A business brand is an identity, a marker that sets business products and services apart and is easily identified through logos, messages, colors and treatment of customers. Brand activation is one of ...

Often heralded as a back to basics marketing approach, experiential marketing is in fact well suited to the needs of the modern consumer. For both Gen Z and millennials, there is a greater emphasis ...

Experiential marketing is a way for brands to connect with their customers by creating memorable experiences. Unlike ...

ADWEEK has unveiled the shortlist for our 7th annual Experiential Awards, honoring the top work in physical experience marketing in 2025. As consumers continue to crave experiences that blend the ...

As brand disloyalty continues to rise in Africa, particularly in Nigeria where the harsh economic climate has reduced consumer spending power, a new study from the prestigious Lagos Business School ...