Food Branding News of 2025

While there were numerous brands that made news during 2025 due to name changes, logo changes, and entire brand refreshes, how many FOOD brands can you recall that transformed themselves and made news?

Here's a recap of the memorable food industry brands that made brand marketing news during 2025:

FLAVOR OF THE YEAR (JANUARY)

McCormick & Company, the top-selling maker or seasonings and spices, announced its 2025 Flavor of the Year, Aji Amarillo, a pepper native to South America featuring fruity, tropical notes with moderate heat.

HEALTH WARNING LABELS ON ALCOHOL (JANUARY)

U.S. Surgeon General Vivek Murthy called on Congress to require health warning labels that inform consumers about the link between alcohol consumption and the risk of cancer. He released a new advisory detailing how drinking alcohol increases the risk of developing seven types of cancer: breast, colorectal, esophagus, liver, mouth, throat, and voice box (larynx).

BAN OF RED DYE (JANUARY)

According to Good Housekeeping, "The U.S. Food and Drug Administration (FDA) revoked the use of Red Dye No. 3 in food and ingested drugs as of January 15th. Over 20 consumer advocacy groups had argued for the removal of Red Dye No. 3 from food and dietary supplements citing studies that high doses of the color additive had been linked to cancer in rats. The move follows California's 2023 ban, which prohibits the sale of foods containing Red Dye No. 3 in the state starting in 2027, and aligns the U.S. with much of the world, including the European Union, Australia and New Zealand, where the dye is already restricted."

CHEETOS OTHER HAND (JANUARY)

According to Marketing Dive, "Cheetos is extending its Other Hand marketing campaign with a custom font timed to National Handwriting Day (January 23). Other Hand centers on people who only use their dominant hand to eat Cheetos, leading to mishaps. The Other Hand Font is deliberately wonky looking, allegedly created by designers relying on their non-dominant hand while indulging in a bag of the puffed cheese snacks."  

SUBWAY AND OREO (FEBRUARY)

Subway partnered with OREO to create Subway's first Footlong Cookie collaboration. (February)

PRICE OF CHOCOLATE (FEBRUARY)

CNN reported that, "The price of cocoa hit a record high of $12,646 per metric ton in December. Years of bad weather in the key cocoa-producing region of West Africa and the cocoa swollen shoot virus disease hampered production. In the last two years, the cost of manufacturing chocolate has increased by more than 167 percent, according to the Producer Price Index. (So) it will be harder to find sweet deals on chocolate this Valentine's Day."

PRICE OF EGGS (FEBRUARY)

Due to the bird flu, the cost of eggs increased. Some supermarkets could not stock enough eggs on their shelves. Some stores, such as, Costco, instituted a purchase limit. And, some buyers traveled to Mexico to purchase eggs, which became illegal activity because it's against the law to transport eggs into the United States. And, some restaurants, if they even serve egg dishes, implemented a surcharge due to the supply shortage.

KFC LEFT KENTUCKY (FEBRUARY)

The fast-food brand formerly known as KENTUCKY FRIED CHICKEN (now KFC) left KENTUCKY. Yum! Brands, KFC's parent company, moved approximately 100 employees from its current corporate headquarters in Louisville, Kentucky, to Plano, Texas. There, it joined another Yum! Brands fast-food chain, Pizza Hut. KFC said the move was "a strategic decision to foster greater collaboration among brands and employees."

THE LEO SANDWICH (MAY)

Portillo's, the Chicago-based hot dog and sandwich chain, named one of its sandwiches "The Leo" after the new Pope, who was born in Chicago. The sandwich was available during the month of May. According to the restaurant, "In the name of the gravy, the bun, and hot giard, we introduce The Leo: a divinely seasoned Italian beef, baptized in gravy and finished with the holy trinity of peppers — sweet, hot, or a combo. The Leo is Portillo's original "sacred sandwich" that is made in honor of a moment that's historic for Portillo's hometown."

MACARONI & CHEESE NECKLACE (MAY)

According to The Pioneer Woman, "If you're a food lover, you probably know that food accessories are a thing. There are butter rugs for your home, ranch dressing ornaments for your Christmas tree, and there are countless jewelry options from hamburger earrings to sweet treat charm bracelets. So it shouldn't be too surprising that Kraft got in the game. After all, they have so many ubiquitous brands that Americans know and love. And their new collab is anything but cheesy! You can now buy the Kraft Mac & Cheese Forever Macaroni Necklace, a 14-karat gold noodle on a delicate 16-inch chain over at Ring Concierge, the luxury jewelry retailer. It's no accident that this limited-edition release is here in time for Mother's Day. After all, who would appreciate a unique gift more than the woman who probably served you countless servings of the golden goodness over the years? And get this: While Ring Concierge is known for being more high-end, the necklace costs only $25!"

BURGER KING AND MOVIE-THEMED MENU ITEMS (MAY)

Burger King partnered with the "How to Train Your Dragon" movie to create menu items inspired by the movie.

NO MORE FREE BREAD AT RESTAURANTS (MAY)

According to Food & Wine, "There's something undeniably magical about that moment at a restaurant when a basket of warm, complimentary bread arrives at your table. It's a simple gesture, but it feels like a little celebration: a soft roll, a crisp heel of sourdough, maybe even a golden square of focaccia, all arriving before you've even ordered." But now, some restaurants are beginning to charge for that bread basket.

OSCAR MAYER'S WIENERMOBILES (MAY)

According to Marketing Dive, "The Wienie 500 took place two days before the Indianapolis 500, a race where fans consume nearly 30,000 hot dogs, per press materials, and is intended to mark the official kick-off of summer. The Wienie 500 is part of a partnership between Oscar Mayer and Indianapolis Motor Speedway that names the brand the official hot dog of both the speedway and the Indianapolis 500 - and also represents the first time all six of the brand's hot-dog-shaped vehicles will be in the same place at the same time in over a decade."

COCA-COLA AND SUGAR (JULY)

According to CBS News, "Coca-Cola plans to launch a beverage for the U.S. market with cane sugar instead of high-fructose corn syrup. The new product will use cane sugar produced in the U.S. and will expand its product range. Coca-Cola already makes soda with cane sugar in Mexico, where it's sold in glass bottles. Coke's U.S. cola formula uses high-fructose corn syrup."

ARRIVAL OF PUMPKIN SPICE (AUGUST)

Pumpkin Spice Latte arrived at Starbucks on August 26, which was still summer, but isn't this a fall and winter drink?

PUMPKIN FLAVOR FATIGUE (SEPTEMBER)

Restaurant Business reported, "There’s no doubt fans eagerly welcome the return of pumpkin spice latte. It’s since been joined by pumpkin cold brew, bubble tea, chai, Americano, mocha, and even pumpkin cold foam. If a coffee chain or beverage concept doesn’t offer one or more pumpkin drinks this time of year, they could easily lose business to a competitor. Smoothies, concretes, thick shakes, and other sippable or spoonable treats also make sense as pumpkin vehicles. So do ice cream, baked goods, and desserts. All pair well with pumpkin and the sweet spices associated with it: cinnamon, nutmeg, and cloves. But has the trend gone too far when pumpkin spice chicken wings and pumpkin bagels with pumpkin cream cheese hit the menu? There is evidence that consumers are starting to suffer from pumpkin fatigue. New research from Rubix Foods, a flavor and functional ingredient company, indicates that 47 percent of consumers say pumpkin is overrated, and 25 percent are completely over it (especially Gen Xers and Boomers). That said, pumpkin remains one of the most recognized and craved seasonal flavors, with 15 percent saying it’s actually underrated."

CRACKER BARREL DRAMA (AUGUST AND SEPTEMBER)

The restaurant brand Cracker Barrel announced a new streamlined logo. However, there was so much uproar, including comments from the White House, that the brand ditched the new logo, returned to using its old logo, scrapped plans to redesign its restaurants — and then, while not a surprise, fired its design agency.

KRAFT HEINZ TO SPLIT (SEPTEMBER)

Kraft Heinz, one of the largest food conglomerates, announced that it would split into two companies. After the split, the first company will keep some of the fastest-growing categories, such as sauces and condiments, and will carry brands Heinz, Philadelphia, and Kraft Mac & Cheese. The second company will include the slower-growing grocery business, including brands such as Oscar Mayer, Maxwell House, Capri Sun, and Lunchables. Current CEO Carlos Abrams-Rivera will remain with the second company.

BEST AMERICAN CITIES FOR COFFEE (SEPTEMBER)

Personal finance company WalletHub compared the 100 most populous cities in the U.S. across various metrics, including the average price per bag of coffee and the number of affordable coffee shops rated 4.5 stars or higher per capita to determine the most ideal conditions for coffee fanatics. Here's the list of the top 5 U.S. cities for coffee fans in 2025:

(1) Portland, Oregon

(2) Orlando, Florida

(3) Long Beach, California

(4) Miami, Florida

(5) Seattle, Washington

DOMINO'S (OCTOBER)

Domino's unveiled a new look. USA Today reported, "Domino's is cooking up a new branding look and sound with a bolder color scheme and a new jingle created with help from a Grammy-nominated musical artist. The pizza delivery company is adding splashier reds and blues to its pizza boxes – and adopting a black and metallic gold motif for the pizza boxes used to deliver its Handmade Pan and Parmesan Stuffed Crust pizzas. The new, thicker “Domino’s Sans” font spells out a tweak to the company name (“Dommmino’s") in some spots."

LAY'S POTATO CHIPS (OCTOBER)

Lay's potato chips unveiled a new look. PepsiCo announced the largest brand redesign in Lay’s nearly 100-year history. The company said the new Lay’s visual identity features a warmer and more distinct sun. Sun rays, or ‘Lay’s Rays,’ beam from the logo, a nod to the light that helps potatoes grow. There is also a refined color palette that is based off the ingredients of Lay’s recipes, and close-up visuals that highlight the golden color, crisp texture and seasoning of each chip. Lay’s describes the new packaging as letting the "potato itself and rich farm imagery take center stage." But Lay’s isn’t just updating the look of its products – it’s also ensuring that they are made with cleaner ingredients, aligning with the White House's health goals under its “Make America Healthy Again” initiative, as well as updating its packaging.

MAXWELL HOUSE AKA MAXWELL APARTMENT (OCTOBER)

Maxwell House Coffee became Maxwell Apartment Coffee for a limited time. According to the brand's website, "Today, Maxwell House rebrands to “Maxwell Apartment” to meet the needs of today’s consumer and remind fans that the brand is synonymous with great tasting, affordable coffee. In a time where value matters now more than ever, Americans seek value in areas of their everyday, including where they live with nearly a third opting to rent versus purchase a home. To celebrate, the brand is offering consumers even more value with a 12-month “lease” of Maxwell Apartment, designed to stock up coffee lovers nationwide. Beginning on National Coffee Day (September 29), Maxwell House’s 12-month “lease” offer of Maxwell Apartment coffee is available on Amazon.com while supplies last. For under $40, fans can stock their pantry with a full year of coffee designed to save coffee enthusiasts more than $1,000 annually, compared to daily cafe runs, which on average can add up to more than $90 per month. Along with the rebranded canisters, the year-long supply of coffee will come with an official Maxwell Apartment “lease” to sign."

KAHLUA AND DUNKIN' (OCTOBER)

Kahlua and Dunkin' partnered to introduce Kahlúa Dunkin’ Caramel Swirl Cream Liqueur, the latest addition to Kahlúa’s permanent line of thoughtfully crafted liqueurs, marking Kahlúa’s largest investment in the cream liqueur category and Dunkin’s very first foray into cream liqueur.

PILLSBURY DOUGHBOY’S HOME (OCTOBER)

According to MarketingDive, “Pillsbury is celebrating the 60th anniversary of its Doughboy mascot with an interactive experience powered by augmented reality (AR). Consumers can scan packages of Pillsbury products and visit a mobile website to explore the pillowy character's abode.The General Mills brand also listed the Modern Doughhouse Revival on real-estate site Zillow with an asking price of 1 million "biscuits." The campaign was inspired by a pitch made on a recent episode of Jimmy Fallon’s new advertising competition show."

