Why marketers keep refreshing brands instead of betting on splashy ads

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Any arguments passed to .trigger() will also be passed along // to the associated function function waitForTriggerHandler() { var function_queue = []; var trigger_arguments = []; this._triggered = false; this.push = function(fn) { if (this._triggered) { // just run it immediately if handler has already been triggered fn.apply(null, trigger_arguments); } else { // otherwise add to the queue to run later function_queue.push(fn); } }; this.trigger = function() { // any arguments passed to trigger(foo, bar, baz) will also be passed along to functions in the queue // first convert any arguments to an array trigger_arguments = Array.prototype.slice.call(arguments); while (function_queue.length){ // for each function in the queue, pop it off and then execute it while passing in any // args that may have been passed to trigger(). function_queue.pop().apply(null, trigger_arguments); // The "null" above is for the value of "this". // See https://developer.mozilla.org/en-US/docs/Web/JavaScript/Reference/Global_Objects/Function/apply#Parameters } this._triggered = true; } } // set up waitToLoadAds handler window.waitToLoadAds = new waitForTriggerHandler(); // We set up the triggers for this below, they depend on whether we're loading lytics on the page </script> <script type="text/javascript"> // This token is here for test_lytics_snippet.py test: lytics-is-enabled window.googletag = window.googletag || {}; googletag.cmd = googletag.cmd || []; // initialize callback (source: https://learn.lytics.com/product-docs/lytics-javascript-tag/receiving-data-from-lytics) !function(){"use strict";var o=window.jstag||(window.jstag={}),r=[];function n(e){o[e]=function(){for(var n=arguments.length,t=new Array(n),i=0;i<n;i++)t[i]=arguments[i];r.push([e,t])}}n("send"),n("mock"),n("identify"),n("pageView"),n("unblock"),n("getid"),n("setid"),n("loadEntity"),n("getEntity"),n("on"),n("once"),n("call"),o.loadScript=function(n,t,i){var e=document.createElement("script");e.async=!0,e.src=n,e.onload=t,e.onerror=i;var o=document.getElementsByTagName("script")[0],r=o&&o.parentNode||document.head||document.body,c=o||r.lastChild;return null!=c?r.insertBefore(e,c):r.appendChild(e),this},o.init=function n(t){return this.config=t,this.loadScript(t.src,function(){if(o.init===n)throw new Error("Load error!");o.init(o.config),function(){for(var n=0;n<r.length;n++){var t=r[n][0],i=r[n][1];o[t].apply(o,i)}r=void 0}()}),this}}(); // custom init + lytics default install tag from https://activate.getlytics.com/connect?aid=2751 // see https://learn.lytics.com/understanding/product-docs/lytics-javascript-tag/configuration#configuration-options var lyticsCid = '44fda7674f94228540d8fba6786f9770'; console.log('You are using the Lytics Prod account'); jstag.init({ src: `https://c.lytics.io/api/tag/${lyticsCid}/latest.min.js`, pageAnalysis: { dataLayerPull: { disabled: true } } }); jstag.pageView(); (function(){ var sailthru_cookie, sailthru_user_id; function read_cookie(cookieName) { var re = new RegExp('[; ]'+cookieName+'=([^\\s;]*)'); var sMatch = (' '+document.cookie).match(re); if (cookieName && sMatch) return unescape(sMatch[1]); return ''; } sailthru_cookie = read_cookie('sailthru_hid'); if (sailthru_cookie.length > 56) { sailthru_user_id = sailthru_cookie.slice(32,56); jstag.send({ st_profile_id: sailthru_user_id }); } })(); jstag.call('entityReady', waitToLoadAds.trigger); setTimeout(waitToLoadAds.trigger, 1000); // also trigger lytics if it's taking too long waitToLoadAds.push(function (lytics_data) { // lytics_data won't be defined if lytics failed to load correctly. In that case // we don't need to set any segments. if (lytics_data && lytics_data.segments) { googletag.cmd.push(function() { googletag.pubads().setTargeting("LyticsSegments", lytics_data.segments); }); } }); function getUID(id) { window.dataLayer.push({'user_id': id}); }; jstag.getid(getUID); </script> <script type="text/javascript" src="/static/js/mailcheck.min.js?192616240919"></script> <script type="text/javascript" src="/static/js/dive_mailcheck.js?192616240919"></script> <script src="/static/js/app.js?040116120224"></script> <script type="text/javascript"> var divecounter_settings = {}; divecounter_settings.showSignupAd = true; </script> <script type="text/javascript" src="/static/js/divecounter.js?261616040423"></script> <script type="text/javascript"> // Special unbounce signup thing for google traffic. Test with ?test_unbounce in the URL // Note: divecounter must already be loaded. Only enabled on pages that would normally have signup ads // Note: showSignupAd is always off if prestitial is enabled! if ((typeof divecounter !== "undefined") && ($(window).width() > 640)) { var test_unbounce = (window.location.href.indexOf("?test_unbounce")>=0); var force_unbounce = (window.location.href.indexOf("signupbounce=1")>=0) || (window.location.href.indexOf("utm_campaign=Linked-HR")>=0) || (window.location.href.indexOf("utm_source=outbrain")>=0); if (test_unbounce || force_unbounce || (document.referrer.match(/^https?:\/\/(www\.google\.|news\.google\.|t\.co|twitter\.com|www\.facebook\.com)/i) && divecounter.getOption('showSignupAd') && divecounter.canShow(1,1)) ) { // dyanmically load ouibounce.js only on pages where its needed $.getScript("/static/js/ouibounce.min.js?102717100918", function(){ // Once ouibounce.js loads, call the script // We're reusing divecounter's modal instead of OuiBounce's modal code (that's why we pass it 'false') var _ouibounce = ouibounce(false, { aggressive: test_unbounce, // ignore cookie in test mode cookieName: '_viewedOuiBounce', // underscored cookies should be ignored by Varnish callback: function() { divecounter_open_ad(); } }); }); } // end should show unbounce } // end divecounter defined </script> <script type="text/javascript"> // Load analytics.js (universal analytics) first (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','//www.google-analytics.com/analytics.js','ga'); // set all the variables that are per-session or per-visit ga( 'create', 'UA-19684343-10', 'auto', {'name': 'orig'}, {'siteSpeedSampleRate': 2} ); // Set the same variables for aggregate data profile ga( 'create', 'UA-19684343-45', 'auto', {'name': 'agg'}, {'siteSpeedSampleRate': 2} ); //GA.js for tracking outbound links function trackOutboundLink(link, category, action, redirect) { try{ ga('orig.send', 'event', category, action); } catch(err) {} try{ ga('agg.send', 'event', category, action); } catch(err) {} //Timer to prevent redirect before processing data - not necessary if opening tab in new window if(redirect){ setTimeout(function(){ document.location.href = link.href; }, 100); } } $(document).ready(function() { $(".outboundlink").click(function() { trackOutboundLink(this, 'outboundlink', this.link, this.target != '_blank'); }); }); ga("orig.set", { "dimension3": "Chris