Brand Building

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Intel Develops a Branded Content Formula to Ensure Repeated Success

Billie Goldman, partner marketing at Intel Corporation, shared Intel’s content marketing approach and key learnings from launching award-winning branded video content that went viral, engaged target consumers, and drove results.

Intel Develops a Branded Content Formula to Ensure Repeated Success

In this presentation, Billie Goldman, partner marketing at Intel Corporation, shared Intel’s content marketing approach and key learnings from launching award-winning branded video content that went viral, engaged target consumers, and drove results.

The Content Marketing Imperative: Beyond the Buzz and Into Reality

Robert Rose, chief strategist at the Content Marketing Institute, offered examples of how brands have used content to drive marketing results across search advertising, PR, and B-to-B customer education.

The Content Marketing Imperative: Beyond the Buzz and Into Reality

In this presentation, Robert Rose, chief strategist at the Content Marketing Institute, offered examples of how brands have used content to drive marketing results across search advertising, PR, and B-to-B customer education.

The Value of Music to a Brand

Toni Wallace, director of strategic marketing and partnerships at Columbia Records, shared analysis from a Sony Music behavioral study and how music can be an effective component of a content marketing campaign.

B-to-C Content Marketing: 2014 Benchmarks, Budgets, and Trends for North America

Discover not only how the B-to-C content marketing landscape has changed over the last year but also learn what the most effective B-to-C marketers are doing differently than their peers in this study from the Content Marketing Institute.

The Female/Male Digital Divide

In today’s digital and social media-driven world, consumers have the world at their fingertips, but are men and women’s fingers doing the same thing? A closer look into today’s rapidly evolving digital behaviors highlights the differences between what engages men and women—as well as how they react (or don’t) along the way.

AHAA Total Market Research and Definition Platform

Carlos Santiago, chair of the AHAA research committee and president and chief strategist at Santiago Solutions Group, and Lizette Williams, senior brand manager at Kimberly-Clark Corporation, led a discussion of total market strategy and the AHAA Total Market Benchmark study results.

Krispy Kreme: Digital Integration at the Heart

Kelley O’Brien, director of social media at Krispy Kreme Doughnut Corporation, shared how the brand creatively approaches digital, social, and mobile and maintains consistent integration.

Microsoft Social Media Trends 2014 on Niche Markets

Ivy Esquero, global consumer insights manager at Microsoft, shared how marketers can ultimately harness the power of niche networks to drive engagement with their brands.

Microsoft Social Media Trends 2014 on Niche Markets

In this presentation, Ivy Esquero, global consumer insights manager at Microsoft, shared how marketers can ultimately harness the power of niche networks to drive engagement with their brands.

Effective Marketing Strategies for Food and Drink Brands

Drawing on insights from the IPA Databank, this report identifies successful cases, flags future issues for food and drink businesses, and predicts ways to keep marketing effectively in these sectors.

Targeted Marketing Is Smart Marketing

Direct mail is not going away, and marketers should take notice. Direct mail done well that is sent to a highly targeted list of qualified prospects is smart marketing.

AutoNation: Rebranding a Large Organization Filled with ‘Armchair CMOs’

Greg Revelle, senior vice president and chief marketing officer at AutoNation, Inc., shared the company’s experiences — both positive and negative — in rebranding a large organization full of “armchair CMOs.”

Brand Engagement in the Participation Age

To inform marketers’ engagement strategy, Advertising Age and Google conducted two surveys in parallel. Six core insights from these surveys will help evaluate, modify, and actively manage an online engagement strategy.

Discovering and Testing Brand Associations

Brands work hard to establish their identities. Does it match what consumers think? Search data can be a helpful gauge.

2014 ANA Brand Masters Conference: Key Takeaways

Check out these key takeaways from the 2014 ANA Brand Masters Conference.

Chobani: From Category Disruptor to Market Leader

Peter McGuinness, chief marketing and brand officer at Chobani, shared how Chobani is building a marketing infrastructure to maintain the brand’s No. 1 position.

Chobani: From Category Disruptor to Market Leader

In this video, Peter McGuinness, chief marketing and brand officer at Chobani, shared how Chobani is building a marketing infrastructure to maintain the brand’s No. 1 position.

Honda’s Comeback Story

Mike Accavitti, senior vice president of automobile operations at American Honda Motor Company, shared how Honda restructured its marketing department and agency partnerships to focus on innovation and communication.

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