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  • Brand Building : Brand management

     
    There are 272 items in this category.
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    Word-of-Mouth Marketing That Goes Beyond Tactics -- Fiskars Case Study
    Feb 2010

    Chad Vincent, president of Fiskars Brands and Spike Jones of Brains on Fire lay out the blueprint for the creation of the "Fiskateers," Fiskars' crafting ambassador program. This best practice case study not only connected the company with its customers, it increased loyalty, online conversations, and sales - and that was only the beginning.

    Walmart: Saving Money, Living Better, Accelerating Growth
    Feb 2010

    Stephen F. Quinn, executive vice president and chief marketing officer, Walmart U.S., Walmart, discussed Walmart's efforts to continue to provide their customers with solutions that will allow them to "save money, live better" during this economic downturn.

    Building the Pedigree Brand-Pedigree Adoption Drive Effie Case Study
    Feb 2010

    Russ Neale, brand manager at Mars Petcare U.S. Inc., and Parker Barnum, account director at TBWA\Chiat\Day, discussed how Pedigree created an award-winning campaign based on consumer insights and cause marketing.

    Brand Management Fundamentals-Update on Key Tools and Positioning Case Studies
    Feb 2010

    Roger Adams provided the key highlights of the fundamentals of brand management and pointed to Michelin and Chick-fil-A as companies that have strong brand positioning statements.

    The Kodak FAST Program: How Employee Ambassadors Transformed Kodak by Treating Everyone as their Customer
    Feb 2010

    Gerard Meuchner, director of corporate communications and public affairs, Eastman Kodak Company, discussed Kodak's "FAST" program, which is geared towards creating and sharing a common set of internal operating principles throughout the Kodak organization.

    Research Report: Top Benchmarks for Marketers
    Feb 2010

    This research report draws on survey research conducted throughout 2009 and also highlights "hot" topics to marketers such as brand building, newer media, agency evaluations, marketing accountability, agency holding companies, global marketing, agency audits, and hourly rates.

    Branding and Community Outreach
    Dec 2009

    Farmers Insurance and its agency have worked together on branding and community outreach to strengthen Farmers’ brand efforts in local markets, sponsorships, and communities.

    Branding and Community Outreach
    Dec 2009

    Farmers Insurance and its agency have worked together on branding and community outreach to strengthen Farmers’ brand efforts in local markets, sponsorships, and communities.

    Blending Up Success for Jamba via Modern Marketing
    Dec 2009

    Kim Larson from Jamba Juice and Jim Holbrook from Neighbor faced the challenge of reinvigorating the Jamba Juice brand. They discussed how Jamba Juice made radical changes to the brand’s marketing approach using new products, new environments, and new media.

    RadioShack: Revitalizing an Iconic Retail Brand
    Dec 2009

    Greg Stern, CEO of Butler, Shine, Stern & Partners, discussed how RadioShack rebranded itself as The Shack using both traditional and social media along with events and promotions.

    It’s Alive! Creating a Metalife for Your Brand!
    Nov 2009

    Bruce Moorhouse, senior consultant, WCW Partners, introduced and explored the idea of a brand “metalife” in this presentation.

    Even in Tough Times, You ‘Kin Grow
    Nov 2009

    Cynthia Ashworth, vice president of consumer engagement at Dunkin’ Donuts, discussed how the brand continues to grow by tapping all forms of media and messaging to attract new customers, while keeping core patrons passionate and engaged.

    The Kodak Growth Moment: Overhauling an Icon
    Nov 2009

    Jeffrey W. Hayzlett, chief marketing officer and vice president, Eastman Kodak Company, discussed how the Kodak brand reinvented itself in order to compete in a digital world.

    Dude, Why Are You Drinking That?
    Nov 2009

    MillerCoors CMO Andrew England discussed how a key strategy of reinforcing his company’s brands’ core positioning, along with innovations in packaging, sponsorship, and media, have built business and driven imperative brand growth.

