CM Weekly April 2, 2023 TurboTax is perceived by most consumers as a do-it-yourself tax service, while its live full-service product, which enlists experts to assist users with doing their taxes, is less familiar to the public. Associating TurboTax with the latter is the brand’s primary marketing focus this year, and it’s amplifying that message…
CM Weekly March 26, 2023 The detrimental effects caused by years of pandemic-related quarantines and subsequent social isolation—a phenomenon experienced in solitude and yet shared globally—has shed new light on the importance of mental health and wellness practices. And naturally, that cultural shift has permeated marketing campaigns, even in cases where a brand’s connection to…
CM Weekly March 19, 2023 The annual South by Southwest (SXSW) conference and festival tends to attract experiential marketing-focused brands during the “interactive” portion of the 10-day event, when the marketing and tech crowds are in attendance. But for a brand like White Claw, which was “born out of culture,” according to Vice President of…
CM Weekly March 12, 2023 Grassroots marketing is all about getting “brand in hand, in the context that makes sense,” Mark Kirkham, SVP and CMO of PepsiCo International Beverages, told Chief Marketer this week. But in sports marketing, including the work he’s doing for Gatorade’s 5V5 international girls soccer tournament, there is the potential to…
CM Weekly March 5, 2023 Last year’s Market Like a Mother recipients were honored amid a stark reality: Hundreds of thousands of women had left the workforce over the course of COVID-19, the mark of a sluggish pandemic recovery marred by inconsistent school re-openings and sporadic quarantines that disproportionately affected the careers of working moms.…
CM Weekly February 26, 2023 State Farm decided not to shell out $7 million or so for a commercial during the Super Bowl this year, instead opting for pre-game, in-game and post-game engagement tactics surrounding a TikTok challenge launched by creator Khaby Lame to his 154 million followers. The ask was simple: Guess how many…
CM Weekly February 19, 2023 If there’s one part of a business that’s connected to the consumer, it’s the marketing department. Closely monitoring shifting consumer behaviors, eyeing critical trends in the marketplace and the culture in general, and deftly communicating the value of your brand to potential customers are all table stakes for a modern…
