DIMINISHED “AURA” WORRIES AMERICAN BRANDS TRADING AROUND THE WORLD

5. 9. 2025 American brands are accustomed to the glow of their native country around the world, but in a newly contentious international situation, brands are having to adapt to a more problematic political and cultural context. Why Brand USA matters US soft power remains, as it continues to top Brand Finance’s Global Soft Power Index, but there… Continue reading DIMINISHED “AURA” WORRIES AMERICAN BRANDS TRADING AROUND THE WORLD

L’ORÉAL UNCOVERS NEW INSIGHTS FOR EFFECTIVE BEAUTY ADS

3. 9. 2025 L’Oréal worked with Google and research partner Sundogs to analyse 5,000 YouTube ads and found that moving beyond category conventions can drive measurable gains: replacing product-led formats, for example, with richer, character-driven storytelling boosted engagement by 55%. The AI-driven analysis across seven markets highlighted the value of character-driven storytelling, contextually relevant casting, and emotional diversity.… Continue reading L’ORÉAL UNCOVERS NEW INSIGHTS FOR EFFECTIVE BEAUTY ADS

THE MOST VALUABLE FOOD BRAND IS NESTLÉ, NON-ALCOHOLIC COCA-COLA

20. 8. 2025 Brand Finance has compiled the latest brand value rankings for the food, soft drinks and dairy segments. The global value of the top 100 most valuable food brands in 2025 has reached USD 250.8 billion, according to Brand Finance’ s ranking. Nestlé remains the leader in food, Coca-Cola dominates beverages and China’s Yili retains the… Continue reading THE MOST VALUABLE FOOD BRAND IS NESTLÉ, NON-ALCOHOLIC COCA-COLA

SUPERMAN CAN BOOST A BRAND’S SUPERPOWERS. ALL IT TAKES IS TV ADVERTISING

31. 7. 2025 A new adaptation of Superman has hit theatres. Naturally, its premiere is accompanied by a wave of advertising campaigns. The iconic comic book hero offers a strong emotional impact and a universally understood symbol of good, which allows advertisers to increase brand visibility and associate their products with positive values. The history of Superman began… Continue reading SUPERMAN CAN BOOST A BRAND’S SUPERPOWERS. ALL IT TAKES IS TV ADVERTISING

WHEN FASHION SLOWS DOWN: HOW CAN BRANDS COMMUNICATE SUSTAINABILITY WITHOUT OVERUSING WORDS LIKE ‘ECO’ AND ‘GREEN’

25. 7. 2025 Slow fashion is no longer just a manufacturing philosophy – it is becoming a new language of fashion communication. Whereas seasonal trends once dominated advertising, today more and more brands are leaning towards a calmer, more thoughtful narrative. Instead of products, they present stories; instead of sales, they show manufacturing processes. Campaigns feature documentary aesthetics,… Continue reading WHEN FASHION SLOWS DOWN: HOW CAN BRANDS COMMUNICATE SUSTAINABILITY WITHOUT OVERUSING WORDS LIKE ‘ECO’ AND ‘GREEN’

WHAT DOES MARKETING SCIENCE ADVISE SMALL BRANDS TO DO, AND WHY SHOULD THEY STICK TO IT?

23. 7. 2025 You have a great product, there’s no doubt about that. People who try it come back to you. You have good reviews. But still, no one really knows you. How is that possible, and what can you do about it? This dilemma is faced by many smaller and emerging brands, writes Vojtěch Prokeš. They know… Continue reading WHAT DOES MARKETING SCIENCE ADVISE SMALL BRANDS TO DO, AND WHY SHOULD THEY STICK TO IT?

STUDY USA: MARKETERS ARE TERRIBLE AT JUDGING THE FAME AND UNIQUENESS OF THEIR BRAND ASSETS SAYS EBI RESEARCH

22. 7. 2025 Marketers risk significant blind spots if they use their intuition to judge their branding, but working as a group and deploying consumer research offers a way forward, according to new research from the Ehrenberg-Bass Institute. Why the research matters Brands are tools that become assets: they distinguish you from the competitors and communicate to new… Continue reading STUDY USA: MARKETERS ARE TERRIBLE AT JUDGING THE FAME AND UNIQUENESS OF THEIR BRAND ASSETS SAYS EBI RESEARCH

CZECHS LIKE BRAND MASCOTS, BUT THEY DON’T CONVINCE THEM TO BUY

11. 7. 2025 Brand mascots are generally liked by Czechs in advertisements, but they don’t usually convince them to buy, according to the results of a representative survey by MNForce. Brand mascots tend to have a positive effect on Czechs in advertising, but only a minority are willing to change their purchasing decisions because of them. According to… Continue reading CZECHS LIKE BRAND MASCOTS, BUT THEY DON’T CONVINCE THEM TO BUY

