During the past month, there were news stories that reflected brand identity, brand storytelling, corporate sponsorship, logo design, personal branding, pricing, and more.
DEATH OF POPE FRANCIS
Known as the "People's Pope," Pope Francis died at the age of 88 on April 21st, also known as Easter Monday in Vatican City.
According to Aidan Moir, Assistant Professor, Department of Communication, Media, and Film, at the University of Windsor in 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 2010's 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' "progressive" public image.
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 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. Those decisions were branding strategies. Francis' 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. His embrace of technology made him appear "cool," leading to a decade of viral social media posts and memes. The first papal selfie, taken in 2013 with teenage pilgrims visiting the Vatican, went viral on Twitter (now X).
Iconic brands cannot act alone to maintain their cultural status. From the outset, news media were an integral part of building the Pope's image. Francis was TIME magazine's 2013 Person of the Year, and he also graced the cover of Rolling Stone. He was largely unknown around the world prior to becoming Pope. Media coverage played an important role in presenting his brand to global audiences as news reports suggested Francis' humility, compassion for the poor, and radical approach to the papacy would transform the Catholic Church. Just days after his election, The Washington Post labelled Francis "the People’s Pope." This title connected Francis to figures likes Princess Diana, a similar iconic figure known for challenging protocol and her progressive charity work, who was dubbed "the People's Princess."
Pope Francis developed an iconic brand that connected with the public during a decade defined by progressive ideals as legacy and social media worked together as co-authors in building his identity. Iconic brands can transform the institutions they represent. Pope Francis' image demonstrates how papal branding is no different than other forms of branding. It depends on different dynamics coming together at the right moment to form myths for public connection. Memes related to the movie CONCLAVE are already going viral on social media. The new pontiff will enter a different cultural landscape than Pope Francis, but the strategies for creating an iconic brand remain the same."
Everyone in the world will be waiting for the dark smoke to turn white emanating out of the Vatican - signifying that a new Pope has been chosen. The 2025 Papal Conclave is expected to begin May 7th and last between 15-20 days. According to Wikipedia, "Cardinals aged 80 years or older before the day the papacy fell vacant are ineligible to participate. As of April 21st, there are 252 cardinals, of whom 136 are under 80; and 108 (80 percent) of the potential electors were appointed as cardinals by Pope Francis...Although the conclave cardinals may elect any Catholic male who has been baptized, they have elected only a fellow elector cardinal since the 1389 Papal Conclave."
Where will the new Pope come from, and what name will he choose?
THE POSSIBILITY OF ITALIAN CITIZENSHIP
According to ETIAS.com, "Italy, long generous in offering citizenship by descent, has dramatically tightened the rules. As of April 2025, only those with an Italian parent or grandparent can now qualify for citizenship through ancestry. The shift marks a sharp reversal from decades of open eligibility that welcomed millions with more distant Italian roots, including great-grandchildren and beyond. The sudden decree blocked access for up to 80 million people worldwide who previously qualified. It immediately upended the hopes of thousands who had invested years, money, and energy into tracing their lineage. Many of those applications now sit in limbo. The reform follows years of mounting pressure on Italy's legal and bureaucratic systems. Municipal offices, courts, and consulates reported being overwhelmed by record volumes of citizenship claims...Until now, Italy's citizenship laws leaned heavily on "jus sanguinis," or right of blood. Anyone with proof of an ancestor alive after 1861 — the year Italy became a nation — could apply. That leniency set Italy apart from many European countries, where stricter documentation or language requirements often apply. Now, the government has drawn a line. Only those with direct links — parents or grandparents born in Italy — can use ancestry to become Italian. To reduce delays and prevent fraud, Italy will now handle all applications through a single federal system. Consulates abroad are out. In-person interviews are in. Every applicant must travel to Italy to complete the process, a move expected to reduce speculative filings. Dual nationals also face new responsibilities. To retain their status, they must stay engaged — renewing passports, paying taxes, and voting. A passport, officials said, cannot be a forgotten trophy."
