There have been so many news stories during May that reflected brand awareness, brand identity, brand names, brand partnerships, brand storytelling, holiday marketing, personal branding, rebranding, social media marketing, and more - that this recap has been split into two parts - and the second part will go live on May 31st.
INTRODUCTION OF POPE LEO XIV
The world has a new Pope. On May 8th, Cardinal Robert Prevost was elected as the first US-born pontiff and will be known as Pope Leo XIV. The 69-year-old from Chicago stepped into his role as the 267th Pope on the balcony of St. Peter's Basilica after the announcement addressing thousands of cheering Catholics with the words: "Peace be with you all."
According to CBS News, "There are no written rules or official criteria for a Pope's name, but they choose names that have meaning in the Catholic tradition. The name a new Pope chooses will "indicate a certain spirit and direction and vision of the new Pope," said Dennis Doyle, a theologian and professor emeritus of religious studies at the University of Dayton."
The name Leo has been chosen 13 times, and according to CBS papal reporter Candida Moss, "The name Leo harkens back to Pope Leo the Great, the first Pope with the name Leo. The name also has a historical association with strong leadership and courage."
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."
NEW YORK PUBLIC LIBRARY'S LIONS
Since two large lion statues sit along the steps leading to the front doors of the New York Public Library in New York City, will the library use the name of the new Pope for its marketing promotions and/or fundraising? Seems like a wonderful marketing opportunity!
THE LEO SANDWICH
Portillo's, the Chicago-based hot dog and sandwich chain, has named one of its sandwiches "The Leo" after the new Pope, who was born in Chicago. The sandwich will be 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
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!"
WOMEN-ONLY ADVENTURES FOR MOTHER'S DAY
Natural Habitat Adventures, a conservation travel partner and the world's first 100 percent carbon-neutral travel company, promoted "Women-Only Adventures for Mother's Day." According to the brand, "At NatHab, we believe in honoring journeys of all kinds, including those of the women who inspire us to venture farther. Our Women's Journeys celebrate that spirit, connecting you the traveler with nature, community, and the powerful legacy of women forging their own paths. From Iceland to Costa Rica, Peru to Portugal, and beyond, our women-only trips focus on camaraderie, discovery, and shared experience."
PRESIDENT TRUMP'S FIRST 100 DAYS
According to Brookings, "A president's first 100 days is by no means the definitive judgment on his administration, but the legacy of Franklin Roosevelt means that the press continues to pay attention to it...Roosevelt's first 100 days are remembered because of the breathtaking scope of bold and new actions, both legislative and regulatory, that set the bar so high. To name but a few: in those 100 days, he declared a bank holiday which stopped the disastrous run on the banks, he took America off the gold standard, and he passed groundbreaking legislation for farmers and homeowners and for the unemployed."
What stood out to you during Trump's first 100 days? Was it the renaming of the Gulf of Mexico to the Gulf of America? Was it his dizzying back-and-forth actions with tariffs and threat to escalate a trade war with the European Union? Was it his threat to take over Greenland? Was it his harsh rhetoric calling for Canada to be America's 51st state? Was it his blatant disregard for immigrants on the pathway toward legal residence and citizenship? Was it his assault on colleges and universities? Was it his friendship with Elon Musk and creation of DOGE? Was it the volatile stock market? Was it his jokes about a third term? Or was it his wish to dismantle the Department of Education? Or was it his dismantling of the Kennedy Center for the Arts Board of Directors? Was it his firing of former second gentleman Doug Emhoff from the Holocaust Museum Board? Was it his firing of the Librarian of Congress or the fact that he cut all federal funding to PBS and NPR? Was it his order to remove all reference to DEI (diversity, equity, and inclusion) on all federal websites? Was it his executive order prohibiting people who are transgender from serving in the military? Was it because he wanted to re-name Veteran's Day? Was it because he will receive an airplane as a personal gift from the country of Qatar? Was it his administration's endorsement of immigration raids on schools? Was it because he attempted to (and continues to) end birthright citizenship? Was it because he pardoned more than 1,500 people convicted on January 6 Capitol riot charges? Was it because he withdrew the United States from the Paris Climate Accords and the World Health Organization?
How will these "First 100 Days" be evaluated by future historians?
BARBARA BUSH POSTAGE STAMP
According to the United States Postal Service, "Honor the life and legacy of former first lady Barbara Bush (1925-2018), wife of the 41st president, George H. W. Bush, first lady of the US from 1989 to 1993, and mother of 43rd president, George W. Bush. The matriarch of one of the most political families in US history, Mrs. Bush was a tireless advocate for literacy, while her plainspoken style and sharp sense of humor drew bipartisan respect. The stamp art is a detail from the official 2005 White House oil-on-canvas portrait featuring one of her signature multi-strand pearl necklaces. The stamp was unveiled by Bush family members and the current first lady at the White House on May 8th, however, the dedication ceremony will be held on June 10th in Kennebunkport, Maine, in honor of the 100th anniversary of the former first lady's birth and the culmination of her centennial year."