Kelly", "dimension4": "Jul 10, 2024", "dimension5": "Brand Strategy, Creative", "dimension6": "Ad spend, Consumer Insights, CPG, DTC, Generation Z", "dimension7": "20240710", "dimension8": "Deep Dive", "dimension11": "False", }); ga("agg.set", { "dimension3": "Chris Kelly", "dimension7": "Jul 10, 2024", "dimension5": "Brand Strategy, Creative", "dimension6": "Ad spend, Consumer Insights, CPG, DTC, Generation Z", "dimension4": "20240710", "dimension8": "Deep Dive", "dimension11": "False", }); var diveSendPageviewEvent = true; if (diveSendPageviewEvent === true) { ga('orig.send', 'pageview'); ga('agg.send', 'pageview'); console.log('Queued sending of the pageview event to Google Analytics.'); } else { console.log('Sending the Google Analytics pageview event is disabled for this page.'); } // Actually track outbound links // Not sure if this is being used? var trackOutboundRegisterLink = function (url) { ga('agg.send', 'event', 'event_register', url, 'Registered for event', {'hitCallback': function () { document.location = url; } }); }; // Not sure if this is being used? var trackOutboundWebsiteLink = function (url) { // No need to manually change document.location; website opens in new tab ga('agg.send', 'event', 'event_website', url, 'Visited event site'); }; </script> <script type="module" src="/static/js/dist/googleAnalyticsHelper.bundle.js?081516261124" ></script> <script type="text/javascript"> function read_cookie(cookieName) { var re = new RegExp('[; ]'+cookieName+'=([^\\s;]*)'); var sMatch = (' '+document.cookie).match(re); if (cookieName && sMatch) return unescape(sMatch[1]); return ''; } var script = document.createElement('script'); script.type = 'text/javascript'; script.async = true; script.addEventListener('load', function(e) { // we only pass the template this context variable on newsposts let informaData = false; informaData = {"canonicalUrl": "https://www.marketingdive.com/news/companies-rebranding-in-2024/719804/", "pageIsSponsored": false, "pageSponsor": "", "contentAuthor": "Chris Kelly", "contentPubDate": "2024-07-10 12:00:00", "pageID": "newspost 719804", "pageTitle": "Why marketers keep refreshing brands instead of betting on splashy ads", "pageType": "deep-dive", "primaryTerm": "Brand Strategy, Creative", "secondaryTerm": "Ad spend, Consumer Insights, CPG, DTC, Generation Z"}; if (window.IIRISTracker) { var sailthru_id = read_cookie('sailthru_hid'); if (sailthru_id.length > 56) { sailthru_id = sailthru_id.slice(32,56); } var notProduction = 'False' === 'True'; var domain = 'www.marketingdive.com'.split('.')[1]; // on non-prod environment, there is specific collector domain to send the data to. var cDomain = notProduction ? 'com-informa-prod1.mini.snplow.net' : 'c.' + domain + '.com' // removed .com previous line var cfg = { config: { td: {}, snowplow: { context: {} } } }; cfg.config.idsource = 'sailthruid'; cfg.config.snowplow.appId = domain; cfg.config.snowplow.cDomain = cDomain; cfg.config.td.lob = 'it'; cfg.config.td.domain = domain; cfg.config.snowplow.contentTagEnabled = !!informaData cfg.config.snowplow.context = informaData window.IIRISTracker.initConfig(cfg); window.IIRISTracker.setTrackingUID(sailthru_id); var irisEvt = new Event('trackerLoaded'); window.dispatchEvent(irisEvt); } else { window.addEventListener('trackerLoaded', function(evt) { if(window.IIRISTracker) { window.IIRISTracker.setTrackingUID(sailthru_id); } }); } }); script.src = 'https://static.iris.informa.com/widgets/v3.0/iris-t.js'; document.getElementsByTagName('head')[0].appendChild(script); </script> <script type="text/javascript"> jQuery.browser = {}; (function () { jQuery.browser.msie = false; jQuery.browser.version = 0; if (navigator.userAgent.match(/MSIE ([0-9]+)\./)) { jQuery.browser.msie = true; jQuery.browser.version = RegExp.$1; } })(); </script>  <script type="text/javascript" src="/static/js/jquery.simplemodal.divefork.min.js?093716120922"></script> <style> /* dynamic style overrides based on DB go here*/ </style> <meta name="sailthru.title" content="Why marketers keep refreshing brands instead of betting on splashy ads" /> <meta name="sailthru.post_type" content="Deep Dive" /> <meta name="sailthru.dive_awards" content="False" /> <meta name="sailthru.post_updated" content="False" /> <meta name="lytics:topics" content="Generation Z, Consumer Insights, Brand Strategy, DTC, Creative, CPG, Ad spend" /> <meta name="robots" content="max-image-preview:large"> <meta name="news_keywords" content="Brand Strategy,brand-strategy,Creative,creative"/> <style> @media screen and (max-width: 640px) { div.figure_content.article-hero-img { max-width: 100%; } } @media screen and (min-width: 1024px) { .full-width__header-image .inside_story { max-width: 76vw; } } </style> <script data-cfasync="false" type="text/javascript" src="/static/js/prestitial.js?270116210524"></script> <script async src="https://securepubads.g.doubleclick.net/tag/js/gpt.js"></script> <script src="/static/js/dist/signupDataGam.bundle.js?081516261124"></script> <script type="text/javascript" src="/static/js/dist/adTemplates.bundle.js?081516261124"></script> <script> var eventMethod = window.addEventListener ? "addEventListener" : "attachEvent"; var eventer = window[eventMethod]; var messageEvent = eventMethod == "attachEvent" ? "onmessage" : "message"; // Build the site_logos object to be later referenced in house ads const site_logos = {}; site_logos['diveapi'] = { domain: 'diveapi', site_name: "API Site", alt_text: "API Site logo", is_current_site: false, white: { png: "None", svg: "None", }, black: { png: "None", svg: "None", } }; site_logos['agriculturedive'] = { domain: 'agriculturedive', site_name: "Agriculture Dive", alt_text: "Agriculture Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/agriculture_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/agriculture_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/agriculture_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/agriculture_black.svg", } }; site_logos['automotivedive'] = { domain: 'automotivedive', site_name: "Automotive Dive", alt_text: "Automotive Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/automotive_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/automotive_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/automotive_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/automotive_black.svg", } }; site_logos['bankingdive'] = { domain: 'bankingdive', site_name: "Banking Dive", alt_text: "Banking Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/banking_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/banking_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/banking_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/banking_black.svg", } }; site_logos['biopharmadive'] = { domain: 'biopharmadive', site_name: "BioPharma Dive", alt_text: "BioPharma Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/biopharma_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/biopharma_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/biopharma_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/biopharma_black.svg", } }; site_logos['cfo'] = { domain: 'cfo', site_name: "CFO.com", alt_text: "CFO.com logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfodotcom_white.svg", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfodotcom_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfodotcom_black.svg", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfodotcom_black.svg", } }; site_logos['cfodive'] = { domain: 'cfodive', site_name: "CFO Dive", alt_text: "CFO Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfo_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfo_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfo_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfo_black.svg", } }; site_logos['ciodive'] = { domain: 'ciodive', site_name: "CIO Dive", alt_text: "CIO Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cio_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cio_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cio_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cio_black.svg", } }; site_logos['constructiondive'] = { domain: 'constructiondive', site_name: "Construction Dive", alt_text: "Construction Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/construction_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/construction_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/construction_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/construction_black.svg", } }; site_logos['cstoredive'] = { domain: 'cstoredive', site_name: "C-Store Dive", alt_text: "C-Store Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cstore_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cstore_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cstore_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cstore_black.svg", } }; site_logos['customerexperiencedive'] = { domain: 'customerexperiencedive', site_name: "CX Dive", alt_text: "CX Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cx_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cx_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cx_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cx_black.svg", } }; site_logos['cybersecuritydive'] = { domain: 'cybersecuritydive', site_name: "Cybersecurity Dive", alt_text: "Cybersecurity Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cybersecurity_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cybersecurity_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cybersecurity_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cybersecurity_black.svg", } }; site_logos['educationdive'] = { domain: 'educationdive', site_name: "Education Dive", alt_text: "Education Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/education_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/education_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/education_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/education_black.svg", } }; site_logos['esgdive'] = { domain: 'esgdive', site_name: "ESG Dive", alt_text: "ESG Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/esg_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/esg_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/esg_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/esg_black.svg", } }; site_logos['facilitiesdive'] = { domain: 'facilitiesdive', site_name: "Facilities Dive", alt_text: "Facilities Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/facilities_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/facilities_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/facilities_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/facilities_black.svg", } }; site_logos['fashiondive'] = { domain: 'fashiondive', site_name: "Fashion Dive", alt_text: "Fashion Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/fashion_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/fashion_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/fashion_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/fashion_black.svg", } }; site_logos['fooddive'] = { domain: 'fooddive', site_name: "Food Dive", alt_text: "Food Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/food_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/food_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/food_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/food_black.svg", } }; site_logos['grocerydive'] = { domain: 'grocerydive', site_name: "Grocery Dive", alt_text: "Grocery Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/grocery_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/grocery_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/grocery_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/grocery_black.svg", } }; site_logos['healthcaredive'] = { domain: 'healthcaredive', site_name: "Healthcare Dive", alt_text: "Healthcare Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/healthcare_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/healthcare_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/healthcare_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/healthcare_black.svg", } }; site_logos['highereddive'] = { domain: 'highereddive', site_name: "Higher Ed Dive", alt_text: "Higher Ed Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/highered_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/highered_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/highered_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/highered_black.svg", } }; site_logos['hoteldive'] = { domain: 'hoteldive', site_name: "Hotel Dive", alt_text: "Hotel Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hotel_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hotel_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hotel_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hotel_black.svg", } }; site_logos['hrdive'] = { domain: 'hrdive', site_name: "HR Dive", alt_text: "HR Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hr_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hr_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hr_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hr_black.svg", } }; site_logos['k12dive'] = { domain: 'k12dive', site_name: "K-12 Dive", alt_text: "K-12 Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/k12_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/k12_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/k12_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/k12_black.svg", } }; site_logos['legaldive'] = { domain: 'legaldive', site_name: "Legal Dive", alt_text: "Legal Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/legal_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/legal_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/legal_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/legal_black.svg", } }; site_logos['manufacturingdive'] = { domain: 