Although staying on-brand and true to the brand’s personality is important, that doesn’t mean companies can’t test their limits and try new things. This week, we find out how some brands have evolved and grown their presence over time, from women’s soccer to our favorite taco joints. Read on to learn more branding tips in our Weekly Must Reads.

Women’s World Cup Ratings

As US Soccer responds to the equal pay controversy this week, the US Women’s National Team continues to stay in the forefront of the news a month after their World Cup victory. FIFA estimates more than 1 billion people tuned into this year’s World Cup, which is a new record. Backing that up was record high ad spending around the tournament, with the cost of a 30-second ad up almost $100,000 from four years ago.

More brands than ever are also featuring the US women’s national team and female soccer players in general in their ads. Companies like Johnson & Johnson and Hyundai have launched campaigns in support of women’s soccer and overall women’s empowerment. This team, with their public fight for equal pay and equal treatment, created the perfect tie-in for brands looking to reach a growing audience and make a statement. Read more of the story here: https://www.washingtonpost.com/sports/2019/06/27/womens-world-cup-ratings-record-audiences-thrill-broadcasters/?utm_term=.d98991667d37

Taco Bell Pop-Up Hotels

Innovative marketing and clever new products have helped Taco Bell develop almost a cult following among fast food eaters. Some are so captivated by the brand, in fact, that they’re willing to design an entire vacation around it. Taco Bell recently announced that they will open a pop-up hotel named “The Bell” in Palm Springs, California. The resort will open for just four days in August, and rooms sold out within two minutes.

Though Taco Bell started as a simple fast food restaurant, they’ve capitalized on their brand popularity and started venturing into new industries. In addition to the pop-up hotel, they’ve also opened design- and alcohol-focused restaurants called The Cantina. We credit Taco Bell’s success to their ability to stay on-brand in everything from their tweets to resort décor, but what do you think has helped them expand their business? Check out the story and let us know: https://www.fastcompany.com/90371616/taco-bells-first-hotel-may-not-be-its-last

Diet Coke Loses the Labels

Looking for the Diet Coke cans at the store? You might have to look a little harder. During June, Diet Coke released completely label- and logo-free cans in select cities in respect to Pride month and diversity. This move is part of a larger campaign, called “[Unlabeled],” which aims to challenge stereotypes and promote inclusivity. The cans drew so much interest that Coca-Cola is now considering extending the cans’ run throughout the year.

Although the goal of the campaign is to reach a broader and more diverse audience, it also spotlights the strength of the Diet Coke brand. Not many products could strip off all their company logos and labels and still be instantly recognizable with a simple silver can and red vertical stripe. Find out more here: https://www.marketingdive.com/news/diet-coke-debuts-label-free-cans-in-challenge-to-stereotypes/557783/

America’s Hottest Brands 2019

Need branding inspiration? Ad Age recently released its list of the hottest brands in the US this year. Unlike other lists that measure brands’ success over time, all of these brands have been on a roll just this year. Some are hot brands you might recognize, such as Beyond Meat or Chip and Joanna Gaines, but others may not have crossed your path yet, like a line of collectible toys and an energy drink market disruptor. Check out all 20 here: https://adage.com/article/special-report-hottest-brands/americas-hottest-brands-2019/2179176#BangEnergyDrink