Hello Marketers!
We made it through the Super Bowl! It’s over! Hurrah! Please don’t talk to me about the Big Game—a truly boring one, by the way—until next year unless you’re going to give us the results as well as the hows and whys behind what your campaign and what it did for your brand.
It was a busy week! I’m excited to tell you that remarkably, just days after Super Bowl madness, Adweek hosted Brandweek: Challenger Brands in New York City at the Grand Hyatt. The two-day summit featured marketers from direct-to-consumer brands like Away, Harry’s and Allbirds to established brands that challenged consumers’ perception of them like IHOP and Levi's.
There we unveiled the latest edition of Brandweek the magazine, a quarterly publication that you’ll be seeing more of in the coming months, with our cover star Casper CMO Jeff Brooks. Brooks showcased the new Casper Glow, a sleep light that’s part of the company’s push to own all things sleep, on stage with editorial director Jim Cooper. How do you take a brand known for mattresses and make it a brand known anything and everything to do with sleep? Read more here to find out.
We’ll be rolling out stories and videos with insights from the dozens of marketers who spoke at Brandweek: Challenger Brands over the next couple of weeks so please check back to read more but I’ll leave you with one nugget from the event: There was more than one brand that is so beloved people will tattoo its logo on their bodies (Peloton and &Pizza, respectively).
Another bit of business, as I mentioned in last week’s newsletter, Adweek acquired Nadine Dietz’s Marketer Moves. If you’re getting this email, then you know that our brand marketing team loves a good rebrand story and here’s an in-house one: Marketer Moves is getting a makeover and will now be known as Behind the Brand. You can now read stories and listen to podcasts from Behind the Brand here: https://www.adweek.com/behind-the-brand/
Quote of the Week: “You don’t wake up and say, ‘Man, I really want to start an incredibly complicated company,'” Peloton cofounder Tom Cortese said on stage at Brandweek: Challenger Brands. “If I could have woken up in a dorm room somewhere and written six lines of code and made a great company, I would have much preferred that to happen.”
Say What? Jeff Bezos put the National Enquirer on blast last night in a truly enlightening and surprising note. Read more about that here from reporter Sara Jerde.
Thanks for reading!
Have a great week,
Kristina Monllos
Senior Editor, Brand Marketing