Will this change affect Italy's brand on the world stage?
TRAVEL BRAND NEWS
According to CNN Travel, "To counteract overtourism, the city of Venice (Italy) is doubling its daytripper entry fees, and the city of Edinburgh (Scotland) will tax tourists for overnight stays. Spain has ended its golden visa program giving residency rights to foreign citizens. Visitors to the United Kingdom from the European Union now join those from 48 other countries who must now apply and pay a fee before travel. The Empire State Building in New York City introduced surge-pricing, where prices increase according to demand (something that Disneyland has done for years). And permit fees to climb Mount Everest (Nepal) are increasing by more than 35 percent, while climbing Mount Fuji (Japan) now requires a $27 entry fee to address overcrowding and environmental concerns - plus hikers must also complete a safety class and pass a test."
CALIFORNIA'S BOOMING ECONOMY
According to USA Today, "California Governor Gavin Newsom announced on April 23rd that California is now the fourth-largest economy in the world. With nominal gross domestic product of $4.1 trillion, the state now ranks behind only the overall U.S., China, and Germany, citing data from the International Monetary Fund (IMF) and U.S. Bureau of Economic Analysis (BEA). Japan ranked fifth at $4.02 trillion. California has the largest share of manufacturing and agricultural production in the US. It is also home to leading technological innovation, the center of the world's entertainment industry and the country's two largest seaports."
According to the BBC, "The new data shows California's GDP is behind the U.S. at $29.18 trillion, China at $18.74 trillion, and Germany at $4.65 trillion. It also shows California's economy was the fastest growing among those countries. Japan's economy is under pressure because of its decreasing and aging population, which means its workforce is shrinking, and social care costs are ballooning."
Newsom said, "California isn't just keeping pace with the world – we're setting the pace. Our economy is thriving because we invest in people, prioritize sustainability, and believe in the power of innovation." He also said that President Donald Trump's tariffs were "reckless and threaten the state's progress. California's economy powers the nation, and it must be protected." Newsom also filed a lawsuit on behalf of the state in mid-April challenging the Trump administration’s tariff policies, arguing the trade moves would disproportionally impact California.
According to The Hill, "U.S. Bureau of Economic Analysis (BEA) Data showed that among states, Texas came in behind California, with a GDP of $2.7 trillion, and New York followed at $2.3 trillion."
NEW LOGO FOR ABC'S NIGHTLINE
According to Variety, since ABC's show is celebrating its 45th anniversary, "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."
NIGHTLINE actually had its start in November 1979 with the title, "The Iran Crisis: America Held Hostage," which analyzed the hostage crisis in Iran. March 24th marked the 45th anniversary of when the show was relaunched as "Nightline" and expanded to also focus on other topics.
NEW SPOKESBELL FOR HOTELS.COM
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." The brand, previously known for ads featuring a Captain Obvious character played by actor Brandon Moynihan, is tweaking its approach with the puppeteered, cartoon-like Bellboy, who is meant to exude confidence while sharing travel hacks and savings learned from an upbringing in the hospitality industry. 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."
Bellboy, an anthropomorphic hotel desk bell standing about 18 inches tall, stars in a new campaign supporting a sale running through May 26th. The campaign, which includes a jingle, will appear on Instagram, TikTok, YouTube, as well as on Hotels.com's website and app.
CALIFORNIA PIZZA KITCHEN CELEBRATION
According to KTLA, "In honor of its 40th anniversary, CPK is reintroducing select menu items from its past, chosen by guests, team members, executive chef Paul Pszybylski and company founders Rick Rosenfield and Larry Flax. The seasonal offerings will be available until mid-May and include: Rosemary Roasted Potato & Grilled Chicken Pizza, Chicken Milanese, Waldorf Chicken Salad, and Tortilla Spring Rolls. CPK's annual "Thank You Card" promotion is also back for the anniversary. The promotion offers a prize to every adult guest who dines in or orders takeout or delivery through May 11th. Prizes range from discounts on future meals to cash awards of up to $40,000. New this year, CPK is introducing a digital second-chance giveaway. By scanning a QR code on their "Thank You Card," guests can join CPK Rewards for an instant $5 bonus and a chance to win a five-day cruise. Guests can reveal their prizes at any full-service CPK location between March 2nd and June 8th."
