Tag Archives: advertising

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, December 15, 2025 · 6:47 am

From Fan-edits to Fan Power

Scroll TikTok long enough and you’ll notice something interesting: some of the most compelling brand content doesn’t look like advertising at all. It looks like fandom. Fan edits are short, emotional video montages set to music and they have become one of Gen Z’s favorite content formats. Naturally, brands are paying attention.

Take Doritos and Lionsgate. Instead of forcing traditional ads into feeds, they are designing campaigns that feel like they belong to TikTok’s culture. Doritos didn’t simply hire an actor to represent its product. Rather, it created a cinematic fan edit of Walton Goggins that felt tailor-made for the platform. Lionsgate went even further, recruiting actual fan editors to promote films like The Hunger Games and Twilight, sometimes outperforming official trailers in views and engagement.

The marketing shift is undeniable. Influence is moving from who posts to who edits. Fan editors are emerging as a new kind of influencer – part creator, part curator, part cultural translator. Their power lies in their ability to reach target audiences with relevant content. These content creators spark comments, shares, and emotional connection, which algorithms reward and audiences trust.

This trend also connects to bigger influencer marketing shifts. As platforms get better at serving niche content, micro-influencers and micro-fandoms are becoming more valuable than celebrities. Add social commerce and AI-powered tools into the mix, and brands now have unprecedented ways to insert themselves into culture. The trick is to do it authentically. For marketers, the lesson is clear: attention isn’t bought by interrupting culture anymore. It’s earned by understanding it and sometimes, by letting fans take the lead.

Discussion Questions and Activities

  1. Why do fan edits often outperform traditional brand-created content on TikTok?
  2. Are fan editors influencers, creatives, or something entirely new?
  3. Where is the line between authentic participation and brand exploitation?
  4. How might this strategy work differently across industries (food, entertainment, fashion)?
  5. Should brands give up creative control to gain cultural relevance?
  6. Fan Edit Analysis. Analyze a brand-related fan edit on TikTok and identify why it works.
  7. Strategy Pitch. Design a fan-edit-based campaign for a brand targeting Gen Z.
  8. Team TikTok. Student teams choose one of the student-designed strategies and create a fan-edit for a product or brand.

Sources: Follett, Gillian (11 Dec 2025), Inside TikTok’s fan-edit frenzy and how brands like Doritos and Lionsgate are using it to reach Gen Z, Ad Age. El Qudsi, Ismael (2 Dec 2025) From Reach to Relevance: Current Trends In Influencer Marketing, Forbes Agency Council.

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by | Monday, December 8, 2025 · 7:05 am

Scent Shifting: Brands Redefine How to Market to Men

Walk down any store aisle today and you may notice something surprising: men’s products aren’t hiding on a dusty bottom shelf anymore. They’re bold, sleek, and sometimes funny. And they’re booming. The global male grooming market is racing toward an estimated $115 billion by 2028, and brands are fighting hard for a piece of it.

This shift reflects marketers’ understanding of consumer behavior, identity, and cultural change. Companies from Harry’s to Balenciaga are recognizing that men, especially Gen Z, aren’t just buying products, they’re buying self-expression. Younger consumers mix and match scents the way they curate playlists, choosing fragrances to communicate mood, identity, and even aspiration.

Some brands lean into experience marketing, selling scent as a form of introspection. Balenciaga and John Varvatos craft campaigns around ingredients and atmosphere, not shirtless models on cliffs. Others take a more traditional route bottling up ambition and charisma by calling in celebrities like Vinicius Junior or Nicholas Galitzine to do the talking.

Yet the biggest marketing shift may be psychological. Men want authenticity and direct, simple communication. They enjoy humor like that found in Old Spice’s “Holidudes” line, value large-size products, and respond strongly to personal connection. Jake Paul even DMs customers for feedback.

For marketers, the message is clear. Masculinity isn’t one-size-fits-all, and neither is the marketing that reaches it. The recipe for winning in today’s competitive market requires brands to embrace segmentation, storytelling, and cultural nuance topped off with a good-smelling product that works.

Discussion Questions and Activities:

  1. How is Gen Z redefining masculinity as a marketing concept?
  1. Why are ingredient-focused fragrance campaigns becoming more popular?
  2. How does celebrity endorsement affect male consumer behavior today?
  3. What role does humor play in marketing to men?
  4. How does the rise of “affordable luxury” influence consumer buying decisions?
  5. Scent Persona Lab. Students design a fragrance concept for a specific male segment (e.g., gamers, athletes, creators).
  6. Ad Makeover. Find a traditional “power masculinity” ad and redesign it for a Gen Z audience.
  7. Brand Audit. Compare two competing men’s brands—one ingredient-led, one celebrity-led—and present how each targets different motivations and identities.

Sources: Khan, Natasha (27 Nov 2025), Wall Street Journal; Suresh, Sanjeeva (18 Nov 2025) Luxuo. Suresh; Statista Research Department (25 Nov 2025) Statista.

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