Brand Management

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MillerCoors: New Product Innovation

MillerCoors discussed how innovation played a role in the development of its two newest products: a bold premium beer and a male-oriented, sweet, but not too sweet, cider.

Effective Marketing Strategies for Food and Drink Brands

Drawing on insights from the IPA Databank, this report identifies successful cases, flags future issues for food and drink businesses, and predicts ways to keep marketing effectively in these sectors.

Discovering and Testing Brand Associations

Brands work hard to establish their identities. Does it match what consumers think? Search data can be a helpful gauge.

2014 ANA Brand Masters Conference: Key Takeaways

Check out these key takeaways from the 2014 ANA Brand Masters Conference.

Brand Leadership and Healthcare Innovation

This white paper from Lippincott shares five insights from the Oliver Wyman Health Innovation Center Advisory Board session on how to succeed in the post-reform era of healthcare.

Experience Innovation

Read Lippincott's latest thought leadership piece on how today's most dynamic and up-and-coming brands are differentiating and delighting through experience innovation.

How Social Media Can Bolster a Brand

NASCAR shared its groundbreaking social media platform and the way it has allowed near-real-time response to fans as well as national, local, and global media.

How to Succeed in Business…in the Age of the Customer

Cory Munchbach addressed key trends that marketers need to be thinking about to better position their business in the age of the consumer.

How to Succeed in Business…in the Age of the Customer

In this presentation, Cory Munchbach, marketing strategy analyst serving CMOs and marketing leaders at Forrester Research, Inc., addressed key trends that marketers need to be thinking about to better position their business in the age of the consumer.

How User-Generated Content Sparked a Shift in Expedia’s Brand Marketing Strategy

Noah Tratt shared the way Expedia developed a new approach to content marketing and how it has moved the company forward in unexpected ways while reinventing the way the brand communicates with customers.

How User-Generated Content Sparked a Shift in Expedia’s Brand Marketing Strategy

In this presentation, Noah Tratt, global vice president of media solutions at Expedia, Inc., shared the way Expedia developed a new approach to content marketing and how it has moved the company forward in unexpected ways while reinventing the way the brand communicates with customers.

Los Angeles Metro: How Its In-House Agency Helped Make Public Transit Cool

Michael Lejeune, creative director at Metro Design Studio, discussed how L.A. Metro’s studio and staff applied design strategy and thinking to the nation’s second largest transit agency, which serves some 1.5 million people each day.

Los Angeles Metro: How Its In-House Agency Helped Make Public Transit Cool

In this presentation, Michael Lejeune, creative director at Metro Design Studio, discussed how L.A. Metro’s studio and staff applied design strategy and thinking to the nation’s second largest transit agency, which serves some 1.5 million people each day.

Driving Effective Messaging Through Collaboration

Dr. Lawrence Cesnik, U.S. lead for Global Customer Insights at LifeScan, Inc., shared how internal collaboration helped to launch an efficient, actionable strategic messaging study.

Driving Effective Messaging Through Collaboration

In this presentation, Dr. Lawrence Cesnik, U.S. lead for Global Customer Insights at LifeScan, Inc., shared how internal collaboration helped to launch an efficient, actionable strategic messaging study.

3 Questions on Brand Growth for John Costello

John Costello, president of global marketing and innovation at Dunkin’ Brands, discussed career longevity, global brand building, and creating a culture of creativity and innovation.

Real-Time Marketing: The Agility to Leverage "Now"

This report, based on interviews with 18 executive industry practitioners, explains the benefits of real-time marketing, outlines the business cases to which it can be applied, and identifies the best practices and steps necessary to move an enterprise toward RTM readiness.

The Top Online Brand Protection Strategies For 2014

2014 brings even more new generic top-level domain launches, opening new frontiers across the Internet landscape for potential brand abuse or new business possibilities. Be one step ahead and implement these best practices for your online brand protection strategy in 2014.

Building Payer Brands for the New Healthcare Consumer

Whether you’re a Blue, a national or a regional insurer, healthcare is becoming more retail and the rules of brand building will never be the same. Learn how to effectively manage and build brands in the new healthcare landscape in this report from Lippincott.

Ball Brand Jars Win Over Millennials

In this presentation, Steve Hungsberg, senior brand manager for fresh preserving at Jarden Home Brands, discussed how he rejuvenated the Ball brand of jars through connecting with a new type of core consumer.

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