LA28 Can Build Brand Strength From the Inside
During the panel discussion Made in America — How LA28 Is Rewriting the Rules of Sports Marketing, presented at Sport Beach during Cannes Lions 2026, the conversation showed how a major partnership can build more than external visibility. Sponsorships like LA28 can give employees a clearer connection to the brand’s purpose, values, and role in […]
How LA28 Sponsors Can Demonstrate Real ROI Behind Olympic Investment
Olympic sponsorship comes with scale, cultural relevance, and visibility that few properties can match. According to BERA data, the Olympics rank as the most loved sporting event in the United States among adults 18-34, topping the Super Bowl, World Series, NBA Finals, Stanley Cup, and World Cup. That level of attention gives sponsors a strong […]
LA28 Sponsors Need to Give Fans a Reason to Engage
Fans actively engage with brands during the Olympics, but the strongest relationships are built by giving consumers something worth engaging with. BERA’s LA28 sponsorship research found that a majority of consumers enjoy when brands are closely integrated into the Olympic viewing experience, especially when sponsors provide behind-the-scenes athlete content, travel or ticket packages, athlete stories, […]
LA28 Will Change How Olympic Audiences Are Reached
LA28 will be a much more distributed viewing experience than past U.S. Olympics. People still want the scale and spectacle of the Games, but they now expect to follow the Olympics across streaming, TV, highlights, social video, creator content, and shared viewing moments. BERA’s LA28 sponsorship research found that 77% of consumers plan to follow […]
The New Brand Perception Gap: How AI Changes the Way Brands Are Understood
Marketers have always understood that perception drives growth. Familiarity creates mental availability, meaningfulness creates relevance, and uniqueness protects a brand from becoming interchangeable. Most brand strategy, media investment, and creative work ultimately serve the same goal: shaping how people understand and value a company over time. A growing share of those perceptions now forms inside […]
The FIFA World Cup Audience Defined
BERA.ai’s data on FIFA World Cup brand positioning gives marketing and communications teams a clearer picture of where the strongest audience alignment exists and where opportunities still remain. How Audiences Perceive the FIFA World Cup At a broad level, the World Cup scores strongly on attributes tied to Universal Connection and Sophistication, indicating that audiences […]
Bold, Beautiful, and Divisive: What the Data Says So Far About Jaguar’s Rebrand
In November 2024, Jaguar embarked on a bold journey to redefine its identity and reshape its future. The luxury automaker unveiled a striking rebrand, signaling a commitment to sustainability and innovation with all-electric, ultra-luxury automobiles priced at $100k+ to shed outdated perceptions and attract wealthy young buyers. This move, aimed at repositioning Jaguar for a […]
Why Personal Connection with Gen Z Is Becoming an Advantage for Payment Brands
Payment brands are often framed as purely functional, shaped by speed, security, and access rather than identity or emotion. The data, however, suggests that for Gen Z, personal connection matters a lot to the strength of a brand and its contribution to business outcomes. BERA’s analysis across more than 2,000 brands shows that among Gen […]
How “Great Jeans” Reignited American Eagle With Gen Z
In July 2025, American Eagle launched its “Sydney Sweeney Has Great Jeans” campaign and immediately entered the center of cultural debate. Some audiences interpreted the creative as a confident, product-focused denim ad built around celebrity visibility, while others questioned its tone and timing. Public reaction was divided, yet the brand data reveals that the most […]
How to Build Brand Equity With Partnerships
When two brands come together with the right intent, they can expand reach, shift perception, and create stronger connections with the audiences that matter most. That’s why partnership investment continues to rise across industries, even as marketing teams face more pressure to prove impact. At the same time, many organizations still struggle to measure what […]