HEINZ SQUEEZABLE LEFTOVER GRAVY (NOVEMBER)

According to FoodDive, "Heinz wanted to make the day after Thanksgiving a little easier for consumers with a squeezable gravy bottle designed for refixing leftovers. The brand introduced a limited-edition Leftover Gravy condiment to enhance leftover sandwiches. The condiment was available on Walmart's website for a limited-time. A Harris Poll found 94 percent of Americans craft Thanksgiving leftover sandwiches, and nearly half agree that gravy is considered a must-have ingredient. Heinz, which is the market leader in gravy, said it is doubling down on the condiment and trying to appeal to a growing demographic of millennial hosts who are redefining holiday celebrations."

Jamie Mack, Associate Director of Brand Communications for Heinz U.S., said, "While HEINZ Gravy has always been a fan favorite on the Thanksgiving table, we decided to focus our attention on the day after ritual — because we all know leftovers are the best part and our unmistakably rich and smooth gravy makes them that much better."

LINDT FLOAT IN MACY'S DAY PARADE (NOVEMBER)

According to Lindt's website, "Lindt & Sprüngli, the leading premium chocolate company renowned for delivering enchanting chocolate experiences, is proud to announce the debut of the Lindt "Master Chocolatier Ballroom" float on Thursday, November 27th in the 99th Macy’s Thanksgiving Day Parade. Alongside larger-than-life balloons, talented performance groups and festive surprises and delights, LINDOR brand’s new float will bring its signature smooth-melting chocolate bliss to millions of viewers as part of one of the world’s most beloved holiday traditions. The Lindt Master Chocolatier cordially invites you to the Ballroom for an indulgent experience where troubles melt away and decadence is centerstage. As you’re whisked away to the dance floor, notice the golden lace ironwork that mimics the wrapper of a LINDOR Truffle and the grand spiral staircase topped with an enchanted centerpiece - an ode to LINDOR's origins as a holiday ornament."

TARGET AND STARBUCKS (NOVEMBER)

CNN reported, "Two of America’s most embattled retail chains are working together to drum up some excitement during the holiday season. A Frozen Peppermint Hot Chocolate drink was available exclusively at Starbucks cafes inside Target stores. The vast majority of Target’s 2,000 locations include a Starbucks, but this was the first-ever holiday drink collaboration between the two brands."

FIREHOUSE SUBS' HOLIDAY PROMO (NOVEMBER)

MediaPost reported, "The chain launched the Firehouse Subs Gravy Extinguisher, a bright red mini-dispenser that sprayed out gravy rather than any actual extinguisher agent. Firehouse said it would donate 100 percent of proceeds from the sale of the extinguisher to the Firehouse Subs Public Safety Foundation, the chain’s nonprofit arm, which has donated over $100 million in lifesaving equipment and needed resources to first responders and public safety organizations across North America. The extinguisher is priced at $20, in honor of Firehouse Subs Public Safety Foundation’s 20th anniversary, and was available online at FirehouseGravyRescue.com for a limited time."

TORANI'S FLAVOR OF THE YEAR FOR 2026 (NOVEMBER)

According to FoodDive, "Specialty syrup manufacturer Torani declared its flavor of the year for 2026: FOREST PINE. Every year since 2022, Torani produces a flavor meant to predict the next big taste trend among consumers. The choice of forest pine for 2026 reflects growing demand for botanical flavors and nature-inspired, sensory-rich experiences. Forest pine blends flavors of pine, ginger and sage with the goal of capturing "the essence of the outdoors." The flavor will be added to Torani’s Puremade syrup lineup, which uses cane sugar and colors from natural sources. Although pine is typically associated with the winter season, Torani said its flavor is meant to be enjoyed all year long. The company said it would dedicate 100 percent of profits from the forest pine syrup to seven nonprofit organizations offering work readiness opportunities, many of them connected to the outdoors."

NAKED DORITOS AND CHEETOS (NOVEMBER)

According to Delish, "Innovation isn’t just a buzzword at PepsiCo, it’s in our DNA. Today, we’re taking one of our boldest steps yet with the launch of Simply NKD, a reinvention of iconic Doritos and Cheetos flavors — now made with no artificial flavors or dyes, and completely colorless."

The term "naked" (NKD) is used to tap into growing consumer skepticism about processed foods and appeal to those who want the indulgence of junk food without the "guilt" of artificial additives. It's designed to be an "additive option, not a replacement" for the original products.

Rachel Ferdinando, CEO of PepsiCo Foods U.S., explained, "Rest assured, our iconic Cheetos and Doritos remain unchanged. NKD is an additive option, not a replacement, introduced to meet consumer demand. This move underscores our commitment to flavor leadership, demonstrating that our taste remains strong even without visual cues. As part of our broader transformation, we are expanding choices while still protecting our iconic brands. More choices, same flavor, same brand power."

Hernan Tantardini, CMO of PepsiCo Foods U.S., explained further, "No color, no artificial flavors, same intensity — that’s Simply NKD. Doritos and Cheetos are pioneering a snacking revolution, or a renaissance, if you will. We are reinventing our iconic — and most famous — brands to deliver options with the bold flavors fans know and love, now reimagined without any colors or artificial flavors."

According to Luca Cian of the University of Virginia’s Darden School of Business, who assessed these product changes from a marketing and consumer behavior perspective, "This is a high-stakes branding challenge. The iconic orange color of Doritos and Cheetos isn’t just visual; it’s deeply embedded in consumers’ multisensory brand experience. My research on color engagement shows that colors elicit strong emotional responses. Longer-wavelength hues like orange could induce excitement and appetite stimulation, which is precisely why they’ve been so effective for snack foods. Research demonstrates that color alone accounts for a big part of product acceptance or rejection, and can increase brand recognition by 80 percent. When you remove such a distinctive visual cue, you’re asking consumers to recategorize a beloved product. The challenge isn’t just about convincing people it tastes the same – it’s about managing the loss of visual salience. On crowded store shelves, the bright orange packaging acted as a bottom-up attention grabber. The new light-colored chips will need to work harder to capture consumer attention and maintain that same excitement response."

MCCORMICK'S FLAVOR OF THE YEAR FOR 2026 (DECEMBER)

Since 2000, the McCormick Flavor Forecast has identified the global trends shaping the future of flavor.  According to the brand's website on December 9th, "For 2026, we’re celebrating Black Currant as the Flavor of the Year. Black Currant berries are native to central and northern Europe and northern Asia. They combine tart-and-tangy with a sweet, fruity flavor that's earthy, slightly floral, and herbal. The dark purple fruit has been popular for centuries in specific regions as an ingredient in jams, syrups, candies, desserts, drinks, and liqueurs. It's quickly gaining popularity and is forecast to show up on global menus soon."

Tabata Gomez, Chief Marketing Officer of McCormick, said, "Black Currant is the next 'it' berry on the scene. For 26 years, McCormick and Flavor Forecast have been ahead of the intersection of food and culture. This year we're doing more than predicting a flavor; we're having a year-long celebration of Black Currant, a bold, sophisticated flavor that combines sweet with savory and elevates the experience of any dish."

Hadar Cohen Aviram, Executive Chef at McCormick, said, "Black Currant is gaining attention in kitchens, prized for its vibrant intensity, infusing everything from savory reductions and sweet pastries to modern mixology with bold, sophisticated flavor. Rooted in history and bursting with benefits, Black Currant shines in kitchens, cocktails, and beyond."

RESTAURANT VIBE (DECEMBER)

Food Business News reported, "As consumers continue to seek value in foodservice, Dine Brands Global, Inc. said it is differentiating itself through strategically discounted menu options and a more appealing “vibe” in a full-service setting, helping to close the gap between quick-service restaurants (QSR) — often a value-seeker’s first choice — and Dine’s IHOP and Applebee’s brands.

According to John Peyton, chief executive officer of Dine Brands, "The definition of value has changed over the last couple of quarters. It started about a year and a half ago when inflation really kicked in, where guests wanted to know the full cost of the meal. What we’re seeing now...is they’re equally focused on what they’re calling 'the vibe.' That’s literally a word they’re using over and over again in what they say to us. And their point of view is, 'When I make a decision to leave my house to eat, which is a big decision these days...I not only want great value in terms of good food and abundant portions at a great price, I want to be served and entertained and taken care of in a fresh, clean, fun restaurant.'"

And according to Lawrence Kim, president of Dine Brands Global, "We like to say we shout value from the mountaintops to get them into the restaurants...We get them in for the value, but they see all the other items (on our menu) and they’re tempted and, you know, they’re loving them.”

FLAVORS VERSUS TASTE (DECEMBER)

Food Business News reported, "Spicy is not going away. Neither is Dubai chocolate. Both, however, are evolving into more meaningful flavor profiles. Seasonal limited-time flavors will remain popular in 2026, as they provide comfort and joy. It will happen even as pumpkin spice has lost some traction, but that’s only because other familiar autumn-related flavors like apple pie and maple were marketed aggressively. And, while there’s heightened awareness and a growing push against ultra-processed foods, which include many foods and beverages featuring custom flavors, there is still significant demand for the products. Having them be more authentic and relatable may be a growing trend in 2026.

Suzy Badaracco, president of the market research company Culinary Tides, Inc., explained, "We’re seeing the pendulum swing from excess to equilibrium; food that restores, not performs. (Look for flavors that come full circle. We’ll see heritage ingredients like teff and bone broth return with purpose, a new wave of tangy brightness from verjuice and pickled fruit, and subtle profiles like smoked citrus and green spice redefining what ‘flavorful’ really means."

Eric Davis, vice president, food and beverage, MorganMyers, Milwaukee, said, "Flavor is one piece of how we experience food. It’s cultural. It’s psychological. It evokes nostalgia and cues comfort. It brings us into community, whether that’s around the dinner table or with the latest viral video. What’s trending in food flavor says as much about who we are as what we crave."

According to MorganMyers’ 2026 Food & Flavor Trends Report, "The “who” includes gender, age, life stage, ethnicity and more. It makes it paramount to know who the target consumer is so the products meet their flavor expectations. Davis explained further, "Each generation brings its own style of interest to the table. Gen Z lives for global spice and social buzz. Millennials and Gen X want something new that still fits dinner on a weekday night. They want flavors that balance between novelty and practicality. Boomers are loyal to classic flavors and seasonal favorites."

Jennifer Zhou, global product marketing senior director, flavors and citrus, ADM, Chicago, said, "Consumers’ deep need to feel safe and in control will be exhibited through how they choose the foods and beverages that help them cope. One approach is through authentic well-being. This is when flavors, and increasingly colors, are powerful cues that shape consumer perceptions of a product’s health and wellness benefits as they seek daily solutions to level-up their well-being, even within cost constrained environments."

Zhou’s comment supports the "sweet, but make it mindful" prediction for 2026 from Whole Foods Market, a business unit of Amazon.com, Inc. Having a sweet tooth will never go out of style, but people have become more mindful of their sugar intake, according to Whole Foods. It’s fueling innovations where sweetness is associated with a flavor like honey, maple, or fruit.

Experiential and specific flavors that are trending also are coming from inside the United States. They complement the trend of “flavors that have come full circle,” and examples include New York cheesecake as an ice cream flavor, Chicago-style hot dog as a chip seasoning, and Philly cheesesteak bagel spread. They are nostalgic flavors that provide comfort in a new format.

Zhou explained, "Say goodbye to adulting (the practice of behaving in a way characteristic of a responsible adult, especially the accomplishment of mundane but necessary tasks). Consumers are craving the past in the future and the positive emotions of escapism. Formulators are wise to honor the familiar as a springboard for safe innovation. Exploration grounded in familiarity allows hybrids and new twists of classics to keep nostalgia and innovation alive for risk-conscious consumers."

MORGANMYERS "IT" FLAVOR OF 2026 (DECEMBER)

In addition, the MorganMyers’ report identified hojicha, a Japanese roasted green tea known for its nutty taste as the "IT" flavor of 2026. It is low in caffeine and high in antioxidants, and according to Eric Davis, "Its health and wellness benefits coupled with its sweet-and-smoky flavor profile have catapulted this green tea into other product categories, from lattes and ice cream to savory sauces and baked goods."

