Brand Building

Tony Hsieh explores the importance of focusing on the customer and the impact that a company’s culture has on ensuring that the brand building and consumers are one of the top priorities.

John Emmert from Ford shares insights on how collaborating with Microsoft to launch Sync, a voice-activated, hands-free mobile communications and digital music player access, exclusively in twelve Ford, Lincoln and Mercury products helped elevate their brands.

Members of the ANA Brand Management Committee were asked for the names of branding agencies that perform brand strategy, brand positioning and brand naming, as well as creative logo work. Agencies located in the Eastern or Central Region time zones were preferred.

This article outlines practices for creating a culture of innovation in your marketing organization.

This article discusses how the Brand Manager at Clorox Derek Gordon successfully used a combination of creativity, pragmatism and relentless focus on the consumer to overcome the challenge of marketing numerous brands on a global scale.

This article explores things how brand marketers are using magazines to create stronger relationships with customers and the value that using outside agencies play in creating custom publications.

Renowned branding expert David Aaker discusses why branding is a vital element in helping an innovation succeed. Providing B-to-B examples and case studies, Aaker illustrates how branding can help your innovation stand out in a competitive marketplace.

Messrs. D'Esopo and Dixon share some of the tools and techniques they use to determine a client's most promising brand-building opportunities and how to prioritize investment in those activities.Customer Relationship Management

During this presentation, Renee Reeves, Global Marketing Procurement Manager, HP shares the status of the global print pre-press production effort at HP. Topics included the objectives, strategic process, tactics, regional perspective, and results.

Chief Segmentation Leader at General Electric Jacqueline Woods talks about how GE has realigned their goals.

Prophet's Senior Partner, Mike Leiser presents the results of a recent Innovation Study. He shares insights into how to acquire, analyze and build innovation internally. Specifically, demonstrates how to embark on the initial data analysis to get to innovative ideas and share how senior marketers, innovators and strategists should be defining and using innovation throughout their company.

In this article, the CEO of CoreBrand Jim Gregory provides a personal perspective on brand accountability. Topics he touches on include recognizing the value of the brand, brand value, and the corporate reputation.

In this article the SVP of Corporate Marketing at Adobe Systems explores the importance of Corporate Social Responsibility (CSR), provides some insight on on how to best incorporate CSR concepts, and uses Adobe to illustrate an example of CSR.

This article explores the role Siemens Corp.’s Chief Marketing Officer, Tom Haas, has played in numerous campagins including the the launching of their new global brand campaign that coincided with the company’s 160th anniversary last October.

This cases study looks at the life of BASF Corp.'s slogan "We don't make a lot of the products you buy. We make a lot of the products you buy better."

Martyn Tipping, President of TippingSprung, discusses the key findings from the 2007 Tipping Sprung Survey which polled 25,000 subscribers of Brandweek, as well as a number of branding professionals, and the 785 responses came from a cross-section of major US and international companies.

The Director of Trendspotting Ann Mack shares J. Walter Thompson's (JWT) ten trends for 2008. The list provide marketers with insights on how their brand communications can become more powerful to resonate with consumers.

This article indicates what the ANA thinks with be the top 10 trends in 2008.

In this case study Chuck Kapelke decribes how State Farm used the combination of a 15-second commercial spot and the internet to attract young adults and improve their brand reputation among this population, many of which see "...State Farm as their parents’ insurance company.”

Mitch Duckler, a Associate Partner at Prophet, explores the idea of green marketing and reviews a case study where they helped a client to compose a value proposition based on the attitudes and benefits of the target customers. Joined by Victor Melendez, Pepsi's Chief Sustainability Officer and Joe Pettus of Safeway, they discuss the steps you need to take to become greener.

Green marketing is an attractive idea to advertisers and consumers alike. During this presentation Kathryn Barrett Park, General Electric Senior Counsel for Advertising and Brand Management and John P. Feldman, Reed Smith LLP. Partner, identify some of the green marketing practices federal and state regulators are targeting and how General Electric is addressing the business and legal issues, both in the United States and internationally.

Executive Director, US Sales, Yahoo! Adam Chandler and Multicultural Marketing Director, PepsiCo Gustavo Perez explore why marketers are still using to the web to target bilingual Hispanics in Spanish only.

This presentation given by VP of Development Micheal Clarke and VP of Marketing Kay Madi focuses on the differences between traditional digital marketing campaigns, and the edge provided thought the use of social networks. During the session they also discuss the key best practices, key pitfalls and challenges associated with digital marketing.

This article presents excerpts from CMO Thought Leaders: The Rise of the Strategic Marketer.

In this case study Edward Kim, the Direct-Marketing Manager at Unilever's Slim·Fast division, talks about the power of word-of-mouth marketing (WOM), and how new media platforms have effected WOM, and how it helped build the Slim-Fast brand.

This case study outlines how a Mass. based Dunkin' Dounts use word-of-mouth marketing to launch a low-calorie latte in 2005 and presents some of the findings from the study.

This article explores how real-time automated business processes will soon revolutionize the advertising and marketing industry by allowing marketers to streamline everything, in turn giving them the ability to make necessary changes at a moments notice.

The CEO of Atenga Per Sjofors describes in detail commonly made errors made by companies while pricing their products and services.

Judy Thompson and Cali Ressler explore the "results-only work environment" (ROWE) model, a revolutionary plan that changes the way work looks and feels.

The former SVP for brand management and marketing communications at Verizon Communications and former CMO at Citigroup describes how brands stretch as services expand and evolve. The basic skill set required for good marketing has not changed, she maintains, but customers (and their needs) have changed enormously— and they continue changing almost daily. In such protean industries as financial services and telecommunications, the “single company message broadcast consistently to every audience” approach will no longer suffice. Instead, DeVard argues, companies must develop deep insights about a broadening array of customer segments and learn to communicate with each customer group meaningfully — and on the group’s terms.