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Taking Brand Building Off the Back Burner

In the last year, many companies focused on short-term sales in a bid for survival. Now, they must shift their marketing strategy towards a hybrid approach that re-prioritises telling a brand’s story.
Lululemon will broadcast its first television commercial as part of a broad, 360-degree brand marketing campaign. Courtesy.
Lululemon will broadcast its first television commercial as part of a broad, 360-degree brand marketing campaign. Courtesy.
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BoF PROFESSIONAL

Wrangler, the American denim brand, spent much of the first half of 2021 convincing customers to buy its products via the usual marketing tools, like advertising on social media, influencer campaigns and a collaboration with the surf retailer Billabong.

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