, peanut butter, and snack categories) needed an evolved logo to…

  • The Week | Our view of the last 7 days in marketing & communications

    The Week’s trying to get into the Halloween spirit (Reese’s full size, if you’re asking) and intrigued by some of the campaigns trying to pull us along. But we continue to wonder about change: what’s here to stay or what’s just experiencing a moment – and how marketers are tackling it.   Here are our…

  • CTPerspectives: Where have brands succeeded in bringing in-home experiences to sports fans?

    Even in so much uncertainty, at least one thing has remained constant: fall =football (whether our version or the world’s). While the show has gone on, games this fall have looked quite a bit different, particularly with (mostly) empty stadiums. This has forced teams and leagues to think differently about how, where and when to…

  • The Week | Our view of the last 7 days in marketing & communications

    The Week has been reminded of that with recent news from across the marketing landscape. The 3 Ds (delivery, drive through and distance), an increase of in-housing (perils to follow) and the loss of empathy. Not to mention another (yes, another) channel introducing ‘stories.’   Here are our 9 favorites from the past week.   Kraft’s newest…

  • The Week | Our view of the last 7 days in marketing & communications

    It’s finally starting to feel like fall. And with it, The Week has its eye on the election/debates, new styles, the importance of relevance, and, of course, the continued saga of TikTok.   Here are our 9 favorites from the past week.   Legal expert unpacks what Trump’s executive order on diversity training means for…

  • CTPerspectives: Which brands are doing the best job of encouraging people to vote this fall?

    Politics is a tricky business for most brands, in that partisanship can alienate employees and/or customers. But brands also recognize that consumers expect more civic engagement, demonstrating more loyalty to those that take stances on issues they care about. That competition has created a sweet spot: Pro-democracy and pro-voter. As the November election increasingly comes…