Gender audience analysis for e-commerce brands is the process of segmenting your customer base by gender to understand purchasing behaviour, messaging response, and channel preferences, then using that data to sharpen positioning, creative, and spend allocation. Done well, it tells you not just who is buying, but why different groups buy differently, and where your…
The Playboy brand is one of the most studied positioning case studies in marketing history, and not entirely for the right reasons. At its peak, it was a genuine cultural institution with a licensing empire worth billions. By the 2010s, it was a cautionary tale about what happens when a brand loses its positioning anchor…
Brandweek 2025 brought together some of the most senior brand and marketing leaders in the industry for a week of keynotes, panels, and conversations about where brand-building is heading. The themes were familiar in places and genuinely sharp in others. What matters is not what was said on stage, but what it signals for how…
An AI brand visibility report tells you how often and how favourably your brand appears in AI-generated responses across tools like ChatGPT, Gemini, and Perplexity. It is a new category of brand intelligence, and it matters because a growing share of purchase research now happens inside AI interfaces rather than on search engine results pages….
Brand vs non brand is one of the most consequential budget decisions in paid search, and most teams get it wrong by treating it as a media question rather than a commercial one. Brand keywords capture demand you have already created. Non brand keywords compete for demand that may or may not convert. Getting the…
Brands with “and” in the name, whether spelled out or written as an ampersand, tend to signal something specific: a partnership, a pairing, a sense of craft, or a founding story worth telling. The naming choice is rarely accidental. It carries positioning weight, and understanding why some brands reach for it, and whether it works,…
The HBO Max rebrand to “Max” in 2023 is one of the most instructive brand strategy failures in recent memory, not because Warner Bros. Discovery made an obviously bad decision, but because they made a defensible business decision and dressed it up as a brand one. The distinction matters. When you strip a premium brand…
Wendy’s Project Fresh was a multi-year brand and operations overhaul launched in the early 2010s to reposition the chain away from budget fast food and toward a quality-first identity. It combined restaurant redesigns, menu changes, and a sharper marketing posture to close the gap with competitors who had moved decisively upmarket while Wendy’s stood still….
IPG Mediabrands’ strategic priorities for 2025 centre on three interconnected bets: deeper AI integration across planning and buying, a sharper focus on commerce media, and a structural push to make first-party data the backbone of client campaigns. These are not new ideas in isolation, but the way IPG is sequencing and resourcing them tells you…
Uncommon branding is the deliberate choice to stand apart from category conventions rather than refine them. Most brands do the opposite: they study competitors, identify best practices, and build something that fits neatly into the category. It looks sensible. It rarely works. The brands that compound over time are the ones that chose a different…
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