During the last week, there were news stories that reflected brand identity, brand storytelling, brand experiences, cobranding, personal branding, product pricing, rebranding, and more.
SOCIAL MEDIA USAGE — DENMARK
Denmark's Prime Minister Mette Frederiksen announced on October 8th that Denmark will move to ban social media for children under 15 because online platforms are stealing their children’s childhood.
Speaking at the opening of the Danish parliament, Frederiksen said her government would propose a ban that also gives parents the option to approve social media use from age 13. She said, "We have said yes to mobile phones in our children's lives in the best sense. So they can call home and communicate with their friends. But the reality is that we have let a monster loose. Never before have so many children and young people suffered from anxiety and depression."
CNN reported, "Denmark is one of a number of countries that are taking action to limit children’s access to cell phones and social media. In November last year, Australian lawmakers passed a world-first law banning social media for children under 16, stipulating that tech companies must take “reasonable steps” to prevent under-age users from accessing social media services or face fines of nearly 50 million Australian dollars ($33 million)."
SOCIAL MEDIA USAGE — JAPAN
As reported by TIME, "A city in central Japan is urging its residents to limit their phone use for leisure to just two hours or less a day, because the mayor is concerned about the impact of spending too much time on devices. Toyoake, a city of 68,000 inhabitants in the Aichi region of Japan, saw a set of new mobile and tablet use guidelines go into effect on October 1st. The measure, which was approved by the city assembly in late September in a 12-7 vote, is more symbolic than enforced. The local government won’t track users phone usage, nor will it enforce fines for going beyond the two-hour limit recommendation. For Koki, the non-enforced limit is more about sending a message, encouraging users to consider their screen time."
The Toyoake municipal government sent an email to elementary and junior high school students regarding the change, "Be mindful of your sleeping hours and health, and discuss with your family how much time you will spend on smartphones and other such devices."
SOCIAL AS "FIRST SCREEN"
Where do you go first for news and brand promotions? As reported by Marketing Week, "Social is the "the first screen," or in some cases, "the only screen" for many consumers, according to Jana Ulaite, Pizza Hut UK and Europe CMO. She spoke at the first Grown Up Social Club event hosted by social creator agency Supernova on October 8th (in London) and explained that the approach to social has evolved beyond being a "checkbox" as the role of social in society has evolved. She used the example of Pizza Hut’s own social content, which is created to be social-first, rather than cut downs of campaigns."
Ulaite explained, "Right now, we’re in a completely different place. There are businesses being built on social, and social is at the centre of the conversation. For Pizza Hut, social is about playing the long game. Rather than being aspirational or highly polished, content is designed for users who go to social to be entertained, learn, and find belonging."
Does your brand consider social platforms as your FIRST SCREEN?
TESLA PRICING
As reported by Reuters, "Tesla has rolled out "affordable" versions of its best-selling Model Y SUV and its Model 3 sedan, but the starting prices of $39,990 and $36,990 were too high, some said, to attract a new class of buyers to the electric vehicle brand. CEO Elon Musk has touted the car as a way to tap a wider swath of buyers, saying last year that a price below $30,000, after incentives, was the key. Tesla is trying to reverse falling sales of its aging lineup amid rising competition in Europe and China, and the loss of a $7,500 tax credit in the United States. The new cars drop some premium finishes and features but offer driving ranges above 300 miles (on a single charge)."
According to Michael Ashley Schulman, CIO and Founding Partner at Running Point Capital Advisors (who has consulted for the World Federation of Exchanges in Paris, the Colombian Financial Exchange, and several high-tech firms — and presented at conferences in California, New York, Malaysia, Argentina, and Spain), "This is Tesla dropping its Steve Jobs turtleneck and slipping into a Walmart hoodie. It's no longer the cool rebel at the edge of innovation — it's the establishment trying to play both Tesla and Toyota at once."
