Kaseya is trying to hire 3,400 people in three years. Instead of just posting job openings on LinkedIn, the IT software company took things a step further: Buying the naming rights to the Miami Heat’s arena.

The arena officially became known as Kaseya Center this summer after a stint as the FTX Arena, just a few months after Mike Sanders was promoted to CMO of the company. It was his idea to go after the naming rights—admittedly “opportunistic” given the crash of FTX, he said—but the move seems to be paying off already. It probably helped that the Heat made it to the NBA Finals not long after the news of the new arena name broke, he noted.

“We were the largest company in Miami that nobody had heard of, and that changed overnight,” Sanders told Marketing Brew. “I’ve gotten people reaching out to us from Australia, from Poland, from the UK, reaching out for opportunities that have specifically mentioned the naming rights.”

Read the full story here.—AM

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In 1906, Lyndon Cormack’s great-grandparents emigrated from Scotland to Canada, eventually settling in rural Saskatchewan, where two generations of his family were born, including his father. Cormack, who grew up in Calgary, Alberta, remembers he and his brother, Jamie, piling into the family station wagon to visit his grandparents.

“All these hills and fields… [it was] just such a special place for us,” Lyndon Cormack told Retail Brew. “The curfews and the borders and the boundaries sort of got taken away.”

The town where his ancestors settled, which in 2021 had a population of just 30, is called Herschel. And when the brothers Cormack co-founded a backpack brand in 2009, they decided they’d call it Herschel, too.

Now, Herschel Supply Co. is opening a flagship store in the trendy SoHo shopping district in New York, and it pays homage to that Saskatchewan town.

We recently dropped by the store, where Cormack gave us a tour. Keep reading on Retail Brew.—AAN

Each week, Marketing Brew recaps what people are talking about on social media, the trends that took over our feeds, and how marketers are responding.

PR backfire? While some people were freaking out over the Kylie Jenner/Timothée Chalamet make-out this week, others were focused on the Sophie Turner/Joe Jonas breakup. As details emerged about the split, including a report that Turner partied too much, people pulled receipts questioning those accusations and wondered whether Jonas’s PR team could be behind the blame game. The result has been an online discourse about the publicity machine and how to win in the court of public opinion in 2023.

Behind the machine: A recent Vulture story is getting attention online for reporting that publicists and PR companies like Bunker 15 work with “obscure, often self-published critics” to game Rotten Tomatoes scores. Another recent article by Vanity Fair profiled Gia Kuan, examining if she’s as much an influencer as a fashion publicist.

Cue the Game of Thrones “shame” chant: Follow the new trash rules, or the NYC Department of Sanitation will call you out on social media.—KH

There are a lot of bad marketing tips out there. These aren’t those.

Influential: An Insider Intelligence report found that influencer marketing spending will rise 3.5x faster than social ad spending this year, among other things. Here are some main takeaways.

FashionTok: What TikTok has planned for Fashion Month.

September surge: How to prepare for a job interview as a social media manager.

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