Best of Brand
The Risk of Looking Wrong: TBWA\NEBOKO’s CCO on Centraal Beheer’s Typo Play
When Brands Break the Rules: What happens when a mistake becomes the idea? Some of the best advertising ideas don’t look right—until they are. When Brands Break the Rules explores campaigns that challenged internal expectations and redefined what “good” creative looks like. In this edition, TBWA\NEBOKO’s CCO explains how Centraal Beheer turned a typo…
Inside Lululemon’s Power Struggle Over What the Brand Should Be
Lululemon has been in a pickle since Chip Wilson, the founder, jumped the fences and publicly vented against the brand’s policies in a Wall Street Journal ad. Lululemon experienced a challenging period from 2024 to 2025. However, Lululemon didn’t lose its footing because athleisure fell out of fashion or because consumers suddenly balked at premium pricing. The…
Brand Lift in 2026: Why Perception, Not Presence, Decides Who Wins
In 2025, brands spent more money than ever trying to stay visible. U.S. ad spending crossed the $400 billion mark. Result? Noisy feed, AI slop, and constant flooding from brands. And yet, despite the flood, trust continued to erode. Awareness didn’t translate to preference. Reach didn’t guarantee relevance. This is exactly why brand lift stopped being a nice-to-have metric…
Coca-Cola AI Ad Backlash: Why Is the Soda Company Doubling Down?
Coca-Cola is back with its AI Santa and Christmas ads. The backlash surrounding Coca-Cola’s AI ads has intensified this year. The AI-generated “Holiday Magic Is Coming” ad has been making headlines after the soda company released it online. The beverage giant didn’t stop at releasing the ad; they also put out a full behind-the-scenes breakdown…
The Magic Behind 1800 Tequila’s Cool Factor: Authenticity Over Aesthetics
1800 Tequila is the premier example of how to effectively combine classic liquor brands with the current ways liquors are marketed. It has been successful in building a reputation as an up-and-coming, new-age brand of liquor in a time when most other liquor brands have built their reputations based mostly on their history or their…
What Makes an Amazon Prime Commercial Impossible to Scroll Past?
Amazon Prime commercials are standing out in a landscape where most OTT ads still rely on promotions, product shots, and platform features. Instead of selling a subscription, an Amazon Prime commercial now behaves like a short film, built around emotion, human moments, and narrative tension. This shift is intentional. It reflects Amazon’s bet that long-term…
Kodak’s Comeback in the Market is the Result of Nostalgia Love
The rise and fall of brands are regular occurrences, but Kodak’s comeback has become one of the most fascinating case studies for marketing professionals. Why? Because not every brand has become a classic and iconic one. For much of the 20th century, Kodak didn’t just sell cameras or films; it sold memories. The brand was so deeply stitched…
Top 5 Neuromarketing Campaigns that Say, “Stimulation is Paramount”
An ad that makes your mouth water, an audio beat that creates brand imagery, a PSA that tugs at your heartstrings and prompts you to take action—yes, we are discussing neuromarketing campaigns here. They say, “the heart has its reasons which reason knows nothing of,” and we couldn’t agree more. In today’s world, stimulation matters more, attention span has more value…
Why B2B Brands Are Betting on Experiences, Not Events
B2B brands have consistently relied upon events and presentations. However, the events and pitches have evolved into experiences and experiential marketing. In the glory days of Steve Jobs, when he performed rather than just pitched his products to the world, that’s how the world witnessed immersive storytelling in a tech event. Meanwhile, tech companies…
Inclusive Advertising Metrics: Are Your Campaigns Truly Seen?
When was the last time you scrolled through Instagram, binged-watched a show on Netflix or skimmed through YouTube? How many of the ads really grabbed your attention? More importantly, how many ads invoked a feeling of relevance? I tend to think that many more-than-we-realize simply went right by. Not because the ad wasn’t entertaining or…
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