SHARE THIS: This is Tesla dropping its Steve Jobs turtleneck and slipping into a Walmart hoodie. It's no longer the cool rebel at the edge of innovation. ~@rbtrage #DebbieLaskeysBlog #BrandExperience
FUTURE OF EV'S
With the end of the $7,500 tax credit for electric vehicles in the United States, sales are expected to plummet in the coming quarters and perhaps years, according to CNN automotive reporter Chris Isidore. Over the last 30 years, he's covered major U.S. bankruptcies, including GM, Chrysler, Lehman Brothers, most US airlines and Sears, as well as the city of Detroit. He wrote in early October, "But the global auto industry hasn’t given up entirely on EVs. Automakers are continuing to invest in an electric future — even if it’s not all-electric, as they had expected. The end of a $7,500 federal tax credit a week ago caused an EV sales surge during the third quarter as interested buyers rushed to grab a car before the discount expired. Tesla, Ford, and General Motors all sold more electric cars than they ever had before, with GM in particular selling more than double the number of EVs in America than it had a year earlier. Tesla’s sales jump came after six straight months of declining numbers."
Did you know that it takes fewer hours of labor to produce an EV than it does a gasoline-powered car? This is due to the complicated engine and transmission, making them potentially more profitable for automakers than traditional gasoline-powered cars. The demand for EVs could rise again if the cost batteries continues to drop.
"As part of its $5 billion EV investment plan announced last month, Ford said it will soon sell an EV pickup for $30,000, making it one of the most affordable available. By comparison, the Ford F-150 Lightning pickup has a starting price of about $55,000. The new line to build that more affordable EV pickup is due to be up and running by 2027, Ford said last month."
DEATH OF DIANE KEATON
The entertainment world mourned the death of Diane Keaton, age 79, on October 11. CNN reported, "Stars from Goldie Hawn to Bette Midler to Steve Martin expressed their love of the actor after hearing the news. Keaton was a celebrated and prolific actor whose career spanned decades, early on earning an Academy Award in the best actress category for 1977’s “Annie Hall.” The film showcased Keaton’s abilities in the realm of comedy but also displayed her nimble handling of authentic and vulnerable moments. Additionally, “Annie Hall” introduced filmgoers to Keaton’s matchless and gender-nonconforming sense of style – immediately identifiable by her use of men’s slacks, vests and hats. Decidedly ahead of her time from a fashion perspective, Keaton maintained a commitment to this sartorial mix well into her older years...The 1990s saw Keaton team up with her contemporary Hollywood powerhouses Bette Midler and Goldie Hawn for the hit 1996 comedy “First Wives Club,” about a trio of women who exact artful revenge on their husbands after the men leave them for younger women. Raking in $181 million at the domestic box office, “First Wives” was welcome proof that a successful film didn’t exclusively have to include explosions or aliens, and could even be led by three women in their 50s...More recently, she appeared in “Book Club” in 2018, alongside Jane Fonda, Mary Steenburgen and Candice Bergen, as well as its 2023 sequel."
"KIDULTING" FROM BUILD-A-BEAR
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. But the company faces potential headwinds, including the impact of tariffs and increasingly squeezed consumers, who might pare back on non-essentials as they tighten budgets while inflation stays hot."
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."
And the brand is expanding. While many mall brands have faded, Build-A-Bear is growing. The company announced it would open 60 stores this year, 10 more than previously announced. John said, "Malls are still a big part of what we do, but that’s [only] 30-40 percent of our retail environment. Now we’re in tourist locations, cruise ships, hospitality, and we also built out our e-commerce business. We had to participate in the digital economy.”
NAME OF OCTOBER 13TH HOLIDAY
Is October 13 Columbus Day or Indigenous Peoples Day? According to NPR, "President Trump signed a proclamation declaring Monday to be Columbus Day, in an effort to "reclaim" what he called the famed explorer's "extraordinary legacy of faith, courage, perseverance, and virtue." The proclamation comes after Trump said in a social media post in April that, to bring the holiday "back from the ashes," he would reinstate "Columbus Day under the same rules, dates, and locations, as it has had for all of the many decades before!"
