Change is in the air this week for many of the world’s largest brands. Dive into the latest rebrands and legal battles in the marketing world in our Weekly Must Reads.

How a TikTok User’s Logo Re-Designs Went Ultra-Viral

What started as a silly TikTok joke from creator Emily Zugay has become a viral phenomenon. Weeks ago, 24-year-old graphic designer Zugay began posting videos to her TikTok account with redesigned logos she created for some of the biggest brands in the world, including TikTok itself. The platform quickly got in on the joke by changing their profile image to Zugay’s logo. As the videos amassed millions of views, other brands followed suit, adding the spoof logos to their own TikTok profiles. These days, Zugay’s video comments are full of companies, including Adidas and MLB, asking her to add their logo to her list.

Brands’ overwhelming reaction to this viral trend is surprising to even the most seasoned marketing experts. Logos are typically treated as legal entities with strict regulations, and altering them is frowned upon. This phenomenon shows just another way TikTok is changing the digital game, and brands that embrace its clever and spontaneous nature are seeing the benefits in their engagement. Learn more about Zugay’s viral logos here: https://adage.com/article/digital-marketing-ad-tech-news/tiktok-creators-logo-spoofs-apple-starbucks-and-amazon-are-getting-brands-attention/2369376

Coca-Cola’s Brand Refresh is Real Magic

For the first time in five years, Coca-Cola has given its branding a slight refresh. The new brand platform, which they’ve named “Real Magic,” focuses on small moments of connection between people. The ad campaign to launch the brand refresh is titled “Only One Coke Away From Each Other,” showcases a similar theme within the context of a video game competition. In the ad, a Coke provides the inspiration for two armies at war to put down their arms and join forces – a clear message to the divided world we live in today.

Beginning October 11, Coca-Cola is also launching a code hunt, encouraging consumers to find 25 hidden codes within the two-minute ad. The first fans to enter each code on Coca-Cola’s landing page will have a chance to win a session with celebrity gamers and other prizes. Check out the latest ad from Coke here: https://www.marketingdive.com/news/coca-cola-refreshes-brand-with-global-campaign-built-around-shared-moments/607445/

March Madness Isn’t Just for Men Anymore

For years, “March Madness” has served as the nickname for only the men’s basketball NCAA tournament. Next year, that’s set to change. In 2022, the NCAA will use “March Madness” in its marketing for both men’s and women’s basketball tournaments, after facing criticism for neglecting the women’s tournament in the past. In addition, the NCAA plans to restructure the financing for both tournaments to make the distribution more “financially equitable.” They’re also discussing eventually holding both men’s and women’s Final Four games in the same city.

The focus on equalizing support for both tournaments was spurred earlier this year, when Oregon basketball player Sedona Prince created a social media post illustrating the difference between the women’s tiny weight room and the men’s massive workout facility. The NCAA’s coming changes reportedly came via recommendations from an outside review of the 2021 championships. Find out more about the NCAA’s step forward in equality here: https://www.nytimes.com/2021/09/29/sports/ncaabasketball/march-madness-womens-basketball.html

The Billboard Battle

Back off, Jeff Bezos. That’s Macy’s recent message to Amazon, who has reportedly tried to buy rights to the billboard above Macy’s flagship New York City store. Though Macy’s has used the massive billboard above their store to advertise for more than 50 years, they decided not to renew the lease on the sign this summer. However, Macy’s claims that it has retained some rights over the space and filed a lawsuit against their landlord to block a retail competitor from taking over the lease.

It makes sense why Macy’s is less than thrilled about Amazon advertising above their flagship store. The sign would essentially serve as a giant reminder to consumers that they can buy the same products through Amazon from the convenience of their smartphone. Time will tell if Macy’s can win this battle, or if Amazon will continue to encroach on the traditional retail landscape. Dig into more of the lawsuit details here: https://www.businessinsider.com/macys-prevent-amazon-from-advertising-on-herald-square-billboard-2021-9