Who's ready for pizza?
WILL HOLLYWOOD BECOME ANOTHER DETROIT?
According to The Hollywood Reporter, "The specter of Los Angeles becoming another Detroit, a city built on a specific industry that became a shell of its former self when that business moved out, loomed over a compelling film and TV industry town hall (in mid-April) that tackled not only the calamitous drop in production in Hollywood and throughout California, but also the fight to get the state to increase its entertainment production tax incentive."
WHITE HOUSE EASTER EGG ROLL
Did you hear that the current resident in the White House asked for corporate sponsors for this year's Easter Egg Roll? Breaking with tradition (no surprise), according to NPR, "Major tech companies were among the corporate sponsors solicited for the annual Easter Egg Roll event held Monday, April 21st, on the South Lawn of the White House. This comes as billionaire tech executives have faced growing criticism for cozying up to the Trump administration...Listed among the sponsors were companies including YouTube, Amazon, and Meta (parent company of Facebook and Instagram)...In a statement, YouTube said its participation in the Easter Egg Roll "has become an annual tradition. Our goal is to provide an opportunity for kids to meet their favorite creators, and we look forward to having a presence once again this year." The annual event dates back to the presidency of Rutherford B. Hayes, according to the White House, and except for war and food shortages, has been a mainstay of Pennsylvania Avenue since 1878."
According to The Hill, "The White House traditionally partners with Harbinger, an outside production company, to fuel games and activities for families invited to join the yearly celebration. This year, the two entities solicited corporations to donate $75,000 to $200,000 in sponsorships with the promise of on-site branding and logo displays typically banned due to concerns of private gain spurred by taxpayer dollars. This year's tech sponsorships were also top donors to President Trump's inaugural fund. Their donations continue to be spotlighted as a potential avenue for CEO's to bypass the reins set by lawmakers in Washington. In addition to Amazon, Meta, YouTube, additional sponsors included The New York Stock Exchange, the Toy Association, International Fresh Produce Association, and the National Confectioners Association."
NEW CEO FOR JERSEY MIKE'S
Founded in 1956 as Mike's Subs with one location in Point Pleasant, New Jersey, Jersey Mike's has grown into a premier franchisor with more than 3,000 locations in the U.S. and Canada. The brand recently announced that Charlie Morrison, the former Wingstop chief executive, has been named as new CEO of Jersey Mike's, while founder Peter Cancro will remain chairman. Morrison will be only the second CEO in the company's 50-year history. According to Morrison, "Jersey Mike's is a unique brand with a rich history, loyal customer base, and authentic culture which Peter and his talented team have cultivated over the past five decades. I am honored to be entrusted with continuing this legacy and I could not be more excited to get to work with this incredible team and the owners who bring it to life every day. Together, we'll focus on continuing to accelerate growth across new and existing markets and identifying opportunities to invest in additional technological advancements and innovation, while remaining true to the exceptional quality, service, and community values that make Jersey Mike's so beloved nationwide."
According to WATTPoultry, "While at Wingstop, Morrison was responsible for leading the strategic direction of the company and its global operations. With Morrison at the helm, Wingstop grew from fewer than 500 stores to over 2,000 locations in more than 10 countries, while more than doubling average unit volumes and leading the company through one of the most successful initial public offerings in the history of the restaurant industry."