KRISPY KREME (ALL YEAR)

Doughnut brand Krispy Kreme partnered with a myriad of partners to create special doughnut collections: Pop Tarts, Hulu, Hershey's, Pebbles, Bandi Namco Entertainment America, Inc. (PAC-MAN), Warner Bros. Discovery Global Consumer Products, Crocs, Universal Studios (Harry Potter Back to Hogwarts Collection), and Peanuts.

Did these changes cause you to purchase more or less? Did these changes stand out in your mind? Were they good strategic decisions? What food brands will stand out during 2026? Tune in next January for a recap.

SHARE THIS: The only time to eat diet food is while you're waiting for the steak to cook. ~Julia Child #FoodBrandingNews #BrandExperience #DebbieLaskeysBlog

SHARE THIS: A party without cake is really just a meeting. ~Julia Child #FoodBrandingNews #BrandExperience #DebbieLaskeysBlog

Image Credits: Cracker Barrel, Heinz, and PepsiCo.

Memorable Brand Storytelling on Instagram during 2025

Many brands use Instagram to tell their stories and engage their customers, fans, and followers. To these brands, I applaud you. However, there are some brands that outshine all others with their posts that align with stories that dominate the mainstream news. To these brands, I salute you for your quick and timely posts.

Sherwin-Williams is a brand that shares content quickly based on the news of the day - and does it amazingly well! Brands can learn a myriad of lessons from Sherwin-Williams about brand storytelling, social media marketing, social media engagement, social listening, and social metrics.

Without further ado, here are my favorite picks from Sherwin-Williams' posts on Instagram during 2025.

NOVEMBER

Arrival of WICKED: FOR GOOD in movie theaters

"You're trying to pick between two wickedly good colors: green, pink, green, pink."

NOVEMBER

The colors of the Northern Lights

"Did Mother Nature paint the skies where you live this week?"

FALL - OCTOBER

Colors of fall

"Which seasonal color will you fall for?"

SUMMER - JUNE

Lemonade

"Savor summer with our June color of the month. Try icy lemonade on cabinets, walls, and furniture."

MAY

Mother's Day

"Don't forget to send flowers. Happy Mother's Day."

MARCH

St. Patrick's Day

"No luck needed. Find your next paint color with help from our Color to Go samples."

What brand impressed you with its timely posts on Instagram during 2025? Chime in and share.

SHARE THIS: People think in stories, not statistics, and marketers need to be master storytellers. ~Arianna Huffington #BrandStorytelling #DebbieLaskeysBlog

Image Credits: Sherwin-Williams via Instagram.

Tips to Transform a Personal Brand

Have you heard what's happening today? Today's the day that the nominations are announced for the 2026 Oscars. And mark your calendar for March 15th, because that's the date of the 98th Academy Award ceremony at the Dolby Theatre in Hollywood, California.

Actors and actresses may be famous but they're also everyday people. So when atypical events happen, we tend to forget that fact — and hold them to a different and sometimes higher standard.

Let's travel back in time to 2013 when Oscar-winning actress Reese Witherspoon was arrested in Atlanta, Georgia. According to Google, "Witherspoon and her then-husband, James Toth, were stopped by an Atlanta police officer who suspected Toth was driving under the influence. While the officer was with Toth, Witherspoon was told to stay in the car but, instead, got out of the car and said, "Do you know my name? You're about to find out who I am. You're about to be on national news." She was then handcuffed and arrested for disorderly conduct and obstruction. 

The next day, Witherspoon released a statement apologizing for her behavior to police, "I clearly had one drink too many and am deeply embarrassed about the things I said. It was definitely a scary situation and I was frightened for my husband, but that is no excuse. I was disrespectful to the officer who was just doing his job. I have nothing but respect for the police, and I'm very sorry for my behavior."

However, should one bad act define a famous person's personal brand?

Let's see what Witherspoon has done since that incident. Here are some highlights.

She created a production company named "Hello Sunshine" with a focus on telling female-driven stories on film, TV, and digital platforms.

She created a reading group named "Reese's Book Club." According to her website, "It all started with Reese Witherspoon’s love of reading. She wanted to connect with fellow readers by sharing stories centered around women to elevate their voices. She began sharing her monthly reads, and the world caught on. Now, we invite you to join the journey." Each month, Witherspoon chooses a new book, and since its founding in 2017, the club has gained a reputation for boosting the careers of female authors. The book club has over three million followers on Instagram, and more than 70,000 followers on Facebook. Reese's Book Club has gained a reputation for boosting the sales of its Book Club Picks. As of 2019, no Book Club Picks had sold fewer than 10,000 copies, and novels selected as Book Club Picks reportedly outsell other fiction books by 700 percent.

While Witherspoon is probably best known for her performance in "Walk the Line" because she won the Academy Award for Best Actress for her portrayal of June Carter Cash in the 2005 biographical musical film, a different movie role stands out to me: from her portrayl of Carrie in "The Good Lie" in 2014. While fictional, the movie depicted real-life experiences of Sudanese refugees who fled their homes during the Second Sudanese Civil War, walking thousands of miles to a refugee camp and eventually being resettled in the United States.

Witherspoon also founded a clothing line in 2015, Draper James. The brand aimed to "emphasize her southern roots and personal style," and the name was in honor of her grandparents, Dorothea Draper and William James Witherspoon. On September 6, 2023, private investment firm Consortium Brand Partners acquired the brand.

And most recently, in late-2025, Witherspoon partnered with internationally-known thriller author Harlan Coben to co-write a novel, Gone Before Goodbye. An interesting note, if you choose to listen to the audio version, Witherspoon voices the main character Maggie and leads a full cast. According to the book's description, "The story follows Maggie McCabe, a highly skilled Army combat surgeon whose life has unravelled after a series of personal tragedies leaves her without her medical licence. At rock bottom, she’s offered a second chance — an off-the-books position treating high-paying, anonymous clients who demand perfection and secrecy. What begins as an opportunity to reclaim her sense of purpose quickly thrusts her into a dangerous world of wealth, power, and conspiracy, where morality is optional and the truth could cost her everything."

So, what do you think? Has Reese Witherspoon transformed her personal brand? She created a production company, a reading group, and co-wrote a book — and she continues to act. She has provided a myriad of tips to transform a personal brand based on creativity, reading, learning, and audience-building. So yes, it looks like she's successfully transformed her personal brand.

SHARE THIS: All of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called YOU. ~Tom Peters #PersonalBranding #DebbieLaskeysBlog

SHARE THIS: Be yourself, everyone else is already taken. ~Oscar Wild #PersonalBranding #DebbieLaskeysBlog

Image Credit: Amazon.

Read an interview with Reese Witherspoon and Harlan Coben in Forbes:

https://www.forbes.com/sites/rachelburchfield/2025/11/17/reese-witherspoon-and-harlan-coben-were-terrified-before-their-novel-gone-before-goodbye-was-released-nothing-wrong-with-being-a-little-scared/

Check out Reese's Book Club:

https://reesesbookclub.com/

"Top 10" New Year's Resolutions for Leaders for 2026

Esteemed leadership expert (and my friend) Eric Jacobson wrote a post in December 2023 entitled, "70 New Year's Resolutions for Leaders." During January 2024, I chose ten from the list and featured them in a post, and then again, in January 2025, I chose another ten and featured them in a post. 

Since Eric's list included 70 resolutions, and New Year's resolutions are on many people's minds this month, I thought I'd revisit Eric's post and choose my "Top 10" New Year's Resolutions for Leaders for 2026. With much applause to Eric, here we go:

[1] Reward how a performance is achieved and not only the performance.

[2] Say "thank you" and sincerely mean it.

[3] Follow through when you promise to do something.

[4] Hire to complement, not to duplicate.

[5] Share bad news, not only good news.

[6] Start meetings on time.

[7] Support mentoring - both informal and formal mentoring.

[8] Don't delay tough conversations.

[9] Have an open door policy.

[10] Do annual written performance appraisals.

And because I've been a passionate reader my entire life, I will repeat (and always include) this annual resolution: "Read leadership books to continue your leadership journey." Don't forget to read works of fiction because they ALSO contain important leadership lessons.

Lastly, here's one of Eric's favorite quotes from a previous appearance on my blog:

SHARE THIS: Leaders are measured by the caliber of leaders they develop, not the caliber of their own leadership. ~John C. Maxell via @EricJacobsonKC #DebbieLaskeysBlog

What are your New Year's resolutions to improve your leadership skills during 2026? Chime in and share.

And lastly, mark your calendar to swing by my blog on February 20th because Eric will join me in celebrating National Leadership Day.

Image Credit: iStock.

Here's the link to Eric's original post. Print it and frame it on your wall!

https://ericjacobsononmanagement.blogspot.com/2023/12/70-new-years-resolutions-for-leaders.html

Read my "Top 10" New Year's Resolutions for Leaders for 2025 (January 2025)

https://www.debbielaskeysblog.com/2025/01/top-10-new-years-resolutions-for.html

Read my "Top 10" New Year's Resolutions for Leaders for 2024 (January 2024)

https://www.debbielaskeysblog.com/2024/01/top-10-new-years-resolutions-for-leaders.html

Read Eric's last appearance on my blog, SPRING LEADERSHIP SERIES 2025 (March 2025)

https://www.debbielaskeysblog.com/2025/03/spring-leadership-series-2025-featuring_01077719335.html

Words and Terms that Told the Story of 2025

While many marketing and news commentators (including this blogger) have talked about the people, food, brands, films, books, colors, flavors, and notable deaths that made news during 2025, let's not forget the memorable words and terms that told the story of 2025.

SHARE THIS: The difference between the right word and the almost right word is the difference between lightning and a lightning bug. ~Mark Twain (via Emily Aborn) #WordsoftheYear #DebbieLaskeysBlog

CAMBRIDGE DICTIONARY

Cambridge Dictionary, whose tagline is "Where Your World Grows," announced "Parasocial" as its 2025 word of the year: involving or relating to a connection that someone feels between themselves and a famous person they do not know, a character in a book, film, TV series, etc., or an artificial intelligence. The adjective was chosen because, according to the dictionary's website, "As social media intensifies the intimacy that fans feel with their adored celebrities, and with the rise in popularity of AI companions that can take on personalities, the word for these one-way relationships – parasocial – is having its own moment. Colin McIntosh, Cambridge Dictionary Chief Editor, explained, "Parasocial stood out in 2025 for several reasons. Public interest in the term increased massively this year, as we can see from our data: the number of searches for it in the Cambridge Dictionary as well as on Google spiked on several occasions. It’s interesting from a language point of view because it has made the transition from an academic term to one used by ordinary people in their social media posts. And it also captures the zeitgeist of 2025, as the public’s fascination with celebrities and their lifestyles continues to reach new heights."

COLLINS DICTIONARY

Collins Dictionary announced "Vibe Coding" as its 2025 word (term) of the year. According to CNN, "As Collins' definition states, vibe coding is the use of artificial intelligence prompted by natural language to assist with the writing of computer code. Basically, telling a machine what you want rather than painstakingly coding it yourself."

DICTIONARY.COM

Dictionary.com announced "6 7" (pronounced "six-seven" and NEVER "sixty-seven) as its 2025 word (term) of the year. According to Dictionary.com, "The annual pick serves as a linguistic time capsule, reflecting social trends and global events that defined the year. The term's exact origin is a bit unclear. Teachers and parents began hearing kids and teenagers use the term over the course of the year, and some say it can be interpreted as another way of saying "so-so," "maybe this," or "maybe that." Some have linked the term to NBA player LaMelo Ball, who is 6 feet, 7 inches tall."

According to the New York Post, "Despite the accolade, the phrase has no real meaning. And some teachers have even had to ban the phrase from their classrooms after their kids have relentlessly chanted 'Six-seven! Six-seven!'"

And get this story...according to ABC7 News, "In-N-Out kicked the number 67 out of its order system because of the viral 6-7 trend. The fast food chain said kids and teenagers would wait around just to hear it called, and then jump into unruly 6-7 celebrations. Employees confirmed the number hasn't been used for orders for about a month. Now, the order system jumps from 66 straight to 68."

