Brand Building : Branding

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.

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.

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 president of global marketing, sales, and innovation for Diageo PLC reveals the vital capabilities, analytical and leadership skills, and roles essential for successful CMOs to build world brands. Rob Malcom provides insights on Diageo’s marketing culture and shares their “media neutral” approach to engage consumers across all global markets.

This snapshot presents the thoughts of Mary Dillon, Executive Vice President and Global Chief Marketing Officer, McDonald's Corporation, who provides listeners with information about how McDonald's remains successful despite numerous challenges.

Chris Di Cesare of Microsoft provides an overview of Xbox's different marketing strategies including its partnership with Burger King that offered gamers control over BK's icons: The King, Brooke Burke, and Subservient Chicken.

This presentation demonstrates how branding creates equity on both the "revenue" and "stock side" of the value equation. It also shows how to secure bigger budgets by leveraging brand equity with senior management.

This case study demonstrates how the design and brand strategy consultancy Lippincott Mercer helped merge consumer telecom brand Sprint with business-to-business telecom brand Nextel to ensure two unique and differentiated identities, both operating with master brand strategies. Part two of a three-part presentation on rebranding.

This case study demonstrates how the design and brand strategy consultancy Lippincott Mercer helped McDonald's revitalize its brand by introducing new interior and exterior architectural elements to existing restaurants. Part one of a three-part presentation on rebranding.

This case study demonstrates how the design and brand strategy consultancy Lippincott Mercer helped American Express spin off its investment advisory brand Ameriprise Financial. Part three of a three-part presentation on rebranding.

This presentation explores how MasterCard is achieving greater global reach through its "Priceless" campaign and by becoming the official card of the Great Singapore Sale.

ANA members share their insights on how to use integrated marketing communications to establish local relevancy of a global brand.

This presentation explores how to change the focus of global marketing by "zooming in" to the local level.

This presentation explores how Siemens developed dedicated local adaptations of their global brand strategy which resulted in market share gains in key country markets.

Text Appeal CEO Elliot Polak shares the benefits of working with an adaptation network and how adaptation networks and traditional agencies best work together to carry out a seamless international campaign.

A review of how the Bank of America utilized technology to deliver enterprise wide brand messaging consistently and streamlined the firm’s brand and product communications to save millions of dollars.

This best practice reviews how "border-free" creativity re-ignited the McDonald's brand worldwide.

This best practice reveals the cornerstones of Wachovia's global branding strategy.

In this best practice, ExxonMobile provides a proven plan for establishing and growing a global brand.

This white paper explores how corporate branding can be the strategic driver for an entire organization.