The Super Bowl isn’t just American football’s championship game. It’s also one of the world’s biggest stages for brand messaging. In 2024, the average 30-second Super Bowl ad cost $7 million —and that doesn’t even include production costs. So how do brand managers know if they’re getting a good return on that huge investment? In this episode, Bentley University assistant professor of marketing Shelle Santana discusses the evolution of corporate branding, using lessons from classic Super Bowl ads—like Budweiser's iconic Clydesdale horses.
