Best in Branding
Marketing Just Leveled Up: The Shift from 4Ps to 4Es Explained
Marketing evolved into an industry rather than just a tactic. What once worked in a world of limited media channels, predictable customer journeys, and product-led demand is now being rewritten in real time. The classic 4Ps of Marketing—Product, Price, Place, Promotion—still matter. However, they alone are no longer the true measure of success. Marketing in 2026 has…
Consumer Behavior 2026 is Already Shifting—Here’s What Brands Need to Know
Q1 is often where the year quietly begins to take shape, but in 2026, the signals are clearer than ever. Not loud or obvious, but steady and revealing—visible in real behaviors: how people search, what they pause on, what they abandon, and what they ultimately choose to buy—and more importantly, why they buy it. These are not…
Why Brand Name Normalization Rules Matter More Than Ever in the Age of AI Search
Enter your brand name on Google. Next, do the same with ChatGPT. Then, search through Perplexity—this is where brand name normalization rules start to matter. Most likely, you will notice that your brand appears to be displayed, cited, and sometimes interpreted in varying ways between the searches, such as one will use a hyphen, while another will not…
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…
Who Defines Lululemon Now? A Boardroom Battle Over Brand Direction
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…
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