SUMMER-FLAVOURED TV ADS: THE MOST SPARKLING REFRESHMENT FOR THE HOTTEST DAYS

10. 7. 2025 Hot summers are perfect for advertising all kinds of drinks and other refreshments. What advertising strategies do the most famous brands choose, and which summer adverts are the most appealing? When a wave of summer heat sweeps across the land and the air shimmers with warmth, the blazing sun drives us to seek shade, cool… Continue reading SUMMER-FLAVOURED TV ADS: THE MOST SPARKLING REFRESHMENT FOR THE HOTTEST DAYS

BREATHTAKING ADVERTISING: DINOSAURS IN AD SPOTS INSPIRED BY JURASSIC WORLD

7. 7. 2025 Eager dinosaur fans have just witnessed the premiere of the new film Jurassic World: Rebirth. This event has once again stirred interest in one of the most iconic film franchises of all time. Jurassic Park is not only a phenomenon for dinosaur enthusiasts but also an endless source of inspiration for the advertising industry. This… Continue reading BREATHTAKING ADVERTISING: DINOSAURS IN AD SPOTS INSPIRED BY JURASSIC WORLD

PRODUCT PLACEMENT CAN TRULY BOOST THE BRAND

1. 7. 2025 Broadcasters and marketers are offering more and more opportunities for creative brand integration into their formats. This brings a range of benefits for all parties involved, as shown by the research. We are used to surprises on television—but no one expected a premiere like this: at the start of the eleventh season of the TV… Continue reading PRODUCT PLACEMENT CAN TRULY BOOST THE BRAND

WHY A BRAND’S CSR REPUTATION SHOULD DETERMINE ITS USE OF AI

30. 6. 2025 Researchers test the extent to which a brand’s reputation for social good balances out the negative associations of using AI-generated ads Easing AI-advertising aversion: how leadership for the greater good buffers negative response to AI-generated ads Give it to me in one sentence. Brands who commit to social good are less affected by the negative… Continue reading WHY A BRAND’S CSR REPUTATION SHOULD DETERMINE ITS USE OF AI

16 BRANDS ENTERED THE CZECH MARKET THIS YEAR, INCLUDING WOOLWORTH AND BLUKIDS

27. 6. 2025 In the first half of the year, 16 new brands entered the Czech market, dominated by fashion and gastronomy. In the first six months of this year, 16 new brands entered the Czech retail market. Most of them were in the fashion and gastronomy sectors. A total of 14 of them opened their stores in… Continue reading 16 BRANDS ENTERED THE CZECH MARKET THIS YEAR, INCLUDING WOOLWORTH AND BLUKIDS

SUMMER-FLAVOURED TV ADS — WHEN BRANDS RIDE THE WAVE OF VACATION VIBES AND CHILL

26. 6. 2025 The right product is not enough for summer success. You need to understand that people live very differently in the summer. They move outside, they watch media differently.

COMING UP LATER: THE EYEWATERING COST OF DULL MEDIA

13. 6. 2025 Dull ads cost companies millions of dollars to achieve the same effect – now, new research to be presented today at Cannes Lions by eatbigfish’s Adam Morgan and Dr. Karen Nelson-Field examines and quantifies the silent drain on our budgets caused by dull media formats. Why dull matters As Adam Morgan explained at last year’s… Continue reading COMING UP LATER: THE EYEWATERING COST OF DULL MEDIA

COMPANIES ARE BACKING OUT OF PRIDE SPONSORSHIP. INCLUSION IS BEING REPLACED BY FEAR OF POLITICAL CONSEQUENCES

8. 6. 2025 June, the month of LGBT+ celebrations, is much quieter than usual in the United States this year. A number of major brands have decided to withdraw or significantly reduce their sponsorship of Pride festivals and other events. The reason appears to be growing pressure from conservative politicians and fears of public backlash over diversity and… Continue reading COMPANIES ARE BACKING OUT OF PRIDE SPONSORSHIP. INCLUSION IS BEING REPLACED BY FEAR OF POLITICAL CONSEQUENCES

STUDY WARC: WHAT MARKETERS NEED TO KNOW ABOUT RAISING BRAND AWARENESS

30. 5. 2025 Brand awareness might be seen as a “fuzzy” metric – it doesn’t help that it’s often used as a proxy for “top-of-funnel” goals, for example – but it can be a valuable goal in itself and a success indicator for marketers, boosting both ROAS and sales. A new WARC Strategy report, What’s working in raising… Continue reading STUDY WARC: WHAT MARKETERS NEED TO KNOW ABOUT RAISING BRAND AWARENESS

THE STRONGEST FORCE IN MARKETING? CULTURE, SAYS MARCUS COLLINS

28. 5. 2025 Marcus Collins, author of For the Culture, introduced himself to the Prague audience. In his book, he argues that real cultural engagement is the most powerful tool for influencing human behaviour. Culture is the strongest external force influencing human behaviour. Brands need to understand this and work with it in their communication and campaigns. “Things… Continue reading THE STRONGEST FORCE IN MARKETING? CULTURE, SAYS MARCUS COLLINS