Categories Marketing Agencies Creative Media Sustainability Technology

Brand strategy

Brand strategy is an important aspect of building influence and favorability with both consumers and the market, therefore, it is important that brands put a sound strategy in place to achieve their business goals.

We probe the positions taken by, the personas adopted by and the promises made by today’s most important brands, from global market leaders such as Coca-Cola and KFC to the plucky challengers making their mark.

Coke SoundZ

23 Apr 2024

4 min read
Coke launches ‘AI-powered instrument’ to capture the sounds of cola
Coca-Cola
Person presenting a box of Krispy Kreme doughnuts

23 Apr 2024

5 min read
Marketing Crash Investigation: Pret a Manger and Krispy Kreme’s subprime subscriptions
Opinion
Lil Nas and Coach

23 Apr 2024

5 min read
The Drum’s Daily Briefing: Coach & Kors deal doubt, Beckham v Wahlberg & Iceland CEO SOS
Brand strategy
Movistar campaign

22 Apr 2024

3 min read
Movistar’s ‘This is Not a Game’ short film alerts young gamers to online dangers
mexico
tom's of maine campaign

22 Apr 2024

3 min read
Armpit aromas amaze audiences in side-splitting Tom’s of Maine commercials
VML
snickers ad

22 Apr 2024

3 min read
Snickers spoofs in-flight chaos ahead of the summer tourism season
snickers
volkswagen campaign

22 Apr 2024

3 min read
Volkswagen to make Brazil’s roads safer by paying truckers to sleep
volkswagen
To women high fiving

22 Apr 2024

5 min read

Sponsored

Why agencies must live and breathe ‘breakthrough’ thinking for brands
Promoted
Jetski fail

19 Apr 2024

8 min read
Retailers hook TikTokers with falls & fails to serve up surprise sales pitches
Opinion

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Marketing Agencies Creative Media Sustainability Technology Awards Case Studies Predictions 2024