Kick off 2009 with these timeless insights from marketers at Hewlett-Packard, MasterCard Worldwide, Liberty Mutual Group, and Nestlé USA.
In this article Eric Leininger, the master of consumer insights at McDonald's, discusses how he is helping the Golden Arches shine brighter on a global scale.
This article summarizes presentations made at the Masters of Marketing conference displaying different ways to grow brands.
Allen Adamson, Managing Director of Landor Associates, discussed how brand professionals have an unprecedented opportunity to use digital tools and tactics to listen to and learn from their customers, to establish a simple, yet compelling brand promise, and to unconditionally deliver on this promise.
Nike Brand CMO Joaquin Hidalgo and R/GA Chairman and CEO Bob Greenburg discussed how Nike works to engage consumers.
This article provides a quick glimpse into some of the findings from the June 2008 survey findings titled, "Balancing Short-Term Profits and Long-Term Brand Equity."
Erich Joachimsthaler, the CEO of Vivaldi Partners, discussed the history of brand building and its future.
Roger Adams, CMO, Lord & Taylor reviews some of the key messages conveyed during ANA's Brand Innovation Conference in April 2008.
Often referred to as the "Father of Integrated Marketing," Northwestern University's Don Schultz has authored 13 books on marketing, including the ANA's Measuring Brand Communications ROI. In this presentation, he introduced new analytical methodologies to help marketers catch up to the integrated world that their customers are already living in.
The Director of Trendspotting Ann Mack shares J. Walter Thompson's (JWT) ten trends for 2008. The list provides marketers with insights on how their brand's communications can become more powerful to resonate with consumers.
This article provides five strategies for successfully building brand awareness in developing markets. Includes a case study of Tide.
This excerpt from New Products: The Next Big Marketing Revolution discusses the psychology, sociology, and economics of new products.
This checklist outlines six guideposts for merging marketing and entertainment.
This article reviews Campbell Soup's successful slogan "M'm, M'm Good!"
This article addresses how to build brand loyalty by educating customers about a product category.
This case study explores how the ING Group used fresh thinking to create a strong brand after a series of acquisitions.
The author offers some "rules of the road" for brainstorming sessions.
The author discusses the qualities that define a "cool" CRM vendor.
The authors describe the process of elimination consumers use to narrow down brand choices.
The authors look at the chasm between marketers and customers, offering strategies for bridging the divide.