OXFORD UNIVERSITY PRESS

Oxford University Press announced "rage bait" as its 2025 word (term) of the year and provided this definition, "Online content deliberately designed to elicit anger or outrage by being frustrating, provocative, or offensive, typically posted in order to increase traffic to or engagement with a particular web page or social media account. With 2025’s news cycle dominated by social unrest, debates about the regulation of online content, and concerns over digital wellbeing, our experts noticed that the use of rage bait this year has evolved to signal a deeper shift in how we talk about attention — both how it is given and how it is sought after — engagement, and ethics online."

MACQUARIE DICTIONARY

The Macquarie Dictionary, known as an arbiter of Australian English, chose "AI slop" as its word (term) of the year for 2025, a colloquial noun defined as "low-quality content created by generative AI, often containing errors, and not requested by the user." According to the dictionary's announcement, "We understand now in 2025 what we mean by slop — AI generated slop, which lacks meaningful content or use. While in recent years, we’ve learnt to become search engineers to find meaningful information, we now need to become prompt engineers in order to wade through the AI slop. Slop in this sense will be a robust addition to English for years to come. The question is, are the people ingesting and regurgitating this content soon to be called AI sloppers?"

MERRIAM-WEBSTER

Announced on December 15th, Merriam-Webster's editors chose "slop" as its 2025 word of the year and defined the word as "digital content of low quality that is produced usually in quantity by means of artificial intelligence. All that stuff dumped on our screens, captured in just four letters: the English language came through again. The flood of slop in 2025 included absurd videos, off-kilter advertising images, cheesy propaganda, fake news that looks pretty real, junky AI-written books, "workslop" reports that waste coworkers' time...and lots of talking cats. People found it annoying, and people ate it up. Like slime, sludge, and muck, slop has the wet sound of something you don’t want to touch. Slop oozes into everything. The original sense of the word, in the 1700's, was "soft mud." In the 1800's, it came to mean "food waste," and then more generally, "rubbish" or "a product of little or no value." In 2025, amid all the talk about AI threats, slop set a tone that's less fearful, more mocking. The word sends a little message to AI: when it comes to replacing human creativity, sometimes you don't seem too super-intelligent."

FIVE WORDS THAT STOOD OUT DURING 2025 ACCORDING TO MERRIAM-WEBSTER

GERRYMANDER: "Throughout 2025, when Republicans and Democrats used redistricting to increase their electoral advantages, gerrymander became a popular search term.To gerrymander is to divide a state, school district, etc. into political units or election districts that give one group or political party an unfair advantage. The word comes from the name of Elbridge Gerry, an American politician in the late 1700s and early 1800s. Gerry was a signer of the Declaration of Independence and vice president under James Madison, and as governor of Massachusetts he tried to change the shape of voting districts to help members of his political party get elected. His system resulted in some highly irregular and oddly shaped districts, including one (Gerry’s home district) that looked a little like a newt. Upon seeing a map of the bizarre regional divisions, a member of the opposing party drew feet, wings, and a head on Gerry’s district and said “That will do for a salamander!” Another member called out “Gerrymander!” And the term stuck."

TOUCH GRASS: "The idiomatic phrase touch grass means "to participate in normal activities in the real world especially as opposed to online experiences and interactions." The phrase is often aimed at people who spend so much time online that they become disconnected from reality."

PERFORMATIVE: "In the age of social media, when all the world's a cellphone-sized stage, the steep rise in lookups of performative resulted not from any particular news item, but instead from the pervasiveness of what it describes. Performative means made or done for show (as to bolster one's own image or make a positive impression on others)."

TARIFF: "Tariff refers to “a schedule of duties imposed by a government on imported or in some countries exported goods. The word entered English centuries ago, via Italian, and originally came from the Arabic word meaning notification."

CONCLAVE: "This word spiked in lookups after the death of Pope Francis in April, when Roman Catholic cardinals from around the world gathered at the Vatican to elect a successor. This meeting, called a conclave, is how new popes have been selected since the 13th century. The word conclave comes from the Latin conclave meaning “room that can be locked up.” It originally referred specifically to the locked room where the cardinals nominate, debate, and vote in secret."

And also during 2025, Merriam-Webster added over 5,000 words to its Collegiate Dictionary, the first major print revision in 22 years, showing a commitment to keeping the dictionary current with language changes. Greg Barlow, President of Merriam-Webster, explained, "Our website receives over a billion visits per year. But people still love books. In fact, we continue to sell over a million dictionaries a year – and the new Twelfth Edition is the finest Collegiate we've ever published. For those who enjoy books and dictionaries, it will be a volume to cherish...This beautiful red dictionary may not be the biggest part of our business, but in many ways, it's the heart."

Here were key additions:

Cancel Culture: The practice of withdrawing support for public figures after they have done something considered objectionable.

Dad Bod: A physique regarded as typical of an average father, especially one that is slightly overweight.

Doomscroll: To continue scrolling through bad news on social media despite the anxiety it causes.

Dumbphone: A basic mobile phone with limited functionality, often used to reduce screen time.

Farm-to-Table: Locally-sourced food.

Ghost Kitchen: A professional food preparation facility set up only for delivery-only meals.

Petrichor: The pleasant smell after rain.

Rizz: Slang for charisma or the ability to attract a romantic partner.

Teraflop: A unit of computing speed equal to one trillion floating-point operations per second.

WFH: The abbreviation for work from home.

CREATOR INDUSTRY VOCABULARY

According to The Wrap, "The creator industry (also known as the creator ecosystem or the creator economy) is lacking a consistent vocabulary. The words "creator" and "influencer" often get confused. Creators are more focused on creating content, while influencers are more focused on building audiences."

MOST SEARCHED TERMS ON GOOGLE

According to Exploding Topics, "Google receives over 100 billion visits per month. Here are the top five searches in the United States during 2025: YouTube, Amazon, Facebook, Google, and Weather."

LINKEDIN: LATEST HOT JOB = STORYTELLER

According to LinkedIn, the percentage of job postings in the United States with the term "storyteller" doubled during 2025 to include some 50,000 listings under "marketing" and more than 20,000 listings under "media and communications."

According to The Wall Street Journal, "Corporate America's latest hot job is also one of the oldest in history: storyteller...Compliance tech firm Vanta began hiring for a head of storytelling, offering a salary of up to $274,000. Productivity app Notion recently merged its communications, social media, and influencer functions into one 10-person "storytelling" team. And military financial services company USAA is hiring its fourth staff storyteller less than a year since it hired its first."

Jennifer Kuperman, Chime's chief corporate affairs officer, said, "Terms like "editorial" are limiting. They put in mind a very specific thing you're doing or creating. Whereas you could tell stories in so many different ways."

GLASSDOOR

Glassdoor did not announce a word of the year for 2025, but instead, its 2026 Worklife Trends Report highlighted several key themes and buzzwords from employee reviews, with a prominent focus on "disconnect," "distrust," and the "forever layoff." The report uses these words to describe the growing gap between employees and senior leadership - and collectively capture a prevailing mood of uncertainty, skepticism, and strained workplace relationships expected in 2026.

Key terms and trends identified in the 2026 report included:

(1) "Disconnect" / "Misalignment": Mentions of "misalignment" in reviews surged by 149 percent, while "disconnect" rose 24 percent and "distrust" climbed 26 percent. These terms point to a significant erosion of trust in leadership.

(2) "Forever layoff": This phrase describes the new normal of small, ongoing "mini-layoffs" that create constant anxiety and job insecurity for workers, even if they don't make major headlines.

(3) "Slow-mo RTO" (Return to Office): While formal mandates are not always enforced, a subtle pressure exists, as remote/hybrid workers experience declining ratings for career opportunities compared to in-office counterparts.

(4) "AI anxiety": Though the direct impact on job satisfaction is currently limited, the psychological effect of potential AI-driven disruption is notable, particularly among early-career workers.

Here were other words and terms that stood out during 2025:

FREAKQUEL: A portmanteau (a single word created by blending parts of two or more words, combining their sounds and meanings) combining freaky and sequel. In August, the movie "Freakier Friday" arrived in theaters and was a much-anticipated sequel to the movie "Freaky Friday" that starred Lindsay Lohan and Jamie Lee Curtis in 2003.

TWISTED TRADWIFE FICTION: According to Author Jo Piazza, "I think these stories resonate right now because they tap into the dark side of nostalgia. The soft, serene surface hides something insidious underneath. We're living through a moment where traditional gender roles are being rebranded as empowerment, and that tension is fascinating, and very scary. Thriller readers are smart. They know when they're being sold a lie. They want to dig into it. This genre lets us do that."

DISTRACTION: According to an opinion piece on CNN.com, political reporter Ron Brownstein wrote that "One word captures the most important division among Democrats." He wrote that the word was "distraction" because every time President Trump does something that causes people to shake their heads, it causes a distraction. Case in point, how can legislators in Congress focus on important issues, when each day, Trump makes a crazy statement, for example, eliminating mail-in ballots? However, according to Celinda Lake, a veteran Democratic pollster, "Describing Trump's actions as a "distraction" is absolutely wrong. I think it misses completely where Democrats are at." And back to Brownstein, "The conflict over the word "distraction," is, of course, a proxy for the much larger debate over which messages Democrats should emphasize as they work to rebuild the party's tattered image and shape their campaigns for 2026."

TREATONOMICS: "Treatonomics" (also referred to as "little treat culture") describes our current era of economic uncertainty. The trend has taken off with consumers, according to NBC News, who are buying a small treat that's easier to afford, rather than a large purchase such as furniture or a car. Studies show that these pick-me-ups can cause our brains to release "happy hormones" such as dopamine, serotonin, and endorphins.

SANGRY: A portmanteau (a single word created by blending parts of two or more words, combining their sounds and meanings) of sad plus angry to describe a particular mood.

DELULU: Delulu is a slang term for "delusional," meaning someone who holds false beliefs or unrealistic expectations, particularly in areas like romance or celebrity fandom, but can also be applied to other areas like careers or finances. The term has gained popularity, especially with Gen Z, and is sometimes used in a more positive or humorous context. Some influencers use the phrase "delulu is the solulu," which suggests that self-confidence and a positive mindset can be the solution to problems, similar to the "fake it till you make it" idea. 

COOLCATIONS: Since the United Kingdom experienced a heatwave during June with temperatures soaring above 30 degrees Celcius (86 degrees Fahrenheit), British travelers sought cooler destinations with searches for Nordic countries and Southern Hemisphere winter breaks. The trend became known as coolcations.

SHRINKFLATION: a portmanteau (a single word created by blending parts of two or more words, combining their sounds and meanings) combining shrinking plus inflation.

SNEAKFLATION: CNN reported that, "Retailers and major brands know that many Americans live paycheck to paycheck, so they're using "sneakflation" to pass along Trump's tariffs in small increments in hopes that consumers won't notice or will be able to better absorb it." According to Google, "Sneakflation is the practice by companies of subtly reducing the value of a product or service without raising its price, in order to pass on increased costs to consumers. This is done by reducing quantity, downgrading quality, adding hidden fees, or decreasing features, rather than explicitly increasing the price tag on an identical item."

BOREOUT: Unlike burnout, boreout can slip under the radar. According to Midtraining, "Boreout is a state of chronic boredom at work that leaves employees feeling disengaged, underused, amd disconnected from their role. Over time, they may begin to question the purpose of their job, lose confidence, or detach from the team entirely. If left unaddressed, boreout can increase employee turnover and lead to rising rates of depression across a team."

GLOBAL OBSCURANTISM: This term is about the power of knowledge and who controls its flow and accessibility in the world. It refers to the deliberate action or policy of preventing the dissemination of knowledge or deliberate practice of making information vague and difficult to understand on a global scale.

STEREOTYPE REACTANCE: This is a phenomenon when people hear a negative stereotype about their group and want to prove it wrong. According to Wharton PhD student Sophia Pink, "The idea is a bit like telling someone not to press a red button. Once you know you're not supposed to do it, you want to do it more. In this case, being told that people like you fail to compete makes you want to do just the opposite and defy the stereotype."