A NEW ERA FOR THE SMITHSONIAN
An Executive Order was announced by the White House on March 27th that continues to make waves for its craziness:
"It is the policy of my Administration to restore Federal sites dedicated to history, including parks and museums, to solemn and uplifting public monuments that remind Americans of our extraordinary heritage, consistent progress toward becoming a more perfect Union, and unmatched record of advancing liberty, prosperity, and human flourishing. Museums in our Nation's capital should be places where individuals go to learn — not to be subjected to ideological indoctrination or divisive narratives that distort our shared history. To advance this policy, we will restore the Smithsonian Institution to its rightful place as a symbol of inspiration and American greatness - igniting the imagination of young minds, honoring the richness of American history and innovation, and instilling pride in the hearts of all Americans."
According to United Press International (UPI), "U.S. House Minority Leader Hakeem Jeffries wants Supreme Court Chief Justice John Roberts to reject an executive order from President Donald Trump that seeks an end to the "influence of a divisive, race-centered ideology" at the Smithsonian. Roberts sits on the Smithsonian Institution's Board of Regents and serves as chancellor of the Smithsonian. The next board meeting of the Smithsonian, which includes Vice President JD Vance, is scheduled for June 9.
Jeffries of California wrote to Chief Justice Roberts, "I write to express my strong opposition to President Trump's Proclamation issued on March 27th, which preposterously purports to restore 'truth and sanity to American history' by censoring 'improper ideology' at the Smithsonian Institution. It is imperative that you, along with your fellow Regents, continue the storied legacy of the Smithsonian that tells the American story honestly and completely. President Trump's proclamation, which seeks to whitewash our history, is cowardly and unpatriotic. It must fail. The Smithsonian attracts tens of millions of visitors a year and works with the finest subject matter experts in virtually every field."
Founded in 1846, the Smithsonian Institution includes 21 museums, 14 education and research centers, and the National Zoo. According to its website, it's the largest museum, education, and research complex in the world. The Smithsonian contains an estimated 157 million objects, works of art, and specimens in more than 2.7 million feet indoors in Washington, D.C. There are additional buildings in Maryland, New York, and Virginia.
RETAIL UNCERTAINTY AND TARIFFS
According to NPR, "The companies that make our food and home essentials are officially sounding alarms about what lies ahead for American shoppers. The largest consumer conglomerates are cutting their financial forecasts for the year, predicting lower sales and profits. This includes Pepsi (which also owns Frito-Lay and Quaker Oats), Kimberly-Clark (which makes Kleenex, Huggies, and Scott toilet paper), and Procter & Gamble (which makes Tide, Pampers, and Charmin). Kimberly-Clark estimates that the trade war will add $300 million in new costs for the company. Procter & Gamble warned it may raise prices to offset new expenses. Many consumer giants rely on China for packaging, materials, and other parts of their supply chain. Those who make products in the U.S. now face reciprocal tariffs on American goods imposed by foreign government in retaliation. Retail sales are a key element of the U.S. economy. And in the lead-up to tariffs, March actually saw a big jump in retail spending — driven by people purchasing cars and big-ticket items before any tariff-related price increases. Economists noted that a long stretch of low unemployment and rising incomes helped Americans keep shopping."
COCA-COLA AND BODYARMOR MAKEOVER
According to Yahoo Finance, "When Coca-Cola fully took control of BodyArmor in 2021 in a $5.6 billion deal, the company had the goal of it "becoming the #1 global sports drink," toppling PepsiCo's Gatorade from its top-selling position. About four years later, BodyArmor remains stuck behind rival Gatorade and sister brand Powerade. The drink is beset with several problems, including more competition, a muddled brand identity, and stagnating sales that forced its parent company to take a $760 million write-down of the brand. In mid-April, BodyArmor announced a rebirth with refreshed packaging, a tweaked logo, and its largest-ever advertising campaign. The splashy ads feature athletes such as NFL player Joe Burrow and WNBA star Sabrina Ionescu and will make its debut during the NHL playoffs."
