Brand together
Wisdom 💡: The University of Georgia’s Franklin College found that the secret to a cohesive rebrand was hiding in plain sight: the humble “and” connecting arts and sciences. Rather than flattening hundreds of programs into one identity, the college built its brand around what connects them, then invited students, faculty, staff and alumni to help shape the story. As a team that knows a thing or two about higher ed, Peppercomm understands that navigating a complex university environment takes more than a one-size-fits-all approach. With brand awareness up 24.8%, Franklin proved that the best rebrands don’t just create consistency, they give a sprawling institution one shared story.
Croc star
Wit 😁: Crocs is finally putting a face to the name, hatching Niles, a six-foot, clog-wearing crocodile built to be less mascot and more sitcom star. By giving him personality, flaws and his own social presence, Crocs is betting that a character can create the kind of cultural connection a product pitch can’t. It’s a play straight from the Duolingo school of marketing: give the internet a lovable oddball, then let the storytelling and fandom take on a life of their own. After 25 years of putting Crocs on feet, the brand is hoping Niles has legs.
K-Pop off
Wisdom 💡: Under Armour is adding some K-pop to its game plan, tapping six-member BoyNextDoor as global brand ambassadors to help launch its Bouncy Tee across Asia-Pacific. The partnership marks a shift from chasing wins to celebrating the motivation that keeps people showing up, while also taking the brand beyond the locker room and deeper into culture. With musicians, actors and designers increasingly joining its roster, Under Armour is betting that entertainment star power can give its turnaround some extra bounce.
Pepper Pick
This is real, this is Camp Rock 3, and our millennial hearts are suddenly back at summer camp. Stretch accordingly, because those Disney knees aren’t as young as they used to be. 🎸🦵
