Happy September! Just like that, fall is right around the corner and brands are kicking their marketing efforts into high gear. This week we're breaking down some of our favorite rebrands, US Open highlights, Snooki's important PSA (?!) and more!
So let's get you up to speed — here's everything you need to know now within the marketing + creative space.
Consider this newsletter a resource for marketers, by marketers. Enjoy!
Takeaways from the most epic rebrands
Social is an endless scroll. Where to stop? Here we analyze relevant moments, cultural trends and the marketing geniuses behind it all.
Rebranding. It's risky, but when executed well, it packs a punch. Some rebrands are born out of natural evolution, while others are impressive re-emergences into relevancy — and who doesn't love a comeback? Here we'll break down some of our favorite rebrands:
Abercrombie & Fitch Does a 180
It's 2004. You're shopping at your hometown mall when you pass by a dimly lit, cologne-scented store — you guessed it, it's Abercrombie & Fitch. In the early 2000s, A&F dominated teen fashion, but it was also famous for its exclusivity. After several scandals, an ousted CEO and a moose logo that just wasn't cutting it anymore, Abercrombie did a 180. With a new brand identity rooted in inclusivity and a completely new product — ditching preppy moose-clad clothing for refined and elevated basics — Abercrombie is once again a mall favorite.
Coach Brings Fresh Y2K-Inspired Designs to Gen-Z
Another early 2000s fav, Coach rose to popularity during the time of denim-on-denim, chunky accessories and logos on everything — and for a time they were seemingly on top of the world. However, a lack of evolution led the brand to eventually fall flat. Fast-forward several years, Coach saw an opportunity to tap into Gen-Z's love of Y2K nostalgia — and they not only took this trend and ran, but elevated it. Coach launched their elevated styles with some familiar faces (hello Paris Hilton!) and eventually launched a line of products made from sustainable materials. Today, they're a force to be reckoned with.
Dunkin' Donuts Cuts Their Name in Half — Expands Their Focus
Unlike Abercrombie and Coach, Dunkin's rebrand was an adaptation to remain competitive, as opposed to a comeback. The change was in an effort to expand their focus from donuts to coffee and more. Recognizing a shift in what consumers wanted out of their morning coffee shop, Dunkin' pivoted and is now seen as a versatile quick coffee and breakfast brand rivaling those other coffee giants.
When it comes to rebranding, the reason is different for everyone — for some brands, it may be an attempt to get back on top, for others it's to avoid a potential fall. Whatever the reason, sometimes risk really can reap rewards.
The US Open – Our Fav Marketing Moments
The news cycle is never-ending. Marketing is ever-evolving. Here we’ll keep you in the know on timely topics and key learnings that can elevate your marketing game.
The US Open is having a moment — a marketing moment. Though many sporting events bring partnerships and sponsors, at this year's US Open we're seeing it all, from activations to AI takeovers, to creator content, to multi-channel campaigns — brands are flocking and we can't look away. Here are just a few marketing moments we're paying attention to:
Aperol Sponsorship Takes a Multi-Channel Approach
This year, Aperol is serving at the US Open — and they're taking the sponsorship to the next level. Though of course, this sponsorship's focus is the iconic Italian aperitivo being served at the tournament, Aperol has taken this partnership to the next level with digital content, and a partnership with Cocktail Courier that brings the Aperol Spritz to your home for all of your US Open viewing celebrations. Not to mention PR packages with custom orange tennis balls all over our social feeds, Aperol is everywhere!
IBM Pitches Their AI Platform to US Open Viewers
This year USTA and IBM partnered to bring viewers highlight commentary and match data generated by IBM's new AI and data platform watsonx. Though a B2B product, this partnership puts the technology into the line of sight of many who may not have been otherwise aware, and shows (not tells) how IBM can help clients, like USTA, use generative AI to enhance their business and customer experience. They're not stopping there, IBM has also enlisted the help of creators to share about this partnership and tech across social channels.
Evian Activation Celebrates Years of Collaboration
What does a brand do to stand out when they've been a longtime sponsor of the US Open? Evian was faced with this question, and their answer? Go big with an experiential activation. This weekend, Evian is setting sail with Maria Sharapova on a boat that doubles as a pink tennis court, as well as a viewing deck for the Men's Final — and fans couldn't be more excited for this immersive experience celebrating Evian's 35+ year US Open partnership.
