Brand Building
First << 23242526272829 >> Last (32)
FM Global’s Measurement Strategy Process
Roberta Butler, vice president, brand management, FM Global, discussed how FM Global created a brand scorecard to measure the work the company was doing in the German market.
Welch’s Heart Healthy Case Study
Jackie Alosso, associate marketing manager, marketing strategy & PR, Welch Foods Inc., and Alexandra Shea, account director, Marketing Drive, discussed Welch’s “Follow Your Heart” campaign, which they developed for American Heart Month in February 2011.
Siemens Answers Campaign
Tom Haas, chief marketing officer, Siemens Corporation, and Sean Remler, Senior Partner, global executive marketing director, Ogilvy New York, discussed keys to success for their long-term image campaign and how it has evolved since its launch.
Siemens Answers Campaign
Tom Haas, chief marketing officer, Siemens Corporation, and Sean Remler, Senior Partner, global executive marketing director, Ogilvy New York, discussed keys to success for their long-term image campaign and how it has evolved since its launch.
Connecting Brand Purpose to Cultural Purpose
Danielle Vona, vice president and CMO at SONIC, America's Drive-In, and Mike Swenson, executive vice president, Barkley, discussed how SONIC is successfully building its brand through positioning themselves to everyday, real people and by giving back to their communities.
Marketing as a (Customer) Service
Joseph Jaffe, author, Flip the Funnel: How to Use Existing Customers to Gain New Ones, discussed how the role of marketing has shifted to one of collaboration, partnership and unification through a renewed focus on customer service.
Marketing as a (Customer) Service
Joseph Jaffe, author, Flip the Funnel: How to Use Existing Customers to Gain New Ones, discussed how the role of marketing has shifted to one of collaboration, partnership and unification through a renewed focus on customer service.
Truvia's 'Honestly Sweet' Success
Ann Tucker, director, marketing and communications, TruviaTM Brand, Cargill Health and Nutrition, discussed the late 2008 launch of the Truvia sweetener, and how Truvia's brand positioning has revolutionized the sugar substitute category.
Truvia's 'Honestly Sweet' Success
Ann Tucker, director, marketing and communications, TruviaTM Brand, Cargill Health and Nutrition, discussed the late 2008 launch of the Truvia sweetener, and how Truvia's brand positioning has revolutionized the sugar substitute category.
Final Say: What's Your Action Brand?
Marketers must find ways to combine purpose with action to make their brands more meaningful. By turning brand values into brand action, you build not just a brand, but an “action brand.”
Measuring Brand Value
Could a standardized metric prove that strong brands build shareholder equity? The ANA believes so, and its goal is to develop a uniform metric that provides a clear picture of what marketing efforts contribute to a company's bottom line.
Singular Focus
Jill Beraud places consumers at the center of PepsiCo’s marketing innovations. Get Beraud's top best practices and find out how the brand uses cause marketing and social media.
Innovate Like Edison
Sarah Miller Caldicott, founder, The Power Patterns of Innovation, and co-author of Innovate like Edison, provided insights on how teams and organizations can adopt Thomas Edison's five timeless competencies of innovation to gain a competitive advantage in the marketplace.
Innovation Leaders: Panel Discussion
A panel of client-side marketers charged with leading innovation at their respective organizations, together with a leading academic author, shared insights and best practices on various aspects related to innovation.
Global Advertising Clearance in a Digital World
A panel of industry experts from New Zealand, Russia, the U.K., and Venezuela discussed the virtual potholes present in global digital campaigns and how they can be managed.
Accenture: Social Media/Social Commerce
Kelly Dempski, Director, Accenture Technology Labs, discussed the importance to organizations in building a social commerce capability roadmap to navigate the increasing socialization of commercial transactions.
Accenture: Social Media/Social Commerce
Kelly Dempski, Director, Accenture Technology Labs, discussed the importance to organizations in building a social commerce capability roadmap to navigate the increasing socialization of commercial transactions.
Building Winning Brands in a Radically Transparent World
John Marshall, Senior Partner, Director Brand Strategy, Lippincott, provided strategies for building strong brands through connections, story, experiences, and truth, as well as discussed tips for effectively reaching the future generation of consumers.
Building Winning Brands in a Radically Transparent World
John Marshall, Senior Partner, Director Brand Strategy, Lippincott, provided strategies for building strong brands through connections, story, experiences, and truth, as well as discussed tips for effectively reaching the future generation of consumers.
Fidelity Investments Case Study: The Power of Ideas and Innovation
Kirsten Mikalson, vice president, brand marketing & advertising, Fidelity Investments, and Samantha O'Neil, senior vice president, integrated marketing, Fidelity Investments, presented a case study on the successful launch of Fidelity's "Turn Here" campaign, with focus on their overall integrated marketing approach.
