Through a Marketing Lens — by Katie Windfeldt

Everyone always says something is “on brand,” but what does that actually mean? From a marketing lens, being on brand is when every part of a campaign aligns with a brand’s identity, from its tone, visuals, personality, and audience experiences. Specifically, Harvard Business School defines brand identity as the expression…

March Madness just wrapped up with Michigan and UCLA taking home the men’s and women’s national championships, and while most people focus on the games themselves, I can’t help but notice the marketing behind it all. Sports marketing might be one of the highest forms of marketing consumers see today.…

I have always had an eye for interior design, so blending that passion with my marketing lens made it impossible not to notice the impeccable essence of the Fontainebleau hotel in Las Vegas. Walking through the space this past weekend, it was clear that every detail was intentional and deeply…

Every April Fools’ Day, brands lean into outrageous, fun, and slightly believable campaigns designed to catch consumers off guard, and every year I get excited to see what brands will do next. Because so many people forget what day it is, these campaigns often spark real excitement before the realization…

Social media influencer and content creator Alix Earle first gained popularity on TikTok through her “get ready with me” videos, relatability, and unfiltered honesty, but let’s be real, her success has skyrocketed way beyond that. Since then, she’s grown to over 14 million followers, has a Netflix reality series in…

Growing up in a digital-first world, I feel like I’ve had a front row seat to watch the rise of influencer marketing. From watching YouTubers casually share their favorite products to now seeing influencers earn thousands of dollars for a single TikTok or Instagram post, the shift has been fascinating…

As a consumer with a marketing eye, paying attention to product packaging rebrands and how brands choose to reposition themselves in a market is one of my favorite things to watch out for. For years, Tree Hut has been a recognizable name in the body care aisle, particularly known for…

In recent years, jingles have slowly turned into a relic of old-school advertising. Brands have moved toward more cinematic commercials, influencer partnerships, and polished storytelling, leaving the catchy one-liners that once defined marketing behind. Personally, I couldn’t tell you the last time I heard, or remembered, a catchy jingle that…

Today, Taco Bell did something that most fast-food chains have never attempted before, turning a menu reveal into a full-scale entertainment event. The brand’s third annual Live Más® LIVE streamed exclusively on Peacock from the Hollywood Palladium, featuring appearances from celebrities like Lil Jon, Demi Lovato, Fernando Mendoza, Doja Cat,…