Brand Tracker

Welcome to the automated Brand Tracker diaries.

Japan

The penetration into ‘the living room’: Co-creation starting from ‘affection’… Learning from Mrs. GREEN APPLE about how to build future connections and relationships between brands and consumers.

Brand: Mrs. GREEN APPLE

Campaign: Project-MGA

Source: https://www.advertimes.com/20261013/article560404/

Goal: To expand the reach and activities of Mrs. GREEN APPLE globally.

Media: Media roundtable events

Summary: Universal Music held a media roundtable on October 9 to discuss the thoughts and business structure supporting Mrs. GREEN APPLE. Unlike typical promotional events for new music, this gathering aimed to highlight broader entertainment possibilities and the future vision for the artist. The Project-MGA team, established in collaboration with Mrs. GREEN APPLE, focuses on innovative approaches to music and entertainment, marking a new phase for the artist.

Japan

From ‘Being Mentioned’ to ‘Being Accurately Represented’: Daiko’s Approach to Communicating Brand Value in the AI Era

Brand: Daiko

Campaign: AI Value Communication

Source: https://www.advertimes.com/20261005/article558732/

Goal: Redesign brand communication for the AI era

Claim: Understanding brand value through AI

Media: Digital platforms, AI tools

Summary: As generative AI becomes widespread, consumer behavior and information search are changing. Daiko and Daiko WEDO have recognized that traditional methods like SEO are insufficient for conveying true brand value in the AI era. They propose a new AIO (AI Optimization) service designed to ensure AI accurately interprets and communicates brand value and context, addressing the rising concern over diminishing website traffic and the superficiality of current AI mentions.

AI communication brand strategy digital marketing

Canada

Special Olympics Canada makes joy its new brand currency

Brand: Special Olympics Canada

Campaign: Joy is Gold

Source: https://strategyonline.ca/2026/09/28/special-olympics-joy-is-gold/

Goal: Broaden understanding of the organization's impact

Summary: Special Olympics Canada is launching a new brand platform named 'Joy is Gold' designed to enhance Canadians' understanding of the organization and its impact beyond sports.

brand strategy special olympics

France

Forecast (Bronson Group) Launches People Brand Strategy, a New Expertise Dedicated to Public Figures

Brand: Bronson Group

Campaign: People Brand Strategy

Source: https://www.strategies.fr/actualites/agences/LQ6565317C/forecast-bronson-group-lance-people-brand-strategy-une-nouvelle-expertise-dediee-aux-figures-publiques.html

Goal: To provide specialized expertise for public figures

Summary: Bronson Group launches the People Brand Strategy, a new expertise dedicated to public figures, focusing on enhancing their brand management and public image.

brand strategy public figure branding

Global

KFC names first global chief brand officer amid identity overhaul

Brand: KFC

Campaign: Brand Overhaul and Modernization

Source: https://www.marketingdive.com/news/kfc-names-first-global-chief-brand-officer-amid-identity-overhaul/829675/

Goal: To refresh KFC's brand identity and menu offerings

Summary: KFC has appointed Amy Ellis Durini as its first global chief brand officer to oversee a brand overhaul, focusing on modernizing its positioning and experiences, along with menu enhancements. This move comes along with a new global brand identity aimed at improving customer engagement and driving demand, particularly as competition increases in the fast-food sector.

brand strategy global marketing menu innovation

Boots urges people to ‘give it some’ in new brand platform

Brand: Boots

Campaign: give it some

Source: https://www.campaignlive.co.uk/article/boots-urges-people-to-give-it-some-in-new-brand-platform/4m31nehr082ja4d9b1kmb77p5x

Summary: Boots has launched a new brand platform titled 'give it some', developed by the agency WPP.

advertising brand strategy

Global

Podcast: Etihad’s Ruaraidh Smeaton on building a brand that goes ‘Beyond Borders’

Brand: Etihad

Campaign: Beyond Borders

Source: https://campaignme.com/podcast-etihads-ruaraidh-smeaton-on-building-a-brand-that-goes-beyond-borders/

Goal: To build a distinctive brand identity and enhance customer experience.

Claim: Beyond Borders

Media: social content, creative campaigns

Summary: Ruaraidh Smeaton, Director of Brand at Etihad, discusses the airline's first major brand campaign in a decade, 'Beyond Borders', which serves as a strategic framework for growth and customer experience. The campaign emphasizes brand consistency across various touchpoints and highlights the importance of aligning with customer relevance, market distinction, and operational credibility.

airline marketing brand strategy customer experience

Sweden

Children’s Diabetes Foundation Launches New Brand Strategy

Brand: Barndiabetesfonden

Campaign: New Brand Strategy

Source: https://www.resume.se/marknadsforing/kampanj/barndiabetesfonden-gor-om-slapper-visionar-film/

Goal: To raise awareness and funds for type 1 diabetes research.

Claim: A future free from type 1 diabetes.