'manufacturingdive', site_name: "Manufacturing Dive", alt_text: "Manufacturing Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/manufacturing_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/manufacturing_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/manufacturing_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/manufacturing_black.svg", } }; site_logos['marketingdive'] = { domain: 'marketingdive', site_name: "Marketing Dive", alt_text: "Marketing Dive logo", is_current_site: true, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/marketing_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/marketing_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/marketing_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/marketing_black.svg", } }; site_logos['medtechdive'] = { domain: 'medtechdive', site_name: "MedTech Dive", alt_text: "MedTech Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/medtech_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/medtech_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/medtech_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/medtech_black.svg", } }; site_logos['mobilemarketer'] = { domain: 'mobilemarketer', site_name: "Mobile Marketer", alt_text: "Mobile Marketer logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/mobilemarketer_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/mobilemarketer_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/mobilemarketer_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/mobilemarketer_black.svg", } }; site_logos['multifamilydive'] = { domain: 'multifamilydive', site_name: "Multifamily Dive", alt_text: "Multifamily Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/multifamily_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/multifamily_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/multifamily_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/multifamily_black.svg", } }; site_logos['packagingdive'] = { domain: 'packagingdive', site_name: "Packaging Dive", alt_text: "Packaging Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/packaging_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/packaging_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/packaging_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/packaging_black.svg", } }; site_logos['paymentsdive'] = { domain: 'paymentsdive', site_name: "Payments Dive", alt_text: "Payments Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/payments_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/payments_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/payments_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/payments_black.svg", } }; site_logos['pharmavoice'] = { domain: 'pharmavoice', site_name: "PharmaVoice", alt_text: "PharmaVoice logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/pharmavoice_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/pharmavoice_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/pharmavoice_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/pharmavoice_black.svg", } }; site_logos['proformative'] = { domain: 'proformative', site_name: "Proformative", alt_text: "Proformative logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/proformative_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/proformative_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/proformative_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/proformative_black.svg", } }; site_logos['restaurantdive'] = { domain: 'restaurantdive', site_name: "Restaurant Dive", alt_text: "Restaurant Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/restaurant_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/restaurant_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/restaurant_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/restaurant_black.svg", } }; site_logos['retaildive'] = { domain: 'retaildive', site_name: "Retail Dive", alt_text: "Retail Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/retail_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/retail_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/retail_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/retail_black.svg", } }; site_logos['smartcitiesdive'] = { domain: 'smartcitiesdive', site_name: "Smart Cities Dive", alt_text: "Smart Cities Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smartcities_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smartcities_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smartcities_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smartcities_black.svg", } }; site_logos['socialmediatoday'] = { domain: 'socialmediatoday', site_name: "Social Media Today", alt_text: "Social Media Today logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smt_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smt_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smt_color.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smt_color.svg", } }; site_logos['supplychaindive'] = { domain: 'supplychaindive', site_name: "Supply Chain Dive", alt_text: "Supply Chain Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/supplychain_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/supplychain_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/supplychain_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/supplychain_black.svg", } }; site_logos['truckingdive'] = { domain: 'truckingdive', site_name: "Trucking Dive", alt_text: "Trucking Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/trucking_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/trucking_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/trucking_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/trucking_black.svg", } }; site_logos['utilitydive'] = { domain: 'utilitydive', site_name: "Utility Dive", alt_text: "Utility Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/utility_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/utility_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/utility_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/utility_black.svg", } }; site_logos['wastedive'] = { domain: 'wastedive', site_name: "Waste Dive", alt_text: "Waste Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/waste_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/waste_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/waste_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/waste_black.svg", } }; // Get the dive domain and return the dive logo object, or null if it doesn't exist in site_logos function getDivesiteLogoObject(link_url, alt_domain='') { let dive_domain; // Split link URL on 'adurl=' and take what comes after as the ad url const ad_url = decodeURIComponent(link_url.split('adurl=')[1]); // Split on . to get an array of hostname segments const dive_domain_array = new URL(ad_url).hostname.split('.'); // Retrieve the second to last element of the hostname array, which should always be the domain dive_domain = dive_domain_array[dive_domain_array.length - 2] if (alt_domain) { // If alt_domain has been specified, normalize it. i.e. "HR Dive", "http://hrdive.com", etc. => "hrdive" // This will override the link url's domain. dive_domain = alt_domain.replace(/\s+/g, '').replace(/^(https?:\/\/)?