Did you miss our most-read brand stories of 2024? [Video]

This year, brands had to grapple with culture war politics, find ways to cut costs using AI and think up new ways to structure the marketing function. We round up some of our most-read brand stories of 2024.

Several pivotal moments in marketing during 2024 have kept the industry talking and debating, but there have also been many lessons.

Heinz faced backlash after two campaigns were accused of perpetuating racial stereotypes, sparking a broader conversation about DE&I and representation and reminding brands of the need to be more mindful of the communities they engage with.

Meanwhile, Guinness saw remarkable success with its community-first marketing approach, a case study that could give other brands the confidence to hand over control of their narrative.

Loyalty programs are being rethought after perhaps one too many marketers placed too much emphasis on existing members at the cost of winning new business. Pret and Starbucks …

Tags Building Community, Managing Community, Marketing Strategy, Promoting Community