by | Wednesday, February 18, 2026 · 11:39 am

Lessons from Hotels and Hollywood on Value, Views, and the Global Consumer

Global marketing is never one-size-fits-all, and two very different industries – hospitality and film -are proving just how much strategy depends on understanding culture, value, and global consumer behavior.

Choice Hotels’ 2026 campaign leans hard into a universal theme: travelers everywhere want more value for their money. Featuring Keegan-Michael Key, the campaign highlights families, golfers, coworkers, and other segments all seeking different experiences across the company’s worldwide brand portfolio. In a global economy where travel budgets are tighter and travelers prioritize experiences over things, Choice positions itself as flexible, affordable, and culturally adaptable. This is a classic global marketing move: Tailoring the message to appeal to diverse motivations while anchoring the brand in a single, consistent value promise is a classic global marketing move.

On the other hand, Disney’s surprise box-office champion Zootopia 2 shows how global consumers shape business outcomes. While many Hollywood films have struggled in China, Zootopia 2 soared to over $624 million there thanks to culturally relevant characters, family-friendly storytelling, and years of local relationship building. Disney invested early with events, partnerships, and a Zootopia-themed land in Shanghai Disneyland. The result? Deep cultural resonance and massive demand even in tier-3 and tier-4 cities.

Together, these stories reveal a key marketing truth. Global success requires that marketers understand local motivations. Whether it’s a hotel guest stretching travel dollars or a Chinese family choosing a film that feels familiar, global marketing wins when brands meet consumers where they are economically, culturally, and emotionally.

Discussion Questions and Activities

  1. Why is “value” such a powerful motivator in today’s global economy?
  2. How did Disney adapt its strategy to succeed in a market where most Hollywood films are struggling?
  3. What challenges do global brands face when trying to appeal to many cultures with one campaign theme?
  4. How does the global consumer differ from a domestic consumer?
  5. Zootopia 2 Deep Dive. Watch video clips of this film or others. What role does cultural relevance play in global marketing success?
  6. Global Box Office Explorer. Using Comscore’s international box office database http://www.comscore.com/insights, student teams analyze the performance of one global film across three different countries by choosing from ten countries in the drop-down menu. Teams present insights on consumer preferences.
  7. Global Consumer Mapping. Compare how Choice Hotels and Disney adjust messaging for different regions. Identify at least three cultural or economic factors influencing each strategy.
  8. Market Adaptation Challenge. Choose a U.S. brand and redesign a marketing message for a new international market of your choice. Explain the required cultural adaptations.

Sources:

Graber, Jenna (21-Jan 2026) Choice Hotels hones in on value in latest global marketing campaign, Wall Street Journal; Fritz, Ben, Zhu Grace, Yueling, Zhao (25-Jan 2026), Disney’s Surprise Box-Office Champion is ‘Zootopia 2,’ Thanks to China, Wall Street Journal.

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by | Tuesday, February 10, 2026 · 11:24 am

Marketing That Rocks: B2B Brands Reinvent Influence with AI & Star Power

As you dive into the world of marketing, it’s easy to picture brands fighting for the attention of everyday consumers. But in B2B marketing where the customers are entire organizations, the rules look a little different. And right now, two big trends are shaking things up: brand-building as a long game and AI as both a power tool and a potential hazard.

In a recent industry study, B2B marketers reported a major shift for 2026. They are reporting bigger budgets and a stronger focus on brand awareness and content rather just chasing leads. Why? Because in an AI-filtered search world, brands need to be recognizable before buyers ever fill out a form. Workday’s CMO, Emma Chalwin, is a great example. Her “Rock Star” campaign, complete with real music legends, proved that even a serious enterprise software company can grab attention with creativity and personality.

But where does AI fit in? Increasingly, everywhere. AI now helps B2B teams analyze intent signals, score leads, personalize interactions, and turn mountains of information into quick insights. Used thoughtfully, it gives marketers serious efficiency and clarity. But if misused with sloppy AI-written emails or poor data practices, it can erode trust, the most valuable currency in B2B relationships.

The key lesson for future marketers: successful B2B marketing blends bold brand strategy with responsible AI use. Creativity attracts attention. Transparency and thoughtful data use keep it. And the teams who balance both are the ones poised to rock their markets.

