Brand Value

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The Value of Music to a Brand

Toni Wallace, director of strategic marketing and partnerships at Columbia Records, shared analysis from a Sony Music behavioral study and how music can be an effective component of a content marketing campaign.

AutoNation: Rebranding a Large Organization Filled with ‘Armchair CMOs’

Greg Revelle, senior vice president and chief marketing officer at AutoNation, Inc., shared the company’s experiences — both positive and negative — in rebranding a large organization full of “armchair CMOs.”

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.

Chobani: From Category Disruptor to Market Leader

Peter McGuinness, chief marketing and brand officer at Chobani, shared how Chobani is building a marketing infrastructure to maintain the brand’s No. 1 position.

Chobani: From Category Disruptor to Market Leader

In this video, Peter McGuinness, chief marketing and brand officer at Chobani, shared how Chobani is building a marketing infrastructure to maintain the brand’s No. 1 position.

Mizuno USA: Straight from the Heart Marketing

As a value-driven brand, Mizuno believes that sport is transformative, and as such, has brought this passion to life across all of its divisions.

Brands on Twitter Draw Crowds but Not Conversation

Twitter has become a linchpin of brands’ social media marketing efforts, but while the microblogging service can generate large crowds around brands and celebrities, it doesn’t necessarily spark conversation among them.

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.

Seven Years Together: Music Unleashes the Ability to Work in Concert

Evan Greene, chief marketing officer at The Recording Academy/The Grammy Awards, Carisa Bianchi, president of TBWA\Chiat\Day LA, and Bob Rayburn, creative director at TBWA\Chiat\Day LA, shared how through open communication, trust, and a shared vision, the partnership yielded a 65 percent increase in ratings and made the Grammys the second-largest social media event behind the Super Bowl.

Seven Years Together: Music Unleashes the Ability to Work in Concert

In this presentation, Evan Greene, chief marketing officer at The Recording Academy/The Grammy Awards, Carisa Bianchi, president of TBWA\Chiat\Day LA, and Bob Rayburn, creative director at TBWA\Chiat\Day LA, shared how through open communication, trust, and a shared vision, the partnership yielded a 65 percent increase in ratings and made the Grammys the second-largest social media event behind the Super Bowl.

Brands Lag Expectations in Travel, Financial Services

In travel, expectations have grown 15 percent; brands have only grown 6 percent. In financial services, expectations grew 18 percent; brands only grew 4 percent.

Sizing Up the Competition

In this study, Google looks at the competitive search landscape for top U.S. retailers for 2013, including Macy’s, Kohl’s, Walmart, Sears, Target, Kmart, Bloomingdale's, Saks, Nordstrom, JCPenney, Dillard's, Bed Bath & Beyond, and Costco.

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.

Ball Brand Jars Win Over Millennials

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.

Where Marketing and Finance Agree on Measurement for Creating Value

Meg Blair, the founding president of the Marketing Accountability Standards Board (MASB), provided an overview of the MASB initiative to establish an industry standard for marketing accountability and predictability to improve financial performance and guide business decision-makers.

Where Marketing and Finance Agree on Measurement for Creating Value

In this presentation, Meg Blair, the founding president of the Marketing Accountability Standards Board (MASB), provided an overview of the MASB initiative to establish an industry standard for marketing accountability and predictability to improve financial performance and guide business decision-makers.

Aligning Your Consumer Brand and Your Talent Brand

Consumers can build or destroy brands in minutes. Embracing the roles both consumers and employees play in building brands is a fundamental reality for both marketers and talent acquisition leaders.

From Inspiration to Innovation

Boeing produced a series of videos showcasing innovations by the company’s engineers as part of a campaign leading up to its centennial.

How Brands Can Measure and Leverage Predictive Emotional Brand Engagement

Dr. Robert Passikoff, founder and president of Brand Keys, Inc., shared how emotional brand engagement can be measured and leveraged to generate positive consumer behavior in the marketplace.

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