SUMMERWEEN: According to GMA, "Calling all ghouls: Summerween is back for 2025, and the trend is even more popular than last year! The fun Halloween-meets-summer trend started in 2024, and this year, stores jumped on Summerween early. On July 25th, Michaels launched "Dead Regency," an assortment of darkly enchanting pieces featuring nods to Edgar Allen Poe, Victor Frankenstein, and ornate, crystal-draped candelabras that would work equally well for Halloween or a year-round eerie atmosphere."

KIDULTING: CNN reported, "Build-A-Bear Workshop, the nearly 30-year-old toy brand, is having a breakout moment, eclipsing some of Wall Street’s biggest winners by targeting customers across a broad age range. The toy company’s revenue grew 11 percent in the second quarter to a record $124.2 million, and it even raised full-year guidance – all while mitigating the cost of tariffs. That’s a stark contrast to years of unprofitability before 2012. Investors have taken notice. In the last year alone, Build-A-Bear’s stock is up 76 percent. Build-A-Bear broadened its customer base beyond kids and capitalized on customer trends that emerged after the pandemic, focusing on experiences and tapping into what Sharon Price John, the company’s CEO, calls the nostalgia economy." She explained, "'Kidulting (is) adults wanting to be kids, and they’re buying things that they loved when they were kids. So we leaned into that with really interesting licenses that played on their memory."

SHARENTING: According to IDX, "Sharenting consists of posting photos, videos, or stories about your kids on social media. Before you post, consider that this information could be used by bad actors for harassment, identity theft, and more...Bad actors could use these personal details to track down your child’s location, commit identity theft, or attempt to hack into your accounts. Your kids could also be subjected to cyberbullying or harassment."

GENES VERSUS JEANS: The AP reported, "U.S. fashion retailer American Eagle Outfitters wanted to make a splash with its new advertising campaign starring 27-year-old actress Sydney Sweeney. Titled "Sydney Sweeney has great jeans," the campaign sparked a debate about race, Western beauty standards, and the backlash to "woke" American politics and culture. Most of the negative reception focused on videos that used the word "genes" instead of "jeans" when discussing the blonde-haired, blue-eyed actress known for her two HBO series. Some critics saw the wordplay as a nod, either unintentional or deliberate, to eugenics, a discredited theory that held humanity could be improved through selective breeding for certain traits...Eugenics gained popularity in early 20th century America, and Nazi Germany embraced it to carry out Adolf Hitler's plan for an Aryan master race." Marcus Collins, an assistant professor of marketing at the University of Michigan's Ross School of Business, said, "The criticism could have been avoided if the ads showed models of various races making the "genes" pun. You can either say this was ignorance, laziness, or intentional. Either one of the three isn't good."

A final note, American Eagle defended the ad on Instagram in an attempt to stop the criticism: "[The] Sydney Sweeney Has Great Jeans" [campaign] is and always was about the jeans. Her jeans. Her story. We'll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone."

SIGNAGE AND HISTORY/HERSTORY: The 19th reported that, "Under pressure from the Trump administration, the National Park Service (NPS) removed historical context from signage that explained the role women played in the creation of the Muir Woods National Monument and highlighted the racist ideologies of some of the men associated with the site. A ranger for the monument confirmed that the information removed in mid-July originated from an initiative by NPS officials called "History Under Construction" that filled in gaps in the timeline of the park to offer a more comprehensive history of the monument in Marin County, California, which is known for its old-growth redwood trees." Alan Spears, senior director of cultural resources at the National Parks Conservation Association, a nonprofit that advocates for the park system, said, "President Trump's executive order could jeopardize the Park Service's mission to protect and interpret American history. Every American who cares about our country's history should be worried about what people, places, and themes disappear next."

PAINSTORMING

A new term appeared according to Psychology Today, "Painstorming" refers to a leadership practice of diagnosing organizational "pain" to drive meaningful change, rather than simply "brainstorming" possible solutions. It views friction as valuable feedback, helping leaders ask, "How do we make change work for people?" instead of "How do we make people change?"

Ahron Friedberg, M.D., explained, "Most leaders excel at brainstorming: generating ideas for innovation. But few are skilled at painstorming, or the ability to surface frustration, friction, and fatigue. Painstorming is the practice of identifying the emotional and structural pain points associated with change. It reframes discomfort as diagnostic data. Resistance, when examined through painstorming, often exposes misaligned priorities between executives, managers, and teams. Addressing these fractures early restores alignment and prevents burnout. Painstorming is important because it closes the gap between leaders' perceptions and the reality on the ground by surfacing hidden problems; and it builds trust so that leaders who acknowledge and address pain can build deeper connection with their teams."

META QUOTE

And let's not forget the language snafu from January, as reported by Fortune, Meta's CEO Mark Zuckerberg was quoted as saying, "I think masculine energy is good, and obviously society has plenty of that, but I think that corporate culture was really trying to get away from it. It's like you want feminine energy, you want masculine energy. I think that that's all good. But I do think the corporate culture sort of had swung toward being this somewhat more neutered thing. If you're a woman going into a company, it probably feels like it's too masculine. You want women to be able to succeed and have companies that can unlock all the value from having great people no matter what their background or gender."

FEDERAL GOVERNMENT WORD/PHRASE REMOVAL LAWSUIT

On a final linguistic note, NPR reported in December that, "Some Head Start early childhood programs are being told by the federal government to remove a list of nearly 200 words and phrases from their funding applications or they could be denied. That's according to recently submitted court documents. The list of words and phrases is titled: "Words to limit or avoid in government documents." and includes "accessible," "belong," "Black," "disability," "female," "minority," "trauma," "tribal" and "women." The list was submitted on December 5th, as part of an ongoing lawsuit filed by Head Start programs in a handful of states – including Pennsylvania, Washington, Wisconsin and Illinois – against the U.S. Department of Health and Human Services (HHS) and its secretary, Robert F. Kennedy Jr. The lawsuit argues that the Trump administration's ban on diversity, equity and inclusion (DEI) in federal programs conflicts with Head Start's statutory mandate. That mandate includes, among other things, providing "linguistically and culturally appropriate" services as well as early intervention services for children with disabilities."

Jacqueline Rodriguez of the National Center for Learning Disabilities said, "Banning the word 'disability' from Head Start is morally repugnant and a violation of federal law. No administration can claim to support children with disabilities while banning the very word that protects them."

As the famous writer Joseph Conrad wrote, "My task which I am trying to achieve is by the power of the written word, to make you hear, to make you feel - it is, before all, to make you see. That — and no more, and it is everything."

What words and terms will define 2026? We'll have to wait and see, but until next January's recap, I invite you to browse through your dictionary to learn new words!

Image Credit: Engoo.

Read in Forbes: Is Social Media the New Google for Gen Z?

https://www.forbes.com/advisor/business/software/social-media-new-google/

Read Glassdoor's Worklife Trends Report for 2026:

https://www.glassdoor.com/blog/worklife-trends-2026/

Read here on my blog: Best Social Media Post of the Month of November 2025:

https://www.debbielaskeysblog.com/2025/12/best-social-media-post-of-month-of.html

See the full list of nearly 200 words and phrases included in the Head Start lawsuit:

https://www.npr.org/2025/12/11/nx-s1-5640757/head-start-hhs-funding-dei

Read about Painstorming on Psychology Today:

https://www.psychologytoday.com/us/blog/listen-and-build/202510/how-painstorming-helps-leaders-drive-change

2025 Was the Year of #BrandIdentity Changes

Was your brand in the news during 2025? If not, don’t despair. There were numerous brands that made headlines during 2025.

SHARE THIS: Products are made in a factory, but brands are created in the mind. ~Walter Landor #BrandIdentity #BrandExperience #DebbieLaskeysBlog

Here's a recap of brands that either rebranded, changed their logo, changed their name, changed their tagline, formed an interesting partnership, created a unique hashtag to match a campaign, changed iconic packaging, or in some other way made branding or brand marketing news during 2025. What stood out as memorable to YOU?

BRAND IDENTITY:

1. Coors Light rolled out a limited-time promotion "designed to bring chill to one of the worst Mondays of the year - the day after the Big Game (which is advertising speak for the Super Bowl)." The company explained that it "wanted to lean into humor with a harmless "oopsie" moment to show that even a brand like Coors Light can have a case of the Mondays." (February)

2. Delta Air Lines celebrated its 100th anniversary. (March)

3. During a speech by President Trump to a joint session of Congress, many female Democratic members of Congress wore pink to protest the administration's policies that were negatively impacting women and families. According to Susan Scafidi, a professor, and founder and director of Fashion Law Institute at Fordham Law School, "When played right, color coordination can be powerful. In moments when you’re not empowered to speak, fashion can do the talking for you. On an evening when the members of the Democratic Women’s Caucus have no microphone, their collective splash of bright fuchsia in the House Chamber at least reminds viewers of their existence every time the camera pans across the room." (March)

4. Disneyland (Walt Disney's theme park in Anaheim, California - the park that started the Disney theme park brand) celebrated its 70th anniversary beginning in May 2025 (and continuing through summer 2026). (May)

According to long-time Disney partner, Dooney and Bourke, "Since opening its gates on July 17th, 1955, Disneyland has continued to enchant guests with beloved attractions, immersive lands, and ever-evolving experiences. Disneyland park-goers can expect special entertainment, limited-time merchandise, and festive decorations honoring this milestone."

5. Pollo Loco launched a re-brand and accompanying campaign as the fast-casual grilled chicken chain continued its ongoing three-year strategy around strengthening its identity, keeping pace with culture, and increasing awareness. A new tagline, "Let's Get Loco," a double entendre that serves as both a call to action ("What should we have for dinner? Let's get Loco") and a play on the Spanish word for crazy. (May)

6. JetBlue and United Airlines announced BLUE SKY, a new and unique collaboration that gives customers of both airlines more options to find flights that fit their plans as well as new opportunities to earn and use MileagePlus miles and TrueBlue points across both airlines. (June)

7. Hawaii became the first U.S. state to charge a climate impact tax to fund climate change resiliency projects and environmental stewardship within the islands. The tax will apply to travelers staying in hotels, short-term vacation rentals, and for the first time, cruise ships. The tax goes into effect on January 1st, 2026. (June)

8. Apple announced a change to how it names its software updates. According to CNET, "This is an approach that may seem familiar to anyone who's familiar with Windows 95 or a 1957 Chevy. Apple is rebranding its operating systems by using the last two digits of the upcoming year. So the current iOS 18 will be replaced by iOS 26, not iOS 19, when it arrives in the fall of 2025. That is, the new numbering system reflects the last two digits of 2026, rather than the current year of 2025, similar to how new automobile models are introduced." (June)

9. Late-night TV viewers were shocked by the announcement that Stephen Colbert's show would end in May 2026. According to TIME Magazine, "Late-night TV has been on the decline for years, as viewers spend more time on streaming services and often favor late-show clips on YouTube or TikTok over nightly viewing. But CBS's "The Late Show With Stephen Colbert" was still leading the race by a mile. And on July 15th, it received a Primetime Emmy nomination for outstanding talk series. So when Colbert told his audience at a taping on Thursday, July 17th, that "Next year will be our last season," viewers were blindsided. Spectators at the Ed Sullivan Theater booed. More than three decades since it first aired, The Late Show is making its final curtain call in May 2026." (July)

10. American Eagle launched an advertising campaign featuring actress Sydney Sweeney. Titled "Sydney Sweeney has great jeans," the campaign sparked a debate about race, Western beauty standards, and the backlash to "woke" American politics and culture. Most of the negative reception focused on videos that used the word "genes" instead of "jeans." American Eagle defended the ad on Instagram in an attempt to stop the criticism: "[The] Sydney Sweeney Has Great Jeans" [campaign] is and always was about the jeans. Her jeans. Her story. We'll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone." (August)

Marcus Collins, an assistant professor of marketing at the University of Michigan's Ross School of Business, said, "The criticism could have been avoided if the ads showed models of various races making the "genes" pun. You can either say this was ignorance, laziness, or intentional. Either one of the three isn't good."

