Shareen Pathak

  • How Trump brought other brands down along with his own

    Skittles, you’re not alone. Over the course of his presidential campaign, Donald Trump hasn’t just made a mess of his own brand but brought down others as well. Here’s how the Trump brand has affected other brands and personalities, courtesy of data from Brandwatch. It’s interesting to note that it’s all negative, bar Skittles, whose non-committal, and yet perfectly worded st ...

    Shareen Pathak/ Digidayin How To's- 10 readers -
  • 5 charts: Donald Trump’s damaged brand, by the numbers

    As the Trump campaign continues to implode, the Trump brand — which the GOP candidate has often pointed to as proof of his business acumen — is also taking a significant hit. The interesting thing about the Trump brand is that it’s actually worth a lot. A large part of Trump’s fortune has been made just from being Donald Trump.

    Shareen Pathak/ Digiday- 16 readers -
  • Growing pains: How agencies see Snapchat’s ad-sales approach

    As Snapchat’s parent company — recently rechristened Snap Inc. — gets closer to a public offering, ad buyers and brands are questioning whether it can continue to provide a high level of service without becoming inflexible in its sales approach. It’s a familiar narrative. Before Snap, Google and Facebook started out as tech companies, too, with little outward interest in advertising.

    Shareen Pathak/ Digidayin How To's- 15 readers -
  • Justify yourself: We ask bloggers why they’re valuable to brands

    First Vogue called out bloggers for heralding the death of style. Then, Neiman Marcus piled on, blaming bloggers for changing customer expectations and creating fatigue — before clothes even hit shelves. Other brands, however, are adapting how they work with influencers. Proenza Schouler and Tanya Taylor, for example, both only give bloggers clothing that is available in store ...

    Shareen Pathak/ Digiday- 11 readers -
  • Confessions of a female fashion startup founder

    The life of a fashion entrepreneur is not an easy one: Retail startups are a risky category for VCs, who prefer to invest in scalable, high-growth industries. But being a female entrepreneur is even harder. VCs tend to be overwhelmingly male, uninformed about the business — and patronizing. In this edition of Confessions, we chat with a female startup founder who has been thro ...

    Shareen Pathak/ Digiday- 14 readers -
  • ‘What’s a cask?’: What Macallan has learned from its Facebook chatbot

    Digital is a core tenet of premium Scotch whisky brand Macallan, and it’s hoping its experiment with a new Facebook Messenger chatbot will be the next step in its marketing growth. Two weeks ago, Macallan launched a chatbot that was the first in its category: Available on Facebook, it both educates customers (“what’s a cask?”) and also helps them pick the right whisky — and th ...

    Shareen Pathak/ Digidayin Social- 12 readers -
  • Why fashion brands are gaga for chatbots

    If there’s one technology fashion brands are all in on, it’s chatbots. During New York Fashion Week, Tommy Hilfiger launched a Facebook Messenger chatbot for its Gigi Hadid collaboration. It was the first brand to sell a see-now-buy-now collection through Messenger. Burberry went a slightly more content heavy route — its chatbot, launched during London Fashion Week this week, p ...

    Shareen Pathak/ Digiday- 8 readers -
  • Trump, Skittles and the death of real-time marketing

    After Donald Trump Jr. tweeted a photo comparing Syrian refugees to a bowl of poisoned Skittles, many turned on tweet notifications for the Skittles brand. After all, this was the Mars brand’s Red Lobster-Beyonce moment — on steroids. This image says it all. Let’s end the politically correct agenda that doesn’t put America first. #trump2016 — Donald Trump Jr.

    Shareen Pathak/ Digiday- 12 readers -
  • When agencies focus on ‘culture,’ they can get exclusion instead

    When a copywriter applied to a big agency on the West Coast, he was surprised to hear a pretty unusual question asked in an interview: What’s your favorite television show? He answered: “’Scandal.’ Or any Shonda Rhimes show.” The creative director balked because he liked “Breaking Bad.” The copywriter didn’t get the job. In another instance, a strategist was asked where she liked to shop.

    Shareen Pathak/ Digiday- 14 readers -
  • Why brands are paying attention to ASMR

    A man in an antebellum-era costume whispers at you, then folds a pocket square, over and over again. Slowly, he picks up a piece of fried chicken and bites into it. Do you feel anything? You may if you’re part of a somewhat select group of people, who will experience ASMR, a tingling, pleasurable feeling that relaxes the mind.

    Shareen Pathak/ Digiday- 10 readers -
  • LaCroix gets a brand boost from fan site

    With an array of flavors including blackberry cucumber and pineapple cherry, sparkling water brand LaCroix is this year’s fizzy hipster drink of choice.Now it’s a new fan site that lets users “create” their own LaCroix flavor., which is not affiliated with the brand, invites users to type in the name of a flavor they want to create and then design custom cans for it.

    Shareen Pathak/ Digiday- 12 readers -
  • Bottoms Up: One exec’s quest to turn down the bro in beer marketing

    This article is from Pulse, Digiday’s quarterly print magazine about the modernization of media. This is a peek at the third issue, which focuses on the current state and future potential of video. To receive the full 80-page issue and subscribe to a year of Pulse, visit In 2009, Britt Dougherty was reviewing ads for MillerCoors along with its agency.

    Shareen Pathak/ Digiday- 15 readers -
  • Ted Baker and Google team up for interactive campaign

    Ted Baker is moving into the digital age with a new autumn/winter push that includes the brand’s first ever shoppable film and a revamp of its in-store experience. Dubbed “Mission Impeccable,” the campaign is based on the theme of espionage, a nod to the retailer’ ...

    Shareen Pathak/ Digiday- 4 readers -
  • ‘You can’t get the buy-in’: Marketers confess their biggest content challenges

    Making great content is hard work for brands. One consistent question at the Digiday Content Marketing Summit this week in Park City, Utah, was how to ensure that great content is championed and executed in the right way. We asked attendees from the world’s top brands to write down the single biggest challenge they have when it comes to creating good content, then asked them t ...

    Shareen Pathak/ Digiday- 7 readers -