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Why ‘90s pop culture is back
Nostalgia for the 1990s is driving a pop culture resurgence, evident in TV reboots and nostalgia-driven marketing. Shows like the Baywatch reboot and Ryan Murphy’s Love Story capitalize on this sentiment. Pamela Anderson’s career revival exemplifies the trend, alongside revivals of iconic series like Melrose Place and the success of Mortal Kombat 2.
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In polarizing times, controversy sells
In today’s digital landscape, controversial celebrities like Sydney Sweeney and Demi Moore are redefining commercial success despite criticism. Brands leverage their polarizing images, driving sales and engagement. The Kardashian family’s reality TV empire exemplifies this trend, showcasing how public scrutiny can translate into lucrative business opportunities within the entertainment and fashion industries.
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Sydney Sweeney spotlights her SYRN lingerie brand at the Stagecoach music festival
Euphoria star Sydney Sweeney is building her SYRN lingerie empire whether we like it or not. Sweeney, who is a polarizing celebrity in these fractured cultural times, is a savvy marketer with an unwavering awareness of her personal brand. She is striking while the iron is hot. In addition to fronting campaigns for Armani Beauty,…
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Three ways to enhance how you show up in Google Gemini searches
Is Google Gemini talking about you? AI tools raised the stakes in online search and marketers, companies, and individuals must keep up to ensure they show up online the way they need. Here are three simple strategies for putting your best face forward in the new era of search: Algorithms are constantly evolving so what…
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How to own your brand storytelling in disruptive times
What is the lesson to be learned from QVC Group’s recent bankruptcy filing? If you snooze, you lose. In its heyday, QVC was an innovator with its addictive programming and perennially cheerful on-camera talent. Its blend of commerce and entertainment paved the way for the rise of the influencers who have disrupted marketing and, ironically,…
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How men’s underwear marketing has evolved
Men’s underwear marketing has evolved significantly from historical endorsements of athletes to modern campaigns embracing queer representation. Brands like SAXX and 2(X)IST utilize social media and diverse messaging strategies, featuring prominent figures such as Antoni Porowski to engage consumers. This shift highlights the industry’s adaptation to contemporary cultural dynamics.
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Marking 40 Years of Cancer Research
The Goal In 2016, I created and executed an integrated marketing communications campaign to mark the fortieth anniversary of the founding of the Samuel Waxman Cancer Research Foundation (SWCRF), a grant-making organization that funded research by leading cancer investigators nationwide. The Strategy I oversaw the development of a special anniversary edition of the SWCRF logo,…
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Jockey’s Great White Way
The Goal In 2001, Jockey International celebrated its 125th anniversary. In a competitive market where high-end designer brands such as 2Xist and Calvin Klein dominated editorial coverage, Jockey needed to make a strong statement to remind the fashion press about its wide range of functional — and stylish — men’s undergarments. The Strategy Playing off Jockey’s…
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The Pink Slip’s mentionable unmentionables
The Goal Pink Slip, the popular lingerie shop located in New York City’s Grand Central Station, made the transition to e-commerce after rising rents and dwindling foot traffic made a storefront business unsustainable during the economic downturn. The Strategy Having publicized several intimate apparel brands during my PR career, I saw the content possibilities in…
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Scoring for Pro Player
The Goal High-tech performance was a hot topic in the men’s underwear market when CBK/Knothe Apparel Group, a manufacturer of branded and private label apparel for men, secured the license for the Pro Player brand and was launching the collection exclusively at JCPenney stores nationwide. Knothe needed the rollout to be a quick success and…