Brand Building
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AT&T: Leveraging the Power of Your Brand
Esther Lee, senior vice president, brand marketing and advertising, AT&T Operations, Inc., discussed the journey AT&T is on to help consumers learn to love their brand.
AT&T: Leveraging the Power of Your Brand
Esther Lee, senior vice president, brand marketing and advertising, AT&T Operations, Inc., discusses how her organization is getting consumers to learn to love their brand.
AT&T: Leveraging the Power of Your Brand
Esther Lee, senior vice president, brand marketing and advertising, AT&T Operations, Inc., discussed the journey AT&T is on to help consumers learn to love their brand.
Bob Liodice's Opening Remarks at the Masters
ANA's Bob Liodice makes his opening remarks at the 2011 Masters of Marketing Conference.
IBM: Approaches to Developing and Capturing Markets
Jon C. Iwata, senior vice president, marketing and communications, IBM Corporation, discussed how IBM has developed and shared their corporate character.
IBM: Approaches to Developing and Capturing Markets
Jon C. Iwata, senior vice president, marketing and communications, IBM Corporation, discussed how IBM changed gears by focusing on relevance.
IBM: Approaches to Developing and Capturing Markets
Jon C. Iwata, senior vice president, marketing and communications, IBM Corporation, discussed how IBM has developed and shared their corporate character.
It's a New Day for Weight Watchers
Cheryl Callan, senior vice president, marketing, Weight Watchers International, Inc., and Nick Brien, chairman and chief executive officer, McCann Worldgroup, discussed how the Weight Watchers brand has remained successful, despite the recent economic situation, as a result of becoming the platform for their advocates to support each other and share their success stories.
It's a New Day for Weight Watchers
Cheryl Callan, SVP of Marketing, of Weight Watchers International and Nick Brien, Chairman & CEO, of McCann Worldgroup discuss how to engage with your customers in an authentic and meaningful way.
It's a New Day for Weight Watchers
Cheryl Callan, senior vice president, marketing, Weight Watchers International, Inc., and Nick Brien, chairman and chief executive officer, McCann Worldgroup, discussed how the Weight Watchers brand has remained successful, despite the recent economic situation, as a result of becoming the platform for their advocates to support each other and share their success stories.
Kraft Foods: Leap! Why It's Time for Your Company to Make Big Moves
Dana Anderson, senior vice president, marketing strategy and communications, Kraft Foods, shared her thoughts on why marketers need to take a leap of faith more often.
Kraft Foods: Leap! Why It's Time for Your Company to Make Big Moves
Dana Anderson, senior vice president, marketing strategy and communications, Kraft Foods, shared her thoughts on why marketers need to take a leap of faith more often.
Kraft Foods: Leap! Why It’s Time for Your Company to Make Big Moves
Kraft Food's Dana Anderson discusses key ways to help your company "leap" forward and why it's evolving into a business necessity.
Citizens Bank: Good Banking is Good Citizenship
Decker Marquis, SVP, director of interactive marketing, Citizens Bank, discussed how Citizens Bank arrived on the brand’s new positioning of “good banking is good citizenship.”
Brand as Part of the Aetna Business Model
Peter Brodnitz, head of advertising & brand, Aetna, discussed recent strategies to reinvigorate and strengthen the 150-year-old brand.
Case Study: IBM Smarter Planet
Cecilia Correa, Advertising Manager of IBM Corporation and Ty Kendig, Senior Partner, Group Account Director, IBM Brand Account Management of Ogilvy Worldwide describe their journey to transform the way IBM’s brand is perceived and experienced through its Smarter Planet agenda.
MasterCard's Priceless New York Campaign Strengthens Local Bonds Through Social Media
Elaine Lawson, director, U.S. marketing, MasterCard Worldwide, Liz Birenbaum, VP, global digital marketing, MasterCard Worldwide, and Chad Wilson, account director, R/GA, discussed how MasterCard is leveraging social media to build relationships with New Yorkers through their "Priceless New York" campaign.
A Sense of Purpose
Marc Pritchard helps P&G drive results by putting a compassionate human touch on marketing. His embrace of "purposeful marketing" has inspired his contemporaries to pay attention to what this represents in 21st century brand management.
Contributing to a Greater Good
Learn four key steps to becoming a purpose-driven marketing organization and turning consumer research into an engagement tool and a force for good. This gives consumers a positive reason to share their attitudes and beliefs with a brand.
Final Say: The Power of the Promoters
Earning customers’ trust is key to getting positive referrals. Understanding what drives admiration for your brand and products will enhance your ability to influence the dialogue in the social media space.