11. Fortune reported that, after 133 years, the Kodak brand may cease operations. Following a bankruptcy and multiple reinventions, there is substantial doubt that the brand can stay in business.

12. The Atlanta Journal-Constitution, a newspaper that started in 1868, stopped providing a print edition on December 31st, 2025. Atlanta is now the largest U.S. metro area without a printed daily newspaper.

13. Nike explained its tagline change on its website, "When Nike launched “Just Do It” in 1988, it wasn’t only a tagline — it was a call to action. A challenge to start, to try, to move forward even when it’s hard. Now, after nearly four decades of inspiring athletes to reach their dreams through “Just Do It,” Nike is reintroducing the iconic rallying cry to a new generation with the launch of its latest campaign, "Why Do It?” Designed to meet young athletes where they are, the campaign reframes greatness as a choice, not an outcome — handing “Just Do It" to today’s generation and emboldening them to write the next chapter." (September)

14. The White House issued unsubstantiated claims that there is a link between Tylenol and autism. NPR reported, "President Trump's suggestion that a link exists between autism and acetaminophen — the active ingredient in Tylenol — has raised concerns within the scientific community." Helen Tager-Flusberg, director of the Center for Autism Research Excellence (CARE) at Boston University and founder of the Coalition of Autism Scientists, called the administration's announcement "appalling." She said it was "a very significant distortion" of what science says about any possible links between acetaminophen and autism. She added that the message "is likely to impact millions of lives of pregnant women right now. Mothers of autistic children who are going to be so fearful that this is what they did to cause their child's autism, which is absolutely not the case." (September)

15. The most famous museum in the world was robbed. Thieves disguised as construction workers stole eight pieces of the French Crown Jewels valued at $100 million from the Apollo Gallery in the Louvre Museum in Paris, France. The robbery took less than eight minutes, of which the thieves spent four in the museum itself, and occurred during regular opening hours. (October)

LOGO RE-DESIGNS:

1. The Seattle Kracken hockey team often modifies its logo for special celebrations. In early 2025, there were four tweaked logos: Anchor Auction (player-signed hats and jerseys were auctioned to benefit two nonprofits), Lunar New Year Night presented by Alaska Airlines, Black Hockey History Night presented by Amazon, and Women in Hockey Night presented by PitchBook. (January — March)

2. Since ABC's show Nightline celebrated its 45th anniversary during 2025, it got a new logo. According to Variety, "The show is bringing back an updated version of its old logo. Having gone with an all-lowercase "nightline" since 2017, a new take on the show's all-caps "NIGHTLINE" that had been in use between 1997 and 2017 will now be introduced. According to ABC News, the new logo honors its iconic legacy, blending elements from its original look with an updated, modern design." (April)

3. Hotels.com unveiled a new "spokesbell" for the brand. According to MarketingDive, "Hotels.com is putting a mascot front-and-center in its marketing once again, this time through what the platform bills as the first "spokesbell." A major part of Bellboy's directive is educating people about tools available via the Hotels.com app, like a new price alert function that notifies users when a hotel they are watching drops its rates, that could help drive loyalty." (April)

4. The restaurant brand Cracker Barrel announced a new streamlined logo. However, there was so much uproar, including comments from the White House, that the brand ditched the new logo, returned to using its old logo, scrapped plans to redesign its restaurants — and then, while not a surprise, fired its design agency. (August and September)

5. Domino's unveiled a new look. USA Today reported, "Domino's is cooking up a new branding look and sound with a bolder color scheme and a new jingle created with help from a Grammy-nominated musical artist. The pizza delivery company is adding splashier reds and blues to its pizza boxes – and adopting a black and metallic gold motif for the pizza boxes used to deliver its Handmade Pan and Parmesan Stuffed Crust pizzas. The new, thicker “Domino’s Sans” font spells out a tweak to the company name (“Dommmino’s") in some spots. That's also the name of a new jingle, created with the help of "A Bar Song (Tipsy)" hitmaker Shaboozey. The brand's new look will roll out in stores, on TV, social media, and the Domino's website and app over the coming months." (October)

6. Apple+ TV became simply Apple TV. According to The New York Times, “With the change, Apple TV will no longer be part of the lengthy roll call of streaming services that use the plus sign, including AMC+, Discovery+, Disney+, ESPN+ and Paramount+. (For a few weeks in 2022, there was also CNN+.) Apple still has Apple Fitness+, Apple News+, and iCloud+.” And let’s not forget the disappearance of Google+. (October)

7. Lay's potato chips unveiled a new look. PepsiCo announced the largest brand redesign in Lay’s nearly 100-year history. The company said the new Lay’s visual identity features a warmer and more distinct sun. Sun rays, or ‘Lay’s Rays,’ beam from the logo, a nod to the light that helps potatoes grow. There is also a refined color palette that is based off the ingredients of Lay’s recipes, and close-up visuals that highlight the golden color, crisp texture and seasoning of each chip. Lay’s describes the new packaging as letting the "potato itself and rich farm imagery take center stage." But Lay’s isn’t just updating the look of its products – it’s also ensuring that they are made with cleaner ingredients, aligning with the White House's health goals under its “Make America Healthy Again” initiative, as well as updating its packaging. (October)

PERSONAL BRANDING:

1. On January 4th, President Joe Biden bestowed the Presidential Medal of Freedom on 19 recipients in his last opportunity to give out the nation's highest civilian honor ahead of his exit from the White House. Former Secretary of State Hillary Clinton received the honor. According to Columbia University's Spectator, "Clinton served as a lawyer, first lady from 1993 to 2001, a New York senator from 2001 to 2009, and Secretary of State under President Barack Obama. She received the Democratic Presidential nomination in 2016, becoming the first woman to be nominated for President by a major political party. Clinton joined the Columbia University faculty in February 2023 and has taught the course 'Inside the Situation Room' since fall 2023." (January)

2. Jane Fonda became a brand spokesperson for Italian sneaker brand Golden Goose to celebrate the brand's 25th anniversary. Her campaign was called "Born to be a Super Star," and the new campaign "celebrates those who take risks, dream louder, and redefine the possible." (February)

3. Kirsty Coventry: The 41-year-old Zimbabwe sports minister and two-time Olympic swimming gold medalist, was elected president of the International Olympic Committee (IOC). She will become the first woman and first African to lead what many refer to as the largest international sporting event. According to the AP, “Coventry will formally replace her mentor Thomas Bach at a June 23 handover, officially Olympic Day, as the 10th IOC president in its 131-year history.” Coventry, whose term will be from 2025-2033, said, “This is a signal that we are truly global. I have been dealing with, let’s say, difficult men in high positions since I was 20 years old. What I have learned is that communication will be key.” (March)

4. Pope Francis: According to The Conversation, "From papal selfies to the viral generative AI images featuring a stylish puffer jacket, Pope Francis became a prominent popular culture figure during his papacy. News media called him the "People's Pope," branding that also circulated online on social media to turn Pope Francis into an icon who symbolized the progressive ideals of 2010s popular culture. His 2013 election was significant for many reasons, including the fact that he became the first Jesuit and first pope from Latin America. His acension to the papacy represented an attempt by the Catholic Church to rebrand itself through Francis's "progressive" public image. The Catholic Church as an institutional brand has been at the centre of numerous scandals and controversies after committing grave injustices for generations. Pope Francis, on the other hand, became what branding expert Douglas Holt calls an "iconic brand." Pontiffs have always been subject to branding, making them unique subjects for public fascination and popular culture. Decisions about what shoes to wear and what papal name to take are, in fact, acts of branding. Pope Francis chose his papal name to align himself with Saint Francis of Assisi. He also chose to wear a simple white cassock for his first public appearance on the balcony at St. Peter’s Basilica. These decisions were branding strategies. Francis's use of social media brought the papacy into a new digital age. It provided him with a platform to build his brand in a manner similar to politicians. Iconic brands can transform the institutions they represent. Pope Francis’s image demonstrated how papal branding is no different than other forms of branding." (April)

5. Upon the death of Pope Francis, Cardinal Robert Prevost was elected as the first U.S.-born pontiff and will be known as Pope Leo XIV. The 69-year-old from Chicago stepped into his role as the 267th Pope. According to Vatican News, "In the early centuries of Christianity many Popes changed their names because their original names were of pagan origin. However, not all Popes followed this practice. Out of the 266 Popes in history (267 including the new one), only 129 have chosen a new name. This tradition became standard practice starting in 955 with Pope John XII, and has continued to this day." (May)

And on a related note, "Portillo's, the Chicago-based hot dog and sandwich chain, named one of its sandwiches "The Leo" after the new Pope, who was born in Chicago. According to the restaurant, "In the name of the gravy, the bun, and hot giard, we introduce The Leo: a divinely seasoned Italian beef, baptized in gravy and finished with the holy trinity of peppers — sweet, hot, or a combo. The Leo is Portillo's original "sacred sandwich" that is made in honor of a moment that's historic for Portillo's hometown." (May)

6. Former Vice President Kamala Harris was thought to be a candidate for the next Governor of California, however, she announced that she would not be running. Her announcement opened up the race for candidates in both parties. (August)

7. Taylor Swift announced her engagement to Travis Kelce via Instagram with a clever post, "Your English teacher and your gym teacher are getting married." The level of interest in this announcement rivaled the engagement of England's former Prince Charles and Lady Diana Spencer. Following the announcement, brands swiftly posted their own spins on the news. (August)

A few clever posts follow:

EMPIRE STATE BUILDING: Where can I apply to be the wedding venue?

PANERA BREAD: She said yeast. A real life loaf story.

HERSHEY'S CHOCOLATE KISSES: Hershey's kisses in bulk will be a delight at any wedding.

8. Following statements made by Jimmy Kimmel on his late-night TV show, The Walt Disney Company (parent company of ABC) indefinitely suspended his show - under pressure from the Trump Administration. Then, over 400 actors, musicians, and film directors (including many A-list stars) signed an open letter organized by the American Civil Liberties Union (ACLU) that decried "a dark moment for freedom of speech in our nation." Even some Republicans spoke up for free speech. Disney announced that Jimmy Kimmel's show would return on September 23, and at the beginning of his show, he was greeted with a standing ovation. The highlight of his 15-minute monologue was this: "I don’t want to make this about me, because – and I know this is what people say when they make things about them, but I really don’t – this show, this show is not important. What is important is that we get to live in a country that allows us to have a show like this. I’ve had the opportunity to meet and spend time with comedians and talk show hosts from countries like Russia, countries in the Middle East who tell me they would get thrown in prison for making fun of those in power. And worse than being thrown in prison. They know how lucky we are here. Our freedom to speak is what they admire most about this country.” (September)

9. Claudia Sheinbaum: She took office as Mexico's first female president in the nation's more than 200 years of independence. According to Business Standard, "The 62-year-old former Mexico City mayor and lifelong leftist campaigned on a promise of continuity, of protecting and expanding the signature initiatives of her mentor, former President Andrs Manuel Lpez Obrador. Sheinbaum is also the first president with a Jewish background in the largely Catholic country. Sheinbaum's victory came 70 years after women won the right to vote in Mexico. Since 2018, Mexico's Congress has had a 50-50 gender split, in part due to gender quotas set for party candidates. Still, Sheinbaum inherits a country with soaring levels of violence against women. There are also still many parts of the country, especially rural Indigenous areas where men hold all the power." (October)

10. Sanae Takaichi: As reported by AP, "In a country that ranks poorly internationally for gender equality, the new president of Japan’s long-governing Liberal Democrats, and new prime minister, is an ultra-conservative star of a male-dominated party that critics call an obstacle to women’s advancement. Sanae Takaichi, 64, admires former British Prime Minister Margaret Thatcher and is a proponent of former Prime Minister Shinzo Abe’s conservative vision for Japan. Takaichi is the first female president of Japan’s predominantly male ruling party that has dominated Japan’s postwar politics almost without interruption. She hardly touched on gender issues during the campaign." (October)

