Brand Value
Denny’s: Rejuvenating an American Icon
Frances Allen, executive vice president, global brand strategy and chief marketing officer at Denny’s Inc., discussed how Denny’s has revamped its marketing and brand strategy to reflect its new positioning as America’s Diner.
Denny’s: Rejuvenating an American Icon
Frances Allen, executive vice president, global brand strategy and chief marketing officer at Denny’s Inc., discussed how Denny’s has revamped its marketing and brand strategy to reflect its new positioning as America’s Diner.
Procter & Gamble’s Tide: Newsdesk Marketing
Sundar Raman, marketing director, North America fabric care at Procter & Gamble, discussed the Tide Newsdesk and how it has helped build the Tide brand in real time.
Key Findings Report: 2012 Global Brand Equity Survey
This Key Findings Report includes results from the 2012 Global Brand Equity Survey. The objective of this survey was to better understand the strategy and implementation of global brand marketing efforts.
Research Report: 2012 Global Brand Equity Survey
This Research Report includes findings from the 2012 Global Brand Equity Survey. The objective of this survey was to better understand the strategy and implementation of global brand marketing efforts.
City Year, Inc. Utilizes Crowd-Sourcing in Social Media to "Make Better Happen"
Gillian Smith, chief marketing officer at City Year, Inc., discussed City Year’s recent groundbreaking marketing campaign, which reached 5.5 million people via authentic, crowd-sourced stories shared through social media.
PowerPresentation: 2012 Global Brand Equity Survey
This collection of data charts represents findings from the 2012 Global Brand Equity Survey. The objective of this survey was to better understand the strategy and implementation of global brand marketing efforts.
A Hidden Harmony: Documenting the Connection Between Brand and Corporate Reputation
New research from the Council of PR Firms, in partnership with Harris Interactive, argues that companies would achieve better results by adopting a new paradigm that takes product brand efforts and corporate reputation efforts out of their silos and deploys them jointly in pursuit of common objectives such as purchase consideration and recommendation.
IKEA Embraces Reality TV to Improve Brand Perception
Alia Kemet, U.S. media manager at IKEA, and Chet Fenster, managing partner at MEC Entertainment, discussed how they developed “Fix this Kitchen,” a six episode reality TV series, as the centerpiece of a multiplatform communications initiative to change IKEA brand perception.
Intel: How Superior Design Communicates a Superior Brand Experience
Liz Solomon, account director, Red Peak, and Christine Vermes, director of brand marketing, Intel, discussed how putting strategy and design at the heart of marketing campaigns will result in the most credible manifestation of brand values.
Intel: How Superior Design Communicates a Superior Brand Experience
Liz Solomon, account director, Red Peak, and Christine Vermes, director of brand marketing, Intel, discussed how putting strategy and design at the heart of marketing campaigns will result in the most credible manifestation of brand values.
Brand Revenue: Measuring the Brand’s Ability to Impact Revenue
Written by the brand valuation experts at CoreBrand, this ANA Insight Brief looks at how successful branding strategies can impact a company’s overall market share and revenue. Topics covered include how branding drives marketing success, the importance of accountability in assessing brand value, and key data variables that need to be taken into account when looking at brand value.
How to Protect Your Brand
Jonathan Copulsky, principal, Deloitte Consulting LLP, and author of the book Brand Resilience, discussed seven steps to help you achieve brand resilience and protect your brand from internal and external threats.
3M: Communicating Innovation to Employees (Greer)
Dawn McGinley, director, corporate marketing and communications, 3M, and Anne Greer, manager, corporate brand, 3M, discussed how 3M used innovative techniques to reach out to their employees.
3M: Communicating Innovation to Employees (McGinley)
Dawn McGinley, director, corporate marketing and communications, 3M, and Anne Greer, manager, corporate brand, 3M, discussed how 3M used innovative techniques to reach out to their employees.
The Secret Ingredient for Marketing Magic
Michael Fanuele, chief strategy officer, Fallon, discussed the importance of building brave brands.
The Secret Ingredient for Marketing Magic
Michael Fanuele, chief strategy officer, Fallon, discussed the importance of building brave brands.
Building Brand Value at Southern Co: Official Energy Company of the PGA TOUR
Mary Story, manager, advertising and marketing communication, Southern Company, and Rhonda Zahnen, principal, The Richards Group, discussed how the company built brand value and positioning through the activation of a long-standing partnership with the PGA TOUR and through honoring one of golf’s most respected players.
Building Brand Value at Southern Co: Official Energy Company of the PGA TOUR
Mary Story, manager, advertising and marketing communication, Southern Company, and Rhonda Zahnen, principal, The Richards Group, discussed how the company built brand value and positioning through the activation of a long-standing partnership with the PGA TOUR and through honoring one of golf’s most respected players.
3M's Win/Win/Win
Nancy A. Nelson, manager, Marketing and Communication Services at 3M Corporation, and Dale R. Bohnert, manager, 3M Brand Identity and Design at 3M Corporation, discussed how 3M’s supplier management and brand management teams partnered with their external creative partners to revamp its brand identity system, resulting not only in a lightning fast global roll-out and execution, but in solid business growth for all involved.
