Marketing

As brand purpose becomes mainstream, some brands choose to go the other away

Younger brands that built social responsibility into their businesses from the beginning are establishing new brand-purpose playbooks that demonstrate how a cause or mission can penetrate a company – in spite of its inherent capitalist nature – beyond a marketing campaign, demonstrating instead a dedication to social responsibility.

Latest Stories

  • AUG 09, 2019

    Faced with rising online costs, DTC brands are now spending more money on traditional marketing channels

    Brands transitioning their marketing strategies to account for broad awareness-raising channels – which yield little to no insight into attribution or customer data – have to navigate an awkward growing-up phase that requires a reallocation of resources, navigating partnerships, new methods for tracking results and back-end preparation to meet a new level of customer response.

  • AUG 05, 2019

    Mattress brand Eight Sleep used a new product launch to reduce its dependence on Facebook

    When five-year-old startup Eight Sleep released a new product in February, a $1,995 smart mattress that offers dynamic temperature adjustment, the company used the launch to kick off a "pretty intense testing phase" of new marketing channels, according to senior vice president of growth Ori Klein.

  • AUG 01, 2019

    Nearly a billion-dollar brand, Athleta is ramping up its marketing spending

    Billion-dollar growth requires a relentless marketing strategy, and CMO Sheila Shekar Pollak said that Athleta’s seen the most success in investing in both traditional marketing methods, particularly catalogs, as well as paid social media marketing, where the company has considerably increased its spending this year.

  • AUG 19, 2019
    Sponsored

    More referrals and fewer transactions: How enterprise partnerships are evolving in the age of affiliates and influencers

    Enterprise companies are seeking different kinds of strategic partnerships in the digital age. According to new research, marketers say factors such as influencers, social ambassadors and affiliates have made referrals more important than immediate transactions.

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