At the Inside America’s Hottest Brands virtual conference on July 28, Ad Age will talk to some of the marketing leaders who are building buzz, including Janine Pelosi, chief marketing officer of Zoom, and Heidi Cooley, head of global marketing at Crocs. Reserve your spot here.

Already, many of the brands featured on the list have been making news in recent days. Here's how:

King Arthur rebrands

King Arthur Flour announced in mid-July that it has rebranded to King Arthur Baking Co. The 230-year-old company says the new name, and logo, will allow the company to expand its focus beyond a single product to better engage its loyal bakers. King Arthur is also focusing on its digital services and direct-to-consumer relationships. The company also unveiled a new 3-pound bag of flour into its supply chain for bakers who need product quicker. King Arthur spent some 18 months working on the rebrand, and is encouraging customers take part in a Bake Joy campaign to spread the word.

Bill Tine, VP of marketing at the Norwich, Vermont-based company, will speak more about the changes, and the marketing push behind them, at the conference on Tuesday.

Headspace partners with Snapchat

Popular meditation app Headspace will now offer quick three-to-four-minute mini meditation sessions on the Snapchat app—called Headspace Minis. Users can do sessions with friends too, or send messages of support to others. Title sessions include “Kick the panic,” “Get out of a funk” and “Me time.”

Headspace’s VP of Global Marketing Deborah Hyun will discuss the brand’s work with Snapchat and other partnerships at the virtual conference.  

Twitch sets a new record

Streaming platform Twitch recently passed a new milestone—the brand had more than 5 billion hours watched in its second quarter, which represents a 2,662 percent increase year-over-year, according to data compiled by StreamElements. Twitch, which just signed its first musician, rapper Logic, also says that its “Just Chatting” category outpaces video games in popularity.

Scotts grows a new campaign

Scotts Miracle-Gro, which has seen sales soar this spring as locked-down consumers pursue gardening and other yard projects, is marketing its brand with a new campaign. A 60-second spot called “Home” debuted last week during the opening game of Major League Baseball. Scotts worked with VaynerMedia on user-generated content, which powered the spot.

Michael Jordan expands Jumpman brand

Michael Jordan recently announced an expansion of his Jumpman brand with the National Basketball Association. The iconic logo will now be present on statement edition uniforms for all of the league’s 30 teams. The NBA plans to restart its pandemic-delayed season in Orlando this week.