Discussion Questions and Activities

  1. Why do you think B2B brands are investing more heavily in awareness campaigns rather than focusing only on lead generation?
  2. How does trust function differently in B2B marketing compared to B2C?
  3. What risks do marketers face when using AI without clear intent or proper data governance?
  4. Do you think Workday’s Rock Star campaign would be as effective without the use of celebrity personas? Why or why not?
  5. Where should humans stay involved in an increasingly AI-driven marketing environment?
  6. Campaign Critique. Break into groups and evaluate Workday’s Rock Star campaign. Identify its goals, strengths, weaknesses, and whether it aligns with responsible B2B marketing practices.
  7. Online Exploration. Go online and find one B2B brand using AI tools in marketing. Bring back an example (ad, personalization feature, chatbot, or campaign) and explain whether the AI use appears responsible, effective, and aligned with the brand.
  8. AI Audit Exercise. Students review a sample AI-generated marketing email or advertisement and identify where trust, tone, or accuracy could break down, then revise it.

Sources: Poinski, Megan (Jan 7 2026), Inside Workday’s Rock Star Mentality for B2B Marketing, Forbes; Ledford, Anna, (Jan 19 2026), Integrating AI Responsibly in B2B Marketing, The AI Journal.

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by | Monday, February 2, 2026 · 7:00 am

Super Bowl Teasers: How Brands Tap into Your Mind Before the Big Game

Do you remember when Super Bowl ads were broadcast during the Super Bowl? Gone are the weeks of anticipation for brands leading up to the game. Now ads warm up the crowd well in advance of the big game. This year’s teasers from Salesforce and Duolingo show how brands cleverly shape consumer perception, motivation, and even cultural identity long before kickoff.

Take Salesforce teaming up with MrBeast. This collaboration is more than a celebrity endorsement; it’s a strategic play in consumer behavior. MrBeast’s vertical, phone-shot teaser feels informal and spontaneous, matching the media habits of millions of young viewers. It leans into lifestyle marketing by letting a creator who “gets” the audience shape the message. And the tiny hint of “you might become a millionaire” taps directly into consumer motivation. Sweepstakes equal instant dopamine hit.

Meanwhile, Duolingo is using Bad Bunny’s historic Spanish-language halftime show to generate buzz with five and fifteen second micro-ads. These short bursts act like subliminal nudges. Duolingo has also created two 5-second reminder ads to air prior to the Super Bowl and will also have a presence on the New York subway system, wrapping the train with Duolingo visuals and translating short Spanish phrases. By translating playful lyrics and dressing Duo the owl in full Bad Bunny mode, the brand ties language learning to identity, culture, and fandom – not homework.

Both campaigns understand something fundamental. Students, young professionals, creators, and fans build meaning from the media moments they care about. These teasers aren’t just promoting products, they’re inserting brands into the cultural anticipation of the Super Bowl, where lifestyle, motivation, and perception collide.

Discussion Questions and Activities

  1. How might using creators like MrBeast change the perception of Salesforce?
  2. What consumer motivations are Duolingo and Salesforce tapping into?
  3. How do micro-ads (5–15 seconds) influence attention and recall compared to full-length ads?
  4. In what ways do these teasers reflect the lifestyle and identity of Gen Z consumers?
  5. Where do you see potential subliminal messaging in these campaigns? Discuss the ethics of this practice.
  6. Ad Teaser Review. In small groups, watch selected teasers from the Brand Innovators Super Bowl Ad Tracker 2026. Identify strategies tied to consumer behavior or perception.
  7. Cultural Cue Hunt. Analyze Duolingo’s Bad Bunny-inspired ads and list the cultural cues that might motivate fans to learn Spanish.
  8. Creator Strategy Sprint. Design a 20-second teaser for a brand of your choice using a creator or influencer, explaining how it shapes lifestyle appeal and perception.

Sources:

Follet, Gillian (16-Jan 2026), MrBeast Teams up with Salesforce on Super Bowl Ad, Ad Age; Baar, Aaron (23-Jan 2026) Duolingo offers to help with Bad Bunny Translation, Brand Innovators.

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