The US Postal Service also noted that "news of the stamp will be shared with the hashtag #BarbaraBushStamp" - it's interesting that a hashtag is part of the promotions by a federal government agency.
NEW LIFE FOR ALCATRAZ?
One of President Trump's latest remarks (causing many to shake their heads in disbelief) was an idea to reopen and expand Alcatraz, a former prison in the San Francisco Bay, that is currently a popular tourist destination managed by the National Park Service. The prison, located on an island in San Francisco Bay, was originally a military fort before becoming a federal penitentiary in 1934. It housed notorious criminals and closed in 1963 due to high operating costs. Experts and historians have raised concerns about the feasibility of reopening Alcatraz, citing the high costs of restoring and operating the deteriorated facility. Critics also argue that the idea is a political stunt and a distraction from other important issues.
MAX BECOMES HBO MAX — AGAIN
According to NPR, "The streaming service formerly known as HBO Max will once again be called HBO Max. Warner Bros. Discovery (WBD) announced in mid-May that it will soon put the "HBO" back in the name, two years — and much criticism — after dropping it. 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, even as popular HBO originals like The White Lotus and The Last of Us dominated the discourse and drove people to the platform — Warner Bros. Discovery says it added 22 million subscribers over the past year. It hopes the rebrand, slated for this summer, will build on that momentum."
Does this remind anyone of the period of time when Price was known as "The Artist Formerly Known as Prince?" Is this name change significant enough to be acknowledged by viewers?
BILL GATES AND WARREN BUFFETT NEWS
Two men who have dominated business news for decades were recently in the news for their announcements.
Bill Gates, American entrepreneur, investor, and philanthropist who co-founded Microsoft with Paul Allen in 1975, announced that he will donate 99 percent of his wealth to the Gates Foundation over the next 20 years. He explained, "People will say a lot of things about me when I die, but I am determined that "he died rich" will not be one of them...There are too many urgent problems to solve for me to hold onto resources that could be used to help people. That is why I have decided to give my money back to society much faster than I had originally planned."
And Warren Buffett, an American investor and philanthropist who chairs and leads Berkshire Hathaway, a multi-billion dollar holding company, announced that he will retire at the end of 2025. According to QZ, "Buffet's realization crystallized over the past year, culminating in a surprise announcement at the end of Berkshire's annual meeting in May: Buffett will step down as CEO this December. Greg Abel, age 62, will take the helm. Buffett will remain chairman of the board — still involved, but no longer in charge.
WENDY'S RAISES MONEY AND AWARENESS FOR FOSTER CARE
According to the dining brand's website, "Wendy's fans are invited to 'Make a Biggie Difference' in partnership with Coca-Cola and Keurig Dr Pepper during the month of May in honor of National Foster Care Month. Each simple scan of the QR code located on select Wendy's cups automatically unlocks a $5 donation from Wendy's to the Dave Thomas Foundation for Adoption to help the Foundation find forever families for children waiting in foster care, up to a $500,000 donation from the campaign. Wendy's continues its longstanding commitment to increase the number of adoptions of children waiting in North America's foster care systems. Today, there are more than 108,000 children who live in foster homes in the U.S. and Canada, and Wendy's is making it easier than ever to Make a Biggie Difference in finding children loving, forever homes."
OSKAR SCHINDLER MUSEUM
According to NPR, "A dilapidated industrial site in the Czech Republic where German businessman Oskar Schindler saved 1,200 Jews during World War II is coming back to life. The site, a former textile factory in the town of Brnenec, about 100 miles east of Prague, was stolen by the Nazis from its Jewish owners in 1938 and turned into a concentration camp. In mid-May, it welcomed the first visitors to the "Museum of Survivors" dedicated to the Holocaust and the history of Jews in this part of Europe. The opening was timed to coincide with the 80th anniversary of the end of World War II. It was also in May 1945 that Schindler received a golden ring from grateful Jewish survivors, made with gold taken from their teeth. The ring was inscribed with the Hebrew words from the Talmud, saying "Whoever saves one life saves the world entire." Schindler's story was told in Steven Spielberg's Oscar-winning movie, Schindler's List."
GULF OF AMERICA BILL INTRODUCED IN CONGRESS
According to NBC, "The Republican-led House passed a bill on May 8th that seeks to codify President Trump's executive order (made on January 20th) that renamed the Gulf of Mexico to the Gulf of America. Though all Democrats and one Republican — Rep. Don Bacon of Nebraska — opposed the bill, Republicans narrowly passed the measure, 211-206, sending it to the Senate for a vote." The bill would prevent a future president from easily reversing the move through executive action, however, the measure's future is uncertain in the U.S. Senate.