(www\.)?|\.com.*|\?.*|#.*/gi, '').toLowerCase(); } // Return the site logos object for this domain if it exists, or null if it does not if (site_logos[dive_domain]) { return site_logos[dive_domain]; } else { // Fallback logo const url_prefix = "https://d12v9rtnomnebu.cloudfront.net/divesite/responsive_ad_assets/small_logos/"; return { domain: 'industrydive', site_name: 'Industry Dive', alt_text: 'Industry Dive logo', white: { svg: url_prefix + 'industrydive-small-white.svg', png: url_prefix + 'industrydive-small-white.png', }, black: { svg: url_prefix + 'industrydive-small-black.svg', png: url_prefix + 'industrydive-small-black.png', } } } } eventer(messageEvent, function (e) { var key = e.message ? "message" : "data"; var data = e[key]; var eventName = data.message || 'ignore'; if (eventName == 'adContentAvailable') { var $ad_element; $ad_element = $('div').filter('[data-container-ad-unit-id="' + data.adUnit + '-' + window.dfp_visibility + '"]'); $ad_element.hide() var nativeAdEditorialSelector = '.sidebar .hybrid-ad-wrapper .native-ad-editorial'; var nativeAdEditorialExists = $(nativeAdEditorialSelector).length > 0; if ( nativeAdEditorialExists ) { $(nativeAdEditorialSelector).closest('.hybrid-ad-wrapper').addClass('native-ad-editorial-sidebar-border'); } // Inline homepage ad $('.feed-item-ad .hybrid-ad-wrapper a').each(function (index, element) { window.updateGamAdUrl(element, 'inline'); }); // Editorial native ad sidebar // NOTE: must go before inline native ad to ensure correct location added $('.sidebar .native-ad.editorial a').each(function (index, element) { window.updateGamAdUrl(element, 'sidebar'); }); // Editorial native ad inline $('.native-ad.editorial a').each(function (index, element) { window.updateGamAdUrl(element, 'inline'); }); // Sidebar ad $('.sidebar .hybrid-ad-wrapper a').each(function (index, element) { window.updateGamAdUrl(element, 'sidebar'); }); } }, false); var googletag = googletag || {}; googletag.cmd = googletag.cmd || []; googletag.cmd.push(function () { var desktopWidth = 1024; if (window.innerWidth >= desktopWidth) { window.dfp_visibility = 'desktop'; } else { window.dfp_visibility = 'mobile'; } var dfpDisplayConfiguration = { "prestitialEnabled": true, "leaderboardEnabled": true, "sidebarAdsEnabled": true, "visibility": window.dfp_visibility }; if (window.dfp_visibility == 'desktop') { if (typeof prestitialAds == 'object' && prestitialAds.pageIsPrestitialEligible()) { googletag.defineSlot('/21662595662/marketingdive/marketingdiveprestitial', [[500, 300], [640, 480]], 'paychekgoeshere').addService(googletag.pubads()); } if (dfpDisplayConfiguration.leaderboardEnabled) { googletag.defineSlot('/21662595662/marketingdive/marketingdiveleaderboard', [[970, 180], [728, 90], [970, 90]], 'dfp-leaderboard-desktop').addService(googletag.pubads()); googletag.pubads().addEventListener('slotRenderEnded', function (event) { if ((event.slot.getAdUnitPath() === '/21662595662/marketingdive/marketingdiveleaderboard' || event.slot.getAdUnitPath() === '/21662595662/marketingdive/marketingdiveleaderboard') && !event.isEmpty ) { $(window).blur(function () { if (document.activeElement === $('#dfp-leaderboard-desktop iframe')[0] || document.activeElement === $('#dfp-leaderboard-desktop iframe')[0]) { try { localStorage.setItem('leaderboard_signup_path', document.location.pathname); } catch (e) { // local storage could not be available due to privacy settings or something } } }); } }); } if (dfpDisplayConfiguration.sidebarAdsEnabled) { googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid1', [[300, 250], 'fluid', [160, 600]], 'dfp-hybrid1-desktop').addService(googletag.pubads()); } googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid2', [[300, 250], 'fluid'], 'dfp-hybrid2-desktop').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid3', [[300, 250], 'fluid'], 'dfp-hybrid3-desktop').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid4', [[300, 250], 'fluid'], 'dfp-hybrid4-desktop').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivethankyouhybrid1', ['fluid'], 'dfp-thankyouhybrid1-desktop').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivethankyouhybrid2', ['fluid'], 'dfp-thankyouhybrid2-desktop').addService(googletag.pubads()); } else { googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid1', [[300, 250], 'fluid'], 'dfp-hybrid1-mobile').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid2', [[300, 250], 'fluid'], 'dfp-hybrid2-mobile').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid3', [[300, 250], 'fluid'], 'dfp-hybrid3-mobile').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid4', [[300, 250], 'fluid'], 'dfp-hybrid4-mobile').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivethankyouhybrid1', ['fluid'], 'dfp-thankyouhybrid1-mobile').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivethankyouhybrid2', ['fluid'], 'dfp-thankyouhybrid2-mobile').addService(googletag.pubads()); } googletag.pubads().setTargeting("topics", ["Brand Strategy","brand-strategy","Creative","creative"]); googletag.pubads().setTargeting("tags", ["marketing-tag-ad-spend","marketing-tag-consumer-insights","marketing-tag-cpg","marketing-tag-dtc","marketing-tag-generation-z"]); if ((typeof divecounter !== "undefined") && (divecounter.getData().is_subscriber)) { googletag.pubads().setTargeting("is_subscriber", "yes"); } var site = window.location.host; googletag.pubads().setTargeting("site", site); var first_path = window.location.pathname.split( '/' )[1]; 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</script> <div class="search-overlay"></div> <div class="page-wrapper"> <div class="page-inner-wrapper" id="skip-link-target"> <article class="full-width"> <div class="full-width__header-and-body"> <div class="full-width__header">  <div class="printed-branding"> <span class="promoted-branded-copy">An article from</span> <img src="https://d12v9rtnomnebu.cloudfront.net/logo/printer_friendly/marketingdive.jpg" alt="site logo"> </div> <div class="full-width__header-text"> <div class=""> <div class="post-label-wrapper"> <span class="post-label post-label--medium "> Deep Dive </span> </div> </div> <h1 class="display-heading-04 full-width__title">Why marketers keep refreshing brands instead of betting on splashy ads</h1> <p class="full-width__subtitle">The widespread appetite for brand building is evident in how rebrands continue to proliferate alongside an advertising upswing.