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These Brand Misconceptions Are Killing Your Bottom Line | On Scope
Podcast Clips December 12, 2025Brand Finance’s Alfred DuPuy shares the popular misconceptions about brand value that are eating into your profit margin.
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Don’t Wait for Mergers or Acquisitions to Calculate Your Brand Value | On Scope
Podcast Clips December 9, 2025Brand Finance’s Alfred DuPuy explains why proactively calculating your brand’s value can be a boon for marketers looking to gain more respect from the C-suite and the rest of the organization and provides some insight into how you can do so.
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The Most Valuable Brands All Have These Things in Common | On Scope
Podcast Clips December 9, 2025During an appearance on the On Scope podcast, Brand Finance’s Alfred DuPuy shares the two qualities every single valuable brand on earth seems to have in common.
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You're Thinking About Brand Value Wrong with Alfred DuPuy
On Scope December 4, 2025Brand Finance’s Alfred DuPuy joins On Scope to dive into how the concept and formula for brand valuation has evolved over the years, why brand value is viewed as ephemeral when it is actually a concrete concept, and how misunderstanding all of this is actively hurting your bottom line.
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Marketing News Quiz for November 22, 2025
Marketing News Quiz November 22, 2025In this week's marketing news quiz: a new survey from Gartner about CMOs, Walmart's latest addition to its holiday campaign, Edelman rolls out a new lab for a certain demographic, and more.
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Johnnie Walker Freshens Its "Keep Walking" Campaign
Marketing News November 20, 2025Scotch whisky brand Johnnie Walker on Tuesday announced the return of its 25-plus-year-old "Keep Walking" global campaign. The new iteration includes a 30-second spot featuring various vignettes showing how people "keep" every day — such as "keep playing" and "keep dreaming" — and move forward.
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Vanguard Uses Storytelling to Empower Black Financial Journeys
Multicultural and Inclusive Marketing Awards November 19, 2025Vanguard built trust with affluent Black investors through a community-driven campaign that sparked honest financial conversations, using storytelling, research, and media partnerships to empower wealth-building dialogue and deepen brand relevance.
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ROAD iD Stays in the Same Marketing Lane
Social Impact November 17, 2025In 1999, Edward Wimmer IV was a college senior training for a marathon when he was nearly hit by a pickup truck and landed in a roadside ditch — without any proper identification. A few months later he launched ROAD iD, a tags and bracelets company catering to runners, cyclists, and triathletes.
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Insights from the Masters Main Stage
Leading Edge November 12, 2025Discover key takeaways from the 2025 ANA Masters of Marketing Conference — from AI-driven transformation and brand fundamentals to creativity, trust, and cultural relevance. Learn how top CMOs and brand leaders are driving growth and staying relevant in a fast-changing landscape.
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Headspace’s Strategic Partnerships: Expanding Access to Mental Health Support
Event Recaps November 6, 2025Headspace SVP Connie Chan Wang shared how the brand is redefining mental health care through inclusive partnerships, product evolution, and a philosophy rooted in meeting people where they are.
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How to Identify Social Issues Your Brand Can Champion | On Scope
Podcast Clips November 5, 2025Using lessons learned during the development of her organization’s “Agree to Agree” campaign, The Ad Council’s Ro Patrick shares her advice for how brands might approach identifying social issues they can take a stand on without getting caught in the tense political fray.
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Athleta's New Holiday Campaign 'Celebrates the Wins' for Women
Marketing News November 4, 2025Women's athletic wear brand Athleta on Tuesday announced the kickoff of its holiday campaign, "Celebrate the Wins." Starring actress Olivia Munn, the marketing effort invites women to slow down and connect — whether solo or with others — during a chaotic time of the year.
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Snapdragon’s Formula for Creating Brand Value
Event Recaps October 31, 2025During a session at the 2025 ANA Masters of Marketing Conference, Qualcomm discussed its formula for creating brand value.
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Audience, Context, and Relevance Is a Winning Formula for Brand Value
Conference Session Videos October 31, 2025During a session at the 2025 ANA Masters of Marketing Conference, Qualcomm discussed its formula for creating brand value.
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e.l.f. Beauty Launches Ad Campaign Urging People to 'Give an e.l.f.'
Marketing News October 28, 2025e.l.f. Beauty on Tuesday released its fourth annual Impact Report along with a new global ad campaign, "Give an e.l.f," that challenges consumers to fuel their own sense of purpose. The multichannel campaign includes a direct call to action to the public: "What do you give an e.l.f. (F#@&) about?"
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Is It Time for Marketers to Reevaluate Brand Purpose?
Social Impact October 20, 2025It was just a few years ago that brand purpose — what a company stands for other than making money — was trumpeted as a transformative force in marketing and advertising. However, brand purpose seems to have lost its way lately. Thomas Kolster, founder and creative director of Copenhagen-based Goodvertising Agency, and author of The Hero Trap, says brands often struggle because they "tiptoe" around areas that don't align with their company.
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Geezer Creative CEO Explains Brand Purpose
Event Recaps October 2, 2025Brent Rivard, CEO of Geezer Creative, led a candid discussion about building meaningful brand purpose, showing why specificity, emotional resonance, and real action matter more than slogans.
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Indeed’s Rising Voices Rewrites Hollywood’s Hiring Story
In-House Excellence Awards September 30, 2025Indeed’s Rising Voices program empowered underrepresented filmmakers with funding, mentorship, and visibility, creating over 2,500 jobs and producing Academy Award-eligible films that redefined opportunity in Hollywood.
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PepsiCo and Unilever Launch 'STEP up for Agriculture' Initiative
Marketing News September 22, 2025PepsiCo and Unilever are banding together to launch Supporting Trusted Engagement and Partnership up for Agriculture (STEP up for Ag), which is designed to strengthen the sustainability efforts of farmer-facing support organizations across North America.
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How to Boost Brand Purpose Through Sports Partnerships
Social Impact September 15, 2025Sports partnerships are drawing more advertisers looking to highlight their brand purpose and connect with fans and audiences in ways that are beyond transactional and reflect shared values.
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