Brand Building

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.

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.

There are a set of innovative new marketing concepts that will surely endure. Some, such as search marketing, are rapidly becoming embedded marketing capabilities, central weapons in the arsenal of all sophisticated marketers. Others, such as mobile platforms, are too new for us to reliably predict how they will influence marketing, although their eventual ubiquity and influence is presumed by virtually all marketers.

Yahoo! former CMO Cammie Dunaway sharpens the focus on the audience for a company that serves half of the users of the Internet worldwide. Ask Cammie about the most important attribute for a CMO who wants to prosper in the 21st century and she has a simple two word answer: “intellectual curiosity.” It’s just that kind of appetite for information in a very new kind of electronic enterprise that has distinguished the work of Yahoo and its top marketing officer. In an environment where the rules can change from hour to hour, curiosity about what’s next is a corporate imperative for growth — not to mention survival.

The man who headed strategy and business development for the Foster’s Group, Neville Fielke globally provides a hands-on guide to rebuilding brand focus. A perfect world, says Fielke, is where business strategy and marketing strategy are one. His ideal marketer is a combination of a left-brain and a right-brain thinker: an individual equally comfortable considering “the big idea” and a P&L sheet — someone who is entrepreneurial and creative, yet analytical and objective. Fielke wants people who combine passion and objectivity with an ability to integrate, mobilize, and be conceptual; this, he emphasizes, demands a new level of diversity in the modern marketer.

The CMO of Bank of America and President of BoA Northeast Anne M. Finucane draws on an ad agency background to promote innovative customer connections. “Do I think marketing is a core competency of banks?” Finucane asks. “Well, I think there has been more recent recognition among financial institutions that it is absolutely critical to growth. With the consolidation in our industry and broadening of products, services, and delivery channels, competition has escalated. Distinguishing ourselves from the competition requires operational excellence — and innovative, effective marketing.”

The retired CMO of Wachovia Corporation explains the bank’s bold gamble on a postmerger corporate brand. Wachovia’s corporate marketing culture is a fact-based decision making system grounded in a truly exceptional triumvirate. Because Garrity believed so strongly in getting a return on his marketing investment, and because he was the consummate team player, his marketing group has the legacy of working hand in glove with the corporate finance and analytics departments. Indeed, in his years as the CMO of Wachovia, Garrity set the standards for a new kind of marketing ROI and accountability.

This white paper explores how multicultural marketers are utilizing digital media to reach their audiences. In doing so the white paper addresses questions including: Are multicultural marketers embracing the same digital opportunities as general marketers?; Do they have the same concerns regarding effectiveness and budget allocation?

Jim Holbrook, EMAK CEO and Michael Palmer, EVP, ANA, address how one can inherit the ability to make key marketing decisions within business organizations.

During this presentation two views were introduced regarding one of the industry's hot topics, "green marketing."

Developed by Environmental Resources Management

Richard Wilke, Senior Partner, Lippincott highlights reasons why companies without a marketing mindset are at a disadvantage and that those centered around their products are missing out.

During this presentation Gary Reisman and Denise Larson of NewMediaMetrics, Inc., provided listener with an overview of emotional attachment metrics as perceived by NewMediaMetrics.

During this presentation the Head of Advertising and Brand Management for Citigroup Global Wealth Management discusses what steps need to be taken to turn this period in time into the Golden Age of advertising.

During the presentation Ray Kordupleski, President, Customer Value Management (CVM) and Mark Wolf, Guardian Life Insurance Company of America talk about how CVM helps companies capture & use customer data with the same understanding, discipline, and passion as financial data.

In this presentation Ray Kordupleski, President, Customer Value Management (CVM) and Mark Wolf, Guardian Life Insurance Company of America discuss how CVM helps companies capture & use customer data with the same understanding, discipline, and passion as financial data.

In this presentation Victor Melendez, VP Marketing, Sustainability, Pepsi-Cola North America, discusses what the soft drink industry is doing to become "green."