Repositioning in marketing at Sonos: the repair came first, and the campaign followed
Repositioning in marketing only works once the product has earned it. Sonos fixed its app first, then traded specs for feel. Here is a five-question test.
The CMS ACCESS model just added four tracks, and your claims need a scorecard
The CMS ACCESS model adds four Medicare tracks from spring 2027 and pays for measured outcomes. Five claim rules for DTx and remote monitoring growth teams.
Vaseline let the crowd rename it. Regulated brands cannot, and can still learn
A creator said Baseline, two million watched, and Vaseline changed its logo. The viral marketing lesson for regulated brands is not speed. It is permission.
TikTok just proved tiktok music marketing beats a label meeting
TikTok music marketing just got a second season of Music on Stage, and last year’s winner outgrew ten years of cold pitching in three months. Five foxy moves.
TikTok doubled the length. Europe started counting the labels
TikTok Symphony now makes 30-second video from 50 references. Five sharp rules for AI generated ads as the EU transparency duties start to apply in earnest.
The quiet number in this year’s holiday marketing strategy survey
A holiday marketing strategy for 2026 needs the quiet number: stated CTV intent doubled to 45%, brand experiences fell to 41%, social commerce narrowed.
Nobody set a deadline for Apple’s new App Store assets
Apple’s new App Store assets arrive this autumn with no deadline and no new ad slots. The buried change is Asset Library, and it moves who owns creative.
The ad was fine. The page it led to was the breach
The ASA ruled that a linked landing page was paid ad space. Five brand safety moves that stop a funnel destination breaching rules you assumed it sidestepped.
The regulator read your as seen in strip as a promise
Two ASA rulings on one day banned a press-logo strip and a buried disclaimer. Five lessons on social proof marketing, testimonials and where qualifications sit.