</p> <div class="full-width-byline"> Published July 10, 2024 • <span class=""> By <a rel="author" href="/editors/ckelly/" class="analytics t-article-byline-author">Chris Kelly</a> </span> </div> </div> <div class="full-width__header-image"> <figure class="inside_story"> <div class="figure_content article-hero-img"> <img class="" src="https://imgproxy.divecdn.com/IBCDHDsI_1TKtOyAzjhEuBDaHxP0FrOpewImSXfw18k/g:ce/rs:fill:1400:788:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9PY2Vhbl9TcHJheV9Cb3JuX1RhcnRfUmFpc2VkX0JvbGQuanBlZw==.webp" width="1400" height="788" srcset="https://imgproxy.divecdn.com/HtVlzXCwVlTHLT0RmHTrgxVT50-qfU5RkNMj0VY5y7E/g:ce/rs:fill:400:225:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9PY2Vhbl9TcHJheV9Cb3JuX1RhcnRfUmFpc2VkX0JvbGQuanBlZw==.webp 400w, https://imgproxy.divecdn.com/Xv0YgcwpsBSEKzBPThrkC8flujLjU5qwW5fnzn09IS4/g:ce/rs:fill:800:450:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9PY2Vhbl9TcHJheV9Cb3JuX1RhcnRfUmFpc2VkX0JvbGQuanBlZw==.webp 800w, https://imgproxy.divecdn.com/IBCDHDsI_1TKtOyAzjhEuBDaHxP0FrOpewImSXfw18k/g:ce/rs:fill:1400:788:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9PY2Vhbl9TcHJheV9Cb3JuX1RhcnRfUmFpc2VkX0JvbGQuanBlZw==.webp 1400w, https://imgproxy.divecdn.com/9dJ6GCVVRGyxps7zHDtwvXPlK95PcnEVhzPnNUIzkyk/g:ce/rs:fill:2000:1125:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9PY2Vhbl9TcHJheV9Cb3JuX1RhcnRfUmFpc2VkX0JvbGQuanBlZw==.webp 2000w" sizes="100vw" alt="Ocean Spray rebrand OOH ads" > </div> <figcaption class="inside_story_caption"> <span class="caption_text"> Recent rebrands like the one by Ocean Spray are born out of marketers' need for agility and fluidity in their efforts and allow them to meet several different imperatives. </span> <span class="source_text"> Courtesy of Ocean Spray </span> </figcaption> </figure> </div> </div> <div class="full-width__content-wrapper"> <div class=""> <div class="article-body add-drop-cap "> <p>For the third year in a row, many marketers have focused on rebrands, refreshes and repositionings over the type of creative swings that can make a big splash and create buzz. While mostly embraced by CPG companies the likes of Kraft Heinz, Unilever and PepsiCo, this approach also been adopted by QSRs, digital-first brands like Wayfair and Tubi and even agencies looking to engage customers — existing and potential — who have new priorities.</p> <p>Even as the pandemic moves further into the rearview and the Gen Z cohort becomes a top priority for many marketers, rebranding as a key marketing strategy does not seem to be going anywhere. Recent examples are born out of marketers' need for agility and fluidity in their efforts and allow them to meet several different imperatives: investing in brand building after years of performance marketing; finding a holistic strategy across channels; and better using insights about consumer behavior changes.</p> <div class="hybrid-ad-wrapper"> <div class="hybrid-ad-inner-wrapper"> <div> <div data-container-ad-unit-id="/21662595662/marketingdive/marketingdivehybrid1-" id="dfp-ad-container-1"></div> <div id="dfp-hybrid1-"> <script> waitToLoadAds.push(function() { googletag.cmd.push(function() { // Full width templates don't need screen size based conditionals to display ads // because ads are displayed the same way on all screen sizes, but because of the way // our ad rendering is set up, we're adding the visibility here based on the // window.dfp_visibility instead of manually setting it view dfpAdContainerElm = document.getElementById('dfp-ad-container-1') dfpAdContainerElmAttribute = dfpAdContainerElm.getAttribute('data-container-ad-unit-id') dfpAdContainerElm.setAttribute("data-container-ad-unit-id", `${dfpAdContainerElmAttribute}${window.dfp_visibility}`) hybridAdElm = document.getElementById('dfp-hybrid1-') hybridAdElmAttribute = hybridAdElm.getAttribute('id') hybridAdElm.setAttribute("id", `${hybridAdElmAttribute}${window.dfp_visibility}`) googletag.display(`dfp-hybrid1-${window.dfp_visibility}`); googletag.pubads().addEventListener('slotRenderEnded', function (event) { var adUnitPath = '/21662595662/marketingdive/marketingdivehybrid1'; var onProformative = false; if (onProformative && event.slot.getAdUnitPath() === adUnitPath && !event.isEmpty ) { var adUnitPathWithVisibility = adUnitPath + '-desktop'; var selector = '.pf-comments__ad-wrapper [data-container-ad-unit-id="' + adUnitPathWithVisibility + '"]'; if (!$(selector).closest('.pf-comments__ad-wrapper').hasClass('borders')) { $(selector).closest('.pf-comments__ad-wrapper').addClass('borders') } } }); }); }); </script> </div> </div> </div> </div> <p>"It's never been more important for leaders to be looking at their brands as engines for growth, rather than the traditional way of thinking about the silos of identity and campaigns," said Lynne Field, head of strategy at FutureBrand, IPG’s branding and experience agency. "Every brand today is looking to stay modern, stay relevant, be agile and quickly adapt to consumer needs in this rapidly changing landscape where everything is being disrupted."</p> <p>Performance marketing continues to be a sizable fraction of budgets as marketers seek out the short-term wins and easily identifiable ROI that the tactic can deliver. But for some leaders, the performance marketing well is dry — there is no room for growth with the brand's existing customers — or their brand is not cemented strongly enough with consumers to be differentiated on anything other than price. As the pendulum swings from performance marketing back to brand-building activities, 36% of marketers worldwide are planning to increase their investment in brand marketing this year, <a href="https://www.emarketer.com/content/more-than-third-of-marketers-will-increase-their-brand-marketing-investments-this-year">per eMarketer</a>.</p> <p>"There's a desire to get back in touch with the consumer," said Chris Ertel, director of creative strategy at branding agency BrandOpus. "Either [marketers] realize that they don't know them all that well, or they got the insight wrong: 'I don't even really know who I'm selling to anymore because the world has changed, or because I've been focused on who I can get on Facebook versus who actually buys my stuff.'"</p> <figure class="inside_story"> <div class="break-grid-medium figure_content"> <div><img alt="Manischewitz rebrand on shelves" data-imagemodel="161844" src="https://imgproxy.divecdn.com/9LyDi605EFuDjgpP4RyX_CKLVT0yJAWTjhKROAmPo6E/g:ce/rs:fit:1600:0/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS8xMV9NQU5JWl9TVElMTFNfU0hPUFBFUi5qcGc=.webp"/></div> </div> <figcaption class="inside_story_caption"> <div class="caption_text">Manischewitz put forth one of the year's most striking efforts, making over the 130-year-old brand to reach beyond the kosher aisle.