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CATEGORY: Branding
Inside Away’s Instagram Strategy
August 15th, 2017 by Digiday on Beneath the Brand
One of the most engaging posts that Away, the direct-to-consumer luggage maker, has had on Instagram features a yellow suitcase appears in front of a wall of tiles on Italy’s Amalfi Coast. “There’s yellow. Then there’s Amalfi lemon yellow,” the post reads. But the post wasn’t created by Away’s social team but by a travel buff who happens to be a fan of the brand.

How Content Marketing Brings Value to Your Partner Program
August 14th, 2017 by Forbes on Beneath the Brand
Like the Beatles sang, we all get by with a little help from our friends. In business, those friends might better be called partners. Behind every successful company are people whose partnerships strengthen it and help drive its growth. Yet good partners are tough to find and tougher to keep, and building lucrative...
Why Marketers Need To Double Down On Artificial Intelligence
August 10th, 2017 by Forbes on Beneath the Brand
Did you know that artificial intelligence startups continue to attract hundreds of millions of dollars in venture capital investments? Or how about the fact that Harvard University recently received $28 million to build artificial intelligence as strong as the human brain? As a marketing professional, you can’t afford to overlook the power of artificial intelligence.
Chicken Industry Player Calls Out Marketing Gimmicks
August 9th, 2017 by Forbes on Beneath the Brand
Last week Jenna Gallegos wrote an excellent piece in the Washington Post titled “10 mega myths about farming to remember on your next grocery run.” At least two of these myths have been actively promoted through misleading label claims that consumers see when they are shopping for products like chicken.
Dunkin’ is Dropping the Donuts From Brand Name
August 7th, 2017 by The Drum on Beneath the Brand
Dunkin’ Donuts is testing an abbreviated brand name in select stores as it looks to “reinforce that it’s a beverage-led brand and coffee leader”. According to Nation’s Restaurant News, the Dunkin’ only branding will be trialed in California before rolling out to multiple locations.
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