With the final US Open matches happening this weekend, we'll definitely have our eyes peeled for brands that go out with a bang. 💥
Marketing Wins We <3
Who doesn’t love a marketing win? Below are recent marketing moments we couldn’t help but share — and their main takeaways.
E.L.F. and Snooki Come Together for an Important PSA
No one knows fun in the sun like Snooki — but she also knows the consequences. E.L.F. partnered with the infamous reality star to promote their new sunscreen collection, spreading the message to tan responsibly and never skip the SPF. We couldn't love this partnership more!
💡 Takeaway: Tap into nostalgia, drive virality. Nostalgic pop culture moments are common experiences, and people can't help but share!
Anine Bing Founder Shares a ‘Pinch Me’ Moment: Kate Moss is the New Face of the Brand
Anine Bing has big news — Kate Moss is the new face of the brand. After making nods to the iconic model over the years and an announcement from the founder who shared how Moss has inspired her brand, the collaboration couldn't feel more authentic — and fans couldn't be more excited!
💡 Takeaway: Feeling excited about a big moment for your brand? Pull back the curtain and share it! Your community will appreciate hearing your story and authentic response — and genuine excitement is contagious!
Bluestone Lane and Djerf Avenue Give Away 10K Vanilla Lattes
Could a vanilla latte get any better? It just did. Bluestone Lane has teamed up with Djerf Avenue on a drink collab that couldn't be cuter. And to celebrate? They gave away 10,000 free lattes at the Djerf Avenue pop-up in NYC — talk about generating buzz!
💡 Takeaway: Create an experience around a product launch. Of course, the announcement of this collaboration generated hype, but the chance to be the first to get your hands on this buzzworthy drink for free?? Now it's not only a collab but an experience — and we want in!
Top Goals for Holiday + The Agency Projects to Achieve Them
It's that time of year... 'tis the season for holiday campaign planning. This year, we want to help you take the load off, so we'll be sharing tips and tricks to help you maximize your holiday efforts while minimizing your stress — because everyone deserves a #BreefBreak.
Holiday planning starts here. Let’s break down campaign goals and projects to achieve them — with a plan and an agency, there’s nothing you can’t do.
The Goal: Brand Awareness
Gain ‘more eyeballs’ ahead of the new year. Spread your message and establish brand recognition amongst your target market.
🤠 Agency Projects to Consider: Content creation, organic social media, digital + print PR, influencer strategy, product seeding.
The Goal: High Conversion
Sales. ROI. CTR. Revenue. What’s the overall goal? Conversion. Cut through the noise and drive consumers to respond to your call to action.
🤠 Agency Projects to Consider: Paid social + search, email + SMS, Amazon + eComm support, data analytics, sales support.
The Goal: Build Community
Building a community not only fosters brand loyalty, it allows you to tap into the POV of those who matter most — your customers!
🤠 Agency Projects to Consider: Community management, campaign activations, TikTok strategy, referral programs, podcasts + streaming.
Need extra support in Q4? Get started on your agency search here.
Marketing Jargon
In marketing, it feels like there's a new term being thrown around every day. We've got you! Here are a few you should have on your radar (and mention in your next meeting).
Addressability: The ability to use media to target and connect with specific individuals — as opposed to a large group of users. Why is it important? Addressability gives marketers the ability to customize communications to individuals to meet their needs and deepen the relationship.
Cord-Cutting: The shift from consuming traditional cable TV to streaming. Those who make this shift are referred to as "Cord-Cutters" — most brands are shifting ad spend along with them.
CTV Ads: AKA Connected TV ads — video ads that are delivered via a streaming service while users are watching content. What's the big deal? Most ad platforms weren't built to handle the complexity that effective CTV advertising requires — with advertisers needing the capability to incorporate a combination of contextual placement and audience-based targeting. The solution? Ad platforms are currently working to innovate to accommodate these complexities — and it's thought that AI can help!
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That wraps issue no. 7 of The Breef POV! Keep an eye on your inbox for the next edition. In the meantime, browse more on The Breefing Room.
