Brand Building
First << 891011121314 >> Last (32)
Redefining Performance for the 21st-Century Brand
The four Cs of a customer-centric brand (customer experience, competency, commitment, customer intelligence) are helping companies overcome challenges and make the most of their resources and data.
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.
The Mojo of SoLoMo
For Walmart’s Stephen Quinn, ANA’s new board chair, the convergence of social, local, and mobile (SoLoMo) spells revolution. Quinn also weighs in on some of the topics he hopes will produce spirited discussion over the course of his term.
What’s In Store for Customers
Analytics help Macys.com engage customers and save the brand $500,000 annually. To more effectively measure the impact of its online marketing initiatives on store sales, Macys.com increased its analytical capabilities with a data mining solution.
Innovating Beyond Products
Brian Quinn, associate partner, Doblin, offered insight and practical advice to companies on how they can become more innovative to increase profits.
Innovating Beyond Products
Brian Quinn, associate partner, Doblin, offered insight and practical advice to companies on how they can become more innovative to increase profits.
Marketing Renaissance at 3M
Penny H. Wise, director, brand and core marketing, Global Centre of Marketing Expertise, 3M, discussed the organization’s “pillars of global marketing excellence,” which serve as a foundation for 3M’s marketing efforts.
How to Best Utilize Push Notifications for Mobile CRM Programs
Location-triggered push notifications are three times more effective than typical push notifications. Josh Rochlin, chief executive officer, Xtify, discussed how brands can effectively utilize this mobile channel to drive loyalty and purchase.
How to Best Utilize Push Notifications for Mobile CRM Programs
Location-triggered push notifications are three times more effective than typical push notifications. Josh Rochlin, chief executive officer, Xtify, discussed how brands can effectively utilize this mobile channel to drive loyalty and purchase.
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: 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.
Greater Than the Sum: How Celebrities Can Cost Effectively Drive Brand Impact
Mark Rodgers, principal, The Clapham Group, and co-founder, MORE Partnership[s], and Jacob Marshall, music artist and manager, co-founder, MORE Partnership[s], discussed how bringing a cultural partner into an existing cause-marketing campaign can help to enhance the results of the campaign for all parties involved.
Greater Than the Sum: How Celebrities Can Cost Effectively Drive Brand Impact
Mark Rodgers, principal, The Clapham Group, and co-founder, MORE Partnership[s], and Jacob Marshall, music artist and manager, co-founder, MORE Partnership[s], discussed how bringing a cultural partner into an existing cause-marketing campaign can help to enhance the results of the campaign for all parties involved.
CORD Worldwide: What Does Your Brand Sound Like?
Blake Spiers, senior music planner/buyer, CORD Worldwide, Marco Vitali, head of music, CORD Worldwide, and Kim Rosenblum, executive vice president creative and marketing, TV Land, discussed sonic branding and provided examples of different areas where music and sound can build brand equity or drive consumer behavior.
CORD Worldwide: What Does Your Brand Sound Like?
Blake Spiers, senior music planner/buyer, CORD Worldwide, Marco Vitali, head of music, CORD Worldwide, and Kim Rosenblum, executive vice president creative and marketing, TV Land, discussed sonic branding and provided examples of different areas where music and sound can build brand equity or drive consumer behavior.
Local Marketing Automation: Translating National Strategies into Local Executions
This white paper from Balihoo argues that the most efficient way for a national brand to generate demand at the local level is to implement a local marketing automation platform that integrates technology with services to drive enterprise-level marketing strategy and implementation throughout an affiliate network.
Corporate Social Responsibility: What Do You Care About?
Featuring case studies from ANA members Dell, Ford, and The Hershey Company, this ANA Insight Brief demonstrates how a well-executed CSR program can drive valuable business benefits. Additionally, learn how conducting consumer research can help the greater good and why cause marketing is more important to the Millennial generation than any other demographic.
Motorola Solutions: Taking the Four P’s to B-to-B
Shamik Mukherjee, senior director, product and solutions marketing, Motorola Solutions, Inc., discussed how Motorola Solutions is shifting away from the long recognized four P’s approach to organize its elements of marketing.
Motorola Solutions: Taking the Four P’s to B-to-B
Shamik Mukherjee, senior director, product and solutions marketing, Motorola Solutions, Inc., discussed how Motorola Solutions is shifting away from the long recognized four P’s approach to organize its elements of marketing.
