Ford's Fathom Signals a New Era of Playful EV Naming
Ford spent nine months naming its electric pickup Fathom, reviving evocative nameplates as the industry splits between alphanumerics and familiar badges to normalize EVs.
Topic: branding
Staples Introduces a 'Hard Button' as Its B2B Push Grows
Staples pits a black Hard Button against its Easy Button in a full-funnel campaign pushing B2B services to an estimated 75% of Fortune 500 companies.
PepsiCo Launches First-Ever Brand Portfolio Campaign
PepsiCo has launched 'House of Brands', its first-ever portfolio campaign, after company data showed just 18% of consumers link it to brands beyond Pepsi.
The UPS Store Bets on First Brand Character Blu to Reach SMBs
The UPS Store launched its first brand character, Blu, on Aug. 31 after two years of testing, betting that mascot marketing can win over small-business owners in a B2B context.
Starbucks Says 'Back to Starbucks' Plan Restores Brand Soul
Starbucks' 'Back to Starbucks' plan lifted global comparable sales 7.9% last quarter. CBO Tressie Lieberman says the brand had 'lost a bit of soul' when she joined in 2024.
