The Best of BoF: Brand Marketing’s Comeback Year

BoF is away for its annual break until Jan. 4. In the meantime, we invite you to explore highlights of our news and analysis from the year.

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WHAT YOU NEED TO KNOW TODAY: WEDNESDAY, DECEMBER 29, 2021 Dear BoF Community, In 2021, brands recalibrated their marketing strategies after the disruptions of the prior year forced companies to emphasise pure performance and sales-driven marketing. With the worst of the pandemic's impact behind them, marketers were able to prioritise brand positioning and other long-term tactics that might not yield immediate sales but instead boost a brand's overall image and longevity. Meanwhile, the changing social media landscape also challenged how brands think about reaching customers. TikTok cemented itself as the Gen-Z whisperer, while doubts over Instagram's effectiveness loomed. Searching for a reset, some brands opted to go dark on social media altogether, a risky strategy that has yet to diminish the relevance of brands like Bottega Veneta. And while the pandemic's continuation has still prevented a full return to in-person shopping and socialising, more brands experimented with new marketing channels, such as Balmain's bet on streaming television and movies at home. Alexandra Mondalek, Senior Editorial Associate

TOP STORIES

MARKETING & PR The New Four Ps of DTC Marketing — Download the Case Study By Alexandra Mondalek The direct-to-consumer fashion and beauty space has flourished over the last decade, but the once fool-proof marketing rubric has aged in that time. BoF outlines how to update the DTC marketing playbook so brands can break through the saturated market. READ MORE

MARKETING & PR How Small Brands Get Big Media Attention By Alexandra Mondalek

In a fashion media landscape that favours advertisers, small brands have to be creative to draw coverage, let alone a spot on a magazine cover. READ MORE

The Art of Going Dark on Social Media READ MORE

What Makes the Perfect Influencer Collaboration? READ MORE

How to Build an Influencer Marketing Team READ MORE

Why Price Inflation Is Coming to Fashion READ MORE

For Fashion Brands, TV Show Placements Upstage Magazine Editorials READ MORE

Taking Brand Building Off the Back Burner READ MORE

How Brands Leverage Word-of-Mouth Marketing READ MORE

To Hold Gen-Z's Attention, Brands Need to Show Some Personality READ MORE

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