11. Britain's Prince Andrew lost his "Duke of York," "Prince," and "His Royal Highness" titles as well as his royal patronages and royal residence. While Andrew's former wife, Sarah Ferguson, would no longer be known as the "Duchess of York," their two daughters would continue to have the title of Princess. (October and November)

12. Martha Stewart, the 84-year-old lifestyle guru agreed to be the new spokesperson when American Eagle asked her to be the face of its GIVE GREAT JEANS holiday campaign to promote denim as a universal gift that never goes out of style. Stewart explained, "I have spent decades helping people create beautiful holidays — from setting the perfect table to trimming the tree to finding that last-minute gift that saves the day. So when American Eagle approached me about being part of their holiday gifting campaign, I was immediately intrigued. Denim is a universal gift that works for everyone on your list. Jeans have always been a staple in my wardrobe, and giving a great pair of AE jeans is always a nice gift to give. I’m constantly moving between decorating, cooking and, most importantly, wrapping gifts, and I need to make sure I have an outfit that is comfortable and stylish. The beauty of AE jeans is their versatility and ability to move with you throughout the day. They are flattering, sleek, and soft enough to make wrapping gifts or hosting a dinner in them effortless." (December)

13. Diminished value of the Sussex Brand: According to Cosmopolitan, "There have been persistent rumors that Prince William will strip Prince Harry of his title once he's king. However, a source says William plans to leave his brother's title intact because he thinks the Sussexes' brand is "worthless." The heir apparent also doesn't want to be seen as vindictive or petty...A well-placed insider explained that by the time William takes the throne, the Sussex brand will be so diminished it won't even matter. Why take away something that's already worthless? Ignoring them will hurt more." (December)

BRAND NAME CHANGES:

1. GULF OF MEXICO was renamed GULF OF AMERICA by President Trump. (January)

Following Trump's Executive Order, Mexican President Claudia Sheinbaum wrote to Google, arguing that the U.S. did not have the right to unilaterally rename the Gulf. Google responded to President Sheinbaum's letter, saying that they intended to comply with Trump's order and expressed willingness to meet with the Mexican government to discuss the issue further. According to NPR, "In a press briefing on February 10th, President Sheinbaum announced that her administration would wait for a response from Google before taking additional steps. She said, "If not, we will proceed to court. If a country wants to change the designation of something in the sea, it would only apply up to 12 nautical miles. It cannot apply to the rest, in this case, the Gulf of Mexico. This is what we explained in detail to Google."

2. DENALI was renamed MT. MCKINLEY by President Trump, however, the Alaskan state government has recognized the mountain's official name as DENALI since 1975 and continues to do so. (January)

3. The BOY SCOUTS officially became SCOUTING AMERICA. The change became effective on this date to celebrate the organization's 115th birthday. The name change reflects the organization's commitment to welcoming and providing a safe environment for all youth. The announcement also serves to celebrate the fifth anniversary of welcoming girls into the organization's programs. Currently, Scouting America serves 176,234 girls and young women across all programs including more than 6,000 who have earned the esteemed Eagle Scout status. The name change is a result of years of scandals, and the organization filed for bankruptcy in 2020 to handle the flood of sexual abuse lawsuits. (February)

4. Following the 2022 merger of WarnerMedia and Discovery, Inc., executives hoped that the name "Max" would reflect a broader mix of programming and signal more family-friendly content. But the change never really caught on, so the streaming service will once again be called "HBO Max." (May)

5. Cable TV channel MSNBC rebranded to become MSNOW. As the news brand separated from NBC News, it unveiled a new name, logo, and acronym-driven identity: MS NOW, meaning "My Source for News, Opinion and the World." The change retires a name that was christened in 1996 with the launch of the co-branded partnership between Microsoft and NBC News that carried the MSNBC name. (August)

6. NPR reported a name change for the Department of Defense. "President Trump signed an executive order to give the Department of Defense a new name: the Department of War. Speaking from the Oval Office, Trump said the rebranding reflected a new tone for the country and its military. A White House fact sheet explains that under the executive order, the name "Department of War" will serve as a "secondary title" for the Department of Defense. According to the fact sheet, the order will also authorize Defense Department officials to substitute the word "war" into their titles. For example, the Secretary of Defense could use the title Secretary of War. Trump does not have the authority to change the department's name without congressional action. The legal name was established by Congress in 1949, when it renamed the newly unified military service branches under a new "Department of Defense" following World War II. Almost from the country's founding, the army was overseen by the War Department, but the sprawling agency took on its current name following an act of Congress in 1949. At the time, the change marked the culmination of an effort by President Harry Truman to unify the Air Force, Army, and Navy under the umbrella of a single department." (September)

7. Maxwell House Coffee became Maxwell Apartment Coffee for a limited time. According to the brand's website, "Today, Maxwell House rebrands to “Maxwell Apartment” to meet the needs of today’s consumer and remind fans that the brand is synonymous with great tasting, affordable coffee. In a time where value matters now more than ever, Americans seek value in areas of their everyday, including where they live with nearly a third opting to rent versus purchase a home. To celebrate, the brand is offering consumers even more value with a 12-month “lease” of Maxwell Apartment, designed to stock up coffee lovers nationwide. Beginning on National Coffee Day (September 29), Maxwell House’s 12-month “lease” offer of Maxwell Apartment coffee is available on Amazon.com while supplies last. For under $40, fans can stock their pantry with a full year of coffee designed to save coffee enthusiasts more than $1,000 annually, compared to daily cafe runs, which on average can add up to more than $90 per month. Along with the rebranded canisters, the year-long supply of coffee will come with an official Maxwell Apartment “lease” to sign." (October)

8. A progressive public school in New York City has long been known by its acronym, ICE, but it has now decided that it's time for a rebrand. According to Gothamist, "Parents and staff at the Institute for Collaborative Education say those letters have taken on a grim connotation in President Trump’s second term, with U.S. Immigration and Customs Enforcement, also known as ICE, waging a crackdown nationwide that has resulted in deportations, including of New York City students and recent public school grads. The Institute for Collaborative Education now refers to itself as "Ny.ICE" — often pronounced NICE...The rebrand is another example of how immigration policies have reverberated through the city’s public school communities, with some becoming hubs of resistance." (December)

PACKAGING, PACKAGING RE-DESIGN & BRAND PRESENTATION:

1. Do you remember this news from early 2025? The NFL has a position called FASHION EDITOR. According to The New York Times, "Kyle Smith started his job last fall with a directive to use fashion and style to reach new audiences through the NFL's media platforms. He works with athletes to create and share content — photos or videos of them showcasing their off-duty style at events like men's fashion week — and helps players and teams build relationships with traditional fashion media brands like GQ and Vogue. At Super Bowl LIX, he was part of a team covering what players and other notable attendees wore to the game during a new red-carpet segment. While the NBA, NHL, MLB, and MLS have also been focusing more attention on athletes' style as the industries of fashion and sports have become more intertwined, those leagues have yet to underscore that focus by creating a job with the word "fashion" in its title." (February)

2. After the inauguration of President Trump, the Kennedy Center in Washington, D.C., underwent a series of changes. The President ousted the arts institution's leadership in an attempt to change the type of programming featured. Some artists responded by canceling appearances. (March)

And in July, a bill was introduced by Representative Bob Onder (a Republican from Missouri) to "designate the John F. Kennedy Center for the Performing Arts as the Donald J. Trump Center for the Performing Arts." However, it's important to note that two months after John F. Kennedy's assassination in 1963, Congress and President Johnson signed into law legislation renaming the National Cultural Center as a living memorial to Kennedy: the John F. Kennedy Center for the Performing Arts.

And on December 18th, The Kennedy Center Board of Trustees voted to rename the facility as "The Donald J. Trump and The John F. Kennedy Memorial Center for the Performing Arts." While the new name has been added to the building, apparently, the official name change must be made by an act of Congress. According to Joe Kennedy, III, a former Congressman and the great-nephew of JFK, "The Kennedy Center is a living memorial to a fallen president and named for President Kennedy by federal law. It can no sooner be renamed than can someone rename the Lincoln Memorial."

3. Heinz created a limited-time item called LEFTOVER GRAVY. Made with real turkey broth and "delivering a rich, smooth, homemade taste," the Leftover Gravy comes in a squeezable bottle and is the "perfect addition to every feast – and leftover meal. According to Retailer News, "During the protracted Thanksgiving celebrations, it is estimated that 94 percent of Americans craft sandwiches from their leftovers. Half of these sandwich makers regard gravy as a vital ingredient. With these statistics in mind, Heinz Leftover Gravy was conceived. The introduction of this product aligns seamlessly with Heinz’s ongoing emphasis on gravy during the high-demand holiday season. The company aims to appeal to millennial consumers, a demographic known for reshaping Thanksgiving traditions." (November)

4. PepsiCo launched a new line called Simply NKD, a reinvention of iconic Doritos and Cheetos flavors made with no artificial flavors or dyes, and completely colorless. The term "naked" (NKD) was used to tap into growing consumer skepticism about processed foods and appeal to those who want the indulgence of junk food without the "guilt" of artificial additives. It's designed to be an "additive option, not a replacement" for the original products. (November)

Rachel Ferdinando, CEO of PepsiCo Foods U.S., explained, "Rest assured, our iconic Cheetos and Doritos remain unchanged. NKD is an additive option, not a replacement, introduced to meet consumer demand. This move underscores our commitment to flavor leadership, demonstrating that our taste remains strong even without visual cues. As part of our broader transformation, we are expanding choices while still protecting our iconic brands. More choices, same flavor, same brand power."

5. "AND THE OSCAR GOES TO...YOUTUBE"

Beginning in 2029, the annual Oscars telecast will move from broadcast television to a streaming service. Say goodbye to ABC and hello to YouTube. On December 17th, a deal was reached by The Academy of Motion Picture Arts and Sciences with YouTube for the annual telecast from 2029 through the 2033 telecast. ABC has been the home of the Oscars for decades and will continue to broadcast the awards ceremony through 2028.

BRAND MISSION CHANGES:

1. Starbucks announced its new mission statement, "To be the premier purveyor of the finest coffee in the world, inspiring and nurturing the human spirit – one person, one cup, and one neighborhood at a time." (January)

2. For the first time in the nearly 60-years of Southwest Airlines' existence, no more “Bags Fly Free.” Starting with flights booked on or after May 28th, Southwest began charging for checked bags with some exceptions. The new policy aligned Southwest with other major airlines that already charge for checked baggage. (March) And later in the year, Southwest added assigned seats - also a big change to the brand's core mission of open seating. (July)

STRATEGIC BRANDING & CO-BRANDING CAMPAIGNS:

1. Subway partnered with OREO to create Subway's first Footlong Cookie collaboration. (February)

2. Puma partnered with Hello Kitty to unveil a limited-edition sneakers collection to celebrate the 50th anniversary of Hello Kitty. (March)

3. Burger King partnered with the "How to Train Your Dragon" movie with menu items inspired by the movie. (May)

4. Jetblue and Dunkin' partnered to unveil a new Dunkin'-themed livery.The vibrant design of the freshly painted Airbus A320 aircraft, appropriately named Brewing Altitude, features Dunkin's iconic pink and orange branding brought to life with a playful donut and coffee motif. The plane celebrates almost two decades of partnership between the two brands. Dunkin' coffee first became available on JetBlue planes in 2006. Five years after that, the companies inked a deal to make the coffee and donut chain the carrier's "exclusive onboard coffee provider" and Dunkin remains so to this day. (May).

