Brand Building

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Amway: The Original Social Network

In this video, Jori Hartwig, chief marketing officer at Amway North America, described Amway’s approach to targeting multicultural markets within its direct-selling model.

Amway: The Original Social Network

Jori Hartwig, chief marketing officer at Amway North America, described Amway’s approach to targeting multicultural markets within its direct-selling model.

Amway: The Original Social Network

In this presentation, Jori Hartwig, chief marketing officer at Amway North America, described Amway’s approach to targeting multicultural markets within its direct-selling model.

IMAN Cosmetics Helps Women Around the World Find Their Match

In this video, Desiree Reid, general manager and senior vice president, brand development at IMAN Cosmetics, discussed how the brand has navigated the domestic and international multicultural markets, the insights used to connect with consumers, and highlights of the company’s recent successful launch of the IMAN BB Cream.

IMAN Cosmetics Helps Women Around the World Find Their Match

Desiree Reid, general manager and senior vice president, brand development at IMAN Cosmetics, discussed how the brand has navigated the domestic and international multicultural markets, the insights used to connect with consumers, and highlights of the company’s recent successful launch of the IMAN BB Cream.

McDonald’s Leads with Ethnic Insights

Marlena Peleo-Lazar, chief creative officer at McDonald’s Corporation, shared how it has continued to be a leader in multicultural advertising by using culturally relevant insights to inform its marketing plans.

PepsiCo Beverages' Cultural Brand Building

In this video, Carlos Saavedra, director of culture marketing at PepsiCo Beverages America, discussed how the firm's Culture Lab enables its marketers to stay connected and quickly evolve concepts into consumer-facing programs.

The American Heart Association and the Multicultural Community

In this video, Gerald E. Johnson II, chief diversity officer and senior vice president, engagement marketing at the American Heart Association, discussed how the brand raised awareness and educated the African-American and Hispanic communities about heart disease through various multicultural initiatives and advertising campaigns.

The American Heart Association and the Multicultural Community

Gerald E. Johnson II, chief diversity officer and senior vice president, engagement marketing at the American Heart Association, discussed how the brand raised awareness and educated the African-American and Hispanic communities about heart disease through various multicultural initiatives and advertising campaigns.

The American Heart Association and the Multicultural Community

In this presentation, Gerald E. Johnson II, chief diversity officer and senior vice president, engagement marketing at the American Heart Association, discussed how the brand raised awareness and educated the African-American and Hispanic communities about heart disease through various multicultural initiatives and advertising campaigns.

To Buy or Not to Buy? Perhaps Social Engagement is the Question

Google commissioned Forrester Consulting to study the relationship between social engagement and buying behavior. What they found was when brands invest in offering content to their customers who engage the most, they create even more valuable customers.

National Grid Electrifies Brand Affinity Through Sponsorship

Brian Cronin, manager of brand strategy and implementation, and Rafael A. Sulit, head of U.S. brand strategy and implementation at National Grid, shared how an energy and utility company built brand affinity through sports and local causes.

National Grid Electrifies Brand Affinity Through Sponsorship

In this presentation, Brian Cronin, manager of brand strategy and implementation, and Rafael A. Sulit, head of U.S. brand strategy and implementation at National Grid, shared how an energy and utility company built brand affinity through sports and local causes.

The International Journal of Mobile Marketing, Vol. 8

This issue of the IJMM revisits mobile marketing in Canada in a special section of articles, case studies, and commentaries. Other articles include research of Gen Y's attitude to in-app advertising, consumer perceptions of smartphones, and young consumers’ responses to mobile ads that use different types of interactivity.

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.

ANA Social Snack Pack: Subway

Christine Sumecki, PR specialist at Subway, and Shankar Gupta, strategy director at 360i, shared Subway’s story-centric approach to social media.

ANA Social Snack Pack: Subway

In this presentation, Christine Sumecki, PR specialist at Subway, and Shankar Gupta, strategy director at 360i, shared Subway’s story-centric approach to social media.

A&E’s Duck Dynasty Leverages Content Marketing to Drive Success

In this presentation, A&E’s vice president of marketing and brand strategy, Lori Peterzell, shared some innovative strategies that helped create the hit show Duck Dynasty.

A&E’s Duck Dynasty Leverages Content Marketing to Drive Success

A&E’s vice president of marketing and brand strategy, Lori Peterzell, shared some innovative strategies that helped create the hit show Duck Dynasty.

Charles Schwab Aims to Enhance Consumer Engagement Through Native Advertising

In this presentation, Helen Loh, vice president of content and digital marketing at Charles Schwab, looked to attract new customers by providing relevant, useful information through content marketing.

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