Brand Management

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McDonald’s: Changing Customer Perception in an Inspirational Way

Neil Golden, senior vice president & chief marketing officer, McDonald's USA, LLC, discussed how McDonald’s is evolving its brand and sharing its story in a way that inspires people to listen.

Procter & Gamble: Delivering Value to Its Customers

Marc S. Pritchard, Global Marketing & Brand Building Officer, Procter & Gamble (P&G), discussed how P&G is winning brand elections.

Procter & Gamble: Winning Brand Elections

Marc S. Pritchard, global marketing & brand building officer, Procter & Gamble, discussed how P&G uses insights, product development, and marketing communications to provide value to its customers.

Procter & Gamble: Winning Brand Elections

Marc S. Pritchard, global marketing & brand building officer, Procter & Gamble, discussed how P&G uses insights, product development, and marketing communications to provide value to its customers.

FedEx WorkSnug Integration

FedEx created a mobile-friendly app for smartphones in order to keep up with the consumer shift in technology adoption and continue its success of staying ahead of the curve.

Standing Out

Companies are rethinking brand differentiation for competitive advantage. Standing apart from the immediate competitors should be one of the basics of modern marketing, advertising, and branding.

Intel: The Creator's Project

Dave Haroldsen, creative director, The Creator's Project, global partner marketing, Intel Corporation, discussed how Intel helped to build The Creator's Project in order to make a connection with 18- to 24-year-olds.

LifeLock, Inc.: Keeping Brands Fresh and Relevant

Erick Dickens, vice president of marketing at LifeLock, Inc., shared how the company is strategically managing LifeLock's brand to maintain relevancy during the transition from start-up to the accelerated growth phase of business.

Xerox: Building Brand Awareness in the Healthcare Industry

Laura Ramos, VP, enterprise industry marketing, Xerox Corporation, discussed the launch of Xerox’s “Freedom to Care” campaign, which used several channels to raise awareness and connect with prospects in the healthcare field.

Xerox: Building Brand Awareness in the Healthcare Industry

Laura Ramos, VP, enterprise industry marketing, Xerox Corporation, discussed the launch of Xerox’s “Freedom to Care” campaign, which used several channels to raise awareness and connect with prospects in the healthcare field.

How Romano’s Macaroni Grill Developed a New Brand Ambassador

Brandon Coleman, chief marketing officer, Romano's Macaroni Grill, and Greg Smith, chief creative officer, The VIA Agency, provided insights on how the restaurant renewed its brand platform and how it informed the creation of The Connoisseur campaign.

How Romano’s Macaroni Grill Developed a New Brand Ambassador

Brandon Coleman, chief marketing officer, Romano's Macaroni Grill, and Greg Smith, chief creative officer, The VIA Agency, provided insights on how the restaurant renewed its brand platform and how it informed the creation of The Connoisseur campaign.

How Romano’s Macaroni Grill Developed a New Brand Ambassador

Brandon Coleman, chief marketing officer, Romano's Macaroni Grill, and Greg Smith, chief creative officer, The VIA Agency, provided insights on how the restaurant renewed its brand platform and how it informed the creation of The Connoisseur campaign.

MillerCoors Case Study

Brittany Tall, digital media manager, MillerCoors, LLC, described the how their new spokesman, Keith Stone, and the “Always Smooth” campaign successfully engaged fans and created an affinity for the Keystone Light brand.

MillerCoors Case Study

Brittany Tall, digital media manager, MillerCoors, LLC, described the how their new spokesman, Keith Stone, and the “Always Smooth” campaign successfully engaged fans and created an affinity for the Keystone Light brand.

How Columbia Records Is Moving Its Innovation Agenda Forward

Elliot Lum, vice president, Columbia Records, discussed how Columbia Records is moving their innovation agenda forward through pursuing new entrepreneurial activities.

How Columbia Records Is Moving Its Innovation Agenda Forward

Elliot Lum, vice president, Columbia Records, discussed how Columbia Records is moving their innovation agenda forward through pursuing new entrepreneurial activities.

How Romano’s Macaroni Grill Developed a New Brand Ambassador

Brandon Coleman, chief marketing officer, Romano's Macaroni Grill, and Greg Smith, chief creative officer, The VIA Agency, provided insights on how the restaurant renewed its brand platform and how it informed the creation of The Connoisseur campaign.

Travelocity's Approach to Leveraging Customer Insights

Brad Wilson, chief marketing officer, Travelocity, discussed how the company leverages customer insights to successfully connect with its core audience and increase market share.

Rebranding with Purpose

Marketing tools defined what Motorola Solutions stood for and translated these values into customer and employee experiences.

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