Brand Building
SAS: Customer-Centricity Drives Successful Omni-Channel Retailing
This paper provides insights presented in a webinar from SAS and Retail Systems Research (RSR) on how customer-centricity and cross-channel concepts in context will successfully drive omni-channel retailing.
Cotton Incorporated: Leveraging Bloggers and Crowdsourcing to Build Brand Experience
Marissa Barlin, co-director, consumer marketing, strategic alliances at Cotton Incorporated, and Mandi Zansky, associate creative director at Jack Morton Worldwide, discussed Cotton’s 24 Hour Runway Show and the use of bloggers to curate content and build brand momentum.
Cotton Incorporated: Leveraging Bloggers and Crowdsourcing to Build Brand Experience
Marissa Barlin, co-director, consumer marketing, strategic alliances at Cotton Incorporated, and Mandi Zansky, associate creative director at Jack Morton Worldwide, discussed Cotton’s 24 Hour Runway Show and the use of bloggers to curate content and build brand momentum.
Decision Analyst Inc.: Concept Testing and the “Uniqueness” Paradox
In this article Decision Analyst offers guidelines and best practices for improving new product concept testing.
Decision Analyst Inc.: New Products Sales Forecasting
In this article Decision Analyst examines the primary methods used in the forecasting of year-one sales.
SCAN International/Joanne Davis Consulting: Quality of Clients Survey Findings 2012/13
In this report SCAN International and Joanne Davis Consulting provide findings from their 2012/13 survey of 293 agency leaders on the quality of their clients.
Wildfire Case Study: Benefit Cosmetics
This Wildfire case study demonstrates how Benefit Cosmetics raised awareness about its newest mascara line solely through social channels.
Honest Tea Drives Growth Through Authenticity and Social Responsibility
Seth Goldman, president and TeaEO of Honest Tea, discussed how an entrepreneurial team of true believers leveraged innovative brand marketing and a socially-conscious vision to build a national brand.
A Movement, Not a Message: Creating Real Momentum in Positioning Your Brand
John Marshall, senior partner, global director of strategy at Lippincott, discussed six ways marketing can create an internal movement to drive brand leadership externally.
Cleveland Clinic: Building a Global Brand
Cynthia Galbincea, executive director, marketing communications at Cleveland Clinic, discussed how the team has successfully utilized a paid, owned, and earned media strategy to increase brand awareness and engagement.
Cleveland Clinic: Building a Global Brand
Cynthia Galbincea, executive director, marketing communications at Cleveland Clinic, discussed how the team has successfully utilized a paid, owned, and earned media strategy to increase brand awareness and engagement.
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.
InterContinental Hotels Group: Leading a Global Marketing Transformation
Larry Light, chief brands officer at InterContinental Hotels Group, discussed how building brand preference is the company’s new business mission.
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.
Cotton Incorporated: Leveraging Bloggers and Crowdsourcing to Build Brand Experience
Marissa Barlin, co-director, consumer marketing, strategic alliances at Cotton Incorporated, and Mandi Zansky, associate creative director at Jack Morton Worldwide, discussed Cotton’s 24 Hour Runway Show and the use of bloggers to curate content and build brand momentum.
RAPP: To Avoid Disruption, Practice Skills-Based Marketing
In this piece RAPP examines the main drivers of disruption, the self-disruption cycle, and how organizations can practice a skills-based approach for evaluating, planning, and delivering on customer experience offers.
RAPP: “Just OK” Is Not OK in the Customer Experience
In this piece RAPP discusses 10 important questions for organizations to consider if they want to achieve superior customer service experiences which lead to business success.
Amtrak: Making Travel More Rewarding for All
Julia Quinn, director, social media at Amtrak, discussed how Amtrak’s digital and social media strategy connects to customers at all lifecycle touch points.
Amtrak: Making Travel More Rewarding for All
Julia Quinn, director, social media at Amtrak, discussed how Amtrak’s digital and social media strategy connects to customers at all lifecycle touch points.
