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brands

Culture isn’t a campaign anymore and brands can’t just be guests

brands culture doordash By Huiwen Tow

Audiences aren’t waiting to be told stories; they’re busy reshaping them. Brands now need to give them something to do, writes Virtue's Huiwen Tow.

Levelling up: How quick commerce, cross-platform loyalty, and cultural relevance helped brands in China win big this summer

brands china crossplatform loyalty cultural quick commerce

The insights for Q2 from the China Online Consumer Brand Index (CBI) reveal that to attain outsized growth, brands ought to move past mere marketing interventions and instead embrace innovative solutions that shrink the gap between communication and commerce.

When Duo met (and marrried) Lucky

adbut brands collaboration duolingo luckin coffee By Ad Nut

To celebrate Duolingo's collaboration with China's Luckin Coffee, Duolingo the Owl, fresh from death and resurrection earlier this year, has married Lucky the Deer in a wedding ceremony captured on Weibo.

Google VP shares how brands can turn YT viewers into shoppers with new e-commerce tools in SEA

brands ecommerce google video commerce youtube By Campaign Staff

Launched to capitalise on the boom in video commerce in Southeast Asia (SEA), YouTube Shopping helps shrink the marketing funnel, laying down a seamless path to purchase.

Kantar BrandZ reveals 2024’s most valuable Chinese brands

alibaba brands china kantar tencent By Minnie Wang

Tencent remains at the top of the list for the fourth consecutive year, and Huawei has returned to the top five.

Kinder to launch Indian-flavoured treats to entice young adult consumers

barbie brands ferrero mattel

Kinder Brands' regional marketing head discusses their brand collaboration and localisation strategies in an interview with Campaign.

Hakuhodo unveils martech data labs in India

brands data global Hakuhodo martech By Campaign India Team

The Tokyo-based agency has also appointed Shweta Sharma as CEO of Hakuhodo Data Labs India.

Brands have more power than governments to make a difference

authenticity brands Dentsu By Campaign Staff

How brands can leverage their influence to create meaningful societal change, ensuring authenticity and measurable impact in their initiatives

Unilever to roll out new consumer appeal testing for 'power brands'

brands unilever By Marianne Calnan

Move comes as turnover in 2023 dropped 0.8%.

It’s time for brands to put news on their ‘learning agendas’

brands By Lou Paskalis

Brands need to re-learn how to engage with news content.

Dear celebrities: Please stop launching brands. Seriously, please stop.

brands celebrities By Lily Thaler

If you absolutely must, please consider these five things first.

“One-offs do not work”: How brands can play in culture

brands culture By Staff Writer

With culture evolving faster than ever, how can brands and artists work together to tap into the Zeitgeist?

The Next Frontier: Why brands must live their stories in Web3

brands By Staff Writer

In the interconnected, gamified world that’s Web3.0, it’s time brands moved from story telling, to story living. See how brands can co-create narrative arcs to let consumers “live the journey,” and brand equity cues that work in the virtual realm.

Only a few brands are synonymous with entire product categories. Soon, there will be one less

brands By Lisa Lacy

Brand survival over time hinges on evolution and connection.

Trend cycles: how brands can catch a ride

brands trends By Matt Barker

Cultural shifts, once given the time and space to grow organically, now coagulate and dissipate at speed, due in no small part to the ubiquity of the internet. So how can brands keep up with and tap into these rapidly moving trend cycles?

Going the distance during a downturn: Building brands of tomorrow

brands growth marketers meta By Staff Writer

Marketing spend is often the first victim of a recession. As talks of an uncertain economy and budget cuts deepen, marketers need to find a way to do more with less, and chart long-term brand growth while meeting short-term milestones. Across multiple studies, data points, and insights, one finding is clear: Companies that invest in brand-building amid a downturn emerge stronger, more resilient, and see more long-term benefits than brands that don’t.

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