"In recent years, many people have instead celebrated Indigenous Peoples Day to recognize Native land and acknowledge the contributions Native Americans have made to the country. Critics and advocates like Kerri Malloy, a professor of Native American and Indigenous Studies at San José State University, have challenged Columbus Day and Columbus' legacy. He says Columbus' arrival to the Americas "triggered a mass genocide of Indigenous people throughout the Western hemisphere," which included deadly diseases being spread among them, their land being stolen and being forced into Christianity."
And did you know that, in 2021, Joe Biden became the first president to officially recognize Indigenous Peoples Day on the same date as Columbus Day?
DISNEY THEME PARK PRICING
Disney told CBS News, "Disney Parks offer a full day of experiences each day, with ticket, hotel and dining options designed to suit a wide range of needs and budgets for all who visit. Our commitment to creating magical experiences for everyone remains at the heart of what we do — and that will never change."
"The entertainment giant is raising admission prices for its theme parks, effective immediately on October 8. Some types of entry to the Walt Disney World Resort in Orlando, Florida, and to Disneyland Resort in Anaheim, California, will cost more, the company told CBS News. On some of the most popular days of the year to visit the two parks, a single-day ticket will cost roughly $199, currently the most expensive pass. The price hikes come amid growing demand to visit Disney's park on certain days, like New Year's Eve. For the week of Thanksgiving, from November 24-29, the cost of entry to Disneyland will rise from $199 to $224, according to Disney's website. Prices will rise by the same amount for the holiday period between December 20 through January 3. At Disneyland Resort, pass prices are also increasing. It offers seven different ticket tiers, five of which are increasing by three percent, while the lowest-priced ticket will remain unchanged at $104. Disney's Inspire and Believe Magic Key Passes — its highest-tier passes — will increase in price by $150 and $100, respectively. The Inspire Key now costs $1,899, and the Believe Key costs $1,474."
According to The Street, "Disney’s theme park ticket prices have now increased by up to 126 percent over the past decade, according to a new study from MickeyVisit.com."
Gavin Doyle, founder of MickeyVisit.com, said that Disney is increasing prices due to inflation and the higher cost of entertainment events. He said, "All of these increases come at a time when in-person entertainment is more popular than ever. It is also at a time when Cast Member wages are going up, Disney is investing in expanding their attractions with new rides for Disneyland and new rides for Disney World, and the theme parks business is being relied on by The Walt Disney Company as a whole to drive higher profits for the entire company.”
However, Doyle said there are still ways for guests to plan a Disney budget vacation, "Those who are willing to be flexible with travel dates and reactive to Disney deals throughout the year will be rewarded with lower prices and deals on nearby hotels. The lowest-priced one-day ticket has not increased in price since 2019. That ticket is available 38 days in 2025. If you are set on visiting during the most popular months, you'll end up paying the premium prices."
ITALIAN PASTA AND AMERICAN TARIFFS
As reported by The Guardian, "Italian food producers had thought the worst was behind them when President Trump agreed in August to reduce tariffs on imports of EU goods to a flat rate of 15 percent, and had been hoping his friendly relations with the Italian prime minister, Giorgia Meloni, would protect them from any further turbulence. Not so. The world of pasta, a staple of Italy’s culinary heritage, has been thrown into disarray after Washington threatened to cut another 92 percent on some of the country’s oldest pasta manufacturers in what the Italian media has declared Trump’s war against pasta.
The extra duties, poised to take effect in January 2026, are the result of an investigation by the U.S. Department of Commerce into dumping practices, whereby foreign firms export goods at prices lower than in the domestic market to gain advantage over local competitors. The tariffs are thought to be intended to encourage Italian producers to set up factories in the U.S., a strategy that appears to have led to investments in other industries such as pharmaceuticals."
Antonio Rummo is the sixth-generation grandson of the founder of Pasta Rummo, who opened a wheat mill in Benevento in southern Italy in 1846, using the family’s three horses to lug grain from the surrounding Campania region and Puglia to produce fresh pasta. He said, "Demand for premium pasta in the U.S. has been growing. Our brand has grown especially fast over the last six years, something that took us by surprise, but which were are very proud of. Our Pasta Rummo sells for about $4 a packet, but the price could double if the additional tariffs are applied."
