We Are Alexander

One of the most interesting branding moves this year:
Beyond Meat dropping “Meat” from its name.

The company is rebranding to “Beyond” as it expands into protein drinks, bars, and other wellness-focused products. For years, the brand was tied to one category: plant-based meat alternatives. But as consumer behavior shifts, they’re repositioning around something bigger, protein, wellness, and functionality.

The bigger branding lesson here: The strongest brands know when they’ve outgrown their original positioning.

Sometimes rebranding isn’t about changing who you are. It’s about creating room for where you’re going next.

Read more here: https://lnkd.in/gW9vYP7Q or here for a nonsubscription article: https://lnkd.in/g-_UtaZV

isn’t just about music anymore...it’s become one of the most competitive battlegrounds for brands.

With events like happening right now, brands aren’t just showing up, they’re building entire worlds around their products. From hydration brands sponsoring wellness runs to roadside pop-ups, influencer houses, and immersive sampling moments, CPG is moving far beyond the shelf.

For CPG brands, this is a big signal: The brands winning right now are creating moments people want to be part of, and post about.

Read more here If you want to go deeper on how brands are showing up this season: https://www.bevnet.com/news/2026/marketing-electrolit-monster-head-to-stagecoach-biolyte-unveils-first-national-campaign/?utm_source=chatgpt.com

While the performances at are the main draw, the brand activations have become just as compelling over the years. This year’s standouts felt less like marketing moments and more like experiences built around festival-goers.

The standout lesson from was the power of authentic integration.

Check it out:https://retailboss.substack.com/p/the-top-10-brand-activations-of-coachella

In it’s not just about awareness, it’s about relevance.

Best Damn Root Beer is a 5.5% ABV hard root beer from Anheuser-Busch, developed as an easy-drinking, sweet ale aged on real vanilla beans. For this client, we developed and executed a full-year digital + social playbook centered around education and usage occasions. Helping to bridge the gap between the physical product and real-life consumption moments.

Looking to build a strategy that actually drives results? Let’s connect–wearealexander.com

is entering a new era, bringing in Dua Lipa alongside longtime ambassador George Clooney to expand its reach across generations.

It’s not just a celebrity play, it’s a full-funnel brand evolution. They’re expanding from a legacy, premium audience to capture hashtag without losing what made the brand iconic.

This is what modern brand building looks like:
• Cultural relevance through talent
• Innovation in product & packaging
• Omnichannel ex*****on across retail, digital, and experiential

We're seeing that growth doesn’t come from choosing between audiences, it comes from building a brand that connects with both.

READ the full article here: https://www.adweek.com/brand-marketing/gen-z-fave-dua-lipa-joins-george-clooney-as-nespressos-global-ambassador/

POLL: What do YOU think is the most effective way for legacy brands to win with Gen Z?

A. Influencer/celebrity partnerships
B. Product & packaging innovation
C. Digital/social-first storytelling
D. Retail & experiential activations

Cast your vote below.

Gen Z Fave Dua Lipa Joins George Clooney as Nespresso's Global Ambassador Brands says pop star will help it usher in a ‘new era’, but insists Clooney isn’t leaving.