According to Tom Gargiulo, BodyAmor’s chief marketing officer, "One of our biggest barriers right now is just not a lot of people know about who we are and what we're about. We think there's a massive opportunity ahead in terms of really exploding this brand's growth."
LOS ANGELES POLICE DEPARTMENT ADVERTISING
The Los Angeles Police Department has launched a new recruitment campaign entitled "Unrivaled Since 1869" with hopes to attract a new generation of officers and address ongoing staffing challenges. Announced in mid-April, the campaign aims to reposition the department as a "dynamic, purpose-driven workplace," particularly targeting adults aged 21 to 35 from diverse backgrounds. In addition to traditional police work, the campaign highlights the more than 250 job types within the LAPD such as drone pilots, cybercrime investigators, and mental health specialists. The campaign's ads can be seen on YouTube, Instagram, Reddit, Twitch, and throughout the city on billboards.
CAPITAL ONE AND DISCOVER MERGER
Capital One Financial Corporation (NYSE: COF) and Discover Financial Services (NYSE: DFS) announced on April 18th that the Board of Governors of the Federal Reserve System and the Office of the Comptroller of the Currency approved Capital One's proposed acquisition of Discover. This follows approval of the transaction by the Delaware State Bank Commissioner in December 2024, and by shareholders of more than 99 percent of each company's shares voting in February of 2025. The transaction is expected to close on May 18th.
According to Richard Fairbank, Founder, Chairman, and CEO of Capital One, "This is an exciting moment for Capital One and Discover. We understand the critical importance of a strong and competitive banking system to our customers and our economy, and we appreciate the thoughtful and diligent engagement of our regulators as they thoroughly reviewed this deal over the past 14 months. I am grateful to the thousands of associates across Capital One and Discover who have worked tirelessly to help us achieve this significant milestone. We look forward to bringing these two great companies together with a profound sense of possibility and responsibility to deliver for our customers, associates, shareholders, and communities."
According to Michael Shepherd, Interim CEO and President of Discover. "The combination of our two great companies will increase competition in payment networks, offer a wider range of products to our customers, increase our resources devoted to innovation and security, and bring meaningful community benefits."
BLUE ORIGIN ALL-WOMEN SPACE FLIGHT
On April 14th, Blue Origin launched its all-female space flight. The flight lasted less than 11 minutes and took the crew to the edge of space (62 miles). This space flight brought back memories of when Valentina Tereshkova of Russia became the first woman in space in 1963. The Blue Origin six-women crew included Katy Perry, Gayle King, Lauren Sánchez, Aisha Bowe, Amanda Nguyen, and Kerianne Flynn. According to The Daily Mail, "While the flight was hailed as a landmark moment for women in STEM, it has drawn harsh criticism, with some questioning the commercial motives behind the 11-minute voyage."
FASHION FOR SPACE TRAVEL
What do you wear for a space flight? Monse designer co-founder Fernando Garcia explained, "We really didn't know where to start. There's no precedent. All the references are men's spacesuits. Simplicity was important, and comfort, and fit. But we also wanted something that was a little dangerous, like a motocross outfit. Or a ski suit. Flattering and sexy."
Lauren Sánchez said, "I think the suits are elegant, but they also bring a little spice to space." Gayle King noted that the suits looked "professional and feminine at the same time."
STARBUCKS NEW DRESS CODE
In mid-April, Starbucks announced a new dress code for its baristas that will go into effect on May 12th, part of CEO Brian Niccol's efforts to overhaul the coffee giant's image. The new uniform guidelines are designed to make the company's "iconic green apron" stand out more, and to "create a sense of familiarity for customers" at all Starbucks locations across North America.
The new policy will require baristas to wear the following items: any solid black short and long-sleeved crewneck, collared, or button-up shirts; any shade of khaki, black, or blue denim bottoms; any new company-branded t-shirts. The chain will provide two free shirts to each of its workers.
According to Starbucks' website, the new dress code will allow baristas to "deliver a more consistent coffeehouse experience that will also bring simpler and clearer guidance to our partners" and also allow baristas to "focus on what matters most, crafting great beverages and fostering connections with customers."