    McDonald’s: I’m Loving Growth
    Nov 2009

    Neil Golden, senior vice president, chief marketing officer, McDonald’s USA, LLC, discussed how McDonald’s reinvented its brand with the “I’m lovin’ it” campaign and continues to use ethnic insights to drive growth.

    Comparisons of Social Media Marketing and Traditional Media Marketing: Do They Stack Up?
    Nov 2009

    Alex Romanovich, founder and CMO, Social2B, discussed the new metrics marketers should consider when calculating the value of their online advertising and social media.

    Guts: The Development of “5”Gum & How a Project Changed Us
    Nov 2009

    Joe Gottschalk, senior director, consumer & market intelligence, Wm. Wrigley Jr. Co., discussed the launch of “5” gum.

    Ad Council “That’s Not Cool” Case Study: New Ways to Speak to Teens
    Oct 2009

    Deborah Leiter, vice president, campaign director, Ad Council, and Dawn Winchester, EVP, chief marketing services officer, R/GA, discussed the campaign R/GA created for the Ad Council that is geared towards raising awareness about teen dating violence.

    Starting the Conversation: Begin with the Right Strategy
    Sep 2009

    Stan Richards, principal/creative director at The Richards Group, spoke about the importance of the starting the creative process with the right strategy.

    Case Study: Red Lobster
    Sep 2009

    Kent Wilson, SVP, Marketing, Red Lobster, discussed Red Lobster’s new lunch program, which is focused on keeping customers during the recession.

    International Truck and Engine: Drive and Deliver Case Study
    Aug 2009

    Matt Aldrich, director of business intelligence and customer marketing at Navistar, discussed how International Truck reinvented itself by doing the unexpected, investing in the Web, and using branded entertainment and automotive techniques to launch new truck brands.

    Building Digital Brands: Convincing Your Target They Want Your Marketing in the Era of Consumer Control
    Aug 2009

    David Rubin, marketing director of U.S. haircare brands at Unilever, used examples from his brand to demonstrate how digital campaigns can go beyond the 30-second ad.

    Strategies in a Downturn
    Jul 2009

    Mark Chmiel with Denny's Corporation and Antony Young with Optimedia International U.S., Inc. discussed Denny’s unconventional approach to promoting the brand through its Grand Slam breakfast giveaway.

    Developing a Culture of Innovation—The General Electric Experience
    Jul 2009

    Richard Kelly, global marketing research leader at GE Capital, shared GE’s systems and processes for applying innovation in everyday thinking to take on some of the company’s (and their customers’) toughest challenges.

    Resource Allocation for the 21st Century
    Jul 2009

    Wes Nichols, CEO of MarketShare Partners, discussed how to use state-of-the-art analytics to cost-effectively reach consumers and gave an example of how this was successful for Mercedes-Benz.

    Applying Design Logic to Business Growth
    Jul 2009

    Ryan Jacoby, Business Designer at IDEO, discussed how his company uses design and innovation to help companies grow and presented a case study from GE.

    Marketing Accountability: Making the “Best” Business Case for Your Marketing Investments
    Jul 2009

    Pat LaPointe, managing partner of MarketingNPV, discussed steps marketers can take to improve marketing effectiveness and efficiency and provided a template for building the “best” business case.

    Doing More with Less - Sun Microsystems
    Jun 2009

    Jeff Julian, global search marketing manager at Sun Microsystems, discussed how his company has been able to use offline and online media to do more with less in the current economic climate.

    Brand Building in Tough Times: A Survey
    Jun 2009

    Industry experts discussed issues surrounding brand building and reviewed results of the ANA survey, "Brand Building in Tough Times."

    Tinker: A Social Media Brand Solution for Challenging Times
    Jun 2009

    Joe Lagani, vice president of brand sales at Glam Media, discussed how Tinker can help drive conversations between brands and consumers.

     
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