</div> <div class="source_text">Courtesy of Manischewitz</div> <div class="clearfix"> </div> </figcaption> </figure> <h3 class="standard-heading">The pendulum swing</h3> <p>Brand building activities make brands less reliant on short-term performance marketing that can lead to declines in base sales if it is relied on too heavily, according to an analysis of more than 14,000 brands in Kantar's Blueprint For Brand Growth report. The report notes four factors that can increase consumer predisposition to brands: perceptions of a strong consumer experience, function or performance; design or breadth of offering; convenience; and great advertising. Brand building remains the foundation for all growth, said Jane Ostler, executive vice president of global thought leadership at Kantar. </p> <div class="hybrid-ad-wrapper"> <div class="hybrid-ad-inner-wrapper"> <div> <div data-container-ad-unit-id="/21662595662/marketingdive/marketingdivehybrid2-" id="dfp-ad-container-2"></div> <div id="dfp-hybrid2-"> <script> waitToLoadAds.push(function() { googletag.cmd.push(function() { // Full width templates don't need screen size based conditionals to display ads // because ads are displayed the same way on all screen sizes, but because of the way // our ad rendering is set up, we're adding the visibility here based on the // window.dfp_visibility instead of manually setting it view dfpAdContainerElm = document.getElementById('dfp-ad-container-2') dfpAdContainerElmAttribute = dfpAdContainerElm.getAttribute('data-container-ad-unit-id') dfpAdContainerElm.setAttribute("data-container-ad-unit-id", `${dfpAdContainerElmAttribute}${window.dfp_visibility}`) hybridAdElm = document.getElementById('dfp-hybrid2-') hybridAdElmAttribute = hybridAdElm.getAttribute('id') hybridAdElm.setAttribute("id", `${hybridAdElmAttribute}${window.dfp_visibility}`) googletag.display(`dfp-hybrid2-${window.dfp_visibility}`); googletag.pubads().addEventListener('slotRenderEnded', function (event) { var adUnitPath = '/21662595662/marketingdive/marketingdivehybrid2'; var onProformative = false; if (onProformative && event.slot.getAdUnitPath() === adUnitPath && !event.isEmpty ) { var adUnitPathWithVisibility = adUnitPath + '-desktop'; var selector = '.pf-comments__ad-wrapper [data-container-ad-unit-id="' + adUnitPathWithVisibility + '"]'; if (!$(selector).closest('.pf-comments__ad-wrapper').hasClass('borders')) { $(selector).closest('.pf-comments__ad-wrapper').addClass('borders') } } }); }); }); </script> </div> </div> </div> </div> <p>"Some brands either have neglected that because they've never done it to start with — they've been perhaps over reliant on performance marketing — and then there are other brands that maybe did brand marketing 8 to 10 to 15 years ago and are realizing that they don't have that much equity in their brand," Ostler said. "The perceptions of their brand just don't exist — they're just a name on a website somewhere."</p> <p>To be more than a name on a website, marketers are embracing rebrands to build up brands whose needs are evolving — but not all such efforts are created equally. Direct-to-consumer brands have increasingly made the jump to brick-and-mortar, requiring a different look-and-feel or a better, insight-driven brand story. Meanwhile, legacy brands need to apply a finer, more modern filter to their brand story or work to find new audiences with an extension — not a total overhaul that endangers equity.</p> <p>"Brand marketers at these large CPG companies have a tough gig,” said Jason Cieslak, president for Pacific Rim at brand experience firm Siegel+Gale. “Their entire existence is to grind out a small market share in a relatively fixed market, so many of them are looking for extension opportunities where they can be relevant in a category where the brand has some degree of understanding, awareness and affinity. </p> <p>"Design is the best way to communicate. There are recognizable brand symbols that customers can identify with, and oftentimes that gives that brand a good chance at being successful in an adjacent category," the executive continued.</p> <figure class="inside_story"> <div class="break-grid-medium figure_content"> <div><img alt="Mio before and after rebrand" data-imagemodel="161845" src="https://imgproxy.divecdn.com/2mn9QCyYNH4Au2tXxrwV_rMs8RukYHxD7OTjVyf4tmQ/g:ce/rs:fit:1600:0/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9taW8tcHItYXNzZXRzLXN0YXRpYy0xNng5LXN0ZC1ib3R0bGVzXzEuanBn.webp"/></div> </div> <figcaption class="inside_story_caption"> <div class="caption_text">For Kraft Heinz's Mio, BrandOpus focused on the liquid concentrate product's core proposition around customization.</div> <div class="source_text">Courtesy of Mio</div> <div class="clearfix"> </div> </figcaption> </figure> <h3 class="standard-heading"><strong>The design aperture</strong></h3> <p>In a crowded category, a rebrand can be driven by insights rather than a creative concept. For Kraft Heinz's Mio, BrandOpus focused on the liquid concentrate product's core proposition around customization, laddering up to find ways for the brand to be integrated throughout a customer's day as part of a "Wellness on your wavelength" platform.</p> <p>"Once you have that unlock, you can start to think about the assets that need to be developed to let you bring that to life, and then you can get the metaphor from there," said BrandOpus' Ertel.</p><div id="full-width-inline-signup"></div> <p>Design can also do the heavy lifting of a rebrand aimed at new markets. Manischewitz put forth one of the year's <a href="https://www.marketingdive.com/news/manischewitz-rebrands-kosher-packaged-foods-marketing-passover/711468/">most striking efforts</a>, making over the 130-year-old brand to reach beyond the kosher aisle and engage with younger, more diverse customers. For agency Jones Knowles Ritchie, rebrands like the ones it crafted for Manischewitz and Impossible Foods help <a href="https://www.marketingdive.com/news/JKR-design-agency-CPG-rebrands-Impossible-Foods-Manischewitz/713058/">future-proof brands</a> and articulate their purpose, group strategy director Hayley Burnham previously told Marketing Dive.</p> <p>"When you look at brands that go from a real specific niche, suddenly they can show up in broader context in broader ways," Siegel+Gale’s Cieslak said. "You realize that some CEO somewhere said, 'What are we doing with this brand? Somebody better step in here and figure out what to do with it.'"</p> <p>Marketers are increasingly asking branding agencies not just to work on core brand assets, like packaging, but a whole ecosystem of brand elements that spans retail, digital, social and public relation channels. For budget-conscious marketers, these wide-ranging efforts are easier to justify as providing overall value for a brand than more limited design work.</p> <p>"The utility of this endeavor makes the investment a little bit easier to swallow," said Ertel. "We're finally getting to that holistic campaign that we used to talk a lot about but never actually got to do."