PRADA BUYS VERSACE
The Prada Group announced a deal during April to buy fashion rival Versace from the U.S. luxury group Capri Holdings. Prada said the 47-year-old Versace brand offered "significant untapped growth potential." Prada's Chief Executive Andrea Guerra said that the recent creative shakeup at Versace, with Dario Vitale replacing Donatella Versace as creative director effective April 1st, had nothing to do with the deal.
"This is exactly the strength for our group. There are no overlaps in terms of creativity, in terms of customer," said Lorenzo Bertelli, Prada's chief marketing officer.
DHL SHIPPING CHANGES
According to CNN, "DHL Express, a division of Germany's Deutsche Post, said it would suspend global business-to-consumer shipments worth over $800 to individuals in the United States effective April 21st, as U.S. customs regulatory changes have lengthened clearance. DHL said business-to-business shipments would not be suspended but could face delays. Shipments under $800 to either businesses or consumers were not affected by the changes. The move is a temporary measure, according to the company." Will this decision affect the brand and help its competition?
ELON MUSK AND POLITICAL ADVERTISING
According to Politico, "Democrats want to make Elon Musk the main character in their mid-term messaging. They're just not sure their bogeyman will be around long enough for it to matter. Democratic candidates and operatives are more convinced than ever that there's political advantage in attacking President Donald Trump's partner in slashing government programs. But there's already concern inside the party that Musk may not stay center-stage long enough to make him an effective target all the way through 2026. Trump has told those close to him that Musk will soon hang up his hatchet and has recently taken steps to rein in his special adviser's authority. And during early April, the controversies surrounding Musk's Department of Government Efficiency (DOGE) were overshadowed by the drama over Trump's global tariff threats."
INCREASED US POSTAGE RATES?
According to People magazine, "The United States Postal Service (USPS) filed notice with the Postal Regulatory Commission (PRC) for a five cents price increase to go into effect beginning July 13th. Should the plan go through, Americans could see the price of a first-class Forever stamp rise by five cents, from 73 to 78 cents."
UNVEILING OF BETTY WHITE STAMP
To quote the official press release on March 27th, "The U.S. Postal Service today celebrated beloved entertainer Betty White's mischievous wit, saucy persona, and tireless advocacy for animals with a new stamp at a first-day-of-issue ceremony at the Los Angeles Zoo and Botanical Gardens."
Amber McReynolds, chairperson of the USPS Board of Governors, said at the first-day-of-issue ceremony, "With this stamp, we honor and remember the beloved 'First Lady of Television' and the enduring mark she left on our American culture."
Dale Stephanos, the artist who worked on the stamp, also attended the ceremony and described how the tiniest design detail came to him at breakfast, "I was absentmindedly drawing instead of eating my eggs and looking back down at the mess I had been making in my sketchbook, I saw that at some point, I had drawn a paw print. I had a bit of a Eureka moment and thought, what if I just give Betty an earring that's in the shape of a paw print?"
What other recent marketing buzz caught your attention? Since there's always something happening that impacts marketing, read #DebbieLaskeysBlog for the scoop!
Image Credits: Shutterstock via Restaurant Business (Jersey Mike's), California Pizza Kitchen, ABC News (Nightline), and Chip Somodevilla/Getty Images (2025 White House Egg Roll).
Learn more about where the Earth ends and outer space starts:
https://www.astronomy.com/space-exploration/the-karman-line-where-does-space-begin/
Check out photos of the White House's Easter Egg Roll featuring sponsor signage:
https://www.npr.org/sections/the-picture-show/2025/04/21/g-s1-61666/white-house-easter-egg-roll
Read "Inspirational Leadership Can – And Does – Happen Anywhere" about Jackie Robinson Day:
https://www.debbielaskeysblog.com/2022/04/inspirational-leadership-can-and-does.html
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