Crocs Just Launched a New Mascot. Here’s the Bigger Bet Underneath it.
Today, Crocs announced the launch of its new mascot Niles, a six-foot two crocodile character built from the silhouette that’s been stamped on the...
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Why a Camera Won’t Save Your Brand’s Podcast: Q&A with JAR’s Roger Nairn
The rush toward video podcasting has created a familiar problem for brands: the presence of a camera is being mistaken for a strategy. As YouTube, social clips, and platform-native discovery become more central to how…
Creating Brand-Funded Entertainment That Buyers Take Seriously: Q&A with Banijay’s Carlotta Rossi Spencer
The challenge for brands entering entertainment is no longer convincing the market that the category has value. It is building work that can survive the same scrutiny as everything else competing for audience attention. A…
Using Community to Meet a Global Sports Moment: Q&A with WTA’s Charlie Tetrick
Global sporting events often arrive with a familiar brand playbook: official sponsorships, media buys, logo placement, and short-term campaigns built around borrowed attention. But when a moment as large as the World Cup lands in…
The Acorns Playbook: What a Money App Can Teach Brands About Strategic Storytelling
Most brand leaders, when pressure testing brand storytelling, ask the questions, “Why? What does it do? What results can it drive? What does this have to do with customer acquisition?”. These are all valid questions,…
Building Cultural Relevance Through Entertainment: Q&A with BRANDVIEW’s Hal Burg
Talk to anyone on the entertainment side of the business of brand storytelling and they’ll tell you: there’s a strange disconnect at the center of brand-funded entertainment. Brands want cultural relevance, Hollywood needs new models,…