Behind the rebrand: Marriott and Dunkin' on pinpointing essence; Banana Republic drafts NFL star Jared Goff for fall meme campaign; AMA: Marketers face growing 'techlash' among consumers; 'Avengers' memes and cheese bunkers: Inside 1 of Kellogg's most successful launches
Stripping away extraneous visuals and tactics while honoring a brand's heritage is key to not alienating loyal customers amid a refresh, executives said at Advertising Week.
At Advertising Week, CMO of North America Gail Horwood dished on the premarket research and real-time response that turned Cheez-It Snap'd into a fan favorite.
The new startup looks to fill a need for small businesses that may be seeking a more surefire model than a digital marketing campaign in which they pay for clicks but have no guarantee of sales conversions.
"I don't care whether you're talking about TV advertising or digital advertising, ... they have stayed true to their target audience," says Gary Stibel, CEO of New England Consulting Group.
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