DOMINO PIZZA'S REBRANDING
As reported by USA Today, "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."
Kate Trumbull, Domino’s executive vice president and global chief marketing officer, explained, "Most companies rebrand themselves when they’re struggling, but after years of category-defying growth, this refresh is about continuing to push to be the best version of ourselves. It’s vibrant, it’s bold, and it’s fun. It’s pizza! Over the past decade, we became known as a technology company that happens to sell pizza. But with our Hungry for MORE strategy, we're bringing the focus back to making and delivering the most delicious products and experience, which is what Domino's customers really want. Rather than launching a more traditional tagline, we're baking craveability right into our name and every aspect of our brand as a reminder of this relentless focus. You literally can't say 'Domino's' without saying 'mmm.'"
According to research firm eMarketer, Domino's has outperformed its competitors despite a volatile economy. "After global sales rose about 6 percent in 2024, Domino's sales have risen 5 percent over the first two quarters of 2025, totaling $9.1 billion (U.S. and international), according to the company's second-quarter 2025 financial results."
REBRANDING OF APPLE+
According to The Hollywood Reporter on October 13, “Apple quietly rebranded its SVOD (subscription video on demand) service Apple TV+ as just “Apple TV.” Apple's intention is to provide the streamer a “vibrant new identity,” but as anyone with a second grade education knows, minus-ing a plus can often result in a negative. There is just one problem with the rebrand: Apple TV is already the name of something. Apple’s popular connected-TV device, which competes with Amazon’s Fire Stick and Roku devices, is called Apple TV (and has been since 2007). Apple TV, like a Fire Stick or a Roku, essentially turns a not-smart-TV into a smart TV, serving as the idiot box’s gateway to streaming video via an HDMI connection.”
And from 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+.
LAY'S LOGO AND PACKAGING REDESIGN
As reported by the New York Post, "PepsiCo’s Lay’s has become the latest in a series of household names that are redesigning their brand with a more modern edge. PepsiCo announced the largest brand redesign in Lay’s nearly 100-year history on October 9th on the heels of Domino’s revealing plans for its own rebranding attempt. The company said the new Lay’s visual identity, which was created by PepsiCo’s design and innovation team, 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. The company said all of its core Lay’s products in the U.S. will be made without artificial flavors or colors from artificial sources by the end of 2025. Additionally, Lay’s Baked will be made with olive oil and have 50 percent less fat than regular potato chips."
Laura Burkemper, business and brand strategist at Scaleblazer, called Lay’s rebrand “historic” as it’s the company’s first major overhaul in nearly 10 years, praising its effort in changing both the packaging and ingredients. She said, "It’s a masterclass in visual storytelling: billboarding their name, matte packaging, a custom typeface, and imagery that spotlights farm-grown potatoes and quality ingredients make the brand impossible to miss. By removing artificial flavors and colors, the company is also making a clear commitment to cleaner, more transparent products, connecting with health-minded audiences while reinforcing authenticity in a crowded snack market."
And according to Fast Company, "In many modern brand campaigns, it really only matters how something appears online. But for packaged foods, physical retail still reigns, as 82 percent of grocery shopping is still done in person. The Lay’s team confirmed that the impression of its packaging within retail environments is still paramount to selling chips. On store shelves, the potato is king, as Lay’s now features images of potatoes on every flavor."
COBRANDING — CERAVE AND NBA
According to MarketingDive, "On October 6th, CeraVe was named the official skin care and hair care partner of the National Basketball Association (NBA). The L’Oréal-owned brand will promote the partnership, which includes experiential and digital activations, with a social-first teaser phase that’s inline with its other culture-hacking marketing efforts. The partnership brings together the number one dermatologist-recommended skin care brand in the U.S., per survey data cited by CeraVe, and the sports league that is perhaps the most-digitally engaged in the U.S. — two “powerhouses” with diverse audiences and fans."
