Entry Details

About the Entry

Category: 
Online > Web Feature Series > Mid Atlantic

Title of entry: 
Iconic brand rivalries that helped define modern marketing

Issue or Publication date:
5/24/2022, 5/3/2022, 5/10/2022, 5/17/2022, 5/24/2022

Publication name: 
Marketing Dive

Publishing/parent company: 
Industry Dive

View Website home page:
https://www.marketingdive.com/

About the Publication:

Description of the enterprising work that went into this entry and its significance or impact on readers:

In early 2022, as marketers needed to reach consumers amid the lingering Omicron coronavirus surge, the Russia- Ukraine war and other unusual challenges, Marketing Dive tried a new tactic from its usual method of explaining to readers what’s happening next — the team looked at what happened already.

Under the leadership of Marketing Dive Lead Editor Chantal Tode, the editorial team explored how some of the most successful brands wielded a healthy dose of competition, marketing expertise, creativity and persistence across the decades and into the present.

Many of the iconic brands have faced what were unprecedented challenges at the time and made it through. Citing historical references and marketing professors, Senior Reporter Peter Adams explored Coke and Pepsi; Editor Natalie Koltun looked at Nike and Adidas; Reporter Chris Kelly took on Burger King and McDonald's; and Associate Editor Sara Karlovitch examined Bud Light versus Miller Light. The team rolled out the four-part series over the course of a month to inspire marketers as they struggled to move forward at a difficult time.

In response, Pepsi's CMO Todd Kaplan posted on LinkedIn: “...it is a great way to see the broad themes of innovation, creativity, bouncing back from failure, and the role of marketing as a business driver put into full practice over the years. As a self-proclaimed marketing nerd, I love stories like these because there are so many lessons to unpack.”

Links to entry URLs

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Entry URL(s), if applicable:
Please enter a URL that will direct judges to the entry: 
https://www.marketingdive.com/news/brand-rivalries-define-modern-marketing/623366/
Additional URLs, if needed:
https://www.marketingdive.com/news/coke-vs-pepsi-rivalry-brand-marketing-metaverse/621711/
https://www.marketingdive.com/news/sneaker-supremacy-nike-adidas-brand-rivalry/621712/
https://www.marketingdive.com/news/mcdonalds-burger-king-brand-rivalry-burger-wars/621713/
https://www.marketingdive.com/news/bud-light-miller-lite-rivalry/621715/