5. Sesame Street announced that, "We are excited to announce that all new Sesame Street episodes are coming to Netflix worldwide, and new episodes will also release the same day on PBS stations and PBS Kids platforms in the United States, preserving a 50+ year relationship. The support of Netflix, PBS, and the Corporation for Public Broadcasting serve as a unique public-private partnership to continue to help children everywhere grow smarter, stronger, and kinder." (May)

6. Georgia Aquarium and Coca-Cola: For a limited time, a two-for-one combo ticket provided admission to both the Georgia Aquarium and the World of Coca-Cola in Atlanta. The $75 price was a twenty percent discount off regular anytime ticket prices. The Georgia Aquarium is known for its 11-million gallos of blue wonder, where visitors can walk through a 100-foot tunnel surrounded by whale sharks, manta rays, and thousands of fish. At World of Coca-Cola's Beverage Lab, visitors can experiment with different flavors to create a unique drink. (June)

7. Best Buy and Uber partnered to bring consumer electronics from more than 800 stores to the Uber Eats platform. From headphones and chargers to laptops, gaming gear, and small appliances, Best Buy customers now enjoy the convenience of on-demand delivery or scheduled drop-offs, all within the Uber Eats app. (September)

8. Kahlua and Dunkin' partnered to introduce Kahlúa Dunkin’ Caramel Swirl Cream Liqueur, the latest addition to Kahlúa’s permanent line of thoughtfully crafted liqueurs, marking Kahlúa’s largest investment in the cream liqueur category and Dunkin’s very first foray into cream liqueur. (October)

9. CeraVe was named the official skin care and hair care partner of the National Basketball Association (NBA). The partnership brings together the number one dermatologist-recommended skin care brand in the U.S. with, perhaps, the sports league that is the most-digitally engaged in the U.S. Jasteena Gill, vice president of marketing at CeraVe U.S., said, "The NBA is a testament to how sports can transcend the sports world and impact culture, fashion, and skincare, and have so much influence on people’s lifestyles." (October)

10. In preparation of the 2028 Olympics in Los Angeles, Google announced its partnership with LA28, Team USA, and NBCUniversal to create a more personal and interactive experience for U.S. fans, athletes, and the 70,000 volunteers and workers who are planning and will produce the event. According to Google, “The partnership will bring together the latest advancements across Google Search, Gemini, and Google Cloud to bring viewers closer to the action. We’ll support the analysis of Team USA’s training and bring viewers new ways to search for information during NBCUniversal’s coverage. And we’ll help LA28 Games organizers as they prepare for the first Olympic and Paralympic Games in the United States in 26 years. NBCUniversal will also partner with YouTube to provide fans with even more exciting content.” (October)

11. M&M'S, proudly part of Mars, announced the brand's first-ever collaboration with global footwear leader Crocs. The limited-edition collection brought together the iconic world of M&M'S with the comfort and style of Crocs, creating a unique fashion statement to surprise and delight fans worldwide. (October)

12. WICKED: FOR GOOD, part two of the musical film sensation, partnered with dozens of brands in a promotional blitz very similar to the BARBIE film in 2023 and the first WICKED film in 2024. Some notable brand partnerships and/or co-branding campaigns: Lego, Mattel, Amazon Prime, Puma, Stanley, Johnny Rockets, Compartes, Freskas, Le Creuset, Cascade, The Noble Collection, Classic Whipped Light Cream, Swiffer Sweep+Mop, Care Bears, Monogram Collectibles, Williams-Sonoma, Pottery Barn, Marks & Spencer, Dobly Cinema, Regal Cinemas, Cinemark, AMC Theatres, Sophia Webster, American Girl Doll, Wrigley's Extra Chewing Gum, 7th Heaven, Owala Drinkware, June's Journey+Wicked For Good, Dunkin', Build-A-Bear, Lexus, General Mills, Bubble lip balm, Dancing with the Stars, Precious Moments, Printfresh, Lovepop, and Little Golden Books Wicked Series. (October and November)

13. Starbucks partnered with Hello Kitty. With the arrival of Starbucks' annual holiday collection in November, this year, it included a special line of Hello Kitty merchandise. (November)

14. Air Canada partnered with Walt Disney Animation Studios and unveiled a new aircraft livery inspired by the Disney film Zootopia 2. The airline announced that the Airbus A220 (Fin 138) will be used for flights to several major cities, including Montreal, Toronto, Ottawa, Vancouver, Los Angeles, New York LaGuardia, Denver, and Boston. Andy Shibata, Vice President of Brand at Air Canada, said, "This special livery reminds us that travel, like storytelling, is about imagination, connection, and a little bit of magic." (November)

15. The International Olympic Committee (IOC) and Sega Corporation announced a new multi-year licensing deal to launch a co-branded merchandising program that celebrates Sonic the Hedgehog alongside the Olympic rings, highlighting shared values such as friendship, excellence and respect. (October)

16. Krispy Kreme partnered with a myriad of partners to create special doughnut collections: Pop Tarts, Hulu, Hershey's, Pebbles, Bandi Namco Entertainment America, Inc. (PAC-MAN), Warner Bros. Discovery Global Consumer Products, Crocs, Universal Studios (Harry Potter Back to Hogwarts Collection), and Peanuts. (all year)

UNIQUE BRAND EXPERIENCES:

1. ITALIAN MUSEUMS AND DOGS: Italian museums started offering free dog-sitting services in a bid to boost visitor numbers. The scheme, initiated by the Bauadvisor dog services company, launched in Rome at four major cultural sites. Forty dog owners reportedly used the service on its opening day. A 2024 report published by the Eurispes research company found that a third of Italian families have pets, and that almost 50 percent of those pets are dogs. The service, which can be booked online, will tour 15 tourist hotspots across Italy for one day each month until April 2026. Dog owners will be able to leave their pets with trained minders at the entrances of selected museums. The dogs will then be walked and fed while their owners roam free inside each institution. (January)

2. GIANT PANDAS IN WASHINGTON, D.C.: The zoo welcomed two new bears, Bao Li and Qing Bao. In a ceremonial opening of the Asia Trail exhibit, the Zoo was declared as the "District of Panda." Hotels, restaurants, and even the Washington, D.C. public library got into the panda spirit: "Check out panda-themed books, stream documentaries about the species, create a panda paper mache mask, and more." (January)

3. HONOR FOR MATTEL: Mattel received the Evelyn Y. Davis Corporate Changemaker Award to recognize the societal impact of its Barbie brand to empower ALL to explore the wonder of childhood and reach their full potential. According to Toy World Magazine, "Evelyn Y. Davis, the namesake of the Corporate Changemaker Award, and Ruth Handler, Mattel's co-founder, first corporate president, and Barbie's creator, both shared a vision of challenging how women are perceived in society. Evelyn was an advocate for transparency, accountability, and gender equity in the corporate world, while Ruth revolutionized the toy industry by creating toys that challenged traditional gender roles and empowered girls to dream big." (March)

4. BLUE ORIGIN: Jeff Bezos' aerospace company, Blue Origin, sent an all-female crew to space. The crew included singer Katy Perry; morning TV host Gayle King; Bezo's fiance Lauren Sanchez who brought the mission together; space engineer Aisha Bowe; civil rights activist Amanda Nguyen; and film producer Kerianne Flynn (whose credits include "This Changes Everything" (2018) about the history of women in Hollywood and "Lilly" (2024), which was a tribute to fair-pay advocate Lilly Ledbetter. (April)

5. 50TH ANNIVERSARY OF JAWS: "When "Jaws" first came out in 1975, we virtually knew nothing about sharks, and nobody knew how important of a role they play in their ecosystem," explained Megan Winton, a scientist at the Atlantic White Shark Conservancy on Cape Cod. As reported by USA Today, "On Martha's Vineyard − the real-life version of Steven Spielberg's fictional Amity Island − planning for the 50th anniversary of "Jaws" has been in the works for years. There will be screenings of the film and a documentary about its production, a live performance of the movie's famous score, and parties where fans can meet some of the cast and crew. Most shops and restaurants are decked out with "Jaws"-themed merchandise from custom-poured shark candles to a bloody-looking cranberry sweet treat at Murdick's Fudge." (Summer)

6. PUFFINS IN ICELAND: IFLScience reported, "In Iceland, as summer draws to a close, locals give baby puffins a helping hand as they leave their burrows for the first time and attempt to find the ocean. It's a long-held tradition in the Westman Islands, where puffins nest in large numbers. The island cluster is home to the largest puffin colony in the world with around 830,000 breeding pairs - approximately 20 percent of the global population - arriving each spring/summer to mate and lay their eggs. As nights begin, puffin chicks (known as pufflings) start to flee the nest, embarking on an often-treacherous journey to the sea. The baby birds are guided by the light of the moon, but tend to be drawn by the bright city lights, and instead, head inland. Their wings are too weak to take off again, so they can end up stranded on the island, where they make easy prey for local predators. To set them back on the right course, the people of Iceland will intervene. There are designated rescue teams and hundreds of volunteers who scour the nearby towns and villages each night, scoop up hapless pufflings, take them home, and gently throw them off a cliff the next morning. Rescuers can scoop up as many as 10 pufflings a night during the peak. Once in the air, the pufflings know how to handle the rest." (September)

7. MATTEL’S BARBIE AND MUSEUM OF MODERN ART: A limited-edition series of toy brands from Mattel were reimagined through the lens of modern art and New York City's Museum of Modern Art's timeless influence on global design. These include Barbie, Hot Wheels, and more. According to MoMA's website, "As the collection’s centerpiece, the MoMA-inspired Barbie captures the essence of modern creativity — sleek lines, abstract color palettes, and fashion that echoes the harmony between art and individuality. Barbie's look feels at once timeless and contemporary, bridging childhood nostalgia with the sophistication of gallery-worthy design. Inspired by Vincent van Gogh’s masterpiece “The Starry Night,” the doll transforms one of the world’s most iconic paintings into couture fashion. Barbie wears an exquisite evening gown in swirling shades of deep blue and turquoise, echoing the brushstrokes and rhythm of Van Gogh’s night sky. The fabric captures the motion and emotion of the artwork, while her sculpted blonde hair, accented with shimmering blue tones, mirrors the painting’s luminous energy. Every detail — from the fluid silhouette of the dress to the sculptural curls framing her face — pays homage to Van Gogh’s vision of light and movement. The collection was available beginning in November online at Mattelcreations, MoMA’s website, and at MoMA Design Stores in New York and Japan.” (October)

8. LOUVRE THEFT IN PARIS, FRANCE: In news that shocked the world, on October 19th, thieves disguised as construction workers stole eight pieces of the French Crown Jewels valued at $100 million from the Apollo Gallery in the Louvre Museum in Paris, France. The robbery took less than eight minutes, of which the thieves spent four in the museum itself, and occurred during regular opening hours. Following the news of the Louvre break-in and robbery, the Cafe Saint Honore in Paris shared a post on Instagram of two teddy bears wearing red French beret hats climbing on the Louvre Museum's triangle - as if they were the thieves. In a related post, they shared a cover page of Le Parisien newspaper with the following story, "Breaking News: The Heist of the Century? Priceless pieces stolen from the world's most famous museum. The suspects were seen yesterday and captured in this photo, their whereabouts are still unknown. Some people claim to have seen them drinking tea at Cafe Saint Honore and acting suspicious. We're sure the bears at Cafe Saint Honore could only steal smiles. Neighbors in the area say they are extremely cute and adorable and the only thing they could steal would be smiles and tenderness." (October)

9. IKEA COLOR OF THE YEAR FOR 2026: With all the appropriate brands that announced their Colors of the Year for 2026, i.e., graphic design and paint color brands, this brand definitely stood out among the noise. According to Apartment Therapy, "Swedish furniture brand IKEA announced its 2026 Color of the Year as Rebel Pink, a hue that brings "a bold response to the need for joy, energy, and self-expression," explained Abbey Stark, home furnishing direction leader at IKEA U.S. "When selecting Rebel Pink as the Color of the Year for 2026, we looked deeply into macro trends across design, fashion, and culture, and how they influence life in our homes. We see [Rebel Pink] as a new neutral that energizes everyday spaces while staying true to Scandinavian simplicity; it’s not just a color, it’s a movement that invites people to push boundaries and embrace individuality.” The color is heavily featured in the new GREJSIMOJS collection, a set created by 12 designers that celebrates the importance of joy and play for both kids and adults. (December)

With all these changes, one wonders if brands that don’t make changes have staying power. Do logos and brand names need to be refreshed every so often? How do these changes impact brand equity and customer/fan/stakeholder recognition? These are important questions before considering, planning, and executing strategic branding changes.

Which brands will make news during 2026? Swing by #DebbieLaskeysBlog in January 2027 for a recap!

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Image Credit: Bright Pink Agency.