Jasteena Gill, vice president of marketing at CeraVe U.S., said, "Something that we’ve prided ourselves on is that we’ve always been able to step outside the traditional skincare box and capture moments of culture and be at the forefront of culture. 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. It’s not about coming to life in a more traditional way. It’s about finding our way in and creating a world with skincare in the NBA 2K universe. We like to flip the script on how make things come to life. We’re going to start to activate with players and influencers, keeping this socially native."
COBRANDING — "WICKED: FOR GOOD"
As the countdown continues until the arrival of the second film in the WICKED franchise (set to arrive in movie theaters on November 21) directed by John Chu and starring Ariana Grande and Cynthia Erivo, countless brands are announcing their cobranding initiatives. Here are more brands (a preliminary list was shared in my October 7th Marketing News of the Week recap post) that have launched their movie-related products:
* Pottery Barn - Wicked bedding
* Marks & Spencer - Wicked character snow globes and holiday ornaments
* Dolby Cinema - Wicked snow globes
* Regal Cinemas - Popcorn Music Box
* Cinemark - Popcorn Collectibles
* AMC Theatres - Glinda and Elphaba Popcorn Buckets, Emerald City Popcorn Bucket, Blanket, T-Shirt, and Cup
* Mattel - Little People Collector Set
* Sophia Webster - Shoes
* The Noble Collection - Glinda and Elphaba Bookmark Set
* American Girl Doll - Elphaba doll
* Wrigley's Extra Chewing Gum - Green Spearmint and Pink Classic Bubble flavors
* 7th Heaven - Elphaba/Glinda face masks
* Owala - Drinkware - stainless steel bottles ("From bubble to broomstick, two legends unite. Glinda’s pearlescent pink shimmers with goodness. Elphaba’s emerald green sparkles with power. Together, they turn everyday hydration into something extraordinary.")
* June's Journey Wicked For Good collaboration - Mobile game (from November 1 through late January 2026, see characters and settings from the Wicked franchise appear throughout the game)
AUGUST, SEPTEMBER, TRUCKTOBER
Have you seen the truck ads during October, or should I say "Trucktober?" According to Google, "The purpose of
Toyota Trucktober is to boost sales of Toyota's truck models, like the Tacoma and Tundra, through special promotions, deals, and financing or leasing offers during the month of October. It's a marketing campaign by Toyota dealerships to attract customers with incentives, making it an opportune time to buy or lease a truck."
PORTLAND'S PORTRAYL IN THE NEWS
NPR reported that Portland (Oregon)'s City Council’s first president, Elana Pirtle-Guiney, contends that the White House is presenting a false narrative of Portland, "We are looking at a federal administration that is trying to incite the reality that they are trying to describe. What I am worried about is our reputation. Because when Portland is back on the news, we certainly can’t afford to have people worried about their upcoming trips here. That does concern me, because again, what we’re seeing in our city is not what some of the national narratives are."
RETURN OF GREY'S ANATOMY
As anyone who's watched a television medical drama knows, "In March 2025, Grey’s Anatomy celebrated its 20th anniversary. The show premiered on March 27, 2005, and is the longest-running medical drama on primetime TV," according to Parade. The 22nd season — that will include 18 episodes — premiered on October 9th. The second episode of the new season will be the 450th episode of the series!
According to Primetimer, "The return of Grey's Anatomy season 22 brings another wave of emotional drama and life-or-death stakes to Grey Sloan Memorial Hospital. Created by Shonda Rhimes, the long-running ABC series has built its legacy on powerful storytelling, complex characters, and the balance between medicine and emotion. The upcoming season is set to explore recovery, resilience, and how tragedy changes the people who dedicate their lives to saving others."
What other recent marketing buzz caught your attention? Since there's always something happening that impacts marketing, read #DebbieLaskeysBlog for the scoop!
Image Credits: Domino's, Toyota, and Lay's.
Read the Proclamation on Indigenous Peoples’ Day from 2021:
Check out all the Disney price increases:
Check out an analysis of pricing over the last decade at Disney theme parks:
https://mickeyvisit.com/disney-historical-price-increases-october-8-2025/
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