Brand rivalries that helped define modern marketing
In this four-part series, Marketing Dive explores enduring showdowns that have shaped the industry and how those dynamics are again shifting as brands prep for a post-pandemic world.
By Peter Adams • May 3, 2022
As the most enduring consumer brand rivalry enters a new phase in the metaverse, tall orders around sustainability may demand cooperation over competition. Read more ➔
By Natalie Koltun • May 10, 2022
Duking it out over six decades, the athletic wear companies influenced sports marketing and culture like few others. Who dominates in the stretch ahead may hinge on innovation and acting on pledges. Read more ➔
By Chris Kelly • May 17, 2022
Despite McDonald’s boasting twice as many restaurants, five times the ad budget and 10 times the revenue, Burger King’s marketing innovations have had lasting impact. Read more ➔
By Sara Karlovitch • May 24, 2022
It’s a feud as old as light beer itself, filled with lawsuits and smear campaigns. However, waning interest in beer has heightened the stakes for both brands. Read more ➔
A ban could benefit Meta, weakening competition and options for advertisers, while a potential suitor will need to be well-versed in data management.
As marketers continue to look for inspiration in campaigns and culture of the past, the savviest will focus on brand truths to make meaningful connections.
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Expanding into offsite media like open-web programmatic could alleviate supply pressures but opens a whole new can of worms for the category.
The tech giant backs off plans to implement a huge shift in digital marketing that faced pushback from adland and regulators around the world.
