Virality may not always deliver the sustained impact brands need to build lasting connections with their audiences.

What in the marketing department is going on? That’s what many people have been asking themselves after American Eagle dropped its “blue jeans” Sydney Sweeney campaign and e.l.f. Cosmetics launched ...

The makers of Old Spice have pulled off a cheap and quick marketing coup that could change the way consumer products are promoted. In the past few days, the deodorant company invited social-media ...

Gap’s viral denim ad starring Katseye, which social media users have praised for its diversity, comes weeks after American ...