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Blog Advertising
The state of creative effectiveness today: Research, trends and insights
October 12, 2026
Understanding creative effectiveness requires more than looking at a single campaign or a single year's trends. It means looking at how consumers respond to advertising over time. Zappi has been ...
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Blog Advertising
The cost of controversial brand campaigns of 2025
February 19, 2026
All press is NOT good press. Take Cracker Barrel’s 2025 logo update. Loyal customers flooded social media with reactions like, “Listen to your customers and stop ruining a good thing. ❤️ The new look ...
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Blog Brand
Why QSR analysts need always-on brand intelligence
November 5, 2025
QSR analysts face one of the fastest-moving marketing cycles in any category—where loyalty can rise or fall with a single offer or social trend. Such social trends are impossible to predict, too. For ...
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Blog Brand
How CMOs protect and grow brand equity with predictive clarity
November 4, 2025
CMOs don’t just need more data — they need faster clarity. Margins are thin, loyalty is fragile and retail decisions move faster than you can build a report. But most brand tracking still runs on a ...
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Blog Brand
How brand analysts can track and support CPG brand health in a skeptical market
October 30, 2025
In September, U.S. inflation hit 3% for the first time since January. To deal with rising costs, consumers are cutting their spending across CPG categories and trading their branded products for ...
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Blog Brand
Mascots that built empires: What iconic characters reveal about enduring brand strategy
June 4, 2025
Mascots give brands a way to communicate and connect with audiences. They’re far more than just playful characters — they’re memory shortcuts, emotional anchors and vessels of brand consistency. But ...
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Blog Brand
Brand affinity: Why customers love (and stick with) top brands
April 24, 2025
Some brands don’t just have customers. They inspire devotion. Take Nike’s “Dream Crazy” campaign featuring Colin Kaepernick. When the NFL quarterback took a knee during the national anthem to protest ...
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Blog Brand
They hated it, you bought it: 00s rebrands
April 15, 2025
The 2000s. Enter: End-of-the-world conspiracy theories, the widespread adoption of high-speed internet and the iconic Y2K aesthetic. And with the end of the nineties also came the rise of some of the ...
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Blog Brand
Your complete marketing guide to brand strength analysis
January 22, 2025
What do the Nike swoosh, Apple logo and the infamous Golden Arches all have in common? They each have a familiar image most of the world’s population recognizes at a glance. The Golden Arches stand ...
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Blog Advertising
Your guide to brand and ad tracking software (and why it matters)
December 20, 2024
Ad tracking software was an estimated 845.33 billion USD business in 2023. It’s not surprising because they help you make the smartest decisions with your marketing resources. Some ad tracking ...
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