Brand Building
Around the ANA: Profits Now or Brand Equity Later?
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."
How to Build Strong Brands
Erich Joachimsthaler, the CEO of Vivaldi Partners, discussed the history of brand building and its future.
Alternative Ways To Build A Brand: Key Takeaways From ANA's Brand Innovation Conference
Roger Adams, CMO, Lord & Taylor reviews some of the key messages conveyed during ANA's Brand Innovation Conference in April 2008.
A "New" Integrated Marketing Communication Approach for a New Marketplace
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.
JWT's Ten Trends for 2008
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.
Make a Grand Entrance
This article provides five strategies for successfully building brand awareness in developing markets. Includes a case study of Tide.
The Fascination of the New
This excerpt from New Products: The Next Big Marketing Revolution discusses the psychology, sociology, and economics of new products.
The Big Picture
This checklist outlines six guideposts for merging marketing and entertainment.
The Secret Ingredient
This article reviews Campbell Soup's successful slogan "M'm, M'm Good!"
School Your Customers
This article addresses how to build brand loyalty by educating customers about a product category.
ING - Being Orange In A Sea Of Blue
This case study explores how the ING Group used fresh thinking to create a strong brand after a series of acquisitions.
13 Steps to Better Brainstorming
The author offers some "rules of the road" for brainstorming sessions.
Keeping cool
The author discusses the qualities that define a "cool" CRM vendor.
Surviving the process of elimination
The authors describe the process of elimination consumers use to narrow down brand choices.
Achieving consensual/opt-in relationships is essential
The authors look at the chasm between marketers and customers, offering strategies for bridging the divide.
Trust is a Must
The author cites relevance and trust in a brand as the two most important factors in keeping customers loyal.
Jack Daniel's Tennessee Whiskey Celebrates 50 Years of Advertising Success
The author examines the history of advertising the Jack Daniel's brand and its core value of authenticity.
Brand Building: Why GE Put Its Imagination To Work
In this article, Beth Comstock discusses GE's rebranding campaign.
Keeping Brand Connections FRESH
The author discusses how "brand freshness" is a guiding marketing concept at Masterfoods USA.
Orchestrating Marketing Excellence
The past several years of challenging market conditions have provided a number of valuable lessons learned with respect to business in general.