TOYS AND TARIFFS
According to Mattel CEO Ynon Kreiz, "We need to remember that a significant part of toy creation happens in America. Design, development, product engineering, brand management all happens in America. Making product, producing product in other countries, allows us to create quality products at affordable price points. Mattel has been diversifying its global manufacturing for nearly a decade in an effort to reduce its dependence on China. In the meantime, Mattel is taking mitigating actions to fully offset costs associated with Trump's trade war with China, including raising prices in the U.S., while aiming to keep the cost of many toys low. We expect between 40-50 percent of all products under $20. This is something we are committed to do, to continue to create quality product and find the right balance of price and value all in the service of the consumer.”
REMEMBER THE YUGO?
According to Forbes, "Serbian budget car brand Yugo is back. Almost. Yugo promised that its hatchback will be true to the brand's traditional budget ethos, with only two doors in the sub-compact market. Led by Professor Doctor Aleksandar Bjelic, Yugo promises to deliver a fun, affordable car that will meet global safety standards and launch with both manual and automatic transmissions attached to combustion engines. The first running prototype is scheduled to debut at the 2027 Belgrade Expo. The new model reveal comes 17 years after production of the Zastava Automobiles Yugo GV (as it was called in the U.S.) ended, having spent 28 years developing a cult following despite a reputation for poor build quality and reliability. Malcolm Bricklin introduced Yugo to the United States in 1985, achieving surprising success, with 48,812 sales in 1987 alone, despite it being the slowest car sold in the country, but by 1992, that figure had fallen to just 1,412, and Yugo departed U.S. showrooms despite selling 141,651 cars."
DISNEY ARRIVES IN THE MIDDLE EAST
According to Conde-Nast Traveler, "Disney has announced plans for its first theme park in the Middle East, sparking much excitement from fans in the region and beyond. Disneyland Abu Dhabi (capital of the United Arab Emirates) is being built on Yas Island, joining existing theme parks, Ferrari World, Warner Bros. World, and Yas Waterworld. It will become Disney’s seventh theme park globally alongside Florida, California, Paris, Tokyo, Shanghai, and Hong Kong."
According to WDW Magic, "The upcoming Disney resort in Abu Dhabi will be fully funded and operated by Abu Dhabi-based developer Miral, with Disney leading creative development and operational oversight through its Imagineering division. No opening date has been announced."
According to Forbes, "Few entertainment destinations are as recognizable as Disney's castle parks. Named after their centerpiece castle, they are surrounded by clearly-defined lands themed to different eras and regions of the world. It's hard to find someone who doesn't know what they look like, so when Disney unveiled the format for its park in Abu Dhabi, it turned heads. Not only is it hard to make out individual lands in the concept art, but the castle itself is not located in the middle of the park. Instead, it is located at the back, sitting on the beach of the man-made Yas Island. The most breathtaking difference is the castle itself. Rather than being an amalgam of actual castles or being based on one from a famous fairytale, it looks like a stylized version of Elsa's ice palace from Disney's 2013 hit animated movie Frozen."
Time will tell how this expansion will alter Disney's popular international brand - and how this particular park - including rides, characters, food, and merchandise - will be tailored for this area of the world (as those elements were tailored for the parks in France, Japan, and China).
MOST POPULAR DINING BRANDS
During May, YouGov, an international, online, data research company, released its findings for popular dining brands for the first quarter of 2025. The data measured the percentage of consumers with a positive opinion of each brand. The top five most popular dining brands were Baskin-Robbins, Dairy Queen, Dunkin', Krispy Kreme, and Domino's. Popular restaurant chain The Cheesecake Factory was number 16, Outback Steakhouse was number 22, and McDonald's was number 32. Did these findings surprise you and/or make you hungry?
What other recent marketing buzz caught your attention? Since there's always something happening that impacts marketing, read #DebbieLaskeysBlog for the scoop!
Image Credits: US Postal Service, Kraft Heinz, and The Vatican News.
Read about Pope Leo XIV:
https://www.vaticannews.va/en/pope.html
Learn why Popes change their names:
Read 10 Secrets You Didn't Know About The NYPL's Iconic Lion Statues:
https://secretnyc.co/secrets-nypl-lion-statues/
Check out NatHab's Womens Journeys:
https://www.nathab.com/womens-adventures
Track details from all of Trump's first 100 days:
https://www.theguardian.com/us-news/2025/apr/29/donald-trump-first-100-days-tracker
Sign up to participate in a future YouGov survey:
https://account.yougov.com/us-en/join/main
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