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.
The author cites relevance and trust in a brand as the two most important factors in keeping customers loyal.
The author examines the history of advertising the Jack Daniel's brand and its core value of authenticity.
In this article, Beth Comstock discusses GE's rebranding campaign.
The author discusses how "brand freshness" is a guiding marketing concept at Masterfoods USA.
The past several years of challenging market conditions have provided a number of valuable lessons learned with respect to business in general.