</p> <figure class="inside_story"> <div class="break-grid-medium figure_content"> <div><img alt="Impossible Foods rebrand" data-imagemodel="161846" src="https://imgproxy.divecdn.com/Xm2nRN1i-Hpjycr6_DElW03kkzfzgXUZVtO2-vswP5c/g:ce/rs:fit:1600:0/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS8wOV9JTVBPU1NJQkxFX1NUSUxMU19LT1BfVmlvbGF0b3JzXzAyLmpwZWc=.webp"/></div> </div> <figcaption class="inside_story_caption"> <div class="caption_text">Impossible’s in-house marketing and creative teams worked with branding agency Jones Knowles Ritchie on its refresh.</div> <div class="source_text">Courtesy of Impossible Foods</div> <div class="clearfix"> </div> </figcaption> </figure> <h3 class="standard-heading"><strong>Treading carefully</strong></h3> <p>Marketers considering how to refresh their brands should consider how the landscape has changed in recent years. Historically, core brand identity elements were seen as fixed, while creative campaigns were a flexible tool that brands could use to stay relevant. Today, the strongest marketers use brand identity and creative campaigns to deliver purpose and experience.</p><section class="storylines-carousel-wrapper" id="full-width-carousel"></section> <p>"They're looking at brand identity as another tool in the toolbox that can also flex when needed to drive or create relevance, a deeper emotional bond and love for the brand," said FutureBrand's Field.</p> <p>Still, marketers must tread carefully when changing core parts of their brand identities. For almost a decade, traditional brands looked at tech companies for design cues, pushing their designs toward a minimalism that erased identity and equity. That trend could be on the decline, as maximalism has driven a successful <a href="https://www.marketingdive.com/news/pepsi-embraces-maximalism-for-first-visual-overhaul-in-14-years/646183/">rebrand by Pepsi</a> and campaigns by brands like <a href="https://www.marketingdive.com/news/skittles-littles-nyc-micro-apartment-maximalist-gen-z-rebrand/714887/">Mars' Skittles</a>. Marketers must also be clear on whether they're looking to rebrand their offerings for a new audience or simply redesigning them, as if adding a thin top coat of paint.</p> <p>"Oftentimes, a packaging redesign is celebrated as a rebrand, but the product has no inherent differences, it hasn't entered into a new market, it's just been refreshed to make it look more contemporary," said Siegel+Gale's Cieslak. "This industry likes to talk about real design work as branding work, but it's not always the same."</p> <p>Despite the hazy distinctions between rebrands, refreshes, repositionings and redesigns, marketers are still committed to a strategy that can help brands emerge stronger as the pendulum swings back from years of performance marketing to brand building fundamentals.</p> <p>"There's clearly still some long-term changes that we're going to be experiencing, but in general, people are going back into the office, people are comfortable going back out in the world," Cieslak said. "A lot of brands are starting to think a little bit differently about how they show up in the world."</p> </div> </div> </div> </div> <div class="full-width__article-footer "> <div class="credits-section"> <h3 class="uppercase-heading-01 uppercase-heading-01--loud credits-section__header">Credits</h3> <div class="author-credits"> <div class="author-row-credits"> <a href="/editors/ckelly/"><img class="author-img-round analytics t-article-byline-author" src="https://d1b6lhn2ymmy1x.cloudfront.net/journalist-headshots/marketing/kelly-chris-circle-150x150.png" alt="Chris Kelly's headshot" height="128" width="128"></a> <div class="author-name-title-credits"> <div class="author-name-credits"> <a rel="author" href="/editors/ckelly/" class="analytics t-article-byline-author">Chris Kelly</a> </div> <span class="secondary-label">Senior Reporter</span> </div> </div> </div> </div> <div class="full-width__post-article-wrapper"> <ul class="social-button-list"> <li> <a href="http://www.linkedin.com/shareArticle?mini=true&url=https%3A//www.marketingdive.com/news/companies-rebranding-in-2024/719804/&title=Why%20marketers%20keep%20refreshing%20brands%20instead%20of%20betting%20on%20splashy%20ads" class="social-button analytics t-article-end-social-linkedin" title="Post"> <img src="/static/img/social_icons/article_page/linkedin.svg?092716141024" alt="Post to LinkedIn"> </a> </li> <li> <a href="https://www.facebook.com/sharer/sharer.php?u=https%3A//www.marketingdive.com/news/companies-rebranding-in-2024/719804/" class="social-button analytics t-article-end-social-facebook" title="Share"> <img src="/static/img/social_icons/article_page/facebook.svg?440116200824" alt="Share on Facebook"> </a> </li> <li> <a href="https://twitter.com/intent/tweet?text=Why%20marketers%20keep%20refreshing%20brands%20instead%20of%20betting%20on%20splashy%20ads%20https%3A//www.marketingdive.com/news/companies-rebranding-in-2024/719804/%20via%20@marketingdive" class="social-button analytics t-article-end-social-twitter" title="Post"> <img src="/static/img/social_icons/article_page/x.svg?092716141024" alt="Post to X"> </a> </li> <li> <a href="javascript:window.print()" class="social-button js-social-button-print" title="Print"> <img src="/static/img/social_icons/article_page/print.svg?440116200824" alt="Print this page"> </a> </li> <li> <a href="/cdn-cgi/l/email-protection#c0ff93b5a2aaa5a3b4fd97a8b9e5f2f0ada1b2aba5b4a5b2b3e5f2f0aba5a5b0e5f2f0b2a5a6b2a5b3a8a9aea7e5f2f0a2b2a1aea4b3e5f2f0a9aeb3b4a5a1a4e5f2f0afa6e5f2f0a2a5b4b4a9aea7e5f2f0afaee5f2f0b3b0aca1b3a8b9e5f2f0a1a4b3e6a1adb0fb82afa4b9fda8b4b4b0b3e5f381efefb7b7b7eeada1b2aba5b4a9aea7a4a9b6a5eea3afadefaea5b7b3efa3afadb0a1aea9a5b3edb2a5a2b2a1aea4a9aea7eda9aeedf2f0f2f4eff7f1f9f8f0f4ef" class="social-button analytics t-article-end-social-email" title="Email"> <img src="/static/img/social_icons/article_page/email.svg?092716141024" alt="Email this page"> </a> </li> <li class="article-licensing-item"> <a href="/selfservice/article-licensing/submit/?newspostUrl=https://www.marketingdive.com/news/companies-rebranding-in-2024/719804/" class="article-licensing-button js-social-button-license analytics t-article-end-social-licensing" title="License"> <img src="/static/img/social_icons/article_page/cart.svg?092716141024" alt="License this article"> <span class="social-button__text">purchase licensing rights</span> </a> </li> </ul> <div class="post-article-topics"> <div> <span>Filed Under:</span> <span><a class="topic analytics t-article-end-topic" href="/topic/brand-strategy/">Brand Strategy, </a></span> <span><a class="topic analytics t-article-end-topic" href="/topic/creative/">Creative</a></span> </div> </div> </div> </div> </article> <div style="display: none;" id="inline-signup-html"> <div class="inline-signup"> <p class="inline-signup__copy">Keep up with the story. 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