Brand Building
Haagen-Dazs Loves Honey Bees
Diane McIntyre, Senior Public Relations Manager, Haagen-Dazs, and Laura Janness, Brand Strategist, Goodby, Silverstein & Partners, discussed how Haagen-Dazs took up a highly relevant cause—the mystery of the disappearing honey bees, the tiny pollinators that Haagen-Dazs depends on for nearly half of their ingredients—after experiencing declining sales and increasing competition in their category.
Haagen-Dazs Loves Honey Bees
Diane McIntyre, Senior Public Relations Manager, Haagen-Dazs, and Laura Janness, Brand Strategist, Goodby, Silverstein & Partners, discussed how Haagen-Dazs took up a highly relevant cause-the mystery of the disappearing honey bees, the tiny pollinators that Haagen-Dazs depends on for nearly half of their ingredients-after experiencing declining sales and increasing competition in their category.
Walmart: Saving Money, Living Better, Accelerating Growth
Stephen F. Quinn, executive vice president and chief marketing officer, Walmart U.S., Walmart, discussed Walmart's efforts to continue to provide their customers with solutions that will allow them to "save money, live better" during this economic downturn.
Word-of-Mouth Marketing That Goes Beyond Tactics -- A Fiskars Case Study
Chad Vincent, president of Fiskars Brands and Spike Jones of Brains on Fire lay out the blueprint for the creation of the "Fiskateers," Fiskars' crafting ambassador program. This best practice case study not only connected the company with its customers, it increased loyalty, online conversations, and sales - and that was only the beginning.
Word-of-Mouth Marketing That Goes Beyond Tactics -- Fiskars Case Study
Chad Vincent, president of Fiskars Brands and Spike Jones of Brains on Fire lay out the blueprint for the creation of the "Fiskateers," Fiskars' crafting ambassador program. This best practice case study not only connected the company with its customers, it increased loyalty, online conversations, and sales - and that was only the beginning.
Brand Management Fundamentals-Update on Key Tools and Positioning Case Studies
Roger Adams provided the key highlights of the fundamentals of brand management and pointed to Michelin and Chick-fil-A as companies that have strong brand positioning statements.
The Kodak FAST Program: How Employee Ambassadors Transformed Kodak by Treating Everyone as their Customer
Gerard Meuchner, director of corporate communications and public affairs, Eastman Kodak Company, discussed Kodak's "FAST" program, which is geared towards creating and sharing a common set of internal operating principles throughout the Kodak organization.
Research Report: Top Benchmarks for Marketers
This research report draws on survey research conducted throughout 2009 and also highlights "hot" topics to marketers such as brand building, newer media, agency evaluations, marketing accountability, agency holding companies, global marketing, agency audits, and hourly rates.
Coors Light: Innovate with "FIRE"
Royce A. Wills, marketing director of innovation, Coors Brands, MillerCoors LLC, discussed the successful launch of Coors Light's cold activated can in 2009 and the innovation strategy behind it.
The Method Success Story
Eric Ryan, co-founder of Method, and Scott Potter, founding managing partner of San Francisco Equity Partners, discussed how Method has used the brand to change the consumer packaged goods industry.
Kraft Case Study: Global IMC Awards and Hockeyville
Edward Bayer, director, media planning, Kraft Foods, Inc., discussed Kraft's Global IMC Awards program, which celebrates the most impactful and innovative integrated marketing campaign plans across all Kraft brands worldwide.
The Kodak Growth Moment: Overhauling an Icon
Jeffrey W. Hayzlett, chief marketing officer and vice president, Eastman Kodak Company, discussed how the Kodak brand reinvented itself in order to compete in a digital world.
Case Study: Red Lobster
Kent Wilson, SVP, Marketing, Red Lobster, discussed Red Lobster's new lunch program, which is focused on keeping customers during the recession.
Increasing Loyalty through the Customer Experience
Karen Brewer, VP of customer experience at Autodesk, discussed the company's newly-launched Autodesk Partner Portal and the importance of bringing the customer's voice into development process of online properties.
The Method Success Story
Eric Ryan, co-founder of Method, and Scott Potter, founding managing partner of San Francisco Equity Partners, discussed how Method has used the brand to change the consumer packaged goods industry.
Final Say: Lager Lessons
In this article Bob Lachky reflects upon his two decades at Anheuser-Busch.
Merrill Lynch Case Study: Integrating Strategic Marketing Platform Across Organizations and Business Processes
Representatives from Merrill Lynch and the Boathouse Group, discussed the evolution of the Merrill Lynch brand from 2000-2007.
Achieving Customer Centricity: Driving the Future Evolution of Retail
Alexi L. Sarnevitz, Senior Director Retail Strategy Global Retail Practice at SAS Institute, discussed how marketers can use retailer customer centricity to drive sales and presented case studies of successful retailers.
Final Say: Customers to Community
In this article Anne Lewnes,SVP, Corporate Marketing, Adobe Systems Incorporated talks about the different ways Adobe has engaged their customers.
Case Study: MassMutual—Safe Haven in Stormy Weather
John Chandler, SVP, CMO, MassMutual Financial Group, and John Wolfarth, SVP, Group Creative Director, Mullen, discussed MassMutual's new "good decisions" campaign, which launched in the midst of 2008's historic financial meltdown, but still reaped successful results for the organization.
