Welcome to The Brand Waves, your weekly snapshot of the most innovative marketing campaigns from around the world. In this edition, discover stories, strategies, and creative ideas that are redefining how brands connect with audiences.
This newsletter is sponsored by Tracksuit, the always-on brand tracker built for marketers and agencies to answer the question “Is my strategy working?”
Today’s newsletter includes: Shopbop celebrates Elle Woods; Valentino Beauty launches a new era of fragrance storytelling with Dakota Johnson and Alexander Skarsgård; LEGO reinvents pop culture with Olivia Rodrigo; BOSS expands the concept of success beyond gender boundaries; Burberry presents Escape to the Countryside; Benefit Cosmetics partners with True Religion; Reddit launches a campaign that puts communities at the center; Gonna Need Milk introduces the Milk Man Hydration Calendar; and adidas debuts its new university partnerships.
To celebrate the premiere of Elle, Prime Video’s new series set in the Legally Blonde universe, Shopbop has launched a new exclusive capsule collection.
The collection features more than 60 pieces from a range of fashion brands, including L’AGENCE, Cinq à Sept, LoveShackFancy, and alice + olivia.
Available exclusively on Shopbop.com and The Shop by Shopbop on Amazon, every piece is designed to help shoppers embrace their inner Elle Woods and stand out all summer long.
Valentino Beauty is launching a new chapter in its fragrance strategy by choosing Dakota Johnson and Alexander Skarsgård as the brand’s new faces.
The two protagonists are positioned as partners in crime within a narrative that places authenticity, connection, and unfiltered emotional expression at its core.
The choice of these two personalities further strengthens the brand’s aspirational positioning, playing on two complementary energies that embody a contemporary vision of attraction.
“We are pleased to welcome Dakota Johnson and Alexander Skarsgård to the Valentino Beauty family. Their unique personalities and magnetic presence perfectly embody the emotional intensity at the heart of this new era,” says Claudia Marcocci, Global President of Valentino Beauty.
If you work in marketing, there has probably been a moment when the conversation in your team shifted from “what works” to “what gets funded.”
Three decades of independent research - from Ehrenberg-Bass Institute, Les Binet and Peter Field, together with IPA and Analytic Partners - converge on the same conclusion: companies grow when they balance short-term activation with long-term brand building.
The debate is settled. The problem is not whether brand “works,” but how it gets funded.
And this is where brand often loses. Not because it doesn’t work, but because it isn’t described in the right language for finance teams and boardrooms.
This is exactly the focus of the first course from Tracksuit University, developed by James Hurman, one of the most cited strategists on the commercial case for brand investment.
A course designed not to explain why brand works, but to teach how to get it funded: translating brand value into a language CFOs and boardrooms are willing to approve.
Discover the course that teaches marketers to speak the language of the boardroom - and use code THEBRANDWAVES to get 20% off the Tracksuit University course.
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