CMO Corner
How Tom Holland's Non-Alcoholic Beer Brand Bero Breaks Through with Brand Partnerships
Non-alcoholic beer brand Bero, co-founded by actor Tom Holland, launched at the end of 2024 and achieved nearly $10 million in sales in 2025. By partnering with brands like Barry's and Chase, the brand targets an active lifestyle audience, seeking growth in a market projected to reach $38 billion by 2030.
Patriotic sentiment is no longer a marketing campaign, but a brand strategic asset
As the United States approaches its 250th anniversary, Brand Keys has released its 25th annual survey of the 'Most Patriotic Brands.' The study, covering 1,200 brands across 120 categories, found that consumers' definition of patriotic brands has shifted from 'Made in America' to brand values and cultural roles. Traditional heritage brands like Jeep and Ford hold the largest share (18%), lifestyle brands such as Coca-Cola and Disney account for 13%, and everyday brands like Walmart and Amazon make up 12%. Notably, innovative brands such as Apple, Microsoft, and ChatGPT have entered the list for the first time under the concept of 'innovation as patriotism,' indicating that patriotic perception is evolving from product attributes to brand positioning strategy.
Ulta Beauty CMO on the Integration of Brand Building and Omnichannel Marketing
Ulta Beauty had a strong start to the fiscal year, with net sales up 11.1% year-over-year to $3.2 billion. CMO Kelly Mahoney recently spoke with Marketing Dive about how the brand leverages the 'Supergirl' partnership, the Ulta Beauty Collective creator program, retail media network UB Media, and TikTok Shop to achieve synergy between brand building and commercial growth.
Marketing's Next Target Audience: Colleagues
Marketing faces internal marketing issues: short CMO tenure, insufficient budgets, ambiguous roles, and damaged reputation. This article analyzes the causes and proposes countermeasures, including aligning with the CEO, collaborating with finance, demonstrating business impact, early cross-departmental collaboration, and participating in strategy formulation, to elevate marketing's position within the organization.
Expedia Group Collaborates with Creators and Barbie's Boyfriend Ken to Drive Brand Influence
At the Cannes Lions International Festival of Creativity, Expedia Group revealed that it connects with Gen Z through creator collaborations (such as a global travel livestream with IShowSpeed) and brand partnerships (like the Ken ad with Mattel), while expanding marketing channels beyond traditional media. Company executive Natalie Wills emphasized the value of creators as independent channels and the brand's pursuit of authenticity in the AI era.
Why Lowe's Encourages Creator Network Members to Submit Product Ideas
Lowe's is merging its Creator Network with the Into the Blue program, allowing creators to submit product ideas or existing products for commercialization through its supply chain and retail channels. This move marks the retailer's transition from content collaboration to product co-creation.
CMO Survey: Organizational Influence Demands Outweigh Long-Term Brand Building
Lippincott's latest study, CMO Outlook 2026, reveals that CMOs have limited influence within organizations, with only 28% rating themselves as "very high." To enhance their internal standing, CMOs are increasingly prioritizing short-term results at the expense of long-term brand health. Bureaucracy, slow decision-making, and AI investments squeezing budgets for infrastructure such as user experience have emerged as prominent challenges.
Hinge CMO: Community Building Goes Far Beyond Marketing Channels
Hinge CMO Tamika Young explains how the company supports offline social groups through the One More Hour program, with cumulative grants exceeding $2 million and plans to add $1.5 million globally in 2026. She emphasizes that community engagement should not be viewed as a marketing channel but as part of the brand's mission. Additionally, Hinge launches a new advertising campaign, "Can't Believe We Met on Hinge," focusing on authentic dating experiences for Gen Z.
How the World Cup Injects Momentum into American Soccer Leagues and Their Brand Partners
As the World Cup reaches the knockout stage, Major League Soccer (MLS) and the National Women's Soccer League (NWSL) are leveraging this global event through integrated marketing strategies to attract new and existing fans, preparing for the summer season and beyond.
KFC Launches Global Brand Refresh, Aiming to Set the Benchmark in the Fried Chicken Fast Food Category
KFC plans to launch a global brand refresh over the coming months, involving menu innovation, restaurant design, and visual updates. Amid increasingly fierce competition in the fried chicken category, the brand hopes to re-establish its advantage in the U.S. and international markets. Global Chief Marketing Officer Valerie Kubizniak stated that KFC's goal is to set the standard for modern fried chicken fast food.