Media: Campaign film

Summary: Barndiabetesfonden is launching a new brand strategy and campaign film aimed at raising awareness and funds for type 1 diabetes research, with a vision of a future free from the disease. The organization highlights the importance of continued research and resources to achieve this goal, emphasizing the increased progress in finding a cure.

awareness campaign brand strategy type 1 diabetes

Belgium

Payconiq imposes its style (of payment) with Mikado

Brand: Payconiq

Campaign: null

Source: https://www.adada.lu/2021/12/payconiq-impose-son-style-de-paiement-avec-mikado/

Goal: To promote a style of payment

Summary: The article discusses Payconiq's efforts to establish its payment style in the market through the agency Mikado.

brand strategy marketing payment

Germany

Multi-stage Pitch: Mainova Stays with Dunkelgrün

Brand: Mainova

Campaign: Dark Green

Source: https://www.horizont.net/agenturen/nachrichten/mehrstufiger-pitch-mainova-bleibt-bei-dunkelgruen-235431

Goal: Maintain brand positioning

Summary: Mainova has decided to continue its partnership with the agency Dunkelgrün after a multi-stage pitch process. This decision reflects the company's commitment to its brand strategy and values.

agency partnership brand strategy

Ireland

Gary Boylan Appointed as Creative Partner with Havas Dublin

Brand: Birra Moretti

Campaign: Home of Life’s Simple Pleasures

Source: https://www.adworld.ie/2026/08/07/gary-boylan-appointed-as-creative-partner-with-havas-dublin/

Goal: To deliver exceptional creative work that drives measurable business impact for clients.

Claim: Home of Life’s Simple Pleasures

Summary: Havas Dublin has appointed Gary Boylan as a creative partner to strengthen the agency’s creative leadership. Boylan will lead the creative department alongside Adrian Fitz-Simon and is recognized for his role in creating impactful campaigns, notably for Birra Moretti. He aims to enhance the agency's creative output and brand strategies to achieve meaningful results for clients.

advertising brand strategy creative leadership

Global

Havaianas with Heels: The Beach Sandal That Just Rewrote the Rules of Accessible Luxury

Brand: Havaianas

Campaign: Taking New Heights

Source: https://infonegocios.biz/infomiami/havaianas-con-tacon-la-sandalia-de-playa-que-acaba-de-reescribir-las-reglas-del-lujo-accesible-lanzamiento-summer-2

Goal: Reinvent brand identity within its original category

Claim: Taking New Heights

Summary: Havaianas has launched its first heeled sandal, the Kitten Heel, demonstrating its ability to stretch its brand identity without losing credibility. This move follows years of building its presence in the Scandinavian street style scene, leveraging cultural relevance to execute this disruptive transformation. The design merges casual beach elements with sophisticated runway aesthetics, showcasing a sophisticated brand stretch.

brand strategy fashion innovation product design

Global

Kate Spade focused on ‘reigniting the magic’ with new chief marketer

Brand: Kate Spade

Campaign: Reigniting the Magic

Source: https://www.marketingdive.com/news/kate-spade-names-chief-marketing-officer-allison-badea/825558/

Goal: To re-enchant consumers with optimism and connection

Claim: Joy isn’t just an indulgence — it’s essentially human

Summary: Kate Spade has appointed Allison Badea, a former L’Oréal executive, as its new chief marketing officer as the brand aims to rejuvenate its sales which have been in decline. Badea emphasizes the brand's commitment to joy and is eager to reconnect with consumers seeking optimism in today's world. The company has faced challenges compared to other brands owned by Tapestry, but is focused on reigniting the magic of Kate Spade.

brand strategy fashion leadership marketing

Global

Archetype strengthens APAC leadership team to accelerate AI visibility consulting push

Brand: Archetype

Campaign: VISTA

Source: https://www.marketing-interactive.com/archetype-strengthens-apac-leadership-team-to-accelerate-ai-visibility-consulting-push

Goal: To improve brands' visibility across AI-powered discovery platforms.

Summary: Archetype APAC has expanded its leadership team to enhance its VISTA consulting framework, aimed at helping brands enhance their visibility in an AI-driven market. The framework combines strategy, communications, and technology to aid clients in adapting their communications for a landscape increasingly influenced by generative AI tools.

AI consulting brand strategy visibility

Switzerland

FRZ Zurich Airport Region: The New Language of Strong Brands – Media Partner

Brand: Porsche

Campaign: Porsche. There is no substitute

Source: https://www.persoenlich.com/mediapartner/die-neue-sprache-starker-marken

Goal: To communicate the brand's purpose and connect local and global messaging

Claim: Porsche. There is no substitute

Summary: The article discusses current trends in branding, emphasizing that brands are now focusing more on their understanding of the world and customer experience rather than only their product offerings. It highlights how claims are being integrated into overall corporate strategy and purpose-driven messaging, including examples from various brands like Porsche, which utilizes a global purpose claim adapted to local contexts.

brand strategy integrated messaging purpose-driven marketing