branding

2023 Marketing Trends: To Be or Not to Be?

2023 Marketing Trends: To Be or Not to Be?

BY MEL DUNN
Each year, marketers report adopting new tactics and techniques to achieve their goals. Keeping up with the latest trends is one way to stay ahead of your competitors—80% of marketers agree that the art of marketing has changed more in the past three years than in the previous 50 years. Let that sink in. If you’re still doing the same things you did a few years ago, it’s time to revisit your overall program and see what’s missing.

We’ve reviewed what’s happening out there and want to highlight four trends we recommend exploring in 2023.   

Renaming Your Business is a Big Deal: Five Reasons to Go for It

Renaming Your Business is a Big Deal: Five Reasons to Go for It

We’ve all heard (read: rolled our eyes at) an over-the-top quote about inspiring “change” in our lives, but deep down we know that change can be good, and sometimes even necessary. If your organization is considering a major brand change such as renaming, it’s important to do it the right way and for the right reasons.

The Brands that Won the Super Bowl

The Brands that Won the Super Bowl

Yes, we’re those people who watch the Super Bowl for the commercials. And as marketers, we can’t help but be Monday morning quarterbacks—evaluating, critiquing, and applauding this year’s crop of ads, or as we like to say, the most expensive 30 seconds of a brand’s life. 

Coming off the excitement of the halftime show, and a stunning come-from-behind win by the Chiefs, our team shuffled through the ads to pull which spots we liked, which puzzled us, and which simply let us down.

Away: Making the Case for Nurturing Workplace Culture

Away: Making the Case for Nurturing Workplace Culture

In December 2019, an article published by The Verge exposed a toxic work culture at Away. Employees reported verbal abuse, bullying, and other transgressions, all amplified by a grow-at-all-costs mentality.

Away is a direct-to-consumer travel brand best known for their crayon-colored, hard-shell suitcases, with prices starting at $225 and climbing quickly from there. Founded in 2015, Away has become a poster child for success, led by two female co-founders, and valued at $1.4 billion. 

Welcome to the Cove: Erin Eby, Brand Director

Welcome to the Cove: Erin Eby, Brand Director

As we dive into a new year, we’re excited to welcome a new team member. Erin Eby joins the Cove as Brand Director, bringing deep and wide experience in branding, art direction, storytelling, and marketing. Her travels have taken her around the globe, literally, offering expertise to companies of all shapes and sizes. Clients across a broad range of sectors have benefitted from her creative thinking, including healthcare, tech, and consumer packaged goods.

We chatted with Erin specifically about branding, how it supports marketing, and what she’s learned from her experience.

“A Coke is a Coke,” but is it worth $5M?

“A Coke is a Coke,” but is it worth $5M?

Each year, the Super Bowl draws more than 100 million viewers, making it not only the most watched sporting event in the U.S., but also the most watched broadcast on television, beating out beloved shows like This is Us and events, such as the Academy Awards. The unparalleled viewership numbers make it also one of the largest advertising stages for brands to “perform” on. But this year, one notable brand will be noticeably absent from the game.