New Products
8 Proven Techniques for Creating New Names
Steve Rivkin, Managing Partner, Rivkin & Associates LLC, discussed eight proven techniques for generating names for new products, services, and companies.
8 Proven Techniques for Creating New Names
Steve Rivkin, Managing Partner, Rivkin & Associates LLC, gives you the inside scoop on how companies develop new names.
8 Proven Techniques for Creating New Names
Steve Rivkin, Managing Partner, Rivkin & Associates LLC, discussed eight proven techniques for generating names for new products, services, and companies.
CPG Creative Best Practices Online: Driving Breakthrough and Persuasion
Yahoo!, in partnership with Ipsos OTX, conducted quantitative research to understand how digital creative plays a role in driving breakthrough and persuasion, and in prompting a change in brand desire for consumer packaged goods.
iShares Case Study
Peter Boland, managing director, iShares Brand Marketing, BlackRock, Inc., shared a case study on evolving the iShares brand.
The Launch of the BMW ActiveE
Steve Thibodeau, chief digital officer, KBS+P, and Trudy Hardy, BMW marketing communications and consumer events, BMW of North America, LLC, discussed the launch of BMW's new electric car and how the brand used digital media to test the product and create buzz.
The Launch of the BMW ActiveE
Steve Thibodeau, chief digital officer, KBS+P, and Trudy Hardy, BMW marketing communications and consumer events, BMW of North America, LLC, discussed the launch of BMW’s new electric car and how the brand used digital media to test the product and create buzz.
Innovate Like Edison
Sarah Miller Caldicott, founder, The Power Patterns of Innovation, and co-author of Innovate like Edison, provided insights on how teams and organizations can adopt Thomas Edison's five timeless competencies of innovation to gain a competitive advantage in the marketplace.
Innovation Leaders: Panel Discussion
A panel of client-side marketers charged with leading innovation at their respective organizations, together with a leading academic author, shared insights and best practices on various aspects related to innovation.
Gatorade's Transformational Creativity
Sarah Robb O'Hagan, chief marketing officer, Gatorade, PepsiCo Inc., and Stanley Hainsworth, chairman and chief creative officer, Tether, discussed Gatorade's recent creative transformation.
TerraCycle: Getting Creative with Garbage
Albe Zakes, VP, media relations, TerraCycle, discussed how TerraCycle is able to collect non-recyclable garbage created from consumer packaging and turn it into new products.
TerraCycle: Getting Creative with Garbage
Albe Zakes, VP, media relations, TerraCycle, discussed how TerraCycle is able to collect non-recyclable garbage created from consumer packaging and turn it into new products.
AMEX: Reinventing Marketing for a Reinvented Charge Card
Susan Hammes, Director, American Express Global Advertising and Brand Management, and Simon Pierce, Managing Director, Ogilvy & Mather, discussed the launch of American Express' new charge card, ZYNC.
AMEX: Reinventing Marketing for a Reinvented Charge Card
Susan Hammes, Director, American Express Global Advertising and Brand Management, and Simon Pierce, Managing Director, Ogilvy & Mather, discussed the launch of American Express' new charge card, ZYNC.
Dole Food Company: "Top of the Funnel" Innovation Process
David Spare, vice president, marketing, Dole Food Company, Inc., and Marty Ordman, Vice President, Corporate Communications, Dole Food Company, Inc., shared Dole's seven-step innovation process.
Brewing Change: Creating Innovation via Differentiation
Alfredo Martel, senior vice president, marketing and product management at Caribou Coffee, and Stacy Janicki, director of account management at Colle+McVoy, shared key insights and strategies leveraged to brew up retail sales overnight, while building a vision for the coffeehouse of the future.
Brewing Change: Creating Innovation via Differentiation
Alfredo Martel, senior vice president, marketing and product management at Caribou Coffee, and Stacy Janicki, director of account management at Colle+McVoy, shared key insights and strategies leveraged to brew up retail sales overnight, while building a vision for the coffeehouse of the future.
Priority Mail Flat Rate Boxes: "A Simpler Way to Ship"
Greg Whiteman, manager, market research, U.S. Postal Service, Joyce Carrier, manager, advertising, media planning and promotions, United States Postal Service, and Dave Lockwood, solutions planning director, CE, discussed the approach used to ensure rigorous development and execution for the Priority Mail "If It Fits, It Ships" integrated advertising campaign, which won the Grand Ogilvy Award.
How to Generate Growth through the Design of Brand Experience
Brand perception and relevance can shift at a rate that far outpaces most organizations' ability to manage it making the need for consistency and clarity even more vital. IDEO designer and practice lead Clark Scheffy discussed the value of asking the right questions and integrating design thinking into your creative process and presented case studies on brand growth.
Dole Food Company: "Top of the Funnel" Innovation Process
David Spare, vice president, marketing, Dole Food Company, Inc., shared Dole's seven-step innovation process.
